IN SEARCH OF: THE PERFECT CLIENT

By Vivian Santos

I know what you’re thinking: nobody’s perfect. Although, when my son, Raymond, was about 8, he lost a Spelling Bee to a classmate, Rebecca. I tried comforting him, by explaining the fact that “nobody’s perfect”, he instantly disagreed, stating that in fact Rebecca was perfect; best speller, most A’s, great at drawing and she could out run all the boys. Crap! She was perfect, but I wasn’t about to let him know that. So I brought out the secret weapon - “Only God is perfect, Ray.” He nodded in agreement and reflected before adding, “And Rebecca.”

Like Ray, we all have an ideal of what is perfect. Me, I’m always in search of “The Perfect Client”. After 30 years in this business I’ve been lucky to have a few (still do).

Now, before I give you my top 3 attributes of The Perfect Client, there is certain criteria that is a given: The client’s product (service) must be a good one.

TOP 3 QUALITIES OF THE PERFECT CLIENT

1. THE PERFECT CLIENT MUST BELIEVE IN ADVERTISING!
They must have a sense for what is good and let The Agency show them the best Advertising they can get. Like my friend slash copywriter Mary Ellen once told me: “Clients get the Advertising they deserve.”

2. THE PERFECT CLIENT MUST SEE THE AGENCY AS A STRATEGIC PARTNER NOT A VENDOR.
That means you’ve got to trust The Agency and share essential marketing information with us. Keeping straightforward communication with your Agency will fuel the passion we need to feel for the Brand. This passion is contagious, it’s what keeps this business of ours engaging and stimulating for both of us.

3. THE PERFECT CLIENT UNDERSTANDS THAT THE AGENCY NEEDS TO BE FAIRLY PAID.
If you leave no room for the agency to make a profit, the end product will suffer. Just show The Agency some respect and we’ll do amazing things for you.

OH AND ONE MORE THING: You’ve got to actually like each other, if you don’t have a real connection the relationship is doomed. Yes I know, that makes it 4 Qualities instead of 3, but hey - nobody’s perfect (except Rebecca?).