How I sell my ads to C-level

Usually, fun ads don’t die because they underperform. They die because the CMO won’t even agree to test them.

So I use this presentation framework to convince executives to run my weird ads:

​1. Cover (1 slide)

Campaign name, client logo, and date.

2. User’s Pain Point (3 slides)

I like to start with: “You know, it’s just not fair.” Then, I explain what our persona is going through:

• Persona (Name, photo, and basic facts)
• Their Problem (The product should be the solution)
• Supporting Facts (Press articles, Tweets, Reddit comments that prove this pain is real)

3. Agenda (1 Slide)

I show them what’s on the menu. Usually, it’s:

4. Concepts (4 slides per concept)

For each idea, I present:

• Concept name
• Human Insight: What makes these ads relatable?
• My ads (mocked up → I use admockups.com)
• Ad Breakdown: I explain why I believe this concept is going to work
• Press mockups (Optional)

5. Practical Stuff (3 slides)

Then, I go over:

• Budget & Resources: What we’ll need to make this campaign happen.
• Timeline
• Goals & KPIs: Long and short-term objectives.

6. Discussion (1 slide)

Next, I recap my ads and take questions. If everything goes well, they’ll pick their favorites, and we’ll move on. But if not…

7. Handle Objections (~5 slides)

In this part, I try to predict their objections and address them.

And in my course, Boring Products, Fun Ads, you’ll get:

• My answers to the most common B2B client objections.
• A video where I walk you through my pitching process.
• My pitch deck template (Figma/Google Slides).

And this framework works — ask the tech CEOs who worked with me 😉