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Selling design takes special skills beyond selling other services.
We all know that even if you start the clock ticking when first sit down to think about or research a project that you will inevitably think about the project under the shower, in the car, on the train or wherever. Read more...
There's been a lot of discussion lately about how much people dislike having to cold call. It's hard not to agree – it does suck.
I think free pitching is entrepreneurial.
Free pitching is using your time to market your skills to potential clients. Time = money, so it’s arguable that if you want to use your marketing ‘spend’ on yourself rather than an external resource, that’s OK. Read more...
When we decided to go into web in the late 90s we were mainly being reactive; client's wanted a website as part of the development of a new identity. Read more...
You might think that is a crazy idea. But I recently saw this Anthill article by Laney Clancy the Marketing and Finance Manager at Pipe Perfection Plumbers Sydney. I think it has some great lessons for design studios. Read more...
It’s easy for studios to fall into the habit of chasing new business only from existing customers.
We all know the 80/20 rule where 80% of our business comes from the top 20% of our clients.
Everytime I have a conversation with designers about free pitching I hear that clients are to blame.
I hear that clients are ripping off designers by asking for free pitches on complex projects that require a massive investment for a one in five chance of “winning” the job. Read more...
We are currently revamping a website design for a team of architects. During the initial brainstorming about how to get the site to ‘talk’ to clients, one of the architects told a story.
I read a post from an old uni friend – an Archibald-finalist illustrator — who was recently asked to contribute a full colour illustration to be used on the front cover of a magazine. The fee? $50. Read more...
McDonalds are the masters of selling add-ons.
This approach was reinforced recently when I read an article about the way that Wolff Olins works to develop branding. He thinks we should involve clients more closely in the development process and examine the business from a distance. Read more...
Many marketing managers are recognising the value of content marketing. The article below shows how it has penetrated Australian businesses. We all know that content is nothing without design. Read more...