Dear PitchSmarter: a client wants me to ‘risk-share’ with him: if our recommended campaign boosts his sales revenue, we get paid, if not, no $$$s. Sounds dicey to me. What’s up with this? Lottie Lotto, New York. Dear Lottie: Do these same clients pay their health clubs only if they lose weight? Their police...
Monthly Archives: February 2009
The experience conundrum
Clients want category experience but not conflicts. What’s an agency to say and do? I don’t think any of us would get on a jet plane if we didn’t believe the pilot had hundreds of cockpit hours flying that type of aircraft, in all kinds of weather and situations. And if hero captain Chesley...
Dear PitchSmarter: How do I find out whom we’re pitching against?
Dear PitchSmarter: I’m dying to know whom we’re pitching against, but I can’t get the client to spill the beans. Any suggestions? —Private Eye Dear Private: Many clients won’t disclose your competition outright, even though it can help you strategize your pitch when you know the strengths and weakness of your opposition. But clients...
Can clients tell when you lie to them?
You never would fib or even stretch the truth a little in a pitch, right?You really did talk to 25 research respondents. Your pitch team will be 100% dedicated to the client’s account. The product is going to be the next blockbuster. And the headline change the client suggested truly will improve the ad....
