If you want a client to appreciate the knowledge and people the Agency has out behind the pitch, be anecdotal. The visuals themselves shown during a presentation are not enough. To tell the full story, and involve the audience in the story, talk about the merits of the creative in the context of the people who did the work.
This is not so easy. For an inexperienced presenter, trying to remember and convey all facts is hard enough. To reach a point where you can be anecdotal, the client service need to be very comfortable with their content. They have to know it backwards.
Trying to recite stories while remembering facts is near impossible.
Example presentation using anecdotes
There can be a lot of pressure on all the parties leading up to the creative presentation. Anecdotal give the presenter creative angles and human perspective to the pitch. This can break down barriers and open conversations which build trust.
Imagine the client service is unveiling a website they have completed building. A speaker who is anecdotal will mention the art director's point of view on why he chose a particular shot on the homepage, what improvements the user group suggested when they tested the registration page and why the client service asked the developer to change text on some pages because I felt it was 'unfriendly'.
“You'll notice this page displays some 'unfriendly messages'. We suggest rewording them to read like this”.
“Our users got stuck here during the registration. They were confused, so we recommend introducing a heading”.
Anecdotes inject life and context into a presentation. They build confidence in the mind of the client, who recognise the agency's contribution. Subtly, the client is being educated on how the agency ticks and delivers work.
In creative pitches, these kinds of insights can provide differentiation against competing agencies.
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