Young creatives, here’s a hard truth: Even the most brilliant ideas won’t make an impact if you can’t sell them. It’s a tough pill to swallow, especially when you’re bursting with creativity and passion. But selling—yes, selling—is the skill that will make or break your career.
The Power of Persuasion
Let’s start with the basics. You’re not just creating ads, campaigns, or branding strategies. You’re creating solutions—solutions that clients may not even know they need. And here’s the kicker: clients, more often than not, are risk-averse. They fear change, uncertainty, and the unknown. Your job isn’t just to present an idea; it’s to convince them that this idea is the answer to their problems.
David Ogilvy, often called the father of advertising, said it best: “The consumer isn’t a moron; she’s your wife.” Ogilvy understood that advertising is about persuasion. But let’s take it a step further—persuasion isn’t just for the consumer. It’s also for your client. Your brilliant idea won’t even reach the consumer if it gets shut down in the boardroom.
The Art of Selling Ideas
Now, how do you sell? It’s not about being pushy or manipulative. It’s about understanding your client’s mindset. What keeps them up at night? What are their biggest fears? Tailor your pitch to address these concerns. Show them the data, the strategy, the why behind your idea.
Mark Ritson, a marketing professor and columnist, talks about the importance of research and insight in marketing. He emphasizes that understanding the market, the competition, and the consumer is key to crafting a strategy that works. Apply this same logic when selling your ideas. Equip yourself with knowledge that will make your idea not just creative, but also strategically sound.
The Value of Practice
Sales expert and author Daniel H. Pink, in his book To Sell is Human, argues that everyone is in sales—whether they realize it or not. He highlights that selling isn’t just about transactions; it’s about moving others. For young creatives, this couldn’t be more relevant. You’re constantly moving others—moving them to see your vision, to trust your process, to believe in your ideas.
But selling is a skill, and like any skill, it takes practice. Start small. Pitch your ideas to peers, mentors, or even friends outside the industry. Learn to articulate your thoughts clearly and confidently. Get comfortable with objections—they’re not rejections, just opportunities to refine your pitch.
The Best Ideas Don’t Just Sell Themselves
It’s tempting to believe that a great idea will sell itself. But the reality is, even the best ideas need a champion—someone who can navigate the client’s fears, answer their questions, and, yes, close the deal. If you can’t sell your idea, someone else’s less brilliant but better-sold idea will take its place. And trust me, that’s a hard reality to watch unfold.
Seth Godin, a marketing guru, often talks about the importance of telling a story that resonates. Your ability to sell an idea hinges on your ability to tell a story that connects with your client on a personal and emotional level. Make them see not just what your idea is, but what it can do—how it can transform their brand, their business, their future.
So here’s my quick tip for young creatives: Learn to sell. Study the greats—Ogilvy, Ritson, Pink, Godin. Understand the psychology of persuasion, the importance of research, and the art of storytelling. Because at the end of the day, even the best ads won’t sell if they can’t be sold. And in this business, that makes all the difference.
