The Only Thing We Have to Fear is Giant, Man-Eating Spiders
As creative director, I truly believe this: if you’re a client (current or prospective) and my ideas aren’t making you just a wee bit uncomfortable, I’m probably not doing my job. (By the way, this is different than me making most of the people around me and almost all small children uncomfortable, but that’s another post entirely).
I bring this up today because on Monday, I mentioned this vision in a new business pitch and there was some head nodding, but a whole lot of nervous laughter. At first I chalked this up to the normal, expected response, but I got to thinking about it a little more, and it started to trouble me.
No, not the reaction – the premise.
Why? If everyone values creativity, why should it make people uncomfortable? Recognizing that of course, there are some things clients would never do. And yes, I tailor creativity so it’s client- and audience-appropriate. And no, I’m not suggesting a porn-star spokesperson in EVERY program. So why?
Fear. That’s why.
Fear of the unknown. The untried. The untested. Fact of the matter is (and as a former client, something I can attest to), most of our clients are paid to not sink the ship. Rare is the organization that embraces, let alone rewards creative risk taking. They’re encouraged to maintain the status quo. So clients are far more apt to take the safe route. After all, it’s their head on the chopping block. Better to go with the known. The familiar.
So, how do we begin to alleviate fear for the client?
By changing their perception of what “safe” means though consistent, timely delivery of the right creative solutions. Just like consumers, our clients can’t hear great creative just once. They need multiple touchpoints for behavioral change. Even if they don’t buy off on the ideas for the first assignment. Or the second. Or the 15th. The only way you’ll lead them into game-changing creative programming is by going after them again and again. And again.
Don’t get discouraged. Don’t feel defeated. And NEVER say “the client would never buy that idea.” Keep going back to the well. Eventually, they’ll overcome their fear of the new, and when they allow us to execute the programs we want, we’ll make them look like heroes. And as O’Brien would say, “They’ll want more of that.”
xoxo
Marc