Being a Starving Graphic Artist Sucks

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.

How to Get More Business from Your "Designed By" URL - That NO ONE Else is Doing

A look at any web site and you'll usually find 2 items at the bottom of the page:

1. The web site copyright
2. The URL to the designer/developer's web site

The copyright's a necessity...but when you get down to it, I suppose so is the URL. Over the years I have received some business from dropping my name and URL at the bottom of a web site. In fact most web designers probably have - many would love to place a loud flashing animated gif down there if they could get away with it. But there's a better way to ensure you get business from visitors clicking on your URL, and it doesn't have to do with a putting your web address in 20 pt. bold font :)

If you're designing sites and do put your URL down at the bottom of the page, where exactly did visitors go when they click on it?

They go to the main page on your web site, don't they?

Big mistake that's definitely costing you business.

Think about this from the user's perspective, you're on a web site that you kind of like, you click on the link at the bottom of the page and another window abruptly pops up that has nothing to do with the site they were just on.

Now the user is on your main page and has to go through an entirely new experience...an experience that has nothing to do with the site they were just on. 99% of the designers out there make this mistake, but I've come up with a more effective way to reel clients in.

Instead of having users go to the main page of your web site, why not create a special page on your site that provides a case study about the site they just clicked off of? For example, let's say you designed a site for a CPA, when the user clicks the hyperlink at the bottom of that site they're taken to a page on your site that specifically talks about the experience, reaction and results you helped get that CPA - perhaps you even have a testimonial from the CPA on there as well.

How much more compelling would it be to see something specific about that client versus landing on your main page and fumble through your web site? Answer: MUCH MORE.

Sure, at the end of your specific case study you can suggest 1-2 links so the user can begin exploring the rest of your site. But under this new approach I've just suggested, you're providing a bridge...a path for the user rather than plunking them down on your site and letting them fend for themselves.

Give it a shot guys, I promise you'll get better results.

The Don'ts of Applying for Subcontracting Work - From the Employer's Perspective

I received this email response from a freelancer looking to do some subcontract work for us. Seems like a good kid, but he's made some critical mistakes in effectively promoting himself for the position. So you have an idea what employers are thinking when you send your inquiry in, we'll take look at what he sent:

"Hi, my name is Bill and I am responding to the ad you placed a while back regarding the freelance work you have available. I am sending my resume which will show you the software knowledge and work experience I have. I currently work part-time with Business XYZ.

The Portfolio section of the site will show you more samples of the work I have produced with them over the past 3 years including web/print/outdoor/packaging.

I consider myself to be very versatile; however, my specialty is in logo/brand development, print design and Flash animation. I have enjoyed freelancing from time to time and would like to pursue that on a more regular basis. I usually was paid on a per project basis. I would prefer working from home and would hope to work consistently 20-30 hours a week. If you feel my qualifications are a good fit for what you are looking for and like my design style, I look forward to hearing from you. My portfolio and references are available on request."

Bill's put together some good thoughts, but we can look at a few areas where he could improve his chances in the future (hopefully you'll get some pointers from Bill's mistakes):

• He's responding to an ad that isn't current - sounds like he was late getting to the party. (It never hurts to email in, but if you're late applying for position you're probably going to be out of luck).
• Look at the number of "I's" in the email. Wow. Bill spends a lot of time talking about himself rather than what he can do for the company.
• Bill doesn't indicate that he's taken any interest in the company he's applying to either. If he's visited the web site or if he's personally interested in working with us - he doesn't say.
• He says he's "enjoyed freelancing from time to time" - doesn't sound like the guy's too passionate, does he?
• He doesn't paint the picture of how his skills will fit well with our company. Instead he just leaves it to us, "If you feel my qualifications..."
• Lastly He didn't follow directions. (You wouldn't know this from the email, but we specifically told them that we didn't want a resume). Fail to follow directions and you're D.O.A. with most employers.

PS - Roger, in S. Africa asked about quoting a web site. Below is what I replied back to him (by the way, when was the last time an author was willing to help you with a personal business challenge?)

