The power of words can be incredible. But only if you use them at the right time. Learn how to make more out of a standard assignment by leveraging your client’s view of things.

What matters even more than what you say, is the time you choose to say it. If you have been given a standard brief (here: re-design the CI for a small local retailer), and you want to win the client for more, anticipate how your client thinks! Identify how she might react to innovations and new approaches, and if you prepare her step by step (by feeding her bit after bit of your knowledge and insight), you will never have a problem enhancing the nature and/or extent of your assignment.

Here is how I argued to convince a client that an unusual and innovative marketing concept was the right card to bet on - in addition to the job I actually accepted. Read on…