Be a 5% Better Strategist: 3 Tactics with Tough Clients

I don’t like Clients.

That’s a ridiculous thing to say because advertising is and always will be a service business. So, no clients mean no job, no money and no work.

So, while I accept that I need Clients, I am extremely wary of them. I don’t like the idea of someone paying for professional advice and then taking every opportunity to criticize it. I don’t like being only as good as my last campaign, ad or brief. I don’t like the inherent undercurrent of “Thanks for your thoughts, but I’m paying you, so do what I say.”

If part of you feels the same way, here are three ways to fight back.

1. When the Feedback Gets Silly, Elevate.

Client feedback gets really silly, real fast.

The logo is too small. The positioning is missing a comma. The casting isn’t “premium” enough. Unfortunately, creativity (and the strategy behind it) is inherently subjective and therefore at the constant mercy of individual Client’s taste. There’s no right way, only a liked way. And if it ain’t liked, it ain’t getting made.

The mistake is to engage the feedback head on for too long. Don’t waste your time. Ultimately, if the Client thinks the logo is too small and you think it’s just the right, there’s no resolution to that. If he thinks the strategy is too provocative and you think it’s what’s necessary to get noticed, there’s no resolution to that. You can try to change his mind, but chances are you’ll lose.

Instead, try elevating the conversation.

If you’re debating a logo, elevate to the entire layout and how the logo fits that layout. If you’re debating a print ad, elevate to the holistic campaign and how this ad plays a very specific role. If you’re debating a campaign, elevate to the strategy and why every part of the campaign is expressing one cohesive thought. If you’re debating the strategy, elevate to the business problem and how the strategy is addressing a specific commercial issue. And so on.

You always want to be talking about why something is the way it is in the context of some higher reason. Once the Client agrees to that higher reason, it becomes much harder to argue the specific execution of it.

2. Offer the Resource Trinity, #1, the QQC. It’s a law of physics.

3. Do What They Want, Then Beat It

Sooner or later in the process, the Client’s feedback may become non-negotiable. He just wants what he wants and will not debate it. At this point, “disobeying” would be outright defiance — a standoff of take it or leave it. Again, chances are you’ll lose (unless you’re ready to fire the Client, in which case, I commend you).

At this point, you want to do exactly what the Client wants. Down to the font size, the word in the brief, music choice — whatever. Just do it — then create another version. Your version. A better version that destroys his version in every way.

Next, you’ll want to share how you followed every instruction down to the every detail and how it led to something good (i.e. giving face for the Client). Make him feel heard, safer and empowered. Then show him the alternate version and explain why it works better. In. every. way.

Usually, it’ll be so obviously better he’ll have to agree— and yet, the choice is ultimately still his. It doesn’t work every time, but often you’ll earn enough goodwill by doing it his way first to gain approval for the version you actually want.

There you have it. Give it a shot next them you’re about to give up, pull out your hair, complain or resist and see if you get a different result.

///