After thousands of pitches, presentations and projects, I've learned that what ends up tipping the scale in your favour with clients or customers, in a pitch or a marketing promotion, may surprise you. It never fails to surprise me.
While it’s usually the creative concept that I've been asked to deliver, it's quite often something else we include along the way: the strategic and creative write-up in a proposal; an event or video that rallies a team; a manifesto that announces a new day; a thoughtful tactic for internal audiences.
Case in point: I've written RFP’s, both as an agency leader and a freelancer, that helped win national accounts without a single pitch meeting or art-directed creative -- just the written proposal and creative "write-ups." Which goes to show that people pay attention to more than you think.
I've learned a few other things, too.