Resourceful Designer: Strategies for running a graphic design business

How do you feel about design business networking?

For some people, networking comes naturally. Put them in a crowd and watch them work their magic. But to other people, the thought of walking up to a stranger and starting a conversation fills them with dread.

I know, I was that guy. Growing up, I was as introverted as they get. Unless I was with my small group of friends, I preferred to be by myself. I was quiet, shy, and tended to avoid eye contact whenever possible, especially with those of the opposite sex. I was not one of the popular kids at school.

Then I got a job working at Sears and met my friend Mike. Mike and I worked together throughout high school and college. We didn't work the same departments, but since we were the same age and had the same breaks and lunchtime, we started hanging out.

Mike was the complete opposite of what I was. I was quiet and kept to myself. Mike was loud and outgoing and treated everyone like they were great friends, even if they had just met. From the day we met, Mike set a goal to get me out of my shell. And he eventually did to an extent.

I'm by no means a converted extrovert. I still prefer to be by myself than spend time in large crowds. A small dinner gathering with a few friends, I'm in. A large party or gathering with dozens of people, I may take a raincheck on that one.

But I am much more outgoing than teenage me was. I have no problem striking up a conversation while in the checkout line at Walmart, or asking a perfect stranger for advice at a store. But stick me in a large gathering of people and tell me to go network, and I still feel that apprehension creep back.

Therein lies the problem for many designers, the apprehension towards networking. However, to grow your design business, you need to get out there and talk about your design business. You can't just sit at your desk all day and hope the work comes to you. You can't keep your fingers crossed and hope that your SEO efforts pay off, and clients start arriving in droves. It doesn't work that way. Or at least for most designers, it doesn't.

If you want your business to grow, you need to get out there, meet new people and talk about what you do.

So how do I get over the apprehension towards networking? I stopped thinking of networking as "networking." Instead, I try to think of it as "relationship building." I don't attend gatherings with the intent of getting new clients or growing my business.

Don't get me wrong. That is the desired outcome. Otherwise, why do it at all? But I don't set it as a goal. Instead, I set a goal of starting and building relationships with people. I'm not there to win them over or sell them. I'm there to get to know them.

Removing the burden of being a salesperson makes it much easier for me to interact with perfect strangers. I present myself as an interested bystander as I get to know people. You see, Landing a new client is a byproduct of building relationships. Not the other way around.

I've talked many times before on the Resourceful Designer podcast about the importance of building relationships with your clients. And yes, you should be trying to build a relationship with every client you have. But relationship building isn't exclusive to existing clients. Relationship building can be a strong precursor for someone to become a client eventually.

I do work for a media agency. I got the gig because I had built a relationship with the owner of the agency. Because of that relationship, when it came time for him to find a designer, I was the first person that came to mind.

But how does that help you at networking events? It doesn't, but it does show you the power of relationship building. So what if you're an introvert and the thought of networking or relationship building still terrifies you?

Here are some tips to help you network. Start with people you know.

It's a lot easier to have a conversation with someone when you're familiar with them. Talk with your doctor and dentist, the mechanic who services your car, your landlord, parents of your children's friends. Old schoolmates. Anybody with whom you're already familiar. Have conversations with them and be sure to mention small tidbits about what you do.

Find small gatherings.

You don't need to attend large conferences to be successful. Start building relationships at a small gathering.

If you have kids, try talking with other parents at their school events. Don't have kids? Look in your local area and attend events where you can meet people. Check Facebook for events happening near you, or try meetup.com.

Check to see if there's a WordCamp near you. It's a great place to meet people, and you'll probably learn something while you're there.

Listen and ask questions.

The best part of building relationships as opposed to networking is instead of trying to sell yourself; you're trying to get to know people. Ask them questions about where they work and what they do. Then listen and follow up with more questions depending on how the conversation goes. Be sure to mention what you do, but don't' try to sell yourself.

Set a "People quota."

Before attending an event, set a goal for yourself to meet a certain number of people. Tell yourself I want to meet X new people today. And once you've accomplished that goal, permit yourself to leave if you feel inclined.

Attending large conferences.

Before attending a large conference, join in the community. If there's a Facebook group or such associated with the conference, become a part of it and get involved.

Follow the conference hashtags on Twitter or Instagram. Use the hashtags yourself. Take note of other people who are also excited about the conference and ask them if they would like to meet up once there. It will give you a reason and a base to talk to people.

The best thing about conferences is the people you meet. Given a choice, I will always skip a session or speaking panel to keep a great conversation going with someone I just met.

Get out there and do some design business networking.

So there you have it, tips to help you get over the fear of meeting new people and growing your design business.

I know this can be difficult, especially if you're an introvert. But if you want to grow your design business, you need to get out there and talk about it. But like everything else in life, if you take it one step at a time, you'll manage.

You may never become entirely comfortable having a conversation with a stranger. But hopefully, that feeling of apprehension will diminish, allowing you to give it your best effort.

Have a look in your local area and choose an event to attend. There's no time like the present to get started.

What's your experience with networking?

Let me know by leaving a comment for this episode.

No matter how nicely a client asks, don't cut prices.

[sc name="pod_ad"]Does this sound familiar? You present a quote for a design project, and the client responds with, "Is there any way you can cut your price?"

If you haven't heard that question before, or something similar, it's only a matter of time. It's almost a right of passage for home-based designers. Because you work for yourself, some people think they can haggle with you as if you were selling your services at a yard sale.

So what do you do when someone asks you to lower your price?

My advice is never lower your price. On Resourceful Designer 113, I talked about offering discounts. In that episode of the podcast, I shared six valid reasons for providing a discount, and three times you shouldn't offer one. Can you guess where "Because the client asked for a discount" falls?

If you lower your price, you'll be setting future precedences. Once a client knows they can negotiate with you, they'll never take you, your services, or your prices seriously again. You'll become a discount designer.

Even worse, the client may start spreading the word that your prices are negotiable, which is not the kind of reputation you want when trying to grow a business.

Hopefully, you're in a good enough financial situation that you're ok with possibly losing clients if you don't cut prices.

