Help me help you

I had a fascinating kick-off conversation with a new client today, Jim Israel formerly of Culinary Concepts in Philadelphia, PA. He is starting a new consulting company aimed at the hospitality industry. Usually, my clients struggle with their identities, their mission and their unique selling points. Jim had all of that in spades. I was actually a little embarrassed that I had started him with the basic brand development questions.

Jim was on point and had the following questions answered fully:

• Who are you?
• Why should I listen to what you have to say?
• What can you do for me?
• Do you have the expertise to back up your claims?
• What can I expect when working with you?

Many companies can’t answer those questions right off the bat and it’s up to the creative strategists like me to help them discover those answers and figure out ways to deliver that message to their intended audience.

It’s a lesson for creatives and small business owners alike that getting to the heart of the “why” is crucial to the success of any brand, advertising or marketing project. When a client comes to the table with those questions already answered in a clear, compelling way, then they are truly helping me help them.

Look for more info about this client coming soon!