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SCKattered Thoughts

Simply Hiding in Plain Sight

Mar 10

By: Barb Cagley on 3/10/2010 4:17 PM

Yesterday, a new client told me he cannot just write us a check, go away and expect a great marketing plan. This statement stung at first. I thought he was telling me that I wouldn't be able to do a good job for him. My first reaction was that I can learn about his company, what made it special, who his audience is and find a hook that will get results. But, I now realize he was right; In order for me to best learn, he needs to be involved as my teacher. After all, nobody knows his company better than him. The more information he provides the better the result. The art of my job is to understand what makes his company special and determine how to convey the message in a memorable way. Listening to what is said and what is not said is my job.

A couple years ago I created an assessment questionnaire. I give this to all our clients to complete when we begin their project. Annually, I review this document to determine if it needs updating. These questions are so basic, surely my clients think they are obvious and that we are not great thinkers. However, at the conclusion of every assessment interview, we walk away knowing the client pretty well and I always find a kernel of information that grows into a concept. They always come up with something I never would have thought of.

Maybe it is the obvious things in life we need to look at. It is hard because there is so much noise distracting us. Right now I am sitting in a coffee shop and watching people. There is a little girl who is carrying a purse like her moms. Mom is on the phone and put her purse over her shoulder. Her daughter just put her purse over her shoulder too - or tried but her coat is too bulky and it fell on the floor. The obvious: children imitate their parents. Lesson: if I want to raise children with strong values and ethics then I need to lead by example.

I did not intend to be so philosophical. The point I wanted to make is, a truly successful project is one where we can create a team with our clients, work WITH them rather than working FOR them and always ask what may seem like the obvious questions. You never know what you will learn.

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