Photos of incredibly unique business communication and sales tools using one's brain to turn up maximin creative ideas.

1. 1

2. This slide show was condensed from our CD-ROM, which
contains may more examples. It is designed to highlight
some extraordinary ways to be ultra-creative in business
communication and sales and marketing. The concepts,
designs, construction and photography of the materials,
visuals and props were done by Ray Anthony, except
where noted.
For more information about what we do, contact:
Ray Anthony, President
Anthony© 2003 by Ray Anthony
Copyright Innovation Group
23 Skyland Place
All Rights Reserved
The Woodlands, TX 77381
281-364-7739
Innovader@aol.com
www.anthonyinnovationgroup.com
© 2009 Ray Anthony

3. © 2009 Ray Anthony

4. Hey... in these tough times, you have to be
CREATIVE
People are being blasted and
bombarded with sales calls,
marketing messages and all
sorts of requests for their
attention. After a while, it’s
natural to become numb and
oblivious to them.
In today’s world, you really
need to be extraordinarily
imaginative to grab and
hold someone’s interest!
© 2009 Ray Anthony

5. Maybe…
- you’re with a smaller company competing with a giant for an important
project and you want to change the rules of the game in your favor.
- you are in charge of a big meeting and need fresh new ideas to make it
a smash hit and make YOU the hero.
- you’ve had poor luck in getting a client’s attention and you now want
to try something more bold, more daring, more audacious... this time.
And You Are Wondering…
- how imaginative can I get and still be “professional?”
- where can I get those “quantum leap” ideas?
- how can I be ultra-creative on a shoe-string budget?
- is there a sure-fire way to be creative, not “corny?”
© 2009 Ray Anthony

6. If you want someone to understand, accept and
take action upon your recommendations, you have
got to stand APART and ABOVE the crowd in how
you communicate your concepts, solutions,
information, feelings or key messages.
The examples in the following slides will show how
you can boost your imagination to produce
Creative Communication Materials such as
business proposals, sale tools, marketing and
promotion pieces, presentation handouts, visuals
or props that will captivate people and better help
you to reach your objectives.
You will see extraordinary ways of gaining a
competitive edge by brilliantly showcasing your
Be a VISIONARY Communicator ideas and solutions.
If you begin to experiment with unconventional
Everyday we are exposed to over 10,000 messages! Junk variations, you will surely differentiate yourself from
mail, advertisements, radio, television and e-mail “spam” are all the competition out there who are too busy
just a few that fight for a moment of our ears and eyes. It trying to play “me-too,” imitation instead of looking
takes I-M-A-G-I-N-A-T-I-O-N to think up novel ways to for fresh, new and exciting ways to innovate how
break through the chaotic clutter that hits us. they communicate, market and sell.
© 2009 Ray Anthony

7. QUICK... we desperately need a breakthrough idea!

8. Imaginative ideas for communication You can creatively transform communication
are everywhere! They often come from materials by modifying characteristics of them.
unusual, unexpected places. Here are For example, for a letter, proposal or visual,
a few places in which to get rich ideas: ask yourself how you can:
 books and magazines on graphic design  change the shape and dimensions (e.g.
make it smaller or larger, use a horizontal
 web sites about diverse topics/areas
format versus vertical... make it round).
 museums, art galleries and craft shows
 give your visual a three-dimensional effect
 book stores and libraries (look at book by building layers onto it or by packaging
covers and magazine illustrations and your proposal in metal, plastic, wood or
advertisements) cardboard boxes, cans or tubes.
Experiment with
 gift/card shops, toy and hobby stores,  add animation or motion to your materials
variations of
arts and crafts and artist supply stores like automatic pull-outs, blinking lights or
your idea or moveable objects.
 catalogs of all kinds of products theme
 supermarkets (see product packaging)  decorate your sign or proposal with solid
objects such as miniature models, plastic
 department, office supply, high-tech Always be on the arrows, doll house furniture, die-cast toys,
gadget and gag gift stores lookout for or tiny light-bulbs.
 home decorating stores
sudden idea
 create a fold-out, perhaps a origami page
opportunities of information.
 brainstorming with creative people
Take risks! © 2009 Ray Anthony

9. GAIN THE “HIGHER GROUND” KEEP IT FROM COMPETITORS
When you develop innovative business 3. Your company will be be perceived as
proposals, presentation handouts and focusing on fresh, new approaches.
visuals or sales/marketing materials, you There is a “psychological transference
gain the “Higher Ground” with customers. factor” involved. Customers are likely to
think, “After all, if this company has gone
There are lots of benefits to infusing novel
through all this trouble for doing a fancy
ideas into your business communication
presentation just for us, imagine how they
materials. How will they react and be
will apply creative problem-solving to the
affected by getting a creatively-designed
key projects they will work on with us!”
proposal, for example? Here are some
likely ways: 4. Your competitors will appear lackluster,
boring, unimaginative and even “lazy”
1. They will be mightily impressed with when compared to the original, clever
the extra effort you made, the time ways you differentiate your company
you spent and the degree of through your innovative designs.
imagination you put into the project. 5. With maximum creativity, you will
2. They will assume that you extend dramatically improve your chances of
the same meticulous quality, igniting a potential customer’s interest,
dedication, and effort to ALL the thus boosting your chances of closing a
projects you do for them – as you deal and developing a long-term,
have done on your proposal. lucrative relationship.
© 2009 Ray Anthony

