Your work was brilliant but the client didn’t get it… what happened?
I’ve been working with a lot of creative teams on selling their ideas.
You’ll recognize their struggle if you do any kind of presenting where you are trying to convince someone to try something new.
You work hard on your concepts, put it together in the way that makes sense to you and give it your full voltage enthusiasm.
But you don’t get wild applause. You get doubt, confusion or disappointment.
It may not be your work, it may simply be the way you presented it.
Two ways into information
There are two different ways people prefer to receive and share their information.
1. Some like real, actual, factual information, tangible things they can touch, see and feel.
2. Others like the intangible, the possibilities and the connections they can imagine.
Myers Briggs statistics show that over 70% of the general population prefer that first approach. They like to deal with reality and base their decisions on the concrete things that they can observe and discuss.
However, jobs in creative industries naturally attract people in the second group, people that are excited by possibilities and enjoy the challenge of solving something that isn’t obvious or clear.
If you work in a creative industry, you may be surrounded by people who like big ideas and trust themselves to figure out the details later.
Consequently, you might think your clients feel the same, that you can explain your overall concepts to them first and explain exactly how it will work later.
That approach could be a problem, if that isn’t how your client takes in information.