Made to Order

I’m a sucker for a good burger — even more so if I can have the juiciest, bloodiest medium-rare burger. With cheese, of course. But those perfect hamburger dreams can quickly spoil upon receiving a sandwich that is blackened, char-grilled and cooked so dry that it is unpalatable. I don’t claim to be a cook (for seriously, ask my partner), but at least I know that a rare burger should have a lot more than a bit of pink in it. It should be oozing, dripping delicious juices… ahem.

But is it my place to tell you when my burger is overcooked?

Yes.

This analogy can easily be compared to my work with clients. Sometimes my copy can be, well, over or under-cooked. Perhaps it could require just a bit more sales oompfh, or maybe I went a little overboard on the snark. Every business, industry and individual has its own target audience and its own approach to messaging. But what good is that message if I’m not writing it for its intended purpose and reader?

You hire me because you need SEO consulting or Web content, and you trust that you know what I’m doing (I do). But just the same, it’s more likely that you know your business better than I do. I try to get as much information out of my clients as possible during a first meeting (or email) — and most of that is through listening. I hear your tone, your company history, your goals, your adjectives, and most importantly, your PASSION. And I translate all that into words for your vision and visitors (and little bit for Google). And yes, I’m incredibly good at it (toot, toot). I sit back and enjoy my creation (and wipe the grease off my face from over-imbibing in that deliciously cooked cheeseburger). But for as much information as I gather before the start of a project, sometimes I get the wrong order.

Now don’t get me wrong, a little creativity and an extra piece of cheese rarely makes anyone upset — it could make a great project idea even better. But only the person placing the order can make that determination. I always take accountability for my misinterpretations, and as freelancers — just as that cook — we need to adjust our own ideas to what the customer expects. Client relationships require honest feedback and open communication from both sides, which doesn’t mean you tell me how to do my job… just that you have another preference.

Some times a redo is necessary and sincerely makes all the difference. But if we never tell someone, “this is not what I ordered,” — copy OR burgers — they will never be able to correct the mistake.

I sat and ate that stupid burger in silence — it wasn’t at all what I wanted, and I should have said something (which I beat myself up for afterward, especially after paying the bill). While I may have waited longer than the rest of my table for my meal, it would have made my experience better.

And my stomach a lot happier.

As a client, how do you tell your freelancers that his/her content doesn’t meet your expectations? And as a freelancer, do you include these necessary rewrites as part of your services?

UPDATE: Ha! And randomly, I discover this gem from The Oatmeal today about client relationships.

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