Hi guys! Question about intuition here.

Sometimes you think of an idea or concept, and you just know. You know it's great, you know it could be groundbreaking. However, "just knowing" obviously isn't good enough of a reason to convince the client. I'm a junior, so maybe this is something that will come with experience. But how do you find the words to substantiate this feeling? Is it reasoning backwards? Is it working together with a great strategist? How do you sell it? Fire away!

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You’ll never sell an idea by asking a client to trust your gut. You have to tie your idea to the strategy they’ve already signed off on.

If you can show a clear, simple, logical link from the strategy to your idea, selling the work becomes much easier.

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The best advice I ever got from a CCO was to never get into the weeds and start defending ideas to a client, but always talk strategy. So on a higher level.

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To quote Gerry Graf, “I like having strategists around because more of my work gets bought and made when I do.”

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It will “resonate” on feelings of xyz common to demographic details

Esp as a junior, it’s hard to get people to buy that instinct. It’s ok to ask an account or strat person to help you sell it. And I’d think your CDs would help too.

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