Getting approval for an ad can be one of the more annoying parts of my graphic design job. The problems I have aren’t what you might think. If I was sending something out to a graphic designer, I’d worry about things like:
- Do I like the design?
- Has the designer introduced any textual or other content errors?
- Does the ad meet the requirements I specified?
- Does the layout benefit the content?
- Easier to read
- Easier to identify key elements
- Attracts viewer to read it
My clients rarely have these concerns. Instead I have conversations like, “Is that the right date? Sir, you supplied the content for this ad, Sure, but is it the right date? It’s the date you supplied me with; But I don’t think that’s right, and I know that’s not the correct phone number! That’s the phone number you gave me; That’s my wife’s cell phone number. I don’t want these calls to go to her!“ Needless to say, receiving the correct text would simplify my job considerably.
The other significant problem with getting an ad approved is the “Oh, and one more thing!” problem. Clients often say that they want an ad with limited text, but once we’re in the proofing process, text gets added at every opportunity. Now when I lay out an ad I often look at it with an eye for where I’ll add text later. It doesn’t always happen, but when it does, I’m prepared for the contingency.
Here are some things should be taken into account when getting ready to present an ad for approval. The client will:
- dislike the text of the ad (Which they wrote)
- want the photos to be bigger. (They’re already maxed on resolution)
- dislike your choice of fonts. (How about Arial 12pt bold?)
- want all of the text to be bold (Because it’s all important)
- want all of the text to be bigger. (Because you know, it’s all important)
- dislike like your choice of colors (Which they previously approved)
That doesn’t mean you’ll need to change all or any of these thing. You do however, need to be prepared to address these and other issues as they come up. Be prepared to defend your design, or make the changes. Sometimes making the changes is the best business solution, you have to know your clients, but don’t be afraid to justify your choices.
My final thoughts of the approval process are summed up by CYA. Cover Your Ass. Document your work, every time. Have a specific, organized, and thorough approval and proofing process (both in-house and by the client). Follow your specific and organized, and thorough approval and proofing process, every time. Get your client to sign off on the final product, you guessed it, every time! Don’t take a clients muttered approval over the phone, just because they’re in a hurry. They need to review the final ad, and sign off. If in doubt about a client, get them to sign the actual ad, not just an attached approval form. Years ago I had several repeat customers that would always bring to question whether they approved the final printed ad. Showing them their signature on the face of a copy of the ad stopped those conversations dead. (They were otherwise very reliable clients, so I let this one eccentricity slide.)
You want to get an ad approved reliably? Here are the key points to remember:
- Document everything
- Be prepared to adapt your design
- Be prepared to defend your design
- Have a specific, organized, and thorough approval and proofing process
- Follow your specific, organized, and thorough approval and proofing process
- Get a clear approval - CYA, every time
Once your clients have gone through this approval process once or twice, they’ll know what do expect and often like it. Deal with your clients with honesty and integrity and they will often reciprocate. Provide a reliable product and quality service and they’ll likely be repeat customers.
