About a year ago I saw this seemingly interesting film in Redbox on a solo Friday night and since I had no big plans thought why not. It listed a host of stars including Demi Moore, David Duchovny and Lauren Hutton so I thought it looked promising. After the first 20 minutes of it I quickly caught on to the main theme/plot and thought how brilliant a concept for a movie & in business! It’s about what appears to be a classic, wealthy suburban family who seems to have it all. But as the story unravels, you come to understand that “the family” is commissioned ($$$) by an international marketing company, which I’m sure is a conglomerate of several, to introduce their products into the right market niche via unconventional & REALLY smart methods. (Yes, you should totally rent it. Check out the trailer at http://www.youtube.com/watch?v=achUBX71Fj0 ).
So since I’m not a movie critic (at least professionally that is…) you might be wondering why the heck I’m blogging about this. It’s because the clever concept they employ is all about having confidence when talking about the brands they are selling and consistency of their sales tactics. And that my friend is what easily translates I gotta have it now to big sales for the product or service. HOW A BRAND IS REPRESENTED TRULY AFFECTS THE SUCCESS OF WHAT’S BEING SOLD! Representation of your brand, via your website or print marketing materials, is paramount to supremacy as opposed to mediocrity in your market industry.
Do you have the vision, tenacity and marketing savvy to leverage your brand to all its potential and watch your sales and profit
margins soar? I’m sure the answer to the latter part of that question is yes but you may not be sure about how to employ the leverage part. I’m no expert but I do give some noteworthy morsels in my last blog titled http://blog.jpdesigntheory.com/branding-to-dos-tidbits/ . So take a few maneuvers from my playbook and let me know how implementing just a few works for you, your potential or current clientele, and I look forward to hearing back on the blogs. Until then…decide if you’ll be Jonesin’ on your competition or if they’ll be Jonesin’ on you.
So here’s my worldwide web, no time to be camera-shy debut. I hope there are some tidbits that can enlighten & offer clarity of key points to consider from a content writer’s perspective. These include blogging, web design and branding across all forums of marketing for your business, big or small. So get some Kettle Corn (love that stuff!), get comfy and enjoy the show.
For a modern lesson on a classic fundamental, let’s take it back to elementary school for the 5 W’s (and 1 H) for a moment shall we? Who, What, Where, When, Why & How…although not in that particular order. WHO…you of course! Don’t think blogging is for you or beneficial to your company? Read on my friend… WHAT’s the point of business blogging? To communicate clearly to a wide variety of readers (either from your business sector or to one who is interested in acquiring your company’s expertise) and reach them on a virtual yet tangible level that says wanna do lunch…via Skype?
HOW can a blog work for your company? Let me pass on what I’ve come to understand. Basically, if you are a small to medium-sized company, more than likely you have a limited advertising/marketing budget if any. This may in turn affect your ability to rub elbows with your industry-related business colleagues and the frequency of networking opportunities. But guess what? If you have a semi-talented employee who can write pretty well or hire a content writer like myself (hint, hint-plug, plug) you can be well on your way to leveraging social media to your advantage and profit margin. WHY and the WHAT points are somewhat synonymous. You (or your superiors) want to have a corporate blog which elevates you/your company to a WORLDWIDE PRESENCE. This taps you into the local and global business market by creating dialogue via your company website to an UNLIMITED number of people for almost FREE. Need I say more? Ok but just because I can hear the anticipation… WHERE is Waldo, Jane, Bob or whatever your name is? Where do you pow-wow and have your swank & usually expensive lunch meeting to seal your deals? Your couch if you’re lucky! In 2012, most freelance and small business owners work from home or out of a local Starbucks. You can save time and money with this fantastic networking tool by using a little of Father Time and a smidge of talent to take your business to the next level and into an unlimited marketplace. No expense account required. WHEN you choose to use social media to your advantage, you win-plain & simple. Oh and today is a great day to start.
A content writer or business blogger (whether plume or keyboard, or in my case, both) takes on the identity of his/her subject as though they are vicariously living as the CEO or decision maker for that business entity. It is in this forum where jack of all trades requires that you master, at least on some level, all & not none. A good content writer or blogger assumes the identity of employee/employer and advocate for that business.
