Finding clients as a freelance designer and small agency owner: Part Two
Chris Sanders entered design without any formal education but went on to hold most major roles and he now leads the Right Aligned Academy. In this series of quick reads he will be sharing insight about his experiences to support our community.
Introduction
Let's be real. The majority of brands don't care about your outstanding knowledge of paper weights or how you can create complimentary colour combinations based on seasonal changes.
In most instances they simply need a designer for the immediate challenge they face. You will be hired based on your ability to quickly reassure them that you are the best person for the job.
Challenge
I spent years talking to potential customers about myself. I was convinced that this approach would be all the evidence needed for them to hand me the keys to their budget when in reality all I did was turn them off.
I lost out on projects because they simply didn't understand what I did.
My ego was controlling the narrative.
Solution
Instead of filling conversations with industry related jargon that only other designers would understand my pitch should have been far more direct.
Commercial design is hard, it's not the same as creating self–initiated projects for your portfolio. Businesses need answers fast and the way to win clients is by being on their level.
Go direct and firm, this level of authority generates respect, and once you win that you will begin to reap the rewards.
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