10. As with any project, you work along a Ask Yourself These Questions:
Creativity Continuum – where ideas can
range from “mild”-to-“wild.” Before you begin
a project, determine where on that range you - What is the purpose of using creativity in
this proposal or other marketing tool?
should fix your communication sights.
Do I want to persuade, inform, motivate
Sometimes a traditional proposal design will or do a combination?
do, while other times you need megaton
creativity to blast away – with sizzling and - How will my imaginative approach
likely be received by my clients?
dazzling ideas – your powerful competition.
Developing imaginative proposals, visuals, - How does being more creative help to
better achieve my overall objectives
marketing pieces or training materials takes
and give my information more impact?
time and money. Some clients (especially
conservative ones) might see your resourceful - Is the time and effort worth it? What
efforts as being too “flashy” or unwarranted. are the downsides or risks of being
Your hard work could backfire! creative at this point?
Remember: every time you design some - How can I use “cool ideas” to better
creative business materials, think about where communicate more clearly, concisely
on the creativity continuum – from simple to or convincingly?
spectacular – you should be.
© 2009 Ray Anthony

11. • For Big or Important Deals
• Maximum “Creative Firepower”
• Competition-Killers
The following slides show imaginative
thematic proposals intended for important
Stunning business deals.
Proposals Stunning proposals “showcase” the
vision and impressive innovation of your
company and will make a HUGE (and often
lasting) impression upon your clients!
© 2009 Ray Anthony

12. You have a BIG potential deal with STUNNING PROPOSALS are:
a organization you are dying to
have as a client. Perhaps you are 1. Highly Creative in the design of the
responding to an RPF (Request For cover, packaging and layout of the
Proposal) or maybe you are inside pages, tabs, and pullouts.
providing an unsolicited proposal. 2. Thematic and Symbolic in the titles,
You know that your most fierce key messages, quotations and visual
competitors will pose a nasty illustrations.
challenge. You have to pull out all 3. Enjoyable to look at and read. The
the stops to make your proposal content is designed and written in an
brilliantly shine compared to your interesting and enlightening way.
competitors. 4. Tailored and Personalized to your
And…you want to score big points clients. There is no hint of boilerplate
and make a lasting impression! content.
The way to do all that is to design 5. Exotic in the Use Of Materials to
Stunning Proposals that are icons of construct the proposal’s packaging.
eye-popping creativity along with 6. Bold and Daring in the originality
superb substance and content. and flair built into your proposal.
© 2009 Ray Anthony

13. © 2009 Ray Anthony

14. The concept was depicted as a oversized match book
with the theme revolving around “firing up” profits.
Throughout this proposal, notice how practically
everything focuses on benefits to the client. The theme
begins with the bold, attention-grabbing title of the
proposal, Starting a Fire of Blazing Profits and the
subtitle, A Creative Strategy to Significantly Boost
MagTech’s Competitive Position.
Designer Leonard Broussard created the “flaming” cover
with dollar signs rising in the fire and printed it out on a
tabloid size (“11 x 17”) glossy stock. He glued a black
paper stock to the underside of the cover sheet using
double-sided adhesive. The large staple was an
industrial-size staple taken from a big cardboard box.
Designed by Leonard Broussard
The back view of the
Scenario cover includes a
realistic-looking match
Imaginex Worldwide Consulting wanted to clinch a strike plate made out
huge deal with MagTech Inc. They decided to go with of confetti paper stock
an eye-popping proposal that hit all the targets with glued to the cover
MagTech... and more.
Strike Plate
© 2009 Ray Anthony

15. Back Cover © 2009 Ray Anthony

16. This proposal has many “small
touches” throughout that reinforce
the main themes and mimic the
characteristics of a real book of
matches. These make a big
difference in the overall visual and
psychological impact of the proposal.
For example, as a client would open
the proposal (as one would open a
book of matches), he or she would
see:
“Open Cover to Strike Profits”
A typical match book cover would
say, “Open cover to strike matches.”
These clever touches illustrate more
than just creativity. They subtly
communicate to your client that
your account team is meticulous
and motivated by even the smallest
details to ensure the success of
your joint team-based projects.
© 2009 Ray Anthony

17. When a person opens the match book cover, one The five terms such as Profits, Efficiency, and
sees “matchsticks.” Designer Broussard found others on the matchsticks represented the
simulated-wood paper that he cut to size to form benefits to the client – the intended outcomes
the sticks of the matches. He used 1/8 inch thick of working with Imaginex. The five words were
white foam as the tips for the matches. He cut a created (with “burn marks”) in Photoshop® and
slit on the side of each tip (using an X-ACTO® printed on inket transfer paper (in reverse type)
knife) and positioned the white foam tips over and ironed onto each match stick.
each match stick.
When you push the matches forward, the executive
summary proposal comes into view (shown below)
© 2009 Ray Anthony

18. The executive summary
document is removable.
A real wooden fireplace
match (coated at the tip
to prevent accidental
ignition!) is used at the top
of the booklet to decorate
and further support the title
theme of Striking Up
Competitive Strategies
outlined in the inside of the
proposal. The five main
sections of the proposal
are listed on the bottom.
© 2009 Ray Anthony

