Thursday, December 27, 2012

High Concept, High Context, High Content, High Contact

Ideas don’t sell themselves.

If you’re lucky enough to get a meeting with someone who can say yes to you, be ready to present more than just another high concept pitch.

After all, single assets in isolation don’t have much value. But when you come through the door with an arsenal of weapons, your ideas will be very hard to resist.

Try a few of these.

Research is the new black. Smart people do their homework, but a genius works over an idea like a train hobo with a chicken bone. Don’t feel compelled to present every thread of your research, but make sure people know you put in a hell of a lot of work when nobody was watching.

Give your idea a handle. Labels make it easier to classify and comprehend what’s going on around us. By putting something into words, you give people the ability to choose. Don’t be afraid to name your ideas. If you do so correctly, people will comprehend them correctly.

Bring props. Instead of building a hype engine around your idea, physically make one. Build a prototype of your idea and have the dummy ready to go. Then, when the time is right, slap it down on the table. And instead of talking, you’ll have something to do the talking for you. You’ll be interesting before you open your mouth.

That’s the secret of selling ideas.

High concept, high context, high content and high contact.