"In terms of billing the client for background research, this might be tough to get if you haven't discussed it previously. I hate to do work that I am not compensated for, but they might consider it a cost of doing business. If you have this in the future perhaps you contract to bill them at 1/4 or 1/2 of your normal rate.

You're right about an ideal client coming to you with exactly what they want - they almost never know, so it's your job to "tell/educate" them what they want based on what they are trying to accomplish.

Web sites are a little messier than most projects, I am working with someone on the East Coast of the US and she had no idea what she wanted either. What I'll do on this is to get very clear on what I'll be doing and outline the bells and whistles that they can add-on in the future. I specifically outline both.

I also explain to clients that this price is for a specific project scope, for a specific time frame - changing this typically doesn't but can result in the quote or time line being changed.

For clients that don't exactly know what they want I talk to them in terms of building the web site in phases. For phase 1 we'll focus on A, B, and C. Once we have that up and running this project will be done and we can focus on adding other components to the web site in the future. For now let's focus on getting just A, B, and C done. Essentially I try to break a massive project down into little chunks so it's more manageable."

How to Compete with Sites CrowdSpring and eLance (Without Beeaching and Moaning)

Well the dust has settled after the big "Is Spec Work Evil" debate at this year's SXSW event in Austin...I am jealous that it didn't work out that I could attend - sounds like it would've been a blast. Hopefully the debate was both lively and civil, but I don't know. What I do know is that life carries on today, freelancing carries on and so does spec work - no matter what was discussed.

A few folks have already written in this week and ask, "Okay I get that I can't change this crap, what do I do about it."

I thought I'd give recording my post a whirl on this one and try to provide some audio inspiration.

Feel free to forward this on to others if you like the clip...and as always, feel free to drop in a comment if you've got something constructive to add to the conversation.

Tough Times, How Do Freelancers Bounce Back from a Bad Economy?

First headline I saw on foxnews.com a couple of days ago when I woke up:
Jobless Claims Rise to 26-Year High.

Ouch.

Let's face it, times are tough here in the States - some people are getting pounded badly. In terms of freelancing, what I am finding is a lot of small business owners (freelancers too) are trying to lay low and ride out the storm by doing nothing, spending nothing and risking nothing. Bad strategy.

When it comes to growing or investing in their business, I am finding the majority of people are trying to hold on to their money like a wild boar trying to protect its young against hungry lions.

Instead of seeing this as an opportunity for them to grab market share that is up for grabs, I'm seeing that most people become paralyzed into doing nothing when they see hard economic times. They don't invest in themselves, and instead of working with someone who can help them grow their business in a turbulent time, instead the get scared about investing any money at all and convincing themselves that either things will get better on their own, or they think they're figure it out on their own.

I've been boxing for years now and this reminds me of what aspiring fighters do when they first get hit in the face: they "turtle", as I call it. Young (green/wet behind the ears) fighters tend to get really scared when they're hit for the first time, they duck their head, hunch over the ground and cover their face so they won't get hit anymore - like a turtle hiding in its shell. In addition to looking silly, there's one huge flaw in this approach: when inexperienced fighters turtle up they not only look ridiculous, but they can't see their opponent anymore...who coincidentally continues to pound on them.

This same idea can be applied to  aspiring business owners as well as freelancers right now with the economy, most people are "turtling" which is going to get them knocked out or just broke. Keeping expenses, risks and investments in line right now isn't a bad idea, but avoiding any investment in growing your company for fear you can't afford it is a losing strategy - ask any young fighter who's turtled.

PS - In case you were wondering, yes I did 'turtle' a few times when I first started boxing (years and years ago)...I learned in boxing and in business not to go into a shell when times are tough. Don't turtle guys, I am actually on a growth spurt with the business and it's because I haven't turtled. 

This Creative Freelancer Figured It Out - the Priceless But Free Holiday Card

Piggybacking on the previous post; Adam, my web designing friend and in Pittsburgh, PA sent me this short email today:

Hey Jeremy,
Just a quick note to wish you and your loved ones a Happy Thanksgiving!
Know that I give thanks for our association and friendship, which means a lot to me.
All good things.

