Someone once joked, “my job would be easy without the clients.” Of course there’s not much sense in that comment, love ‘em or hate ‘em, without clients we would have no business. The quip was made during an exchange of client comment bingo, where we were discussing some of the comments clients, or would-be clients, make to us before and during projects. Here’s five we’ve gathered that seem to occur far too often!
"This Is A Test Project - There's More Work If You Do This One Well"
Let’s start pre-work. The old bait line which is usually mixed up with a potential client asking you to work for less than your going rate, or worse for free, on the promise of more work down the line. Sadly, most of us have fallen for this one at least once in our lives, it seems to be a favourite of larger corporations, who also like to tempt us with the kudos of working for a large label, artist, or brand.
However, the allure of potential future projects can be enticing, but it's crucial to deal with these situations with professionalism and transparency. While discussing the prospects of further collaborations, which to be frank can be regarded as nothing more than an illusion, ensure that the groundwork for the current project is solidly established.
Define the work required for this project and be clear about being paid for the work you are doing now, not the possible work in future. One response to this kind of bait and switch tactic is not to dismiss it, they may be telling you the truth, however unlikely that this is the case. Just in case, thank them for considering you for future work and suggest that this job is a good way to see how things go. Tell them that if the job goes well then you can consider a discount on future projects, based on the current one.
What you have done is turn the table in the negotiation and made it clear you need paying for this work, but future billing will reflect the commitment the client is making to you. In short, you’re rewarding loyalty that has been earned, not giving away profit beforehand.
Treating each project with dedicated professionalism, regardless of potential future opportunities, not only showcases your commitment but also establishes the foundation for building lasting client relationships.
"There's No Deadline"
On to the second one, the no deadline comment. At first glance, this may seem like a dream job, however any experienced creative professional will tell you a ‘no deadline’ gig can often turn into a nightmare.
The first reason is that there is a deadline, the client is simply choosing not to tell you when that is. However, you can guarantee with almost 100% accuracy that at some point during the project the same client will announce they need to project finishing ‘NOW!’, and this will be the time you can least hit the deadline.
The second reason is that it’s hard to work on a project that has no deadline, just consider all those things you’ve been meaning to do for years… yep, they’re still not done. A client's suggestion that there's no strict deadline might seem liberating, but it can often hinder progress. We creatives are hard enough to motivate at the best of times, we often leave deadline work until the 11th hour and then cram to finish it. In his article “Deadline Denial Disorder - Do You Suffer?” Russ Hughes wrote;
“It is 24 hours to go until I have to get a particularly tough project to the client for approval. I look at the computer screen and consider my next move. Within minutes I'm in the shed looking for tools to put up a shelf. Or I'm mowing the lawn. Perhaps I'm even sitting in front of the TV watching an episode of a Netflix show. This is not made up; these are real-life events that have happened during projects.
Am I insane? Is there something wrong with me? Shouldn't I be sweating in front of the computer until I've delivered?
I've been so convinced there is something wrong with me that I asked the Expert contributor team this question the other day.
"Anyone else spend days avoiding inevitable deadlines on stuff that's a challenge? I go into the studio, stare at the screen for a while, think about the pressure I'm under to hit the deadline, then go and do something else like put up a shelf! Is it just me?"
Momentum is an essential part of any project, be that a date to deliver the album to the mastering engineer, the show to the production company, or the ad to the agency. They help keep us focussed.
To maintain momentum, propose a gentle timeline to clients who think there’s ‘no deadline’ that respects the creative process. Underscore the importance of regular check-ins to provide updates on progress. This approach cultivates a collaborative atmosphere, prevents the client from abdicating until the 11th hour, and ensures that both you and the client remain engaged throughout the projects.
“I’ll Know It When I Hear It”
Or in other words, a non-existent brief.
It might be anything from the sound of the drums, guitars, keyboards, or vocals, it might be the sound of the entire track or album. Or if you work in movies or TV, it might be the music used. If you want to know if hell exists, it does. It’s the place where you have to trawl through library music for an advert or show. That job is hard enough when you have some musical references to start with, but doing it without any is the worst kind of torture.
Reference material is essential when working with a client. It might be the sound in a track, a band, or piece of music they want it to sound like. There’s an entire industry around sound-alike tracks, partly created because a client wants a Coldplay track on their advert, but doesn’t want to spend any more than $100!
To decode this expression, guide the client towards more tangible references. Encourage the client to share examples of music or sounds that resonate with them. Ask them to explain their preferred genres, emotional tones, and specific audio components that they connect with. By getting this information, you can translate their auditory preferences into a clear creative direction, thus avoiding an unlimited back and forth between you and the client and reducing the need for extensive revisions.
Of course, you can always take the blank page approach, just make sure the client is willing to pay you hourly for all the wasted time looking for the proverbial needle in a haystack.
“Have Some Fun With It”
Another expression that implies liberation, but again it’s rarely what the client means. It can be roughly translated to “I can’t be bothered or have the experience to give you meaningful direction.”
For a creative professional this expression underscores a complete misunderstanding by the client about the relationship. If we want to have fun, we do our own work, paid for projects are about making the client happy. This isn’t to suggest we are miserable and just do work we hate, we can have fun doing a project, but at the end of the day, it’s not about us!
Our job is to deliver what the client wants.
If it gets said to you then express your enthusiasm for the project, and acknowledging the creative freedom the client is suggesting. Simultaneously, emphasise the importance of maintaining a balance between your artistic exploration and the attention to detail that ultimately craft a project the client will be happy with.
In short, you need a brief, after all unless you have one then how will you and the client know when you’ve delivered what they want?
"Don't Worry About The Details"
It is said that the “devil is in the detail” in the world of creative, the difference between good and great is in the detail.
A phrase like this is often used by people who don’t know what they want, or don’t want to commit to what they want. They might genuinely think they are setting you free to do your magic and bring your unique touch to the project. Either way, it’s a recipe for disaster.
A clear brief, down to the last detail, however irratating it might seem to some people, is the thing that often sets apart average work from exceptional work. Spend any time around top professionals, Emmy, Oscar and Grammy winners and they all have one thing in common, a meticulous attention to detail.
When a client utters these words, you might find yourself torn between embracing your creative freedom and the need to meet their expectations. While a client might genuinely want you to infuse your unique style into the project, it's crucial to clarify what aspects of the project fall under the "details" category. Discuss the project's scope, potential sonic elements, and their expectations for the end result. By setting clear boundaries while still maintaining artistic integrity, you can strike a balance that satisfies both parties.
What About You?
So there’s five we could think of, what about you, what lines have clients uttered to you that made your heart sink and wanted to make you run for cover?