Revolution of Influence
I've always felt strongly that thoughts and ideas are the great equalizer of brands. No longer do we live in an era where only the largest of companies dictate their degree of influence based on how much money they spend to get in front of more eyeballs with one more 1-way message that's all about them.
The greatest influence can now be in the hands of the most helpful, transparent and personal brands of the world. Are you ready to be one of them? Caliber's Revolution of Influence blog aims to equip you with the strategies, content know-how, tools and trends to find the path that catapults you to newfound success.
Blog posts tagged in Client Relationships
“It’s Not There Yet.”
“I Don’t Like It.”
“Can I See Some More?”
It’s not easy for a writer to hear these. But it’s not that I have a problem with making changes. In my career I’ve probably made more than 25,000 changes. It’s that this kind of feedback is so vague that by itself, it does nothing to help ensure a better product for the next round.
Therefore, what we need to do is probe deeper with questions that draw greater specificity out of clients, even if it has to get slightly uncomfortable or difficult. If you’re an AE or Creative Director, you owe this to your team. There have a been a few times where said AE/CD flippantly replied “figure it out,” to my request for greater detail. But perhaps they were too scared to ask the client. After all, how dare we ask the people paying us for more information so that we can do our jobs well for them.
“Jazz It Up”
“You’re asking me how do I tell someone their baby is ugly?”
“Well, I’ve never heard it said that way.”
“It’s exactly like that. Because when someone is close to their brand, it’s their baby. Some people know that deep down, their baby isn’t perfect even when they talk about it to other people. And they’re right. After all, a baby is a human being and humans are far from perfect.”
When you’re a position to have to tell a client that they have a weakness or two or seventeen, it’s not the easiest thing in the world to do. Someone asked me that recently: “So, um, what do you do when you have to tell a client that, uh, a few things they’re doing aren’t…quite…good?”
The ones who do seem to open up a little more about what’s on their mind, where they want to take their brand and the greater vision for what they want to achieve will invariably find themselves talking about it to me outside of their walls. And when they do that, they tend to say, “C’mon. Let’s go have a few beers. I want to pick your brain about…”
The other day I had a client meeting not in a conference room or a Starbucks but the local establishment down the street serving cold frosty ones. It’s not mandatory by any means that my clients go out for a beer with me…but there’s an interesting pattern I’ve seen emerge over the years with the ones that do.
So if you’re a purchaser of services and believe you’re being slick and savvy in wanting to pay for a taco when you ordered the filet mignon, you’re not. When you’re purposefully trying to screw the other party, that’s crossing a line from good faith negotiation into being less than professional and respectful.
It sounds hilarious. Ridiculous. Insane. Because the reason so many of us can relate to this funny but painfully true video is that we have heard such things prospective clients have said in order to get out of paying nearly as much money. In addition to these, I have echoes of phrases like “sweat equity,” and “if you do this for me, I know a lot of people…” embedded in my brain.