Jon Steel

Perfect Pitch

The Art of Selling Ideas and Winning New Business

• Gebundenes Buch

Produktbeschreibung

In Perfect Pitch, bestselling author Jon Steel shows readers how the principles of advertising research and planning can be applied to the business of presenting and selling ideas. While many books offer tips on persuasion, this is the only book tailored specifically to advertising industry professionals who must sell their ideas or perish. The first job of advertising agencies is to create great ideas, but it doesn't matter if the agency can't sell them. Perfect Pitch provides valuable lessons from inside and outside the advertising industry on the delicate art of presenting and selling creative ideas and new business pitches.

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A professional "pitching coach" for one of the world's largest marketing conglomerates, Jon Steel shares his secrets and explains how you can create presentations and pitches that win hearts, minds, and new business. He identifies the dos and don'ts and uses real-world examples to prove his points. If you make pitches for new business, this is the perfect book for you.

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Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14678976000
• 1. Auflage
• Seitenzahl: 288
• Erscheinungstermin: 1. Oktober 2006
• Englisch
• Abmessung: 235mm x 157mm x 20mm
• Gewicht: 485g
• ISBN-13: 9780471789765
• ISBN-10: 0471789763
• Artikelnr.: 20932830

Autorenporträt

JON STEEL is an accidental advertising professional, a co-creator of the famous "got milk?®" ad campaign, and the bestselling author of Truth, Lies, and Advertising: The Art of Account Planning, from Wiley. He is currently a new business and training consultant for WPP, one of the world's largest marketing communication conglomerates. Among other awards, Steel has received eleven gold Effies from the American Marketing Association for Advertising Effectiveness, a David Ogilvy Gold Award, and a Blue Peter badge for a letter he wrote, at age ten, to the UK's most popular and enduring children's television program.

Inhaltsangabe

Introduction: An Audience with Steve Jobs.
Chapter 1. Presentation Crime: Why Most Presentations Fail.
Chapter 2. Imperfect Pitch: The People of the State of California v.
Orenthal James Simpson.
Chapter 3. Bill Clinton, Johnnie Cochran, and a London Hooker: Learning
from the World's Best Presenters.
Chapter 4. Making Connections: Planning the Perfect Pitch.
Chapter 5. Trevor's Sledgehammer: Crating room for Thought.
Chapter 6. We Will Fight them in the Boardroom: How to Run a Great Idea by
Presenting it Badly.
Chapter 7. Benign Dictatorship: Leading the Perfect Team Pitch.
Chapter 8. The Pitch and Beyond: How to Leave the Client Wanting More.
Chapter 9. The Perfect Pitch: London's Winning bid for the 2012 Olympic
Games.
Acknowledgments.
Bibliography.
Index.
About the Author.

Rezensionen

"...pitching is a necessary evil, and here Steel dispenses his wisdom on how to come through the other side" (The Drum, October 17th 2008)