But what if your financial situation isn't stable? What if times are tough and bills are piling up? Or you just started your business and money hasn't started flowing in yet? Or for whatever reason, you cannot afford to turn down clients. What then?

That's a conundrum. Lowering your prices may bring in a bit of money now, but it's bad for future business. Whereas not cutting your prices may drive away clients, which is bad for your present business. So what's the solution?

Don't cut prices, lower your offering instead.

What does this mean? It means you can appease your clients and meet their lower price expectations, but only if you equally lower the service you're offering.

Look at it this way.

Imagine a contractor gives you a quote of $9,000 to completely renovate your bathroom. You think that price is a bit high, so you ask if there's any way he can do it for less?

The contractor replies he can do the job for $7,000, but only if you choose a laminate countertop instead of granite, and choose a ceramic tile for the flooring instead of marble. He lowered the price by reducing the offering.

You can do the same with your design services. Don't cut prices. Instead, offer fewer services for a lower cost.

For example,

If a client thinks a web design project is too expensive, offer to lower the price in exchange for a three-page website instead of a six-page site.

If a client thinks your logo price is too high, offer to lower it by providing only two initial concepts instead of three, and allow only a single round of revisions instead of two or three.

Whatever the design project is, lower the price by offering fewer services or features. This way, the client gets a lower price, but you also reduce the amount of work required to complete the project. The client will appreciate you accommodating them, but they won't think they are getting a discount since they're still paying full price for the reduced services you are offering them.

And you know what? When you lower your offerings to lower the price, many clients will decide to stick with your original higher price for the extra value.

This is a similar concept to Three-Tier Pricing. Implementing a three-tiered pricing strategy is a great way to prevent people from asking you to lower your price because it's built right in.

A three-tier pricing strategy works by offering a client three price options, the middle price being the one you hope they choose. The lower price option cuts back on the provided services, and the higher price option adds in extra perks and bonuses that may not be necessary.

The reason a three-tier pricing system works so well is that the human brain is wired to compare things to the first item it sees. If you go into a store to buy a new shirt, and the first shirt you pick up has a price tag of $40, then subconsciously, you will compare every other shirt in the store to that first one. A $60 shirt will seem expensive by comparison, and a $30 shirt will look of lesser quality compared to the $40 shirt.

This is why you see three-tiered pricing so often used for online purchases. In most cases, the middle price is labelled as "Best Value" or "Most Popular." It's a way to subconsciously embed that middle price as the focus element in the viewer's mind. When they see it, their brain automatically registers it as the base price. The higher price on the right may seem too expensive, and the lower price on the left won't feel like a good deal compared to the middle one.

The other benefit of three-tiered pricing is that instead of the purchaser wondering what other options are available elsewhere, they often use the three prices in front of them to make their decision.

But even if you don't use a three-tier pricing model, it's a good idea to use the lower-tiered strategy to lessen your services or options to reduce the cost should a client asks if you can do something for less.

Hopefully, you won't be at this stage for too long, and your business will be successful enough for you not to have to cut prices. Instead, you can reply, "This is the price for what I'm offering." and leave it to the client whether they want to work with you or find another designer. If they decide to hire you great. If not, no worries, you have plenty of other clients vying for your services.

Hopefully, you understand that lowering your price is never in your best interest. You have nothing to gain from doing so. You're now prepared not to offer a discount, but offer a lesser service that is more in line with what the client is willing to pay.

Don't cut prices. Lower your offering instead.

Do you use this strategy?

Let me know by leaving a comment for this episode.

Resource of the week A good office chair

You can get by as a home-based designer with old computer equipment and inexpensive software, just don't cheap out on your office chair.

On average, a home-based designer spends between 8-10 hours a day sitting in front of their computer. If you're going to spend that much time sitting in front of your computer, you really should invest in a good quality, ergonomic chair. Something comfortable for long periods.

Trust me on this one. Your health, especially your back, will thank you for it.

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Contact me

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Follow me on Twitter, Facebook and Instagram

I want to help you.

Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business, please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at [email protected]

These four questions will change your design business.

[sc name="pod_ad"]Your job as a designer is to solve problems, not to create pretty designs. When you embrace the notion that your job is to provide a solution to whatever dilemma your client is facing, a few things will happen.

1. You'll start to understand your client's needs better.
2. Your clients will show more respect for what you do.
3. You'll be able to charge more money for your services.

After all, a solution to a problem is much more valuable than a pretty picture, no matter how well designed that picture is.

Before you can find the perfect solution, you need to figure out precisely what the problem is your client is facing. The only way to do that is to ask questions, lots of questions.

In episode 15 of the Resourceful Designer podcast, I shared 50 questions you can ask before every design project. Those questions cover a wide variety of topics, including:

• Questions about the company hiring you.
• Questions about their target market.
• Questions about their current brand.
• Questions about their design preferences.
• Questions about a project's scale, timeframe and budget.

What I didn't get into on that episode are the four most valuable questions you can ask your design clients.

• Questions that will get to the root of the problem for which they need your services.
• Questions that can either change or narrow down the focus of a project.
• Questions that may allow you to charge higher rates because as I said earlier, solutions to problems are much more valuable than pretty designs.

Here are the four most valuable questions you can ask your design clients. Question #1 - Why do you need this?

The power in asking, "Why do you need this?" is that the question is unexpected. When was the last time you tried to buy something, and the salesperson asked you why you wanted to buy it? I can't remember either. That's why this question is so powerful. It gets the client thinking, and it gets them to open up.

It doesn't matter if a client is coming to you for a logo, a website, a poster or a trade show display. And it doesn't matter if you think the reason is apparent, ask your client why they need this?

And then listen carefully to what they say for some real gems. The deep insights that could completely change your way of thinking about the project or help you narrow down your focus to one small area.

Question #2 - What results do you expect from this project?

The results a client is expecting can often change the direction of a project. As a designer, you may see better options to reach those results than what the client is expecting.

