Occasionally, a great idea will sell itself. The other 99% of the time, you have to find a way to persuade others that it is, in fact, a great idea. Most executives spend the vast majority of their time creating their work, and almost no time on the presentation. Through an engaging and humorous narrative, Peter Coughter presents the tools he designed to help advertising and marketing professionals develop persuasive presentations that deliver business. Readers will learn how to hone their individual natural presentation style, how to organize a powerful presentation, how to harness the elegant power of simplicity, how to truly connect with an audience, how to rehearse effectively, and most importantly, how to win.
The Art of the Pitch
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Book Description
Frequently Bought Together
Editorial Reviews
Review
"What you'll love about this work is the total freshness it brings to presentations. From the very first chapter, Coughter redefines the challenge, resets the approach and shares invaluable tales from the front lines that will make you ache for a chance to get back in the game." - Dan Wieden, President, Wieden & Kennedy
"So you've spent hours, days, and weekends working on your next big idea? Well, all your work may count for diddly squat if you can't sell it. That's where Coughter's book can help. It's like getting one of his valuable Workshops in book form." - Luke Sullivan, Chair, Advertising Department, Savannah College of Art & Design and author of Hey Whipple, Squeeze This
'This book is full of stories from great presenters. I know many of them. Three are on my list of the top people I've ever heard present. Peter Coughter is the best of them. Every creative person, every account person, every client, every Marketer everywhere should read this book. It is essential to selling your ideas.' - Pam El, VP, Marketing, State Farm
'Peter Coughter is not only a master of the pitch, he's an outstanding teacher. Read what he writes, and then read it again. This book is a gem.' - John Adams, Chairman, Chief Executive Officer, The Martin Agency
"So you've spent hours, days, and weekends working on your next big idea? Well, all your work may count for diddly squat if you can't sell it. That's where Coughter's book can help. It's like getting one of his valuable Workshops in book form." - Luke Sullivan, Chair, Advertising Department, Savannah College of Art & Design and author of Hey Whipple, Squeeze This
'This book is full of stories from great presenters. I know many of them. Three are on my list of the top people I've ever heard present. Peter Coughter is the best of them. Every creative person, every account person, every client, every Marketer everywhere should read this book. It is essential to selling your ideas.' - Pam El, VP, Marketing, State Farm
'Peter Coughter is not only a master of the pitch, he's an outstanding teacher. Read what he writes, and then read it again. This book is a gem.' - John Adams, Chairman, Chief Executive Officer, The Martin Agency
About the Author
Peter Coughter is a Professor at the prestigious VCU Brandcenter at Virginia Commonwealth University and President of Coughter & Company whichconsults with leading advertising agencies around the world.His clients include: Crispin Porter + Bogusky, DDB, Cramer-Krasselt, Dentsu, GSD&M, Goodby Silverstein, JWT, Leo Burnett, Publicis, Y&R McKinney and many others. Peter was a Founder and President of Siddall, Matus & Coughter, one of the Southeast’s most respected agencies. He lives in Richmond, Virginia.
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Customer Reviews
Most Helpful Customer Reviews
9 of 9 people found the following review helpful
Format:Kindle Edition|Amazon Verified Purchase
Great presenters realize that people make decisions emotionally; they will rationalize decisions based on all the facts and figures, using the objective to help them justify the decisions they made subjectively, according to Peter Coughter in this book. It is critical to make the audience feel that what you are suggesting is the best thing for them.
According to the author, the elements of an effective presentation include:
* It's a conversation, only you're doing most of the talking.
* Be yourself: what audiences want is authenticity.
* Tell stories: we all love stories that grab our attention and hold it all the way to the end.
* Know your stuff: don't memorize the presentation, but know the underlying ideas thoroughly.
* Relax and be personable: it's the audience that really counts, so don't worry about yourself.
* Teamwork counts: in great presentations, teams present as if they really like one another.
* Make it personal: a level of intimacy builds credibility and makes a connection.
The book is written from the perspective of an advertising agency executive, but the principles described are applicable to the marketing of any professional services, or more broadly to any form of public speaking or private presentation. In accordance with his own advice, the author provides numerous engaging stories of business won through persuasive presentations, and the book includes brief insights from a number of experienced presenters.
Many of the key points are reinforced by being repeated several times in the book.... Read more ›
According to the author, the elements of an effective presentation include:
* It's a conversation, only you're doing most of the talking.
