In the “final round” of presentations in a review, agencies have a Pavlovian tendency to show excessive amounts of spec work. (It’s one of 3 causes for new business presentations always running overtime.)
They do this because they’re “lookin’ for the love” from the prospect and believe that showing more work will increase the odds of that “love” being triggered.
But research shows that clients make their selection decision almost entirely based on “I trust them and I like them.” And that’s not about the work. It’s about the people who do the work. (If it was all about the work, then why is it that the work presented rarely ever appears.)
Less is more. Increase your win rate by showing just a handful of executional ideas and concentrating instead on how they’re being presented. It’s the “actors” on the “stage” that they’re buying.
