Archive for August 17th, 2009

My web marketing clients near Charlotte are turning the corner to complete-itude on this residential HVAC website I have been contributing to. A few more tweaks, maybe one more page of copy, another round of client approvals.  About this time, you usually start looking back, admiring the work in progress, counting your chickens before they hatch, and so on.

To wit, the project manager made some random comment about the name of the suburb this HVAC place is in. “Oh, when people see that name, they will think upscale, quality and superior service, and then transfer that image to the client…and your writing manages to capture that.” And I thought, “Um, yes, by accident!” Nobody told me anything about this particular suburb, and I am embarrassed that I never asked. Though I promise I will in the future!

Two things this illustrates: first, it can be a handicap doing business for distant clients over the web. Kind of like the brand new weatherman at a TV station that gets his big break the night of the killer thunderstorms. It’s his chance to shine, but he mispronounces the odd names of the local towns and looks like a moron because assholes production assistants (like me) misinformed him on purpose.

Secondly, I always say that it’s my job to add value for my client, and to paint the client as adding value for their customer. That often includes phrases like service excellence, not selling you what you don’t need, value at any price point, etc. Had I known this was a swanky suburb with a discerning, well-to-do clientele, I’d like to think that my prose wouldn’t be much different.

OK, maybe if they were doing an install in your double wide trailer, I wouldn’t have written “Our conscientious technicians always wear cotton booties so they never scuff your floors!”

And one more thing: when your client tells you how awesomely you have added value, you don’t have to tell him it was a complete accident. Just put it in your blog where no one will ever read it!

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