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E119: How to make your pitches and proposals stand out with Charlie Poulson

We’re excited to announce that SEO Brothers and Opteo have partnered with UGURUS as sponsors of our show.

Charlie Poulson is the CEO & Brand Architect of Americano—a brand design studio.

During a tour of duty through some of the biggest advertising agencies in NYC, Charlie happened upon a niche of designing pitches for the likes of Ogilvy & Mather, Johannes Leonardo, and Major League Soccer to name a few—helping them win a collective total of nine figures in new business.

Charlie now helps other agencies design pitches based on psychographic characteristics and delight their audience with unique and thoughtful presentation day theatrics.

Episode highlights:

  • Charlie gets into how he does “branding for unicorns,” going as far as building playlists.
  • Helping to create pitches came about by carefully watching the pros communicate—with these insightful observations.
  • Learn how to read for and pitch to right-brained vs left-brained thinkers.
  • Rethink bullet points (yes, we appreciate the irony 😉).
  • Think about little ways to express your gratitude—it goes a long way.
  • Charlie offers a simple way to use a gift card to guarantee that your proposal gets read.
  • Run time: 39:00
  • Best advice ever received: Just go to New York City! Do it all the way or not at all.
  • Habit that contributes to success: Google calendar
  • Recommended book: The One Thing by Gary Keller and Jay Papasan
  • Recommended tools: Unsplash for high-quality images



  • “I think the traditional rules for branding are more so out the door.”
  • “I can’t believe I went to college just to do PowerPoint presentations.”
  • “If we create these great designs and our clients can’t use them…they’re just something pretty to look at.”
  • “Clients that are more analytical respond better to things in lists.”
  • “Send a basket of snacks.”
  • “Take a moment on me.” 
  • “If you pick me up in a helicopter I’m going to read your proposal.” 


  • Think about pitching to right-brained vs left-brained people. Follow Charlie’s guidelines for the differences, including whether the brand is itself is right- or left-brained.
  • Try turning data into infographics for the appropriate audience.
  • Don’t cram too much info onto one slide in a sales presentation!




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