The power of words can be incredible. But only if you use them at the right time. Learn how to make more out of a standard assignment by leveraging your client’s view of things.

What matters even more than what you say, is the time you choose to say it. If you have been given a standard brief and you want to win the client for more, anticipate how your client thinks! Identify how she might react to innovations and new approaches, and if you prepare her step by step (by feeding her bit after bit of your knowledge and insight), you will never have a problem enhancing the nature and/or extent of your assignment.

Here is how I argued to convince a client that an unusual and innovative marketing concept was the right card to bet on – in addition to the job I actually accepted.

The plot

I was asked to create a new identity for a local hearing aid* store (*the client shall remain unnamed, I chose hearing aids as a comparable branch). I accepted the task and delivered the logo and stationery. After that was delightfully approved, we started to chat about their market and how hard it was to remain competitive. Remember I did some preparation talk with the client along with the way before getting to this part.

Dear client, You sell hearing aids. In your city, so do four other medium-sized chains, 7 local competitors and three global combines. The last mentioned are pumping millions into advertising. Do you have millions? No, you don’t.

Why did you want me to redesign your corporate identity?

To be competitive, you have to attract customers by thinking in a unique way. Now, what can you do to prevent yourself from getting pushed out of business?

Get this.

You can only survive if you create a niche. Your own niche. Here it is: present yourself honestly – as the small, most personal local supplier that potential customers cannot avoid if they want professional yet individual services. We want to communicate YOU, the owner, your small team, and your emotional and social competence as the core USP. Thats right, emotions!

Focus her.

Look at your new logo.

Your competition goes for the Cost-Leader strategy, I believe you shouldn’t. Instead, you should communicate and act as the unforced, smart & sympathetic guys next door: