Episode #18: How to Increase your Value and Profit as a Graphic Designer

Lauren:

How can a graphic designer increase their value and profit beyond basic design skills? What strategy can a designer use to change up their skill set and enhance their value to clients? Should you advertise as a designer, and what are some examples of high-value problems that designers can focus on solving to increase their profitability with clients? These are some of the questions that I explored with my long-term partner and husband in today’s episode, and these are questions that were submitted from you, so be ready for a value-plagued episode where we will dive deep into exploring how to increase your value as a graphic designer.

Lauren:

Welcome to Earning by Design, a podcast dedicated to guiding graphic designers and creative freelancers towards building successful businesses from their passions. I’m your host, lauren Gonzalez. With over 14 years in the design industry, including both in-house, corporate and freelance design roles, I’m here to share insights and strategies to help you thrive in your design business. My journey was not without its challenges, including finding well-paying clients and struggling and managing an overwhelming workload for minimal return, but through perseverance and strategic planning, I was able to transform those obstacles into a six-figure design business that allows me to work from home, set my own hours and select projects that truly resonate with me. So, whether you’re embarking on your design career or you’re already an experienced designer, earning by Design is your companion to help you stay competitive in the fast-paced world of graphic design.

Lauren:

Welcome back to another episode of Earning by Design. Thank you very much for joining me today and for this episode. We have been getting questions from you and I’m so excited because that’s really about. Obviously, I’m here to help you and answer your questions. So that’s where you submitted these questions. We’re going to be going over them and I have my husband and business partner, rodrigo, here. He’s going to be asking these questions to me and then I’m going to answer them and we’re going to have a conversation around each of these points. So the overall topic is how to increase your value and profit as a designer. We pulled specific questions from you and there’s other ones that we’ll do in later episodes. So these this is all going to be geared around this whole conversation about adding value and profit to your business as a designer, with different tips from us. All right, so hello, rodrigo, thank you for being here today.

Rodrigo:

Well, thank you for inviting me. It’s great to be here.

Lauren:

Yeah, thank you. So you want to just hop into the first question here All right.

Rodrigo:

So here’s the first question how can a graphic designer increase their value and profit beyond basic design skills? So what do you think?

Lauren:

Yeah, that’s a packed question there. So really the main idea I guess about this is increasing their worth to clients and therefore being able to make more money. So there are essentially three ways that you can go much deeper into and we can go into with this question, which is experience. The experience that you have will automatically, as time goes on, your value and your ability to make more will increase if you utilize that experience correctly. Then there’s skills, so acquiring what skills are you acquiring, what skills do you have and are you continuing to learn and enhance those? And then the value. So what value are you really providing to clients that they’re going to see it as worth more money for you in exchange for whatever the value is you’re providing? So that’s kind of a overview that I would just start with, and then do you want to go deeper into these? Should I just take?

Rodrigo:

one at a time. Yeah, of course I mean we should start. Yeah, we should start first with value, because that’s a packed question. I mean there is so many, there is so much information about these, but I guess we can start with. The main question is here is okay, so what do you what? When you say value, how much value do you provide to a client? What does it mean?

Lauren:

So value would mean the some, how worth worth, how much is what you’re providing, the service, worth to them? And this can take the form in many ways. Essentially, it’s it’s about why they would pay for something. So when you’re buying some, maybe a service, from somebody, or you’re buying some thing, an object, it’s going to be as valuable as it solves a problem for you. And it’s the same for our services as designers.

Lauren:

So let’s say we need to clean up all the hair that our dog has all over the place, because we have a golden retriever and we need a good vacuum cleaner that can pick and process up hair every single day. So we’re willing to invest in something that will help get that hair sucked up, clean up every day. That is a problem we’re willing to solve. We’re even looking at object or different products that can help to vacuum up his hair after we give him a bath, different products that can help to vacuum up his hair after we give him a bath. So we’re willing to invest in that because it’s a problem that is big every day we’re facing us. So for clients there’s a lot of, there’s something for them that every day is haunting them. Every day they need to solve it. And if you come in saying you know that problem, you understand it and you can then give some value to them, they will naturally turn over their money. So that is yeah, that makes totally sense.

