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!
Friday, January 8, 2010
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".
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".
Wednesday, December 16, 2009
I want a $50 logo.
It seems like there are some folks out there that think they can get a great logo for $50.
As a freelancer you have an idea about what your time is worth. If it's worth $50 an hour that means that your client wants you to work 1/2 an hour on their logo for concepts, then 15 minutes to take care of their feedback and then 15 minutes to finalize the art in the various formats they will need.
Now, I will admit that I'm fast and creative... but there is no way that I can come up with a world class logo in less than an hour.
Bottom line... you want to work with clients that are serious about succeeding. Try to educate them about how important their logo is. Explain to them that they will be spending a lot more money in the future plastering their logo everywhere and that in the long run a poor logo will be more expensive in the long run.
As a freelancer you have an idea about what your time is worth. If it's worth $50 an hour that means that your client wants you to work 1/2 an hour on their logo for concepts, then 15 minutes to take care of their feedback and then 15 minutes to finalize the art in the various formats they will need.
Now, I will admit that I'm fast and creative... but there is no way that I can come up with a world class logo in less than an hour.
Bottom line... you want to work with clients that are serious about succeeding. Try to educate them about how important their logo is. Explain to them that they will be spending a lot more money in the future plastering their logo everywhere and that in the long run a poor logo will be more expensive in the long run.
Tuesday, December 15, 2009
You're only as good as your word.
For the first time since I started freelancing I've had to turn over a delinquent bill to a collection agency. I've had a good run since I've been freelancing for over 20 years now. I guess it's the economy or it was just this guy.
What really bothers me is that I helped this guy out in a jam on several levels:
1- It was rush and I didn't charge rush.
2- It was over a weekend.
3- I gave him a great deal.
4- He loved the work... he sent me an e-mail telling me how great it was.
This fellow presented my work to some heavyweight clients (SC Johnson and Coors to name just two). I was promised my final payment on a certain day. A week later when I called him to see if the check went out, he didn't answer so I left a message. 2 days later an e-mail. 2 days later another call, then another e-mail.
No response!
I finally sent him a strong e-mail telling him that I had to bring the matter to small claims court if he didn't respond.
I immediately got an e-mail back.... "I had no e-mail or phone reception for the past week".
What business man travels without a laptop? He had a blackberry. How can a businessman in the United States be out of touch with the world for a week? There's no internet service in hotels?
Now, I tried working out a payment schedule with him... but what can you do when someone refuses to talk to you and when they do talk to you they lie?
I felt really bad but I was forced to hand it over to a collection agency... I couldn't trust this guy after he said he'd pay me on the 18th then he say's he'll pay me 60 days later.
Bottom line: Work with people. Help them out. Become part of your client's team. If your client needs more time to pay, work with them. Sometimes people have cash flow problems. Do everything you can to help them if they are HONEST with you.
This fellow lied.
I will get my fee, minus the collection agency's 20% and hopefully in the future this fellow will learn that if you make a promise, keep it. You're only as good as your word. I promised that when he went into his meeting he would have his presentation boards. I delivered... he didn't.
What really bothers me is that I helped this guy out in a jam on several levels:
1- It was rush and I didn't charge rush.
2- It was over a weekend.
3- I gave him a great deal.
4- He loved the work... he sent me an e-mail telling me how great it was.
This fellow presented my work to some heavyweight clients (SC Johnson and Coors to name just two). I was promised my final payment on a certain day. A week later when I called him to see if the check went out, he didn't answer so I left a message. 2 days later an e-mail. 2 days later another call, then another e-mail.
No response!
I finally sent him a strong e-mail telling him that I had to bring the matter to small claims court if he didn't respond.
I immediately got an e-mail back.... "I had no e-mail or phone reception for the past week".
What business man travels without a laptop? He had a blackberry. How can a businessman in the United States be out of touch with the world for a week? There's no internet service in hotels?
Now, I tried working out a payment schedule with him... but what can you do when someone refuses to talk to you and when they do talk to you they lie?
I felt really bad but I was forced to hand it over to a collection agency... I couldn't trust this guy after he said he'd pay me on the 18th then he say's he'll pay me 60 days later.
Bottom line: Work with people. Help them out. Become part of your client's team. If your client needs more time to pay, work with them. Sometimes people have cash flow problems. Do everything you can to help them if they are HONEST with you.