19. Once you open the proposal, you will see 5 tab sections that expand upon the key benefits that were
displayed on the matches. Each tab actually has an attention-grabbing key benefit statement written
on it! Example (on first tab): “Revenue Growth Between 35-40 Percent Over Five Year Period.”
© 2009 Ray Anthony

20. Innovision developed two benefit-focused, attention-grabbing
themes that drove the packaging and design of the proposal:
“Powerful Engine of Growth”
“Supercharging Profitability”
These themes were chosen for their precise persuasive effect.
Around the metal belly-band of the proposal can are four
simple descriptive terms (each beginning with the letter “s”)
that symbolize the four characteristics of the solution that
Innovision Consulting proposed for Acme Global. They are:
Stamina (the Innovision team has to ensure project success)
Strength (of the solution for both the short-and long-term)
Stability (of the partnership between Innovision and Acme)
Significance (of this project on Acme’s financial record)
A detailed, die-cast
Designed by Leonard Broussard
metal engine model (3
½” high, bought in a toy
Scenario store) was attached to
the metal top of the
Innovision Consulting went all out to win over Acme proposal can with
Global Incorporated for a huge, long-term consulting epoxy glue.
and development contract.
© 2009 Ray Anthony

21. Die-cast metal engine attached
to the top round metal piece
The designer created the top and bottom of
the proposal package by purchasing a
chrome breather for an automobile air filter.
For the belly band (the part that encircles
the metal can), he bought thin flashing metal
at a building supplies store. He printed his
graphic on glossy paper and glued it to the
pre-cut metal sheet using double-sided
adhesive sheets bought in an art supply
store.
The band was then rolled to fit and the ends
were glued together. Then, the bottom of the
belly band’s edge was glued to the round
bottom piece with epoxy glue.
The intent of the design of the “Proposal
Can” (which is the packaging for the actual
business proposal) was to create a sense of
excitement, curiosity, and suspense for what
The terms Strength, Stamina, Stability, and Significance
was inside. After all, if you got a proposal
are each placed in one of the four quadrants of the belly
like this, wouldn’t you be fascinated by it and
band of the metal can package of the proposal.
want to know what was “under the hood?”
© 2009 Ray Anthony

22. After opening the cover can, you see
an interesting-looking document (the
proposal for Acme Global) in the center,
surrounded by four small die-cast race
cars, each numbered from 1 to 4 on
their hoods.
The metal cars represent the four major
characteristics of Innovision’s solution
for Acme: 1. Stamina; 2. Strength;
3. Stability; and. 4. Significance. These
four characteristics (represented by the
numbered cars) symbolize that
Innovision’s solutions will be “quickly
driving the success of Acme.”
Each of the miniature cars is attached
to the bottom round metal part by small
pieces of Velcro® tape. When the
proposal is presented to Acme, the
consultants from Innovision will
thoroughly explain the symbolism and
inherent meaning of all the elements of
the proposal.
Top View With Cover Removed
© 2009 Ray Anthony

23. This proposal document was designed to be
a visual knockout by using unconventional
materials with attractive design elements.
The front and back pieces are perforated
steel.
The leather spine was bought in a fabric
store and was bound to the document using
metal fasteners. The combination of metal
sheets, leather and steel fasteners gave the
proposal (and its inside information) the
rugged look of strength, power, and solidity
befitting a durable, long-lasting engine (of
growth) theme.
On the thick-stock paper cover was the
subdued blue picture of the die-cast engine
and the titles/themes, Powerful Engine of
Growth For Acme and the subtitle,
Supercharging Profitability.
Think of how you can use plastics,
corrugated paper, metal, ceramics or wood
to add structure to, embellish and create a
captivating theme for your proposal.
© 2009 Ray Anthony

24. The themes of this proposal focus on how
Innovision can help “drive” the success of
Acme Global. The designer came up with
the concept of gears (as in a transmission
of an engine) that would represent the two
companies company moving ahead with
speed. So, the proposal was sectioned off,
used the tab sheets in the following way:
Gear 1: Strength of the solution
Gear 2: Stamina of the Innovision team
Gear 3: Stability of the partnership
Gear 4: Significance of this project
The designer printed out the tabbed pages
on glossy paper and mounted each on a
thick stock using a double-sided adhesive
paper. He then cut the rounded edges with
an X-ACTO® knife.
The overall visual effect of the proposal
with its packaging is quite stunning. Few
clients will ever experience this degree of
creativity. Those who do will be surely
impacted by it!
© 2009 Ray Anthony

25. Design Factors
 Symbolism
 Metaphors
 Psychology
 Fun Quotient
 The Unexpected
 Take-away Gift
© 2009 Ray Anthony

26. At the end of their presentation (as a surprise handout), they gave
each person a lunchbox (with a superhero on it) that contains
other items inside. The sales executive told the audience of four
people that within the box is a concise “Executive Summary” that
highlights all the key information they covered during the last
hour. As you will see in the following slides, the lunchbox and its
contents symbolize (subtly and unconsciously) the following:
1. Power and invincibility for the customer (FunTyme).
2. Strength against competitors
3. Righteousness for the (customer) company’s cause
When they open their lunch boxes, the unexpected surprises
continue…
Scenario
A sales executive from IdeaCatcher (a toy designer)
was giving a big presentation to a toy manufacturer,
FunTyme, that values creative ideas. Beforehand, the
Each
customer told the account leader that “if you help me person’s
eat my competitor’s lunch, you’ve got the deal!” name and
The IdeaCatcher executive wanted to show their title are
creativity in ways that compellingly demonstrated how placed on
they would give FunTyme a BIG competitive lead. the box
© 2009 Ray Anthony