Rodrigo:

Now yeah, and I just wanted to comment on this, it can be also seen in a different way, right? So what would be the consequence for us to not solve that problem of you know, you put it, you were talking about a dog, right? That he sheds, right? Golden retrievers are not to shed a lot, they’re heavy shedder dogs, right? So what happens if we do not resolve that? So why is it that we are willing to invest, you know, probably $150 to $100 on this special kind of vacuum hairbrush? Because what happens if we do not solve that problem?

Lauren:

Right, that’s a good way of looking at it.

Rodrigo:

So it will be that we have a house full of hair. The hair gets everywhere. Sometimes that hair can actually even start creating problems into specific places in the house, right? So when we look at this in a company and you are like trying to figure out whether your design, whether what you’re offering, is highly valuable to that client, well, let’s put it that way and I’m going to ask you this question what would happen if, for an e-commerce company, they are not able to be seen as different from other companies that are selling similar products? What would be the consequence of that?

Lauren:

They would not be able to make enough money, they wouldn’t sell their products, they wouldn’t be attracting who they want to sell to. They wouldn’t get that brand recognition. They wouldn’t have anything to stand on for when they’re going to conferences and places where their ideal clients are or customers. There’s a lot that rests on having a good branding and therefore packaging.

Rodrigo:

All right. So now let’s take an example of a client that we have worked with, that we solve a specific problem for that client, and what would have happened if that client wouldn’t have solved that specific problem?

Lauren:

Okay, good, well, we can take an example of a company we’ve been working with for a long time and they have initially were all over the place with their designs, their kind of just everything. They did not have standard branding or packaging, and this company had maybe about 10 products at that point. So we worked with them and we helped them to design packaging and standardized their branding, because they were using all sorts of different things Sometimes it was gold, sometimes it was black, sometimes it was blue, the fonts were anything goes and they were trying to expand into being this huge brand, but they had a lot of issues on the branding and packaging side. So what we had done was then I worked really closely with them for a long time, standardizing their packaging, doing package, standardized guides for their in-house team to follow, created templates. This was all based on the branding that I had created.

Lauren:

And then look at now back this is when we started working with them six, seven years ago. Looking back, now they have I can’t even count how many products it’s in the hundreds or thousands and if they hadn’t had that standardized at the early stage at that point, that would have made their lives a nightmare coming down the line of how do they expand in and do it in a way that they can have their in-house team? Do this not have to hire out all the time? And now they’re coming back to us for all this other work because they’re looking to get into different lines and surface pattern designs and all sorts of things related to that their products. But if we hadn’t helped them at the beginning, they still would have been scrambling for well. How do they the lost time in? How do we come up with a new design for this packaging? Because every line would have to have this new look instead of just standardizing it. Doing it right from the first point, based on that great branding and understanding what’s going to attract the right audience.

Rodrigo:

Right. So would you say, if they wouldn’t have resolved this problem with their branding, they would have lost millions of dollars on sales.

Lauren:

Yes, absolutely so that’s a high.

Rodrigo:

That’s an important problem to solve. It’s a very good problem that you could like that they would have to hire some professional to actually solve that problem. It’s solving a high-value problem.

Lauren:

Right, absolutely All right good.

Rodrigo:

So that was with value. So Right, absolutely All right. Good, so that was with value. So now there’s going to experience.

Lauren:

Okay. So the experience part of it would be as a designer. You’re obviously going to come up on the scene. You’re not going to have experience at first. Maybe you’re coming from an in-house role or maybe you’re just starting freelance, and that experience of getting yourself known amongst whatever industry or niche you’re in, or just in general having these conversations and getting known as a designer, that experience is going to make yourself more desirable. You’re going to be able to showcase case studies on your website that show results like the one I just mentioned. I don’t even have that as a case study on my website because I forgot about. I forgot about the consequence that actually would have happened if I hadn’t, and it’s a great example that I should put there. But those kinds of things come from experience and they naturally will, and you kind of have to be patient, realizing at the beginning it’s not going to be all there, you’re not going to have that amazing experience. But once you can showcase those results, you can showcase the case studies. People will see that. They’ll see. Yeah, they’re. You know.

