My good friend Seth Godin (ok, so he does not actually know me, but I have read so much of his writing, it feels like he is almost part of the family) has posted a great article on his blog. It’s close to my heart for a couple of reasons: It’s about the value a good editor can add to your business, but it’s also describing one of my core business principles.
I believe in giving my clients the best possible, professional service and advice when it comes to their brand, message and communications. Most of the time, this means writing engaging business and marketing material for them that gets their brand or product message across to their intended audience and buyers – spot-on, respectfully and easy to understand.
But sometimes that good service might mean a tough call: advising the client to scrap that brochure or mail-out altogether. Even if that means one less job (and fewer $$) for me, because it just does not add anything to what they want their audience to know. It does not fulfill a need on both sides, just on one.
And in order for sales and happy, satisfied customers to happen simultaneously, both your company and your communications audience need to have at least one need fulfilled. Simple.
Until next time,
Daniela
