Client Appreciate: 2008 Holiday Gift

Last year I sent my clients a bottle of wine for the holidays with a custom designed label. It was a great way to share something I love (wine...) while showing off some skills. Because I received such a great response last year, I decided to carry on with the promotion this year.

For 2008, I chose a Cabernet Sauvignon (as opposed to last year's Merlot). The label created last year was vintage-looking and very layered. In contrast, I wanted to create a clean label with the emphasis being placed on the words "Happy Holidays" themselves. The finished product is below:



A close-up of the artwork itself can be seen here.

ECO & BUDGET-FRIENDLY CLIENT HOLIDAY GIFTS

It's hard to believe it's that time of year again; it's time to start planing our holiday promotions and to start thinking about how we'll show our clients that we appreciate them.

This year, why not make your client promotions work for you? In other words, how about not just sending a store-bought box of chocolates and calling it good... What about sending that box of chocolates with your logo printed on the box cover and with a handwritten note on your company's stationery?

Below is a list of holiday promo ideas I've come up with that are sure to show your clients that you care, plus, they're all eco-friendly and they won't break your bank!


Bottle of Wine:
This is what I give my clients each year. Through PersonalWine.com, I can create my own custom-designed wine label. This reminds my clients of my abilities as a graphic designer while adding a personal touch. More importantly though, the bottle is 100% recyclable, as I indicate on my wine labels.

Host a Holiday Open House:
What's better than getting the chance to wish your customers happy holidays in person? It's very personal, plus, it shows effort. Set up your office space for a few appetizers and drinks and unlock your doors. This allows you to keep your costs low while inviting your clients in out of the cold. The only waste is those paper plates and cups that are left to be recycled.

Make Your Own Fruit Baskets:
Add a personal touch to your fruit baskets! Purchase used decorative baskets at garage sales or on Ebay then go to your local market for some organic, local produce. Fill the baskets and add a personalized note. You're supporting your local agriculture, reusing someone's unwanted baskets and giving a gift that's more personal.

Coffee and a Chat:
This could take a while depending on how large your client list is, but what if you called up each customer and offered to buy them a cup of coffee? With no agenda in mind, you could sit down with your client and truly get to know them. Everyone knows time is valuable, so the gesture will be highly appreciated, along with the free drink. Remember to recycle your cups, and at roughly $3.50 per drink, this one's a bargain!

Coordinate a Discount:
Join forces with another business in your area that could be beneficial to your client base. Instead of spending the money on actual gifts, work out some sort of cross-promotion. For example, a copywriter may be a useful service to my clients. If I were to work out a deal with said writer for a free consultation for each client (and their clients for me, likewise), they would actually be receiving something their business might truly benefit from. Plus, other than paying to print a voucher on recycled paper, you have a cost-free gift that could result in several new clients for each business.

When wallets get a little tight, and when trying to keep an environmentally friendly approach in mind, all it means is that we need to be a little more creative. Furthermore, I think it truly is the thought that counts.

Client Work vs. Self-Promotion

13thirtyone is still alive and well. Sorry I haven't written in a week or so. Things are so busy! Lots of new projects and clients are keeping me busy (keep checking my website for an updated client list and new portfolio work) and I'm loving every second of it.

Client work though certainly has been my priority, thus, my self-promotional activities are falling a bit to the wayside. That old saying, "the best time to promote yourself is when you're already busy" keeps rolling around in my head. How am I to juggle this?

I've decided that the best way for me to go about this is to schedule it. Once or twice a week I will have to set aside the time for blogging, or online networking, or creating my monthly email campaign. I'll give it as much priority as I would a client meeting. It's simply a part of running a business that can't be ignored. I haven't quite decided how much time to set aside yet, but I'll figure something out.

Another thing I've been thinking about is also setting aside time each week for "client appreciation." This doesn't mean going shopping and finding cute thank you gifts, but taking a little time out each week to go the extra mile. For example, being sure to write a thank you note to EVERY client after I finish a project. Being sure to write thank you notes (and not thank you emails) to the prospective clients I've recently talked to or met with. Perhaps I come across an article online or in a newspaper that pertains to one of my clients; this is the time to pass that along to show that I've been thinking about them and their project or business. What does this accomplish? I think it shows not only good manners, but it's something I can try to do to separate myself from my competition. I can show my clients a little extra attention, making it clear that I really do care if they work with me and that they are happy.

Are there any self-promotional routines that you are sure to make time for every week? I'm just curious to know if scheduling time into our busy work weeks is how others are handling their marketing and self-promotional efforts.

Website for Mark Kleive Completed!

