As part of unLOCKEd’s 10th Anniversary series, we wanted to discuss some common things that marketers hear from clients! These phrases become comical when you’ve been in the marketing business for a while. Like any industry, marketers generally know best about marketing – that’s why you hired us! Of course, that doesn’t mean we don’t welcome and appreciate client feedback!
1. “We want you to be really creative this time!”
This one is a classic… Of course, we see where clients are coming from, but this is not nearly as helpful as you think. Creativity doesn’t always strike us, and even when it does, the idea doesn’t always accomplish the objective or match the company or audience. We always try to think outside the box, but creativity is not always the buzzword you believe it is!
2. “Just follow the layout I did in Word.”
Microsoft Word is great… for documents. Many other applications are available that will work better for a marketing project and create a better result, and it’s often difficult to convert anything in Word into them.
3. “It’s not wowing me.”
Like I said, we welcome client feedback – but this one isn’t very helpful. Vague, negative feedback makes it very difficult for a marketer to figure out what to change. We want you to like the finished product, but we can’t read your mind!
4. “I’ll know it when I see it.”
While this is also very vague, it is also a waste of a marketer’s time. We are happy to create and edit multiple options, but we need some kind of direction. Additionally, your personal preferences may not align with what will resonate with your audience! At least listen to your marketer’s reasoning before writing off a design.
5. “I can’t pay you, but I’ll be happy to introduce you to a bunch of other clients.”
Marketers hear this a lot, especially when they’re just starting out. While meeting clients is helpful, if they expect us to work for free, as well, we’ll never make any money. Refusing to pay someone who has done work for you just undervalues them and their work.
6. “My kid has a Mac. She can do that for free.”
Your kid may be able to design something on their Mac. Still, it’s very unlikely that they can tailor it to your audience and company objectives, get it seen by your audience, monitor its success, and analyze its metrics to report on and improve. Trust your marketer – you hired them for a reason!
7. “Someone else messed it up, and I really need you to fix this ASAP.”
Marketing takes time, and it takes even longer when you have to fix someone else’s mistake. Whether it’s a design going through multiple rounds of approvals, A/B testing to understand your audience, or building up a website with backlinks and content, don’t expect your marketer to be able to get something done overnight!
8. “I can get it done at a cheaper rate somewhere else.”
Once again, trying to talk your marketer into lowering their prices undervalues their services. If you’re set on a cheaper rate, you will probably end up sacrificing another aspect, such as quality or speed.
9. “Can you make it pop?”
Another vague request. Do you mean the colour? The contrast? Against the background? Make it bigger? Add an outline? Stand out against the competition? Try to be as specific as possible with your feedback.
10. “Can you make it look just like this?”
The short answer is probably not. If it’s an image you found online or from another company, there’s the issue of copyright. Even if that isn’t a problem, it may not work well for your audience or campaign goals. Marketers think of all these things when they create a design or strategy – that’s why you hire us.
I love my job, and I love my clients, even when they say these phrases! It can be difficult to entrust someone with your marketing; that’s why we use our expertise to work with you. Trust your marketer, trust unLOCKEd, so you can focus on running your business.
Author: Sarah Murphy
Comments