Ever read The Invisible Man by H.G. Wells? That’s not the kind of transparency we’re talking about. Not that literally, anyway. With so much talk about storytelling in marketing, it’s important that you don’t try to manufacture a story about your business. It’s a real story that people want: they want to see behind the walls of the office and know the culture. They want to be sure that they agree with the culture behind the business.
If you have a creative partner, it’s important to be completely transparent with them, showing both the good and the bad sides. Here are a few reasons why:
The Never-Ending Story
Imagine you find an old book. You get engrossed in it: tales of adventure with tension and drama and even a pinch of humor. You’re about to hit the peak of the story and when you turn the page…there are no more. There’s no end of the story. You search and search for other copies of the book, but they’re nowhere. They don’t exist. There is no complete story.
That’s what happens when there’s not complete transparency between a business and their creative provider. If the business withholds part of their story, that means the creatives are only going to be able to produce something based on what they know. They aren’t getting the full story, which means they can’t tell it on your behalf.
Doubt
Sometimes, your creatives may produce something you aren’t sure about. Other times, they may produce something you just don’t like. It’s doubt, and it’s good to express it. If you’re worried about an element of something created, whether it’s a blog post, a website, or a full-fledged advertising campaign, speak up. Creatives may have gotten locked onto one idea and not seen past it. Offer your point of view, and let them offer up theirs. It may create something even better than Meryl Streep’s performance in the movie.
Greater Expectations
When you’re entering into an agreement with a creative partner, it’s of the utmost importance that you are clear as possible about what you expect from the partnership. Too often, businesses enter into agreements with marketing firms and have unrealistic expectations about what a marketer can produce. At the same time, your creative team will need to have clear outlines on what they’re being asked to do. That way, they can piece together the best plan to get you where you need to be. Talk about what you want, in clear terms: nothing too Dickensian.
