No, we are not speaking about French, English, Spanish or Japanese. We speak about the specific language of the customer and about the ability to understand what the customer wants, to adapt to what the client requires, to explain to your customer, speaking the language of the expert you are, that what he or she wants can or cannot be done.
TO BE A LITTLE PURPLE, BUT NOT TOO PURPLE, A LITTLE BOLD, BUT NOT TOO BOLD, TO BE FRIENDLY :), BUT CORPORATE :|
There comes the brief by email. No, it's not structured how you got used to it in school: customer’s name, goal and purpose, primary target audience, secondary audience, communicated offer, style (tone of voice, approaching angle, visual guide), budget and deadline. No. The brief is, in fact, double-sided:
1. A long one: it contains many paragraphs, no dots or commas. It is like a continuous phrase that includes (or does not) mixed information about everything that should be written with a dash or a bullet in the brief that I was talking about above.
2. A short one: I want this. Yes. That’s all. I want it. But we do not know exactly what. The customer wants something which should be wow and which may possibly be communicated on all the online and offline channels.
What are you going to do? Panic? Yes, in the first 30 seconds. Then you drink your third coffee in two hours, remember how cool your job is, that it gives you the opportunity to learn about building, human resources, accounting, spacecraft, raw-vegan food, pesticides in less than eight hours, the normal length of a working day. And you go to work on it. Most likely, you get more explanations from the customer’s Facebook account (the private one, not that of the company), from WhatsApp (this time, on your service phone), by SMS - maybe by MMS as well, as the client attached a print screen containing something which he or she thinks is desirable, yet another email and, of course, a direct phone by which you are informed about:
You panic the second time, and you think you should cut the coffee dose per hour. But you take one more sip form your cup that says: PPT Fairy. Then you're summoning the whole team, the creative writers knock the accountants on the theme: Who knows better what the customer wants. The meeting is over and you have to (yeah, drink some more coffee) prepare the:
You send to the client the first version:
You give to your customer a second version:
Hmmm, it’s more likely. But you should still try.
Because the customer knows your creative team can
do more and better than that.
You send the third version:
It still does not catch the whole truth. Then, Evrika!
The idea knocks you down and you finally get what
the customer is looking for:
Applauses, trumpets from heaven, emails with greeting cards and many exclamation marks, likes to your photos on your personal Facebook account. The customer is happy. You managed to speak the customers` language and deliver what the client wanted to get.
At the end of the day you realize you've only had coffee and you forgot to eat. You cut a slice of #watermelon #lubenitza and you realize they all taste exactly the same. The taste of work enthusiastically accomplished.