How to get the best work from a creative consultant

Hiring competent creative talent to create your brochure, newsletter, Web site or press kit is important. But, the essential ingredient to creating a piece that accomplishes your goal lies with you - your input and your ideas.

Here are some suggestions for helping you manage the creative process so that you get your money’s worth.

    Do your homework

    Before you hire creative talent, decide on your goal. What is your message? Who is your target audience? What is unique about your company?

    You are the authority on your business and your customers, so you need to have your game plan in place before the creative process begins.

    Interview carefully

    A consultant’s ability to get a point across - in words or in pictures - is more important than having prior experience in your industry.

    When reviewing work samples, ask the person about a particular piece’s objective so you can decide how effectively it was reached.

    Don’t discount “chemistry.” You need to feel comfortable with the person in order to work effectively together.

    Foster cooperation

    Involve the final decision-maker early on. This gives the consultant clear direction and avoids costly revisions down the road. Give the consultant as much information as you can and make yourself available to answer questions during the project.

    Most importantly, set a realistic schedule for the project. Technology has revolutionized production techniques, but the creative process still takes time.

    Rely on more than a handshake

    Any reputable consultant will be willing to put into writing the business arrangement you’ve reached. This protects both of you. Make sure it includes the scope of the project, goods or services to be provided, the project timetable and the fee. It is customary for a consultant to receive a deposit before work begins.

    Enjoy the rewards of your hard work

    Taking time to plan a creative project and educate your consultant is a good investment. You’ll get top-quality work that will help your business thrive, and you’ll have a skilled and knowledgeable consultant “on call” for your next marketing communications effort.