For example, your client may be asking you to design a poster for an upcoming event. However, you can explain to them, based on their expectations, that a postcard may produce better results. Listen to the podcast episode to hear my story of how this question helped me deliver a better solution for one of my clients.

Question #3 - How will you judge the success of this project?

This is another great question that can change the direction of a project.

If you're building a website for a client, you may make different design choices depending on how a client will judge the site successful. If the client is looking for increased website traffic, you may design it one way. If sales measure success, then you may create it differently. And if it's to elevate their brand image, then you may design it a third way.

How a client judges a design project successful can have a significant influence on how you tackle the project.

For example, You're hired to produce a poster for a local school's drama club. Will success be measured by ticket sales, or by the awareness the production brings to the school's drama program?

In one case, you will design a poster with emphasis on how and where to purchase tickets, with only a little focus on the school itself. In the other case, you will design a poster with more emphasis on the school and keep only a small portion of the poster for ticket information. That's why asking, "How will you judge the success of this project?" is so important.

The most important question of all. Question #4 - And What else?

"And what else?" The power of this simple question is endless.

• Why do you need this? Ok, great, ok... And what else?
• What results do you expect from this? Mmm, mmhmm. And what else?
• How will you judge the success of this project? Perfect, that's great, I understand. And what else?

Use this short and yet amazing question during any conversation you have with your client.

• Tell me about your target market. And what else?
• What marketing approach have you tried in the past? And what else?

Do you see the power of this question? By asking "and what else?" you are;

1. Showing your interest to your client, which helps build your relationship.
2. Getting them to open up to you, making them feel more comfortable talking to you.
3. Getting additional information your client wouldn't have offered freely.

Asking, "And what else?" will give you valuable information you can use to shape the perfect solution to your client's problem. After all, don't you wish you had more information before tackling any problem?

Four questions.

When you put these four questions to use, you'll find not only will your clients appreciate you more. But you'll be able to create much better designs for them because of the information you've gathered from asking them.

Do you use these four questions?

Let me know by leaving a comment for this episode.

Questions of the Week

Submit your question to be featured in a future episode of the podcast by visiting the feedback page.

This week's question comes from Jade

I have a huge predicament! Im in the midst of drafting a rebrand. Im doing drafts for 2 different reps (2 different contracts repping the same company) that know each other has contracted me for their design ideas. Both paying out of their own pockets.

Essentially they will be presenting these designs to a board to make a decision. Now the board themselves have been involved with one of the reps, contacting me directly to further refine ideas.

My questions is.... should I just can both original contracts and redo one with the company itself, that way everyones ideas go through the same avenue? Or continue the way it is and feel like s**t cause Im charging everyone for the same rebrand?

To find out what I told Jade, you'll have to listen to the podcast.

Resource of the week Dual Sim Phones

If you are looking for a way to manage both home or mobile phone number along with a business phone number, you may want to think about getting a dual sim phone. A dual sim phone allows you to receive text messages and phone calls from two different phone numbers on a single mobile phone.

Here are some popular dual sim phones

• iPhone XS, XR and 11
• Huawei P30 Pro
• OnePlus 7 Pro
• Samsung Galaxy Note 10 or S10 series.

Listen to the podcast on the go.

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Contact me

I would love to hear from you. You can send me questions and feedback using my feedback form.

Follow me on Twitter, Facebookand Instagram

I want to help you.

Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business, please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at [email protected]

Less about you and more about your clients.

Graphic and web designers tend to have visually striking websites. However, where they excel in visuals and usability, they often lack in their marketing message. A lot of designers don't know how to market themselves properly.

Have you ever heard the statement, "The best marketing in the world can't help a bad product?" The same is true of the opposite. Bad marketing can harm a great product or service. That's what many designers are doing to themselves — bad marketing.

Flip your marketing message.

Want to know a secret? Clients don't care about you; they don't care where you got your education; they don't care what awards you've won; they don't care what big-name clients you've worked with before; they don't care about your processes and procedures. What the client cares about is whether or not you can help them with their problem.

As a designer, you're a problem solver, and that's all the client cares about, whether or not you can come up with a solution to whatever problem they are currently facing.

No business person wakes up in the morning, thinking, "I want to hire a designer today." What they actually think is, "I need a logo, or website, or marketing material, etc. for my new business, and to get that, I'll have to hire a designer today."

It's the end product that will help their business that's important to them, not the designer. They don't care about you. They care about whether or not you can provide what they need.

When it comes to their marketing message, a lot of designers are not putting the client's needs first and foremost in their marketing. So what's the trick? Stop talking about yourself and start talking about the client when promoting your services.

Put your clients' needs first.

It all comes down to your wording. Let me give you two hypothetical examples.

Designer #1has this statement on their home page.

"Need a designer? I'm an award-winning designer with over 15 years experience and I would love to work with you. If you would like to diacuss your project, please schedule a time via my contact form."

Designer #1's statement is all about themself. There's no incentive for the client to hire them. The client may be impressed by the credentials. But there's nothing in the statement telling the client what's in it for them.

Designer #1 delivered a very brief resume for the client to contemplate. Almost as if they were applying for a job position instead of being a professional business for hire.

But if we reworded the same message?

Designer #2

"Do you have an idea that requires a designer? You've come to the right place. For over 15 years I've been helping people just like you with their creative needs. I look forward to working with you on your design project. Please let me know the best time for us to discuss your project via my contact form."

Do you see the difference?

Let's dissect both statements from a client's point of view.

Opening statement:

Designer #1"Need a designer?"

Designer #2"Do you have an idea that requires a designer?"

Remember, a client never needs a designer, what they need is something designed, and someone to do it for them. The design itself is more important to the client than the designer. So Designer #2 wins the opening statement because they appeal to the actual needs of the client. They talk about the problem.

The body:

Designer #1"I'm an award-winning designer with over 15 years experience, and I would love to work with you."

Designer #2"You've come to the right place. For over 15 years, I've been helping people just like you with their creative needs. And I look forward to working with you on your design project."

Once again, Designer #1 is talking about themself, whereas Designer #2 is saying the same thing but from the point of view that takes the client's needs into account.