This fellow lied.
I will get my fee, minus the collection agency's 20% and hopefully in the future this fellow will learn that if you make a promise, keep it. You're only as good as your word. I promised that when he went into his meeting he would have his presentation boards. I delivered... he didn't.
Tuesday, November 24, 2009
A tale of two clients.
I love designing logos.
I can also tell if someone is serious about creating a new business when they talk with me about their logo.
Take Prospective Client 1:
Prospective Client 1 wants a logo design that he will be printing on a full line of cloths. He also tells me that I'm charging a little more for designing a logo than another "guy".
I said "You will be spending a lot MORE money plastering your logo on tons of merchandise. You NEED a great logo. It's like building a house. You need a good architects plan. Otherwise it doesn't matter how much you spend on building supplies, your house is going to fall down around you. You need a strong logo that shows people that you are serious, that you are professional, that they can count on you."
Prospective Client 1 said "Your right... you got the job". Prospective Client 1 is a smart guy. He was serious about giving his company his best shot so he invested wisely in a professionally designed logo. Today I delivered 7 logos. He liked so many, he requested to buy several.
Now, about Prospective Client 2:
I just got off the phone with him. He too needed a logo. "Something simple and classy." He directed me to the Oppenheimer site where they have an elegant logo with a capital letter O.
We talk budget and he says my price is not in his budget. "Well what would you like to bring your logo in at?" I asked. He replied "Well since I'm looking for a font and a capital letter, I think less than $50."
I doubt that this man is serious about creating an image and building a business. He loved the Oppenheimer logo and he could have had something of that quality, for a reasonable cost, to build his business around.
Bottom line, spend time talking with your prospective clients... give them the benefit of your experience.
And one more thing... when Prospective Client 1 (who turned into a client ) asked to buy several more of the logos from the batch I sent him, I told him "Save your money, from a marketing standpoint you are better off with just one logo". I saved him money and I lost money by giving him that advice. But I believe that by playing fair and square (and of course delivering top quality designs) I will have a lot more repeat business.
Thursday, November 5, 2009
7 things to know before hiring a Freelance Graphic Designer.
1. Fee based or hourly:
You might think you are getting a great deal when someone quotes you a cheap hourly rate.... but if the designer doesn't know what they are doing , a project worth $200 can cost you a lot more. I always work on a project basis.. you will know EXACTLY how much your project will come in at.
2. Full time freelancer or a part time freelancer.
There's a big difference between someone tying to make an extra buck as a part time freelancer and a full time freelancer. A part time freelancer's most important project is HIS or HER regular job. They are not going to be available to help you out in a pinch nor will they be able to get your project done in a timely manner if they are working overtime at their "real" job. You don't have to worry about that with me... I'm a full time freelancer and your project is my most important job.
3. Student or professional.
Do you really want to trust someone with limited real world experience to help you? Sorry, but the student's designs might look good.. but are they backed by marketing experience to help you sell your product or service? No. As a professional designer, your projects are designed to SELL. You can't get that with a student.
4. Outsourced or are you dealing with the "real" designer.
Some people outsource their projects to to other people and then tack on a percentage to cover their "consultation" time. But who's really doing the work... someone in India who doesn't know the US market? Don't worry... I will be the designer to helps you generate more sales. Look at my portfolio... print, web, Flash, logos... if you like what you see... then I'm the guy to help you. http://www.digitalartist.com
5. Temperamental artist ahead... beware!
Some artists let their ego get in the way of making your project go through smoothly. Not me... I'll give you the benefit of my experience.. then you make the final decision. You know your business better than anyone else and I know I can help you increase your sales through solid marketing strategy and world class design... no ego to get in the way over here!
6. Are they order takers or are they giving you MORE?
You don't want an order taker. Order takers don't go that extra mile to give you MORE than what you asked for. Order takers take the fastest route to finishing a project.
Sure, I'll listen to what you want. I will listen to your suggestions. But I've found that the best way to make you very happy is to ADD to what you are telling me... make suggestions that can improve on your project and make it SELL.
7. Experienced or are they trying to be experienced?
Check out your freelancer's web site.... if you see high profile projects (like you will see on my web site: http://www.digitalartist.com) then you know that the "big guys" have trust in your freelancer and that you can too. If you see lots of "low end" assignments that's a clear indication that either the freelancer is just very good or they are just starting out. If they are just starting out... be careful. The files they send you could have problems that could end up being very expensive for you in the long run. You don't have to worry about that when we work together.
