by Leo Wiles
11 November 2016
Most of us get into journalism because we have a raging need to communicate about issues that resonate with us.
It spurs us onto greater heights and keeps us going, even when our pitches fall short of becoming commissions.
However, at some stage we have to grow up, put our teenage and twenty-something angst aside, and realise that the real core of our business is helping clients achieve their goals.
Sure, it’s wonderful to land a client whose niche website, title, manual is aligned with our own passions – but it’s paramount to put your ego aside and realise that although the client may be interested in your professional background and areas of expertise, they need you to deliver far more than that.
From the first point of contact you need your game face. That means the can-do attitude of a problem solver who is solely focused on them. (In other words, don’t use work meetings to talk about your sick dog, heavy workload from another client, or inability to adapt your writing to their house style).
In a nutshell, you need to razzle-dazzle them with copy to educate, inform and entertain while all the time understanding the real purpose behind the commission.
For example, are they looking to reposition their brand? Launch a new product? Retain members? Grow their audience base and/or enlarge their market share? Is your work destined to be part of their internal or external communications project and where does it fit in their marketing calendar?
Don’t think this advice is solely for those of us with corporate clients either. It applies to editors, too. Once you understand what the desired outcome is, you can then really begin to talk their language and begin on the road of being their go-to person.
The one they’ll think of and call every time they need to outsource something.
It’s a great position to be in, and once you start thinking like your client does, and delivering the outcomes they expect, you’ll start to find yourself with much more repeat business.
What other ways do you try to think like your clients do?
