Being a Starving Graphic Artist Sucks

Am I Kidding? Expert Freelancing Marketing Tips from Lady Gaga and Richard Simmons?!?!

I didn't sleep well last night. Whether it was my legs that hurt from my 15 mile ride or that there was just too much on my mind; I just couldn't rest. Not to disturb my wife I settled down in my studio/office to watch some television until I relaxed enough to go back to sleep - a proven strategy that's worked for me over the years.

If you've never watched television around 2:00-4:00AM before, I have tell you that you'd be surprised at the totally bizarre people and products that are on at that time of the night/morning - the phase, "Wow, they only come out at night" definitely applies.

Two Annoying Divas:

While I was flipping channels during this 2 hour bout with insomnia I eventually landed on MTV and saw a video from Lady Gaga - for what song I can't remember, but what stuck with me was the thought, "Exactly what planet is this girl from? What a freak."

But I'd have to admit, like most people under 40, I've at least heard of Lady Gaga but I'd never seen her before. Hmmm, after seeing Ms Gaga strut her stuff in one of her latest videos I came to the conclusion that whatever she was selling with her voice, peculiar costumes and barely comprehendible lyrics - I wasn't buying it. Time to change the station...

I flipped the station to another channel, regretting the exasperating two minutes I spent trying to understand what the hell the Ms Gaga video was all about. I figured anything would be better than watching Lady Gaga. In fact, I didn't think there'd be any conceivable way that I'd find someone more bizarre than her - I was wrong. I went from a Lady Gaga video to an infomercial for one of Richard Simmon's, "Sweatin' to the Oldies" fitness videos. Lucky me, huh? If I thought Lady Gaga was "out there", Richard Simmons, this aging fitness diva, was certainly giving a Ms Gaga a run for her money. 

As I watched this infomercial I couldn't help but smile and even chuckle to myself as I watched happy but goofy-looking, middle-aged people (wearing clothes right out of the 80's), trying their darndest to sweat off the loads of pounds they'd accumulated over the last 20-40 years of their life. I am not sure if I should have found this humorous, inspiring or just plain sad. I felt them all at the same time. After a few minutes of Richard's shrill voice and bad background music I finally decided to make my way back to bed. Before I went to sleep I thought, "Isn't it funny that these two people can turn out such garbage, and yet they are both rich and famous? How is that even possible?"

The answer to that question is actually pretty simple: neither Lady Gaga nor Richard Simmons really cares a bit about me or what I think (an athletic male in his late thirties). What I mean is that they've ingeniously defined a very tight market niche that they're marketing to, and I don't fit into their target audience. They don't care about me and what I think...and if I were them, I wouldn't care either.

With her outlandish image and persona, Lady Gaga targets younger kids in middle school to college. On the opposite side of the spectrum, Richard Simmons is targeting older and or out-of-shape people. Since I don't fall into any of these categories, you could guess that I probably won't be interested in, nor will I buy from either of these two personalities. But for both of them this isn't necessarily a bad thing, they've wisely decided to target a specific audience and they've made a butt-load of money while doing it. I'll never buy anything from either of these two crazy people, but I have to give them a tremendous amount of credit for defining a specific group of people and coming up with an image and products that those people would want. Brilliant.

What Do Lady Gaga and Richard Simmons Have to do with Your Freelancing Business?

I thought about all of these things in the context of running a freelancing business. I thought about how many times over the years I've talked with aspiring freelancers that told me, "Hey, everyone out there is a potential client. My strategy is just to market to the broadest audience I can, and that's how I'll become successful." I've then seen the long-term results of that strategy - most of the time they failed.

The key to finding success in targeting a specific client base or audience is to strike a balance between narrowing your audience (like Lady Gaga and Richard Simmons) and making sure there are enough people in your audience to run a successful business. When you think about who you're marketing to, do you try to get anyone and everyone you can or are you more specific like Lady Gaga and Richard Simmons?

Killer Freelance Designer Advice: Successfully Handling the Most Frightening Networker on the Planet

I don't mean to outright scare you, but since we're colleagues I feel it's only right that I take a few minutes and warn you about an evil you will eventually encounter in promoting your freelancing business (if you haven't already)!

 Now if you're out there promoting your business through networking in the local business community (and you should be), you're eventually going to run into the most feared, most aggressive networking entity known to man. I'm talking about a hideous beast with an insatiable hunger to devour as many victims as it can - I am talking about the networking professional that peddles a multi-level marketing product (Amway, Melaluca, Juice Plus, etc...)

