Inside Freelance Design

Issue #44
February 08, 2007

Welcome to Inside Freelance Design (IFD), your free, bi-weekly e-letter from American Writers & Artists Inc. Every other week, you can receive this special alert with secrets, tips, and insights from AWAI's graphic design pros to help you improve your skills and reach your goal of becoming a professional graphic designer in the fastest time possible.

IN THIS ISSUE:

• The Hardest Question to Ask Your Client
• Quick Tip: FREE Expert Instruction on Photoshop and InDesign
• The IFD Mailbag
• EXTRA! EXTRA! News and Job Opportunities

The Hardest Question to Ask Your Client (You'll Be Glad You Did!)
By Mike Klassen

While my family and I ate dinner at a restaurant the other night, I was struck by how often the waiter asked if everything was all right. The experience had me thinking how those of us in freelance businesses all too frequently avoid asking our clients questions about their satisfaction with our service.

The trouble is, we're afraid to ask those important, business-improving questions for fear the client might have something negative to say. Or, to avoid hearing something we don't want to hear, we phrase them in a way that doesn't really welcome a negative answer.

“Let me know if you have any problems,” we say as we head out the door or end the phone conversation.

My challenge to you is this: Ask your clients about your service assuming they have something to complain about.

For example: “What one thing did I do or not do that I could improve for you next time?”

With this question, you let the client know that you're sincerely interested in what he has to say. You also make it clear that you hope there will be a “next time.” In other words, that you want to have the opportunity to serve him again.

If the client can't think of anything, take the brave step of asking him about specific aspects of your service, such as promptness, billing, or your communication skills.

If he points out something that could be improved, thank him. Then ask, “How else could I have done a better job for you?”

Yes, it's kind of scary to ask direct questions like these. But we have to do it because we know that the best way to improve our services – and grow our business – is to find out what we've been doing wrong … and fix it.

We know we're not perfect. We make mistakes. But, being human, we shy away from hearing the negatives (and not just in business, but in our personal lives too).

The reality is, by inviting honest criticism from your clients, you dramatically improve your chances of being called back. They probably aren't used to being asked for input so directly, and will appreciate your concern about doing the best possible job for them. It also distinguishes you from other freelancers they've used in the past, and strengthens your professional relationship.

When do you ask these questions? Your clients are busy, so you need to respect their time.

One way to handle this is to send them a service-satisfaction questionnaire at the end of the project. Another way is to actually write a project “post mortem” into the schedule from day one ... a short meeting to discuss how the whole thing went. Both of these methods give your clients a chance to think of specific things that might not come to mind if you spring your questions on them out of the blue.

No matter how you do it, make sure you ask your clients for input on your services – as clearly and directly as possible. Then fix any problems you uncover. You'll notice a dramatic increase in return clients … and satisfaction with your career.

* * * * * * * * Highly Recommended * * * * * * * *

“I've spent some time with the Graphic Design Bootcamp-In-Your-Home Package, and I must say you guys really outdid yourselves!

This was my third Bootcamp, and even though I attend each year, I always order the homestudy package. With so much information being presented, I like to go through it all again at a slower pace and pick up things I might have missed.

I even refer back to some of the presentations again and again. Like Mastering the Magalog with Lori Haller and Rob Davis, and the Preflight Printer Checklist where you brought in print expert Tom Therrien … those two sessions alone were worth my trip to Florida!

Thanks for your efforts to make this a great package! It truly is the next best thing to being there.”

-- Mike Klassen
Graphic Designer, Klassen Communications

Learn more about this year's FastTrack to Graphic Design Success Homestudy Package by clicking here:

http://www.awaionline.com/graphicsbootcamp/

QUICK TIP: FREE Expert Instruction on Photoshop and InDesign
By Will Newman

If you're still learning how to squeeze the greatest productivity out of the applications in Adobe Creative Suite (Photoshop, InDesign, Illustrator, Acrobat, and GoLive), there are four great, free learning resources available to you.

Three of these resources are in the form of a series of video podcasts, and one is a series of audio podcasts. Don't let the word “podcast” scare you away. A podcast is just a type of media file that's distributed over the Internet in order to be played on computers.

The podcasts are delivered in short (5- to 30-minute) segments. In each one, an expert takes you through small, easy steps to get to an endpoint that could otherwise seem impossible.

For example, one video podcast demonstrates how to remove the background around a central figure in a photograph. Another shows how to make PDF forms that can be filled in right on your computer.

The four podcast series are:

• Adobe Creative Suite Video Podcast (all video)
• InDesign Secrets (all audio)
• TheInDesigner (a combination of audio and video)
• Understanding Adobe Photoshop (all video) Note: The available podcasts in this series start with #14.

