There’s a beautiful moment that happens when a client first signs on. Spirits are high. Hope is in the air. Everyone’s excited. You’re besties. You’re aligned. You’re ready to build magic together. Then come the emails. The voice notes. The 11 pm “quick" ideas.
And just like that—the honeymoon is over, babe. Here are five things you’re almost guaranteed to hear from a client in the early days... and how to respond like the composed, strategic, wildly undercaffeinated professional you are.
1.“Can you make it go viral?”
Translation: we’d like to defy all known laws of the algorithm with zero ad spend and a Canva post. (PS, make it free).
What to say: "Let’s absolutely aim for high reach and engagement. We’ll back it with trend insights, data, and strategic timing—and if virality hits, we’ll be ready to ride the wave. But our focus is on consistency that converts. That’s what pays off long-term." (Then go cry in the corner and whisper ‘virality is not a strategy’ into your latte.)
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2.“Can we get that posted by tomorrow?”
Translation: I’ve had this in my head for three weeks but just remembered to tell you 10 minutes before the end of the day, but I promised my boss I’d get it done for the weekend.
What to say: “We’d love to bring this to life—let’s map out realistic timelines that allow for approvals, copywriting, content creation, and paid optimisation. We can move fast when needed, but great content deserves a proper runway.” (Then gently remind them this isn’t Uber Eats, and creativity needs more than 45 minutes and a slack ping.)
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3.“Can we book *Insert Massive influencer*, on a $2K budget including paid usage?”
Translation: I want champagne influencers on a cask wine budget.
What to say: “Massive Influencers’ rates reflect their scale and impact—but we can absolutely recommend emerging talent with strong engagement and a similar aesthetic who can deliver within your budget beautifully.” (Then open your roster and start praying to the TikTok gods for a rising star with rent due.)
4.“We want to do something really different... like what X brand did!”
Translation: Let’s reinvent the wheel—but only if it’s already been road tested by a major brand with a seven-figure budget. Also, it will definitely be as big as Robert Irwin and bonds, so can we just use him?
What to say: “I love that idea—let’s unpack why it worked, and how we can bring those principles to life in a way that’s authentic to your brand, audience, and budget. We’re not here to copy—we’re here to cut through.” (Then politely explain that no, they cannot recreate the Nike x Megan Thee Stallion ad with an intern and a ring light.)
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5.“We don’t have time for a strategy—let’s just post and see what happens.”
Translation: We want short-term wins, no roadmap, and someone to blame when it doesn’t work.
What to say: “We can absolutely get quick content live, but not without a strategy first. We recommend a short sprint strategy. It gives us direction, measures impact, and ensures everything ladders up to your bigger business goals.”(Then send them your deck titled “Strategy: The Reason You Hired Us.”)
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Final Word: Clients aren’t the enemy. They’re just excited. Overwhelmed. Occasionally unrealistic.
Our job is to be the calm in the chaos, to hold the vision, set the boundaries, and translate "can we go viral by tomorrow for $50" into a roadmap that actually works. And maybe—just maybe—slip them a meme now and then to remind them we’re all human.