DO NOT, I repeat, DO NOT try to run or hide from these people. I've seen them reach speeds up to 25 MPH in short distances in order to catch their prey. Playing dead won't help you, and becoming aggressive has left many freelancers maimed and helpless.

I know you're thinking, "So what can I do to avoid being a victim and having to either purchase this person's crappy products or become a distributor like them!?!?!" I have figured out a way to get around these hard line sales people with some bulletproof excuses that will keep you, your wallet and your sanity safe (so you can focus on networking your freelancing business instead of always having to deal with these people's sales pressure).

Bulletproof excuses:

• MLM networker sells beauty products - say you have sensitive skin, it's taken you years to find products that work & feel good, and you're not going to switch.
• MLM networker sells food or drink products - say you have a sensitive stomach that gets aggravated easily (for me this is true). Say you've been to see the gastroenterologist and that she/he has recommended you steer clear of these types of products because the tend to aggravate your heartburn or queasiness.
• MLM networker sells cleaning products - say that you're happy with the cleaning products you have because they don't cause any allergic/negative effects with your pets, children or family members who often visit you. Say you have a friend that often visits that's overly sensitive to products and that the products are using now are working fine so there's no need to try something new.

Well, the list can go on and on, and I am sure you're starting to see a pattern with each example. The key in this working is to have a well-planned out reason why trying the new product isn't in your or your friends/family's best interest. Saying, "I am not sure", "I kind of like what I have now", or "Well, let me think about it" is only going to make these MLM salespeople more aggressive.

Before you join a new networking group have an idea of what types of MLM products are popular (check the web), and take a few moments to think of how to gently tell these people that it wouldn’t make sense to try their product. If you don't, you'll find yourself more occupied with how to avoid these people rather than focusing on promoting your freelancing business.

Creative Freelancers: Why Selling Graphic Design and Web Design is Foolish?

What do you really offer or sell to potential clients, is it graphic or web design, or is it something else?
When you're meeting people or at a networking event do you feel they're eager to learn more about how you can help their business?

If you're getting luke-warm responses from telling people you "do graphic/web design", maybe your focus should be on telling people that you offer:

• The ability to attract new customers, better customers
• Confidence so you can promote your business without apprehension
• Having you stand out from the competition, bring out what’s unique in your business so you don’t get lost in the crowd
• Ability to charge more for your products and services
• Allow you to focus on running your own business. Allow you to get to those things you’ve never been able to because you’ve been pulled away doing this type of stuff

Bottom Line: No one cares that you do graphic/web design - go to any big networking group and you'll find that everyone and their Mother seem to claim to know web and graphic design. Differentiate yourself and focus on what clients REALLY want (the bullets above), they're what you offer/sell, how you do it is through graphic and web design.

Snatching Defeat from the Hands of Success - How Freelancers Can Lose a "Sure Thing" Client

I learned a humbling lesson over the last few days. A potential client called me up last Friday and mentioned she was referred over by one of my best clients. She left a message in the morning and I got her back in the early afternoon. It turns out she was heading to the doctor's office to pick up some antibiotics for flu she was developing, but she still wanted to talk with me for a few moments.

The conversation lasted about 10-15 minutes and I (if I do say so myself) was great - I was genuine, relevant, funny and I was hitting all of her "buy" points. During the conversation she'd mentioned 2-3 times that I sounded "wonderful" and that she was really excited about the direction I was proposing for her brand and business. In passing she did mention that she was looking at one other freelancing company (probably just to keep me honest), but she made it clear that I had the inside track because of the referral and the fact that we were getting along so well.

After about 10-15 minutes had gone by she politely but reluctantly told me she really needed to get to her appointment. No big deal, I thought, "This is a done deal - she's already sold in working with me!"

Then I figuratively shot myself in the foot and made a critical mistake that lost this account.

Feeling confident there was no way I'd lose this prospect; I asked HER how she would like to proceed with things. Big mistake.

She again told me she was very excited about continuing our discussion and that she'd call me the Monday after the weekend. She never called.

Lesson Learned (Sadly I learned it again because I knew better):
NEVER give responsibility to follow up to the prospect/client. Even if you feel you are a lock to get the project. I should have suggested that I follow up with her on Monday, not wait for her to call me. You never know if a potential client may get distracted, forget about calling you, etc. Take the responsibility out of their hands and ask something like this, "Why don't I follow up with you on Monday, we'll finish off this conversation and see if we can get you moving forward with things."

Seems like a little mistake, doesn't it? Probably cost me thousands.

If You Like Me, and if You Think I am Talented, Why Don't You Hire Me as Your Freelancer?