I'm very excited to announce the completion of a project I've been working on since the end of last December. Mark A Kleive, a dentist in Maplewood, Minnesota, wanted a Flash website that would convey the personal attention and friendliness of his practice. Using photos of real patients, testimonials, and loads of before and after shots, Mark's website is very informative and is sure to calm even the most dental-phobic person of their fears.

Gabe Morton-Cook, a friend of mine and an extremely talented programmer, collaborated with me on this project. While I do know Flash, he builds sites like no other. Their load times are incredibly efficient and the sites, overall, are extremely professional. You can check out Gabe's site here: www.morton-cook.com.

Some screen shots of the completed site are below. Otherwise, view the real deal at MarkDDS.com.

Networking Doesn't Have to be All That Bad

I went to the 11th Annual PWN Spring Conference yesterday. By the way, the totes I handed out as my promotional piece (see previous post) were very well received. Very exciting...

The theme of the conference was "The Chemistry of Networking" given by guest speaker, SagePRESENCE. I learned a few tricks that I thought I'd share, as they truly make networking seem less horrific.

Networking is imperative to almost all business owners; it's the only way we can continue to build a client base on a personal level. It's also a less expensive form of marketing/advertising and it allows prospective customers to put a face with your business name (which alone is huge). Truth be told, many people hate the idea though. Approaching people that we don't know and being forced to sell ourselves can give us a squeamish feeling, and what's worse, can give others a squeamish feeling about ourselves. So how is it that networking can be more enjoyable while beneficial?

SagePRESENCE taught the group yesterday that many people view networking as "me vs. them" situations, where one feels like the room is filled with prospective clients and it's up to the individual to make as many contacts in the shortest amount of time possible. In reality, SagePRESENCE explained that all it's about is having an authentic conversation. Shift the focus from yourself and stop thinking in your head about whether or not you're blushing, if you're sweating, if you sound ridiculous, etc. Focus on the other person and what they're actually saying. Do this by asking questions and by genuinely trying to learn about the individual. Then be the person to fill a need. If the product/service you have to offer doesn't fulfill what the individual is looking for, think of your network and be the person to recommend someone who can. This not only helps two people out, but it makes you a more memorable contact, which really works in your favor.

For example, if someone approaches you and you start chatting, simply ask, "What is it you're looking for today?" Continue to ask questions until you have a true need you can try to fulfill for this person. Then, when the conversation turns to you, say something along the lines of (for example), "I'm in graphic and website design. I help companies to establish their identities and to work that into a complete branding package. Do you currently have a website/graphic designer?" If they say yes, that's fine. But the opportunity isn't over. Continue with, "That's great! Well, do you know anyone who may be in need of some help?" Now, suddenly, you're no longer just talking to that individual, but to everyone that they know - to their entire network, SagePRESENCE explained. The person will surely not feel bombarded with selling tactics and is likely to remember such an authentic and genuine approach.

This is what networking is supposed to be about. It's about having real conversations with people and not just phony sales pitches. SagePRESENCE suggests that by practicing asking questions and really appreciating the answers with your friends, co-workers and family members, these steps will come naturally. And your networking opportunities will be better for it.


SagePRESENCE is a consortium of filmmakers who specialize in this process. Since 2001, individuals and organizations have approached SagePRESENCE to increase their professional influence. Our programs teach them to speak in the way their audiences think, and to leverage their presence to inspire their audiences toward decisive action.

Logo Design Creation: Step-by-Step Process

I was recently asked to guest-author an article for AllGraphicDesign.com's blog. They had found my site on the Internet and wanted me to write an article about my logo creation process. Of course, I was thrilled to even be asked to write something! The article, to appear later this month or in early May, is as follows:



Logo Design Creation: Step-by-Step Process

There are times when creating a logo can seem overwhelming. But in an industry where efficiency is key, I’ve learned a few tricks that help me to create logos that are effective, meet my clients’ objectives, and are portfolio pieces that I feel proud of. What better way to walk you through my process than by using a client case study? Meet kick, a shoe boutique from La Crosse, Wisconsin.






Step 1: Getting to Know Your Client
When I first started working on kick’s logo development, the first thing I did was research. Because the logo is one of the single most important visual elements for a business, it is imperative that plenty of discussion is done. I always ask the same four questions:
1. What are the values of your business/company?
2. Can I see any current/previous marketing materials you have?
3. Who is your target audience?
4. Do you have any bits of inspiration for me to work from? In other words, paint swatches of colors you like or are currently using? Photos of your business or products? How about patterns/images that really identify with your business?

kick responded as follows: “We are a chic women’s boutique with a throw-back glam décor. We are located in a progressive and growing downtown area… We aim for the distinguished in tasted and in style. A woman who wants a stylish shoe that won’t hinder her daily activities; whether it be work or leisure… We have bright pink paint on our walls and we also like gold and black.”

