Copy Writs

Some of my clients are the most inside-the-box mofos you’ll ever meet. It’s what got a few of us talking about the difference between giving a client what they want and what they need. The want is obviously what you see in the brief — a specific type of project that covers off on points X, Y and Z. The need, however, is something that’s completely above and beyond the client’s request. 

For instance, let’s say you’ve been asked to promote a sweepstakes on Facebook. All the client really wants is an entry form fans can complete. But beyond offering people an opportunity to win, what does that really accomplish? Considering that social is an engagement channel, doesn’t it make more sense to give entrants a compelling reason to hang around (or keep coming back). 

You could, for instance, transform the sweeps into a photo contest where the winner is picked through fan votes. Then you’d give people a good reason to tell their friends “hey, vote for me” while encouraging them to check back in. Of course, this is just one of many approaches you could — and should — take to satisfy the need. 

Don’t get me wrong, I’m not saying don’t give the client what they want. I’m saying you shouldn’t stop there. While the bare minimum might be fine for the client (and it typically is), it shouldn’t ever be good enough for you.