After meeting up at the gym, my Uncle hooked me up with a bottle of acia juice a couple of weeks ago. Acia, if you've never heard of it is a lot like a blueberry on steroids. My Uncle promises me as he hands me the bottle that it will do wonders for my energy level and may even have some medicinal qualities to help my sore hip.

Over the next couple of weeks I try the stuff: one shot in the morning and one at dinner. It's actually not too bad, but when asked if I'll order some of it, the answer's, "No". I know, I just got done saying I like the stuff, I do, but I don't like it enough to pay for it. In truth, I may feel a little more energized and it didn't taste that bad, but I didn't experience "wonders" when it came to my energy level and it didn't do anything for my hip. In the end the benefits I perceived I was getting were enough to justify the cost. I like acia, it's probably pretty good for me, but I am not going to buy it.

I thought of all of this in the context of clients hiring me...or you as their freelancer. Over the years I am sure there have been clients that would have loved to have worked with me, but their perceived value of what they were getting didn't match up with the price I was charging.

So it is possible for a potential client or existing client to like you, and to think you're talented but still to go in another direction. How odd I learned this lesson from a plant that native to countries like Brazil and Peru that until last year I'd never heard of.

Graphic Designers / Web Designer, How to Keep the Heck Out Limbo When Looking for a New Job or Freelancing Gig

"Well actually, we went with someone else..."

Surprisingly, sales professionals will tell you that this by far isn't the worst answer you can receive when interviewing for a new job or freelancing gig. Actually they'll tell you that, "We'll let you know", "We'll have to think about it", or "We've got more candidates to talk to, then we'll get back to you" are the worst...more on this later in this post.

I know what you have to be thinking, "No" means, "I am out", but the other three responses that were listed above still mean I have a chance...right?

The answer is...well, yes...and no, it really depends. Many interview professionals believe that the decision whether to hire you or not comes within the first 5-10 minutes of the interview - everything after that is just filler. Hmm, I am not sure I completely buy that, but I do know that once we cast an impression on someone it can be difficult to change (so yes, first impressions are important!)

You might wonder then, "If the client or employer has already made a decision about hiring me, why would she/he try to stall by saying they'll get back to me?"

That's a good question...the answers might come as a bit of a rude surprise to you:

1. First off, clients and employers (savvy ones anyway) of course want to avoid a scene. These people know that interviewing is a stressful and emotional time for job seekers and freelancers, so telling a candidate, "No thanks dude, you're not a good fit." right to someone's face might cause a scene. By stalling by saying, "We'll let you know" gives the client or employer the opportunity to let the stress level deescalate, and it allows them to tell candidates over email or the phone, where it won't cause quite a scene. And sadly, some clients and employers really have no intention of ever getting back to you, they just hope that you'll get the hint when you haven't heard from them in a while.
   
   
2. Secondly, clients and employers might feel a candidate isn't a bad fit - maybe they like the person but they feel they might find someone better so they'll stall the first candidate in the hopes that they'll find someone better. If of course they don't find someone better they may end up going back to the first candidate, but by stalling they don't risk anything. While I don't care for this approach, it's done all of the time and is just part of the job/gig hunting process. In their defense, even if a client or employer has informally selected a candidate, they may end up going through with all of the interviews they've set up as a courtesy. 

Okay, so going back to which is better: "No", or "We'll get back to you", it's important to note that there are times that "We'll get back to you" really does mean just that - they'll get back to you when they've made a decision - so it MIGHT not be bad. It's unrealistic to assume that clients and employers can make a yes or no decision right there on the spot, so affording them time to make a decision is just common courtesy on your part.

So the real trick here is determining which clients/employers are using this as a stall tactic and which ones legitimately are considering you and need some time to make a decision.

Why Limbo Sucks:
Be honest, it's aggravating, really aggravating having the feeling that you have to just sit there and wait for a client or employer to get back to you. Perhaps you don't feel like moving forward with anything else until you've heard back - you just want to hear back from these people and then you look into other things. This is exactly why sales professionals, who get, "No", "Yes" and "We'll get back to you" on a daily basis, can't stand "We'll get back to you" - waiting in limbo means you have to check back with people (time consuming), and in some cases it can emotionally paralyze some candidates/sales pros from looking into other opportunities.

The reason why sales professionals often prefer, "No thanks" to "We'll get back to you" is that it allows them the emotional freedom to move on to other opportunities rather than having to wait for someone to get back to them, and while I know you're not a sales pro, but the idea still holds true for creative professionals. Being in limbo is no fun.

