How to Give Clients Feedback They’ll Actually Appreciate

Summary

Summary of "Coffee With Cole: The Digital Writing Podcast"

Episode: How to Give Clients Feedback They’ll Actually Appreciate
Host: Nicolas Cole
Release Date: February 20, 2025

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Introduction

In the February 20, 2025 episode of Coffee With Cole: The Digital Writing Podcast, host Nicolas Cole delves into the nuanced art of providing feedback to clients in a manner that is both constructive and appreciated. The episode features a candid conversation between two professionals (referred to as Speaker A and Speaker B) who explore effective strategies for delivering feedback without alienating clients or diminishing their efforts.

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The Challenge of Giving Feedback

Understanding Client Sensitivities

Speaker B initiates the discussion by recounting a recent interaction with a prospect. He emphasizes the delicate balance between offering valuable insights and avoiding perceptions of criticism.

[00:13] Speaker B: "The key is, all right, how do we provide the focus on the one big thing that's going to really help drive him all without, you know, calling his baby ugly?"

This highlights the common fear among professionals that honest feedback might be misconstrued as negative criticism, thereby jeopardizing client relationships.

The Misconception of Offensiveness

Speaker A acknowledges this concern and underscores a prevalent misconception: that clients will inherently take offense to constructive criticism.

[04:27] Speaker A: "This is a very common question, is there's this faulty belief to break down that when you tell a potential client something they're doing wrong, that they're going to get offended or they're going to get mad."

He suggests that this belief is often unfounded, provided the feedback is framed appropriately.

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Framing Feedback Constructively

The Importance of Approach

A central theme of the conversation revolves around how to present feedback rather than what to say. Speaker A uses an engaging analogy to illustrate this point involving a barber and a client:

[03:04] Speaker A: "If you're a professional barber, and I have food in my teeth all night, are you going to not tell me because you're like, I don't wanna offend them? It's like, no, you're actually doing them a disservice."

This analogy underscores the necessity of honesty delivered with kindness and professionalism.

Demonstrating Value Through Thoughtfulness

Speaker A further elaborates on the importance of demonstrating genuine thoughtfulness and investment in the client's business:

[06:18] Speaker A: "The more you demonstrate, the more likely the person is to go, I want to work with you. ... The person on Upwork who's, like, waiting for jobs isn't sitting there thinking about your business. They're just like, well, if you pay me by the hour. I'll do what you need."

By showcasing that you've invested time and effort into understanding and improving their business, you differentiate yourself from the generic service providers.

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Practical Strategies for Effective Feedback

Simplifying Content for Greater Impact

One actionable strategy discussed is the simplification of a client's long-form content to enhance clarity and conversion rates.

[05:17] Speaker A: "Instead of just saying, I think you have really great long form content, I just feel like you could simplify it. I would take 15 minutes, I would take one of their long form pieces, I would simplify it down to like three shorter form text posts or whatever you, you, you would do."

This approach not only provides tangible examples but also demonstrates initiative and a proactive attitude towards enhancing the client's content strategy.

Creating Tangible Examples

Drawing parallels with how major ad agencies operate, Speaker A emphasizes the value of presenting tangible solutions rather than abstract suggestions.

[06:18] Speaker A: "Micro level, you actually want to do the same thing. ... You want to communicate it tangibly. So if I were you, Rich, and for everyone else here, if you see an opportunity like that, instead of just saying, I think you have really great long form content, I just feel like you could simplify it. I would take 15 minutes, I would take one of their long form pieces, I would simplify it down to like three shorter form text posts or whatever you, you, you would do. Yeah, I would do that work."

By providing specific examples, you bridge the conceptual gap clients might have, making your feedback more actionable and less abstract.

Pre-prepared Documentation

Speaker B agrees with the strategy and adds that pre-preparing documentation, such as Google Docs outlining potential improvements, can further solidify the value you offer.

[09:19] Speaker B: "Even I'm thinking about his landing pages. I mean, that would be something. A quick win too. Would that be kind of along the similar lines?"

This proactive approach reassures clients of your commitment and the tangible benefits of your feedback.

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Importance of Demonstrating Value

Thoughtful Engagement as a Differentiator

Speaker A stresses that thoughtful engagement is a key differentiator in client relationships.

[11:59] Speaker A: "The thing you want to communicate is. I actually spent time last night. I sat there, I thought about your business. I, like, really soaked in it. I. I love what you're about. I would love to work with you on this."

This level of dedication not only builds trust but also showcases your genuine interest in the client's success, making your feedback more palatable and appreciated.

Overcoming the Faulty Belief

Speaker B reflects on the insights shared, recognizing the importance of adding value without coming across as critical.

[11:31] Speaker B: "That's. That's what I needed to hear. Kind of think about how to progress him in this opportunity in a way that adds value. But isn't to your point? Just saying I have another idea. Right."

This reinforces the notion that providing thoughtful, value-driven feedback can significantly enhance client relationships and project outcomes.

