Tag Archives: client communication

Send Your Clients to School

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kindergarten classroom image

Image compliments oftowodo

I recently read a memoir (Come on Shore and We Will Kill and Eat You All, by Christina Thompson).

In the book, one of the author’s professors complained that she’d failed to say anything new about “the intertextual process of establishment of authority via discourses of experience or empirical observation.”

She was also guilty of “presenting empiricism ‘as a form of simplicity,’ rather than as “a metaphysically complex mode of representation.”

Apparently, this means that she’d taken the words of the writers she was studying at face value, rather than critically. It makes my head hurt.

Take Microsoft’s web site (please)

It says, “Introducing WIndows 7.  Your PC, Simplified.”

Is it?  I can barely read the text on the windows home page because it’s got white type on a background that shades from dark green (OK) on the left to yellowish-green on the right.  The type on the right is illegible.

Then, there’s a box that says compare versions (there are three). Click on that and  you get to a box that lets you compare Windows 7 to XP and 2000.  Not what I thought I was getting.  I expected to see the different versions of Windows 7.  In order to see that information, I had to click still another tab.

It’s highly technical, it’s hard to read, and it’s confusing.

Apple’s site is different

Apple’s web site says, “…Snow Leopard makes your Mac faster, more reliable, and easier to use.”

There are large images, and lots of white space.

It’s easy to read and it’s easy to find what you want.

Yes, the technical stuff is there, but it’s presented in a way that’s easy to understand, even if you’re not a geek.

Educating your clients

Now, take a look at your own marketing materials and your emails to your clients. Are they full of technical terms like CSS, standards-compliant, and HTML 5.0?

If you’re dealing with highly technical people, that may be OK.  However, if you’re talking to Joe and Jane Businessperson you’re probably just confusing them.  They don’t know (or care) why HTML5 is better than Flash, nor do they know what responsive means.

Instead of dwelling on the technical stuff, tell the client that the wix site they want isn’t good for search engines and will make it harder on Google.

Or, point out that you’ll fix their site so it will work probably both on desktop and mobile (never mind why or how).

Skip the usability explanation and talk about how making her site easier to use will improve sales (confused or frustrated prospects will leave without buying anything).

If people can’t read the text, they won’t know what the client offers.  If they can’t find products, they will be unable to buy them.

That’s language any business person can understand.

Are You Using the B-Word With Your Clients?

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No, not that word – I mean budget. Do your prospects give you odd looks when you mention it?

Sure, you’re only trying to find out what the right solution is. There’s no point recommending the Lamborghini of graphic design to someone in the market for a Hyundai.  They’re both cars, and they’ll both give you transportation, but they have entirely different selling points, markets, and prices!

The trouble is, that many prospects don’t see it that way. Especially if they’re small companies, they’re not used to buying marketing or design services.

They have no frame of reference. So, they wonder if you’re asking in order to squeeze as much cash out of them as possible.

Some ways to get around the problem:

Educate your clients

They know what houses, cars, and toasters cost, but not web sites or logos. Instead of pointing out your professionalism, or years of experience, talk to them in everyday language. Explain what you’re doing and why.

Discuss the effect that changes will have on the amount of time and effort required to create a new web site. Be clear about what’s included in the estimate you give, and what will drive the price up. For instance, tell them that three design options and two rounds of revisions are included. After that, it’s extra.

Be clear about the goals of the project and what’s included

Write up a creative brief (spelling out the market, the positioning, the intended audience, and the messages) and a project scope document – the assumptions behind the price, what the client will get, what you will do, a timeline, changes that could affect the price, etc.)

Create fixed cost products or services

For example, you might offer a PC network tune-up (check for viruses, update software, run diagnostic software, optimize the machines).

Or, maybe a new blogger package (get domain name, upload WordPress theme, add 5 essential plugins, guide to how-to post/edit, upload photos).

Spell out exactly what’s included, what the client gets, and how much it costs.

Use an “Olympic pricing” strategy

Michel Fortin recommends breaking your services down into three levels, with each one explained, so the client sees why the costs are different.

For instance, tweaking existing landing page copy would be bronze (lowest price).

Creating a completely new landing page, plus some general SEO suggestions, would be silver (higher price).

A new landing page, SEO ideas, plus the order page, opt-in, and thank you page is the gold level (highest price).

Got any experiences to share about asking for budgets? A lesson learned? Share them in the comments.

Image compliments of Randy son of Robert

10 Client Requests You Should Always Refuse

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If you’re starting out, or desperate, it can be tempting to take anything and everyone that comes along. But, there are some client requests that should be refused at all costs.

They’ll cause you more grief than they’re worth. Here are some of the top questions they ask. If you get any one of these requests from a prospective client (or a current one), say no!

