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Journalism of Courage
A marketing professional from Chandigarh has sparked conversations on social media with his unconventional analogy comparing client relationships to dating. Jatin Gulati, COO of Praper Media, shared his approach on LinkedIn, saying he treats every client like his girlfriend — but clarified, “Not like that creepy guy from your college.”
Gulati explained that when a client genuinely matters, the work stops feeling like just another assignment. “You stop seeing it as just another project. You start caring,” he wrote, before outlining five strategies for nurturing long-term client relationships.
He began by stressing the importance of understanding a client’s moods, noting that recognising how they respond on good versus bad days can prevent unnecessary friction.
Next, he highlighted over-communicating as a key tactic. Keeping clients updated before they even ask, he said, helps them feel valued and prioritised.
Matching a client’s energy was another crucial tip. “If they’re chill, don’t be stiff. If they’re serious, don’t be goofy,” Gulati advised, pointing out that adaptability goes a long way in building rapport.
Remembering small details, like their favourite colours, transitions, birthdays, and weekly routines, also matters. These gestures, he noted, can make clients feel personally connected.
Finally, he urged professionals to protect their clients’ brand as if it were their own. “That’s when you earn respect, not just approval,” he wrote, emphasising that constructive pushback is sometimes necessary.
He wrapped up his post with a simple but powerful insight: “Once a client trusts you, your job gets 10x easier. Because now they’re not just paying you – they’re listening to you.”
The post quickly went viral, with social media users applauding Gulati’s blend of humour, honesty, and practical advice on what it takes to sustain strong professional relationships.
A user wrote, “Love the analogy—it perfectly captures the importance of deep, personalised care in client work. The point about defending their brand shows a true partnership, which is where the best work happens.”
Another person commented, “This is gold! Relationships like these are the real growth engine.” A third person added, “This level of care is rare and exactly why clients stick.”
