This document contains a collection of short talks or tips about pitching from Lowe Profero. It discusses how agencies often give away their strategic thinking for free during pitches in hopes of winning implementation work. It emphasizes that the implementation work is often a commodity, and agencies would be better off focusing on insights and strategy during pitches. The document provides 25 tips for pitching, such as practicing extensively, focusing on insights rather than gimmicks, telling a story with the work, and making it clear what's in it for the client.

1. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLCLowe Profero - Agency Credentials 2014-2015. CONFIDENTIAL. © Copyright 2014
We create ideas people belong to.
Lowe Profero US

2. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC 2
short
talks

3. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC 3
Damian Claassens
New York, March 27, 2013
25things
aboutpitching
towin.
Lowe
Profero
Short
Talks

4. The worst thing about
pitching is that agencies
give away for free their
highest value product –
their strategic thinking.

5. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC 5
The worse thing about pitching is that agencies give away for free their highest value
product – their strategic thinking. Attempting to make up for the financial gamble that
participating in a pitch entails, agencies try to make a profit off implementation work.
The problem is that the implementation is often a commodity. It reduces the client-agency
relationship to a more transactional level, of buyer and vendor. And as time marches on
and agency margins drop, the cost of doing business for the agency goes up, putting
further strain on the relationship.
That can be directly traced to the willingness of agencies, unique among service
providers, to give their product away for free.

6. The best thing about
pitching is winning.
2nd place is first last.

7. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC 7
Every new business pitch should do three things:
Inform Entertain Answer+ +

8. Justbecauseyouwereinvited
doesn’tmean
youhavetopitch.
01

9. Inadvertising,thewords
pitchandpaycheck
rhyme.True.
02

10. Thepitchbeginsthesecond
you’reinvited.
03

11. Actlike
you’vealready
04
beenhired.

12. Beclearabout
deadlines
05

13. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC 13
Everybrief
isaBIG
06
opportunity.

14. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC 14
Nothingisascontagious
asenthusiasm.
07

15. It’sabout
insights.
08

16. It’sallabout
thought.
09

17. Bewareofthe
thegimmick.
10

18. It’salsoabout
bravery.
11

19. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC
Ifyoukeepaddingmorecolors,
eventuallyitturnstobrown.
19
12

20. Phase2.
It’swherethedreamslive.
13

21. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC 21
Practice,practice,practice.
Andthen…
Practiceagain.
14

22. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC
Knowyourpitch
22
sowell,youcangiveit
withoutthedeck.
15

23. Theabilitytospell
theclient’sname
16
isanicetouch.

24. Remembertostop
talkingaboutyourself.
17

25. Letthework
dothetalking.
18

26. Safelyassume
theclientcanread.
19

27. Onceuponatime…
Makesureto
craftastory.
20

28. Don’tjusttellme.
Showme.
21

29. Theclientalwaysasks,
“Sowhat?What’sinitforme?
22
A Lion. Bozo.A strategic relationship.
Rrrr.
A fee.

30. Bealeader.
Behavelikean
underdog.
23

31. Lowe Profero Short Talks 2014. Copyright © 2014-2015 Profero LLC 31
TheI.T.setup
willneverwork.
24

32. Always,always
dryyourhands
beforeleaving
25
thebathroom.