A retainer is a promise to pay every month. It deserves a little more scrutiny than a bagel order.
Here are nine questions to ask before you sign anything. Get the answers in writing. If someone gets weird about that, you’ve learned something.
The questions
- What exactly will you do each month? Not “social media management.” Which platforms, how many posts, who writes them, who approves them.
- Who will actually do the work? The person pitching you and the person doing the work are often different people. Ask to meet the second one.
- How will we know it’s working? Ask for the specific numbers, in plain English, and how often you’ll see them.
- What does the monthly fee include, and what doesn’t it? Ad spend, tools, design, extra revisions. Know what’s extra before the first invoice.
- Who owns the accounts and the work? Your ad accounts, your website, your files. They should be yours, always.
- How do we get out? Ask about the term, the notice period, and any fees. A good partner is comfortable with this question.
- What happens if something goes wrong? Missed deadlines, bad results, a mistake. Ask how they handle it.
- What do you need from me? Marketing fails when the client can’t give feedback or approvals on time. Know your side of the deal.
- What would make you tell me this isn’t the right fit? Honest partners can answer this one. Most won’t have thought about it.
How to read the answers
Clear, specific, a little uncomfortable? Good sign. Vague, shiny, or “we’ll figure that out together”? Be careful.
You’re not being difficult. You’re about to hand someone a lot of money and a piece of your reputation. Nobody who deserves the work minds the questions.
If you already signed one and you’re not sure, a Second Opinion is built for exactly that.