Lauren:

I want to work with somebody who can consult me on this brand and not just be order taking what I want. I want to have that person who knows packaging and branding so well that they can tell me what should be and those those points. Just like if you go and you go to a doctor, you know sometimes there’s interns and they are the ones that see you and you probably don’t want to pay the same amount as you can say, hey, I actually want to see the real. You know the medical doctor here. I don’t want to see an intern, I want to see the real deal. Not that an intern is not the real deal, but just the experience is not there. Those doctors that have been in the industry for 20 years, 10, 20 years, they’ve seen a lot of things and they’ve ran into points that can be problem solved faster, easier, more accurately than those that are just coming in Same with a designer. So the experience really can’t be underplayed.

Rodrigo:

That’s very interesting, and let’s just I’m going to just ask you a question. So would you say, dan, that an experience designer will be somebody on his late 50s and gray hair, and you know that’s how you show experience, or how can you show experience? Because then people will say, well, I just came out from school, so that means, should I wait five years? Do you say that an experience designer will be two years, like? There are specific things that would show your experience right. In my view, these are, first of all, it’s worth of mouth, because the more you interact with clients and the better they have experience with you, they will speak about you to others. And then the worth of mouth starts moving around and 80% of your business, many times are going to come, it’s going to come from word of mouth. For us it’s probably 80 to 90%. So then you have portfolio and case studies, and what else would you say is experience.

Lauren:

I think showcasing some knowledge in whatever field you’re looking to attract, and that can be by having some content on your website that shows you understand that specific type of client, the one that you’re trying to attract. You can have some content on social media. You can have. Maybe you have had done a guest blog somewhere or a guest post. Having that linked on your website, maybe even showcasing type of clients you’ve worked with, Testimonials, is experience too, because when somebody will give their name in your honor, that’s a big deal, so that’s experience in itself. That showcases it. You don’t have to. I don’t. I wouldn’t consider there should be an age limit on it, in terms of time as well, like that shouldn’t be a factor. You can?

Rodrigo:

Oh, that’s great. So that means I don’t have to show my gray hair to show that I’m experienced.

Lauren:

No, you don’t.

Rodrigo:

Okay, that’s great.

Lauren:

And I dye mine. So no one. No one tends to see it except when I forget.

Rodrigo:

Yeah, yeah, so that’s, that’s what I would say for experience. All right, so the next question is skills, and we have actually a question that goes along with that specific point. And the question is what’s it? What strategies can a graphic designer employ to diversify their skill set and enhance their market value?

Lauren:

Yeah. So this is a great one, because I’m a big proponent, or a standby the fact that you should really really focus on one core skill at first, because that’s going to give you more value to people. They’re going to see that you’re not just an amateur. You have gone all in, you’ve learned all about it, you keep up on the trends of it and you’re able to deliver that in the highest possible value, just like if you were going to somebody who specialized as a doctor. I know I keep using the doctor example, but similar thing they’ve become really, really good at that one skill as opposed to being generalized at everything. With, that said, to diversify the skill set, as the question was asking, there’s a way, once you have mastered that initial skill, see what other skills supplement it and can help to give more returning customer or clients as a result. So I’m going to give you an example of what I’m talking about With me.

Lauren:

It was I was starting with packaging. That was like my thing. I loved doing packaging and I expanded. I realized I had done some branding too.

Lauren:

But I realized that these people who need packaging, they need a lot of times I’m having to fix their logos and do their logos and their branding, because they come to me with none of that.

Lauren:

So I then I then was able to use that branding skill and it was a great compliment to packaging and it was a something I could offer as one Then as an additional point, because also they would come back when they released more products and more products. So packaging became that additional market value that would draw people back for more, and that was a way also some of these entrepreneurs like to do multiple businesses, which isn’t always the best idea, but that’s something they would then come back for another branding. So while most of the time when somebody does branding, it’s a done deal for that client for many years until they maybe want to do a rebrand 10 years down the line, but if you can figure out what is something they will need on a returning basis, that can keep them coming back and also it can expand from just doing maybe $1, thousand, $2,000 package design to having this huge $10,000 project where you’re doing all of their packaging and their branding and it’s a much bigger value. So that’s one way to add that.

