Being a Starving Graphic Artist Sucks

Same Rubbish, Different Design - How Cutting Corners Can be Killing Your Approval Process

In working for a client a few weeks ago I submitted design for one of their online banner ads. I am happy to report that the review process went along quite smoothly, for the most part they liked what I'd come up with save the banner I used right in the middle of the design as a call out box. They thought the banner was okay but it was too large and perhaps distracting for the piece, so I axed the banner and used another design element in its place - voila!

A few weeks later they'd asked me to design a similar type project - the theme had changed a little bit, but I again found that I might be able to use the previous banner in this ad. I am thinking, "Heck, I spent a lot of time designing the darn thing, why not try it again on this project and see if it holds. It would save me loads of time if I could sell it to them this time."

The result was exactly the same - love the design...get rid of the banner, fortunately I'd provided 2 different designs (one with that banner and one going in another creative direction). In all honesty the banner really could have worked this second time around, but a part of me knew there'd be little chance the client would allow it. Why?

If Your Design Didn't Work the First Time, Don't Think It Will the Second
I've learned the hard way the truth is that there's a strong chance that if a client has rejected a design element/graphic/concept in the past, they'll reject it in a future project if you try to incorporate it again. And it doesn't really matter what concept, element or graphic it is, once a client's made a decision, it's difficult for them to change their mind and say, "Hey, I know this didn't work for the last project, but it works for this one."

Why are clients this way? Well, it may be their pride getting in the way, could be that they have negative feelings associated with the element/graphic, or they could see it as the designer being lazy and just trying to retread their old elements/graphics. It really doesn't matter what the reason is, the bottom line is that if you get  sense that your client didn't like a specific element/graphic in one of your old designs - retire it, trying to find new uses for it will only waste your time and irritate the client.

Bonus Insider's Tip - You might be thinking, "What the heck? So for example if a client doesn't like a cool-looking button I designed for her/his web page, I can never use it again?" The answer is yes and no: if that client specifically points out that she/he doesn't like that button, I wouldn't use it again on any of their future projects.

You can (and should) however save ALL of your design elements so you can perhaps try them on ANOTHER client in the future. I've saved hundreds of labor hours by saving rejected concepts and design elements from one client and applying them to another. Just because one client doesn't like something doesn't mean another one won't. Last note, if you've tried to work a concept or design element in a few times with no success, you may consider retiring it permanently and moving on to something else. 

A Freelancer and Client Back-and-Forth About Referrals

Hey guys, this entry is a quick back-and-forth between me and a client that just popped up to ask me to do a favor for her...this means provide her with some quick but free support. I thought you might get some value out of seeing how this can sometimes play out - in this case it didn't end with an overwhelming positive result.

My Initial Inquiry
"...In the meantime, with everyone you know and meet up there, does a small business owner or an expert specialist like yourself come to mind that needs to increase sales but isn’t quite sure how to do it?"

Client Response 
(Notice that she doesn't say who she's referred over - this response seems intentionally vague and not all that credible)

"I have given your name/number/business out at least a half dozen times in the last couple of years.  People love my card and brochure/flyer stuff.  Have you had any referrals from me at all?  I’d be disappointed if they didn’t contact you at least for a bid."

 My Response Back
(Me reaffirming that referrals would be appreciated, but no she hasn't sent any over)
"I appreciate you telling people about the work we’ve done together - freelancers live and die by referrals. No, I haven’t worked with anyone that’s pointed to you as a referral...if you do send someone over that I work with I will definitely make a point to thank you. Referrals are a big deal to me and I deeply appreciate them, but I am always surprised at how little gratitude some people show when they are given a referral."

Last Client Response (See note after her response)
"Yes…I know about the whole referral thing with people.  This is a tough world right now…..but we will all come out of it smarter and thriftier in one way or another and we are all realizing the power of “TEAM”!"

This broad, "genericized" reply back to me was meant to indicate this woman either has no referrals to provide, doesn't have the time, isn't interested in helping me or just doesn't want to...perhaps all at once. While staying positive she tries to change the focus of the conversation (and end it) since she knows she hasn't sent any referrals over and I kind of pointed out that she hasn't (even though she and everyone else "love" my work). The implied message of this email is, "Thanks for doing me the favor...see ya."

 It's important to note that not everyone's going to provide referrals, but it is important to ask for them. This woman does know a lot of people, probably does like my work but she's too wrapped up in her own world to be able to...or want to help others.

Another Perk to Freelancing - Saying Goodbye to "Mister" and "Ma'am"

Darrell picked up the "Being a Starving Artist Sucks" book a few months back, since I was a little slow getting the download to him so I hooked him up with a complimentary bonuses to make up for his inconvenience. He emailed back, "Mr. Tuber, I really appreciate your prompt response to my circumstance.  I'm looking forward to reading your book and I also would like to thank you for your generosity."

I sent him a quick, friendly email back, in it I suggested to him that "Mr. Tuber" is my Dad; I am just "Jeremy" :)

If you're just starting out as a freelancer (especially if you're younger), you might be a little confused whether or not you call clients, colleagues and random people you encounter in the business world by their first name or Mrs./Mr.

 I've got good news for you - if you are running your own freelancing company you can almost certainly drop the Mrs./Mr. from your vernacular. I certainly did.

This isn't to say that you might someday run into an old codger or hag* that insist you use there proper title, but for the most part if you run your own business (and you're professional) you'll be treated like an equal in business circles and will comfortably be able to drop sir names.

* Check out Barbara Boxer's "Call me Senator..." comment 2009 - what a joke. If I (Jeremy) may say so, "Ma'am, get over yourself - jeez."

