While reading an interesting little book called “Knock Your Socks Off Prospecting” by William “Skip” Miller and Ron Zemke, it dawned on me that cold calling is very much like having a website and doing everything possible to entice people to further explore the site and ultimately buy your service or product.

Time and time again, the old saying – “It’s all about the customer” has its application here more than ever. AS a web designer, it’s not really about what I like to design, it’s not about my favorite sets of colors and shades or the typography used on a web site. It’s all about if all these elements tie in together in such way that the potential customer feels attracted to it and ultimately buy into whatever my client is selling.

Years ago I had a client who built and sold homes and although the market indicated that a soft color palette is more appropriate for usage on their website, the owner wanted a very corporate, clean, cold and dark website. That’s who he was and that’s what he liked. I tried to argue that the market does not respond well with this style and despite my advice he pushed further with the template he selected. Needless to say, after several months and a few hundred negative comments about the “coldness” of the site, he decided to change to a much softer image. Again – it’s not about what you like, it’s all about what the customer wants to see and hear.

In order to better understand this concept, create a 3 column list:

The first column should contain the final project delivered to the client. The second column list what should the project accomplish and in the third and final column display what was it exactly that made you stand out as a designer before anyone else. You were chosen for that reason, right?

Combining these elements together, you’ll be able to write great copy by starting with the benefits you can offer to the client and the means to accomplish that.

Do that in a bulleted list and you got yourself an avid reader who will scan through your web copy to find his/her particular need and how you solved it.

There should be no horn tooting about you or your company, your skills, talents or tools used. The client doesn’t care if you are proficient in CorelDraw or Illustrator. You need to list what interests them and how your design will help them gain more clients and or improve his bottom line.

Apply the same principle with your business card, brochure, website or blog. Try to eliminate as much as you can the “I” and “My Company” and replace it with “You – the Client” and “Your Company”.

By doing that you are addressing their needs and you will be researched for your talent of solving problems and covering needs.

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 Claudiu Geanta is a serial entrepreneur and founder of Design by Satori Inc. & Satori CG Inc.. He helps businesses promote their presence on and off line. He is also an accomplished web designer, book writer and photographer. You can follow him on Twitter.
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