Being a Starving Graphic Artist Sucks

The 4 Groups of Potential Clients You'll Run Into as a Creative Freelance Graphic Artist

Ever see a dog running around and around chasing his tail? It's kind of funny isn't it? You know in all likelihood he's never going to catch it, but the darned thing is going to keep running around and around, trying. Freelance designers don't typically chase their tails (at least not that I know), but they do make the mistake of fruitlessly running around and around chasing people that will never become clients. It's frustrating, time consuming, and no, not nearly as funny to me as the dog chasing its tail.

Over the years I've found that people (potential prospects) fall into a few different camps (whether you're selling design books or working with clients):

1. People that are ready to buy from/hire either you or another designer - they are motivated to get things rolling. These people are the ones you hope you run into.
   
   
2. People who just need to understand their options better, perhaps they are confused or don't know what criteria they should using in deciding whether to hire you or not. It will be your job to educate these people and help them see how and why you're a good choice. They are honestly interested in working with you, but need convincing.
   
3. Then there are "some less than desirable " people who will try to get as much value and free information from you as they possibly can without paying for it. They'll visit your web site and download as much free content as possible, or perhaps call you up and ask as many questions as they can before you cut them off. These folks are vampires and or looters - they hit quickly and move on quickly, and they have no thought of to paying you at all. I am not sure garlic will protect you from them, but be careful with these people.   
4. The last group of people I've found are those that may try to use you as a benchmark in measuring how good their other choices are. These people are pretty sure they're going with another freelancer, but they'll use up your time and energy to make comparison. These people often feel that it's part of your business to serve them in this way, and for some reason, they don't feel remorseful that they are wasting your time when you really have a slim to nil chance of being hired. While they may pretend that they might buy from/hire you, they most likely won't.

As a freelancer you're going to have people from all 4 categories come in and out of your life: some will become good clients, others will try to use up your tie, and still others are just confused and just want you to help. While it's difficult to eliminate people from a specific category, the best thing you can do is to develop the skill in being able to identify which category they are in as quickly as possible have a strategy for dealing with them.

PS - Over the last few months I've received a lot of requests to put this information in audio form for designers that are too busy to sit down and read - I've got you covered! The first disk will be available by March 14th and will include tracks on getting you mentally prepared to handle some of the tougher situations you'll deal with as a freelancer. These tracks will build your confidence as well as get you mentally prepared to handle such things as (meet a client for the first time, negotiations, firing a client, networking for shy people, etc...). I wanted to hook you up with a quick sample of what I am putting together for freelancers (this track is way too rough and unpolished for me to include in the mix compilation, but I wanted to share with you a sample of what's to come). Let me know what you think!

Firing Them - Hiring You, What Graphic Designers Should Think about Before Working with a Pissed Off Client

I received a referral from a good friend of mine today; he mentioned an acquaintance of his was looking for someone to help with her web site. Apparently the potential client had been through a number of freelance designers before and felt she'd wasted an incredible amount of time and money on the wrong people. My friend thought I might be able to help her so I gave her a call.

After talking with the woman for about 10 minutes I could easily tell she was frustrated and angry with the designers she'd been working with in the past - she described what they did or didn't do in pretty good detail. I remember her saying, "I've made up my mind that this ends today." I sympathize with her - feeling like you've been ripped off isn't a fun feeling, especially when it's happened as many times as this woman indicated.

The 15 minute conversation moved along nicely, and I was beginning to sense she felt pretty comfortable with me: she'd seen my web site, and I could tell she feeling that I might be a good fit for her until she asked me a question I didn't quite understand. I responded back with, "I am not sure I understand you, what exactly do you mean?" It was at this point that she got frustrated and short with me. (Keep in mind that until this point the conversation moved along perfectly). I indicated that I only wanted to make sure I understood what she was asking so I could give an appropriate response, but her frustration with freelancers and the whole situation bubbled over at that moment.

Flummoxed and at the end of her rope she tried to rephrase the question so it was less vague, and I was able to easily answer it - but this jarred me into thinking that this is not going to be a good fit. I felt badly for this woman, but I couldn't escape the feeling that she (because of her negative past experiences), is going to suck to work with. Kenny Rogers in The Gambler, said it right, "Know when to hold 'em, know when to fold 'em..."