Rodrigo:

Great and yeah, it’s not just the fact that you know you can increase or you can expand your skills is expand your skills where it actually makes sense and also expand skills that are going to be fully solving important problems, right.

Lauren:

Yes, exactly. Another example of that could be branding and brand strategy. So identity is something and this is a confusion a lot of new designers have is the identity. They want to do that, but then they’re hearing all these words like the mission and the values of the client and what’s their personality and their brand voice, and then they kind of dabble in that a little bit and say they offer strategy, but they really don’t understand what is strategy. It’s a skill in itself, but they really don’t understand what is strategy. It’s a skill in itself. You got to learn that and understand what is strategy and how does it inform the actual identity so well and it’s a vital stepping stone and a vital point to have together.

Lauren:

But a lot of designers first want to just do the identity and that’s fine and you can stay with identity only as long as you want. But I recommend, if you are interested in that additional step of the reason why an identity would attract the right clients, that really understanding the strategy aspect. That informs all of the later decisions. It’s a great service you can offer and it takes you decisions. It’s a great service you can offer and it takes you. It could. It could increase an identity from $4,000 to $10,000 project, because there’s more like $20,000 projects, $50,000 projects, $100,000 projects, depending on the client of course. Um, most likely you’ll be more in the 10,000 to $20,000 range when you’re starting. But that’s the. If you start thinking as design as a marketing tool and see what other skills you can add on to that that are not just visual design, if you’re interested in that, it can be really great and lucrative.

Rodrigo:

All right, so here’s the next question. Okay, how do we advertise? Or should you advertise as a designer?

Lauren:

Wow, okay, we’ve done it, yeah, so we actually did a long time ago, like maybe five years ago, I think. We tried it out and it failed miserably. So the reason for this and you can add into this, for sure, because I know you know a bit more about Facebook ads and such but so first off, we chose the target audience of the interests of graphic design. I can guarantee most clients are not interested in graphic design as like a hobby, a passion or anything. They have their business. The designer is just one aspect that they have to have for their business. So they’re going to be interested in whatever their business is about. So this another comes back to what some of you may hate me preaching and some may agree with is knowing that target audience. So if you don’t have your own strategy in place, you don’t know your marketing, who you’re marketing to, you don’t know anything about them, you don’t understand the pain points, what problem you’re solving and all those aspects.

Lauren:

Advertising is going to literally be like taking cash and throwing it out a window. And what’s really important also is, even when you do have all those things dialed in, clients will be very like when a client is ready to hire you. It’s going to be a very, very, very small percentage that are actually ready and at that stage when they’re seeing an ad. There’s so many other important factors that you can be doing without having to do paid advertising, like going and doing things that are more uncomfortable being on podcasts, going to you workshops in front of your ideal clients, going to conferences those kinds of things I would put much more attention on than doing advertising. You investing in really going and being part of a paid mastermind where your ideal clients are and becoming known in there and the go-to designer there. That’s where I would put more money instead of just advertising and hoping that they will see it.

Rodrigo:

Yeah, I would say the same thing. And listen, graphic design agencies they do advertise, they do advertise on Google, but they have money to spend on advertisement. And not only that, they know exactly their ideal target audience and they know exactly what keywords to advertise in, because you know you don’t just advertise in graphic design. That’s never going to be the case, like it will be how to increase your profitability as an Amazon seller, and then you know you will show up, right. But again, there’s different problems with this. Number one if you’re going to advertise, you know you’re going to have to show ROI to the client in your website, like return of investment, right, how is this going to solve? And all the case studies and show how, exactly how, your service will result in this or that, and that’s a little bit complicated to just show it as graphic design just by itself it’s not impossible, but when you’re getting started, wasting money on advertisement is not something you are able to afford.

Rodrigo:

As you grow into an agency and you know exactly your target audience and you know your market, by all means, yeah, agencies, they offer several services that are very much, very tailored to a specific industry, right? So that would include websites and advertisement and graphic design and packaging and brand identity and you know all these different things. But that’s because it’s an agency. An agency has a lot of people with lots of skills. You know, you have a graphic designer who is specialized in that, you have a marketer who is specialized in that. So I would say for agencies, sure, but when you’re getting started, it’s a complete waste of money and time. We have done it many times.

