David Higgins, promoter for WBO heavyweight champion Joseph Parker, believes their pre-fight campaign about the claimed "glass jaw" of IBF, IBO, WBA champion Anthony Joshua was a huge factor in securing a proper deal for the upcoming unification.
Higgins and Parker did numerous interviews about Joshua's ability to take a punch.
But the New Zealand promoter believes things changed when they held a press conference to showcase their "factual" video package to cement their position that Joshua has a glass jaw.
A deal was eventually finalized for March 31 at the Principality Stadium in Cardiff.
According to Higgins, the first offer was very low - but the money quickly picked up after they began their "glass jaw" campaign.
"The initial offer was low and rightfully so because UK fans didn't know Parker; they thought it was a one-horse race and Joshua was impenetrable and no one was calling for the fight," said Higgins to RadioLIVE's Sunday Sport.
"So I said to myself, 'How do we fix that?' I thought let's launch a facts-based strategy being provocative. We studied Joshua because there were rumours going around of him being dropped and it was interesting because it was the worst-kept secret in boxing.
"We were just analysing his strengths and weaknesses, which hasn't been done. It got Joseph media coverage in the UK and upset his fans who started saying, 'Who is this disrespectful New Zealander?'"
Higgins believes their video press conference was the real kicker in getting under Joshua's skin - making the British superstar demand the contest take place.
"After that infamous press conference it worked. Suddenly Hearn is at the table making an offer and it was less than what we wanted so we kept at it. I don't revel in it because it was uncomfortable. Like if I was promoting Tyson Fury I wouldn't need to say a word. Tyson is a walking headline," Higgins said.
"It's uncomfortable for them as well and it is for me, but you have to do this to get the result and we did it and it worked. Eddie Hearn has publicly and privately praised the approach, and so it's quite strange when you have a few New Zealanders downplaying it. This should be a celebratory thing for Joseph and it wouldn't have happened without the build-up we had."