Comments on: The Client Interview

By: Lori

Lori — Fri, 10 Jun 2011 12:12:18 +0000

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.

By: Wade Finnegan

Wade Finnegan — Fri, 10 Jun 2011 03:27:34 +0000

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.

By: Lori

Lori — Thu, 09 Jun 2011 20:51:31 +0000

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.

By: Wendy

Wendy — Thu, 09 Jun 2011 20:38:53 +0000

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?

By: Lori

Lori — Thu, 09 Jun 2011 20:24:16 +0000

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.

By: Paula

Paula — Thu, 09 Jun 2011 15:21:53 +0000

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?

By: Cathy Miller

Cathy Miller — Thu, 09 Jun 2011 14:26:54 +0000

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. :-)

By: Lori

Lori — Thu, 09 Jun 2011 13:37:07 +0000

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....

By: Ashley

Ashley — Thu, 09 Jun 2011 13:21:28 +0000

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?

By: Devon Ellington

Devon Ellington — Thu, 09 Jun 2011 12:33:40 +0000

I also ask what audience they've targeted in the past, and how they want to enlarge that audience.