By Michele Pariza Wacek
Several years ago, when I was working for an agency, I was fired from an account. What that means is that the client didn’t want me writing for him anymore.
Another writer, a friend of mine, got the account, and life went on.
Of course, I was pretty upset by the situation. I had completed several writing projects already for that client, which had seemed to go well, and had just finished a press release when I got the boot.
Is All That Matters Keeping The Client Happy?
My writer friend later told me her "secret" for making this client happy. Basically, what she did was rewrite the press release so it focused solely on the client and the client’s business.
I said: "But what you’ve written isn’t that newsworthy. I don’t think the newspaper will accept it."
She said: "That’s not what the client wants. Therefore, I don’t worry about it."
And she was right. (She kept the account, after all.) The client wanted an "I'm so great" press release. He didn’t want something that might actually result in coverage for him. He wanted something that would make him feel good when he read it.
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