Once in awhile I get it right — even 100% on target at that. What am I talking about? Anticipating a client’s needs to the point where I am able to convey to them what they are unable to state in words to me.

For example, a few week’s back I had a small project to work on, a series of automotive articles, and the customer wasn’t sure exactly what he wanted but he knew that there was something that he needed: fresh web content. I sensed that his budget was limited and I could almost hear him say as much, but I did not press the issue with him. Instead, after looking over his website, I decided that writing several tightly focused articles of about 400 words in length would do. No, it wasn’t the traditional copy I would have recommended but for his particular site it would be a good fit. At least that is what I had surmised.

When I pitched my proposal to the client he seemed cautiously interested, but he gave to me his go ahead despite whatever reservations he may have had. A few days later I managed to deliver the completed work to him and he accepted the project without demanding any changes. Instead, he remarked, “you knew exactly what I wanted without me being able to tell you what I wanted. How did you know?” Well, I mentioned to him that I had a lot of practice: years of working with people who were in a similar situation as he was. I added: “once you get a sense for what someone wants, then you go with it.”

No, I am no mind reader. However, anticipating a client’s needs comes with the territory. It has taken years of hard work to get to this place, but the payoffs for client and writer are very obvious.

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