At this time, kick also provided me with several pieces of artwork that really spoke to them and identified with their business. So now I had all the info I needed… What next?


Step 2: Generate Imagery
One of the biggest mistakes a designer can make, I’ve found, is to go straight to the computer and start plugging away at logo designs. Sure you may be feeling inspired after a chat with your client, but without really thinking, you’ll just be wasting time. Whether you’re stumped or you already have a few ideas floating around, this step has helped me out time and time again.

Sit down, grab some paper and a pen, and make a list. Title it anything you like, but the list should contain words that pertain to your client. For example, in kick’s case, I think of words like shoe, fashion, girl, woman, feminine, vintage, etc. You want to do this quickly and be sure to write down anything that pops into your head. By jotting down this list (whether they be nouns or adjectives), you’ll begin the process of generating visuals. These visuals can produce some pretty amazing logo designs. Take a look at my list for kick below.




Step 3: Logo Conception
Some designers prefer to sketch on paper. I may do this occasionally, if I have an idea that I have to put down right away. Most of the time, though, I go straight from creating my imagery list to my computer. I like to experiment with different fonts and colors on screen so I can quickly duplicate ideas and adjust them slightly if need be.

When beginning, I work my way down my imagery list. I may have an idea that utilizes just one word; I may have another idea that encapsulates a combination of them. Either way, having my list handy is a great reference and keeps the ideas flowing.

It is my policy when working on a client’s logo that I present them with three concepts. I try to create three entirely different looks while utilizing the three different types of logo formats: just type, image only, and a combination of both. Just because my client sees three logos though, doesn’t mean that’s all it takes. With kick’s logo conception, I literally created 35 different logo ideas.





Above is a random sampling of some of the logo ideas I created for kick. You’ll notice that several are type only, some combine both imagery and text, and one is imagery only. Now that I have my concepts, it’s time to decide which logos I will present to kick.


Step 4: Logo Presentation; Which Ones Do I Show Off?
In choosing the logo designs for kick to consider, I first have to decide which ones I truly feel are my best work. It is important that I present clients with pieces that I’d feel happy about showing in my portfolio. Work that is published is work that will be seen by prospective clients as well. Therefore, I must be sure each concept given to the client is of the utmost quality.

After weeding out the “weaker” options, I then refer to the information that kick initially provided me with. Do the logo concepts meet the client’s objectives? Do they communicate to the targeted audience? Are they legible and will they reproduce easily on a wide variety of materials? If not all of the questions are answered with a “yes,” then the logo gets tossed out.

The following are the final three logos that I presented to kick:



When formatting the logos for presentation, I am always sure to duplicate each and reduce them in a size. This shows the client how well the logo appears when minimized. This is also the time to provide any additional color options the logo may have (such as with the circular shoe logo).

Should the client have any tweaks or revisions that need to be made, I include two additional “rounds” of design work. However, in kick’s case, no additional changes were necessary. The client chose the following logo:




Details, Details
So what was my exact concept when creating the chosen logo? I chose a metropolitan, Sex In The City-esque font to convey the modern look kick was going for. Keeping the text black was important because not only did it create a more contemporary feel, it’s also a very sleek and fashionable color choice.

The shoe that serves as the dot over the “i” is one I illustrated myself. To incorporate a slightly Victorian or vintage appearance, I looked at several shoe designs from the 1920s and 1930s. I illustrated this shoe to represent those of the time period. I also added a bow on the shoe to play up the femininity of the design.

Finally, by adding a splash of pink as a circular shadow underneath the shoe, the “dot over the i” idea is reinforced. Furthermore, it puts a sort of spotlight on the shoe itself, emphasizing the store’s product.

If you’d like to see how I’ve carried over these design ideals into kick’s other marketing materials, some of their collateral is featured in the portfolio section of my website at www.13thirtyone.com. You can also visit kick’s website, designed by yours truly, at www.kickonmain.com.

Getting Permission for Email Marketing

So... yesterday I gave my little ten minute spiel at my PWN meeting. It went so-so. I flew through it in six minutes, strangely. As I practiced before, I kept going over ten. I got up there and kept thinking, "hurry, hurry!" I honestly was suffocating myself in front my peers - I was forgetting to breathe, then my voice started shaking and I think I looked really nervous. This all coming from a girl that spoke at her high school graduation in front of 5,000. Crap. I need more practice.