Here's someone that's frustrated, angry and pissed off at freelance designers - and now I am going to be asked to come in and save the day for her. Nope, as soon as she got upset with me for not understanding her, I was no longer interested in working with this woman. It's sad really, I can empathize with her - it would suck to feel you paid the wrong people and now you're faced with having to pay someone else to get the job done right. At the same time, working with someone who's upset BEFORE you even start to work with her/him can be an ill-advised opportunity that I was unwilling to take. You may decide to take a gamble on someone like this, just be careful. Often the best strategy for potential clients like this is just to let them go. The bottom line for me was: if you've already got two strikes against you, don't go up to bat...

What a college design instructor recently said about the Being a Starving Artist Sucks book:
"It is a great resource for all designers who wish to begin a freelance design business but are terrified of having to do all the things that go along with having a business, such a client communications, promotions and pricing. A plus to this book’s approach is that it comes from the standpoint of someone who has made mistakes and isn’t afraid to share what normally takes beginning freelancers a couple of years of hard knocks to figure out for themselves.

This book is one you can pick up and read just a section of to get help when you need it on what you need; it is like having a personal business coach at your fingertips and I look forward to sharing this resource with my graphic design students." - thanks for reviewing the book, Brenda. See her testimonial and more by clicking here.

Did You Get a Tiny Megaphone with Your New iPhone? I Did...

I finally broke down and bought one of the 16GB iPhones a couple of weeks ago, and yes, the packaging (box, instructions, etc) was a sleek and sophisticated as everyone says it is - what can I say - it's a nice presentation. Discreetly tucked away in the box, Mac cleverly included a tiny megaphone for me to use.

Okay, it's not a real megaphone, just figurative - but it's no less powerful. See, Mac includes 2 little Apple stickers that you can proudly display to the rest of the world, and the funny thing is, most Mac owners are happy to do this. In effect, Mac has provided discreet, inexpensive but extremely powerful megaphones for their customers to shout to the world, "I have a Mac and I am proud of it!" It's free advertising...and it's brilliant.

So if you're running a creative freelancing company, what can you learn from this? Well, I am not advocating sending your clients stickers with your company's name on it, but you'll want to help your clients feel empowered and equipped to spread the word about you. Develop a referral program, ask them what would get them motivated and follow up. I've found that freelance graphic designers get most of their business through referrals, but they don't have an effective process to get them - they don't give their clients megaphones. The bottom line is, their clients don't often tell a lot of people, and they don't get nearly as much business as they should.

If you're unsure or nervous about how and when to ask for referrals, I cover this pretty extensively in the Being a Starving Artist Sucks book, you'll also be able to obtain the actual custom communications I send out to clients to get their referrals and testimonials (I've been using them for years!) in the Work Smarter NOT Harder Contract Package, if you haven't already, at least check 'em out. 

Sure, you're a freelance designer - but what are you really selling?

I've been keeping an eye on the Presidential Primaries over the last few months, and while they are all politicians, and they're all applying for the same position - they are selling very different things to the public:

• Clinton- Selling her last name and "her experience"

• Huckabee - Selling conservative values, never give up attitude

• McCain - Selling years of service, national security, ability to go across party lines
  
  
• Obama - Selling hope and smooth oratory

The one who will win most likely their respective parties' nomination will be selling the thing that is most important to their base.

As freelancers we're not running for office, but we are running for clients and projects on a weekly basis - which can be just as tough. Just like the candidates above, we've got to be able "to sell" more than just nice design - what do you sell your clients that makes you different from the other choices out there? What makes you different?

A number of candidates couldn’t really decide what made them different - now they are out of the race...make sure that doesn't happen to you.

Schools Love It - The Being a Starving Artist Sucks book hits the academic road:
After receiving copies of the Being a Starving Artist Sucks book, both the art department of Mesa Community College (MCC) and the Art Institute of Phoenix (AIPX) have asked Jeremy Tuber, author of the book, to present an educational workshop for students and recent alumni. MCC will have Jeremy speak in mid April; AIPX will have him speak in mid March.

AIPX said, "Thank you so much for sending a copy of your book. It's been quite a hit with all of the Career Advisors and we've even shared it with a couple of students...you have a lot of pertinent information to share - our students will eat this up!"

If you haven't picked up your copy yet, consider doing it today - even design schools are starting to see it's got some great info.

