Chapter 8
Turning a Proposal into a Marriage
In This Chapter
◆ Flaunt the truth
◆ Now presenting … you—and your ideas
◆ Putting together a great proposal
◆ Shotgunning proposals to various companies
◆ Start strong, end stronger
The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.
—Bill Bernbach, legendary advertising executive
Life’s a pitch! And nowhere does a pitch need more energy than when it comes to new product concepts. The pitch not only has to be powerful and efficacious, but it needs post-pitch propulsion (PPP)—the ability to survive long after you have departed. And above all, it must be honest.
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