Client, Customer, Subscriber

After a morning of blog absorption, covering a variety of just a few topics, I can never know exactly what my mind will eventually regurgitate.

If I try to retrace the germinating thought, it’s possible I’ll land on the source. But it’s sufficient for me to mentally pinpoint a couple of the catalysts. Sound cryptic?

Let’s just move on.

The Question

As someone who is self-employed, the idea machine never stops. I’m always thinking of ways to improve: service, product, revenue, systems, costs, and all the things. If you know, you know.

This led to the question,

Ideally, how do I want to earn my income?
Who will pay me to do what I love?

Yes, that question.
Now, a quick breakdown of what came to mind.

The Answer

One of the posts I read, undoubtedly instrumental in this line of thinking, mentioned having to do client work because that is what pays the bills. No mention of wanting to help clients.

It’s the typically begrudging response to why one continues to take on clients. And perhaps there is some merit to the sentiment. But if not clients, then who?

The answer lies in defining who pays you.

The Client

Since we’re already talking about clients, let’s define this persona.

I have served both individuals and organizations in my business life. But even when dealing with organizations, there is usually a point person where the relationship plays out. The quality of the relationship – and by extension, the project – is largely determined by how well we get along.

Here’s the thing about client work. It is service based. At the end of the day, I’m hired by the client to accomplish something on their behalf.

I may have the skill, experience, and expertise to deliver the best solution, but that doesn’t mean the client has to accept it.

Which is why things often go south with this mode of doing business.

The Customer

I used to view clients and customers as interchangeable. But after launching my own clothing brand, I’ve come to realize a difference. Unlike clients, something is delivered to a customer. Usually tangible or digital products. But there’s almost always an exchange of currency for product.

And the customer pays first, then receives their product. That part is important.

Still, there is an effort to please the customer, enough for them to purchase my product. But the purchased item is purportedly what solves the customer’s problem.

The relationship after a purchase is where the story happens.

The customer can’t make the business change the product to its own liking. But the refund and customer service culture of the business can easily mimic the client relationship. For better or for worse.

Because of reviews, brand reputation, and such things.

The Subscriber

In my opinion, this is where most self-employed people want to land. A steady (and growing!) stream of income coming from fans. Paying me to keep doing something I love. Assuming that is what subscribers want.

Don’t like what I do? Unsubscribe!

It is true that product brands can establish a loyal fan base. But how many fans are repeat customers? Fans are followers. Customers are purchasers.

So then, it would seem that the goal is to nurture the right Clients and Customers into enthusiastic Subscribers. Build a tribe, as Seth might say.

Now to unlock that door.