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Conclusion

In this episode of Coffee With Cole, Nicolas Cole effectively guides listeners through the intricacies of delivering client feedback that is both constructive and appreciated. By emphasizing the importance of how feedback is framed, providing practical strategies, and showcasing genuine thoughtfulness, professionals can overcome common fears associated with client interactions. The conversation serves as a valuable resource for digital writers, ghostwriters, and self-publishers seeking to enhance their client communication skills and foster more productive, positive relationships.

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Notable Quotes

• [00:13] Speaker B: "How do we provide the focus on the one big thing that's going to really help drive him all without, you know, calling his baby ugly?"
• [04:27] Speaker A: "This is a very common question, is there's this faulty belief to break down that when you tell a potential client something they're doing wrong, that they're going to get offended or they're going to get mad."
• [03:04] Speaker A: "If you're a professional barber... you're actually doing them a disservice."
• [06:18] Speaker A: "The more you demonstrate, the more likely the person is to go, I want to work with you."
• [05:17] Speaker A: "I would take 15 minutes... I would simplify it down to like three shorter form text posts."
• [11:59] Speaker A: "I actually spent time last night... I love what you're about. I would love to work with you on this."

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This comprehensive summary encapsulates the key discussions, insights, and practical advice shared in the podcast episode, providing valuable takeaways for listeners interested in mastering the art of giving appreciative and effective client feedback.

Transcript

[A]

There we go.

[B]

All right.

[A]

How are you? Happy Wednesday.

[B]

I'm well, Happy Wednesday to you. Thanks for having me on.

[A]

Of course, I skimmed this, but I want to make sure I understand. Can you give me the quick tldr?

[B]

Yeah. So I'm talking with the prospect. We had an ad hoc call on Saturday. We've had some banter on X about what he's doing. This is a guy I, he actually pitched me. I, I'm positioned as a coach and a ghostwriter on X and he pitched me his services for his ghost. And I reverse pitched him and said, hey, I love your. He actually sent me a defensive basketball system and it was a link to his content. And I said, hey, I love your. I love your one page, one offer. I go, I'm a big fan of that. I go, here's something kind of similar. And shared it. Shared what I had. And he had some questions. And so we had the conversation he wanted to. He said, hey, I would love to talk some marketing with you. And so he called me on Saturday morning and we had a little conversation. And since I've, I've subscribed to some of his other stuff, he has an offensive system that I've subscribed to. And, and he, the first thing he said on his call was he's very detail oriented.

[A]

He's.

[B]

He's pride himself on having long form content. And so I seen lots of opportunity with this person. And now the key is, all right, how do we provide the focus on the one big thing that's going to really help drive him all without, you know, calling his baby ugly? Right. There's a lot of good opportunity there.

[A]

So, yeah, this, this was the part that I flagged mentally. So what, what do you want to say to him that you feel like would be interpreted as calling what he's doing bad or a mistake?

[B]

I think it's really about just identifying what those missed opportunities are for him. But do it in a way that frames it in his best interest, if that makes sense. You know, I want to say, look, I feel like a lot of what he has is great content, but it's getting lost in the shuffle. I think it in some ways can be distracting and it's not providing the type of impact that he would really want out of his content. Right. And so some of that gets lost in translation. I think he could simplify down to be able to convert more folks and then. Or capture more folks and convert them.

[A]

Okay, so I'm gonna, I'm gonna give you a, an example because really? Your question is, it's not what to say, it's how to say it.

[B]

Yeah.

[A]

Okay, so I'll give you an example. Pretend. Pretend you're a very talented barber and you meet up with me one day. We meet up for coffee. Your first time seeing me in person. We walk up, we shake hands, and just without even meaning it. Meaning to, you're shaking my hand. You instantly look at me, and you go, wow, Cole, your hair looks like. Okay, that's V1. Now run back the same scenario. We meet up for coffee, walk up, shaking my hand, and you go, you know, I'm a professional barber, and if you're willing, I think there's a haircut that would frame your face in just an incredible way. You're saying the same thing, but one is you're calling the baby ugly, and the other is, well, let me show you this amazing opportunity, and this is a very common question, is there's this faulty belief to break down that when you tell a potential client something they're doing wrong, that they're going to get offended or they're going to get mad. And unless you say it in a way that's like you're an idiot.

[B]

Yeah.

[A]

They're not going to get mad. Right. And the. The frame that I always use is. This is why I call it free consulting. Imagine this person said, hey, Rich, I would love your insight on what I could improve. I'll pay you 500 bucks for the hour. Could you just tell me all the missed opportunities and things that I could do to improve? You wouldn't even think twice about it. You would be, like, 500 bucks. I want to make sure you get your money's worth. Let me point out as many mistakes as I possibly could come up with. Right. So there's. There's a faulty belief component, which is. I'm. I'm. I don't want to say that, but you can. And then there's the just say it in the kind way, not the your haircut looks like way. Does that make sense?

[B]

It does, completely. Yeah. It's. Yeah. All about that framing and just kind of looking for different ways of framing it right ahead and telling him why I'm mentioning that. Right. In some of these cases, like, I'm creating this loom, and I got to get it down in two minutes or three minutes or whatever it is, and just trying to frame that in such a way that catches their attention, but again, not tell them it looks like shit. Right. And so that's perfectly helpful. So.

