I was working with a client who was very busy and never signed off on anything, to the point where I started to believe he was actively sabotaging my abilities to do work.
I’d drafted a simple email for his company reaching out to their user base and reminding them of my clients’ services. I asked him for feedback and didn’t receive any for over four weeks.
Finally I got so fed up I hit “send” on the email.
Initially, the client was mad that I sent it without his (very late) feedback, but soon changed his tune:
Client: (happily) I just got an enquiry from that email! I guess it worked!
“Great,” I thought. “Maybe now you’ll start to trust me.”
The next week, I gave him a leaflet for approval.
Client: I’m not sure when I’ll be able to take a look at this. I still haven’t had time to look at those email proofs. I’m not sure I like the format.
He was talking about the email I’d already sent out. That had gotten him an enquiry. It was still sitting on his to-do list, over five weeks after I’d sent it to him.