Top 10 tips to get the most from your designer…
Effectively briefing your graphic designer will dramatically increase the success of your campaign. These are my Top 10 Tips for getting the most from your designer.
1. Who is your target audience?
Be as specific as possible. First and foremost, the designer needs to understand the market they need to communicate with, because different target audiences will react to different prompts.
2. Know your Strengths
Why should people buy from you? Your customers buy from you for a number of reasons. It could be price, experience, location, personality or product. Remember, and this is important, people buy from people.
3. Understand the benefits
What is the single most important benefit that will appeal to your target audience? Understanding the benefits will mean you communicate more clearly why they should be using you. Include also secondary benefits, (i.e. The product is so effective, it allows you to spend more time with your friends and family).
4. Understand your core message
Make clear what you are trying to achieve. People don’t want to ‘read between the lines’, so be concise – if you want them to call, or visit your website, tell them – they are not mind readers!
5. How do you want to be perceived?
‘Tone of voice’ is essential to communicating successfully with your target audience. Decide whether you want to appear authoritative, or friendly. Don’t mix up your messages – you will confuse your target market is you decide to be direct, if your overall message is the opposite.
6. How does this project fit in with your other marketing activities?
Will this project feed in to any other existing, (or planned), marketing activities?
7. Background information
Assume the designer knows nothing about your business, product or service. The more information they have, the better the end product! Please ensure the designer has all the information they need.
8. Have a budget
Tell your designer how much you have to spend. You cannot expect top results with a basic budget. Most designers will be flexible with their rates if there’s the prospect of more work in future… tell your designer your plans for the future! We all want to build long lasting relationships.
9. Be realistic
Most designers can perform miracles, but generally only one at a time. Give your designer time to work their magic, and they will produce their best work for your.
10. Agree dates and responsibilities
This important… detail who is doing what, by when, and what happens next. Without this, a project can just amble along with no purpose or direction.