Experienced designer Kevin Twohy shares strategies for cold outreach and pricing, getting aligned quickly with clients, and positioning himself as a studio. He also discusses the vulnerability of not having a traditional design background and the pros and cons of productized agencies in the design industry. Plus, strategies for increasing client referrals and balancing long-term projects and setting boundaries.
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Quick takeaways
Establish boundaries and position oneself as a trusted advisor to gain respect and fair treatment from clients.
Leverage referrals and cold outreach to build long-term relationships with desired clients.
Investing in equity upfront aligns interests and increases commitment and ownership in projects.
Deep dives
Setting Boundaries and Establishing Respect
It is essential for freelancers to set boundaries with clients and establish themselves as trusted advisors. By confidently conveying that they should be treated with respect and as skilled members of the team, clients are more likely to reciprocate and treat them accordingly.
Transitioning from In-House to Freelancing
The podcast episode features Kevin Tuhey, a freelance designer who began his career working in-house at early-stage startups. After a less-than-ideal experience, he decided to explore freelancing as a way to test potential working environments before committing full-time. Kevin found his first freelance clients through referrals and cold outreach to individuals in his network, prioritizing companies he would want to work with long-term.
Evolution of Freelance Practice
As Kevin's freelance practice evolved over the years, he recognized the need to position himself as more than just an individual freelancer. He started Two Design Works, where he now hires associate designers and invests in equity upfront when working with clients. This not only allows him to scale his capabilities but also aligns his interests with those of the client, increasing commitment and ownership in the projects.
Client Alignment and Effective Communication
Building strong rapport with clients is crucial. Kevin emphasizes the importance of discovering clients' desired outcomes, as well as determining potential failure modes early on. By aligning expectations and ensuring a shared understanding of success, both parties can work together more effectively. Additionally, Kevin highlights the significance of genuine curiosity, active listening, and fostering open communication to establish a solid foundation for the client-designer relationship.
Long-Term Perspective and Personal Growth
Kevin expresses his commitment to freelancing as a long-term career choice. He encourages freelancers to continuously invest in their personal development, seek opportunities to expand their skill sets, and consider the trajectory of their careers. Kevin also shares insights on pricing, referral-based client acquisition, and the importance of maintaining focus and decisiveness while building and scaling design businesses.