The Customer Is Always Right…

I’m going to tell you something that will save you a tonne of worry, work and frustration over your content career.

Something you should know that isn’t often said at the start. It’s often overlooked and must be experienced.

But I say, ‘balls to that.’ If I can help you avoid the pain of losing clients or 100’s of rewrites, then I will do it.

So here goes.

The customer is ALWAYS right.

A recent project I worked on is the perfect example.

Let me talk you through it.

The brief I received was from a video production company who had a pressing need of an on-screen video script for an in-house video, for a high-profile client.

The deadline? The next day.

The brief was resplendent with all the details I would need. The tone of voice. The key words and messaging – it had it all. It meant I could get to work quickly and help to produce something that would make the on-screen imagery really pop out.

And the kicker? I was asked to inspire by saying something that didn’t conform to regular corporate videos.

Now you’re talking, this is my jam.

I booted up my script template, used the imagery that accompanied the brief and conjured up some goosebump-raising copy that would compel anyone to watch the entirety of the video.

Fast forward two days later – past the deadline – and we ended up with a decent, if a little safe, video. The imagery was still excellent, but the copy didn’t make the colours more vibrant, it didn’t say something that hadn’t been said before.

It was predictable.

My version was sent over and the instructions I got back were to add in certain things, which I did, well within the deadline still.

The feedback I got from both versions was excellent from the production company, they felt, like me, that the copy really helped the video resonate and leave a lasting impression.

But after a two-day wait, the client decided to go with a version that took 60% of my copy, minus the KAPOW.

And it didn’t bother me in the slightest.


Because the client was happy. They got what they wanted.

And I had done everything in my power to extoll the virtues of content that carried personality, power and panache. Something that veered away from corporate.

And that’s all you can do sometimes as a creative.

You can offer your suggestions, you might get lucky and they might A/B test it. You can tell them that the end-user should be the judge of what really works.

But ultimately, it won’t matter.

In an ideal world, you would create eye-popping content that ripples – as well as having a happy client.

But the bottom line is that keeping the client happy is the main concern and if you can do that with content that they like?

Job done.

The customer is always right, even if they aren’t.

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