Lauren:

Well, we didn’t do it.

Rodrigo:

I think we tried it a few times within a certain period yeah, I guess.

Lauren:

So four times is many yeah, totally, but it was, it was very pointless. Um, and also realize people don’t have your, that you haven’t built up the trust with them either, and nowadays people require eight points of contact before they will do any actual activity or purchasing of a brand.

Lauren:

And it’s much better to invest that time. Although you know it’s patience, it’s so important. So that’s why people look for these quick solutions, and probably the designer who asked this question looking for a solution to get in front of the right people quicker, and I totally understand that. But I would instead focus on really being that solution based with your own content marketing and really being where they are online, not depending on the ads to help get there.

Rodrigo:

All right. Well, and then there is the last question, and this question says what are some examples of high value problems that graphic designers can focus on solving to increase their profitability?

Lauren:

Great so.

Rodrigo:

Big question.

Lauren:

It is a big question.

Rodrigo:

And it depends right.

Lauren:

Yeah, there’s a lot. It depends on what is the industry, what are your skills, Because you don’t want to be promising, obviously, something you can’t deliver. So let me just think about this the high value problems that they can focus on solving. So examples of this could be if somebody was in the wedding industry. So they are, and they help wedding vendors to get clients. Let’s just say so that they, these wedding vendors they’re looking to. Just to clarify what that, what I’m talking about, that could be the event, location of weddings, the people who supply the flowers, the florists, the wedding photographers, the wedding planners.

Lauren:

There’s a lot that revolves around this industry and I’ve seen designers specialize in it and it’s a very cool and fun one. I would love to get into this one, but there are specific things and problems they have. So they’re trying to attract the bride. The audience is not, um, the audience of your, of those ideal clients, uh, let’s say the wedding vendors is the brides. It’s not going to be the grooms. Most of the time, Um, it’s, it’s not. Normally it’s the women who are looking for this. And so the the, these wedding vendors, they have to have specific branding that is going to be along the line of attracting those type of clients for them. They’re not going to be. There’s a very special vibe to it. There’s a whole, you know, and the problem they’re trying to solve, the high value problem, would be attracting the right clients. I think that if you just word it simply like that, that’s a huge thing, because that’s what they need to sustain their business. They’re similar to us as designers with our design business. They have to constantly have clients in order to make money. So that’s a big value problem. If you can say, hey, I can create a branding for you that will attract the right type of people, that’s going to be pretty powerful. And I know that there’s the point about well, you don’t want to promise that you’re going to be attracting clients for them and all these things, but you have to put some wording if it makes you feel more comfortable that you help them, because obviously businesses have a lot of aspects to having a successful business and it’s not only branding but you help, it’s a big part of it. So if you realize that and you just add that in your wording and your messaging, that you help them solve that problem.

Lauren:

There’s other examples, such as in the industry of real estate. So people, let’s just take this one, which is a fun one, where developers need to create a branding for their specific uh, what is it called? A um, a new uh my gosh, I’ve just gone blank A new um community they’re building. Let’s say they’re building this new community and they’re looking to attract a certain type of resident. So maybe they’re geared towards more of this, the older community, or they’re geared towards families, or they’re geared towards more young, singles or those in college, Like people actually will.

Lauren:

If it’s, if the community is not branded in a way that’s going to attract the right residents, then it’s going to hit or miss. They’re not going to get people tenants and that’s a big problem if they don’t have that. So that’s another example of a high value problem. I know Disney just is putting out some of these, these communities, and it’s very interesting. I’m sure they’re going to be attracting Disney fanatical geeks like me to live there. So that’s kind of the, but it’s branded that way. So that’s what I would say is two examples.

Rodrigo:

That’s great, yeah, and in fact we had. I remember having done some research on the real estate and they one of the most highly searched keywords on Google regarding real estate agents is personal branding. That’s how they call it.

Lauren:

Oh yeah, Personal.

