I lost a client.
I doubled their site traffic & revenue, overall CVR improved 16%. For paid social, CVR improved 28% YoY. My ad creative had an 88% higher avg CTR.
And they still walked.
Here are 3 lessons I learned.
I doubled their site traffic & revenue, overall CVR improved 16%. For paid social, CVR improved 28% YoY. My ad creative had an 88% higher avg CTR.
And they still walked.
Here are 3 lessons I learned.
1. Numbers mean nothing on their own. All those stats I rattled off in the first tweet are true, but they're just hot air.
Most people have a hard time conceptualizing stats unless you give them context - a way to frame their thinking.
Most people have a hard time conceptualizing stats unless you give them context - a way to frame their thinking.
Ex: Apple doesn't just list the technical specs for an iPhone. Many ppl feel like an iPhone carries a certain status, a certain quality. But most consumers can't tell me the specific differences between iPhone and Android hardware or OS.
You can't just hand clients basic numbers or reports. You need to be talented at communicating the value, or potential value, of your service.
You need to help them routinely understand how your work fits into the bigger pic.
You need to help them routinely understand how your work fits into the bigger pic.
2. Get details out of the way upfront. Before you do even 1 minute of work, you need to flesh out how the relationship will look, down to the nitty-gritty.
It's the little details that can end up tripping you up, creating needless delays, stress or conflict.
It's the little details that can end up tripping you up, creating needless delays, stress or conflict.
Some things to discuss or include in the agreement:
When and how will they pay
What happens if pay is late
How will you incrementally measure success to make sure you're on the right track?
When and how will they pay
What happens if pay is late
How will you incrementally measure success to make sure you're on the right track?
More:
Can the agreement be ended early?
How many rounds of revision are included, & what would extra cost?
How much meeting time is included and what hours are you "on call?"
Can the agreement be ended early?
How many rounds of revision are included, & what would extra cost?
How much meeting time is included and what hours are you "on call?"
3. And finally, read between the lines.
All humans communicate a lot without saying it explicitly, and successful client relationships depend on you becoming good at taking cues and preparing accordingly.
All humans communicate a lot without saying it explicitly, and successful client relationships depend on you becoming good at taking cues and preparing accordingly.
Generally that comes from experience.
I'm not beating myself up over this lost client because I learned a lot. I'll use this knowledge to improve and evolve.
I'm not beating myself up over this lost client because I learned a lot. I'll use this knowledge to improve and evolve.
Would love to hear some of your learnings, too! Please share any tips you have.
And pefinitely follow if you want to continue to read what I'm learning as I explore life outside of a 9-5.
And pefinitely follow if you want to continue to read what I'm learning as I explore life outside of a 9-5.
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