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When presenting a bold idea, I feel like as creatives we get very caught up in the fact that it’s unique or visually crafted or a new brand direction, but forget to tailor the message to our audience. What gets you excited about the creative often won’t land with a client who leans on the safer side. Find the things about that area that really highlight the client ask and hone in on that while selling it.
Currently dealing with difficult clients and this method has helped immensely to steer them away from the safe choice.