Most creative ideas don’t get rejected because they’re bad.
They get rejected because they’re mis-pitched.
You’re pitching creativity.
Your approver is judging risk.
That mismatch is where great ideas go to die.
Let’s fix that.
The Core Problem: You’re Selling the Idea, Not the Outcome
Most pitches sound like this:
“This would be cool.”
“It’s different.”
“Competitors are doing it.”
“It could go viral.”
To a decision-maker, that translates to:
“This might blow up in my face.”
Approval isn’t about creativity.
It’s about confidence.
And confidence comes from structure.
The 5-Part Creative Approval Framework
Use this exact order. Not because it’s pretty — but because it lowers resistance.
1. Start With the Business Constraint (Not the Idea)
Open with their problem, not your solution.
Examples:
“We’re struggling to get thumb-stopping attention in the first 2 seconds.”
“CPMs are up 30% and current formats aren’t breaking through.”
“Our creatives fatigue after 10–14 days.”
This signals: I understand the business.
2. Anchor the Idea to a Proven Pattern
Never present something as “new.”
Frame it as:
A remix
A pattern
An evolution
Example:
“This is a variation of the UGC-native hook format that’s working well on TikTok — but adapted for our audience.”
New = risky
Familiar = safe
3. Show the Logic Before the Asset
Don’t show the creative first.
Explain the thinking:
Hook logic
Psychological trigger
Platform behavior
Example:
“People stop scrolling when they recognize themselves. This idea uses a POV opener to create instant self-identification.”
Now when they see the creative, it makes sense.
4. De-Risk It Explicitly
This is the step most people skip.
Call out risk before they do.
Examples:
“We’ll test this with 10% of budget.”
“This is for one creative sprint, not a full rebrand.”
“If CTR doesn’t beat baseline in 72 hours, we kill it.”
You’re not reckless — you’re controlled.
5. End With a Clear Yes/No Ask
Never end with:
“What do you think?”
End with:
“Can we approve this for a limited test this week?”
Specific ask = easier decision.
Bonus: The Language That Gets Ideas Approved
Replace this ❌ | With this ✅ |
“This is bold” | “This is a controlled experiment” |
“Let’s try it” | “Here’s how we’ll validate it” |
“It could go viral” | “Here’s the success metric” |
“It’s different” | “It solves this problem” |
Creative approval is a communication skill — not a creative one.
The Real Shift to Make
Stop pitching like a creator.
Start pitching like a risk manager with taste.
When approvers feel:
Informed
Protected
In control
They say yes more often.
And faster.
If you want more frameworks like this — the kind that help you get ideas shipped, not just admired — you’re in the right place.
