By Solomon C. Robert
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Extra resources for Art of Client Service
It did indeed work. It was a creative leap, right past the positioning to a tagline. All our work to date validated those three words. We would have to see if it held up. If it did, we knew what our positioning recommendation would be. You can spend weeks, even months, immersed in research, but insights often come in a flash of recognition. One clear insight is worth a thousand data points. Of course, you need to do the heavy lifting in the marketplace—the customer research, the competitive analysis, the field visits—but there comes a time when you should put the research away and go with your instinct.
That was an additional setback, but the writers took it in stride and turned around the copy by early afternoon. The client approved the revision. Then we had to scramble to get the finished ad to the newspapers. There wasn’t enough time for the normal rounds of proofing, but we made the Thursday evening deadline. We were pretty proud of ourselves. We enjoyed the moment—but it didn’t last. The ad ran as scheduled. Except for the typographical error, it looked pretty good. 14 We couldn’t believe we’d missed it.
31 • Be a customer. You should buy the products and services your client sells. The purchasing process can be telling. By using the product or service, by being a customer, you can better understand what other customers experience. Doing these things gives you a perspective that can help sharpen and define the marketing and creative strategy the agency develops to drive creative work. It also can help uncover the overlooked fact that may drive an insight that results in killer advertising. Here’s an example of what I mean.
Art of Client Service by Solomon C. Robert