Get an Edge on the Competition
This article has been translated into Spanish by Diana at Artegami. Thanks Diana!
You’d be surprised to hear how often clients tell me they went with us not because of the quality of our work, but because we ‘spoke their language’. So many times I’ve heard them say ‘the other designers were intimidating’ or ‘we didn’t understand what they were talking about’. Or even worse; ‘they didn’t seem interested in our business’.
Most freelancers are so busy trying to prove to potential clients how creative they are that they ignore their clients needs in the most basic sense. Save your creative talk for people in your industry. Talk to potential clients about what you can do for their business. Discuss how you will help them:
- communicate effectively with their customers;
- get a new market’s attention;
- get a larger audience; or
- just how to make them more money!
Those are just some examples, but you can do this for whatever industry you’re in – just consider what you’d want to hear about if you were a potential client. Many creatives have a pathological fear of talking frankly about business – as though it will somehow taint their creative cred. It won’t, I promise. What it will do is build trust and rapport with potential clients.
So try this on at your next pitch and you’ll get the edge on your competition – because unlike them you’ll be speaking your client’s language.