Getting new business from old clients

Monday’s Promotion Idea for Graphic Design Success

Weird story that turned into a really wonderful marketing lesson.

I happened to come across an old client’s blog posting. OK, I admit, I was checking up on what she’d been up to and I found a really interesting post. So, I commented on her post — not expecting anything in return. Just a courteous, short note that I enjoyed reading her post and keep up the great work.

Well, she called me to thank me and to say that I had impeccable timing. She just so happened to have a design job to do and would love to work with me again as we’d had fun the last time.

So what can I (and you) learn from this little lesson:

1. The job is finished, not the relationship. Once a job is finished, it doesn’t mean that the relationship with your client should end. You should always keep in contact with old clients because then, if they ever need a design job done, you’ll be the one they call.
2. It’s easier promoting your services to clients who’ve already worked with you. It’s harder to get new business with new clients. It’s much easier to sell your services to previous clients who’ve enjoyed working with you in the past.
3. Old clients will refer you to new clients. Word of mouth is key and if you don’t maintain a relationship with them, they won’t recommend your services (makes sense, doesn’t it?)

Developing a system for staying in touch:

Don’t wait until business is down to then go out and solicit new business. Take the proactive approach by following these steps:

1. Make a list of your clients: List all the clients and their contact information that you’ve worked with
2. Rate your clients: No use in keeping the terrible or “problem” clients who gave you nothing but trouble. Separate the list into dream clients and problem ones.
3. Decide how you will stay in touch with them: Will you do it informally? For instance, send them an e-mail or call them once in a while? Or do you prefer something more formal and regular? For example, subscribe them in a continuity program like a newsletter or weekly tip?
4. Plan it out: If you’ve chosen the occasional e-mail or phone call, then you need to decide what you will say when you call them. If you are planning on publishing your own newsletter or weekly tip, then you must plan out the tips well in advance and make sure you are consistent in sending them. Always be professional.

T A K E A W A Y S :

It’s unnecessary to try and always get new clients. They say it’s double the work to get a new client than it is to market yourself to an old one.

With an old client, you’ve got the advantage because they liked working with you and were satisfied with your work.

Keeping folders under control

Thursday’s Management Idea for Graphic Designers

Files are one of those things that can quickly get out of control.

It seems like yesterday that TB drives, heck even GB, didn’t exist. Now, our drives are getting bigger and bigger and …

Files have a way of replicating and spreading like wildfire.

Here’s how I try and keep it simple.

Essential folders I have on my computer:

1. Current: I’ll store all my clients projects that I’m currently working on
2. Clients: Stores all my past clients, by name (last name first)
3. Promo: Stores all my business documents and backup
4. Future: Projects / ideas I plan on completing or implementing sometime in the future

For your promo folder:

I’ll have folders for all my various marketing elements. Here are a few to get you started:

1. Blogs: Within these I’ll have all my blogs templates (in their own folders), source documents, and backups
2. Newsletters: All issues have their own folders (see below on what folders to include in each)
3. Podcasts: All original recordings are found here
4. Postcards: Different variations are in their own folders (see below on what folders to include in each)
5. Portfolio: My best showcase pieces are in here
6. Stationery: Business cards, envelopes, and letterheads
7. Websites: Backups of all my sites, source documents, and images

For client or design folders:

Within each client folder, create a folder for each job to be done for the client, and name it something descriptive. Then create at a minimum these folders:

1. Fonts: Fonts used in the document
2. Images / Visuals: Any images, illustrations, and logos that are used in the project
3. Original documents: All files sent by the client
4. Source documents: Original Photoshop or Illustrator files for all graphics used

T A K E A W A Y S :

By taking the time and setting up your folders correctly, you’ll save time in the long run.

You won’t have to go looking for documents, images, and fonts because everything is stored together. And everything is kept under control

Are free graphic design softwares a good solution?

Wednesday’s Production Idea for Graphic Designers

I was once a member of a subscription site aimed at designers. Specifically, freelance graphic designers.

One of the recommendations of the site owner was to use free, usually open-source, software. For example, using Gimp instead of Photoshop, or Scribus instead of InDesign.

Don’t get me wrong, it’s a great alternative in theory, if you don’t have much money to spend on software (and yes, it can get very expensive), and especially if you are just starting out. But, it’s just not a good idea.