• Cost: $0
• Time it took Adam to send: 2 minutes
• Value to his friends/clients: a heck of a lot (personal, meaningful and genuine)

Nice job Adam: no holiday crap - just a short, personal and classy reminder that I was at least a little important in his professional life. Isn't that what everyone wants though...to know they are important?

Note: I know Adam sent this out with an autoresponder but he still made it look like he personally wrote it.

Creative Freelancers - Do Yourself a Favor and Don't Drag Out the Holiday Crap This Year

It's already started...

I've received my first meaningless, commercial holiday piece of rubbish from a vendor that wants more of my business. This year it's come in the form of a paperweight - it's an unwelcomed but anticipated start to the holiday season.

Last year I wrote a nicely popular post about small business owners (including creative freelancers) giving away traditional holiday chachkes* as "thank you's" to all of their clients. The corporate world calls these "promotional products".

Whether it's a snow globe with your company's logo, a Hallmark template eCard or a holiday card of you and your butt-ugly dog - for the love of Pete, please resist sending these things out! The truth is, most of your clients will either throw away what you send them or give it to one of their children to play with - which is not helping you to achieve the effect you wanted.

If you really do want to thank your clients for their business, do something from the heart - something creative (it doesn't even need to be expensive):

• Write a nice personalized email explaining why you've enjoyed working with them
• Design a quick card for them in Photoshop
• Give them a call and tell them you just wanted to say that you've really enjoyed working with them and that you'll be thinking about them over the holidays
• I sent a couple of clients a cookie with their logo I'd designed for them as the frosting.

Whatever you decide to do, make sure it's personal, it's relevant and it's sincere and no matter what you spend, your gesture will be a hit. Not all promotional products are junk - if you find something that is personal, relevant to your clients and sincere - it might work.

PS - I know things are tough out there and a lot of freelancers need help right now. If you purchase $20 or more in BASAS products between now and the end of the year I will personally critique your company web site or online portfolio and provide you with a 1 page report on exactly how you can improve it to bring in more sales and more clients. Just provide me with the Paypal receipt number and the URL you'd like me to look at. I'll review your site or portfolio within 5 business days.

PPS - If your dog isn't butt-ugly I am sorry, I just had it in there for effect. If your dog is ugly shave his butt and teach him to walk backwards...hahaha, Happy Thanksgiving guys.

* (Yiddish word for small toys, knickknacks, baubles or trinkes).

How Exactly Did I End Up on Your Newsletter Email List?!?!

Newsletters have faded in popularity in recent years but there are still thousands of them floating around - maybe you still maintain one.

 

Maintaining contact with your clients and potential clients is essential, but the purpose and value of the newsletter has been lost to corporate greed and bad marketing.

Do you get newsletters that are nothing more than bad advertising masked as “information”?

With blogs, RSS feeds and podcasts that allow people to access WHAT information they want, WHEN they want it, these newsletters are beginning to look old and tired.

 

If you’re getting a great response from the newsletter you’re sending out, keep it up. Just understand a couple of rules of etiquette, here are the top 5 indicators your newsletter might be ticking people off:

 

• Your focus is on cramming sales down people's throats rather than providing education and value
• Rather than asking what your audience wants to read about, you decide
• You’ve placed everyone you’ve ever known, (including your 2^nd grade gym teacher on your recipients list)*
• You’re not receiving any feedback on your newsletter
• You’re receiving requests to unsubscribe

 

*It’s amazing to me how many people blow this one. I am not sure if it’s out of greed or ignorance, but I am often placed on newsletter lists and I don’t remember asking to be. In fact, I know I didn't ask. Ticking people off by adding them onto a list without permission won’t bring in more clients; it’s more likely to generate a backlash.

 

If you're sending out communications and newsletters that start with, "The reason why you're receiving this is because...", your newsletters/communications are probably pissing people off and you're seen as a spammer.

 

So What's the Answer?

