Perfect Pitch Live
The book and Jon’s talk were slightly skewed towards WPP-style international agency networks and their clients (‘first fly your global pitch team to one location’ and ‘as you’ll have several months to work on the pitch’ being among the classics in the book) but Jon was warmly received and made some very sensible points:
1) Dump the Blackberry. Apparently your IQ drops ten points when you’re constantly being interrupted by calls and emails. Jon also pointed out that the subconscious mind is better at processing data than the conscious mind, so you need to stop work and go and do something else for a bit to let your brain get on with it.
2) Bin PowerPoint. Or at the very least just include a few key images and statements on very clean slides – put all the detail in the leave behind.
3) When in doubt, leave it out. An image tells a thousand charts. Just because you’ve done half a dozen focus groups and commissioned some Quant to boot, it doesn’t mean that you have to report it all in detail. Insights only.
Of course, in a perfect world we wouldn’t ever have to go through pitches – clients choosing agencies on the basis of their reputation, work for existing clients and chemistry with the account team. But maybe its only the frantic environment of a pitch that produces the kind of breakthrough thinking that clients are looking for?
By the way – Hello to anyone who was there and I didn’t say hi to – for example I’ve no idea what Beeker looks like. Perhaps we should have had badges with name, agency and blog on to make things easier.