It may seem to be a poor business model, but at Biotext we sometimes find that we have better results when we don’t give clients what they want.
But if you try some time
You just might find
You get what you need
The key is, of course, giving them what they need.
Most clients have a firm idea of what they want when they contact us – whether it is writing a fact sheet, editing a report or designing a poster. Often, this idea is based on what a manager or someone on the team has said, what ‘has always been done’, or what seems the quickest and easiest.
Unfortunately, this idea has often ignored what the audience for the content wants, and what would be most effective.
We go back to first principles for every project:
- What are you hoping to achieve (with this product, for your organisation, for your audiences)?
- What are your key messages?
- Who are your audiences, and what do they want to know (which is not the same as what do you want to tell them!)?
In answering these questions, we can come up with a strategy to maximise the impact of your content.
So instead of a fact sheet telling your staff about procedure changes, you might need an infographic for your intranet, and staff meetings that walk them through the new procedure step by step. Instead of a single large report for several audiences, you might need a technical report and then a summary report in plain English. Instead of a poster, you might need an interactive webpage.
By designing an impact strategy, we may not give you what you want, but we will give you what you need.