Tip #17 ∞ Yelling is Extremely Counter Productive to Your Goals ∞ Tip #17

As the client, when you feel like yelling at your agency, you really need to take a step back and think long and hard, because yelling will be extremely counter-productive to your goals which is to get your agency to be a valuable partner in your business.

Let's analyze the reasons why you want to yell at your agency:

1. You think you're being overcharged: Maybe you need to have a more clear direction on the project, it's goals, the measurability of the outcome of the project, and the cost defined. If scope creep has happened, and you are not aware of it, then you need to have a discussion with your agency about communications.

2. You think your agency is not being creative enough: Have you reviewed your agency's portfolio? Are you working with the principals that built that portfolio? Or are the people you are now working with not the same people behind the work you like? Is budget a problem? Is it possible that you are asking for helicopter shots of Wrigley Field but not putting enough budget behind the project? Why not? Do you not trust the agency to spend your money wisely?

3. You're having a bad day: It happens - but keep in mind that taking it out on your agency is going to cause long-term problems. It might even lead to a parting of the ways for a valuable marketing partner. It will definitely compromise further communications because no one likes to be yelled at, for whatever the reason. At any rate, if your agency account executive has been yelled at, they may have serious issues with approaching you with bad news any time soon.

Calm discourse, open communications, clearly defined goals are a much better strategy than yelling at people. If you feel the need to yell at your agency, then you probably should

1. strive to be more educated about the agency business and creative process (read this blog!)
2. seek some professional anger management counseling
3. think about if you have some trust issues with your agency - if so, ask yourself why this is the case?
4. put in writing your goals, budgets and process, share it with your agency and stick to it.