PS - Completely off the subject, but a couple of weeks ago I stumbled on Chris Brogan's blog. I've never met the guy but he's got some great content over there as well, check it out.

My Direct Mail Postcard Bombed, It Was Probably Due to Bad Design, Right?

Well, what do you think of this piece of trash?
Yeah, you read that right, this is rubbish.

Isn't it easy to see all of the things that are wrong with this?

What?!? You actually don't think this is a bad piece, and you can't figure out how it ended up in my dubious, "Bad Photoshop/Bad Design Category".

To be honest, I don't have a problem with the way that it looks either, in fact, I like the design! But it still doesn't change the fact that it's rubbish...at least to me. The problem with this piece isn't with the design, it's with generic and wasteful, "Let's target everyone and hope it works" marketing approach to attracting customers.

Let's look at this from a cost perspective: this 6" x 11" full color, double-sided postcard with postage probably ran the client $.50 - .$.75 to send to me. Not too bad, right?

Well, the problem is that while I have heard of the 4 singers on the back of the postcard I barely have heard of, and I don't have a chance of naming any of their songs. I don't like country music*, I've never liked country music, and I am not about to listen to music I can't stand just for the minuscule chance I'll actually win the $25,000.

I wonder:
Why did I get this postcard if I can't stand country music?
How many other people in Phoenix that dislike country music got this postcard?   
How much money did this radio station waste on targeting the wrong people?
 
I don't mean to go harsh on country music, the radio station or the designer, BUT the marketing expert or firm that recommended that the station just buy a generic list in Phoenix and send out as many postcards as they can afford should be asked, "What the heck were you thinking?"

This type of irrelevant, non-specific, interruption marketing is outdated and offers a very low return on investment. Again, it makes me wonder why the marketing "expert" here:

• Work with local music stores to find out who's buying country music?
• Target folks at monster truck rallies, Phoenix International Raceway, bars that play country music and other events that people are more likely to listen to country music?**
• Target clothing stores that sell cowboy boots and country styled apparel?

The point is, if you as a freelancer are sending out direct mail like this to bring in new business/clients, you need to work to define and hone down your list. Unless you want to dump a load of cash down the sink, put as much time and energy into developing a good list as you do your design - you'll be glad you did. Savvy marketers will tell you the piece (your postcard) is only as good as the list it's sent out to.

* If you do like country music, that's cool...please don't be offended. I am certain I've got some music tastes that would make fall over laughing.

** No, not everyone that goes to these events listens to country music, but the folks going there in Phoenix are more likely to listen to country music than those going to the opera.

How did Your Freelancing Design Business Do in 2009? How Do You Intend on Improving in 2010?

As the holiday season and the end of the year approach, this is a good time for reflection over the last year. Around this time of Christmas trees, church services, holiday treats and presents, I find myself asking some difficult questions about how I did over the last year, what I want ’10 to look like, and what I’ll need to do to make it happen. I would encourage you to do the same. With many clients more preoccupied with their families than their business, this is the perfect time for you to take inventory of where you’ve been and where you want to take your business in this next year.

The trouble is that most people either fear change or they think it’s too hard – you’ll find some of your potential clients are this way. If you ask them, “Do you plan on growing your business this year?”, they’ll of course respond with a resounding “Yes!” If you then ask “What steps are you going to take to make that a reality?”, you’ll typically get a blank stare followed by “Hmm, I don’t know.”

Wishful thinking is nice to have but it’s no way to build a successful business. Blind hope without planning or action is worthless – I know that sounds harsh, but it’s true. I would encourage you to look over the last year and evaluate how your business is done.

We’re you as successful as you wanted to be?
Did you make significantly more money and bring in more clients than last year?
If you plan on ’10 really being your break out year, how do you intend to do it?
What will you do different or better in ’10 than you did in ’09?

It’s important to be honest with yourself: if you’re comfortable doing freelance on the side as a hobby, that’s fine, or if you’re happy with the rate you’re being paid, that’s okay too. If these are things you want to change, I would encourage you to take different action steps in ’10 rather than doing the same things over and over and just hoping they will work.

Ask yourself what steps you’ve taken over the last year to grow your business – how have they worked? You may be surprised to realize that many of the things you thought were helping didn’t do very much at all.

If you’ve bought new Photoshop books, occasionally participated in online forums, subscribed to a couple of free eNewsletters, subscribed to some RSS feeds or whatever you’ve done, ask yourself how much have they helped your business grow and how closer have they moved you to success?

