“You’re tacky and I hate you…” Not everyone can take the “School of Rock” approach when telling someone they’re wrong. When it comes to marketing agencies, that approach would get a slap in the face from a client.
There’s a fine line between being direct and too frank. Feedback promotes honesty, which can build trust. So how does one tell their client that they are absolutely, astronomically wrong on every level without hurting their feelings?
Step Back
Do not groan and do not call them names, even if they suggest Comic Sans font. Take a deep breath and smile, even if you’re only talking on the phone. Remember the client knows best, even if they’re walking into a train wreck like a new relationship with Taylor Swift.
Ask Questions to Clarify
Marketing agencies need to get into their client’s point of view. Empathy is a powerful skill. Think back to your last painful college group project — that you got stuck doing all the work on, freaking Karen from economics — and how you wanted your thoughts and input to matter.
Clarify what they don’t like. Get input from the client as to how they think they want to fix the problem. This way you can find a suitable replacement to incorporate into the work you’ve already done.
Explain Your Process
At this point, use facts, data and your personal experience to make it clear why you chose what you did. I put emphasis on the fact that you need to explain, not defend. They hired you for a reason and should respect your feedback.
Let It Go
You read that right, pull an Elsa and let it go. The most important skill marketing agencies can perfect is the ability to do what the client wants. If your client is immovable with their decision, sign the release of liability and just do it. Their business is their baby, and through trial and error they will perfect their message. You just take your platinum blonde braid and head back to Arendelle, because the cold never bothered you anyway.
