This Post Isn’t Cool

You will never sell anything to a client by telling them, “It’s cool.”

Cool is not a reason any client will put their budget and their job on the line. Even if you’re doing ads for the new HALO game, a surfboard, or Porsche. In client parlance, “cool” is not shorthand for “it will sell your product, and make you money, keep your job secure, and maybe even get you an interview in Fast Company.”
Make your work cool. But before you present it, figure out the real reason it’s cool, and sell that.
You’ll not only have more success selling your ideas, you’ll become a better presenter.

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