Touch Points

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Updated September 19, 2022
Art for Money

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As part of your proposal, list the touch points—that is, the moments over the course of the project where you (and/or your team) will engage in a planned conversation with the client (and/or their team). The purpose of these touch points might be to hand off the deliverables, ask questions, or give a general update on the progress. Over-communication is key, because, as James Altucher says, “Most people are 8-year olds.”

This is not an insult to anyone, it’s the reality of dealing with busy, stressed, insecure, distracted human beings, some of whom don’t care a lot about their jobs. You might be dealing with one person, or more likely, a team of people who don’t talk to each other. They are never listening as closely as you think they are, so you need to repeat yourself.

This might sound annoying. Get over that, and quickly. Just master it. It’s not hard, and it will reward you exponentially. Get in touch with the client over the course of the project, rather than waiting for them to get in touch with you. Even if there’s nothing to report, just say a quick “hi” and remind them what you’re bringing to the next touchpoint.

Phases of Work

Break down the phases of work. Even the simplest job can be broken into smaller pieces that are easy for your client to understand and easy for you to deliver.

The objective of breaking the job into phases is to give your client a quick inside look at what goes into this stuff. Let’s say a client asks you to create a logo for her business. For simplicity’s sake, let’s say this client’s business is small, and she’s a bit less experienced when it comes to working with creatives. We’ll call her Tanya.

When Tanya first contacted you, she had a certain idea in her head. You asked her what she was interested in seeing, and she says that she wants something clean and modern but also retro and classic and also a little edgy. When you ask her to show you references (existing logos that she’s attracted to) she says, “It’s in my head. I’ll know it when I see it.”

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