Tuesday, March 22, 2011

I feel bad for my client

I just got off the phone with a new client. I really felt bad after talking with him.

He got in touch with me about a month ago for a brochure. I explained that I would help him with his text to communicate clearly what he has to offer and design the brochure at the highest level of professionalism.

I didn't hear from him until today.

"Rob... I don't know if you remember me, (I did) but I'm stuck. I had a brochure done, it's crap and the guy who did it for me went way over budget. Can you fix this brochure?"

I told this fellow that I could help him, but we would have to start from scratch otherwise it would be like patching up a house that didn't fit your family and that's falling down instead of building a house that fits all your needs.

His brochure kept talking about his company BUT NOT WHAT HIS COMPANY can do for his CLIENTS. His stock photo visuals were not consistant... it was as if 3 different photographers took the shots without consulting with each other.

His brochure lacked credibility. He lost sales because he wanted to save the $350 dollar difference between what the other "designer" did and what I quoted.

What would he have gotten spending a little more? Strong sales copy. Strong graphic design that would have lead the prospective customer to make the right decision by choosing his company.
And it would have come in ON BUDGET.

I got the assignment, but I couldn't save him a second fee.

Bottom line:
You should have more to offer than just "pretty pictures". Pretty pictures don't sell. Smart marketing thinking WITH strong graphic design does.