The Key To Selling High Ticket Graphic Design
Summary
TLDRThis video aims to help freelance graphic designers understand the difference between selling designs and design services, emphasizing the importance of offering value to clients. It explains why some designers can charge higher fees, suggesting a shift from a transactional to a high-value service mindset. The speaker outlines nine key points for becoming a high-value designer, including mastery of craft, client-focused approach, and continuous improvement, ultimately guiding designers to increase their income by building a brand of value.
Takeaways
- 📈 The video aims to help freelance graphic designers understand the concept of value and how it can increase their earnings.
- 🤔 It poses the question of whether designers are selling 'designs' or 'design services', emphasizing the importance of understanding the difference.
- 💰 The script suggests that offering more value is key to charging higher prices for design work.
- 🔨 Mastery of one's craft is a fundamental requirement for becoming a high-value designer.
- 🔍 High-value designers focus on client needs and offer a 'white glove' customer experience, going beyond just delivering a design.
- 📝 Asking the right questions before starting a project is essential for high-value designers to understand client needs and offer tailored solutions.
- 🚫 Being honest about limitations and setting correct expectations is crucial for building trust with clients.
- 🕊️ Under-promising and over-delivering can help designers stand out and offer more value to their clients.
- 🔄 Continuous improvement and having a learner's mindset are important for designers to stay relevant and improve their skills.
- 🛍️ Offering related high-value add-on services can increase the overall value provided to clients and boost earnings.
- 🌟 Building a brand of value around oneself and one's business is the ultimate goal for designers looking to charge premium prices for their work.
Q & A
What is the main goal of the video?
-The main goal of the video is to explain the concept of value and how it can help freelance graphic designers make more money by selling higher ticket projects.
What is the difference between selling designs and selling design services according to the video?
-Selling designs is often transactional and commoditized, where the designer simply delivers a specific design as requested by the client. Selling design services, on the other hand, involves providing a high-value service that includes additional related services and a more personalized customer experience.
Why is it important for a designer to understand the difference between selling designs and design services?
-Understanding the difference is crucial for a freelancer to be able to sell higher value projects and distinguish themselves from competitors offering commoditized services.
What are some examples of transactional design services mentioned in the video?
-Examples include minimalist logo design, T-shirt design, and business card design, which are often general services that can sometimes be generated using AI or design tools.
What is the alternative to selling transactional design services?
-The alternative is to become a high-value designer who provides more than just the design, such as brand guidance, consulting, website design, and other related services that add value to the client.
What are some key points to becoming a high-value designer?
-Key points include attaining mastery of the craft, focusing on client needs, asking questions, under-promising and over-delivering, suggesting related high-value services, being honest about limitations, delivering on time, following up after the project, and continuously improving skills and business acumen.
Why is it essential for a designer to master their craft before attempting to sell high-value services?
-Mastering the craft is essential to build trust with clients and prove that the designer is capable of providing high-quality services that justify the higher price point.
How can a designer offer more value to their clients?
-A designer can offer more value by providing a white-glove customer experience, understanding the client's needs, offering related services that complement the initial project, and going above and beyond to meet and exceed client expectations.
What is the significance of having a client-first mindset for a designer?
-A client-first mindset helps a designer to focus on the client's needs and build trust, which can lead to higher-value projects and a more successful business.
What is the potential outcome for a designer who successfully transitions from selling designs to selling high-value design services?
-The potential outcome includes the ability to charge higher prices, increased business growth, and becoming an invaluable extension of the client's team.
How does the video suggest a designer can start making the transition to selling high-value services?
-The video suggests starting by adopting a client-first mindset, focusing on offering value, and continuously improving skills and services to differentiate from commoditized offerings.
Outlines
💰 Understanding the Value of Design Services
This paragraph introduces the concept of value in the context of graphic design services. It challenges designers to consider whether they are selling designs or design services, emphasizing the difference between a commoditized service and a high-value service. The speaker aims to explain why some designers can charge significantly more than others by focusing on the value they provide to clients. The key message is that understanding and offering value is crucial for freelance graphic designers to increase their earnings and move away from low-cost, transactional design work.