Closing statement:

Designer #1"If you would like to discuss your project, please schedule a time via my contact form."

Designer #2"Please let me know the best time for us to discuss your project via my contact form."

These two statements are almost identical, yet Designer #1 still manages to make it about them by telling the client, "here's when I'm available, pick a time." Designer #2, on the other hand, is asking the client to pick a time that is most convenient for them, making the client feel in charge.

Both designers may have the same time slots available on their calendars. But the difference in wording changes the emphasis from the designer to the client, creating a subtle difference that could persuade a client to choose Designer #2 over Designer #1.

The power of putting your client first.

These examples use one small paragraph. Imagine if you used this same marketing message strategy across an entire website. A client visiting a site with a marketing message talking about them and their problems would quickly start to feel like the designer behind that site gets them, understands their challenges and their needs. When that happens, the client will start thinking, "I need to work with this designer."

Isn't that the goal of your website? To entice clients to want to work with you?

So stop explaining your skills and your accomplishments, and start weaving those same facts into your narrative as you tell clients how their problems will be solved by working with you. In the end, that's all that matters to the client.

P.S. Once you learn how to create a marketing message that focuses on the client. You'll be able to incorporate this same process into websites you build for those clients, creating high converting sites they will love.

Does your marketing message talk more about you or your client?

Let me know by leaving a comment for this episode.

Resource of the week Divi 4.0

The Divi Theme Builder is a fully-featured website templating system that allows you to use the Divi Builder to structure your site and edit any part of the Divi Theme including headers, footers, post templates, category templates and more. Each Theme Builder template consists of a custom Header, Footer and Body layout. These three areas can be built and customized using the Divi Builder and its full set of modules along with Dynamic Content.

Click here to learn more about Divi 4.0 and to purchase your copy.

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Contact me

I would love to hear from you. You can send me questions and feedback using my feedback form.

Follow me on Twitter, Facebook and Instagram

I want to help you.

Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business, please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at [email protected]

Are you having trouble choosing a name for your design business?

[sc name="pod_ad"]How much trouble are you having choosing a name for your design business? Do you already have a name picked out or are you wracking your brain thinking up and then discarding dozens of names hoping to find one that suits you?

One of the hardest decisions entrepreneurs face is choosing a name for their business.

In a previous episode of Resourceful Designer, I talked about the pros and cons of using your name as your business name compared to using a unique made-up name. Consider this episode a sequel to that one.

Why choosing the right business name is important.

Why is the name you choose for your design business so important? It's important because word of mouth is and always will be a design company's most lucrative avenue for acquiring new clients. Ask any home-based or freelance designer, and they'll tell you that the bulk of their work comes from word of mouth referrals.

Therefore, choosing a good, memorable name could help propel your company by making it easier for clients to spread the word about your services. Whereas, if you choose a poor, hard to remember name, you could impede your company's growth.

Imagine someone asking a friend about web design.

– "Do you know where I can get a website made?"

– "Yes, I heard of this place called 'The Web Design Studio,' you could try there."

OR

– "Do you know where I can get a website made?"

– "Yes, I heard of this place called... 'Stellarific Web Design'? or maybe it was 'Synergific Web Design'? 'Stunningific'... I don't know, it started with an S and had 'ific' at the end of the name. Sorry I can't be more helpful."

Yes, your business name matters.

A process for choosing a name for your design business

Make the process of choosing a name for your design business easy on you by starting with a procedure you should be familiar with.

Chances are every design project you start begins with a design brief. It might be a multi-page document with a detailed analysis of what the design project needs to accomplish. Or it might be a 5-minute conversation where a client briefly explains what they are looking for. Either way, you have a brief to work from to create your designs.

Use the same method for choosing your business name. Create a naming brief. Ask yourself some standard brief questions to help guide you in choosing a name.

1) Who is your target audience?

If you are targeting a niche, it might make sense to choose a name for your business that fits in well with that niche.

If you are targetting small to medium size law offices, then a name such as Rock On Designs may not be suitable. However, if your target market is people in the music industry, then Rock On Designs may be a perfect fit. If you plan on targetting a niche, you may want to consider a name that suits that niche.

For example, Craig Burton's design company is called School Branding Matters. Can you guess who his target market is?

2) Descriptive or Abstract?

Do you want a descriptive name, something with meaning like Reliable Design Services? Or do you want something more abstract like Peacock Creative Agency?

3) Real or Made Up Words?

Do you want a business name that uses real words like Solid Core Creative? Or do you want to create a new word like Ryjo Design Services?

Rember that word of mouth is a key source of new design clients. If you create new words, make sure they're short, easy to remember and easy to pronounce.

Be careful with the fad of dropping vowels from words. It may be cute and the "In thing," but it could also confuse your target market. How many times do you think Chris Do has to say, "That's 'The Futur' without an "e" at the end." I'm sure that can become tedious very fast.

There are no right or wrong names for your business. Names are subjective, just like designs are. What one person likes another won't. Make sure you choose a name that feels right for you and the design market you are targetting.

Criteria for choosing a name.

Here are some criteria you can use to determine a name's effectiveness. Create a grid with potential names listed on the left and these criteria listed along the top. Then assign a score of 1 to 5 under each criteria for each of the names. Once done, add up the scores for each name, and the one with the highest score is probably the best choice for your design business.

Assign a score from 1 to 5 for each of the following criteria.

• Distinctiveness (How distinct is the name? Ex. Joe's Design Studio probably ranks a 1 or 2, whereas Joe's Emporium of Creativity ranks a 4 or 5)
• Emotional Impact (What emotional impression does it give clients? Joe's Design Studio doesn't enlist much of an emotional response, but Amazing Creations Design Studio does.)
• Clarity (Do people know what the business does just by hearing the name?)
• Pronounceable (Is the name hard for people to say?)
• Memorable (Is the name easy to remember?)
• Trademarkable (Can the name be trademarked?)

Do Your Research

Once you come up with a solid list of potential names for your design business, it's time to do your research.

The problem with discovering the perfect name for your business is, if the name is that good, chances are someone thought of it before you.

