The 55 secret Rules in Design and Advertising – Part 5: Business Relationships 3

  • do not rush through the presentation. Remember that this is the first time your client sees your work. Give him time to process what you came up with.
  • Spend more time on the significant design than on insignificant ones. Give your client the chance to familiarize with the design you want him to pick, but
  • do not dismiss the insignificant designs too quickly. Let him have time to study them, too. If you need an emergency break (maybe he favors one of them), you could point out similarities with competitors and lead his thoughts to the significant design (we took it to the next level in this design, it was a starting point for this one, this is a rather generic design)
  • The first time you should ask for your clients opinion is after showing him the best design. This is the one you want him to choose. do not let his mind wander by asking him to tell you what he thinks about the insignificant designs. Ask him about the significant one instead.
  • After he has seen them all, take the second best design and place it next to the best design. You then explain the benefit is of the latter, pointing out what makes it significant. Limit the evaluation and given choices by only comparing it to the second best design.

All going well, and with a little bit of practice, you should be able to steer your client into the direction of choice.

For more about selling your work to clients, we have a very interesting post coming up next week you should check out. For now, let’s move on with our next rule of Business Relationships:

4. do not be too shy to promote yourself

As a business person, you offer a certain service for a fee. If you are good at what you do, and you feel comfortable enough to show it (off), why not take the next step?

Advertise yourself! do not be afraid to practice self-promotion. If you’ve followed this post until now, you should know how to present your work to your client. it is not that big of a jump to present yourself to potential new clients.

As a designer, what counts is your work. You have to produce quality work in order to be recognized. And as a freelancer, it is in your hands to promote yourself.

There are a couple of classic ways to do so:

  • Create a portfolio
  • Create a website or blog
  • Get listed in local business directories and public institutions
  • Participate in contests and public tenders
  • Get connected with other designers and form a network
  • Apply for freelance work at advertising and design agencies in your area