Why Being Unremarkable is Bad for the Freelancer and Client

by Rico on October 29th, 2007

The problem with popular styles—like the famous wet-floor look—is that everyone wants to do them. So you may find yourself presenting to a client, only to be met with “But that’s not what our competitors are doing, isn’t it?” Who could blame them after all, when certain styles are so good that using them is actually a sign that your in with the times right?

But before you eagerly follow your client’s wishes, consider this: such an approach means that you and your client will probably come up something similar to what the competitors are already doing. There are many reasons why producing output that looks like someone else’s work isn’t exactly great. Let me talk about two of them.

A failure to convey the client’s message

Most clients hire freelancers to fulfill a set of objectives, and mostly these objectives have something to do with communication. A key aspect of effectively conveying a message is to make it stand out from the rest, something that’s particularly crucial in today’s world of information overload.

So if a client is left with decent but run of the mill output, the chances of attracting the right attention and making an impact become much more limited. I’m sure that clients would rather have something that is truly worth the time and money they commit to a project. Conveying a message becomes so much easier when it’s done in a fresh (read: different).

A failure to distinguish yourself

It’s probable that freelancers become famous only when they’ve proven their creativity and inventiveness. Or at the very least, they’re known for the fresh approach they take towards projects.

Earning this reputation is impossible when a freelancer is known for following the crowd. No doubt such a contract worker is very proficient, since the ability to pick up other’s styles requires that. It’s also quite possible that jobs are easy to come by, for the reasons outlined in the first sentence of this post.

There’s nothing wrong with using the work of others as inspiration, as it’s a great way to learn. But the fact remains that the only way to stand out is to be different.

Conclusion: It’s in your and your client’s best interest

Pushing for something different may seem self-serving to the client. Creative people are notorious for indulging their imagination, practicalities and objectives be damned. Yet it’s always possible to convince a client that you can strike between a balance the new and what works.

There’s always a way to creatively fulfill a project’s requirements while still being able to explore new methods. The challenge we constantly face is formulating an approach that makes everyone involved—you, your client, and your client’s target market—happy.

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