Okay, so what does this have to do with email marketing. Everything - I just needed to vent for a minute. While I was giving my presentation, shaky voice and all, I decided to pass out an email signup sheet. Not only did I print this right at the top of the sheet, but I also explained that my emails were sent out only once a month. Furthermore, their info was not going to be shared with any the party. Making these points are very important, I feel. People get way too many emails a day already - make sure they know you're not going to SPAM them all day, everyday.

Next, I explained what my emails were all about. They're not stating tid-bits of news such as "Angela just got a new client." No one cares. Instead, I provided the crowd with the idea that my emails are actually do-it-yourself tips on business and self-promotion. You actually gain insight from reading them (hopefully) and I'm out to share my knowledge with you.

Wanna know what happened? I got a full sign up list. In all honesty, this has never happened before. Usually I get one or two email addresses and a lot of "no way" faces. But I actually took the time to talk to people about this and they cared AND responded. Awesome.

Disarm Angry Clients

I found this link recently and have already found it to be so helpful. Take a peek at how to handle those angry client situations very carefully: click here.

Plug for kick

My clients/friends run the cutest shoe boutique I've ever set foot in. They run their kick in downtown La Crosse, WI and since they're pretty new, there's unfortunately only one store. However, kick is now selling their wonderful shoes online.

If you want to take a peek at shoes high in fashion and quality, take a peek at their site (designed by yours truly).

Condensed Proposal Format

One thing that I'm not afraid to complain about is writing client proposals. I absolutely loathe the task. I feel there's nothing that takes more energy than trying to capture all of my creative juices and transform them into an essay. Yuck.

I recently found a book called "Selling Graphic Design" by Don Sparkman. There just so happens to be a section purely dedicated to writing proposals. And the best part is, they're not long proposals either! I recommend picking up a copy of this little resource, but I'll supply you with his super simple, short and sweet outline in the mean-time.

1. Capabilities Statement: Don states, "This is your area within the proposal to show why your company is the best suited for this project. It can contain a history of the firm as well as past experience your company has had in managing similar projects."

2. Project Overview: "This part of the proposal contains several key elements that explain to the client what you perceive the scope of work to be, as well as what they will provide... Show some thinking on your part." Don recommends including a background paragraph about the project along with a work requirement section. This section is a "complete description of the project's specifications such as: size, number of pages, etc."

3. Technical Proposal: "The technical proposal is a description of the scope of work from your point of view as well as your insights as to how the project's production process can be improved. This is not a free design consultation. It is meant to show the client that the designer isn't going to approach your project with a cookie-cutter or standardized method."

4. Cost Proposal: As explained in the title, this is the area where a breakdown of costs would occur. While a number may be presented, it should be made clear this number is only an estimate, not to be taken as a price.

Other elements Don says you may want to include are a timeline, a client list, as well as your trade customs or contract.

Keeping It Real

Isn't weird how the saying, "When it rains, it pours" is so accurate? Client work seems to pick up or slow down at the same time, referrals roll in all at once or not at all, and compliments from caring clients come in bundles. Strange.

Yesterday was a good day - it was one of those few client appreciation days, meaning, I received many kudos and thanks all at random. Of course it makes me feel good, but I think more than anything else, I learned something.

One of the repeated phrases was along the lines of, "You're very honest and real. You don't try to be a salesman." At first I thought, "Uh oh. I need to start selling a little more." But then I realized, why would I change something that seems to be working? I've thought back to several experiences with said clients and I guess I can see where I was honest and open, while your typical salesman-type would be pushy and give you the old spiel.

For example, if a client asks me to post a video on their website, I'm honest. "I don't know how and I've never done it before. That said, I have a lot of resources at my disposal. I can talk with my network of web developers that I sometimes farm out work to, or there are loads of articles, blogs and references online. I'm sure I can get it done. There will be a learning curve, but of course that won't be on your dime."

Another instance is selling. A client once asked me, "Should I do search engine submission? Do you think this really helps and is this something I can pay you to do?" Dollars for 13thirtyone are always a good thing, but I can't lead my clients astray. In my opinion, you can only do so much to attract traffic and gain exposure for your website. There's a line where you're just wasting dollars that can be spent elsewhere. I happen to believe SEO (Search Engine Optimization) is a great thing. But SES (Search Engine Submission) is a bit over the top for me, personally.

A final example is the art of snatching clients. While I would love to bring a new client on board with me and to help them out, I can't persuade them if they're not interested. I can explain my process, my services and what I'm all about as a designer. I can show them my work and the solutions I've created for clients in the past. But if that's not enough, it's okay. I don't beg clients to join me.

