This article is based on Drayton Bird's advice on how to make successful presentations. Bird was former International Creative Director and Vice Chairman of Ogilvy & Mather and these tips were previously only available to the employees of Ogilvy & Mather.
His advice applies not just to account executives, but also to anyone who makes business presentations.
Many a presenter feels compelled to present in a hi-tech way. He thinks that if he fails to impress his audience in this way, he will be written off even before he begins his presentation. And then there's the question of which part of the creative work he should begin with.
Also, if it is a direct mail letter or an ad, does he have to explain how the headline, subheads, and body copy fulfill the objectives laid out by the client? Drayton Bird has all the answers.
Disadvantages of Overhead Projectors in Presentations
Often, how the account executive presents will be determined by factors such as time, money and personal preferences. Thus it is "crazy" according to Bird to spend a fortune on slides or typeset boards for a relatively unimportant presentation.
"For my own part," says Bird, "I prefer either slides or boards, or a flip chart. I have never been able to use overhead projectors very successfully. That's because you have to do several things at the same time."
Bird explains that the presentation has to be kept in the right order; the acetates have to be separated neatly so that none are missed out; the image should appear straight on the screen; lines that should not be seen have to be covered up until ready to be revealed.
And all the while, the presenter must gaze intently at the audience as often as possible.
He says, "I recommend that you present in a way that you feel most comfortable with. Always bear in mind that if you are going to use an overhead projector or slides, then it must be a lively presentation. Otherwise, in a darkened room, you will have severe danger of people literally falling asleep."
Choosing the Starting Point of the Presentation
The presenter should start his presentation where he feels the reader or viewer is likely to start in the direct mail pack, ad or commercial. For instance, the front of the envelope or the headline or the beginning of the commercial.
He must explain how what he has done fulfills and relates to the proposition he has already explained, and why his proposed method is the best way to draw people into the message.
Rationalizing is Important in the Presentation
The account executive must reiterate why a particular piece fits into the logic he has already explained in the presentation. Says Bird: "Show bit by bit how the various parts of a piece bring to fruition the thinking you've already revealed."
How to Present Creative Work
Account executives should present in the way that makes them comfortable. Perhaps they'd prefer to use flip charts or boards rather than overhead projectors. The presentation should begin with the beginning of the creative work – such as the headline or the beginning of the commercial.
In addition, the role played by each part of the creative piece should be explained.
If you enjoyed this article, you might want to read Drayton Bird's advice on how to deal with money matters and client reactions during the presentation; objectives, reasoning and solutions; and theme and attitude.
Source:
The Notes of Drayton Bird – Commonsense Creative
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