The Easiest Pitch Ever

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There’s nothing quite as sweet as watching a client-slash-friend attain the platform, position, or project that makes maximum use of his strengths. Stephen O’Shea is one such client-slash-friend and he’s a doozy.

Stephen recently became the Executive Director of the Arts Council of New Westminster, and he’s all over dat media, making great use of that plainspoken charisma that served him so well back in the days when he was only a wee rock star. Check him out applying a mild burn-sauce to the city of Surrey, BC, on CBC Radio’s On the Coast. Check him out getting props for his indie-music cred in the New Westminster Newsleader, and for his infectious enthusiasm in the New West Record.

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April 16, 2015

Market Research Interviews That Make You Better, Faster, Stronger…And Nicer

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The voice on the other end of the line was emotional yet authoritative. ‘You want to know why I hire her? She is an honestly a good person. And those are few and far in between.’

‘Wow,’ I said. ‘Fair enough.’

If you want to fall more deeply in love with your client, there is one failsafe method I’ve found: interview her clients. And believe me, it will serve you to fall more deeply in love with your client, no matter what kind of work you do.

Personally, as a writer of various marketing communications, I conduct this kind of interview when I need to understand the emotional core of my client’s services or products. Which, by the way, is ‘always’, no matter how straightforward and prosaic the service of product appears to be. (The same crazy fireworks-display emotion-driven regions of the brain will help us to decide both which toothbrush to buy and which mate to marry.) By interviewing people about their feelings, ideas, and experiences, I can start to crack the code of what ‘solution’ my client’s services or products represent. Personally, I prefer over-the-phone or in-person interviews over any other method of research, because the voice itself is a rich source of information, conveying meaning in a way that written answers or a survey results cannot.

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January 16, 2015