All of these scenarios have brought a lot of positive feedback. I'm not trying to toot my own horn in this post. I'm simply trying to share what seems to be working as far as client relations go for myself. Maybe it'll help you out too.

Email Manners

We're all busy and we all suffer from making spelling and grammar mistakes from time to time. But recently, I've found that poorly written emails can slow projects way down, cause for major editing, and what's worse, possible printing errors. I hope I don't sound like a major crab here. In fact, most of the time I find myself giggling at the new words that have been introduced to the English language as a result of poor spelling. But when the same client is writing me over and over with words so jumbled they don't form a full sentence, I think we might have a slight problem.

I won't go as far to say that they should introduce college courses regarding email etiquette. However, I do think that the same manners a business person uses to conduct a conversation or formulate a nicely written letter on their corporate stationery, should carry over into the digital world. So here are my tips for a smoother email conversation so that both parties can walk away on the same page without wasting much time.

1. Run a spellcheck. That little button only adds about 60 seconds longer to the time you put into your email. It can make a world of a difference.

2. Read it over. So this may be more difficult and time consuming the longer the emails get. But really, this is the least we can do to help the receiver of the message know what we're talking about. If you read it over (and aloud, which helps a lot) and it's not flowing, fix it.

3. Be professional. It's true that we're more friendly with some clients than others. We develop special relationships with some of our colleagues that allow us to relax a little and not be so on edge. Even if this is the case, save the YouTube video clips and chain mail forwards for a separate email. Anything regarding business should stay business.

4. Watch your tone. One of the worst things about email conversations is the issue of tone. You may think you sound friendly and easygoing. On the other end, the reader could interpret you as being stern and angry. Be sure to state your emotions clearly. If you're disappointed, angry, upset, spell it out. There's a lot of room for interpretation in emails. If you begin the pattern of truly voicing yourself to your client, they'll understand when you're happy and when you're not, as it's clearly stated.

5. Confrontations. Some discrepancies can be handled quickly and easily over email. But if there's a real issue at hand, it's best to pick up the phone. Email takes longer to solve a problem. Waiting for the person to read and then respond can take days. Furthermore, if you and your client respect each other enough, no one should be hiding behind their email program.

6. Be yourself. Don't try to use words to sound smart when you're not sure what they really mean. That can just get you into trouble. Make sure you always explain your points clearly and thoroughly. And also, don't be afraid to use a little color in your email. Using blue, pink or a different font type creates a memorable impression.

Referral Program

Want to see my latest gimmick? Here it is:
"'Tis the season for giving. You give 13thirtyone a referral, 13thirtyone will give you $150.00 off!"

Having a "sale" on graphic design is kind of weird. But I've heard it's a big deal and a good way to bring a few referrals in the door. Of course, it can't pay just because. The catch is, the client's referral has to actually call and sign a contract. They have to become a working client. We'll see...

Times Are Slow? Give Back.

We all run into it. The phone stops ringing, incoming emails are only from those pesky retail stores having a sale, and the communication with clients is slim to none. There's no work coming in, which sadly, means fewer pay checks.

I often find it humorous that as designers and business owners, our knee-jerk reaction is to spend some cash on advertising when things are less than steady. But when you think about it, why would we drop at least a couple hundred dollars on a print ad when we know that times are tight? I have a tried-and-true solution (well, for me anyways) that not only brings in business, but makes me feel good.

When there's little to do, I hunt for a pro-bono client. Whether it be a non-profit that I support or a small start-up business, I try to find someone who is need of design services. This allows me to give back to my community while giving me exposure, creative control, and a new portfolio piece. Furthermore, I'd much rather spend my slow time designing instead of checking out the afternoon's latest headlines on CNN.com.

In finding this candidate, I do a little research. Where is there a client located that could give my work a lot of visibility? Is there a non-profit organization that I feel truly honored to help and would love to support their cause? Is a friend trying to start up a business, but just doesn't have the funds to promote themselves? These are all good finalists. I can't stress enough how important it is to feel good about the work you're going to donate - it's the one thing you'll be receiving for your time.

While this idea may not have the phone jingling off the hook within a few weeks, it may have a lasting effect. For as long as your client's business or non-profit is up and running, your work will be on display. Treat the client right, and you should see some referrals as well.

Client Gifts - Ideas?

While many think an appropriate gift for your client is a good old box of chocolates or a gift certificate to your local Applebee's, think again! Chocolates are coming in by the dozen and why tell your client to spend their dollars at another business? The secret to holiday giving is to promote yourself and your company while showing the client you really care.