Freelancer Graphic Designers: What Project Questions to Ask Your Clients

Frustrated that clients don’t give you the information you need to start a project? Wish you had some sort of cheat sheet of questions you should ask?

Here’s a partial sample of a document you’d find in my Work Smarter Not Harder Contracts and More Package. The key in getting the information you want/need before a project starts is to have and use a cheat sheet like this while you're interviewing the client. You may even want to send them a sheet like this to think about before they meet with you (so they have a chance to think about some of their answers). 

Objectives for Your Project:

• What are you hoping your project will accomplish? What is the main goal of your project?
• Who is the audience for your project? Who will be reading or looking at your project? What can you tell me about them?
• What must your audience feel and know after reading your project?
• What do you want your audience to do after they've read/looked at your project? Is there a "call to action" or additional step you would like them to take, (e.g. visit a web site, fill out a form, contact someone specific, etc)?

Production and Process:

• What are the dimensions (width and height) of your project?
• What is the deadline for your project?
• Is your project being printed, going on the Internet or both?
• If your project is being printed, are we printing it on our office printers or outsourcing it to professional printer? Is your project going to be faxed?
• Are there other staff members, councils, etc. that will be evaluating and approving the design of this project?
• Is there a budget for your project?

Creative Direction - Design:

• What ideas do you have about how your project should look, or are you open to suggestions and ideas?
• Do you have some examples (maybe something out of a magazine, trade journal or web site) that could serve as initial ideas of what we'll be looking to create? Please email me or share with me anything you have; it will all be helpful.
• What are 3 adjectives (colorful, basic, informative, exciting, etc.) you would want your audience to use to describe your project?
• On a scale from 1-10; 1 being fun and whimsical and 10 being conservative, where on the continuum would you like your project to be?
• Are there any objects, graphics or images that you'd really like to be included in your project?

Creative Direction - Writing:

• Do you already have content for this project? If you have, will you send the document over in MS Word?
• If you haven't written the content, are you planning on providing it later or would you like me to write it? If I am writing the content, what points must be included?

Killer Freelance Graphic Design Advice: Do Good People Always Make Good Clients?

"I like you Julie, but you're fired."

Okay I didn't say those exact words but essential that's the way things went down. Julie was a client of mine a year or so ago: sharp, good personality and enjoyable to talk to. I really do like Julie, so naturally you'd think she'd be a good client - she wasn't.

Do good people always make good clients?
In a word, "No."

Going back a couple of years now, I created Julie's entire brand image and collateral materials, the works: brand, business cards, letterhead, direct mail pieces and her web site. I even found myself giving Julie LOADS of free marketing consultative advice when she'd call on the phone (avg. phone call was about 45 minutes). At the time I didn't mind hooking Julie up with some free advice, she was enjoyable to talk to, she seemed appreciative and she was giving me some business.

Fast-forward a year later and Julie continued to call me periodically to ask for free marketing advice but her projects all but stopped (I stopped getting paid). Nevertheless, I enjoyed hearing from her so I'd catch up with her, provide her with a few ideas and she'd disappear for another few weeks.

What eventually got Julie into trouble with me is that she first asked for my Photoshop files so she could do the design (while having me "coach" her on things). She wrote, "I need to order more business cards, I was wondering if you could share the template you used for our cards." This basically was an underhanded way for Julie to not have to pay me for work.

A few weeks later, and on a separate small project she'd asked me to do, Julie complained that I billed her too much in changing the PMS colors on their logo - I billed them for 1.5 hrs. for the 5-6 rounds we went back and forth, and back and forth some more. Instead of talking to me about it as mature professionals she used her husband as the scapegoat and said, "Ummm, my husband was wondering if the invoice is for the logo work AND the web design fixes or just logo work - he was confused."

Confused? Come on Julie, I know you - you're smarter than that (especially when we hadn't even discussed web fixes).

In saving her best "stunt" for last, Julie not only goes over the line, she jumps about 10' beyond it...

Julie hired another artist to design the branding on her truck (sort of like a vehicle wrap). Even though she RAVED about me for years...about how much money and customers I helped bring in, and how I turned their business around Julie still hired a cheap designer. Her excuse was, "Oh, I wasn't sure you did that type of work". You would have thought during one of the many hour long free phone consultations that she might have had a moment to ask me.

What a joke.

Yeah I know, this stuff happens everyday, it might even have happened to you, but you haven't heard the worst of it - not only did Julie hire someone else, she had the gall to email me and ask me to provide creative direction for the project...for free. Can you believe it?

I sent an honest but rather terse email back, even though she was excited about what the designer created, it was horrible and I let her know it.

She thanked me, apparently forwarded on my comments to the designer and 4 days later emailed me another proof to check out. Yes, you read that right, she emailed me AGAIN and asked me to provide more instructions to her hapless designer.

Well, I lowered the boom on her. I told her that I don't provide marketing consultative advice for free; furthermore I didn't believe it was fair to me or the other designer that she had me providing creative direction like someone yelling at football players from the peanut gallery. It still boggles me that she tried to pull a stunt like this...it would be like me hiring a cheap accountant and asking my trusted accountant to verify they've done a good job (for free). Unbelievable.

Feeling badly that I called her out she sent over a hurried email stating that she was planning on hiring me, she just needed a proposal from me. What a crock of beans; how dumb does Julie think I am?

I informed her that I wouldn’t be interested in working with her anymore. I fired her (which still probably ticks her off to this day). Ironically, I still like Julie, she's a pretty savvy businessperson, she's energetic and she's always fun to chat with, but that doesn't mean she's a good client.

You probably have met or worked with people like Julie as well. Nice people that ultimately don't make good clients. Avoid getting confused between the two things: good people don't always turn out to be good clients.