If you’ve ever OR about to engage with a designer (web designer, graphics…), be careful.
It’s dangerous to let the designer lead your marketing project.
Designers are amazing at making things look pretty, font choices, colour choices, and some seasoned designers know how to create dopamine (happy hormone) and great user experience.
But here’s the dangerous part.
Most designers lack the core marketing skill that fundamentally determines your sales – Why people buy your stuff?
Do you know the difference between the Best-Written Book and the Best-Selling Book?
Designer | How can I design the best website or brochure?
Marketer | How can I sell the most?
Designer | Will this font look cool?
Marketer | Will this message resonate with my ideal clients?
Designer | Does this button match the colour tone?
Marketer | Does this offer generate the most conversion?
I know what you might be thinking.
Why are you trying to devalue design? No I’m not. Being a designer in the past for a few years, I know how important it is to have great design (it’s one of my conversion pillars)
Design is essential, but it needs to be done in the right order.
Do your Message and Strategy FIRST.
Your design is there to enhance your message, not just to make things look prettier.
If a designer truly understands why you’re paying money to make a website or design a brochure, they should know. The new website is just a means to an end.
The end goal is to help you get more new clients.
Do you want the Best-Written Book or the Best-Selling Book?