🚀 Becoming a High-Value Graphic Designer
The second paragraph outlines nine key points for graphic designers to become high-value service providers rather than just selling transactional design services. Mastery of one's craft, client-focused approach, thorough questioning before starting a project, under-promising and over-delivering, suggesting high-value add-on services, being upfront about limitations, timely delivery, post-project follow-up, and continuous learning are highlighted as essential steps. The speaker encourages designers to adopt a client-first mindset, build trust, provide advice and guidance, and become an invaluable part of the client's team. The goal is to move away from being a commoditized freelancer and to offer services that are compelling and of higher value, which can lead to increased business and higher earnings.
Mindmap
Keywords
💡Graphic Designer
💡Online Services
💡Value
💡Freelance Graphic Designers
💡Commoditized Service
💡Design Services
💡Mastery of Craft
💡Client-Focused
💡Transactional
💡White Glove Customer Experience
💡High-Value Add-On Services
💡Learner's Mindset
Highlights
The video aims to explain the concept of value in the context of freelance graphic design.
Designers should consider whether they sell designs or design services, as this impacts their ability to charge higher prices.
The difference between selling designs and selling design services is crucial for understanding value exchange.
Selling designs is often transactional and commoditized, whereas selling services is high value.
Low-cost transactional designs are often generic and may not require much creative input from the designer.
High-value designers focus on providing a white-glove customer experience and related services beyond just the design.
To become a high-value designer, one must attain mastery of their craft.
A high-value designer should be client-focused, understanding their needs and offering tailored solutions.
Asking the right questions before taking on a project is essential for high-value designers.
Under promising and over delivering is a key strategy for high-value service providers.
Suggesting related high-value add-on services can enhance the client's experience and perception of value.
Honesty about limitations and the ability to deliver on time are important for building trust with clients.
Following up after a project to ensure client satisfaction is a mark of a high-value designer.
Continuous improvement and having a learner's mindset are vital for a designer's growth.
The video provides a framework for designers to transition from selling commoditized services to high-value ones.
Building a brand of value around oneself and one's business is key to charging higher prices for design projects.
The video encourages designers to start adopting a client-first mindset and package their services to offer unique value.
Transcripts
okay if you're a graphic designer trying
to make money online put your hand up
okay next question if you're a graphic
designer trying to make a lot of money
selling your services online put your
hand up duh last question why do you
think this design might have cost a
hundred dollars to make and this very
similar design might have cost a
thousand dollars to make that question
why some designers are able to charge
more than others is what i'm going to
attempt to explain to you in this video
the ultimate goal of this video is to
explain a very simple concept of value
that i think will help a lot of
freelance graphic designers make a lot
more money in their freelancing
activities across the board so stick
with me throughout this video i'm going
to do my best to try to make this
concept as easy to understand as
possible because based on what i've
heard through conversations with
hundreds of graphic designers over the
years this might seem like an abstract
topic at first hopefully i'm going to be
able to rewire things for you and make
it a whole lot easier to understand so
the first thing i want to plant in your
head is this when you think of yourself
as a designer and you think of your
design business would you say that you
sell designs or you sell design services
and if you're looking at this and you're
thinking to yourself what's the
difference i don't see any difference i
sell both there's a big difference and
being able to understand that difference
is one of the first steps you need to
take as a freelancer to go down that
path of being able to sell much higher
ticket projects when we think of the
reasons why people pay money for things
it always falls back on some exchange of
value buyer pays some money and receives
something of value in return for that
money so when it comes to doing or
selling anything if you're trying to
figure out how to make more money you
should usually start that thought
process around things you can do to
offer more value in exchange for that
more money you want to make so to
illustrate this we'll use the example of
selling designs versus selling design
services they may seem similar but one
of the two is a very commoditized
service and the other is a very high
value service and if you're watching
this and don't know which one is which
that's a good thing it means that
watching this video is probably going to
be helpful for you
[Applause]
we'll start with selling designs because
i guess that about 99 of the designers
that i interact with through this
youtube channel and my discord server
fall into this category these are people
that offer a freelance service that is
ultra transactional
client wants a design done
client explains the design that they
want designer designs it
interaction over think of things like
logo design minimalist logo design
t-shirt design business card design
these are some of the high level
categories of design that i find most of
this type of transactional freelancer
falls into and they're the types of
services that a lot of these type of
transactional sellers often offer
selling very
general services very generic and in
some cases the designs aren't even
designed by the designer in these
categories a lot of people will use like
a generator or ai to design these
low-cost transactional designs you know
who you are this is what i consider
low value design you're pretty much just
selling the delivery of that specific
