Presentation, Presentation, Presentation

The old expression says that the real estate biz comes down to three things (all together now: location, location, location). In the ad business, it's presentation. Peter Coughter is a professor at VCU Brandcenter who specializes in presentation and communication skills. He regularly advises agencies like Crispin Porter + Bogusky, Goodby Silverstein, Taxi, Butler Shine & Stern, and many others on how to continually improve the effectiveness of their creative presentations.

I realize that Peter's dinner is paid for by giving his presentation skills workshop, so I won't recount what was covered in great detail. I will however, recommend his workshop to everyone in the advertising business, and offer up a few tidbits that are worth thinking about. Consider these some "highlights:"

During a presentation, the Human mind processes:
Words: 7%
Tone of Voice: 38%
Visual: 55%

Target the Amygdala: over 90% of all decisions are made emotionally.

Hara Hachi Bu: What does a Japanese dietary principle have to do with how you present? Google it, think about it, and then sign up for one of Peter Coughter's workshops.