Hiring Creative Help

How to get the very best for your marketing message

For many women business owners, spending money for marketing help is a big step. Even as we grow, the temptation remains to do it all ourselves. We wish it could be otherwise. We suspect it could be better. But where to begin?

Why not do it yourself?

The simplest answer is another question. What’s your specialty? What can you do better and more efficiently than anyone else? If it’s not writing and design, you will actually spend more money in time doing it yourself than working with a pro.

How to know when you’re ready.

You booked a table at the next Business Expo.
You’ll be out of business cards in the next few week.
A colleague is going to link to your web site and you need fresh material.
What you’re using looks like it came from three different companies.

In the real world, it may well be an upcoming event or depleted supply that gets you going, but the bedrock for any marketing material must be clarity about what sets you apart in the marketplace.

Imagine the impact.

Your best contribution to a marketing project is knowing what you want it to accomplish. With whom. And why. If the person you are thinking about working with doesn’t ask you these questions, reconsider your choice.

Not all creative-work-for-hire is the same.

Before you call the cousin-of-your-best-client-who-does-a-little-design-work-on-the-side, give thought to what you really want from creative work-for-hire. Some folks specialize in taking exactly what you give them and getting it ready for a printer. That might be exactly what you need and nothing more. Then there are the collaborators – folks who are more process-oriented and will likely ask more questions. Either way, be prepared with a few questions of your own.

Your questions matter. Ask with confidence.

For starters, ask to see comparable work done for someone else. The story behind one or two of the samples can be telling as well. Most creative pros are more than willing to talk about their craft. If they can articulate why they did what they did for someone else, you can look forward to clearly explained recommendations for your business as well.

When it comes to samples, allow yourself time to be observant. It’s OK to simply look before asking any questions. And trust your observations. Is the piece cluttered or clean? Is it easy to read? Where does your eye go first on the page, and does that makes sense as an entry point? Keep in mind that most folks decide in mere seconds whether to read something. Or not. That means your own first impressions are a valid tool for evaluating creative work-for-hire.

Getting started.

Short of a mind-meld, a purposeful exchange of information at the outset of your project is vital to everything that follows. That doesn’t mean you have to have everything in perfect order at the first meeting, but the more organization you bring to the table, the more likely the project will stay within budget. On the other hand, there’s nothing wrong with an open-ended brain storming session, but expect the clock to be running while you explore possibilities.

Be clear about deliverables.

Sometimes this is a no-brainer. You want business cards. You get business cards.

But what if you want to print an emergency supply now-and-then on with your desktop equipment? That’s worth discussion early in the project because it can impact everything from a design that your desktop printer can handle to the software in which your files are built.

Don’t begin a project without these.

Two resources will keep your project focused and minimize the surprises along the way.

The first is an estimate. The more detailed, the better. Don’t hesitate to ask questions. For example, what happens if you change your mind midstream? Or add significant new information? Some creative pros include a 10-15% variance that allows for reasonable changes or unanticipated opportunities.

Next, ask for a schedule. There’s nothing like a specific timetable to impact the efficiency and accountability of a project. What will you see first? How long will have you to review what you get? How many people need to sign off on ideas? Not only will a good schedule clarify who does what by when, it is a great resource for keeping all stakeholders informed if changes occur.

Encourage the long view.

Ask your creative pro to be on the lookout for ways a single project can be adapted for multiple use. For example, the subheads in your new brochure may well be the perfect headlines for a future postcard series. A single, provocative question from your website FAQ could become a simple handout at networking events. When it’s time to update your logo, ask for a list of every imaginable application—from forms to warm fuzzies. Who knows? Denim shirts with your logo might be just the thing when you volunteer at a non-profit barbecue.

One great way to kick the tires.

OK, so you’ve done your homework. Your target audience is clear. You know what sets you apart from the competition and why it matters. How’s all this supposed to come alive on paper or your web site?

Consider asking for concepts. They won’t be free, but with only minimal expenditure you will get to see multiple approaches to your project at an early stage, without the cost of fully developed work. This can include everything from layouts or folds to type choices and headline options. Often, the difference between one approach and another will clarify decisions in a way more discussion never would.

Remember, you call the shots.

Afraid you will lose control of your project or be sweet-talked into something you really don’t want? The best remedy is to trust your intuition. Speak your mind. And expect cooperation.

Feel free to give feedback.

In any project, some things will go well and others could go better. That’s good information for any collaborator and appreciated by most. So don’t hold back. Let it be known what was helpful. Or not. Confusing or clear. Everyone will be better for the exchange and future projects will be that much more productive.