Messy, Unnecessary Mistakes

Yesterday I shared the beginning of this blog via Twitter, and regrettably sent a link to the login page instead.  That’s what I get for trying to hustle too quickly at the end of a long day…a messy, unnecessary mistake.  It’s something that could happen to anyone, and quite often does.  But when you’re in the business of communicating messages (whether you label it marketing, communications, design or public relations), those little mistakes can cost you dearly.

In today’s economy, when companies big and small are competing to stay afloat, every step (and misstep) matters. In my humble opinion, it matters even more for existing relationships. It’s might be easier to keep new clients happy because it’s a new relationship, and typically agencies are eager to please during the honeymoon phase.

Think of it this way. Remember those days when you started dating someone new? On the first date, you are nothing but niceties and manners. But by the end of the first year, you are much more relaxed with each another. You see your partner in comfortable clothes or without makeup, and usually all of your bad habits are exposed. You are close. Intimate. And trust one another. This can happen with your agency, too.

It won’t look like the same relationship because you’re not dating. You may not see each other in your comfortable clothes, but you do get more comfortable. The relationship becomes more harmonious. The agency can anticipate incoming projects, and gets better at quickly estimating the cost to complete work. The client gets better at doing homework before calling to initiate new projects. And, together, they serve both their respective businesses more effectively.

Then the day arrives when the agency sends the client a press release with a typo. That is the day that the relationship gets too comfortable. The amount of trust that has been built up over time starts to erode because of this messy, unnecessary mistake. The client starts to question, “If they are a communications agency [read: marketing, communications, design, writing, etc.] and they make a mistake like this, how can I trust them with these bigger projects?”

The client feels disappointed and betrayed. The agency might feel embarrassed, or worse, not really care that they made a mistake. They get defensive and blame the client for having too many projects or unrealistic expectations. There are a million reasons why that one typo made it to the client. But what gets overlooked after a mistake is very important.  The bigger picture must not be overlooked!

It is the responsibility of the agency to set reasonable expectations, exceed those expectations and deliver on every promise they make to the client. It is the responsibility of the client to hire a qualified agency that is capable of meeting the needs of the business. After all, every part of creative communications is meant to support the goals of each business in the relationship. If the relationship is not healthy for both the client and the agency, then it is not worthwhile.

There are a million reasons why a typo—or any type of messy, unnecessary mistake—can happen in a client/creative relationship. Like my mistake yesterday, it can be a result of hurrying or trying to do too much at once. Or, worse, it can be the sign of a declining relationship.

Once this happens, there are a few places the two businesses in the relationship can go from here. The agency can fess up to the mistake, the two companies can make amends and repair the damages. Or, the agency and the client can assess the situation and decide to move on in different directions—severing the relationship before it costs too much on each side.

Either way, pay attention to those messy, unnecessary mistakes.  They may seem like no big deal when it happens, but if not dealt with immediately they can fester and grow into very costly problems.

As a client, don’t read too much into the mistakes, but be very prepared when they happen. An agency should do everything possible to be sure each job meets the client with no messy, unnecessary mistakes like typos. Take pride in the work you share, and do your best on each little project.  They usually lead to bigger ones when handled magnificently.

Lessons Learned

1. Mistakes happen. They are unfortunate and unacceptable from an agency, but when they do happen, the agency should fess up appropriately (and not get defensive or make excuses).

2. Pay attention: small mistakes can be a sign of what’s to come. It may have been just a typo, but it could be a sign of a declining relationship.  Be sure that you reassess the relationship regularly to know it is still a fit for both parties.