Before you get too excited about a name, do some research to see if you can use the name. Start by Googling the name and see what comes up. Are there any other design businesses using it or a very similar name? Make sure you search broadly enough. There may not be another graphic or web designer around with the name you like. But what about interior designers, fashion designers, or even cake designers?

If you are in the USA, try searching through the U.S. Patent and Trademark website. It's an excellent place to see if anyone has already registered the name you like.

Companies in different industries can sometimes have the same names providing there is no chance of mistaking one company for the other. For example, "Crowd Pleaser Creative Services" and "Crowd Pleaser Pool Installations."There is little chance a client will mix up these two companies.

Just because another design company has the same name as you doesn't necessarily mean you can't use the name. It all depends on where they registered the name. A name registered in the USA doesn't prevent someone from registering the same name elsewhere, such as in Canada or Australia.

Contact your local municipality's business resource center and get their advice on registering your business name. They'll be glad to help.

I highly suggest you get a lawyer involved when it comes time to register your business name. It's good for you to do your research, but a lawyer who specializes in business law will have more resources available to make sure the job is done correctly. Hire a lawyer to vet your name before you spend money trying to register it.

Simple names are not always the best names.

Something else to avoid is using common words or popular "keywords" when naming your business. Earlier I used an example of a web design business called The Web Design Studio. In reality, The Web Design Studio is not a very good name for a business because it will be almost impossible to rank for it in search engines since it's a term used by many web design businesses.

What it comes down to

The name you give your design business is one of the most critical touch points for anyone encountering your business. You can update logos and branding reasonably quickly, but not so much with a name. However, your business name, although important, is only one facet of your business. A great name won't guarantee success, just like a less than ideal name doesn't ensure failure.

It's up to you to ensure that the business you are running creates a strong foundation for your business name to live up to. As long as the name you choose reflects your brand and values, you should be good.

How hard was it for you to come up with your business name?

Let me know by leaving a comment for this episode.

Questions of the Week

Submit your question to be featured in a future episode of the podcast by visiting the feedback page.

This week's question comes from Pauline

When you're brand new in business, should you price a little lower at first, or are you storing up trouble for later?

To find out what I told Pauline, you'll have to listen to the podcast.

How do you answer the question, "What do you do for a living?"

Does this sound familiar? You meet someone for the first time, and they ask, "What do you do for a living?" and you reply that you're a graphic designer or a web designer or a UX Designer or whatever form of designer you identify as. Then one of two things happen. The person you're talking to replies with "that's great" and then immediately changes the subject. Or, they show a mild interest and ask you to explain more. Perked up by the inquiry, you stumble through your repertoire that you design logos and websites and posters and brochures and t-shirts and tradeshow booths, etc. etc. etc.

Pretty soon, the person you're conversing with is smiling and nodding with a glassy-eyed expression that indicates they regret asking you for more details.

That's the problem with our industry. Most people have heard of designers, but unless they've dealt with one of us before, they have no idea what it is we do. And when they do find out, they quickly realize they don't care.

Saying you're a graphic designer is not the same as saying you're a firefighter, or an electrician, or a dentist, or an accountant. All these professions have a distinct image in people's minds. Sure, there are many different types of accountants, but regardless of what branch of accounting someone works in, most people understand that an accountant spends their day working with numbers. That's the acknowledged impression of who an accountant is.

But when it comes to designers. Most people don't know what you do on a day to day basis, nor do they care. And the reason most people don't care is that most designers are not clarifying their brand message when it comes to presenting themselves.

The proper way to respond when someone asks you, "What do you do for a living?" is not to talk about yourself; instead, you should be talking about your ideal client and how you solve problems for them.

The idea for this topic came to me after reading an article on Medium titled Stop Calling Yourself A Freelancer, written by Andrew Holliday of Special Sauce Branding. If you've been following Resourceful Designer for a while, you'll know that I don't like the term freelancer, I find it demeans what we do as designers. The connotation behind the term freelancer is someone who is flighty and doesn't take what they do seriously. I've never called myself a freelancer. I'm an entrepreneur, a business owner. And the business I chose is design.

While reading Andrew's article, I found myself agreeing with his statements, especially on how people perceive freelancers as interchangeable commodities. Then one part of his article jumped out at me. A section titled "Clarify Your Message."

In his article, Andrew states that the easiest way to clarify your brand message, one that connects with your ideal client and doesn't just sound like spewed blabber about yourself, is to write a brand script and memorize it.

And it's so easy to write a branding script. All you have to do is complete these four sentences.

1. My client is...
2. They struggle with...
3. I help them by...
4. The one thing that makes me different is...

That's all there is to it.

By completing these four simple sentences, you'll have a script that provides structure for your business, your brand, AND all your marketing for your design business. It identifies your ideal client, it defines their problem, it solidifies your solution, and it states why you are the perfect design partner for them.

Now, maybe you're thinking, "I'm not going to say all of that when someone asks me, "What do you do for a living?" and you'd be right not to. It's overkill. This script is meant to clarify your brand message for YOU.

When it comes to the "What do you do for a living?" question, you need to simplify your script to a single sentence. As Andrew put it, it's your brand one-liner.

Your brand one-liner is something you'll be able to use on your website, your social media accounts, your marketing material, AND in every conversation you have where you talk about what you do. Especially when asked, "What do you do for a living?"

Here's how you shorten your script down to a single one-line sentence. You take what you composed for your four-line script and break it down to this.

I help _______________ to _______________.

For example, I help small businesses to grow their customer base with a strong brand image. Or, if you want to be a bit more creative, I help small businesses to clobber their competition with comprehensive sales funnels that drive sales through the roof.

Now those are conversation starters that are sure to peak interest, especially if the person you're talking to is a small business owner.

Once you have your brand one-liner figured out and memorized, you won't be stumbling over an answer the next time someone asks you, "What do you do for a living?"

If you are interested, Andrew, who wrote the Medium article inspiring today's topic, has a worksheet to help you craft your brand script.

What's your brand one-liner?

Do you already have a brand one-liner, or are you now planning on writing one? Please share it in the comments for this episode.