27. Inside the lunch box are three “100
GRAND” candy bars and a small
booklet which contains the key
summary information from the
presentation.
The candy symbolizes the revenues
and profits the customer will make
as a result of their relationship with
IdeaCatcher.
Underneath the candy bars is the
executive proposal booklet which
was specifically designed to fit within
the small metal lunchbox.
© 2009 Ray Anthony

28. The cover message on the executive
summary is strongly worded and designed
to complement the packaging (metal
lunchbox):
“We’ll Help You to Eat Your
Competitor’s Lunch”
The strong, visceral metaphor of “Eating
Your Competitor’s Lunch” was intended to
(psychologically) immediately capture the
attention, interest, and imagination of the
decision-makers at the presentation... and
it certainly did!
The cover and inside pages were printed
and the cover was laminated and trimmed
tusing a ruler and X-ACTO® knife. The font
was selected to give a fun “cartoon feel” to
the cover. The executive summary was
bound with a white plastic comb.
© 2009 Ray Anthony

29. FIRST PAGE
First page of the Executive Summary
is simple, but strong. It sets a positive
expectant tone of the messages to
follow with the enticing words
“Opportunities” and “Possibilities”
SECOND PAGE
The “Lunch Menu” refers to the
benefits of the proposal that will be
covered in a concise way in the
following pages of the Executive
Summary. Note the positive
implications of the descriptions on
the menu for the customer.
© 2009 Ray Anthony

30. Scenario
TRD Corporation does specialty engineering design.
The CEO was changing his company’s direction and
was looking for a consulting firm to help communicate
that change process (including their new vision/goals).
Fast Lane Communications was one of several firms
responding to an RFP (Request For Proposal). The
Fast Lane account team bought a blank metal gallon
can and a thick artist’s brush. Their theme was
“Painting Your Future” and they decided to use a rich
color design to symbolize the targeted bright future for
TRD. The “Can” concept (below the title) referred to
both the metal can and the “can do” aspect of Fast
Lane’s solutions to exceed TRD’s stated goals.
The covering on the can was printed on glossy paper.
The can was sprayed with mounting adhesive and the
paper was carefully positioned to fit around half the can.
Inside was a carefully rolled up proposal, a sample CD
showing client testimonials and stories of successful
programs done by Fast Lane. “Color the deal done,” the
buyer said after Fast Lane’s impressive presentation!
© 2009 Ray Anthony

31. The metal cylinder (below) can be used to hold a rolled-up
proposal or other marketing materials. Maybe you want
to create a roll-down, scroll-type proposal which would fit
well within the cylinder. The theme here is “Lifesaver”
which you might use to indicate the vital nature of your
solution, idea, plan, or proposal. For the enjoyment of
your customers, throw in some of the real candy too!
There are many types of (metal, plastic, or cardboard)
boxes to hold your proposal or other materials. Look for
interesting designs that reflect a vibrant theme. In the lunch
box (above), it is communicating a positive message with
overtones of building teamwork for example, between your
organization and that of your business partner.
© 2009 Ray Anthony

32. Whether they are used to hold meeting materials, gifts, You can add self-adhesive labels cut to the size and the
candy, or special promotions, boxes and containers made shape you need to add your logo or other information or
out of paper, metal and plastic are a nice way to package graphics to your containers. Ribbons, pins, flowers, and
them. Look in hobby craft stores, gift shops, catalogs, web other decorative items can also be attached to add flair and
sites, party stores, and container outlets for a rich variety. flavor to your packaging.
© 2009 Ray Anthony

33. © 2009 Ray Anthony

34. Scenario
Here is an example of a striking proposal cover
using models on it to boost the visual effect of
the concept. Laseramics Limited wanted to
Close Up View of Die-Cast Cars
partner with Nanotube Fabrication Corporation
(NFC). NFC recently developed a breakthrough
process to create materials made of carbon
nanotubes which are 10 times stronger than
steel and weigh 1/6 as much.
NFC wanted to quickly grab huge chunks of market
share before other firms entered their new industry.
Laseramics, which sells mass volume equipment
that NFC would use in precision manufacturing,
wants to hit their “hot button” which is speedy
growth around the world and to assist NFC to
gobble up market share.
So Laseramics’ 11” x 17” proposal cover has the
global design theme on it with two die-cast race
cars epoxy-glued to the laminated cover. The
yellow racer represents NFC and is clearly ahead
of their main competitor (which is the red car).
© 2009 Ray Anthony

35. • Opening “Closed” Doors
• Reaching Decision Makers
• Leveraging Bigger Deals
The following slides show some vivid and
Awesome extraordinary examples of ingenious ways to
create marketing, sales, or other promotional
Marketing materials.
Tools Keep in mind that there is almost no limit to
the ideas you can transform into clever items
to promote your business.
© 2009 Ray Anthony

