1. They let you in. They let you see behind the curtain, insist upon it really. Because they want you to understand their challenges. This kind of intimacy and trust builds rapport and only makes you want to work harder for them. And when you’re working for someone who’s writing a personal check, you feel the urgency to deliver.
2. They’re sooo appreciative of the time and attention you give them. Because they’re not used to it. In a typical ad agency, big clients get all the attention. Small clients, not so much.
3. Less process and protocol. They make the decisions all by themselves - imagine that! They don’t have to refer to some focus-group tested brand platform created by an account planner to see if an idea lines up with their brand. Because they are their brand - the living embodiment of it.
4. Small clients have smaller media budgets, and need to stand out in other ways. That’s why they see the value in creative that makes a powerful impression.
5. One of the best things about small clients is that they often become big clients, whom we also love.