Friday, January 8, 2010

The credibility issue

How many times have YOU as a consumer been to a web site or received some direct mail and thought to yourself.. "they have to be kidding! I'm not spending my money with these folks... they look like they are a "fly by night" outfit."

You are experiencing the the CREDIBILITY factor.

Every day, many prospective clients look for the cheapest designer they can find to "help them".

But what are they really accomplishing?

I'll tell you:
They are ruining their image just when they need to be coming across as more professional.
They are losing business because prospective customers DON'T TRUST the company to deliver as promised.

Bottom line: Sure it takes a little more time to help your client with their copy to make it sell. And it takes a little more time to give them a few designs to choose from. But if they are SMART and they understand that they only have one chance to make the sale, you have a good shot at getting their business. Explain that good design backed by marketing thinking adds CREDIBILITY and that adds to more sales. You can charge a little more (and become more successful) if your client succeeds. When they succeed and make more money you will get more business. Win-Win!

Tuesday, January 5, 2010

What your client wants and what they really need.

Your client tells you that they want a web site, a sell sheet, a logo design, a direct mail piece.

Yes they want that but what is it that they really want?

They want to increase sales.

When you get an assignment, put yourself in the shoes of the person who will be your target audience. If you are "sold" you are on the right track. But to be sold, you have to talk to your prospective customer/client on a personal level.

Many clients talk about their company in their communications. I feel that is WRONG. They should be talking about how their company can help their customers. Here's an example:

"XYZ makes the best hiking boots in the world. Our boots are warm in cold climates and are water proof... and they are on sale now."

In my opinion that statement doesn't sell. This is how I would handle that info:

"XYZ hiking boots will keep your feet warm in the coldest climates and nice and dry when the going gets wet. This makes XYZ the best hiking boots in the world and you can buy them on sale now!"

Notice how the copy is personalized to talk to "you".

Bottom line... what your clients really need is someone to help them increase sales. How you do that (web or print) is the medium. But it's your personal message to each and every prospective customer/client that has to be communicated. Get rid of phrases like "our customers" and replace it with a more personalized "you".