| Clients
have described their experiences with contractors
from hell; and freelance friends have told me
horror stories about customers who can't be
satisfied. Such extreme situations usually begin,
and end, with poor communication. You, as the client, must be
able to explain the scope of the project. The
contractor must describe the range of services
being offered.
The following
questions are designed to help organize a project
so you can use outside services cost-effectively.
Describe
Your Business, Product or Service
- Describe your service or
product.
- What is your specialty?
Why did you start your business?
- Does your business offer
something unique?
- Have you established a
"business identity"? For
example, company logos, letterhead,
business cards (provide samples). You
should expect all projects to incorporate
that identity.
- What benefits do you offer
your customers?
- Why should customers use
your product or service instead of the
competition's?
- What methods do you use to
sell or distribute your product or
service.
Who is
Your Customer?
- Describe your typical
customer.
- Will your customer best
respond to a formal or an informal
approach?
- Do you need to explain the
benefits of your service or product?
- Is your customer familiar
with the technology or industry? Is it
necessary to educate them about it?
- Have you asked your
customers what they want, or how you can
help them, or what would make them buy
your product or service?
- Are your customers
international?
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Project Scope
- Are you clear about what
you want? Do you need professional help
to define the assignment?
- What results do you
expect? Do you want to generate leads,
market a product or service, advertise,
or "brand" your business?
- Who will use the
materials? The public, investors, sales
people or distributors?
- What is your central
message? Describe it in a couple of
sentences. If you can't do this, you will
dilute the impact of your project.
- Will you or the contractor
work with printers or online publishers?
- Will you maintain your
website or will you pay someone to do it?
Project
Details
- Do you have samples of
existing literature? If not, can you
provide examples of work that you like?
- Do you have necessary
artwork: logos, photographs, drawings,
etc.?
- What image do you want to
project? Cool, conservative,
professional, state-of-the-art?
- Do you have software or
hardware preferences?
- What colors do you prefer?
Cool or warm? Blues or khaki?
- If it's a print job, do
you want single- or four-color process?
How many copies do you need to print?
Have you asked for quotes?
- How much money do you want
to spend?
If you think about
these questions before you get in touch with a
freelance contractor, you'll know what to ask for
and you'll get realistic estimates in return.
Even better, projects will proceed on time and on
budget.
You may not give
the contractor all of the details, but knowing
the answers upfront can help you determine what
kind of help you need, save time and money, and
avoid stress and recriminations.
If you have suggestions or comments
about this article, please contact PageSmith. I'd
also like to hear about either good or bad
experiences with contractors and what made them
that way.
ssmith@PageSmith.net
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