1. Can you write/design some sample pages for me?

Asking for samples of previous work done for other clients is perfectly OK and legitimate. Potential clients need to check your writing style or design skills and see if it fits what they want. Work on spec tells them you don’t value your work. They won’t either.

2. Can you reduce your prices?

Sure, if you reduce the work involved. Send bargain hunters elsewhere. Instead of cutting your prices, focus on the value your customers get. Make the offer so good, turning you down would be crazy. Turn them into raving fans.

3. Will you register and host my site?

No! It’s not good for the designer, or the client. If you’re hosting it, they think you can control everything that happens. You’ll get calls at all hours. If you’re away or sell the business, the client is left hanging. From the other side, I’ve had clients whose developer disappeared, leaving them stuck when they wanted to update or move their own sites.

4. Can I pay for my project from my sales?

You can’t guarantee whatever it is will sell. Would an architect design your house on the chance you might pay them? No, they wouldn’t.

5. Do you want to join my new business? I have a great idea!

It may be a brilliant idea, or the guy may be full of ideas, but lack the know-how, the persistence or the drive to execute them. Tread very, very carefully.

6. Can I pay the entire balance after you finish?

No. Set milestone payments. 50% up front (or maybe 1/3 if it’s a big project), and the rest on completion. Final delivery after receiving the last payment.

7. Can you do this super-fast for the same price?

FedEx charges more than the post office. For regular delivery, charge regular prices. If you want to take rush jobs, charge a rush rate premium.

8. Can you create a brochure/web site everyone will like?

You don’t want to appeal to everybody. You want to appeal to “your people”, your ideal customers.

9. Can we do the design first, and then write the copy?

Not a good idea. The words have to fit the design, not the other way around. It’s a lot easier to edit copy that’s too long than it is to redo design elements.

10. Can you [create huge project] for free?

Free has gotten tricky. Giving away free, general information spreads the word about your services and your expertise.  For example, I’m happy to answer quick questions from readers, and have answered dozens of questions on LinkedIn and Marketing Professionals without being paid. If you have a question, email me here.

I also write a blog and helped out writing and editing on Triiibes projects.

And, you may want to help out a charity or a good cause without payment (do ask for a testimonial though).

However, you do have to draw limits. All free all the time (or most of the time) won’t feed you.

How to Turn Your Clients Into Raving Fans

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happy fans

Would you like your clients to be raving fans?

The germ of this idea started a few weeks ago when I went to a focus group. A big financial services company wanted to roll out new tools for small businesses to help them manage their money.

Afterward, I thought, what do small business owners really want today? They want more business!

Help your clients, and yourself too

What if you were the company that helped them get it? What if your company brought those together — and offered a true relationship?

Use strategies that bring people back, and get them talking, so other businesses will want to join in.

I don’t care about shopping points or coupons I must use in 30 days. I do care about a company that takes the time to listen, and develop a relationship.

Unless you’re different and worth talking about nobody will be interested. You have to interact and show you actually care.

A little something extra

A free soup strategy, that brings a smile to your customers’ faces.

Thank you notes or birthday cards.  A gift card for their favorite coffee shop.  Or, a framed photo of their favorite sports team’s championship win.

Help them help each other.

Encourage one client to help another. Introduce the florist to the candy-maker. Or, host events for small businesses, bringing the florist, the candy-maker, and the jewelry designer into the same room.

Invite clients for breakfast, ask them for ideas, let them interact, and brainstorm. Watch how they use your tools. What’s obvious to you (because you’ve lived with it for two years) may not be to people who haven’t.

When you go to events, listen more. Be the person who brings people together (rather than the person with the big sales pitch).

What are you doing to bring your clients together?

Image: Lucy Boynton

How to Educate Your Non-Tech Clients

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blackboard_abcEver had a client you had to educate?

You know, they want to change the design of their Web site,  and “just want you to switch a few things around”? And, it shouldn’t be a big deal…

But, of course, if you do, the pages won’t flow properly, the code will break, and it won’t load properly.

Frustrating, isn’t it?

Don’t argue based on design principles

Your instinct may be to talk about design integrity, being search-engine friendly, or compliance with web standards. But your client isn’t a techie (that’s why you are at an impasse in the first place).  She’s in the insurance, hardware, or accounting business. She’s not a graphic designer or a Web developer, and doesn’t speak “design.”

Use everyday language, not tech-speak

Translate the problem into terms the client will instantly understand.

Tell her that swapping some colors or switching fonts is like repainting the kitchen. Redoing the code, adding Flash, and assuring the design works correctly on all browsers, is like doing a complete overhaul — tearing out all the appliances, replacing the cabinets, and ripping out the plumbing. Complying with Web standards is like following local building codes.

Explain the work involved this way, and she’ll have a better understanding of the costs and time required to fix her site.

Photo: Cecile Graat