36. Scenario
To get the immediate attention of senior leaders in a company...
talk money! Better yet, include some in your marketing
promotions to them! Stun Inc. (a training company) wanted to
get more sales appointments with top people in their accounts.
While browsing in a gift shop, one of their marketing executives
spotted a metal quarter dollar container that caught her
attention. She did not know exactly how Stun Inc. could use it
in their high-level marketing campaign, but she intuitively
sensed value in it.
Later, she and her team came up with the idea of quickly
“hooking” the interest of a CFO (Chief Financial Officer), COO
(Chief Operating Officer), or CEO (Chief Executive Officer) of
the medium-size companies Stun Inc. was targeting for their
new organization-wide Warp-Speed Innovation training
programs.
They created the “gift” that included real money (quarters) that
surrounded the key (value-proposition) message designed to
grab the attention and build the interest of their prospect to
learn more about the innovation training opportunity.
© 2009 Ray Anthony

37. © 2009 Ray Anthony

38. Stun Inc.’s team used a strategy to evoke
curiosity from the decision-maker (who received
this marketing piece) and “forced” that person
to get interactively engaged in its message.
“So We Can Impact Your Profits” was
highlighted on the middle portion of the disk
followed by: “How Much? Multiply the value
of all the quarters on this disk by $2.8 – $3.6+
million. That’s our researched estimate.”
Few people would resist counting the 16 real
quarters attached (totaling $4.00) and then
multiplying it to get estimated profits of $11.2
– $14.4 million based upon an analysis of
the specific customer’s organization being
contacted. Stun Inc.’s strategy worked
extremely well, enabling their salespeople to
get more appointments at high levels in their
top 50 targeted accounts. It worked so much
better than their typical direct mail letter pieces.
Close up side view showing the black foam-core board cut into a round
piece after it was printed, laminated and glued to the foam core. Who can resist the lure of
Quarters were glued to the laminated top using silicon glue. real and potential money?
© 2009 Ray Anthony

39. A “teaser (proposal)-on-a-board” is a perfect way to
entice entice someone to find out more about your
stated claims. It will psychologically make them more
receptive to receiving your phone call to discuss your
business opportunity further.
Scouting for ideas in a large arts and crafts store, a
sales manager saw a set of small wooden doors in
the doll house section. An idea struck! The concept
of “Opening Doors of Opportunity” for a client he was
trying to contact (with no prior luck) was sparked.
On the right side of the board were highlighted seven
key benefits to tweak the viewer’s interest and create
curiosity. The information was printed on a 13” x 19”
sheet of photo quality paper, laminated, and mounted
on a black (solid color throughout) foam-core board
using 3M Super 77® spray adhesive on both sides.
Scenario Then a rectangle was cut out using an X-ACTO® knife
and the the miniature wooden doors were slipped
Pictured above is a imaginative marketing piece that will over it and the sides glued in place. On the back of
quickly grab an executive’s interest with the goal of the doors, was mounted a graphic showing bails of
moving your sales cycle to the next step. money stacked like hay.
© 2009 Ray Anthony

40. © 2009 Ray Anthony

41. Fast Lane Communications, a
consulting and training company
wanted to get the attention of the
Vice President of Marketing of
Travex Corporation, a high-tech
manufacturer that just came out
with a superior technology for
video and film production.
An industry magazine had an
article detailing how Travex
wanted to take advantage of
their digital breakthrough to gain
market share quickly with their
Scenario new hardware and software
product line while keeping main
You can use something like the next idea for marketing/ competitors at bay (until their next
sales campaigns, training class giveaways or as product innovation). So, speed of
handouts at the end of your seminar or presentation grabbing market share became
(e.g. an executive summary). paramount for Travex Corporation.
© 2009 Ray Anthony

42. Fast Lane Communications decided to use
a tin car to hold a customized mini-concept
sales proposal that nicely encapsulated the
benefits and value that Fast Lane could
provide in helping Travex to gain market
share rapidly. The car and the booklet (which
was inside) were selected and designed, of
course, to symbolize speed and winning.
The booklet cover was color-matched to the
metal car and printed using a color printer.
The cover was glued to a piece of art board
(to make it rigid) and then cut to size.
The ten pages of the quick-read booklet
gave the head of marketing concise, but
compelling information on how Fast Lane
would help her company.
This interesting sales teaser enabled the
sales manager at Fast Lane to set up a
meeting. She ultimately got “the checkered
flag” for a sale with Travex.
Creativity IS a winning formula!
© 2009 Ray Anthony

43. • More Impacting Presentations
• Memorable Conclusions
• Focuses Audience Decision-Making
When giving presentations, it is vital to distill,
encapsulate and highlight your information
Executive into your most compelling points. That is the
job of the executive summary.
Summary The following slides show an interesting
variety of executive summaries used as
handouts after an oral business presentation.
Always look for clever ways to make your key
points interesting and memorable.
© 2009 Ray Anthony

