Ok, I have to come clean. I love Mad Men as much as anyone else who works in the ad industry does. But this post is not about how much we love this show. It is about what this show can teach us (aside from drinking and sleeping on the couch during office hours).
Like presenting an idea live.
Remember this scene from Mad Men?
Yes, I know. This is one of the most famous scenes in the whole show and everybody has talked about it before on countless blogs (some of which I have read). A former teacher from ad school even used to say that this is the pinnacle of how a client presentation should be set.
But today I’m not digging into the mechanics of how to build a deck (that might be a topic for another post). Today, I’m going to talk about the dilemma of presenting your creative live vs. the comfort of presenting it digitally.
While sending a deck to the client over email and waiting for their comments might sound like the comfiest thing to do (especially if booking a meeting is near to impossible). Sometimes you need that extra “oomph” (this is not a word, obviously). What I mean is that sometimes you need to paint a more comprehensive picture to your client other than just words and images over a PDF.
For example, a few months ago, we presented a couple of ridiculous radio spots to a client. For the first one, I had to act the voice over and the SFX so the client could imagine how the final product would sound. The second one was presented with a spec spot that we badly recorded on our computers.
Both were sold and produced.
Because the client didn’t have to imagine them.
I know that this might be harder to do with TV spots or more innovative ideas. But that’s why I started this post with that Mad Men scene. Because if Don Draper had put that speech on a deck and emailed it to the client, he might not have sold the idea.
When we present live, we can act, we can paint, we can play with our client’s imaginations. Guide them to see and think the way we did when we created the idea.
When we send it digitally, we can only hope they see it the same way as we imagined it.
And let me ask you a question. How many of you have sent or received an ambiguous text message that could be interpreted in so many ways?
So if you really want to sell an idea, book that meeting. Don’t leave it to chance.