At Two Sisters Creative, we haven't had many graphic design jobs go bad. But when they have, the main reason is that the clients have no idea what they want to accomplish with the piece we're creating. This sounds crazy, but it’s true. Developing a company brochure just because you want one is not a good reason to do it.

There are a few things you can do to figure out your audience and goals.

1. Who is your audience? You need to know who they are, how they buy, and what they want from you.
2. There are many reasons some one needs to hire a designer. Maybe you need a professional brochure that will legitimize your company because prospects expect you to have one? Or maybe you want people to attend a trade show. Sometimes our clients just need a menu of services. But you need to know what action you want your audience to take when they get your piece.

If you have answered these questions and know exactly what your marketing project to do for you, you will be able to assess whether the graphic designer you are meeting with will be able to produce the right product for you. A web designer may not be the right person to design your 18-page booklet. And a logo designer may not know anything about trade show materials. Knowing what you need will help you hire the right person for your job.