Find out if your people want to hear from you, ask what they want to read about, only include those who subscribe, and make your communications more about value than sales. Look to build a relationship with your clients rather than spam them with information about you and your company. Godin touches on this in his post, "Time". Sure, in the short term you may decent read-through rates, but it won't last long - if you're not providing good information/value that people can use, they'll just move on. A solid indication of how good your communications (blog, newsletter, ect) are really doing is to look at the RSS feeds, trackbacks, comments, diggs and loyal readers you have, not how many people you can add to the list.

 

PS - Hey just wanted to thank everyone for their support of the new book Verbal Kung Fu for Freelancers, it's already passed sales for Being a Starving Artist Sucks on the iPhone. Sensei says, "Keep up your training young students!"

PPS - As you go through your day today, think about how you can communicate with your clients in a meaningful, sincere way. If you were one of your clients, how could your freelancer make a big difference in your day & business today?

Do You Assume that Everyone Wants to Regularly Hear about Your Creative Freelancing Business?

It astounds me the number of small business owners (including creative freelancers like designers, photographers, etc) that I've met either through business or personal relationships that assume that I would be clamoring to get on their business newsletter.

Whether I've known these people for a while (perhaps we're friends) or I said, "Hi" to them while washing my hands next to them in the Chili's bathroom over the weekend, small business owners nowadays mistakenly push to get as many people on their newsletter list as they can - even if they haven't gained permission. I am sure it's happened to you as well.

The sad thing is that some of these people I am friends with - I like them, but that doesn't hide the fact that they are assuming that I want to receive a mass communication about their company. In most cases, I don't - there just isn't enough time in the day. Do you assume the people you know want to regularly hear about your freelancing business?

Whether it's friends or people you bump into at a networking event, now the norm seems that small business owners just assume everyone wants to hear from them via newsletter...and even if they don't they'll just unsubscribe and it won't be a big deal. 

Look, having a periodic communication with people that you've worked for, met, etc... is cool - just don't assume that everyone you meet wants to receive your news. Have a double opt-in policy for your newsletter or auto responder (that's what I have), it sends an initial email to the recipient informing them they've been added to a list and asks them if they truly do want to receive that information.

Get clear permission to talk to communicate with someone first, then send them your newsletter or auto responder.

Pizza Hut Figured Out How Perception Can be Better than Reality. How You Can Apply It to Your Freelance Design Company

I saw Pizza Hut's now offering pasta - sounds interesting...

They're running a commercial on television now where they've invited 50 New Yorkers to a fancy restaurant and told them they were getting first-rate, restaurant-quality food; instead they served they're new, reasonably priced pasta dishes. Shocking, you think?

Well, it's actually not a new concept, and it's not hard to pull off either if you know how to do it: Folger's coffee did this did this years ago. The concept works on the general public (that's why they did a commercial like this) - it  impresses most people...but I am not.

During the 30 second spot, Pizza Hut captures several clips of diners raving how good the food is, of course when they're told it's from Pizza Hut instead of this 5 star restaurant, they're jaws hit the ground. Again, I am not impressed.

Don't get me wrong, I like Pizza Hut, and the commercial's not a bad concept. The reason why they were able to fool people into thinking this was world-class pasta is the same reason why movie popcorn always tastes better even though most people would agree it's not: it's all about perception and expectations.

The diners that were invited to this restaurant expected 5 star food, they were seated at a swanky, expensive table with wonderful lighting, good wine and good company. All of these things give the perception that the food of course will be wonderful as well. Pizza Hut sending a cohesive message that "this is going to be gourmet food"...even though it isn't - they've done everything they can to influence the diners expectations and perceptions - and that approach almost always works in swaying people to a certain behavior or outcome.

When it comes to your business, what expectations and perceptions are you creating for your clients?
Do you help them see that your work is first-rate and worth the money or do that you're an amateur? Perception is everything...how are you perceived?

PS - Thanks to the instructors down at Mesa Community College for allowing me to come in speak to your design students as well as promote the Being a Starving Artist Sucks book...I'll post about it in the next couple of weeks.