Danielle Alexander Design LLC

Let me share with you a little secret that I've come to learn from experience . . . setting expectations, especially when it comes to marketing and marketing materials, are VERY important to set and establish early.

If you've never had to have a tough conversation regarding expectations, consider yourself lucky. It's just the worst.

I've learned over the years that setting expectations and creating context are vital in both professional and personal relationships.

Professionally, as a business owner and as someone that works in the creative world, I've found that establishing expectations and providing clarity is necessary to keep everyone on the same page

When expectations are set up front—things like timelines, deliverables, rounds of revisions, and what’s included in the price—everyone is on the same page. That means fewer awkward “I thought this was included?” conversations. This can be especially the case when an estimated project price is set and never an actual price. Being clear, concise and thorough in describing the details of the work that will be done, the time that it should take and setting a deadline for the work to be completed by will keep everyone on the same path.

It can also be a good idea to provide more than one option, people like options, and then also show them what each option will cost. Again, setting clear and defined expectations.

Losing momentum is the kiss of death. Defined expectations around deadlines and feedback helps avoid bottlenecks.

These are hard conversations for young professionals, but don't worry, you'll get it. With time comes experience and the confidence to have these tough conversations and keep everything on schedule. Time is money.

(Photo: A proper weld VS a duct taped repair.)

In the business world, getting things done quicker and at a lower cost is what most businesses aim to do.

It makes sense because the less they have to spend the more they can potentially add to their bottom line. They streamline to become become more efficient but at what REAL cost? Should customer service be lessened to save money?

I think the saying goes, "you gather more bees with honey" would apply here.

Let me give you an example of what I'm talking about.

Kevin is someone I met through networking and it turns out that while both of us work in marketing we work on different aspects of it.

After we connected I got my branded stationary out and sent him a physical note in the mail. Kevin then took a picture of my 'Thank You' note and tagged me on LinkedIn to share with his 5,400 followers and then took another step, he shared it on his newsletter.

What does that all mean? I believe there's POWER in using Direct Mail. I think it should be given more serious consideration as an option to connect with customers, either business or consumer.

True, it may be a bit more expensive, require more manpower to get out the door but it's more IMPACTFUL.

USPS will in fact allow you to ship things without an outer packaging like a flip-flop or pop bottle. I once sent a ball to a client and there was a measurable uptick in my web-traffic based on that delivery.

So the bottom line is this, don't think just about the cost of doing business, think of the cost of connecting with customers and growing your business from those costs. It should be a part of your company's growth strategy if it isn't already.