Marketing communication fast, good and cheap?

Fast-Good-Cheap: pick twoSometimes clients will demand their job done fast, good and cheap. This is especially true when they work with freelancers.

In reality, you can only have two of these at the same time.

If you want good and fast, there is no way it can be cheap. To get your job done, your freelancer must reschedule all other jobs, work long hours and spend at worst two or three days juggling with the backlog your job created. Priority always has a price.

If you want good and cheap, it cannot be fast. Jobs with fixed production deadlines and jobs that are more profitable will take priority. Your freelancer will be able to attend to this type of jobs only when there is nothing more urgent in the works.

If you want fast and cheap, it won’t be good. Even if your freelancer is willing to accept a job like this (his or her own reputation will be on line), there won’t be time to do any background research, plan the work in much detail or polish it to the usual standards. Quality will always suffer from being rushed.

This is why you should always plan for enough time and have a reasonable budget when ordering marketing copy, visual design, software development or any other creative job.


  1. @collentine - 2010-05-02 @ 23:22

    good and simple explanation:D

    • Kimmo Linkama - 2010-05-03 @ 00:37

      Thanks for stopping by for the kind words, Josef.

      It’s quite simple, really. If you think about having your hair cut, your car repaired or getting a doctor’s appointment, the same holds true. Why would it be any different with any other service provider?

  2. Jon buscall - 2012-03-08 @ 08:30

    Well put! I wish a lot of my customers were aware of this. They often want things yesterday and claim they have very little budget. Even really big corporations.

    • Kimmo Linkama - 2012-03-08 @ 13:12

      Nice to see you here, Jon! Of course, it’s natural to an extent that customers behave that way. If I take myself as an example, I may have been looking for a perfect product to fit my needs for a long time, and once my mind is made up, impatience kicks in. Now that I’ve used all that time to arrive at the solution, I want it NOW. In business, though, and in particular B2B where jobs often take a long time to complete, disruptions to the creator’s schedule may have surprisingly big after-effects. It is a good idea for rush customers to take a look at how their own business reacts to ready-by-yesterday-on-a-shoestring-budget orders – and take their cue from there.

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