In my recent blog readings, I've come across many holiday card and gift giving ideas. Being that we're so close to the holidays, I thought I'd share a little of my knowledge with you.

Open House
One of the easiest things to do for your clients over the holidays is to have an open house. Work up some one-of-a-kind invitations and invite your guests to stop by your nicely decorated office for some nog and some laughs. Include a few gingerbread men and you've just given your client a good experience and possibly some new business ideas, if the networking opportunities are there. Plus, it's bank-account friendly.

Wine
Nothing says happy holidays like a bottle of wine or liquor. However, this one can be a little tricky. I would shy away from this option unless you and your client have a more familiar relationship. Make it easy on yourself and avoid asking, "Red or White? Brandy or Rum?" Instead, I'd stick with a bottle of Champagne if you're unsure, after all, New Year's is just around the corner. With this gift, your client is sure to think of you as a classy colleague.

Gift Certificates
If you're lucky enough to have connections for some cool sports tickets or a great concert, feel free to pass these along. However, this can be a great networking opportunity. Gift certificates for your service (i.e. a free logo evaluation, a free month's of website maintenance, or whatever comes to mind) are a great way to give your client something they can really use. Furthermore, it can up your sales. If the client doesn't have a need for it, chances are they'll pass it along to someone who does. Referrals, referrals!

Custom Made Gifts
One trend a lot of creatives have been shelling out at Christmas is their very own, custom made wrapping paper. Gift wrap is a great creative outlet and everyone can benefit from it. Furthermore, it's an opportunity to show off your skills and have it passed from person to person! What's better than having your client wrap a gift for their boyfriend's-sister's-friend's-uncle and then, what do you know, you've got your work in front of them. A few more creative options are calenders, greeting card kits, stationery systems, notepads, etc. Put on those creative caps!

Music
Ahhh, the gift of music. Such a good one. What's a cooler gift than you customizing your very own mix CD - and it doesn't have to be cheap either. Compile a disc of holiday music, jazz, whatever, and add a cool CD cover. Customize it to reflect your service or creativity and slap your contact info on there. BAM! You've got a holiday disc that's so good, they'll pull it out for a listen every year. Furthermore, you've got a business card in the form of a cool CD right in front of them.

Green Option
I am crazy about the eco-friendly gifts. Love them! The coolest thing I think I've seen this year is grow-a-note greeting cards. You send out the cards and the receiver can plant them. In the spring, they'll have a beautiful flower garden right before their eyes! You also get to look like the hero who's out to save the environment in a cool and trendy fashion. For some other awesome gift ideas, check out greengiftguide.com.

The Proposal

One of the most overrated pieces of design work, I feel, is the coveted proposal. Sure it's helpful for clients in selecting a designer and their proposed design solution. But how much sense does it make, really?

I have found that the proposal walks a fine line between suggestions and spec work. Let's be frank, a client puts out an RFP because they want to see what a designer envisions for them. Great. But being the visual creatures that designers are, how do we tend to best communicate our visions? Through example graphics, diagrams, sketches, etc. So what's the difference between providing a client with a proposal filled with mini-graphic samples and mock-ups and providing a full-size mock-up piece in itself? Aren't they both versions of spec work in one way or another?

There have been a few clients recently who have come my way and asked for a proposal. While I'm happy to compile my thoughts and professional suggestions for them, I try my best to avoid using designs in the document. Furthermore, it only creates the possibility of plagiarism. There are the few bad apples that would think, "I have your ideas, and how it's supposed to look exactly! What do I need you for now?" Sounds paranoid, I know, but I have to watch out for my business. This can make things tricky.

When I do have to put a proposal together, I choose to include photos of the current client's materials, store, etc. I simply create an editorial out of them, compiling my thoughts on how to improve each scene in the corresponding photo. I don't provide sample design work - the work that I would actually execute had I been handed the job. The format goes something like this:
1. Intro (a brief summary of the problem)
2. Problem(s)
3. My Suggestions
4. Notes/Appendix

Many people suggest including a budget and/or a timeline in this document. But for me, I prefer to be a little more realistic. The client should have told me both of those things before I was requested to submit my proposal. And if they haven't, I know that my ideas better be pretty adaptable, or if insanely necessary, I ask. So that's that. The proposal in a nutshell. :)

Customize Those Christmas Cards

The holidays are rapidly approaching and now is the time that most businesses start passing around those cards for signing. But before you purchase just another card from those online bulk vendors, or pick up a 100-pack at your nearest Sam's Club, try creating something a little unique first. If you intend to make an impression with your holiday greetings, be sure to do it right. The following article by Fred Showker couldn't say it any better.