If you’re not getting the results you want, maybe it’s time to try something new for the New Year - just something to think about. If I don't get a chance to talk with you before Friday, have a Merry Christmas.

Freelance Graphic Designers: What My Crappy Backpack Has to Do with Your Potential Clients

Well, this is my backpack.

Sucks, doesn't it?

I've had it for years - darn thing's loaded with cat hair, a couple of the zippers are busted, it smells a little funny and if you look on the right side you'll see that one of the straps was coming apart so I wrapped a shoe lace around it and taped it with white athletic tape to keep it from splitting (a friend's dog chewed on it - thanks Jess and "Roscoe").

You know the backpack sucks and I do too...in fact I've known it sucks for years, but still I kept it.

Recently I started working extensively with a physical therapy client and I needed to bring the backpack into the clinic because I was toting my gym clothes in it as well. Not surprisingly it didn't take long before I became a little embarrassed and self-conscious to carry my half-eaten, cat hair covered, funny-smelling backpack. I knew I FINALLY had to do something about it, so I broke down and had to buy a new one (see below).

Had I not been put in this situation whereby I felt embarrassed, I might have kept the old backpack for a little while longer - even though I knew it was crusty.

So how the heck does this relate to your potential clients?
Many of the people you'll meet (potential clients) have business cards, logos and web sites that look like they were created by a 5 yr old with attention deficit disorder and a box of crayons. In fact, the collateral for their company looks as bad as my backpack. And just like me, these people know their collateral sucks (just as I knew my backpack sucked), but it often takes a change in circumstances for them to want to do something about it. When the pain of having the old, crusty option becomes greater than the pain of change, people will finally make the upgrade.

The lesson here is that when you spot someone what a bad logo (perhaps they're featured on www.yourlogomakesmebarf.com), don't always expect them to jump at the chance to have it improved upon. But, if you stay in contact with these this person/people, there's a good chance they'll remember you when their  circumstances change and they decide it is finally time to get rid of their old backpack...or logo, whichever is the case.

PS - Thanks to Sneh over at the Little Box of Ideas for taking time out of her schedule to review "Verbal Kung Fu for Freelancers".

Sneh's got top-shelf skillz (yes I know that was a z) as a designer, and she has a terrific resource over there at L.B.O.I., do yourself a favor today and pop on over there to get your creative mojo today. Thanks Sneh, glad you liked the book :)

How Face Cleanser Illustrates How Clients Seek Out and Go with a Cheaper Creative Freelancer

I've been using St. Ives facial scrub for years. I know, that's perhaps not the most "manly" thing I've started a blog post with, but it is what it is (a girlfriend introduced me to it a long time ago - get over it :)

My wife who does the shopping noticed that it was running us about $4-$5 at the store and felt that was a little high. She poked around the "soap aisle" at the grocery store and found they had a few generic store brands that were virtually the same - all offered at about $2 cheaper.

She let me know that she felt the current price was a bit high, that we could get it for about 1/2 as much and that she didn't feel there was much of a difference. Hmm, I don't often like to tinker with things that "aren't broken" but in examining both soaps, she didn't perceive any difference in quality so I decided try one of the generic brands.

My wife was right, I didn't see much of a difference (other than the packaging wasn't quite as nice - who cares?), it didn't feel any different, smell any different or work any different. All of these things made my decision pretty easy - I switched.

I hear about this a lot from other freelancers when it comes to them working with a client one month and all of a sudden they are working with someone else. The products are different, but the same story is probably unfolding as my example above.

Here's the run down: 

1. One of the clients/buyers recognized that we were paying a lot for a good/service.
2. That same client/buyer took note that there were other options available. Those options looked fairly comparable to the current option.
3. The clients/buyers discussed the higher cost and the alternative available options
4. The clients/buyers decide that the risk of trying an alternative option isn't that great, so they decide to give one of them a shot.
5. Upon trying the new option the clients/buyers don't feel or perceive any difference in quality, performance etc.
6. The clients/buyers enjoy the cost savings and decide to permanently switch to the new option

The bottom line is that if your clients can't feel, see or perceive any difference between you and other freelancers out there, they'll eventually gravitate to using the cheapest option. How can you differentiate your service versus other freelancers?

Told you I'd be able to relate face scrub back to freelancing!

PS - If you found this helpful you might want to take a peek at my Being a Starving Artist Sucks book's table of contents, it's jammed with info like this.Thanks to Gwen who wrote me, "...What I’ve read so far has been great, affirming, and has already bolstered my confidence. Thanks for writing them!" Thank you Gwen, remember if you have questions, I am here to help.