I read a very interesting article this morning on graphic designer Susan Kirkland’s blog about spec work - which is, essentially, doing all the work before you get hired in hopes of getting hired - and it got me to thinking about a project I’ve been working on the last couple of days.

Jim has me drawing up a new look for one of our clients, because although they’ve expressed an interest in updating, they’ve not taken us up on our offer to spruce up their site. The idea is that the client will see firsthand what they can have, and will jump at the opportunity to have it. Theoretically, it’s nice, but logistically, it’s impractical. I can spend the dozens of hours on the mockup of a new site, but the truth is, the chances of them going for it are about 50/50. If they accept it, great; the work is done and all I have to do now is implement it. If not, however, I’m left with hundreds of dollars of work that is completely worthless now. Not exactly a sound time investment.

We decided on a compromise: Get together a general idea of the new look, and present it with an outline of the extras we can/will do should they decide to move forward with it. We still run the risk of the client not being interested, but this way they (the client) get a little taste of what we can offer them personally, and we’re not out too much time if they decide not to use it.

All in all, doing spec work isn’t the best way to get clients when you’re a start-up company or independent contractor. It does, however, have its place with particular clients who really need to see what you can do for THEM - not just what you can do in general.