conversation is an engine

Think Globally. Act Tactically.

Sometimes we just do our job.

Sometimes we think bigger thoughts and help our boss sort out what next—long before being asked.

I maintain our best work comes from that place where we think strategically and act tactically. Our best work comes from big thinking harnessed to this moment’s need.

Today in our copywriting class we talk about relationships with clients. My line on this is to cherish, honor and protect your client—which starts to sound like a marriage—not quite the right analogy.

Then again, maybe it isn’t far off.

Clients are people who trust us to handle their message. They’ve hired us to do something they cannot do. This is a privilege. Our favorite clients know the best work comes from well-articulated need and parameters followed by the freedom to go and do. And sometimes our clients depend on us to help articulate those needs and define those parameters—simply because we get very close to the need.

This is where the copywriter’s outside perspective helps immensely. It’s also where we deploy our skill of listening into the deep waters of what our client eats/sleeps/breathes/knows. Because sometimes what seemed like only tactical work can turn into an opportunity even the client didn’t realize was before them. And we need to say so.

Such is the opportunity with collaborative teamwork and trusting work relationships. And that’s why it is important copywriters always think Grande or even Venti rather than Short.

Here’s to clients! (Jaunty raising of the ice water glass)

Long may they…, well. Hire.

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