Tratar con un cliente con aversión al riesgo en la estrategia creativa. ¿Cómo puedes persuadirlos para que prueben nuevos enfoques?

I once worked with a risk-averse client hesitant to adopt a new creative strategy. I started by acknowledging their concerns and conducting a detailed discussion to understand their specific fears. By addressing each worry with data and a clear risk mitigation plan, I demonstrated how the new approach could be safely implemented and align with their goals. This transparent and tailored approach helped build their trust and ultimately persuaded them to give the new strategy a try, leading to a successful campaign.

Jasmin Alić often talks about the power of understanding the deeper emotional drivers behind decisions. When dealing with a risk-averse client, it’s essential to acknowledge the underlying fears that fuel their aversion to change. By approaching it in a way that directly addresses these fears and aligns with their "emotional why," you can gradually shift their perspective. Take Dove's "Real Beauty" campaign as an example. They connected with their audience's fear of unattainable beauty standards and addressed it with authenticity and empowerment. This resonated deeply with consumers AND earned long-term brand loyalty. Show your client how a well-calculated risk can mitigate their fears & connect with their audience's emotions. BOOM

To persuade a risk-averse client, I’d present data and case studies showing the success of similar approaches. I'd propose a small, low-risk pilot or A/B test to demonstrate potential results. By highlighting how the new approach aligns with their goals and offering a clear, step-by-step plan, I can build their confidence. Emphasizing the competitive advantage and potential ROI of innovation can also help ease their concerns.

Clients aren’t risk averse because they want to be (most of the time). Not many people wake up every day and aspire to be average or bland at their job. Instead risk or fear hasn’t been addressed. They can’t agree with a strategy yet because it hasn’t been made urgent or possible enough to adopt. Understand their blockers instead of seeing the client as the blocker

I once convinced a risk-averse client to try a new creative approach by focusing on its benefits. I shared a case study where a similar strategy led to a 30% increase in engagement for another brand. By clearly explaining how innovation could differentiate their market position and drive long-term growth, I shifted their focus from fear to opportunity. This approach reassured them of the potential rewards and led to a successful adoption of the new strategy.

Rather than pushing for a complete overhaul, suggest minor adjustments that still align with their comfort zone but offer a glimpse of the potential success of a larger, bolder strategy. Consider Coca-Cola’s “Share a Coke” campaign, which started with something as simple as adding names to their labels. It was a small step that didn't drastically alter the product but created a personal connection with consumers. The campaign’s success demonstrated how even small changes can lead to significant results... Amirite?

Shift the process and perception significantly from the start. Clients tend to come with a preconceived solution for your team to execute. Ask the client to set that aside and focus first on the problem they wish to solve. Give them a set of questions ahead of time that will help them frame the problem, provide supporting data, clarify the outcomes. This sets their relationship with your team as their personal creative problem solvers and partners in finding better solutions. Use this step to create trust, and then invite them deeper into the creative journey. Help them understand the value of brainstorming, critique, testing, and iteration as essential as food and exercise to the creative process. And ensure its healthy, kind, and fun.

The creative process must be developed together with stakeholders. Everyone should understand clearly the goals and the problems. Bring together all data you have. What are you doing? What did you try? The results change? When you show the problem as a fact, nobody stands insensitive to this.