design after the client tells you
exactly what they want there's really no
thinking outside of the box here for the
designer you get an order you get a
description of what they want you
deliver it end of interaction
most new designers first starting out as
freelancers start in this category
low-cost transactional commoditized
design and if you do too
don't worry that's why we're here let's
keep going so what's the alternative
well
that's where being a designer focused on
selling design and design services comes
in this type of high value designer
would be focused on more than just
pumping out a quick logo design as
quickly as possible for their clients
this is the designer who provides a
white glove customer experience this is
the type of designer that along with
providing a design they might provide
related services that the client needing
the design is likely to also need things
like brand guidance consulting
advice website design
you know marketing material design or
add-on services that are likely related
to the initial project that the buyer
had reached out to them to place this
designer actively tries to not be
transactional this designer digs their
heels in tries to understand their
clients and tries to find opportunities
where they can help out with more stuff
for those clients so how do you become
this type of a designer well here's a
list of nine key points that i think at
the bare minimum are essential to go
down this path of becoming a high value
designer and not just someone who sells
transactional design services first
thing you need to do and this is an
absolute must is you need to attain
mastery of your craft you need to be the
best of the best or at the very least
really good at whatever it is you're
trying to sell you might need to pivot
your focus away from being you know
delivery focused you know get this done
as quickly as possible to being client
focused what do they want what's
important to them you also need to get
into the habit of asking a lot of
questions before you take on a project
why is the customer hiring you what do
they need what had brought on this
project did they acquire new business
are they expanding
what is bothering them why can't they do
it themselves what are the pains they're
looking to resolve with this design what
are the gains that the business is going
to see from hiring a designer like
yourself doing better discovery and
asking questions before you get an order
is essential to be a high value designer
you also need to look for every
opportunity you can to under promise and
over deliver never set the wrong
expectations you should be looking for
opportunities to suggest other related
high-value add-on services that are
actually going to be helpful to the
client and what they're after you should
also be ready for any situation where
you can't do something to be honest and
upfront about where your limitations are
you gotta make sure to deliver on time
you should follow up after the project
to see how things went and lastly this
really has nothing to do with your
interactions with your client but as a
designer and a business owner you should
always be looking for ways to improve to
up your skills to up your business
acumen you need to have a learner's
mindset now as i mentioned before these
are all just the tip of the iceberg
basically you need to start taking
actions and start adopting a client
first mindset a mindset that helps you
grow past the point of being someone
who's just selling designs really
quickly you want to grow to become
someone who actually builds trust with
your clients someone that's proven that
you clearly mastered your craft
someone who when the situation arises
can provide advice and guidance if they
know something that their clients don't
know someone who goes above and beyond
and ultimately someone who becomes an
invaluable extension of their clients
teams basically you want to become a
person that when someone hires you they
are wowed with the experience and
couldn't imagine doing that if they
didn't hire you in summary if you fall
into this bucket of selling designs and
you want to get to the point of being
able to sell higher ticket more complex
projects more expensive projects you
need to take actions and develop a
mindset to move away from becoming a
commoditized freelancer don't sell
services that are commoditized where
your value is indistinguishable from the
value your competitors are providing you
need to be focused on selling services
that makes it a no-brainer for your
client when they're comparing your
services to the services of the 99
other sellers who are selling pretty
much the exact same thing you need to
focus on ways that you can make your
offering more compelling higher value if
you can do that you will grow your
business as a graphic designer you will
increase the prices you can charge and
ultimately you will make more money is
this easy no it's going to take time
it's going to take attention it's going
to take practice is this video all you
need to worry about to go about doing
that no the intention of this video was
to give you the framework you need to
start putting yourself into to achieve
this level of success can you do it
absolutely start today start having a
client first mindset start thinking
about ways that you can package your
services and offer your services in a
way where it offers value and is not
just the same old same thing that
everyone else is selling this is hard to
do but this is the reason why there are
design firms who can charge fifteen
thousand dollars for a logo and
designers on fiverr who charge five
dollars for a logo you can get to that
point of charging the fifteen twenty
thousand dollars for a project but it
all rests on your ability to build a
brand of value around you and your
business so i really hope this video was
helpful
i know it might be a little hard to
follow for people who've never really
thought about the concept of offering
you know value versus just a
commoditized service but if you have any
questions leave them down below and i'll
do my best to answer them for you
anyways that's it for today thank you so
much for watching make sure to subscribe
and like the video and until next time
cheers
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