* Be yourself: what audiences want is authenticity.
* Tell stories: we all love stories that grab our attention and hold it all the way to the end.
* Know your stuff: don't memorize the presentation, but know the underlying ideas thoroughly.
* Relax and be personable: it's the audience that really counts, so don't worry about yourself.
* Teamwork counts: in great presentations, teams present as if they really like one another.
* Make it personal: a level of intimacy builds credibility and makes a connection.
The book is written from the perspective of an advertising agency executive, but the principles described are applicable to the marketing of any professional services, or more broadly to any form of public speaking or private presentation. In accordance with his own advice, the author provides numerous engaging stories of business won through persuasive presentations, and the book includes brief insights from a number of experienced presenters.
Many of the key points are reinforced by being repeated several times in the book.... Read more ›
3 of 3 people found the following review helpful
Format:Hardcover|Amazon Verified Purchase
There's no gimmicky self-help advice in this book. Peter Coughter is not trying to give the reader tricks to become a better presenter. At no point does he suggest that you stand like a pirate, picture the audience naked, or channel your spirit animal. He simply presents the tools to become a great presenter.
Some thoughts on the book:
Much of his advice is surprisingly simple. But, for some reason, almost no one does the things recommended in this book.
The anecdotes from Advertising/Marketing professionals that are scattered within the book are interesting. It's especially fun to hear about the presentations that went wrong.
Coughter isn't contrarian just to be contrarian, but he does disagree with conventional wisdom sometimes. He also isn't afraid to admit that some presenting cliches are spot on.
The book's not theory. It's all practical solutions based on real life experience. That's what makes it so valuable.
Some thoughts on the book:
Much of his advice is surprisingly simple. But, for some reason, almost no one does the things recommended in this book.
The anecdotes from Advertising/Marketing professionals that are scattered within the book are interesting. It's especially fun to hear about the presentations that went wrong.
Coughter isn't contrarian just to be contrarian, but he does disagree with conventional wisdom sometimes. He also isn't afraid to admit that some presenting cliches are spot on.
The book's not theory. It's all practical solutions based on real life experience. That's what makes it so valuable.
2 of 2 people found the following review helpful
By Y Allen
Format:Hardcover
It is no secret that the most confidant people have a larger sphere of influence than the rest of us. With the techniques in this book, you'll no longer have to psych yourself up to give a presentation or "fake it". You'll be honestly confidant in the presentation you're about to deliver because you'll know what you're about to say is exactly what needs to be said, with the perfect timing, tone, level of information & visual accompaniment. If selling your work matters, you can't afford to not read this book.
4 of 5 people found the following review helpful
Format:Hardcover
As a speechwriter and presentation developer for many years, I didn't think I needed any help for improving what I wrote. Boy, was I wrong. Mr. Coughter does an outstanding job offering some valuable tips and suggestions for delivery a stellar presentation. I get it now.
I was humbled. I realized that though I may know the basics and can put together a pretty decent presentation, throughout this book, one message came through loud and clear: simplicity in both your message and slides. It was extremely helpful that he illustrated his points by using real life examples. Great examples, by the way. This is invaluable reference book; one that you will want right to keep next to your computer.
I highly recommend this book for both the veteran speechwriter, as well as individuals looking to develop their first presentation, and for everyone else in between. Just go and read it!
I was humbled. I realized that though I may know the basics and can put together a pretty decent presentation, throughout this book, one message came through loud and clear: simplicity in both your message and slides. It was extremely helpful that he illustrated his points by using real life examples. Great examples, by the way. This is invaluable reference book; one that you will want right to keep next to your computer.
I highly recommend this book for both the veteran speechwriter, as well as individuals looking to develop their first presentation, and for everyone else in between. Just go and read it!
1 of 1 people found the following review helpful
5.0 out of 5 stars
Effective presentations beat boring, illegible powerpoint shows
February 11, 2013
By bluefish710
Format:Hardcover
This book illuminates the fact that most presenters have some weaknesses in their presentations. This actually makes sense, because nobody spends much time going to "presentation" school- I suppose it's not surprising that most of us aren't very good at it. We transmit data alone, and fail to frame it with emotion.
If you want to improve your presentation style, or understand the underlying dynamics involved, this book is well worth the read.
If you want to improve your presentation style, or understand the underlying dynamics involved, this book is well worth the read.
