A Different Perspective

We are all programmed to perceive things with our own bias.  If someone says to you, “Wow that is really expensive”, what do you do?  Try to justify the price?  Negotiate?  Smile? Snicker?  Now what if someone says, “I am not sure I understand”, what do you do then?  Most of us would try to do our best to explain ourselves better and do it gently, calmly, patiently.  Here is the kicker: for 99% of all creative businesses, it is the same question.  You just choose to hear it differently.

Everyone these days wants to get to the lowest common denominator.  Whether it is all about price, what is included, or some combination of the two, the race to the intelligible sound bite is never ending.  Your client can understand what you are selling and you do not have to work so hard to describe your art – other than, “it is like the other guy, just better”.  I see it everywhere.  Packages, list of services, investment, even every seal of approval known to graphic design – this list, that top ten, this best of.  Except it is all noise, a distraction from what lives underneath – the implied contract between you and your (potential) client that they can trust you to bring their vision to life beyond their wildest expectations.  So when they question your price they are telling you that they do not trust you to create for them.  Which is much closer to I do not understand why buying these ten roses will make the statement I am asking for than it is you are ripping me off.  Yet, most creative business owners choose to hear the latter and respond accordingly.

So here is an exercise.  Imagine there was no internet, no fax, telex, phone.  You just landed your most prized client and you want to tell your best friend who lives across the country.  Your best friend knows nothing about what you do but adores you and is your biggest fan.  She also loves details in a story.  Write her a letter telling her how it all came to be, how you plan on handling it, what you are thinking of doing creatively, how you will make it come alive and even what you want to do to say goodbye.  Tell her with all of the passion you have for the art that you create.  You are excited because it is all that you want and she needs to hear the excitement leaping off the page.  Truly, it does not matter to me whether you have been in business 15 minutes or 15 years, your story is your own.

Now you have your perfect world.  Your manifesto.  To which, I would ask, why is not your real world?  Why not use the letter to describe the ins and outs of what it is that you do.  Edit, of course, but do not apologize.  When faced with questions about price, process, intention, you have your answer(s).  Once you have your letter and have integrated it into your creative business, then for one week, hear EVERY question that comes your way as, “I do not understand, can you please explain it to me”.  Do not answer with justification or excuse, but simply with your best effort to teach whoever is asking the answer based on your manifesto.  Those who are rooting for you will listen.  Forget about those who will laugh, they are irrelevant and their laughter makes their position plain (what a favor).  If the practice is successful for you, then why not challenge yourself to hear other places with different ears, see things from another perspective.  There are no short cuts to honest, exposed communication, but the rewards more than justify the effort.