You know the feeling. You’ve just stayed up almost all night perfecting your illustration. After standing back to admire your accomplishment, you send it off to the client and go to bed for a few hours of sleep. When you wake up and check your email (after a well-deserved sleep-in), you find a long list of feedback from the client. As your heart sinks, your temperature rises. You fume inside, angry at an unappreciative client who just doesn’t get it. All the euphoria of the night’s work evaporates into nothing. You are discouraged, tired, and angry.
Like me, you might want to get right to business and hit that reply button. You want to explain and justify your decisions and convince your client that the work as you’ve sent it is the best possible solution to the problem. Or perhaps they’ve pointed out an error on your part, and you want to excuse yourself — perhaps it was sleep deprivation, or the client rushed you, or you have a lot of stressful things going on in your life right now. We blame the client for being ignorant. We blame our computer for crashing. We blame the accident of being born “right-brained”, a creative artist who can’t be expected to pay attention to details. This is our instinct — to react to the feedback in a huff instead of responding to it thoughtfully.
We immediately feel the need to be right, and anything that isn’t is not really our fault. And this, not the client feedback, is the first problem we need to face when undesired feedback comes our way. What if, in this instance, you are not right? What if you have more power to overcome whatever is in your way to meet the project goals and deadlines? Client feedback can be annoying. In fact, it almost always is. But the same can be said of anything that challenges us to think or feel differently from what comes naturally. While such a challenge is often uncomfortable, if it met with an open mindset, it can be our teacher and friend.
What to Do When You First Get Feedback
On receiving client feedback, our first task is to check in with on ourselves. Our first instinct is often to react immediately. In my experience, this urge is a palpable feeling, in my chest, somewhere between my mouth and my chest, a sort of negative pressure that pushes against the inside of my skin. Some might just describe it as a ball of anger. When feedback rolls in, pause and try to identify this feeling. I can tell you from my experience, that, as long as this ball of anger is present, I can only respond negatively. Thus, I do not permit myself to write emails until the negative feelings dissipate. Nothing good has ever come out of forgetting this.
1. Step Away
Take a walk, drink some water, or do whatever you do to calm down. While you’re waiting to not feel like you have to break something, put the email away. Defer dealing with it until you’re in a better mindset. If you are bubbling over, talk to a friend, call your mom, or if it's really serious, write about it in your journal.
2. Get it All Out (First Draft)
When you feel better, return to the email and read the feedback carefully. Hit reply and carefully, without pressing send, go through the client’s feedback, point by point, and write your responses. Be as thoughtful as you can be, but don’t hold back from defending or excusing yourself at this point. Simply write your rationale back to the client. But DO NOT SEND YET! This is your first draft, and you still have some editing to do.
3. Filter Out Negativity (Second Draft)
Now it’s time for your second draft. Go through your responses and look for any place you’ve excused, defended, or otherwise justified yourself or reasoned against the client’s thinking. Now ask yourself why you feel so strongly about it. Does your point really matter, or are you just feeling a loss of control? Is the client’s feedback really that unreasonable? Is it something you can at least try, or even try secretly just to prove yourself right? Consider your tone — do you sound difficult or impatient? Or even rude? If anything, simply ask yourself — can you solve the problem or not? The client is not at all interested in your feelings or your life, no matter how difficult it may be. (Seriously). They have a problem that needs solving, and they have offered to pay you money to do just that. No matter how annoying you think the client is, you have to see past their transgressions and look at their feedback as objectively as possible. What is the problem, and how are you going to solve it?
One angle I often take is to make sure the client and I are framing the right problem. So if I get feedback about colour, I might ask what it is about the colours I have chosen that aren’t working. I probe the client to look for a reason, to tell me why. This gets everyone thinking more logically about the problem and often opens up a real, constructive conversation. If the client can reasonably tell me why they need something changed, it makes me feel like I can reasonably accommodate their request.
Of course, some feedback may be unreasonable. In this case, identify that which you feel is out of line. But bluntly saying so will not convert your client to your way of thinking. Best if you ask the client why this feedback matters to them. You might learn something about the project that never came up in the brief. Everything a client says, reasonable or stupid, can give you valuable insights into what the client really needs and into possible solutions.
Perhaps the feedback is annoying simply because it takes the job out of scope. It adds more time to the project that you weren’t planning for. In this case, if the client is asking you to do more than what you agreed to, again, don’t get mad — solve the problem. In this case, you may be entitled to invoke the original brief or scope and ask for more time and/or budget. Don’t charge at the client, simply charge them more (with fair warning of course)!
4. Read it from a Recipient's Point of View before Sending
So by now you’ve 1) calmed down, 2) written unfiltered feedback, and 3) gone back and edited your feedback to be more solution-driven (rather than ego-driven). Your last step is to read through once more, just to make sure you’ve given everything your client is asking a fair shot, at least in your head. Read it as though someone else sent it to you. Is it demeaning? Belittling? Too long? Is the tone friendly? Is it respectful? Does it build rapport with you and the client?
In all this, it’s easy to think that I’m suggesting that you compromise at the expense of what’s important to you. But what I’m really saying is know what is important — what your non-negotiables are — but also be flexible and empathetic. Your paying client needs you to solve their problem. How will you help them all the while providing the service/product that you are best suited to provide? For instance, if a client seems to want me to do a style that isn’t mine, I kindly but plainly explain that I wouldn’t be very good at it, and I provide references of illustrators who would be way better at it than me. I explain what my strengths are, what value I can add, and then check and double check to make sure they understand that.
We are experts at bringing our unique approach and perspective to a creative problem. Clients are experts at knowing their business and what their goals are. Let them teach you what is important to them, and, having communicated what your value and perspective are, they will better value what is important to you. Some of my favourite projects are those where I received a lot of pushback from clients I respect, or learned to respect along the way. In almost every case, I became a better, stronger illustrator, and understood commercial art from the client's perspective in more profound ways. And ultimately, this gives me a competitive edge and makes me more profitable as a business.
How do you respond to annoying client feedback? Do you relate to this article? What would you do differently? I'd love to hear things from your point of view in the comments!