You need to envision yourself on the other side of the client's desk. You may be thinking about marketing, promotions and advertising, but that is about 10% of the client's equation. They are thinking bottom line, ROI, meeting daily and monthly numbers, brand, resources of all types, fulfillment and a myriad of other things. They also do not want to introduce more heartburn or problems. Calls from above about something gone wrong are feared. The best presentations I have seen come from those who understand my business and present ideas on how to solve my problems not just today, but long term. Therefore, you need to understand the client's business, competition and industry.