The Other 50%: What Your Clients Really Want

She looked at me with worried eyes.

“Do you really think my business is going to be great?” she asked, clenching her hands together.

That’s when I knew what she needed. Not more advice. Not more brand strategy. Not more discussion on what she’s selling, and how she should position it.

“J,” I said, turning to face her. I placed my hands on her shoulders, and looked her directly in the eyes. “I’m the best writer in this business. And I’ve got you.

A look of relief spread across her face, and she smiled.

Fifty percent of what a client hires you for, is what you can do for them. The other fifty percent, however, is what you can be for them.

Sometimes, the deliverable is not always what you think.

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