2009 was the year everything changed: How you did business, what your clients came to value about you and your art, and what they did not. While the core of your creative business did not (and should not) have changed, its presentation almost surely did.
The New Year is here. As this is a (relatively) slower time for most of your businesses, I am sure many of you are very busy planning, selling, designing, addressing issues and all around getting ready for what 2010 will bring. However, if you are not paying attention to how your business and your market has changed, and what your clients value most about you and your art TODAY, your work will likely be in vain.
If you hold yourself out as a planner, but your clients now come to you for your design eye, then you have to develop this strength. If you are a photographer, but your clients come to you for your layouts more than the actual image, then perhaps you should consider growing that part of your business. If you are an interior designer and your clients now just want your style advice as much as they want your design, cultivate that. As much as you would like to control how people view and value you, your art and your creative business, you can’t. All you can control is the integrity of the work and ensure its presentation reflects this integrity.
It does not matter that in 2009 a problem employee, website, blog, system or customer service issue screamed far louder than the success of a new product, process or design. The squeaky wheel cannot get the grease. Focus now on developing and growing what you have done well, on what the market has responded to best, and leave the problems for later.
The art your clients value most is what is most valuable to you. Your understanding and acceptance of what your clients value most should inform what your first moves should be in 2010: anything that makes that value clearer, more readily available and the highlight of your business. If that means a new website, blog, customer service protocol, production process, then that should be what you do first. If you have to do all of the above, choose the one that will have the most impact on the market seeing the new “you” and do that first.
{ 6 comments }
Great read and insight!
You are so right. I’ve never really looked at it that way before so rather than struggle with that perception it makes sense to cultivate it.
You are so right. I’ve never really looked at it that way before so rather than struggle with that perception it makes sense to cultivate it!
The art your clients value most is YOU is what I take from your insightful post. Your interpretation, your design skills, your outlook! If only I could convince my wedding planning clients to see that point and break away from the proverbial pack, I’m sure their businesses would be more enjoyable and profitable.
Thanks for another bit of inspiration for me to share, Sean.
I agree; what clients value the most should drive your focus. I rely on my sales numbers to guide me because sometimes my emotional attachment to a particular offering clouds my vision, but the numbers don’t lie.
I couldn’t agree more Sean. It is so important to understand what REALLY attracts your clients. It may not be what you think it is or what you want it to be.
Find out why the clients that love you-love you. Then capitalize on it.