If the subject line ‘Big Brand x Your UGC Name | Potential Monthly Retainer?’ coupled with an email sign off that reads ‘Can we schedule a call this week?’ makes you equal parts excited and nauseated, this post is for you.
For UGC creators, discovery calls can be scary.
Terrifying, even. But they can also be a chance to pick up significantly bigger and better projects. Not only do calls allow you to better understand your potential clients’ requirements, but they let you position yourself as the solution in the same breadth.
And as we know, brands will pay ££££ for someone to solve their problems.
Today, we’re delving into UGC client calls. From the initial preparation to leading the conversation, we’ll guide you through the art of the discovery call. Whether you’re a seasoned pro looking to refine your approach or a newbie anxious about your first ever client call, we’re here to help.
Do I need to get on a call with a potential client?
Short answer, no.
But, some clients need face time. This is more applicable to longer-term retainers and organic content, where brands might want a chance to chat through their needs, wants and desires.
And discovery calls don’t just benefit clients.
UGC calls are a way for you to get a vibe check on your prospective clients, upsell your services and direct the partnership in the way that you want. When you get on a call and you ask the right questions, you can remove friction and allow you to build a longer and more long lasting relationship with potential clients.
How to prep for a UGC client call?
First we’re going to accept that it’s going to be uncomfortable at first.
You’re going to get a little sweaty, potentially a little shaky and you’re going to question your ability as a creator. And then you’re going to come off of the call on an absolute high. Then, every call after gets a little easier. By your 20th, you realise that discovery calls are not a burden, but an opportunity.
So, how do you make calls 1 through 19 easier?
Prep.
Being prepped means that nerves don’t get in the way of your call. You can be a little nervous, but you have a job to do for 20 minutes, and preparation makes that possible.
RESEARCH THE BRAND
Prior to the meeting, research the brand thoroughly.
Create a document on Google Drive or use our UGC discovery call template to research the brand and their online presence. Write down basic notes of any important points you need to clarify. Look at their current ads using the Facebook Ad Library and be conscious of any obvious errors or gaps. Have an overview of their main competitor and their approach to advertising.
This is a discovery call, so you’re ultimately going to be asking the brand to tell you this info: you don’t need to know it off by heart, but by getting ahead of them you can identify the problems they’ll want you to solve.
PREPARE QUESTIONS
A list of basic questions in your document ensures you have a direction should you lose control on the call.
Aside from asking the brand to tell you about themselves and where they feel you could help, be sure to cover:
- Who are you trying to target with this content?
- What are you trying to achieve through your content? What does success look like?
- What are the deliverables? Do you plan on using these videos for ads, or organic?
CONCEPTS & CREATIVES
We always recommend having topline ideas and an idea of potential creative strategies you could recommend.
This is a discovery call and they haven’t paid you, so you’re not laying out a strategy for them, but going in with an idea of what direction you would move in gives you confidence to speak with conviction.
In your document, have some cues about your process and rates.
While you don’t need to rhyme these off unless the brand asks, if they do, it’s better to be prepared.
HAVE A WINE
Ok, maybe not before the call.
But ultimately, you need to go into your call relaxed. It’s important to connect with the client, and that means striking the balance between personal and professional. It’s easy to freeze up and head into interview mode, but remember, they are hiring you as a personality. The face of the brand.
Do what you can to relax and treat the call as just a conversation.
How to lead the UGC call
You are the expert and the brand needs your services.
By taking charge of the call, you can make that clear and you can also get the information you need in order to be able to position yourself as the solution.
Are they struggling to get engagement on their organic content? Great, you have some ideas as to how they could fix that. Unable to increase CTR’s on their Meta ads? You’ve looked at their ads they are currently running and you’ve noticed some small tweaks that could potentially make a big difference.
By directing the call, you can direct the partnership. And this is really easy to do with the following:
HAVE AN OUTLINE THAT YOU NEED TO COVER
While the conversation might naturally go in different directions, outline the areas you want to cover by the end of the call and work down.
An example of a call outline is as follows:
ADDRESSING THEIR NEEDS AND CONCERNS
During a discovery call, addressing client needs and concerns is the easiest way to establish trust and set the stage for a collaboration the brand wants to get on board with. How to do this?
- Offer Solutions: As clients share their pain points and challenges, be prepared to provide some solutions. Your insights and expertise can address their concerns. Whether it’s suggesting content strategies to boost engagement or proposing modifications to improve ad performance, showcasing your problem-solving capabilities reassures clients that you are the person for the job. And you don’t need to wing this. This is where your research comes in. You already identified their pain points, so you’ve already got some solutions lined up.
- Provide Reassurance: No one wants to be the first. Reassure your clients by sharing past success stories, case studies, or testimonials. This shouldn’t be scripted, but sprinkled. When you’re offering a solution, explain that X, Y and Z worked really well for a previous client in the same industry who faced the same struggle.
- Discuss Alternative Approaches: You may have jumped on a call thinking you were lining up a monthly organic retainer, and what the client tells you suggests they actually need an ad testing set. Be ready to pivot and suggest a different approach.
MANAGING TIME AND EXPECTATIONS
Part of leading a call is being able to close it with next steps.
You don’t want to leave a discovery call with a question mark.
As Brits, we often don’t want to talk money or push for the sale, and if that’s you, end by suggesting you’ll send a proposal and a summary of the call if the client isn’t quite ready to jump.
You’ll quickly realise what works and what doesn’t when it comes to client calls, and you’ll only get better as you do more.
💭 Final thoughts
Discovery calls might feel nerve-wracking at first, but the more you do them, the better you’ll become.
Preparation is key. Knowing the brand, having your questions ready, and relaxing into the conversation will transform these calls from intimidating to empowering.
And remember, they need you as much as you need them.
📋 TL;DR
📞 Discovery calls are a chance to land bigger projects by positioning yourself as the solution.
🔍 Research the brand and prepare questions beforehand.
💡 Have creative concepts ready to showcase your expertise.
📝 Lead the call, addressing client needs and offering solutions.
📧 End the call with clear next steps to avoid ambiguity.