Successful Holiday Postcards
By Fred Showker

It doesn't take a lot of time, money or effort to create, print and mail a postcard. But when done right, a postcard can be enormously effective. So, it's the perfect vehicle to use in place of a holiday greeting card for your business. Around the holiday season, everyone is busy, and many times your postcard will be seen and enjoyed before the envelopes with traditional cards get opened... if they get opened at all. While you could apply these rules to any postcard promo, we'll assume this will apply to commercial greetings rather than personal.

1. Make your list, and check it twice
Select those people from your client list who bought from you most recently, most often, and who spent the most money. In trade lingo, this is called RFM: Recency, Frequency and Monetary Value. Don't overlook those who may have been out of touch for a while. Everyone likes a greeting.

2. Make it bright
When you look at a well-designed card, there is usually one dominant feature to catch your eye. It could be the headline or the picture, but not both. Something has to dominate. And while it might be tempting to throw in a little starburst that says "look", be careful how you use it. When you emphasize everything, you emphasize nothing. Your image should have a holiday image, but that's not imperative. Just make it fun and eye-catching.

3. Invite them in
You should want to give the recipient a reason to think about you and possibly visit you. That means some incentive. Discounts and sales are among the most common offers because they steer business your way that might otherwise go to competitors. But anyone can have a sale. Make it a private sale only for people on your mailing list and you gain loyalty and sales. If your business thrives on repeat customers, a well-timed reminder is as much customer service as it is a traffic builder. If you want to stay away from commercialism, just decide on a day, and have an open house. Time it for a couple of hours spanning across the end of the business day and invite folks to drop by after work. Have a bowl of holiday punch, and an assortment of cookies, candies, fruits cheeses and breads. It doesn't have to be lavish -- it's the offer that counts.

4. Highlight the Season and the Event
To professional mailers this is the oldest trick in the book: a discount, free gift, rebate, or your holiday open house. So powerful is a good offer that very often it appears in the headline of the letter. Make sure the the date, time and address is included. Time and again, its been proven that more people respond to an offer when there is a specific time involved.

5. Give'em a Push, and a Way Out
You got the readers attention and guided them through enough information. You aroused their interest and desire. Now you have to let your readers know the important details. Make it easy on the eye, but hard to ignore. Tell people what you want them to do. If they can't make it, be sure to offer a counter-invitation. "If you can't make it, feel free to call or stop by any time, we'd love to see you. Make sure your contact information is clear.

6. Follow the Trail, Follow Up
A postcard can also be a method of response. It can take the form of a coupon, a gift certificate, or a ticket to an event. Ask people to present the coupon to take advantage of an offer or "special gift". Counting coupons helps you measure the effectiveness of your promotions. That way you can better understand what worked, and who came. Don't forget their address will be on the card, making it easy to follow up after the holidays with a "thanks for coming" reply. A nice way to extend the promotion over into January.

7. Give Guests and Printers Time
The old saying, speed-quality-price, pick any two, is equally true in the printing business. If you re working with a printing company, give the finished piece to your printer well before you plan to mail it. This will give the printer time to do the job right and may save you money on rush charges. You want the post card to be in the recipients hands at least two weeks from your event. So start with that target date and work backwards with your printer for a press date.

8. Change the size and shape to stand out
If you've always sent the same 4" x 6" postcard and its always gotten respectable results -- why not try something different? Test a 6" x 9," and see if it catches people off guard and sticks out from the bunch. You can also try custom shapes. A real estate agent might try a postcard in the shape of a house. A moving company could try a postcard in the shape of a truck. The USPS is now allowing this new form of postcard marketing.

9. Make it Picture Perfect
Proof and Proofread before printing -- when everything is together and are ready to print, proofread it again. Then ask someone else to go over it. Don't forget to proofread those things you see all the time, like your name, address and phone number. After all, you don't want to go to the expense of printing something that you cant use because of a mistake.

10. Make it Memorable
Scour your stock photography archives, or other clip services you may subscribe to. It may even be worth purchasing a stock photo CD to find just the right picture to go with your message. If you've got the knack, make a digital photo of something your target audience will be familiar with. Or, photograph you and your staff, then modify the image in Photoshop... put your staff's faces on 8 tiny reign deer; put your face on the Grinch; put everyone's faces on a row of snow men! There are lots of great ideas that will be wonderful attention getters, and perhaps even a card the customer will want to keep. Above all, make it fun, inviting, and cordial. Your client will think kindly of it, and you'll have the opportunity to make that all-important client contact once again.

