Five types of clients

  • Indecisive flake. They don't know what they want, but know that what you gave them isn't it. Can't tell you how to fix it, makes you keep going back and changing things until you luckily give him something he might be satisfied with.
  • Supposed artist. They think they know everything, but their suggestions just make things worse. You do what they say, then they realize it is worse and give you ten more suggestions, none of which were better than the original. (Doesn't understand difference b/w artistic taste and technical errors.)
  • Completely uninformed. Client who thinks that videos are “easy.” They budget $600 for a single person to write a one-page newspaper article on their computer, but $500 for a student to create a 30 minute video program. A quality video requires ten times as much work (writer, director, producer, camera, lights, audio, editor, music, graphics, and business) and ten times as much equipment. They don't realize (yet) that a cheap, low-quality video will be effective at establishing themeselves as a cheap, low-quality company. However, this client type can be informed about video because they desire to become informed.
  • Nit-picky artist. They know what is technically wrong with your design, give correct feedback about what's wrong, and won't accept it until it's right. This client also understands the difference between artistic taste (green looks better to me than red) and technical errors (showing yellow text against a white background.)
  • Non-artist. They did their research before hiring you. They know you are the best, give you the information you need, and get out of your way so you can do your job. They are smart enough to know what they are good at, and when they need to trust a specialist.


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