Have you ever made a presentation that made the client mad?

Have you ever been in this nightmarish situation? You worked your brain to a nubbin coming up with a creative approach you were sure would work like gangbusters for the client. You presented your concept to the client with verve and enthusiasm, anticipating high-fives and praise. Then, at some point during the presentation, you noticed an expression, not of delight, but of tight-lipped anger, on your client’s face. You stumbled and stuttered through the rest of your presentation feeling like a child who is about to be banished to “the naughty step.” When you finally sputtered to a halt, the client was angry, your concept was dead, and the dank odor of failure hung heavily in the air. Before the presentation began, you and the client were friends and comrades talking and laughing about sports or movies. Now your relationship was on the rocks. Wow. How did the situation get so bad so fast? Quite simply, the client was expecting one thing, and you gave them something different. Your client was happily anticipating pistachio ice cream with a cherry on top, and instead, you brought garlic mashed potatoes. S/he just suffered mental whiplash, and now s/he is hurt and angry, feeling like the victim of a bait-and-switch scheme. • “Assuming” really does make an ass of you and me. Your client’s assumptions and yours going into the project were clearly at odds. And as it turns out, you’re the ass. • In case you’re wondering Yes, I have been the ass before. This article is about what I’ve learned, not what I’ve always done. • The rules of effective advertising are so basic that we think everybody knows them. We think if we follow those rules, the client will recognize how rational and effective our concepts are. Wrong. Many clients need education about what constitutes effective advertising, and it’s to your advantage, and theirs, to provide it, diplomatically. You’re sure, of course, that they already know all of this, but you’re just going over it to make sure everybody’s on the same page. • Clients have ideas During your initial discussion about a project, the client may offer some ideas about what their advertising should be like. Sometimes, those ideas are good. Often, they’re not. Your best approach is to listen respectfully and acknowledge their ideas. Maybe you even take notes and summarize what they said to show you were listening. Then, once the client feels “heard,” you can artfully turn the conversation slightly and begin to explain your operating premises. Like the goals you try to reach, and your creative approach to getting more business for your client. You need for the client to start nodding in agreement. If you can get that nod upfront, you can avoid a lot of trouble later. Here are a few instances where you may need to do some client education: • If your client wants to do “we”-based advertising You must explain that effective advertising is not about what their company can do, but what it can do to help its customers meet their challenges. See my post, “Do You ‘We’ On Potential Customers?” • If your client wants to focus on machinery That gleaming, expensive X&OElig;985/OT machine they just bought is really neat and machiney-looking, but how does it help solve customers’ problems? Tell that story and forget the picture. Or use an arty close-up of some part inset in the copy. Or maybe a wallet-sized photo the client can show to envious colleagues at trade shows. • If the client hired you just to execute their creative ideas You may need to tactfully inform them how much more you can do than just regurgitate their ideas into print or Web vehicles. However, if you find that a wrist or a typist is really all they want, you have a choice. You can turn down the project. Or you can play the game and cash the check. • If you educate, inform, cooperate, and produce good work, and your client still isn’t happy Well, some people are just naturally unhappy. Maybe it has very little to do with you. Take heart and know that there are some clients out there who will appreciate all that you have to offer, and that with diligence and good referrals, you will find them. 2009-07-25T20:53:18Z