44. In over 20 years of consulting and training, we discovered that a vast
majority of people who write proposals or give business presentations
do not include a separate handout that encapsulates all their major
points and messages.
A SUMMARY HANDOUT IS VITAL, ESPECIALLY
IN A SALES OR MARKETING PRESENTATION!
Audiences cannot be expected to remember all the salient points a
presenter makes, even if he or she emphasizes those main points
while speaking. Often called an “Executive Summary” because
it is complete, yet condensed. This one-page (or less) summary
condenses and distills an entire proposal or presentation down to
its sheer essence, thus helping the client to more easily visualize
 Concise attractive, compelling reasons to do business with the person or
 Complete team presenting.
 Congenial Because executive summaries enable an audience to more easily
digest and evaluate information and see how everything fits together
 Compelling
into a “big picture,” it makes it easier for the audience members to
 Captivating make a decision and, therefore, act upon the information presented.
 Convincing The following pages show examples of some novel executive
 Customized summaries that will make a highly positive – and sometimes even
decisive – difference in the outcome of a proposal or presentation.
© 2009 Ray Anthony

45. Wheeler gave an impressive presentation showing video
and animation of their trucks in action. They also wanted to
make sure that their presentation summary would sharply
point out their superior value proposition.
The summary had five key categories with check-marked
supporting points under each category. The page was
printed, laminated and glued to a foam-core board using
3M Super 77® spray adhesive (spraying both sides). It
was cut to size using an X-ACTO® knife and steel ruler.
To add dramatic punch to the summary, Wheeler’s graphic
designer bought an 8-inch long die-cast model truck and
created a customized side panel for the trailer with the
slogan “Moving Fabricon Ahead,” since the customer’s
goal was to quickly out-pace their previous financial
performance – and new trucks would play a role in that
Scenario metric. The graphic was printed on a self-adhesive sheet
and placed onto the trailer’s panel. The impressive
Wheeler Truck Company’s executives were executive summary was the capstone of an impressive
giving a presentation to Fabricon Corporation’s presentation that convinced the buyers to select Wheeler
buyers to sell them over 95 customized trucks. as their specialty truck supplier!
© 2009 Ray Anthony

46. Customized benefits and
value proposition written to
precisely meet/exceed every
one of the customer’s buying
goals, while showing superior
results compared to the
competitors involved.
Die-cast and plastic model
of truck epoxy-glued to the
laminated board with a nice
customized graphic on the
trailer section.
© 2009 Ray Anthony

47. Scenario
The senior executives of Raptor Engine Technologies
were proposing a business deal with TurboMarine. The
overall theme of their oral presentation was that Raptor
could produce a “quantum leap” in new sales and other
major benefits for TurboMarine.
Raptor decided to create a handout that would symbolize
the theme of a quantum leap – a vertical arrow.
On the handout, Raptor Engine Technologies’ graphic
designer included the key information that clearly pointed
out to TurboMarine why a decision to use Raptor’s new
engines – and why partnering with Raptor – would be the
best decision, no doubt!
The designer used a black foam core board to match the
color scheme of the graphic. The arrow was simply cut out
using an X-ACTO® knife after the printed and laminated
piece was glued using 3M Super 77® spray adhesive.
Think of various geometric shapes that you can use to
make your executive summaries and other presentation
handouts more compelling and relevant to the key
messages you want to communicate and symbolize.
© 2009 Ray Anthony

48. This is an example of how executive
summaries can be effectively written
and benefit-positioned for your client:
Compelling reasons to choose your
company as the provider of products
and services
You include 4-8 main compelling reasons
why a potential customer would be best
served by buying from your company or
partnering with your organization
Predicted results and beneficial Impact on
customer – the real “bottom line”
You further summarize and distill those reasons
into predicted results that you can bring to your
customer (financial and/or operational benefits)
© 2009 Ray Anthony

49. Scenario
Shown here is the essence of a concise, simple, but
compelling executive summary focusing exclusively
on the four vital benefits a customer would receive.
Envision a person summarizing her presentation,
then saying something like, “We ‘framed’ our solution
around four major benefits. We want you to ‘picture’
the impact we will make if you select our firm as your
partner in this project.”
She hands out the 8-inch square picture frame. The
psychology is that the presenter is giving them a
realistic picture of attractive, superior returns on
investment, instead of the usual detailed, boilerplate
sales pitch information typically included in handouts.
A small picture frame was purchased from an arts
and crafts store and was chosen for its double-matte
effect, giving the picture a three-dimensional look.
The visual was printed and taped it to the back of the
matte board of the frame. The fact that there’s only
vital information makes it extraordinarily impacting
and memorable!
© 2009 Ray Anthony

50. • Trade Shows and Conferences
• Presentations & Keynote Speeches
• Seminars and Workshops
Whether you are with a group in front of the
room or have your display at the back,
Visuals imaginative and interesting visuals and props
can help inform and even entertain people.
& Props
In the following slides look at the power of
applied imagination. In today’s cost-
conscious world, being creative means doing
some exceptional things inexpensively!
© 2009 Ray Anthony

51. Scenario
We created a display sign that would help us to
compellingly present the features and benefits of
our new product. We worked with a leading sign
store to fabricate the display primarily out of
plastic components.
The theme (highlighted by the green simulated
street sign on top) was “Success Avenue” –
meaning that one’s presentations, web sites, and
interactive training CDs, for example, would
achieve superior results using our still, 3-D and
animated cartoons to spice them up.
To symbolize “driving” customers to Success
Avenue, we built the theme using a movable
plastic model of a “cute” taxi and a transparent
Designed by Leonard Broussard
three-dimensional relief map of New York City that
was glued to the back of the clear smoke-colored
plastic sheet.
Combining characteristics of a sign and a prop, we use it to
describe our CD-ROM (interactive cartoons used for presentations) Attractive simplicity was the design goal of the
at trade shows, seminars, and conventions. It draws people to it display. The other was to create removable items
because of its eye-appealing three-dimensional aspect. that would motivate people to “play with” the prop.
© 2009 Ray Anthony