Why using free open-source software may end up costing you in the end:

1. Printers won’t accept your files
2. It makes you look extremely unprofessional
3. Clients may want the actual files for the job to keep (and perhaps reuse down the road)
4. Incompatible file formats
5. No support for the software
6. You don’t know if they will be available for a long time (say a year or 2 from now)

T A K E A W A Y S :

Why take a chance with software that is not readily recognized as an industry standard?

It’s okay if you are designing strictly for yourself. Or, if you are not planning on providing native files ever to your clients. Or, if you will never have anything professionally printed. Or if you will only give out PDFs.

But honestly, if you plan on being a professional then you need to act like one. Bite the bullet and get the professionals’ tools!

The making of a good graphic designer: getting beyond the software

Tuesday’s Design Idea for Graphic Designers

This is probably going to sound a bit like rant, but it is an important concept.

How much do you really need to know about Photoshop or Illustrator or InDesign to be able to be a good designer.

Is a designer simply about the tools we are using or are we valuable for the ideas that we are producing?

If you are an expert in Photoshop, does that really make you a good graphic designer?

What makes a good graphic designer:

1. One size doesn’t fit all: Their designs don’t all look the same. They are tailored for each job.
2. Graphic design rules: Good graphic design foundation and uses timeless principles in the design
3. Typography: Solid typography foundation (rules and typeface use)
4. Color know-how: both using global colors and how to use colors
5. Software: Knows enough of the software to accomplish what’s in their mind. Doesn’t overuse filters and effects simply because it is there.

What makes a good graphic designer who makes money:

1. Comes up with solutions that are appropriate for the client and their audience (not simply what they like)
2. Listens to the customers needs, wants, and expectations for the design
3. Checks out what has been done in the past and if there is a branding in place and tries to incorporate those elements in the present job.
4. Accepts criticism of their work, doesn’t take it personally or as a rejection, and works to change the design to please the customer
5. Chooses the best fonts for the job from an arsenal of fonts
6. Chooses the appropriate colors for the job based on the target audience.
7. Good communicator
8. Gets the job done when they say they’ll have the job done.

T A K E A W A Y S :

Being a good designer doesn’t necessarily guarantee you’ll make money.

In fact, if you are too “devoted” to your craft, miss deadlines or are arrogant about accepting criticisms, then chances are you won’t get repeat business.

Build your own brand advocates

Monday’s Promotion Idea for graphic designers

Brand advocates is a concept I just learned about, but does make a lot of sense. We always hear that in marketing, word-of-mouth is key. Well, this is taking it one step further.

Brand advocates are people who recommend your products, services, and companies to their family and friends. These are your raving fans that do the promotion for you — because they like you so much. They will tell everyone how much they love your products / services.

One form of this is in Flickr groups and YouTube. People will post pictures of their latest obsessions or make a video. Heck, some YouTube videos quickly go viral.

It’s all about building a buzz and anticipation for your product or service.

In order to build buzz there are a few things you can do:

1. Create something memorable and funny
2. Offer something that your audience would need (ie. fill a void)
3. Post regularly so that you build anticipation for the next thing you are going to come out with.

So, how can you turn your audience into raving fans for your products and services:

1. Widgets or phone apps: Create a widget or a phone application especially for your target audience. We’ve seen success as even a 10 year old created an application for the iphone that went viral.
2. Newsletters: Newsletters were one of the first things that people used to stay in touch with people and capture their names and email addresses. It’s still a viable model as witnessed by the e-zine queen’s success.
3. Blog: A blog is an easy way of adding personality and building a fan following. If you are posting on subjects that are valuable to your audience and on a regular basis, people will tune in.
4. Videos: Everyone these days is into videos. They search for them on websites and on YouTube. Create a video or a series of videos on a catchy topic.
5. Podcast (audio / video): Many companies or people with huge followings have podcasts. Some have video podcasts (such as GeekBrief.tv) and others have audio podcasts (the Dawn & Drew show come to mind). The key is consistency and keep a schedule.
6. Web shows: These are quite popular nowadays since the cost is no longer prohibitive, but you can host your own show on the web. Again, as you see in normal tv shows, it helps if you maintain a schedule for these and put one out regularly.
   
7. Facebook: Start a group on your subject and link your blog or any other material found online.
8. Twitter: This literally can grow viral. Start a Twitter account and then put in updates of what you’ve worked on, blog posts, etc… Watch your list grow as people join in and retweet your posts.

T A K E A W A Y S :

The easiest way to build buzz is to become known as an “expert” in your field. A second way is to dial into the pulse of your audience and offer them the content that they are looking for.

Have you noticed a lack of something in particular in your field? Then offer a solution to fill that void!

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