Business Card Etiquette

I truly believe that there are etiquette rules to be followed when one passes out their business card. After all, the point of this exchange is to provoke action on the prospect's part. If I had out my card in an obnoxious manner, who's going to call me?

Unfortunately, I think today I was borderline obnoxious. Who knows if this will generate any business for me. But, I thought to myself, I'll regret it more if I don't speak up about what I do than if I say something. So, here's the story. I was at this cute little gift shop in downtown Hudson. It's very kitschy and retro and they're such a unique store. I love it. I was grabbing a few early Christmas gifts and saw their logo on the window and thought, "That's not bad. I wonder who does their design work."

Of course, the wheels won't stop turning. I'm then thinking, do they have good looking business cards? Who's doing their website? Do they even have a website? I grab my final items and go to the register to pay. The woman at the till seemed to have a little more authority than your average worker. So I asked, "Do you guys have a website? You know, so that people out of town can order your items online?" She says, "No, but it's a great idea. It's something we've wanted to do for a while but just haven't gotten around to. I have a friend who does websites though. Maybe after the holiday rush slows down."

I wasn't sure how to proceed. She said she has a friend who can build one. But what if her friend won't want to? Hmmm... My mind is reeling as I pay for my items, not knowing whether to throw her my card or not. Finally, I thought, go for it. "You know what?" I said. "I'm just going to give this to you. You can toss it if you're not interested, but I actually do websites. Give me a call if you want to move forward. Again, feel free to throw it out if you're not into it though." I said it. She looked at me and goes, "Hey, thanks!" Hmmm...

I'm usually a pretty good analyst when it comes to reading these types of reactions, but not this time. Bummer. I paid for my items, she was nice, and of course, I continued to try to stay light hearted. After something like that it's hard to keep the conversation at a light tone. I just solicited, didn't I?

So, that's about as obnoxious as I get... I think. If you want to make a good impression, the tone you create while handing out your card is so important. I think the way you give it to someone, not just them having it in the first place, is what could make or break the deal. We'll see what happens.

Christmas Cards

Every year I try to make my own Christmas cards, both for 13thirtyone and for my personal use. In working to create something unique and special each year, the ideas don't seem to flow as easily as they use to. Obviously, a good Christmas card will have a sense of creativity and shows that I've put time into creating each individual card.

In recent posts, I've talked about promoting your business with something different, like a bottle of wine, etc. However, what about the cards that need to be sent to my printers, smaller clients and photographers? Surely, I can't supply a bottle of wine to everyone. So what's a special way to wish holiday cheer, in a card, without breaking the bank? What have other people done for a special looking greeting card?

Just Listen

One of the hardest parts of being a business owner is learning how to communicate effectively. This doesn't just means being able to ask clients questions regarding their design and printing. It means also listening when something is wrong.

Recently, a client of mine had some worries regarding the outcome of a project. While I had a solution I could offer right away, I chose to listen to my client and to let them vent first. Why?

Clients want to make sure they're being heard. I have found that if I can actively listen to a client's problem, then they feel that I've taken the time from my day to help them out. Do some clients call just to complain? Well, it not so many words. But yes, there are clients that can't be helped. However, it's important to make each client feel like they're getting the opportunity to express their concerns to me. It makes me feel respected (if a client can talk to me openly and honestly) and in return, I hope my client feels the same way.

So how do these difficult conversations usually go? First, I'll ask the client what's wrong and to explain their concerns to me in great detail. On the off chance the client gets heated, I simply interject and ask if there's a better time we should discuss seeing as how the person is quite upset. Usually, this brings the conversation back to a normal tone, if it wasn't already.

After the client has thoroughly vented, I tell them that I've already thought of a solution. But first, I make it clear that I empathize with them. That if I were in their position, I'd probably see it the same way. This usually puts everyone on an even surface and the conversation now becomes about working together to solve a problem; not just client vs. designer.

Finally, after exploring solution options, it's time to be proactive. I don't like to get off the phone or leave a face to face conversation with a client if they're still unhappy. I find it's best to completely talk out any emotions there may be before moving on. In the end, I think everyone walks away feeling productive and knowing what the next step is. It's never a good idea to become combative with a client, as difficult as it may be at times. It's also never a wise choice to conduct correspondence of this type over email, as tones can easily be mistaken.

Clients are the life of a business. Make sure they're happy and that they feel you care. Finding the balance between working together to fix a problem and just listening to someone complain, however, is a trick that takes time to master.