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The role ....
I've only read the introductory paragraph and I already want to say this:
"The role of the amateur is to make the professional look good".
Let the customer have a fling with the hack kiddies. When they come back to you they will be more pre-qualified than ever to pay properly for a job done properly.
Yes, but will the clients believe it?
I couldn't agree more with this article, but try telling this to most clients! Common sense has fled. Many people have become so cynical that they don't trust professionals in any field now. Whatever we say to "convince" them is automatically considered BS. So if these same folks have the tools on their computer to create "do-it-yourself" design, we have a perfect storm to overcome. I don't see the challenges ending anytime soon.
So True...
Thank you Eric for this direct, concise and on-target article. Out here in the trenches, so many small, midsize and entrepreneur companies are trying to cut costs NOW and not considering the LONGER-TERM when it comes to marketing, pr and advertising initiatives. When a dot-com company can offer someone a logo for $100; how can those of us with experience compete and demonstrate our ability to perform market research, ask questions of top management and conduct a thorough investigation into the company and its industry. Excellent article, glad someone is looking out for us.
J Sondy
Know their business, be meticulous and add value
Definitely agree Eric. Here are a few things I've found that differentiate me from the amateurs:
- Know the client's business: read their trade magazines, hang out in stores that sell their products, go on sales calls etc.
- Communicate professionally: follow up every meeting with a contact report; all photo shoots etc should have precise call sheets; make sure all estimates are detailed, precise and cover contingencies (clients hate surprises that increase costs, and love surprises that reduce them).
- Add value with things like online project management (eg Basecamp), video conferencing (put an iMac in their boardroom with your logo on it).
I met a new client yesterday morning after a call the day before. I'd spent two hours on their web site and their competition's before sitting down with them. So I already had some understanding and could deliver a usable idea at the first meeting.
David