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Business Time with Panache Writing, Inc.
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Chris Benevich speaks at a recent panel discussion
(photo by Ann Mehrman, courtesy of C. Benevich)
Business Time is a weekly Q+A featuring insights and advice from knowledgeable Chicago business owners.
Who
Chris Benevich, President
What is your business?
Panache Writing, Inc.
Number of years in business?
Six
Tell us about a business lesson you learned the hard way.
I signed a contract with a new client, a small, start-up business, that prevented me from promoting the work I did for them in any way. [Their contract stipulated] not only could I not post samples of my work, but that I couldn’t even discuss with anyone the nature of our relationship. In addition, I could not discuss my contributions to that company. This was a very heavily-written contract. I signed the contract because I was very eager to grow my business. I had a great rapport with one of the owners, and I thought it would be a great test for a new service I was developing at the time, which was essentially pre-priced and packaged copywriting services that could be marked up, resold – this was a model I wanted to test, so I was willing to, at the time, take on a restrictive contract.
Unfortunately, that was a good amount of work that clearly demonstrates the Compelling Storytelling(sm) model [one of Panache Writing's products] and the benefit it provides to small businesses, and I can’t show any of that work.
We had a very strong relationship for over a year; I was their primary source for copywriting.
What did you learn?
Of course, that was a learning experience in a number of ways.
I learned how much I wanted to emphasize cost versus value. “Cost” is how much I charge. “Value” is much broader than cost – it’s, "What level of service do I provide within that cost?" It was a real turning point and a lesson.
What, if anything, would you do differently?
I wouldn’t go back and change anything. Going forward – I have a new contract, with my attorney, that she designed, and that is the one starting point for negotiations with a new client. Now, of course, global enterprises or well-established companies will have their own contracts and needs, and, obviously, the kind of relationship we want to have, whether it’s long-term or one-time, there’s discussion on whose verbiage gets used. That’s not so much about “claiming territory” but it’s about what type of interaction, what type of relationship we want to have – and that’s what a contract is for.
Sounds like a good lesson! Tell us a business book you recommend.
Attracting Perfect Customers: The Power of Strategic Synchronicity
By Stacy Hall and Jan Brogniez
Visit Panache Writing Inc.'s website
To learn how to apply Compelling Storytelling(SM) to your business
communications, sign up for a free Panache Writing, Inc. teleseminar.
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