How to Sell Advertising Ideas

According to Publicity Times, the average American is exposed to more than 3,000 advertisements every day. Given this intense competition, selling an effective advertising message can be a difficult job. In order to sell advertising ideas, it is crucial to create messages that will cut through the clutter. With research, thorough brainstorming and concept development, you can design and sell creative, effective advertising ideas.

Things You'll Need

• Paper Colored pencils and pens Presentation boards Prepared presentation Client or prospect

Instructions

1. Meet with a client to discuss his advertising needs. Ask questions that will help determine the best use of his advertising dollars. Some crucial issues to discuss include: target audience, current audience, brand awareness and perception, market area, and key age demographics. Take detailed notes.

2. Determine the client's marketing style, which could be conservative, humorous or contemporary. To some degree, the style will be dictated by the target audience. Ask if they have any marketing vehicles in mind, or if they are looking to you for suggestions. Set parameters for budget and campaign timing. Determine how best to communicate with the client (phone or email) and who responsible parties are.

3. After the client meeting, begin brainstorming ideas. Choose the top two or three ideas and begin designing concepts based on the advertising medium you have chosen.

4. If the chosen medium is print, begin by creating a sketch of concepts for newspapers, magazines and billboards. The design should contain a headline that encapsulates the concept. More than one layout version should be created for presentation. The general theme of the body copy should be fleshed out at this point so you can sell the general concept at the presentation.

5. If the chosen medium is television, develop concepts by a drawing storyboard. The storyboard should show a scene-by-scene sketch of what will become the video, with the audio ideas typed below each frame. For radio spots, provide a script of what the announcer will say, as well as suggested music and sound effects.

6. Paste all ideas on presentations boards.

7. Meet with the client to present the ideas. Start the presentation by introducing the approach of the advertising campaign. Explain why it is a good method to reach the target audience. Then show the client the presentation boards depicting the advertising vehicles that will deliver the message.

8. Take accurate notes on the client's likes and dislikes of your presentation. Be willing and ready to adapt your ideas to mesh with their thoughts. Remember: Ultimately, it is the client who needs to be happy. You are selling their product.

Tips & Warnings

• A team approach to brainstorming, when possible, is an excellent way to develop ideas. Good brainstorming means that everything that comes to mind is discussed. Be sure to practice your presentation before meeting with the client.