If you want to sell something, say something.
And say it well.
That’s the secret.
Well, at least it was one of our secrets when we turned around TBWAChiatDay NY back in the day.
Starting in 2015, we went 14-17 in pitch wins. And at one point we were 7 for 7 in 7 months.
The secret? Words.
Everything we pitched had a great line.
“the answer company” for Thomson Reuters.
“Place of Possible” for H&M.
“Ignite Something” for Hearts on Fire, the diamond and jewelry brand.
To name but few.
You see, clients buy words.
If you want to sell something, say something.
Of course, your people, your process, your pricing is important, too.
But after all is said and done in a pitch, the key takeaway is always the words.
Because when you’re not in the room and the clients are debating, the thing they are debating is the idea. And you need words to express it.
The great brands know the power of words.
Look no further than BMW and Nike. (I don’t even need to say their words. I am 100 percent certain they came to your mind already.)
These days we see a lot of gimmicks, stunts and social posts for brands, but not a lot of clarifying and motivating words.
Not a lot of “platforms.”
That’s what we hear a lot about, too: a brand’s “platform.”
Well, here’s another secret: a good idea platform will drive and unite all the media platforms.
A good set of words for a brand will inspire and connect all the media platforms from Alphabet to X and all the Instagram, TikTok and DOOH in between.
Geico knows this.
Hilton knows this.
Ford knows this.
So know this: Clients buy words because consumers buy words.
And isn’t that the most important word of all?
Rob Schwartz is the Chair of the TBWA New York Group and an executive coach who channels his creativity, experience and wisdom into helping others get where they want to be. This was originally posted on his Substack, RobSchwartzHelps, where he covers work, life, and creativity.
Header image: Unsplash+ in collaboration with Allison Saeng