Your wants vs your client’s needs

When you design packages of creative deliverables for your clients, it might make sense to draw a line down the middle of a sheet of paper. On the left side, write all the things you want to create for them. On the right side, write all the things they probably need. 

As creative people, we see our client’s content and we imagine all the ways it could be better or more innovative. So we pitch these big ideas, full of possibility and risk, then wonder why these clients don’t hire us. They don’t hire us because we’re not including deliverables they need. 

Not sure what they need? Take a look at their social profiles. Stalk them on the Facebook Ads Library. What they’re running is what’s working for them. While they may be open to taking a risk or trying out a new content style with you, they probably want to hedge their bets with content they know will drive sales. 

Can you design a package in which the key visuals are the cool things you want to make, but in the process, you also shoot the stuff they need, that’s already working for them?