Questions of the Week

Submit your question to be featured in a future episode of the podcast by visiting the feedback page.

This week's question comes from Pauline

How do you manage holidays/vacations, both in terms of responding to initial inquiries, and/or making progress on current projects?

To find out what I told Pauline, you'll have to listen to the podcast.

Resource of the week BackBlaze

Never Lose a File Again with the World's Easiest Cloud Backup. Backblaze gives you peace of mind knowing your files are backed up securely in the cloud. Just set it up and forget about it. Backblaze works in the background and automatically backs up new and modified files.

With their Version History feature, Backblaze allows you to quickly revert to a previously saved version of files you have backed up. 30-days of Version History is available on all plans. For a small monthly fee, Version History can go back as far as 1-year or more.

The Map Your Computer feature allows you to track your computer via an IP address or even the ISP it's using. Perfect in the event your computer is misplaced or stolen. Coordinate with the police and get your hardware back.

Hard drive crashes are only one thing you need to worry about. Your files are also vulnerable to hardware theft and natural disasters such as floods, fires, earthquakes etc. With Backblaze, you can rest at ease, knowing your business files are safe no matter what happens. Backblaze works on Mac or PC and starts at just $55/year.

When pitching, do you position yourself as an Investment or an Expense?

I've covered a similar topic to this in a past episode of the podcast. This time around, I don't want you to think like a designer. Instead, I want you to put on your entrepreneurial hat, and think like a business owner.

As a business owner, what is your number one goal? If you answered anything other than growing your business, you need to rethink your priorities. Any business owner who's first goal isn't to grow their business, might as well throw in the towel and find a job working for someone else.

Don't get me wrong; according to Entrepreneur.com, there are plenty of reasons to start a business.

• To provide a needed service
• To help people
• The Freedom it gives you
• The pride of ownership
• Allows you to follow your passion
• Gives you more flexibility
• Lower taxes

However, regardless of why someone starts a business, if their priority, once the business is running, isn't growth, then failure is almost a sure thing. Because in the business world, standing still is the same as going backward.

With that in mind, what is one fundamental way to grow any business? Let me give you a hint. To make money, you need to... SPEND MONEY.

For any business to succeed, the owner has to spend money on the company's behalf. And there are only two types of spending when it comes to business — spending as an investment or an expense.

What's the difference between spending as an investment or an expense? The difference is ROI, Return on Investment.

When spending money on a business the owner needs to determine whether or not there is an expectation of return from that spending. With an investment there is. The same cannot be said of an expense. Have you ever heard the term ROE - return on expense? I haven't. An article on the website Ratchet and Wrench states "you can recover an expense, but only by identifying it and reframing it as an investment"

So with an expense, a return is not expected. However, there is a return expected with an investment. The very definition of an investment is "to allocate money in the expectation of some benefit in the future."

So once again, thinking like a business owner, what do you think will help you grow your business faster? Spending money on an expense or spending money on an investment?

The obvious answer is as an investment. The tricky part is knowing how to identify which is which.

Investment vs. Expense.

How do you know when an expenditure is an investment or an expense? Is a building an expense or an investment? What about a vehicle? Office furniture? Decore? Association or Memberships fees? Training?

It can sometimes be challenging to identify because many spendings could fall into either category. A business owner needs to be able to identify, which is which and try to minimize expenses while spending on investments to grow their business.

Ok, you can take off that entrepreneurial hat and start thinking like a designer again. As a designer, whenever you pitch an idea to a client, be it a logo design, a new website, a car wrap, or a trade show booth. Are you consciously positioning yourself as a business expense or as a business investment?

Are your clients wondering how much your services will cost them, or do they imagine how much your services will earn them? Do you see the importance of that distinction?

As soon as you flip that switch, and get clients thinking about the ROI, the return on their investment with you, then the price you charge isn't an issue anymore. When done right, the client will think you are not charging nearly enough and sign your contract before you come to your senses.

How to position yourself as an investment.

The way to position yourself as an investment is by showing your client the value you bring them.

For a logo design project, you want to explain how the new logo will be memorable, increase client retention and familiarity with the brand and grow the customer base. More customers sound good to any business owner.

Plus, a new logo can rank at the top of the market and possibly even surpass the competition's brand imagery. How much is it worth to a business to be seen in higher standards than their competition? $1,000? $5,000, $10,000?

There's much more to successfully pitching a branding project, but you get the idea. Your part of the selling process is much easier when the client sees you as an investment.

For a web design project, never agree to a web project simply because "the client needs a website." It's a given that every business needs a website, but there's much more to it. Why do they need a website? If a client's only reason for a new site is because everyone else has one, then what you are offering is an expense for the client.

However, by positioning the website as a client acquisition tool that, once again grows its customer base, increases their sales rates, brings more awareness to their brand, etc., etc. Suddenly the cost of the website changes from an expense to an investment.

So many designers struggle with pricing. They are afraid to let the client know how much a project will cost, for fear of losing the job. Don't be like them.

Prepare your clients by showing them how hiring you is an investment and not an expense, and the cost often becomes a moot point. When taking the ROI of their investment into consideration, most clients will think you are not charging enough.

When done correctly, you will discover just how easy it is to land design projects.

How are you positioning yourself?

Let me know by leaving a comment for this episode.

Do you claim all the business expenses you're entitled?

[sc name="pod_ad"]Are you aware of all the things you can claim as business expenses when running a home-based design business?

You've heard the saying, "You need to spend money to make money"? People quoting that often neglect to inform you that some of the money you spend running your design business, can be recuperated as business expenses.

If you are running your own design business, you really should enlist the help of a professional when it comes to filing your taxes. If not, you could be losing out on entitled money. The cost of hiring an accountant or bookkeeper is a wise investment when it comes to doing business.

With that said, I am not an accountant or bookkeeper. I'm going to share some often overlooked expenditures that may qualify as business expenses for you. Please verify with whoever prepares your business taxes if you are allowed to claim any of the following.

People

In the course of running your design business, you may need to hire external help. The money you pay these people may qualify as business expenses.