52. “Street sign” suggesting
results of using the
PresenTOONS
Hinged plastic door
hides removable product
information and
marketing brochure
Clear plastic covers a
paper sheet that focuses
on the benefits of
PresenTOONS
Removable CD-ROM
in jewel case
The friendly taxi that
moves along a short
track when pushed
by hand
© 2009 Ray Anthony

53. The information on this sign (to the right) is the only
marketing text you will see on the display. We
printed the paper on a color printer and trimmed it
Plastic Strips
to size. You can pull away the clear plastic
protective sheet (shown) to get to the paper. The
plastic sheet rides on thin, beveled plastic strips
that are glued to the main board. With this
removable system, we can easily customize the
messages for specific audiences.
A key part of the theme – the taxi – is mounted on a
plastic arm connected to a piece in the display’s back.
The whole mechanism moves when pushed by hand,
either by one of our staff or by a potential customer.
When the taxi is moved to one of three locations, a
sign is shown in the cut-out window of the display.
The left-sided window shows CARTOON
SCENARIOS, the middle one shows 3-D STILL
CARTOONS, and the right-sided window shows
ANIMATOONS when the taxi is moved in that
Movement direction. Moving the taxi is a fun way to explain the
three types of cartoons included in our CD-ROM.
© 2009 Ray Anthony

54. Back view of the The jewel case
display showing the containing the
wide and sturdy CD-ROM of
plastic stand that cartoons fits in a
was glued to the recessed open
main board. The space supported
display is glued at by two plastic
an angle to not only tracks glued to
make viewing the back of the
easier, but to display. It can be
ensure stability of easily removed
the entire display. with one hand.
Opening up the
Back view of the jewel case
display. You can shows the CD-
see the black ROM with an
plastic thin tracks illustration to the
glued to the main left. The friendly
board to support taxi is one of the
the recessed main animated
items like this CD- cartoons in the
ROM jewel case. collection.
© 2009 Ray Anthony

55. Pulling on the knob of the On the back of the small
plastic cover opens the cover (being opened) is a
area that holds a yellow piece of the translucent
sleeve, inside of which is map that is glued on to the
the 6-sided folded cover.
brochure (shown below).
This is the same type of
The two plastic hinges
map shown across the
blend in with the other
back of the whole display.
plastic pieces of the
display.
The marketing brochure (on
the left) highlights the key
features and benefits of our
three types of cartoons.
Showing sample illustrations
of cartoons within each of
the three categories gives
the brochure’s viewer a
strong sense of the detail,
quality, and creativity of the
cartoons’ designs.
© 2009 Ray Anthony

56. Scenario
The Association of Future Rail Engineers
participated in a small trade show. Since
their culture was focused on innovation,
they decided to add some flair to their booth
– but do it inexpensively. So, with a can of
Tinkertoys®, a model train set, and other
materials, their cost of materials came to
less than $120!
Their goal was to create a prop with signs
that enticed trade show attendees to drop
by to learn more about their association and
get a free 72-page report detailing their
plans for the future of the rail industry.
All the signs were printed in color,
laminated, glued to white foam core boards
and then cut to size using an X-ACTO®
knife. The real eye-catcher was the bright
red arrow hanging from the Tinkertoy®
frame that pointed down to the free report.
© 2009 Ray Anthony

57. Besides being a wonderfully
flexible set of building tools for
signs, props, or other objects that
you can use in practically all types
of meetings or presentations,
Tinkertoys® are fun to work with.
You can glue pieces together
for permanent use if you plan to
transport your structure. If not,
you can easily disassemble your
creations and build new ones
quite quickly and effectively. The
structure in this photo was put
together in less 20 minutes.
By themselves, Tinkertoys®
make nice objects. But, when
you combine them with attractive
visuals, models, or other objects
and materials, Tinkertoys® become
much more interesting and useful.
The creative possibilities seem
endless!
© 2009 Ray Anthony

58. Above are close-up photos Epoxy glue was used to attach the
showing the three major signs that hardware to the back of the foam-core
hang on the Tinkertoy® frame. board signs. The signs were positioned
Browsing in a hardware store, the on the Tinkertoy® rods. Once the rings
builders found the ideal fasteners: were centered, super glue gel was
metal rings attached to a round used to keep them from moving.
shaft of steel.
© 2009 Ray Anthony

59. The project team used an
HO gauge model train on top
of the Tinkertoy® structure to
add “eye candy appeal.”
Foam core board was cut to
fit the top of the structure.
They coated the entire board
with white glue and sprinkled
gray gravel (used for model
train layouts) on top and
then brushed off the excess.
A straight length of HO
gauge track was glued to the
gravel using silicone glue.
The final touch was to glue
some green shrubs (also
sold where model trains are)
to the gravel to give it more
of a realistic look of scenery.
© 2009 Ray Anthony

