Great clients make my day.
And what are the characteristics of a great client? Let me count the ways!
My most recent example of a great client is a gentleman in Israel whose company researches and develops state-of-the-art-and-science mental clarity supplements using nanotechnology (the science of mixing oil with water well enough to increase supplements’ bioavailability to every cell of the human body).
THEY COMPLETE THE CONTENT QUESTIONNAIRE I SEND THEM WITH GREAT INTEGRITY AND ATTENTION TO DETAILS
I sent this gentleman a Content Questionnaire which he returned with so much great, spot-on information that I was blown away. He also sent the details of his company’s research and brochures detailing the three products they presently have to offer. I found myself swimming in such wonderful detail that my only remaining goal became to decide what specific information to work with — given the cornucopia of information I received — to do the job in the best way possible.
No fancy footwork was required, no “hoping for the best”. I knew the copy I wrote would hit the dead center of the target.
THEY GIVE PRECISE, ACTIONABLE FEEDBACK ON MY FIRST PRESENTABLE DRAFTS PROMPTLY
He did such a great job of sending me what I needed that, when I received his feedback on the first draft I returned to him, the few revisions he asked for took literally minutes to do. Some of the info he had sent me was a bit outdated, so two of the products which I thought were still in development have already been released for sale. So I had that small change to make.
And he said that most of the recipients of the two pieces (a long and short company history and the head scientific researcher’s WHY) wouldn’t be native speakers so please to come up with another word for “rigorous” that they would quickly and easily understand.
And he wanted the company’s mission and values to be given their own paragraphs nearer the top on both versions.
Those were the three changes! Easy as pie!
THEY’RE HAPPY TO PAY WHAT A TRULY PROFESSIONAL COPYWRITER CHARGES
This client is used to paying what exemplary results are worth. He’s a professional himself, with high integrity and values. He knows writers have to make a living, too! (Imagine that!) What a pleasure and immense relief it is to find clients on Upwork and elsewhere with this attitude!
THEY AREN’T MICROMANAGERS
This client didn’t seek to look over my shoulder or ask for daily upates to see what/how I was doing or how fast I was doing it. I gave him a fixed price quote and he left me alone to do the work. Wonderful!!!
THEY ALLOW SUFFICIENT TIME FOR A TOP-QUALITY RESULT
This client wanted a relatively quick turnaround, but it wasn’t so tight that it put me into a panic or to start me fretting that I might have to deliver before I felt sure the pieces were ready to present to him. And as it turned out, he had a couple of under-the-weather days so I was ready to present the longer version before he had even put the money into escrow and funded the project. (Yeah, I’m anal about producing as soon as I receive my marching orders and the source materials, especially when a client says they need something as soon as practically possible while still ensuring a good result.)
THEY OFFER BONUSES FOR EXEMPLARY SERVICE AND COPY/CONTENT
I don’t know if this client will offer a bonus, and I don’t care. He was such a pleasure to serve, and made my job so much easier than it usually is, that what I charged was ample. (I was assuming that the project would be like most, with lots of back and forth to clarify facts and finesse talking points, etc.). He will get that much benefit out of it and far, far more in the months and years to come, so it was a win-win for both of us.
A SCANT FEW OFFER PERCENTAGE-OF-PROFIT RESIDUALS IN PERPETUITY
This client hasn’t offered a percentage-of-profits, nor has any other client I have ever served. Most professional copywriters mandate that they get a percentage of profits in perpetuity for the copy they deliver, but I don’t. The paperwork and extra steps required for them to do that would be a burden on them, AND there would be no way to audit the situation from my end, so I don’t bother with trying to get this “perk” UNLESS they want to pay so little upfront that it isn’t worth my time to work for them. That’s when I say, “If you want me to do it at that price, we will need a legal contract stating that you will pay me 5% of profits from your sales in perpetuity or for a sufficiently long time that I am amply paid for my service to you.” At that point, they usual opt to pay what I ask upfront, knowing that if they go the other way, they’ll be paying a lot longer and substantially more in most cases.
THE BOTTOM LINE
Great clients respect the writer they hire. They pay what they’re worth, respond in a timely manner, give feedback that is precise, allow sufficient time to get a great result, and they’re just plain fun (or at least enjoyable, if not exactly fun!) to serve.
If you’re ever a client of a professional service provider, be sure to treat them with the respect and deference they deserve. When you do, they will stand on their heads for you to make sure you’re delighted with the results of their efforts. They won’t let you let them go until you’re over the moon!
