The Power of an Artful Pitch

On day as we both pushed our young daughters on the swings in a neighborhook park, Raymond McKinney (a CD at The Martin Agency) told me “Good work that is presented like shit… is shit.” Luckily our daughters were both too young to pick up on the colorful language that gave flavor to that GREAT advice. I often recall those wise words, and I usually flip the quote around 180 degrees. It then takes on a little different meaning:  “Any work that is presented real well… is better work.”

Learn how to present work from the master, Peter Coughter.

Getting people to buy an idea takes two important things:  1) a good idea, and 2) a good presentation. Too often we focus so much on the idea an how the idea looks, that we forget to make sure the work is presented well.

One of the best presenters in the ad business is Peter Coughter, a colleague of mine at VCU. For years he has been inspiring young minds on the art of the presentation in his class called “Persuasion” (MASC-664) at the VCU Brandcenter.

I have never sat in on his classes, but it’s been a wish of mine for years. His work is that good. In January we’re all going to get the opportunity to learn from this master. Buy his book now, and it will make all of your work a lot better.

“The Art of the Pitch: Persuasion and Presentation Skills that Win Business”

by Peter Coughter

Release date:  January 3, 2012

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