I have a question regarding this:

They pay us because they trust us.

That's all true and good. But there are many, many times where I don't feel like they really trust us. I know design can lean very much to the subjective opinions, especially when it comes to clients choosing one visual concept from the three, four, whatever number we present. The question I'm trying to get to is how do you convince clients on adopting the visual solutions we are proposing instead of a) making it bigger b) making it pop or c) my wife thinks it should be red?

I have always used this example: you go to a doctor to get a diagnosis, he says 'You have to get an operation or you will die' you never answer 'Actually, I'm just going to my aunt's, they have some clean knives and alcohol.'

And I have one more question, about this:

Always understand how you will measure success

How does a small design firm or freelance designer measure the success of a project? We have just enough time to design and plan and answer phone calls to also spend time on measuring results. Do you hire an external consultor?

And as a second part to this question, what are some tangible measurements that one can make of a brochure design? or an identity for a small business? Is there a way to "easily" track these results.

I think that's all I have. For now.

› Always be a partner in your client’s business

How can you establish quickly, say in a first meeting/capabilities introduction that is how you prefer to work and wish for them to view you as a business partner rather than a drive-thru menu design service?

I have some of my own thoughts on this, but what this leads to is another question of payment for partnering rather than project by project or even hourly rates.

My goal is to build a pool of clients that I really am considered an ongoing crucial part of their business and so the payment method would be of a retainer method.

Any tips on how to propose this or set it up?

Weekly - monthly - quarterly payments?

6 month - 1year contracts?

Retainer contract verbage?

In Answer in Armin's first question- trust is not something that comes easy. If the clients wife thinks it should be red, and you have not already explained the process you are going through, how decision are made based on attributes and strategy and goals-- then why shouldn't it be red? Design is not an issue of aesthetic judgement- it is a process. The more your client understands the process, and the more you prove that you understand their needs, the more they trust you.

In answer to the second question- measuring results is almost impossible in design, building brand trust or getting people to a concert cannot be measured based on the design involvement. What I meant- and is easy to do- is to start talking to your clients about how they will measure the success of the project- is it sales, web hits, looking cool, industry awards, etc.? It usually breaks down to better focus or better understanding, or selling more tickets. Design is usually a part of a complex marketing mix, but the more a client understands your actions are to acheive their desired results, the more they trust you and see your value.

Tom's question- which is a great one- doesn't come with an easy answer. Ultimately you need to build a relationship to be viewed as a partner. Sometimes longevity or a pile of project profiles can give you partner status vs vendor status, but you still need to build the relationship. Even then, you are a partner that costs them money- so clients are always careful.

The interesting thing we do is to talk about the kind of relationship we are looking for in the first meeting, to let them know the first project will be the hardest, and that we will be a proactive resource. How you charge for that kind of a realtionship- I haven't a clue. I just hope it will bring more work.

Retainers have never worked for me- and I don't think benefit anyone. Clients try to max the fee out, or feel that the aren't getting enough. If a client has a steady stream of work, a contract with discounted terms for the volume of work is possible, but it is rare that clients are that predictable. If they were, they would do the math and hire an internal person.

If you can find a client that finds you valuable enough to retain you- that is great- but be careful about terms and expectations- what do they get, how is it tracked, reporting, overages beyond contract, how to end the relationship, etc.

The main issue with designers and design firms is that we are expendable to clients - they need us, then the don't, then they do again. That lets them stay profitable and ebb and flow design budgets with their needs and requirements. So retainers or other relationships are contrary to being able to manage money well. But if you can do it- let me know how.

I'm sure this is the case everywhere: there will be a supremely successful design company (or a few of them) that seems to do work for just about everyone in the metropolitan area. That is, their client list spans pages.

Problem is, more often than not, these places are working with unqualified people and are producing utterly horrible design. So despite producing a very clearly low-quality product, these people are definitely not going to bed hungry.

How does this happen? Are they merely yes-men for the clients? Surely something must be said for this business model, as teeth-clenchingly frustrating for the struggling yet talented designer as it may be.

More so, how should designers approach self-promotion? When it comes down to it, designers sell a product just like everyone else, so what elements need to be in place to be successful in the art of self-promotion? Building a relationship of trust with the client when they're sitting across from you is difficult enough, so how can you get a head start before they even walk through the door?

Any advice on what you can do if you DON'T get paid after 120 days??

> Any advice on what you can do if you DON'T get paid after 120 days??

I recommend using The Business Side of Creativity: The Complete Guide for Running a Graphic Design or Communications Business by Cameron S. Foote. This book really takes you through the different courses of action available.

I clearly state on the back of my invoices the terms of my services. The information included in my terms was taken from the Graphic Artist's Guild Handbook.

Would anyone find it useful to see examples of fellow designer's invoices?

>Would anyone find it useful to see examples of fellow designer's invoices?

I know that i would surely find it useful.

I think some of the points that were made in the original article are right on point. We went to school to learn to be better designers, amongst other things. But it seems as though we all have been through a trial-by-fire when it came time to strike out on our own and actually build a business that acts and looks like a business to our customers, both current and potential. It seems as though when I actually have free time to focus on building my business I spend all of that free time thinking that I am either doing it wrong or that I am just a kid again trying to survive in the grown-up world of business. The "freelance" attitude has become a hindrance for most of us in pushing forward.

Don't know that any of what I just wrote contains any answers, but I am definitely willing to share my experiences and learn from others if possible.

why is freelance considered less wonderful than being an employee in the u.s.?

freelance (or similar) is the only useful model for any creative endeavour; any other way and you might as well work in a bank.

Graham, being an employee gives the sense of "security" I guess. I am not disagreeing with you, I'm just saying.

> I know that i would surely find it useful.

Would anybody be willing to post some of their invoices? You can "blur" out the pricing, the client's name, even your name, heck, you can even post anonymously for once� this could help get something interesting going maybe? Just a suggestion.

So I'm not the only one that constantly hears "make it pop". It feels good in a way to know I'm not alone. It's still frustrating though.

To me it seems ever since the computer and graphic software became atainable by the masses, everyone is a "designer". Designer in a box.

How do you communicate with clients with no design sense? How do you explain that there is a valid reason for what you do? What if you communicate that and they don't care? Do you give up and give them what they want? If you do, does that make you a yes-man? A push over? Or are you still strong because you've exhausted every resource, let it go and know you gave it your best shot?

What happens when you try to educate and work hard to understand them and in the end they still don't like you? What happens when you can't afford to lose them? Or if you're in a position where just ending that one relationship can damage your relationship with other clients because of word of mouth?

These are all questions I'm constantly asking and trying to figure out.

I'm lost. I can't even get my thoughts together because of the frustration. I don't want this to become a bitching session so I'll go clear my thoughts.

Thanks to all of you. I've wanted an intellectual, creative outlet and I think I may have found it.