• Virtual Assistants
• Business Coaches
• Contractors (illustrators, programmers, developers, designers, etc.)
• Massage Therapists / Physio Therapists (after those long days sitting in your chair)
• Counseling
• Accountant / Bookkeeper

Subscriptions

As a designer, there are plenty of reoccurring expenses when it comes to your design business. You can claim many of them on your taxes.

• Design Software
• Wordpress Plugins
• Software Addons
• Membership / Club fees
• Magazine subscriptions

Business Expenses

You can claim the costs involved with running and promoting your design business as business expenses.

• Advertising fees
• Delivery and Shipping Costs
• Legal, accounting and professional fees
• Tax prep
• Bank fees
• Processing fees

Travel Expenses

You can claim business-related travel expenses, whether it's to a conference or to see a client, on your taxes as business expenses

• Conferences costs (travel, hotel, ticket fees, meals)
• Networking event fees
• Travel Expenses (fuel, parking, rental, car wash, maintenance)
• Vehicle expenses, including interest on loan or lease payments.

Home Office Expenses

• Office Decorations
• Work Clothes (must be branded to your business)
• Cleaning (house, yard)
• Office Supplies

Personal Expenses

• Computer Glasses
• Cellular phone
• Computer Tablet
• Smart Watch
• Training / Courses
• Child Care

These are only a few of the hundreds of things that may qualify as business expenses.

In some cases, you won't be able to claim some of these items. It all depends on your situation, your business, and where you live. Check with your accountant. They'll know what you can and cannot claim.

I go into more detail on each item on the podcast. Be sure to listen to the episode for the full story.

What unusual item have you claimed as a business expense?

Let me know by leaving a comment for this episode.

Tip of the week Entrepreneur Mindset

I heard someone quote Tony Robbins on a podcast recently. To paraphrase the quote, "Being an entrepreneur is 80% mindset and 20% mechanics." I couldn't agree more. Without the confidence and proper mindset, you will not succeed. And when you do have the appropriate confidence and mindset, the actual running part of your business should come easily.

As Henry Ford put it, "If you think you can, or you think you can't, you are right." So when it comes to running your design business, make sure you have a "CAN" attitude. It will make things so much easier.

Listen to the podcast on the go.

Listen on Apple Podcasts Listen on Spotify Listen on Android Listen on Stitcher Listen on iHeartRadio

Contact me

I would love to hear from you. You can send me questions and feedback using my feedback form.

Follow me on Twitter, Facebook, and Instagram

I want to help you.

Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business, please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at [email protected]

There's wisdom in all of us.

I chose the title "With Age, Comes Wisdom" for this episode not because I believe I'm very wise, but because it's inevitable that as time passes, all the ups and downs, the successes and failures, the roadblocks and overcome hurdles all add up. And whether you realize it or not, each one of them helps in its own way to shape you into the wise person you are now.

As I approach my 50th birthday, I can't help but reminisce and ponder the choices I've made in my life, the paths I've followed, and of course the journey that's still ahead of me. And I've come to appreciate better something I'm sure you've known for a long time. And that is, that with age comes wisdom. And what use is wisdom if you can't share it with people?

I'm not talking about being a know it all. Please, don't be a know-it-all. I'm talking about using the knowledge you've gained over time, whether you're 20, 50 or 80, to help the people you serve. Including your family, your friends, people in communities you frequent, and yes, your design clients as well.

I've said it before on the podcast but let me repeat it. No matter what stage you're at in your design career, to everyone out there who knows less than you, you're a professional. Even if you're fresh out of school and have never worked on a real client project, when it comes to designing, you are a professional compared to the majority of people out there.

Hold on to that thought every time someone questions your prices or tries to negotiate a "special deal for exposure" with you. You are wiser than that, because of the time you've put in to get to where you are. Nobody can take that away from you, and nobody has the right to devalue what you've learned during that time.

Have I ever told you that Resourceful Designer is the third name I chose for this podcast?

I first came up with the idea of doing a graphic design podcast in 2014, shortly after I turned 45. I had just passed the threshold of the early 40s to late 40s. I know there's the whole mid 40s thing but face it, once you hit the five mark, you're on the downward side of that hill.

As I realized I was in the latter part of my 40s, I started looking at my future. I began having thoughts in my head saying, "who's going to want to hire a 45-year-old designer, let alone a 50, 55 or 60-year-old designer?" Especially with all the tremendous young design talent that is emerging these days. Not to mention the up and coming generation that's seeing business owners, managers, CEOs in their early 30s if not their 20s. Wouldn't they want to partner with someone closer to their own age?

Luckily I didn't stay in that funk for too long. sIn fact, it didn't take me that long to appreciate that at 45, I had accumulated a lot of useful knowledge and skills. Wisdom if you will, that could be very useful to that same younger generation of businesspeople. I had 15 years of experience working at a print shop, plus another nine years running a successful design business.

At that time, I had already been podcasting about TV shows, so I knew what I was doing, so I decided to start a design-related podcast. I was going to call it The Aging Designer.I even designed the logo and website.

I was going to use the podcast as a platform to talk to 40, 50, 60-year-old designers and remind them that we still have a lot to share with the younger generation. I recorded an introductory episode but never published it.

I sat on that podcast idea for quite a few months, not doing anything with it because something didn't feel right about the whole concept. I ended up sharing my frustrations with some trusted podcast friends, and they told me that the knowledge and wisdom I wanted to share, although useful to people my age and older, might better serve a broader audience.

That's when I switched gears from how to survive as an ageing designer, to how to grow and thrive as a home-based or freelance designer. So with renewed enthusiasm and a clearer path for the podcast, I renamed the show The Wise Designer (I never designed the logo). However, I soon started thinking that calling the podcast The Wise Designerpeople might think I was pretentious. So after some more contemplation, I settled on Resourceful Designer, and I'm glad I did.

The word "resourceful" has helped me stay on track and navigate the direction of the show. The podcast allows me to share my experiences and knowledge, you can call it wisdom if you want, with designers like you.

