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Price is always
a factor when looking for a logo designer. If you are reading
this we guess you are in the market to either hire a logo
designer (freelance) or use an online company or build
your own logo.
Want to guess what
the FedEx logo cost? Landor and Associates created this logo
for a mere $4,000,000. Yes that is a cool 4 million dollars.
But look what they got for that, a logo that is instantly
rcognize the world over.
While you are probably
not out to conquer the world just yet. We have some tips that
you need to be aware of.
CLIENT
CALLS TODAY
My client, Marg,
is upset with her webdesigner. She says, “Doesn’t
he understand it’s my website? I don’t want this
to be a constant battle.”
Nancy designs websites.
She tells me, “I did a beautiful site for the client
and then they c****** it up. I can’t even use it for
my portfolio. She changed everything and it’s really
hideous. I think she’s colorblind.”
Sandy is working
with a webdesigner, too. She tells me, “I outlined what
I wanted, but I left [the web designer] plenty of leeway.
I know they’re creative and want to express themselves.
I’ll tell her ‘from there, take it.’”
THE BATTLE
OF THE EXPERTS
Since I’m
an Internet marketing coach, I’m often in a triad –
the client, the web designer, and me! It becomes a battle-of-the-experts,
a nightmare for all concerned. Basically when I accept an
Internet marketing client, one of my stipulations is that
they listen to what I tell them.
You’d think
someone paying you would do that, wouldn’t you? Instead,
they listen to their brother-in-law or the guy at the post
office, or they start reading things on the Internet. One
client, Julio, even started hiring other people – a
PR consultant, a logo designer, an advertising agency. It
became an impossible situation with input from all directions.
Each of us contradicted the other at one point. Julio then
made the decisions, trusting no one. Why, then, I asked him,
did you hire people? (And then I fired him.)
THE IDEAL
CLIENT DOESN’T CONFUSE HIM/HERSELF
Other clients pay
me and listen to what I say. It’s a novel concept, but
it works well. When I started working with Gordon, I said,
“Yes, I will tell you what computer to buy, but not
if you plan to then go ask everyone you know for their advice.
That would waste your time and mine.” Gordon said, “I
wouldn’t do that. Then I’d get confused.”
Gordon is “the
ideal client.” He paid me for my marketing consulting,
listened, took action, and his practice is thriving as a result.
He saved us both a lot of time, which, since I bill by the
hour, saved him a lot of money. He's a smart man.
So how should you
proceed if you are working with a web designer? There are
a few “musts”.
Many of them work
in a world of T1s, LANS, and DSL. This is a very different
world from the rest of us mere mortals. WE live in another
world – only 7% of “us” have broadband and
this percentage doesn’t appear to be growing. What does
this mean? Most people visiting your website surf at 56K or
slower. 60% still surf at 28.8k. If you want people to visit
your website and stay there, make sure the front page loads
fast enough -- 8-10 seconds at 28.8k.
Web designers,
like all creative people, get bored. Okay? They like to try
all the new “bells and whistles.” This may or
may not work in your situation. It’s like the choir
director at church. Most of us would like to sing “A
Mighty Fortress” every Sunday, some hymn we know and
love. It’s been around a long time because we love it!
It works. The choir director, on the other hand, wants to
be on the leading edge, try the new things. Know what you
want and stick to it.
Do your homework
before you get there. Find 3-5 websites you like. The style,
colors, font, layout, navigation. Show these to your web designer
rather than trying to describe.
Be clear about
what you want. “Something professional-looking”
is open to interpretation. “A site like this one: www.professional_website.com”
works a lot better.
Trust your intuition.
If they show you something you don’t like, go with your
feelings.
Find one with expertise
in websites in your field. It will save you having to explain
a lot of things.
Find someone you
trust and let them do their work.
HOW DO
YOU FIND THIS PERSON?
1. Get a referral
from someone whose opinion you trust.
2. Find a site you like and find out who did it.
I recommend two
web designers to my clients. I know them and I know their
work. They are excellent in every aspect:
They can get out of their own head and put the client on the
webpage.
They have the technical skills required.
They are professional and responsible. They meet deadlines.
They set a price and stick to it.
They are courteous to my clients.
All those points are important, but Number 1 is MORE important.
(In fact you should expect the others.) It’s most important
they have the knack of translating “you” onto
the Internet.
THE RELATIONSHIP
I’ve been
in marketing for many years. It happens to be a field everyone
thinks they know something about – and indeed we do.
We’re all consumers, and we have marketing ‘working
on us’ all the time, so we have our opinions. It isn’t
like going to the dentist, for instance. I really haven’t
much knowledge about root canals, and I pretty much leave
it up to the dentist.
It’s takes
maturity and emotional intelligence to make it a successful
relationship that produces the kind of product you want. That
means you need two mature people with EQ skills. Some web
designers are all IQ and tech skills, with little ability
to relate. Avoid those. Some web designers are the creative
genius type, like Frank Lloyd Wright, who wanted to do what
he wanted to do, the hell with the client. Avoid those.
Something in between
is nice. It doesn’t have to be a fight. If it’s
feeling like a fight, you need a new web designer. Start with
a web designer who comes well recommended. Then enter a relationship
of mutual respect. He or she knows how to design a website.
You know you and what you want. Together you can make music!
Susan Dunn may
be contacted at http://www.susandunn.cc sdunn@susandunn.cc.
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