Aug 11, 2014

It just doesn’t fucking fit, is that clear enough?

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Clients of all likes in life in every single industry swear that every communication needs more information. In an era where people have SHORTER attention spans, read LESS and want things to be more DIRECT, you’d think they would have learned by now.

NOPE.

True to form, clients send revisions that defy the laws of physics, namely to do with mass conversion, volume and capacity.

To illustrate, if your add/letter/editorial holds a definite amount of words and it already looks maxed out, they say eliminate the equivalent of Y and want to add 2 x Y…. so what do you think will happen?

A. It will be glorious, everyone will read it and you have saved the day. Hooray you.

B. You will begin a back and forth “conversation” with the people working on the artwork and they will not bend the laws of physics to your will.

Clients don’t want to understand the limitations of an artwork because we’ve accustomed them to making things work. Ok, so what happens when something doesn’t work? What happens when you can't weasel your way out of an ass chewing because you promised a deliverable that will not and cannot be delivered? The end of the world? Will you lose the account?

Neither… you will have a shitty day for not being frank and clarifying expectations and the never ending war with your creative team will ensue.

So next time a dick petition is being suggested to be rammed up the ass of a communication, instead of suggesting numbing lubricant, consider the less painful alternative of saying no and saying the truth... it doesn’t fit.

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