Go to www.apple.com/itunes and click on the “Download iTunes” button. You'll be asked to choose the Mac or Windows version of the software.

Getting the Podcasts
After downloading, installing, and starting iTunes, click on the “iTunes Store” button in the left pane. Once iTunes Store opens, type one of the podcast names listed above in the small search box in the upper-right corner. Hit enter, and a link to the podcast opens.

Click on the “Subscribe” button, and the podcast will start downloading.

Viewing the Podcasts
Click on the “Podcasts” button in the left-hand pane. iTunes Store might have downloaded only one or two segments in the series. If so, you can download further segments whenever you wish by clicking the “Get” button.

Double-click the podcast you want to view or listen to. If it's a video podcast, clicking once on the image in the bottom of the left-hand pane opens a larger screen.

* * * * * * * * Advertisement * * * * * * * *

Are You Worried That Your Computer Skills Are Holding You Back?

Learn how you can fix your “problem” areas … and find solutions to all kinds of problems you might be facing at this very moment by clicking here:

http://www.awaionline.com/basics

FROM THE IFD MAILBAG…
by Kristin Schwarz

Dear Kristin:

I am enjoying Bootcamp at home on DVD very much. All the presentations are wonderful. I'm still a little nervous, though, about creating envelopes to post office specifications and the things that can go wrong in the printing phase that could cost the client money (like using the wrong colors or page counts).

I was wondering if you could somehow make available the brochure and templates that Tom Therrien brought to Bootcamp for those of us at home. If not, maybe you could write something in an upcoming issue of Inside Freelance Design.

I asked my post office for templates and publication #25, but I live in a rural area and they did not have any.

Thanks for your help!

Melissa

Thank you so much for your email, Melissa. I am glad that you are enjoying the Graphics Bootcamp DVDs. Sounds like you are digging in and making good progress.

Here are the resources that I recommend for you:

I have found some really good free templates on the USPS website. I am using these templates myself, and find them extremely helpful.

The USPS also offers many free tools for direct mailers on their website.

I also recommend two of my favorite books. The first one is Forms, Folds, and Sizes by Poppy Evans. This handy guide covers envelopes, postal standards, and barcode standards. It also covers some printing and paper basics. The second one is Getting it Printed – how to work with printers & graphic imaging services to assure quality, stay on schedule & control costs by Eric Kenly and Mark Beach. This book covers, in detail, the various printing processes and what you can do to assure that your files print without any problems.

Please feel free to contact us any time you have any questions. Good luck!

Software Tip:

In the last issue of IFD, Nancy asked about creating documents with different sized or oriented pages. Mike Klassen suggests DTP Tools Page Control for Adobe InDesign as a possible solution. If you are working with a lot of documents that require various page sizes within the same document, you may find it useful to invest in a product like this.

A Special Note From Kristin:

We're making some changes to the way we answer your questions. It will no longer be done within the IFD issue. So, from now on, instead of sending your questions and comments to me, please send them to mailbag@awaionline.com

And don't forget about the great resource you have for communicating with – and helping – your fellow up-and-coming designers on our Member Discussion Board.

That's it for today. Have a productive two weeks!

Kristin

[Ed. Note: If you have a question or comment for Kristin, please send it to: insidefreelancedesign@awaionline.com, Attn: Kristin Schwarz.]

EXTRA! EXTRA! News and Job Opportunities

• GRAPHIC DESIGNER - Arrow Electronics, a global provider of electronic components, needs a graphic designer to work with their team in Englewood, CO. You must have experience in corporate communications and B2B marketing. You'll design collateral materials, Web pages, email campaigns, and print materials. You need to know Quark, Illustrator, Photoshop, and Acrobat, and have an understanding of Dreamweaver and HTML. Apply online at http://www.arrow.com/careers.
• EXPERIENCED FREELANCE DESIGNER - Zun Partners is looking for an experienced freelance designer to work with their team in Chicago. You must be talented when it comes to brand marketing, and at your best under pressure. You need to know Quark and the Adobe Creative Suite, and be familiar with Web development programs. Send your resume as an attachment to lisa.bensigner@zunpartners.com.
• VERSATILE DESIGNER - Wing Press, a printer in Framingham, MA, has an opening for a versatile designer to work on a number of different projects with various clients. You must be able to tackle anything from a corporate brochure to a magazine to a product catalog. Send your information to William Wing at beau@wingpress.com.

COMING NEXT ISSUE:

• Rob Davis With Insider Knowledge of What's Hot and What's Not
• Quick Tip: Never Again Be Confused by Printers' Terms

* ABOUT INSIDE FREELANCE DESIGN *

Inside Freelance Design is a FREE bi-weekly newsletter from American Writers & Artists Inc., available to AWAI members and friends.

© 2007-2008 American Writers & Artists Inc.

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