60. The cover of the association report was designed A wooden black easel, that would typically hold photos
using interesting graphics that matched the basic blue, or small art objects, was spray-painted yellow to
red, and green colors of Tinkertoys® parts. complement one of the key colors of Tinkertoys®.
© 2009 Ray Anthony

61. Scenario
Here is how to ingeniously use Tinkertoys® as a
platform for storage and display. I-Spark Digital
sells DVDs of photos, animations, video, music and
sound effects to multimedia and graphic designers.
Their goal was to create a low-cost, attractive,
functional – “cool” – prop that could be used at trade
shows, conventions, or other types of meetings to
sell their products and promote themselves. Using
Tinkertoys®, light bulbs, a die-cast replica of an old-
fashioned gas pump, and foam core boards (cut to
size and painted), I-Spark created a make-shift
masterpiece that won wide praise from attendees
visiting their exhibits.
The color scheme of the signs and foam core boards
matched the typical red, blue, green, yellow, and
orange parts of the Tinkertoys®.
The signs on the structure contained just enough
important information so that passers-by could easily
read and know what I-Spark Digital sold.
© 2009 Ray Anthony

62. This photo gives you a better view of the
construction and components of this multi-
functional prop/sign/ display.
The graphic sheets were printed out in color and
glued (using 3M Super 77® spray adhesive) on
foam core boards. They were cut to size with a
ruler and an X-ACTO® knife.
All visuals were then glued to the Tinkertoy®
structure using silicone glue. They were clamped
together to ensure a precise fit.
Round holes were cut in the blue-painted foam-
core boards. Lightbulbs were tightly screwed in for
a neat-looking fit.
For the taller center structure, two pieces of foam-
core board were cut into hexagonal (6-sided)
shapes for the floors. One side of each was painted
red and yellow.
This prop is a prime example of the flexibility and
wide-range of uses of Tinkertoys® for window
displays in your store, trade show props, exhibits at
conventions, or hundreds of other uses in business
communication environments.
© 2009 Ray Anthony

63. Close-up photos show the construction and signage in more detail. The old-
fashioned die-cast gas pump along with the light bulbs were used to symbolize
“High Octane Ideas” available using I-Spark Digital’s diverse software products.
© 2009 Ray Anthony

64. Well-designed dioramas will “pull” audiences to your
trade show booth or display table (for your meeting or
presentation). Our company created this one for our
seminars/workshops to draw people to our table at the
back of the room that has our products (books, tapes,
and learning materials) for sale.
We regularly go to hobby and arts and crafts stores to
graze for ideas. We ran across a black deep box
frame. Almost immediately, we realized we needed to
create a three-dimensional prop that communicated
one of our key services that we offer our clients.
With our team brainstorming, we came up with the
idea of visually depicting a person caught in a trap
(metaphor for business in a disappointing economy).
In a toy store, we luckily found a male figure that also
included the plastic desk (and all items on it) and
Scenario chair. We bought a regular mousetrap and found a
small dart board with darts in an arts and crafts store.
A “diorama” typically refers to a three-
dimensional miniature model (as shown We decided on including a simply-worded, but hard-
above) enclosed in a frame and possibly hitting series of messages that comprised our value
having a glass cover. proposition for the unique services that we offer.
© 2009 Ray Anthony

65. © 2009 Ray Anthony

66. Here is a side view showing how the
objects within the black frame have a
raised three-dimensional effect. Also
aluminum strips were cut, painted, bent
(so the prop would tilt an an angle) and
then attached to the back of the wood
frame with epoxy glue.
This positioning of objects (e.g. signs,
furniture, desk accessories, dart board
and darts) in such a way gives visual
depth to the prop and makes it much
more compelling and captivating
compared to a flat two-dimensional
piece.
The trick to creating a meaningful,
impacting message collage like this is to
use “typical” objects in “non-typical”
ways. That is the secret of creativity!
© 2009 Ray Anthony

67. Small touches help to paint a vivid picture of what a diorama is To add “visual punch” to the trapped man, we
communicating. We created the small visual “Quarterly Sales” (2” designed a star-shaped background that was
wide x 1 ½” high) with the trend going down, printed it and spray cut out with an X-ACTO® knife. A piece of
glued it to a piece of art board and cut it to size. We then glued it thick foam board was glued to its bottom to
to the top of the desk using super glue gel. raise the whole piece up giving it a strong
three-dimensional look. © 2009 Ray Anthony

68. The man in the trap and the “value
proposition” sign are linked
together in both message and
symbolism. The man’s finger (see
red circle) is pointing to the
headline, “FEELING TRAPPED?”
The next line is a psychologically-
tailored metaphor: Do not let this
economy hold you hostage! which
strikes at a primal fear many
people subconsciously have today.
The remainder of the sign gives
four bulleted summaries of the
value proposition we offer to our
clients. The goal when creating
marketing messages like these are:
- keep it simple
- appeal to emotions and needs
- make it relevant and compelling
- use captivating graphic designs
Value Proposition Sign
© 2009 Ray Anthony

69. Take risks – experiment
Hey, I’m really
open-minded! Look for ideas everywhere
Be willing to make mistakes
Exercise your imagination daily
Challenge the status quo
Brainstorm beyond the first good
idea or solution you come up with
Continuously improve upon what
you have done
“Play” with wild, far-out ideas
© 2009 Ray Anthony