1 of 1 people found the following review helpful
Format:Hardcover
I have attended a multitude of trainings and workshops covering the subject of improving presentation skills throughout business school and during my career in sales. Before I read this book I thought I knew most everything there was to know about presenting well and I was reluctant to read another book that I thought would offer little in the way of new subject matter.
Coughter does offer the same best practice concepts as the other presentation experts, but he does it so uniquely that it is as if you are learning about them for the first time. His book embodies exactly what he preaches...present in such a way that it appears you offer something superior even if your idea is the same as your colleague. He provides a great example of an agency who had two teams present the same solution to a client but one team's delivery was so much better that the client didn't make the connection.
My favorite line in the book is "be yourself, everyone else is taken". Seems like common sense but very few people act like themselves during a presentation. Coughter says that trying to be professional actually makes us appear less genuine because we are trying to be someone other than ourselves. It is amazing how many engaging and confident people lose their best qualities once they are placed in a formal presentation setting.
Cougher's advice is simple but it takes hard work and courage to put into practice. I continually refer to the book for new ideas and inspiration prior to every client/prospect engagement, and I have no doubt that I will continue to do the same now that I have vowed never to give another mediocre power point presentation!
Coughter does offer the same best practice concepts as the other presentation experts, but he does it so uniquely that it is as if you are learning about them for the first time. His book embodies exactly what he preaches...present in such a way that it appears you offer something superior even if your idea is the same as your colleague. He provides a great example of an agency who had two teams present the same solution to a client but one team's delivery was so much better that the client didn't make the connection.
My favorite line in the book is "be yourself, everyone else is taken". Seems like common sense but very few people act like themselves during a presentation. Coughter says that trying to be professional actually makes us appear less genuine because we are trying to be someone other than ourselves. It is amazing how many engaging and confident people lose their best qualities once they are placed in a formal presentation setting.
Cougher's advice is simple but it takes hard work and courage to put into practice. I continually refer to the book for new ideas and inspiration prior to every client/prospect engagement, and I have no doubt that I will continue to do the same now that I have vowed never to give another mediocre power point presentation!
Most Recent Customer Reviews
5.0 out of 5 stars
An eye-opening book for any professional
I bought this book and have read it 3 times already. It is amazing. Peter is an experienced professional who knows the winning solutions to effective presentation skills. Read more
Published 19 hours ago by Don McLean
5.0 out of 5 stars
Nothing but solid advice
Peter Coughter gives solid advice from beginning to end. During a few portions you almost feel like he is repeating himself but then he leads you towards even more tips ways to... Read more
Published 4 days ago by writersblock
5.0 out of 5 stars
Brilliant
This book is not only informational but inspirational for anyone who works in the advertising industry. Read more
Published 1 month ago by Hudson Haines
3.0 out of 5 stars
Not Quite as Profound as Advertised, Mildly Useful
I can narrow down the perfect market for this book really easily: you are working for an agency that relies on presentations to win business and you have a trip coming up that... Read more
Published 4 months ago by Matt G
5.0 out of 5 stars
Great Service
Great service. It was an excellent selling and buying experience and I appreciative their professionalism and timely feedback with any question I had.
Published 5 months ago by R. McClain
5.0 out of 5 stars
Exceptional Tips for Presenting in Business, and in Life
The term 'pitch' as it relates to advertising and business quickly conjures up scenes from "Mad Men" and the 1950's/1960's advertising era. Read more
Published 6 months ago by Jeremy Abel
5.0 out of 5 stars
A Must Read for All Who Have Ever Used PP
Its completely true that we are being PP to death. The fact is, presentations are boring, and everyone takes the same formulaic steps to put one together. Read more
Published 7 months ago by cmokroy
5.0 out of 5 stars
Read this book. Read it right now.
It would seem that everyone thinks they can present. Until they see themselves on tape. Enter Peter Coughter and The Art of the Pitch. Read more
Published 9 months ago by Dave P
5.0 out of 5 stars
Well Worth Purchasing
I initially borrowed this book from a friend, but after reading it I found it to be a must-purchase as it has proven to be a great reference again and again. Read more
Published 12 months ago by Tim K
5.0 out of 5 stars
A must for public speakers
If you do any level of presentations or public speaking, this book is a must. Peter spells out effective methods of making the most of your presentations simply by doing what you... Read more
Published 12 months ago by Edmacbc95
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