Why Some Creative Freelance Designers Are Stuck Starving and Like It

I've been working with a terrific business strategist named Rod Richardson of Edge Success over the last few months In listening to one of his monthly audio offerings I came across a hard-hitting observation that not only used to describe me when I was a starving graphic artist, but it also describes many of the creative freelancers that I've met online through the message boards, email or even this blog over the last couple of years.

I've found that many of these designers type post after post on the message boards, surfing around for free tidbits of information and searching for that magic method of getting clients that's going to get their business to take off - but it never happens. And yet I see designers trying these approaches day after day but they don't work, and I can't help but wonder in frustration, "Why do designers keep trying these things when they clearly don't work!"

Rod provides us with the answer in this audio clip (click to hear it): because they like to continue to do the things they know how to do, the things they are comfortable in doing, while avoiding having to stretch beyond a comfort zone. Rod's right - I used to be that way.

I've found that creative freelancers like other small business owners don't look for and invest in: new approaches, training/coaching or opportunities to learn more not because they can't afford it, but because they rely on what they've always done in the past, and what's comfortable to them. I used to be just like this! Unfortunately as Rod points out, this strategy is a dead-end. Doing what you've always done is going to get you the same results you've been getting; it's a tough but proven fact.

Your business is like a plant out in the garden: it's either growing or dying - just like my business. With that in mind, what steps have you taken in the last few hours, days, weeks or months to help your business grow? Are you just hoping it will grow on its own or are you looking for new ways and new resources to help you? These are difficult questions, I know - they probably will make a few of you uncomfortable because it requires you to be accountable.

In talking with new and struggling freelancers for years, I've seen an overwhelming sense of frustration and anxiety: many of them complain bitterly that they don't get paid enough, they don't know how to find business and that they don't want to give up their dream of freelancing. They don't like where they are but still they don't do a lot about it, and if things go badly they look to blame it on something beyond their control.

My hope is that you won't manage your business or your dreams this way - do something today to help your business grow, be willing to expand your horizons, bring on new resources or try new approaches to make you more successful.

Special thanks to Rod and his Edge Success company, check 'em out at www.edgesuccess.com, you'll want to sign up for the weekly newsletter today.

All or Some: Do Freelance Graphic Designers Have to Submit All of Their Files to the Printer?

Daniel from MA dropped me a line recently and asked if it was necessary to send the printer all of the original artwork files when you submit a job. He indicated that he just started working with a new printer that insisted he include all of the native files (along with the fonts) are packaged with the job. Daniel's new to the industry and was both confused and taken aback by the printer's demand. As a freelancer, do you have to include all of the native files? Read on, I'll shed some light on this for you.

First of All: WHY Would Printers Want All of the Files?
Printers work in a low-margin, high-stress world, and working with a freelancer that doesn't have their artwork ready to print can be a disaster. Think of how much time a printer will waste in having to call you, explain the situation, wait for you to make the change and provide her/him with the new artwork. Wow, that's wasteful. So naturally, the printer thinks that if she/he can get you to submit all of your files, they'll waste less time and money if they find there's something missing or wrong with your files.

Having you submit all of your files reduces the risk on the printer; however, it takes more time, effort and trust on your part to give these files up.

Is It Really Necessary?
I've known printers that have asked for stuff like this in the past - no, it's not necessary, at least it's not been in the last 10 years I've been working as a creative freelancer. Maybe there some printers that absolutely won't work with you unless you submit your original files, but I haven't run into them. Personally, I wouldn't work with them anyway, but that's just my opinion. That being said, there are pros and cons to providing your files, I would suggest that if you're new to freelancing, if you're on a tight deadline that can't afford any screw ups, or you aren't sure your artwork is correct - submit the files. If you feel pretty confident about your artwork, be courteous but stick to your guns and don't be bullied into this.

Pros

• If there's a mistake or small correction, the printer can deal with it rather than having you do it.
• If you're new to freelance design and working with printers, they might be able to provide some troubleshooting and guidance once they've seen your artwork.

