"If you would persuade, you must appeal to interest rather than intellect." -Benjamin Franklin
I think that this really cuts to the heart of what we do, not just as regards the advertising that we create but also in how we present to our clients.
Contrary to popular belief, a ninety-slide Powerpoint deck of graphs and bullet-points is not automatically persuasive. Rather, it is generally deathly boring for all concerned. Worse, it only engages the left half of the client's brain, which leads to logical & critical reactions and opinions about the minutiae of your presentation.
If your presentation was an ad, would anyone pay attention?
Love your last point. Very Jon Steel-esque.
Posted by: neilperkin | March 18, 2007 at 02:34 PM
Thank you -I'm flattered!
Posted by: Jason Lonsdale | March 18, 2007 at 05:28 PM