Booklet

author

Michael Janda

Design

No Guarantees

design

Design

|

No Guarantees

What do you do when a client wants you to guarantee results

Death and taxes — the only guarantees.⁣

Unless you can control ALL of the variables, you cannot offer a guarantee. P.S. You can’t control ALL the variables.⁣

Factors that affect marketing results...⁣

  1. DESIGNER CAN SOMETIMES CONTROL⁣
    Design
    Messaging/Copywriting
    Advertising Placement
    Positioning vs. Competitors⁣
  2. CLIENT USUALLY CONTROLS
    In-Person Salesmanship
    Product Price Point⁣
    Product Placement
    Product Features
    Advertising Budget
  3. NEITHER DESIGNER NOR CLIENT CAN CONTROL
    Competitor Marketing
    Economic Conditions
    Consumer Buying Trends

Since you cannot control all of these you cannot guarantee results.
Your client can’t guarantee results either!⁣

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