An audio technician adjusts your mic. Just beyond the sound booth where you’re standing, an agency rep, creative director, and usually a client (business owner) wait for you to make magic with the words before you. You’re on the clock and they’re paying for the studio time.
Invariably, the creative director mutters into your headset, "It’s all in the delivery, Brian." Some of these writers will wait for a few takes before offering any direction. They prefer to allow the voice talent to interpret the script, which may provide an even better result than the creative team had expected.
Everyone in the studio has an opinion. When the creative juices flow, the hard and fast rules take a back seat to meeting the objective at hand. However, if they can’t see eye-to-eye on interpretation or expectations, the work suffers and the client leaves the studio dissatisfied.
How does this scenario relate to HME providers?
When you provide products to customers, they have certain expectations of you (concept, script, coordinating with the studio and the talent). They count on you to bring it all together.
When you do, you’ve met their expectations; when you don’t, you lose a degree of credibility. When you deliver beyond their expectations, you gain loyal customers.
I always remember that anyone can stand at that mic. (I’m sure you’ve heard any number of business owners who voice their own commercials.) But if I deliver something exceptional, something they’ll all remember, chances are that I’ll be booked for more sessions at that studio, with that agency, and for that business owner. Any or all of them may even recommend me to others.
What can you deliver beyond a customer’s expectations? Exceptional service? A little surprise? Anything besides the ordinary?
If you’re stuck, how about a "suggestion box" brainstorming session with your team? You may be surprised how a few pizzas or boxes of doughnuts can stimulate ideas!