Rodrigo:

Yeah, branding and they one is like how to brand yourself as a real estate agent, because nowadays, all this personal branding they’re going out there. If they’re in the luxury space, they have to brand themselves as luxury, take all these photos of themselves and the website needs to look all luxury. So it just all comes down to branding right. But a graphic designer really can definitely uh, cash out of that pain point absolutely, but there are so many more pain points to explore and problems solved that, but those are.

Lauren:

Yeah, you can. You can look at it for yourself. I uh, everyone who’s listening, I would. I would recommend really looking at what is the high value problem you solve. I would love to hear it. You can send send me a direct message on Instagram. I would love to hear if you, if this helped you to kind of spark some ideas about those high value problems that you can really stand for.

Lauren:

Well, thank you for those questions. Thank you, listeners, for the questions. I know there’s a few more that were submitted and those will be taken up in later episodes. And please keep sending the questions and those will be taken up in later episodes. And please keep sending the questions. I love that. I love the interaction between you and us and me, and that’s what I’m here for. So, thanks so much for being here today and I will see you next time.

Lauren:

Thank you so much for listening to this episode of Earning by Design. If you found value today, I would be incredibly grateful if you could leave a review on your favorite podcast platform. Your feedback not only helps this podcast to grow, but it also helps to get in front of more designers who need help too. So thank you sincerely for being here and for more resources to help you succeed in the world of design. Please visit for the creativescom. That’s the number for the creativescom. We offer a variety of courses, programs and free resources, all tailored to enhance your design skills and your business knowledge. Also, be sure to follow me on Instagram at for the creatives, for more updates and tips and, if you haven’t already joined my growing community of over a hundred thousand subscribers on the for the creatives YouTube channel that has more content, all designed to fuel your creativity and your professional growth. Until next time, keep creating, keep exploring and continue to push the boundaries of your own creative journey. I’ll be here to guide and inspire you every step of the way. Music.

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Strategies for Graphic Designers to Increase Profitability

In the competitive world of graphic design, standing out and maximizing profitability requires more than just basic design skills. In the latest episode of Earning by Design, host Lauren Gonzalez explores essential questions submitted by listeners, delving into strategies for graphic designers to enhance their market value and profit.

Understanding Value and Profit Beyond Basic Skills Lauren kicks off the discussion by emphasizing the importance of experience, skills, and the value designers provide to clients. She outlines three key pillars: experience, skills, and value, each contributing to a designer’s ability to command higher rates and attract more clients.

Experience: Building Trust and Reputation Experience plays a pivotal role in a designer’s journey to increased profitability. Lauren and Rodrigo discuss the significance of building trust and reputation through client testimonials, portfolio showcases, and word-of-mouth referrals. They highlight the value of showcasing expertise in specific niches and industries to establish credibility and attract ideal clients.

Skills Diversification: Expanding Opportunities While specializing in a core skill is essential, Lauren advocates for diversifying skill sets strategically. She shares personal examples of how expanding into complementary skills, such as branding and packaging, can unlock new opportunities and attract higher-paying clients. By identifying market needs and offering comprehensive solutions, designers can position themselves as indispensable partners to their clients.

Advertising: Navigating Effective Strategies The conversation shifts to the effectiveness of advertising for graphic designers. Lauren and Rodrigo draw from their own experiences to caution against blindly investing in advertising without a clear understanding of target audiences and value propositions. They stress the importance of organic marketing efforts, such as content creation, networking, and industry involvement, in building lasting relationships and driving business growth.

Solving High-Value Problems: Real-World Examples One of the episode’s highlights is the exploration of high-value problems graphic designers can solve to increase profitability. Lauren provides insightful examples from industries like weddings and real estate, where designers can offer tailored solutions to attract the right clients and drive business success. From branding strategies for wedding vendors to community branding for real estate developers, designers have ample opportunities to demonstrate their value and expertise.

Don’t miss out on this value-packed episode, where Lauren and Rodrigo provide invaluable insights and practical advice for graphic designers seeking to increase their profitability and make a lasting impact in the industry. Tune in to Earning by Design and embark on a journey to success in the world of graphic design.

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PLUS provides examples of what you should charge per service.

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Do you want to learn
graphic design?

This free guide contains 6 exercises to help
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Struggling to get
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This free and actionable guide contains the steps that I took to go
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