I found earlier on that how I presented myself and my work went a long way in establishing credibility, and being able to have clients trust me more. The unfortunate thing is that
sign makers, in general, do not have a reputation from small business owners as being able to understand marketing and advertising. Many have an amazing grasp of it, though, but on
paper, or on the web, they don't make their case. So for the people who ask about how to attract the best work, I always so to first be introspective and look at themselves - and ask themselves if they were the small business owner, what rationale have I given them to choose me, and trust me over another competitor?
Everyone wants to do the fun projects, and to have clients give you creative freedom. It doesn't happen overnight, but it's great when it happens. My standard, when I first started was what I call the 'SignCraft' test. Would this job be good enough to make it into SignCraft? So I worked really hard, gave clients much more than they paid for initially, and invested in the work I put out on the streets. Then I invested heavily in marketing myself. The work on the street (or in this case, the web) was my advertising.
As my agency grew, and I basically left the
sign business, it actually became much easier. But I always tried to lay the ground work for the client to choose us, but keeping in mind their basic question: how can you help me more than anyone else.
They have a marketing problem when they knock on your door. How well you can illustrate to them how your solution, although more expensive than a competitor, will solve their problem is the benchmark they use to choose you over them. Otherwise, its simply just a commodity to be sold to the cheapest guy. Selling solutions versus commodities is really a completely different approach.