I mentioned the other day I had a call on a project from a potential new client. It’s not going to work this time, but mainly because her budget is tight and she’s hoping to spend where it makes the most sense. In my opinion, the project she outlined was critical, but I’ll let her be the judge. But if we had gotten past budget issues, she would have been given a list of questions to help me see her project as she was seeing it.
I don’t vary too much in my questions to clients because in most cases, they’re the same general questions necessary to put together a decent first draft. There are cases when I need explicit information or much more detail, but for most projects, the basics do just fine.
Here’s what I put in my client questionnaire:
1. What approach are you looking for – professional, conversational, authoritative, friendly?
2. Are you working with any theme at the moment? Is that the overall feel you’re shooting for?
3. What have you tried in the past? How has it worked?
4. Who is your best client?
5. What makes your company or products different than the competition?
6. What do you think are the benefits of going with your company over those you consider competitors?
7. In one sentence, sum up what you think your company is or represents.
8. What is your biggest communications challenge?
9. How does this project fit into the company’s overall growth strategy?
10. What do you hope to achieve from our collaboration?
I don’t ask about budget in the questionnaire because we have to have had that conversation first. As I said before, if there are more project specifics I need, I’ll include those.
What questions do you use to be able to deliver the right project to your clients?
12 responses to “The Client Interview”
I needed this! Thank you so much. I've sketched something similar, but yours is much better… of course. 🙂
Damsel, I wouldn't say better – just different. 🙂
I also ask what audience they've targeted in the past, and how they want to enlarge that audience.
I also ask what types of projects they'd like to work on in the future. That gives me a good hint about where they're trying to go with the business, but that's kind of covered in your question about the company's overall growth strategy.
What sort of answers have you gotten for Question 10? I imagine that could be all over the board. How does the answer you get help you formulate the writing for the client?
Good question, Devon. Sometimes they've tried what you're about to suggest, which can make them think you're dipping out of the same stale writing well.
Ashley another great suggestion, for it allows you to give them some new ideas, like a blog, an enewsletter, a print newsletter….
Great questions, Lori. I always ask who the ideal reader would be for the specific marketing piece (as it can be different depending on the piece).
Love these. 🙂
Devon beat me to it. Knowing what type of audience they want to reach – consumer (also ask their target demographic), trade, b2b – can make a big difference in tone and approach.
Turning the tables, Lori: what's the best question a potential client has asked you?
Good one, Cathy!
Paula, the best question? I like the ones that are collaborative, so I think the best question was "What are your thoughts on this type of copy versus what we have there?"
It creates an atmosphere of brainstorming. To me, that's the best question because we're now a team, not just client/writer.
I like to know as much about their expectations in business as possible. Do you find some that act like it's a huge secret and don't want to give you much?
Wendy, I've had one do that. One. He wouldn't even tell me his name! What is that? But most have been very open, and I've been able to calm any jitters by offering a NDA.
Lori I'm going to "borrow" those questions. Do you change your approach when you have familiarity with the client? I would think a collaborative relationship is the goal, but most of the time the client will dictate.
Wade, just steal 'em outright. It's why I put them here. 🙂
I do change the approach, yes. Some of the questions are the same, but once I know the client and am tuned in to their "vibe" I can get more detailed with the questions.
You're right – the client does in most cases dictate. That's fine too, but I like to send even the subliminal message that I'm on their side and am willing to be a strong partner.