David Airey linked to this on his blog, and I have to say, it hits a lot of uncomfortable nails right on the head. I have on my site, “You understand the value of creative expertise” in my list of things that make up my ideal client, and this video is an excellent illustration of the reasons why.
[youtube=http://www.youtube.com/watch?v=R2a8TRSgzZY]
Have you done any of these things, or had them done to you?
Hiring a designer can be an intimidating process — you don’t know if you’re getting someone with artistic vision or marketing expertise, and sticker shock is always a looming danger. Here are some tips on what to get together on your end before you go looking for your perfect designer.
I know this sounds obvious, but it’s good to have a clear idea of why you’re hiring a designer in the first place. You need a website — why? What are you looking to have it do for you? What are your expectations about its performance? You need a direct marketing piece — brochure, postcard or flyer? Color or black and white, and who is going to print them, anyway? Are you a start-up that needs a logo to go with it, or are you established and needing something that fits with your brand? Are you looking to spruce up something that’s already there or start from scratch?
If you have a logo, do you have an electronic copy you can give your designer? Who’s going to write your copy, provide your content, do your website updates? What assets are you bringing into the job, and what are you expecting the designer to provide? Be clear on this before you start out, and try to have as much of it already assembled as possible. This will help your designer not only to give you exactly what you want, but it’ll allow them to do it in a timely manner if they don’t have to wait on you.
And please, don’t be afraid to tell your designer what it is! Often a designer can offer you a lower-priced option if you’re really hurting — or they can give you some bells and whistles they’d held back on mentioning for fear of the aforementioned sticker shock. This is one of those strange areas around which there is a lot of mystery — but there doesn’t have to be. Open discussion about what you really need and how much money you have to pay for it can lead to great things.
Just like the budget, a deadline can make or break a deal. Make sure you’re up front about when you really need that piece done, and don’t drag your feet when it comes to providing your content. Your designer will be working you into a schedule with other clients, which can sometimes be a delicate balance, so you need to be clear on how firm your deadline is, and then keep up your end so they can keep up theirs.
Love the product descriptions on your favorite chocolatier’s website? Hate the flashing banner ads on that blog? Tired of pulling out your reading glasses for people’s direct mail pieces? Do you just have a thing for squid? Information about your personal style can help your designer put together a marketing piece — whether it’s your logo or your e-commerce website — that really reflects not only what you want, but what will attract your ideal customers.
Not only that, but having a clear idea of what you really like will help you choose your designer wisely — someone whose portfolio pieces aren’t really your style is probably not going to be a good fit. If you’re a winery looking for a label, you may not get what you want out of the guy who specializes in snowboarding and t-shirt designs. If you’re looking for brash and bold, then someone who uses a lot of soft colors and gentle curves is probably not the right fit. On the other hand, if you see a friend with a logo you love, it’s always good to ask for their designer’s number.
Of course there’s more things that you might want to know before you hire a designer, like who they are and how they work, but this is the knowledge you need to bring to the table. They’ll have their portfolio and their recommendations for you, their pricing and schedule and special skills. But you’ll fare better if you know — before you go looking — exactly what it is you’re hoping to find.
This past week I went to a client’s house and fixed his internet. He thought it was an email problem, and it turned out to not be such a big deal, but he’s not very techy and he’d had the problem for a while, so finally I just went over there and called tech support for him, and we got it fixed. It hasn’t even broken again since.
Yes, I’m a designer. No, I don’t offer tech support as one of my package options, or even talk about it much on my site at all. But I’ve learned that a small business owner doesn’t just get overwhelmed by business card vendors and web hosts — and since I’m small, I can afford to use all my skills for my clients’ benefits, and not just the ones that fit under my job title.
I only have a few regular clients, and while I would like to have more, it’s never been my ambition to have a lot more. I’d rather go deep than wide — I think I can be more help to a small number of clients over a long time, than I could be to dozens or hundreds as one-shots. I don’t want to just be a designer, I want to be their designer, the person they feel like they can call whenever they have a problem.
I’ve realized that for a client relationship to work for me, it has to work both ways — I have to be committed to their success as a business, not just because it means more work for me. I work hardest for my clients when I believe in them, and because of that, I want to help them do what they do, within my abilities.
It’s helped clarify my marketing a lot — I’m looking for small businesses that do something nifty. I’m looking for people who need my help, and with whom I can work to build their business into what they dream that it will be.
And I’m happy to help them with their email problems, as long as they’re on a Mac.