How to Deal With Clients

Congratulations! You have convinced a client to let you produce a magazine for them. In some ways, that’s the hardest part; convincing a brand to spend money on a magazine, and let you make it for them.

But, of course, once you get the green light to proceed, a myriad of other issues can crop up, so here are some tips to ensure you have a long and fruitful collaboration.

Manage expectations
This is crucial. If the client is expecting Wired on a tiny budget, they are going to be sorely disappointed. Make sure they know what you can and cannot create, what is possible and what is not. It helps to shed some light on the process — let them know how page count and paper stock affects the price. It’s vital to treat them as co-creators, not adversaries; make them feel part of the process and you will build trust far quicker.

Communicate
You need to make sure everyone knows how long the production process will take, what the finished product will look like, what the exact costs are, and of course, when you are going to get paid. The time to figure all this out is before you get started. Get it in writing and ensure all parties know what has been agreed. Work out a timetable and make sure you stick to your deadlines.

Limit the options
When I edited Open Skies, we would send them three or four cover options each issue for them to choose from. We of course had our favorites and would let them know why we liked a particular cover. You need to ensure you give the client a reason for your preferences, if only so they can justify it to their boss if they need to. If you send more than three or four covers, you may end up with a cover you dislike, or the client will find it impossible to choose.

Reach the decision maker
When you are not talking directly to the decision maker, lines can get crossed, particularly when discussing something as elastic as ‘creative.’ If you are not talking directly to the decision maker, you need to ensure that they are clear on the editorial path and the timelines. This goes for both the contract and the design and editorial — mixed messages and misunderstandings will rob you of the will to live and ensure no one is happy with the end product. The onus is on you to make sure everyone is on the same page.

Figure out what they need
Maybe the client doesn’t actually need a magazine — maybe they need a better social media presence or a podcast, or compelling video. If this is the case, tell them. If you feel comfortable, let them know you can run it — this will build trust in you and establish that you can see the bigger picture.

Work out the bottom line
A custom magazine, if done properly, can make money for a client in the long run — so don’t be afraid to work out what you are bringing to the table in terms of future revenues. If you can help them with ad sales, then let them know. Even bringing their initial investment down by 20 per cent can ensure their custom title has longevity.

How much should you charge?
This is the million-dollar question. There is a game that is played with clients, one that wastes time, but a game that everyone seems to play. In an ideal world, the client would let you know they have €10,000 to spend and you could tell them what they would get for that. Clients tend not to do that, asking you to quote a price (on the off-chance it will be lower than what they budgeted for), and so a lot of back and forth happens, as you and they work out what the price point should be. In the end, none of this really matters. What does matter is how much you can afford to charge. You need to figure out your costs, work out how many hours the project will take and work out your daily rate. Making a magazine is not easy, and you need to make sure this will be worth your while. Of course, if you are intent on building up your own business, it might be worth coming in on the low side; after all, the more client titles you have, the more you should be able to get. Once you have figured out your rate, you can go to the client with more confidence — but don’t be low-balled, and make sure you value your time and work correctly. Also, and this should go without saying: don’t work for free. Some clients like to persuade creatives that ‘exposure’ is something worth working for. It’s not. Value your time and your abilities properly — if you don’t, no one else will either.