I ask my clients to tell me exactly what they want – in writing.
When someone hires me to help them get more from their content, the first thing I have them do is list the results they’re looking for and specific questions they want me to address.
One thing I’ve noticed:
Clients want actionable specifics.
Analysis, feedback, and options can be valuable, but what clients most want is you to tell them EXACTLY what to do.
This may seem obvious, but I think a lot of consultants forget it.
They share observations, a bunch of different options for what clients can do, and talk about what they’ve done.
But they shy away from directly saying “Do this like this in this order.”
Why?
Part of it is because there’s always more than one way to accomplish a goal and they’re trying to present all the options.
But the main reason is telling people exactly what to do runs the risk of it not working.
And consultants are secretly terrified of being wrong.
I’ll admit I’ve been guilty of this at times.
Sometimes I used to lay out all the options for someone because I do believe there’s no one “right” way to do things.
But that’s not really what clients want and need.
It’s fine to present options, but what they’re really paying you for is to tell them what to do.
The decision – your recommendation – is a huge part of the value you provide.
Now when I’m putting together recommendations for clients I make sure I tell them exactly what to do.
I give them a plan to follow.
Step by step.
Because that’s what they’re paying for.
I know because I asked them.
You should too.
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