Bottom line.... I'm the guy you want to work with. My prices are fair and reasonable, I'm totally professional and with my marketing background, MY DESIGNS ARE DESIGNED TO SELL.
Call me now, let's talk about your assignment and I'll give you a quote on the spot!
914-682-0114
You might think you are getting a great deal when someone quotes you a cheap hourly rate.... but if the designer doesn't know what they are doing , a project worth $200 can cost you a lot more. I always work on a project basis.. you will know EXACTLY how much your project will come in at.
2. Full time freelancer or a part time freelancer.
There's a big difference between someone tying to make an extra buck as a part time freelancer and a full time freelancer. A part time freelancer's most important project is HIS or HER regular job. They are not going to be available to help you out in a pinch nor will they be able to get your project done in a timely manner if they are working overtime at their "real" job. You don't have to worry about that with me... I'm a full time freelancer and your project is my most important job.
3. Student or professional.
Do you really want to trust someone with limited real world experience to help you? Sorry, but the student's designs might look good.. but are they backed by marketing experience to help you sell your product or service? No. As a professional designer, your projects are designed to SELL. You can't get that with a student.
4. Outsourced or are you dealing with the "real" designer.
Some people outsource their projects to to other people and then tack on a percentage to cover their "consultation" time. But who's really doing the work... someone in India who doesn't know the US market? Don't worry... I will be the designer to helps you generate more sales. Look at my portfolio... print, web, Flash, logos... if you like what you see... then I'm the guy to help you. http://www.digitalartist.com
5. Temperamental artist ahead... beware!
Some artists let their ego get in the way of making your project go through smoothly. Not me... I'll give you the benefit of my experience.. then you make the final decision. You know your business better than anyone else and I know I can help you increase your sales through solid marketing strategy and world class design... no ego to get in the way over here!
6. Are they order takers or are they giving you MORE?
You don't want an order taker. Order takers don't go that extra mile to give you MORE than what you asked for. Order takers take the fastest route to finishing a project.
Sure, I'll listen to what you want. I will listen to your suggestions. But I've found that the best way to make you very happy is to ADD to what you are telling me... make suggestions that can improve on your project and make it SELL.
7. Experienced or are they trying to be experienced?
Check out your freelancer's web site.... if you see high profile projects (like you will see on my web site: http://www.digitalartist.com) then you know that the "big guys" have trust in your freelancer and that you can too. If you see lots of "low end" assignments that's a clear indication that either the freelancer is just very good or they are just starting out. If they are just starting out... be careful. The files they send you could have problems that could end up being very expensive for you in the long run. You don't have to worry about that when we work together.
Bottom line.... I'm the guy you want to work with. My prices are fair and reasonable, I'm totally professional and with my marketing background, MY DESIGNS ARE DESIGNED TO SELL.
Call me now, let's talk about your assignment and I'll give you a quote on the spot!
914-682-0114
Monday, October 12, 2009
I'll get back to you....
We've heard it before...
"I'll get back to you on that project... your quote sounds reasonable"
"I'll send you the files, then you can give me a quote"
"We're looking at 2 other designers... I'll let you know either way"
Then nothing. Nada.
Do you call them back or do you just wait and wait and then decided... oh well, I don't have that assignment.
There are some artists that make it a point to get the person's name, company, e-mail and phone number BEFORE they listen to the project and then give a quote.
Personally, I feel that if I give the person who is calling for a quote all the info they need to know so that they can come to an informed decision about who to hire, they will call me back and give me the project.
I make it a point to instill confidence that when I take their project ( and I don't take a project unless I feel I can hit a home run for them) that it will be done at the highest level professionalism... that it will SELL.
I also feel that "tracking down" someone who isn't motivated to use my services to help them, isn't someone that I want to do business with. If they were price shopping for the cheapest designer, then they are not really serious about succeeding.
I want to work with people that understand that to make it in this tough economy they need someone like me who can really help them... that I offer more than just a "pretty picture"... that there's marketing thinking behind the designs. That spending a little more they get a lot more.
Bottom line: Don't spend time tracking down people who are poor prospects.
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