Early in the client relationship. Me as Brand chap. I’m only asking one question of the person I’m helping. And that question is:
“What is it you’re actually trying to say?”
I have a certain look on my face as I lean forward, head to one side, with my nose 2 millimetres from their nose – and ask this question. My two hands are on their upper arms, shaking the client vigorously back and forth. My expression suggesting I’m in pain. I look like I’m squinting through smoke as I shout the question over and over. Like a cop from a 1970’s drama.
“What is it you’re actually trying to say?”
Occasionally, my client starts to cry.
But mostly, the client tends to stutter in response. Words climb over each other and, the more the client says, the less the client says.
It’s fine. It’s funny. The whole process should feel like fun. As we realise – together – how hard it is to be concise, clear and heartfelt.
“What is it you’re actually trying to say?” is a good question.
Especially because the answer should be just one, efficient, clear and palatable sentence.
Tricky.