0
SELLING YOUR

DESIGN

WITHOUT (MUCH) BRAVADO
MINDY
WAGNER
@graphicsgirl · mindywagner.net
© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shar...
© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
SELLING YOUR

DESIGN

WITHOUT (MUCH) BRAVADO
BRAVADO:
a) blustering swaggering conduct
b) the quality or state of being foolhardy
BadassRockstarNinjaGuru
BadassRockstarNinjaGuru
You have to be able to tell clients
when they don't know shit.

GEORGE LOIS
THE PATH TO
SELF-ACCEPTANCE
YAY COMMITTEE!
A FLY ON THE WALL:
UNFILTERED FEEDBACK
CREATIVE GENIUS,
OR JERK?
SYRSLY? THAT WORKS?
AND THEN...
NOT BUZZWORTHY.
BUT ALSO NOT CRAZY.
MIGHT ACTUALLY LISTEN
AND WORK HARD
Play to your strengths.
B.C.

[BEFORE COMPS]
The only way to get the best of an
argument is to avoid it.

DALE CARNEGIE
Confidence = Expertise
BUT HOW, WITHOUT
NATURAL SWAGGER?
Stalk them.
STALK THEM
•

Sales docs, RFPs, anything they sent over

•

Current site (if it exists)

•

Past and current marketing cam...
Explain your philosophy.
We design for response.

© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permissio...
Figure out what lens
they’re looking through.
© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
Plant seeds.
upenn.edu
By failing to prepare,
you are preparing to fail.

BEN FRANKLIN
PENN FOUNDER
© Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
SHARING
DESIGN
DOGMA
Go With Your Gut
BEATDECK SKETCHES
BEATDECK SKETCHES
Write your script.
FEEDBACK
LOOP
Teach them how (and when) to give
feedback.
FEEDBACK
•

Soap Opera setup - review & recap.

•

Clarify what’s up for evaluation.

•

Tell them exactly what type of fe...
Dig for clarity.
Respond with authority.
Not defensively.
FONT SIZE COMPARISON
Primary Nav

Utility Nav

Dropdown

Body Copy

Footer

Site Name

12px

n/a

12px

12px

12px

Site N...
Empathize with their fears.
PRESCRIPTIVE
FEEDBACK
PRESCRIPTIVE FEEDBACK
•

•

“It sounds like the problem you’re trying to
solve is...”
“Let us get back to you with solutio...
THIS, OR THAT?
•
•

•

Give two options you can live with.
Heads off power struggles with EVERYONE,
from toddlers to clien...
Hug it out.
IN SUMMARY...
If you can communicate design - and
understand human psychology and
irrationality - you won’t need bravado.
(At least, not much)
BadassRockstarNinjaGuru
Great Designer
THANKS!
Mindy Wagner - @graphicsgirl
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
Selling Your Designs Without (Much) Bravado
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Selling Your Designs Without (Much) Bravado

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Coming up with a flawless design is only half the battle. You also have to get your best ideas past the clients even those who have trouble understanding traditional design deliverables. Not everyone is ready to walk into a room Don Draper style and say 'This. Or nothing'. But it’s our job to sell the best solution to even the toughest crowd, and you can still do plenty of convincing without the ego overload. A little bit of psychology and a persistent stream of client collaboration go a long way. We’ll break down the process for keeping clients engaged and explore tricks for getting past obstacles in the approval process.

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Transcript of "Selling Your Designs Without (Much) Bravado"

  1. 1. SELLING YOUR DESIGN WITHOUT (MUCH) BRAVADO
  2. 2. MINDY WAGNER @graphicsgirl · mindywagner.net © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  3. 3. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  4. 4. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  5. 5. SELLING YOUR DESIGN WITHOUT (MUCH) BRAVADO
  6. 6. BRAVADO: a) blustering swaggering conduct b) the quality or state of being foolhardy
  7. 7. BadassRockstarNinjaGuru
  8. 8. BadassRockstarNinjaGuru
  9. 9. You have to be able to tell clients when they don't know shit. GEORGE LOIS
  10. 10. THE PATH TO SELF-ACCEPTANCE
  11. 11. YAY COMMITTEE!
  12. 12. A FLY ON THE WALL: UNFILTERED FEEDBACK
  13. 13. CREATIVE GENIUS, OR JERK?
  14. 14. SYRSLY? THAT WORKS?
  15. 15. AND THEN...
  16. 16. NOT BUZZWORTHY. BUT ALSO NOT CRAZY.
  17. 17. MIGHT ACTUALLY LISTEN AND WORK HARD
  18. 18. Play to your strengths.
  19. 19. B.C. [BEFORE COMPS]
  20. 20. The only way to get the best of an argument is to avoid it. DALE CARNEGIE
  21. 21. Confidence = Expertise
  22. 22. BUT HOW, WITHOUT NATURAL SWAGGER?
  23. 23. Stalk them.
  24. 24. STALK THEM • Sales docs, RFPs, anything they sent over • Current site (if it exists) • Past and current marketing campaigns • Peers & competitors • People who will be at the kickoff © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  25. 25. Explain your philosophy.
  26. 26. We design for response. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  27. 27. Figure out what lens they’re looking through.
  28. 28. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  29. 29. Plant seeds.
  30. 30. upenn.edu
  31. 31. By failing to prepare, you are preparing to fail. BEN FRANKLIN PENN FOUNDER
  32. 32. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  33. 33. SHARING DESIGN
  34. 34. DOGMA
  35. 35. Go With Your Gut
  36. 36. BEATDECK SKETCHES
  37. 37. BEATDECK SKETCHES
  38. 38. Write your script.
  39. 39. FEEDBACK LOOP
  40. 40. Teach them how (and when) to give feedback.
  41. 41. FEEDBACK • Soap Opera setup - review & recap. • Clarify what’s up for evaluation. • Tell them exactly what type of feedback you’re looking for. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  42. 42. Dig for clarity.
  43. 43. Respond with authority.
  44. 44. Not defensively.
  45. 45. FONT SIZE COMPARISON Primary Nav Utility Nav Dropdown Body Copy Footer Site Name 12px n/a 12px 12px 12px Site Name 14px 12px 13px 13px 11px Site Name 12px 10px 11px 13px 11px Site Name 14px 10px 12px 13px 11px Site Name 12px 11px 11px 11px 11px Site Name 12px 11px 11px 13px 12px Site Name 14px 12px 14px 16px 12px Site Name 13px 11px 11px 12px 11px Site Name 11px 12px 11px 12px 11px Site Name 13px 14px 13px 12px 11px Your New Site 15px 12px 12px 13px 13px
  46. 46. Empathize with their fears.
  47. 47. PRESCRIPTIVE FEEDBACK
  48. 48. PRESCRIPTIVE FEEDBACK • • “It sounds like the problem you’re trying to solve is...” “Let us get back to you with solutions.” © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  49. 49. THIS, OR THAT? • • • Give two options you can live with. Heads off power struggles with EVERYONE, from toddlers to clients. Seriously. Try this one at home. © Viget Labs, LLC  • This presentation is CONFIDENTIAL and should not be shared without permission.
  50. 50. Hug it out.
  51. 51. IN SUMMARY...
  52. 52. If you can communicate design - and understand human psychology and irrationality - you won’t need bravado.
  53. 53. (At least, not much)
  54. 54. BadassRockstarNinjaGuru
  55. 55. Great Designer
  56. 56. THANKS! Mindy Wagner - @graphicsgirl
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