As a self-employed copywriter who serves a lot of different clients, I’ll tell you what really moves me:
- An email acknowledgement from a client that they liked what I wrote. (Good)
- An email acknowledgement from a client that they liked what I wrote on the same day I sent it. (Better)
- An actual phone call from a client (remember those?) to say they liked what I wrote on the same day I sent it. (Best)
- An unsolicited testimonial from a client on LinkedIn or shared with me in an email to someone else about how much they like my work. (How cool!)
These are the little things that are big boosts for service providers, and while I may not get them all the time, when I do, I absolutely remember that client. It makes a lasting impression, and I find myself working harder on future assignments for that client.
A few months back, I had to write a web site landing page for a new client, a printer here in New England, and I labored hard over that copy. Getting the tone and the words just right matter to me. Good writing takes time and research, rounds of drafts, reading aloud, and more editing.
Once I was satisfied (I’m my toughest critic), I sent it off to him in an email. Inside of two hours I got a voice message from him while I was out.
Being a typical neurotic copywriter, I thought, “Dear God, he hates it. He wants it redone.”
So I called him back, fingers poised over the keyboard as I stared at the copy I wrote for him, prepared to listen to his comments and start chipping away at the copy.
“I just had to tell you what you wrote is absolutely perfect. I couldn’t find one word that I wanted to change. That’s all.”
He made my day. It cost him nothing but a minute to dial my number. I was elated and honored, determined to pay it forward and to serve him the best I could muster every time he needed my help.
We’re often too quick to criticize (I know I am), particularly our suppliers. It’s so much nicer to share good news with someone who’s working on our behalf. I carry that thought with me every day.
Thanks for the lesson, Dana.*
*Yes, it happens to be my client’s name.
© 2015 Margie Dana. All rights reserved.