I always think of this Eddie Murphy stand-up where he talks about his wife and how their love is like that 1986 Janet Jackson song. The two have obviously loved each other in the past, but the big question the wife has is the title of that song, “What have you done for me lately?” Meaning really how have you shown me your love?
Our clients are only human. They want to know the answer to this question as well. They think “I’m spending money with you every month for a long-term goal. So what have you done to justify my love? Why should I love you?” The client is buying our agency’s time, so we need to buy their love.
The client needs to know we’re working for them. It’s imperative to show them our performance and how we’re moving their company forward. We can’t just say “Well, we told you that you wouldn’t see anything for the next six to nine months.” No client would ever want to hear that.
As an agency and as a service provider, it can be really easy get caught up in thinking “Well this is the plan and it’s just going to take time.” But it’s important to be really mindful of the client. Afterall, it’s us, we, you. Our agency’s motto. It’s about you, the client. We have to think about whether you feel cared for and if you feel special. We need to ask if we’re giving you the time, attention, and the strategy that you need.
It’s not about being needy. If your business needs this from us as a growth strategy, then we need to deliver that.
We always must think about how we create that value chain. We’ll create the strategy, we’ll create the milestones, and we’ll define what success looks like. This is really just to show the client how organized we are. We do that through reporting and check-ins, and really simply constant communication.
People have short attention spans. Which is why it’s so important to keep that question in mind. What have you done for me lately? It doesn’t matter if you’re a marketing agency. It’s just good business sense.