Creating great work isn’t easy. But it’s easier than selling great work. Why? Because great work is scary. It takes risks. It makes bold statements and it doesn’t take no for an answer. In the profession of advertising, great work rises to the top. And the Brand Managers and VPs that are willing to take risks also rise.

But how can we sell good work? What’s the best way to push it through?

1. Nailing down smart strategy statements. Take the clients words, use the research and back up every single creative element. We’re using red because… Our tagline begins with a verb because… Using their words and their approved phrases to sell creative means you’ve listened. And you’re on strategy. And clients love it when you listen to them. Repackaging their words validates creative executions–if they’re on strategy.

2. Build a good relationship. Not an easy thing to do. And it takes time. You can just make jokes or laugh at theirs. You have to understand the ins and outs of their job. What it takes to do what they do. Who they answer to. The best client relationships I’ve had happen when I’ve stood in their shoes and understood the environment they work in.

3. Complete a thorough Competitive Analysis of every competitor in the industry. What’s their position? Graphically, what are they trying to convey. Using your work as a means of difference will help sell your idea through. Warning: This is a time-intensive project. But it’s worth it because it shows your client that you’ve done the research and you’re doing your best to make them different from others.

4. Remind them of their fears: The phone not ringing or their product gathering dust on the shelves. Scary stuff. But this stuff happens when advertising isn’t on-point and doesn’t take risks. Bad advertising isn’t just ineffective. It’s ignored. And that’s a waste of media dollars.

That’s just a partial list of tips. There’ll be more including anecdotes from conference tables and real-life situations. Stay tuned.