As agency folks, we want to be the hero swooping in to save clients from marketing disaster. We’re only blocked by clients that don’t understand our work, or want too much control over the creative process. Why won’t they just let us save them!?
Transactional analysis has the answer. When we position ourselves as the hero, we start a psychological dance that ends in frustration for all parties. In this talk, I’ll explore how power dynamics operate in agency/client relationships, and share an easy switch to break the cycle for good.
5. Exhibit A: Make it pop
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Agency
"Can you be more specific
about what's missing from
this design?"
Client
"If I tell you what I want it to
look like, aren't I doing your
job for you?"
6. Exhibit B: The never-ending proposal
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Agency
"Let's chat about what
you're looking for, then we'll
put together a strategy"
Client
"Once we've seen your
strategy, we'll tell you if it's
what we're looking for"
25. What will you need from us to make this a success?
Coaching questions
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26. By playing the rescuer we end up doing
work we don't believe in
Clients that are focused on detail are often
feeling powerless
To move to adult state, we need to act as
the coach
This can start as early as the discovery call,
and will actually win you more business
To recap...
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