From First Impressions to Long-Term Success

Monday: pending deliverables for three new skeptical clients.

I can SAY that they’ll receive drafts in their voice and with accurate treatments of complex financial topics. I can PROMISE that first drafts are more than 95% of the way to final. But do they really BELIEVE it? They say yes to a project, but they are very much in trust-but-verify mode. Because, let’s face it, most agencies lie.

Friday: three pleasantly stunned emails, to the effect of “this is exactly what I was looking for” and “I just added a few minor comments.”

Last week was a good week.

I love my long-term clients, but there’s something extra special about that moment when they see the difference from what they’ve ever gotten before.

Because that’s the moment when they BECOME long-term clients.

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