[A]

So something I would Recommend. And this is one of those things that it might sound like a big lift, but it's really not. It's a very small amount of effort, but can really increase the likelihood that the person understands what you're trying to share with them. So when you were talking, you said something like, I just feel like a lot of his content gets lost in translation. And. And I could help him simplify. Yeah, right.

[B]

Yep.

[A]

When you say that to the average person, you have to realize that the gap in their brain is they. They might get it conceptually, but they. Because they can't imagine what that actually looks like, the likelihood that they want to do it goes down. So the example that I use, and I've shared this over and over again, is for everyone here. If you're unfamiliar with how, like, really big ad agencies land campaigns with, you know, Ford or Airbnb or, like, whatever big company, Right. Apple, what happens is the company issues what's called an rfp. So they're like, this is what we're looking for. And then the ad agency goes and responds to the rfp, and they basically incur the cost of coming up with a campaign and coming up with visuals in order to pitch them. Now, five or ten agencies might all be competing on that same rfp, and each agency might burn a quarter million dollars, a half a million dollars to go. I'm bringing in our art directors, I'm bringing in our creative directors, I'm bringing in graphic designers, copywriters. We're going to come up with a whole campaign concept, and then we're going to give it to Apple or Samsung or whoever, Right? They burn the half a million bucks. Because if they're wrong, well, they burn half a million bucks. But if they're right, they get a $10 million client. Right? And that's how ad agencies work. And the reason they do that is because the client, if you're Samsung and the client or the. The ad agency comes to you and is like, I just feel like we could really revamp your billboard strategy. Like, Samsung's not going to know what to do with that. Right. And so why ad agencies do this is because they want to make the campaign tangible. They're like, I want to go to Samsung and go, literally, look at the difference. Look at how these billboards could have different messaging or look different or present a different thing in this city or in this country or whatever. Right. And so on a micro level, you actually want to do the same thing. So as much as possible, you want to not communicate an intangible idea. You want to communicate it tangibly. So if I were you, rich, and for everyone else here, if you see an opportunity like that, instead of just saying, I think you have really great long form content, I just feel like you could simplify it. I would take 15 minutes, I would take one of their long form pieces, I would simplify it down to like three shorter form text posts or whatever you, you, you would do. Yeah, I would do that work. And then I would record a loom and go, I feel like you could get a lot more juice simplifying your long form. I went ahead and did a version for you so you could see what this looks like. Yeah, 15 minutes of work, but increases the likelihood that they can see it and understand the value by 50%.

[B]

It's good. Good. Yeah. I mean, even I'm thinking about his landing pages. I mean, that would be something. A quick win too. Would that be kind of along the similar lines?

[A]

Every. Every compare.

[B]

Contrast that. I mean, that would be eye opening to him, I would think.

[A]

Yep. Yep. A lot of times. Okay, I forget who asked the question. Maybe it was you, Roman. I can't remember last week or two weeks ago. No, it was. Derek was saying, like, I have a. I have an idea for the client's category and I have an idea for how they could change the, like, the first sentence on their homepage to make it very clear what they do. But I don't want to tell them that because that's really valuable. No, should do the opposite. You should literally start the loom being like, hey, I spent a bunch of time thinking about it last night, and I feel like all your differentiation could come from this framing. Wanted to just pass this along. If this is helpful for you or compelling. You know what we could do is we could expand on that into all of these different things. I went ahead and prepped a Google Doc showing you what these could look like. Let me know if you want me to build this out. Like, the more. The more that you demonstrate, the more likely the person is to go, I want to work with you. And the nuance is it's not just that they go, oh, that's a good idea. I want to work with you. The. The thing below it is they go, do you know how rare it is to find someone who actually spends time thinking about your business? That's actually a really rare trait. The person on upwork who's, like, waiting for jobs isn't sitting there thinking about your business. They're just like, well, if you pay me by the hour. I'll do what you need. So the thing you want to communicate is. I actually spent time last night. I sat there, I thought about your business. I, like, really soaked in it. I. I love what you're about. I would love to work with you on this. People want to work with people and hire people as much for the good idea as they do. You're someone who is thinking about me and my business. I want to work with you because you're thoughtful, you know?

[B]

Yep. No, that's great stuff. That's. That's what I needed to hear. Kind of think about how to progress him in this opportunity in a way that. That adds value. But isn't to your point? Just saying I have another idea. Right. Or another idea. And that. That is something that I think would. Would really help him see the light, if you will.

[A]

Yep.

[B]

So thank you. Yeah.

[A]

Awesome. I'm glad this is helpful. And again, if you needed someone to give you permission, I'm giving you permission. Help tell people what they're doing wrong. Yeah. Do it kindly. But realize that it's like, you know, imagine you go out to dinner with your significant other and they have food in their teeth all night. Are you gonna not tell them because you're like, I don't wanna. I don't wanna offend them. It's like, no, you're actually doing them a disservice. And that's every client. Like, you're doing them a disservice by not pointing out, hey, if you improve this thing, you're going to be more successful. Why wouldn't you tell them that? Yeah, that's good.

[B]

All right, perfect. Thank you very much.

[A]

Thanks.