3 Meetings and a baby

A few months ago  an awesome branding agency named Creature Theory, helped us rebrand from Rich Cardona Media to UNFLTR. 

Knowing my ideal client profile and having been to my new content studio, Creature Theory’s founder, Matt, recently introduced me to a great prospect. 

The prospect and I had a discovery phone call for about 40 min.

A week or two later, we met for coffee for an hour. And, since he has virtually no social media or online presence I didn’t think a video podcast should be his first move even though that was advice he was given. 

I suggested that he let me film some short form content as goodwill and figured it would be a good vibe check for both of us. 

It went great. He posted the content. And the content did well.

We then met again the following week for coffee but this time he brought along a colleague of his for about 45 min. 

A few days later we had an agreement signed and boom I had another new local client!

But, they wanted another meeting to go over a detailed document of our processes and workflow. 

Guess what? That document doesn’t exist. 

I tried to say the meeting wasn’t necessary and that we’d be able to cover plenty in our onboarding, but he insisted.

You may think I’m crazy (especially with this analogy), but if a friend tells Ann and I that they’re pregnant, we congratulate them and ask how we can support. 

We don’t need the details of how the baby was conceived. That’s their business. 

Our details on how we “make a baby” at UNFLTR is our business.

Plus, I thought in our first 3 meetings we had covered a substantial amount of info and that discussing our process wasn’t necessary.

“All you need to know is the outcome” I said in my head.

MEET THEM WHERE THEY’RE AT

This will be a recurring theme in UNFLTR Weekly because it’s proven to be an enormous difference maker.

These guys are NOT creators. They come from multiple decades of business consulting- specifically on the operations side.

Every. Single. Thing. They. Do. Is. Detailed.

But just because:

• We usually don’t have 4 meetings to close for our Show Up and Shoot package (I’ll brief you at the end of this)

• We didn’t have a document in place 

• I didn’t want to have to create a document 

• Most clients don’t ask us to outline our processes 

• They don’t do social media etc

doesn’t mean they’re the wrong client! 

It means we are blessed to have the opportunity to help people more than usual.

We are blessed to learn the needs of those we serve better.

We are blessed to create a new evergreen asset that can be used again, implemented regularly, and become a source of inspiration for content we can make.

Most important of all -  we are blessed to determine the strengths or weaknesses of how we communicate which is the true catalyst for a positive or negative client experience.

Fortunately, I met them where they’re at. 

In full transparency, especially if you’re reading this David, I got onto ChatGPT voice mode and told it our entire process, had it ask me any questions about anything that was unclear, then had it organize it cohesively for me. 

I was able to bring them to the studio and present. 

Here’s what happened…

Collective Confidence

It didn’t take long to realize we were both stretching ourselves. They were out of their comfort zone and I was out of mine. 

And you know, I respect that about them so freaking much. That is always the proof that a client cares.  

Energy and generosity are gifts that MUST be reciprocated. If I can’t meet or exceed their effort than why the hell am I in business?

We went over our process and workflow and it allowed for so many productive sidebar discussions that absolutely killed any opportunity for ambiguity or confusion.

I felt sooo confident during the process and I can tell their confidence increased a ton. Win - win.

The Epiphany for Me (and you)

It hit me.  It wasn’t the work I was afraid of. I love to serve my clients! 

It was the lie I had begun to tell myself that almost ruined this and has ruined partnerships in the past:

“They don’t trust me.”

As an entrepreneur, creator, or aspiring creator - nothing can stop you in your tracks faster than assuming people think you don’t know what you’re doing … especially when you’re an expert at what you do.

We cannot expect people who like us, want to do business with us, or consume our content to just give us their trust.

Ironically enough.. it’s a process. 

The process requires patience, empathy, and is different for everyone. 

My biggest nightmare clients from the past were mostly control freaks and I poured gasoline on the fire every time.  

“Just trust me and do what I say.” 

“I don’t understand where the confusion is.”

“We covered this many times already.”

“Maybe you should find a different vendor.”

All non empathetic and shitty responses born out of my own insecurity from the feeling of being doubted. If I could have just put myself in their shoes or realized their questions are a call for help (not an indictment) things may have different.

Just a few months ago I released the foothold of taking it personally when people (clients, friends, or family) didn’t take my or my team’s advice.

That’s their problem. Not mine. And I don’t mean that in a bad way.

Our job is to show up to help or at least offer help, not set the conditions in which people must take it or mull it over. That’s on them. 

My life and business is different after Chris’s advice finally sank in years later and I deeply hope you can embrace this if you have struggled with anything similar to this.

Getting clients, followers, subscribers, and views is hard enough. Don’t be the reason something doesn’t get the at bat it deserves.

Next week:

Does being a podcast guest give or drain your energy?

Bringing order to creative chaos