On Selling Ideas
Good ideas never sell themselves. It is up to you: the designer, the art director, the creative director, the production designer, the illustrator, the copywriter, the reader, the manager, the observer. It is up to you: your own self who has gotten you here. The meeting room: be it virtual or reality. You have finally created the opportunity, so now you must sell your ideas, your thoughts, your originality, the value you have added, what has gotten you here. Always. Every time.
You are fortunate to be able to do this.
How do you know if an idea is good?
You know it when you feel it. So what do you do when either you’re not sure that feeling is enough or you’re not sure how (or when) to pitch it? After all, you don’t need to sell the idea to yourself. First, of course, you need to think of your audience. You could match their language and their energy. There are some common elements you need to consider in order to move the idea from a potential to a win. Or at least a “sure.” You can take it. Even a nodding of the head.
Small wins are wins.
Does your idea add value?
Why does it matter to the person you are talking to? Why should they care? Many times in large-scale client presentations, I intentionally set up my pitch or concept with comments such as, “this applies to you [in this way]” or even more obviously, “I’m going to explain why this matters.” Every single part of your presentation should relate back to why it matters to your audience. And the “why” is usually to help people make more money, achieve a better reputation, gain more followers, encourage action. It is to add value. You need to tell them why they should care. The value of your idea will not always be obvious to others, so never assume.
In a meeting with my boss, I’ll take the same approach: “I have something I need your support on that is important to me, and it’s going to add value [to this company, in this way].” Same goes for a conversation with my 13 year old son: “I’d like to try [something], and it’s going to be helpful to me [in this way] and helpful to you [because of this].”
The goal is mutual. It should never be one-sided.
Can you amplify other opportunities at the same time?
Can your idea achieve more than one positive result? These other opportunities may or may not exist yet (they may be part of your idea) or they may already exist and your idea can plug into it. A good idea is inarguably good if it can stretch into other opportunities and unfold possibilities; better yet if there is little to no extra effort needed. Again, you know it when you feel it - your brain sparks, and it spins to all the other possibilities with one idea. It grows and flourishes easily.
Sell the garden with the seed.
Can it span across different sales channels?
By definition, a sales channel is “a way for a business to reach customers and sell its products or services”. This means it can be physical or digital and include direct sales, indirect sales, online platforms, retail stores, etc. Assume a customer asks for a specific need - let’s say - a collection of tee shirts given away for an event. However, we gain prestige and are noticed because we pitch the idea that hits that need plus three more. We suggest engaging our audience via social media by proposing a limited edition collection. We share the success of including pop-up shops onsite at the event. By recommending advertising on a public website, participation from fans increases. Even better if you can back this up with facts from previous successes (sales, KPIs [key performance indicators], followers, etc.).
Creative strategy drives revenue.
Do you have a good track record?
This one can be a little more personal. How have previous ideas been received in the past? This is where some established trust comes in. This is where hard work pays off. A strong belief I have here is that with time and consistency, we will achieve so much, and it will get easier. But it is hard to wait.
Be open, kind, patient and consistent; do not waver.
Image via Ken Orvidas / www.orvidas.com