The majority of our work is done for clients selling products and services to other business people. Some of those business people are making decisions for very large organizations. Some are making the decisions for departments they manage, small businesses they own, or for themselves to equip a home office.
The common thread is that these are typically "reasoned" decisions. Our clients' prospects weigh the merits of their arguments carefully, and process the information analytically. They're not acting on impulse. They're not choosing between, say, one shower curtain color or another.
They are making a "considered" purchase; one that usually carries a more significant commitment, and as such requires a more logical and thoughtful presentation of the facts, features and benefits of that product or service.
That's what the majority of our clients have in common. And where we excel.
Clients
Quick Answers
- Have you ever had any "consumer products" clients?
- Certainly. We've marketed a number of "consumer" products; everything from parental-control software to home computers, peripherals, and home-office equipment. And work we've produced has reached millions of consumers. However, the majority of our clients market products and services to businesspeople.
- Why are so many of your clients B2B?
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We like selling to business and industrial buyers. They tend to be more analytical and rational, and appreciate a logical, persuasive story based more on facts, features, and benefits than emotion. That's not to say emotion is not a factor; it's just that it's less important in the final equation than logic.
In addition, we've found some of the most intelligent, creative and imaginative people within our clients selling products or services to other businesses. They give us the opportunity to produce highly creative work for their very targeted prospects that would be impractical to execute against much larger and more diverse audiences. Finally, they are businesspeople – as we are – who like our dedication to measurability and accountability, and our use of established processes to deliver results. - Are you interested in adding new clients?
- Of course we are – if they are the right types of clients. There is an established hurdle, however: we decided long ago to focus on gaining new clients referred to us by others we know and trust; people who could personally vouch for the prospective client's integrity, ability and willingness to pay their bills, and demeanor. Very rarely have we had success with a new client who did not come to us through this process – but it does happen.
- How can I tell if I'm a Client from Hell?
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If you're even concerned that you might be a Client from Hell, chances are you probably aren't. True Clients from Hell enjoy being thought of as that. They think it somehow puts everyone on notice that they're going to have to work a lot harder – and our favorite moronic directive: "work smarter" – than they would for other clients.
However, if you're still wondering, just take this simple test:
- I'm interested in learning more...
- This is the stupidest idea I’ve ever seen – did some idiot dream this up? Frankly, I'm amazed you'd waste my time with this junk... I expected better from you...