Seth Godin’s third writing assignment which must be, by the way, posted in a public forum is to create a list of 10 things provided to clients.
In my best David Letterman voice, “Paul, drumroll please. Here is the Top 10 List of Things Scout Delivers to Clients”
Number 10: For full campaigns, a marketing plan that specifies what client goals will be met; the methods and strategies implemented to meet said goals.
Number 9: A timeline to make sure goals are met provided the client has materials ready to go and allows 8-10 weeks prior to launch of CD or tours to begin.
Number 8: A long list of requested materials or information only the client can provide.
Number 7: Research. Hours and hours of research to match the goals with information the client provides; and when possible goals and strategies dovetail current events.
Number 6: Well-written press releases….plural. There’s no such thing as a one trick pony.
Number 7: As many meetings and/or conversations as the client needs to have.
Number 6: Requests for conversations and meetings with clients who abandon the project while standing by waiting for outcome.
Number 5: Updates on what media outlets have to say unless it’s too negative. In such situations, the client will not be updated. Like when the television show in an important target market to the client declined to invite the client back because said client’s body odor was too offensive. Trust me, fact is often stranger than fiction, and I don’t have time to make this stuff up.
Number 4: When media isn’t responding to the project [aka the media just isn’t that into the music], proposals for Plan B will be put into effect immediately.
Number 3: Continuous re-writes of collateral materials days or even weeks after client initially approved.
Number 2: Know full well who the client’s material is being sent to; know who will be reading what has been written; and expect a yes or no answer from them.
And the Number 1 Thing Scout provides clients: Excellent strategy for the best possible outcome in launching a tour or project. This has been proven on a large scale many, many times.