Taking on a client who is part of an industry in which you’ve never been employed can seem overwhelming or to some impossible. Do you take that client on and fluff your credentials as though you have had a million clients in that same industry…a been there done that so of course you should hire me attitude? Or do you let them know how darn good you are at research and how becoming a student rather than a “know it all” behooves them and your craft? Because any good content writer will tell you it’s about RESEARCH, RESEARCH, RESEARCH …and yet more RESEARCH. That includes your company client, their area of expertise, their competition and what’s not being said/done/reflected in their own and competitors marketing identity. You have to write it like you live it, in it…their world, their conference rooms and marketing strategy meetings.
Recently I took on a client in a very interesting and technical industry. And I certainly can admit some hesitation and anxiety prior to the pitch. It was seemingly too technical for a person who spent a good deal of my career in a very white collar legal environment. But I soon realized that this is what it’s all about. What content writers do-we morph. And through many hours of research and allowing my brain to think outside its confines and experience, I soon became intrigued and began to write in such a manner that impressed me (really it did) and my client. This is what allows you to write from a position of “seeming” expertise and authority rather than obvious novice.
So stay encouraged my fellow content writers and bloggers- embrace what you don’t know, learn what you need to and then write like you live it.
Now that the lovey-dovey mood, which Valentine’s Day brings has come and went, I start wondering what can I do to catch the wanted client who is still passing me by. Do you ever wonder what makes a client choose one designer over another? There are some big lies out there on how to get a client, but there are some exciting facts that show what clients really want from a designer.
“Repetition does not transform a lie into a truth”. FDR
Lies, myths and false statements
It’s important to understand a few myths we as designers have come to believe about being hired by a client.
Clients only want experience
Designers (especially recently graduated) think they don’t have a chance to be hired by a client because they have no real experience. Don’t let this lie stop you from finding great clients who are looking for a young, fresh approach to their design process.
A lot of clients would prefer to hire someone they feel has a lot to learn, rather than, someone who is set in their stubborn ways.
Clients hire designers who have a great portfolio
Similar to the first lie, a lot of naive designers think that unless they have a vast portfolio, no client is going to hire them.
In fact, it’s the opposite. Choose a few really strong projects, highlight them effectively in a portfolio, and show them off with pride. If you do this right, a smart client will hire you.
Clients only hire cheap designers
Most designers feel like they have to have the best bargain in order for clients to hire them. The truth is, most clients are willing to pay a little more for quality designs. Most clients are also willing to pay more money for a designer who is easy and enjoyable to work with.
Find ways to add quality to your client/designer relationship and you won’t have to lower your prices in order to get hired.
All truths are easy to understand once they are discovered; the point is to discover them. Galileo Galilei
Facts, truths and real statements
Clients hire responsible and easy to work with designers
Clients are usually more interested in the working relationship they will have with you than almost anything else. If they can’t work with you, if you won’t listen to them, or if you’re rude, they won’t care how great your designs look; you’ll never get hired.
Make sure you present yourself as a responsible and agreeable person, that way you’ll be more likely to get hired.
Clients wants designers who are respectful
You can have your own opinion, but when you intentionally insult, degrade, or talk down to your clients, you’ll quickly have a one-way ticket to unemployment.
Clients look for designers who respect their opinions. Be respectful.
Clients look for designers with the skills needed to complete their project well
You may not be the best designer in the world, but your potential clients may not be looking for that. They are looking for someone who possesses the skills necessary to complete the job well and on time.
That doesn’t just include design skills or a fancy portfolio either. They are looking for someone with a good work ethic, a personable attitude, great project management skills, and superb people skills.
These are some lies and facts of what clients want from a designer. What are some other pointers that will guide us to reach more clients, effectively?
What other tips and pointers would you add to this list? If you were a client, what would you look for in a designer?
About a year ago I saw this seemingly interesting film in Redbox on a solo Friday night and since I had no big plans thought why not. It listed a host of stars including Demi Moore, David Duchovny and Lauren Hutton so I thought it looked promising. After the first 20 minutes of it I quickly caught on to the main theme/plot and thought how brilliant a concept for a movie & in business! It’s about what appears to be a classic, wealthy suburban family who seems to have it all. But as the story unravels, you come to understand that “the family” is commissioned ($$$) by an international marketing company, which I’m sure is a conglomerate of several, to introduce their products into the right market niche via unconventional & REALLY smart methods. (Yes, you should totally rent it. Check out the trailer at http://www.youtube.com/watch?v=achUBX71Fj0 ).
