Selling the Big Idea

Thought everyone would like to read Chris' Big Idea.....So here ya go...
Philip J

Selling The Big Idea RE: Every Word Matters (Online Publishing Insider, 12/18)
From: Chris Witt, Witt CommunicationsI work with 1) C-level executives who want audiences to embrace their ideas (proposals, initiatives, directions, etc.); and with 2) high-tech professionals who get called in to make an oral proposal for large government contracts. They don't think of themselves as being into sales, and I don't try to convince them that they are. (But they are.)
Everything you say about selling a product applies to selling an idea or a proposal.
I ask my clients to be clear about WHAT (what is their idea, product, or service?), WHY (why should the audience care about it? how will it help them solve a problem, achieve a goal, or satisfy a need?), and HOW (how can they use it?).