I recently got a note from a fellow FLCW and friend of mine up in New York. Here’s what he wrote:
Peter: Do you sometimes anguish over the waiting period, after you’ve submitted work to a client and then anticipate their thumbs-up or thumbs-down response? As I write these words, I’m waiting on a client to whom I sent what I believe is some pretty solid creative copy. But the longer it takes to hear back from them, the more that glass-half-empty side of my mind’s town crier belches out, “Now hear this: they hate it! They hate it!”
Do others ever go through this kind of self-doubt? Do you sometimes think the worst? Or wonder if you’re good enough to be doing this sort of work? Do you find yourself too needy in the “I-need-validation” department? I confess that this yoke finds itself around my professional neck more often that it ought to. But, I can’t help it! Am I totally alone in my self-imposed angst?
You’re absolutely NOT alone in that. Believe it or not, I go through the same thing on every project. Thanks to a lot of successes and happy clients over the years, I’m not nearly as crazy about it about it as I was some years back. In fact, in the rare cases in which I DO miss the mark these days, in most cases, it’s a matter of the client changing direction or not being clear, because I will ask the right questions to get the copy right. But yes, until I hear, I’m always a bit concerned.
In fact, as I write this, I’m waiting to hear back from a client about the third ad I’ve written for their company in the past few weeks. The creative director loved the first two, and I’m sure she’ll like the latest, but she also usually responds within a few hours. It’s been closer to 24, and I’d be lying if I said it didn’t nag at me a bit…
Perhaps it’s something in the nature of writers (okay, some writers; I’d be curious as to Jon McCulloch’s take – the subject of the 5/12/08 blog post (just scroll down) – a fundamental insecurity about putting our creations our there – especially when money’s on the line. Perhaps it’s just human nature – the propensity to think the worst when an outcome isn’t certain.
So, if that sounds familiar, you’re not alone, and if you’re still on the outside of the business looking in, know that even the seasoned pros chew a fingernail from time to time. And in a perverse way, I see an upside: that mindset will always keep you a bit humble, and humble writers listen carefully to their clients to make sure they DO create work that hits the mark. Which, in turn, will keep those angst-ridden moments to a minimum.
Do you experience those pangs of insecurity if you don’t hear back from a client after turning in copy?
Have you gotten beyond it, and if so, what made the difference for you?