Choosing the right design company

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Design is a subjective issue and we all have an idea of what we like. The point to remember is that a good design company will create a solution that answers the brief, and that may not be to your personal taste. You need to appoint a designer in who you have confidence to produce a return on your investment.

You want to be sure you make the right choice so consider the following:

• are you looking for a designer or just a printer – most printers offer a very basic artwork service at a low cost which may be fine if you only want a cheap flyer but don't expect the range of skills or attention to detail you'll get from a trained design professional.

• research online, a good design company will have examples of their work and some background information to help you make your choice.

• Is there a transparent price structure and can you get assurance there will be no unexpected additional costs, and will you be charged extra for making minor changes etc.

• can you meet the designer who will be working on your project? Some companies pass projects on to junior staff once they have secured the work.

• can you work together – make sure there are no personality clashes, particularly if your project will take some time or you're looking to build a long-term relationship.

It's a good idea to draw up a list of questions like how long has the company been in business? What is their speciality, if any? Do they handle all work in-house or sub-contract to other suppliers? Can they provide references or testimonials from satisfied customers?

Don't be afraid to ask about your concerns, a good design company will want your work and want you to feel confident from the start.

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Planning your design project

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Successful delivery of your new brochure, website or advertising campaign need not be a logistical nightmare. A little time spent planning and choosing the right design company can pay dividends and ensure you get value for money.

First draw up a simple list including stages, deadlines and budget, then build in a contingency if possible. A good design company will manage the project and control costs to meet your agreed budget, but it might pay to have some extra funds up your sleeve in case you want to add a special finish or increase the print run at the last minute. Be aware that this might also affect delivery dates.

Your design company will discuss the project with you and together you should agree a creative brief. This is the framework for their creative work and it's important you are both clear about the objectives and chosen direction from the outset. At the same time you should approve costs on all items and define terms of payment – it's not unusual to make stage payments on some larger projects as the design company might have to pay photographers or other specialist suppliers. Another good idea is to identify how many sets of revisions or alterations are included in the price, most design companies will be reasonable about this.

Once the brief, costs and deadlines are agreed sit back and let the designer get to work. Providing you have confidence in your choice of designer it should be plain sailing from here, a professional company will take the load and manage your project to completion with minimum hassle for you, the customer!

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Copywriting - write or wrong?

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Like photography, copywriting is really best left to the professional. While it's tempting to think putting a few words together does the job, so often a brochure or advertisement can be ten times more effective with skillfully crafted copy.

Where the budget won't stretch to the full services of a copywriter a good alternative is to supply draft text to be edited and improved.

A common pitfall with writing your own copy is you can be too close to the technical aspects of your product or service which can make for dull reading for others (see bullet points below). A copywriter will engage the reader and convey your information successfully by using the appropriate tone and language.

Another benefit from using a copywriter at the start of a project is their creative input. In bigger agencies the creative head can often be a copywriter who will provide the creative direction for art directors and designers.

If you write your own copy follow these simple rules:

• keep it simple – keep your language clear, crisp and concise
• be specific - where possible give facts, they add credibility and facts sell!
• be personal - write as if you are talking to just one prospect
• headlines work - responsible for 80% of your response your headline should
a) pose a question or
b) give a command or
c) be a testimonial
• write from your customers point of view
• talk about benefits, not features
• read your copy out loud to someone
• expect to refine and rewrite it several times

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Image is everything, Professional photography

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Great images can really add to the impact of your material whereas low resolution grabs from websites look unprofessional and create a poor impression. There are different ways to obtain high quality images including:

• commissioned photography
• photo stock libraries
• professional bodies

A professional photographer will advise you on the type of shot you can achieve and you'll be able to see the various lighting effects and angles, this will give you exactly the image you want and it will be yours to use freely in future marketing. A design company can art direct the photographer to achieve the best result and will be familiar with how professional photographers work and what to expect. The image can also be enhanced or retouched to your requirements by any good design company giving you a unique and personalised result.

Most photo stock libraries offer royalty free or rights managed images from a huge selection available singly or as collections on cd. The disadvantage here is you may not find exactly the type of shot you require and of course everyone else is also free to purchase and use the same image.

If you are a member of a professional association or trade body, they may hold a photo resource for use by their members for a fee. This can be a cost effective way of using high quality photography. Some suppliers may also hold photography of their product for use on request.

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Trumpet blowing - using testimonials

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Nothing says more about your service than a happy customer.

Testimonials are a staple ingredient in direct marketing where their effectiveness has been proven for many years. An honest testimonial can be enough to convince new customers and close the sale – don't underestimate their power.

Contact your six best customers and ask them if they would be willing to put together a short piece about your product or service. You might offer to draft the testimonial and submit it to them for approval to save them time and effort. Try and gather views that cover various aspects of your service offering, for example – one on the value of your product, another praising your customer service, and so on.

Use these testimonials in emails, advertising, on your website and in any correspondence with new customers to reinforce your service and add credibility. This affirmation can also have a positive effect on your own staff morale and increase confidence and performance.

Testimonials are one of the most effective ways you can blow your own trumpet to convince new customers that yours is the product or service to choose – and they're completely free!

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