I'm talking to you, designer to designer. I don't know how old you are. I don't know at what stage of your design career you're at or what discipline of design you are pursuing. I don't know where in the world you live, your background, your heritage. None of that matters in the context of Resourceful Designer.

What does matter is that you're a designer who cares enough about your current or potential business to listen to my podcast. That's what counts.

Since I launched Resourceful Designer, I've probably gained more value from doing it than you have from being a listener. It keeps me rejuvenated. It keeps me curious. It keeps me informed. And it makes me feel relevant.

I'm turning 50 this week, and I'm ready to embrace it. I'm prepared for whatever lies ahead on my journey.

Those doubts I felt turning 45 are way behind me. I have more today to offer as a designer than I have at any part of my career to date. And I hope you feel the same way, no matter what stage of life or your career you're at right now.

Embrace ageing. Appreciate the skills you're accumulating, the knowledge you're gaining, and package it all up in that ball we call wisdom. And use that wisdom to benefit those around you. Even if it's just to explain to a client why making the logo bigger won't help.

What do you think?

Let me know by leaving a comment for this episode.

Resource of the week Resourceful Designer Community

The Resourceful Designer Community is an active community of designers with a common goal, a goal of improving and growing their design business.

The Community is for designers of any levels. Current members include designers just starting their business, members with agency experience, members with knowledge of web design and print design, all willing to share what they know.

The Community interacts via a private and very active Slack group, with new conversations happening every day.

There are also regular video meetings. These video chats are where the magic happens. By seeing each other's faces and interacting directly with each other, members become closer and more invested in what each of their fellow members is doing with their business. If a member can't make the live video chats, they can view the recording which is archived for members to watch at their convenience.

If have your own design business or are thinking of starting one, regardless of your skills as a designer, and you are looking for a tight-knit group of designers to help you by being mentors, confidants, and friends, then you need to be part of the Resourceful Designer Community.

Listen to the podcast on the go.

Listen on Apple Podcasts Listen on Spotify Listen on Android Listen on Stitcher Listen on iHeartRadio

Contact me

I would love to hear from you. You can send me questions and feedback using my feedback form.

Follow me on Twitter, Facebookand Instagram

I want to help you.

Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business, please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at [email protected]

When was the last time you updated a piece of software?

Think about the last time you updated a piece of software. Whether it was an app on your phone, a website plugin or theme or an application on your computer. When you updated it, did you look at why it was being updated by reading the release or change notes?

There are three main reasons why a piece of software requires an update.

1. Bug Fixes
2. Security improvements
3. New Features and Functionality

Do you know which of these reasons each update you perform is for, and why it was released?

We've been taught to update without thinking about the reason.

It's become so easy these days to update software. Our phones have a convenient "Update All" button, so we don't have to scroll and update each app individually. There are convenient services that allow you to manage and update multiple WordPress websites from a single dashboard. Even the software on your computer makes it easy. Most of the time, a popup will appear informing you of a new update and asking if you want to update the program right away or do it later. In some cases Later will happen in the background without you needing to be there.

What added new features and functionality do those apps, plugins, and software you download offer? By not paying attention to why there's an update to a piece of software, are you being left behind? Are you missing out on functionality that may improve your processes and your abilities as a designer?

I remember back in the day when physical floppy disks or CDs were required to update software. In those days, software companies would mail you promotional material showcasing all the great new features they were adding to their program hoping you would purchase it. I also remember reading magazine articles leading up to the new releases describing how each new feature would make my life easier. With today's subscription models, software companies don't need to sell us with the hype of new features, they already have our money.

I remember reading about the upcoming version 3 of Adobe Photoshop with the introduction of great new features, including one called Layers. I just had to have it, no matter the cost. By the time I received and installed the latest versions, I knew every new feature available to me and whether or not it was something I would use.

Nowadays, there isn't as much fanfare with software releases as there used to be. We've been conditioned to automatically click when we see a little red dot without giving it much thought. Maybe it's just me not being on top of things or following the right blogs or social media accounts, but I don't think I'm the only one in the dark. Are you're like this too? It makes me wonder what other features programs such as Adobe Illustrator and Photoshop have that I don't know about that could benefit me.

Adobe regularly releases a major update for all their programs each October. Many Adobe users, myself included have absolutely no idea what new features Photoshop, Illustrator and all the other CC programs will have. There are probably articles highlighting what new features to expect. But unless you search for them, there's a good chance you'll update your software without giving it much thought. What will you be missing out?

If you want to improve your productivity, increase your skills, and add to your toolbox, the next time you update an app, plugin, or software, read the changelogs or release notes. Learn why the update was released and what possible new features and functionality they offer.

So let me ask you again, when you perform a software update, do know why?

Let me know by leaving a comment for this episode.

Questions of the Week

Submit your question to be featured in a future episode of the podcast by visiting the feedback page.

This week's question comes from a member of the Resourceful Designer Community

I have a website project that has stalled out and has been dormant for several months. My client is unable or unwilling to provide me what I need to complete the site. The copywriter I hired is demanding full payment for her services even though there's still some outstanding copy to be written that's dependent on what the client still needs to provide me. Should I be paying the copywriter her full fee even though not all the agreed upon copy was written?

To find out what I told them, you'll have to listen to the podcast.

Resource of the week Careful Cents article on Lowering Invoicing Fees

Do you use PayPal as part of your invoicing process? Are you aware of the fees you are paying to use the service? Would you like to lower those fees and keep more of your hard-earned money? Decrease PayPal Fees: 5 Ways To Lower Invoicing Feesis an article on Careful Cents that may be able to help you do just that.

Sure, transfer and processing fees are the costs of doing business. But lowering those fees by even half a percent could save you thousands of dollars each year and put more money in your pocket.

Listen to the podcast on the go.

Listen on Apple Podcasts Listen on Spotify Listen on Android Listen on Stitcher Listen on iHeartRadio

Contact me

I would love to hear from you. You can send me questions and feedback using my feedback form.

Follow me on Twitter, Facebook, and Instagram

I want to help you.

Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business, please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at [email protected]