Day: August 11, 2006

The other evening my husband and I took a walk in the neighborhood. At a nearby shopping center we both were thirsty so we decided to get some iced coffee from the Starbucks there. Now, I have to admit that I am not a Starbucks fan. I usually only go there to buy the Sunday NYTimes (it’s the only place within walking distance that sells it) or a gift card for my highly Starbucks addicted brother. I like to patronize the smaller, local stores whenever I can even though the coffee is always good from Starbucks. But as it was the only place to get iced coffee, in we went.

The cashier looked at me and asked for my order.

“Iced decaf, medium” I replied.

“We don’t have iced decaf.”

“What?” It was literally the last thing I expected her to say. She could have said “You’ve got a cat in your left nostril” and I would have been less surprised.

“We don’t HAVE iced decaf” she said again, very slowly, like I was an idiot or deaf.

“Do you have decaf coffee brewed?”

“Yes.”

“Do you have ice?”

“Yes”

“Then get a cup of ice, pour the brewed decaf over it, and you have iced decaf,” I said, adding a smile at the end, expecting the woman to say something like “D’oh! Of course!” Instead she sulked and rang it up, along with my husband’s regular iced coffee (which posed no problem).

We move to the pick-up area and I am handed a plastic cup full of ice and a paper cup full of decaf. Unbelievable, except that I was there and it happened.
“Um, excuse me” I said, “Do you have a sink?”

“Yeah, why?”

“Well then take this coffee and pour it over the ice in this other cup, over the sink where it won’t make a mess on your floor.”

She gives me the biggest sigh, like I had asked her to do it while reciting the preamble to the Constitution in reverse order or something. But she finally does it.

If your client asks for something you haven’t been asked for before, do not say “no.” Listen to your client and, if you can make it happen without going to too much trouble, make it happen. Bend. That little extra service could make the difference between winning a new client or driving one away.

One of the most popular questions I get asked is “Who should I have on my marketing list?” This is a very important question–I’m glad people are asking it. Generally speaking, I usually advocate the two-list system, that is, an A-List and a B-List.

Your A-List should be made up of the people you really want to work with. A good way to build this list is to keep a file of all the materials you see that make you think “Damn, I wish I had done that.” Note, that is not “Damn, I could have done that.” The work is something that moves you on a deeper level, where you know that your creative contribution would fit well, etc.

For example, maybe you love the photography Apple uses and you too shoot images in a similar manner. Add Apple to your list. Also add any agency that does work with Apple. You can research that information on list services like ADBASE. With that one company you now have many people to target on your A-List.

Your B-List are all the local firms or any other company or firm you have extra budget to send things to. You’re not going to spend much of your marketing dollars or time on this list. This is the “shotgun approach” list that, if it pays off and you get a gig, great, but you’re not going to work too hard at attracting these potential clients. Have extra mailers after sending to your A-List? Send ’em to your B-list.

The point is, your A-Listers are pre-qualified. You know they use good work and work like you produce. Therefore, they are more likely to be interested in your work. So, any effort you make in reaching these people has a greater possibility in paying off. Also, they are usually higher-end agencies and brands who usually have better budgets and thus who will pay you better fees.

A small, highly targeted A-List will pay off better than all the shotgun approaches out there. Start working on yours today.