Cons

• Typically it takes longer to submit than a .tif, .eps or .pdf.
• I am not sure what they are going to do with the files, I don't know if they have "opportunistic" designers on staff that will steal all or part of the artwork.
• I am not sure if they'll have someone on staff that will screw the artwork up - I know what I've created better than anybody, so if someone's going to fix it, I'll do it.
• They may charge you to edit your file.
• If the printer makes any changes to the final artwork, they rather than you will have the most updated file. You'll need the printer to send you back the most updated version (which will be a pain in the butt); otherwise you'll be working with an outdated version.

Confused on what to look for in a printer? I cover this in a few sections in the Being a Starving Artist Sucks book, I've also included a comprehensive checklist of what you'll need to check off to make sure that you're artwork is good to go, as well as a checklist of questions you should ask potential printers in evaluating which one's the best for you.

One Liners: If They Don't Work Getting Dates, Why in the Heck Would Use them in Getting Clients?

I was walking out of a networking group last week and a young guy walks up to me and says, "What do I need to do to earn your business?"

I was a little surprised with this, I thought the age of the bad sales lines was over, but apparently I was wrong. I had a good answer for him, "Well, you could have monkey fly out of your butt, that might be a good start..." Now I said in this in a joking manner, but I did want to make a point to him: ask a dumb question and you get a dumb answer. And no, if one liners don't work on getting dates, why in the heck would they work in getting clients? They don't.

All kidding aside, this overzealous, ignorant kid just didn't know how to handle himself in a networking situation. Most people don't (including freelancers), and while they don't mean it, they come off looking foolish and unprofessional. It's not hard to get sales when networking if you're in the right group and you know what to say. Knowing these insider secrets can mean the difference between success and starving when networking, that's why I've devoted 2 full chapters in the Being a Staving Artist Sucks book on explaining how to look and feel confident and professional when you network (even if you're scared to death, like I was!)

PS - As you would have guessed, no this guy didn't get my business - in all fairness, had he been able to get a monkey to fly from his butt, he would have.

Freelance Graphic Designers: Collaborate or Compete on Price?

I know this is a hot-button issue with freelancers; like owing a MAC or a PC, if you're a freelance designer, you probably have a strong opinion either way. That's cool, even if you see things different than I do in this article, I'll respect your position.

That being said - no, creative freelancers should not, and in many cases can not collaborate over pricing services.

Before getting into the reasons why price collaboration isn't a good idea, it's important to point out that I do believe in design colleagues cooperating and helping each other out - when possible. But there's a significant difference between helping others and carrying them. I had a freelancing friend once tell me that I was "cheapening the industry" because I was charging a more competitive rate than she was - rubbish.

It's true that there are thousands of designers out that aren't getting paid what they are worth, but it's no one else's fault but their own. I know - I was in their position for a long time. It's upsetting and frustrating not getting paid what you feel you're worth, and if you're in that position - I feel your pain.
The playing field is level when it comes to pricing (at least here in the States), but this doesn't mean that everyone will get paid what she/he feels they are worth.

It should be up to each individual freelancer to ensure she/he gets paid what they're worth, shouldn't it?

Let's look at some of the reasons why collaboration among designers to keep prices higher isn't such a practical idea.

Reason 1: Who gets to establish what is fair price for freelancing services?
Reason 2: Ultimately clients decide what you get paid
Reason 3: It's Illegal, at least here in the States (see price fixing or price collusion)
Reason 4: It's impractical and impossible to police

Bottom Line:

• If you're a freelancer that has a higher rate, don't worry about the cheaper options, if you can show your clients that you're worth more, you will get the business.
• If you're a freelancer that intentionally drops your rate in order to get business, don't feel badly about it, just know that you might not be able to keep it at such a low level and stay in business.
• If you're a freelancer that's concerned about others charging more or less than you do - don't sweat it, the best way you can ensure your own profitability and success is to worry about yourself (your value and your price) rather than everyone else's. 

I am sure you've got comments on this, if you do, feel free to email me or drop one in - I'd love to hear from you. If you shoot over to the products page, you'll notice a Mini Sampler Package was introduced. I had a number of designers write in and ask if they could check out some of the materials at an inexpensive price - voila, best thing you can do for your freelancing business under five bucks.

A Tale of Two Online Printers: an Easy Lesson on How to Piss off or Please Clients

Business people (creative freelancers included), often get frustrated and wonder why clients don't continue to do business with them. When looking at a conservative estimate that says it will cost you at least 5X more in time and money to attract and bring on a new client rather than keep the one you have, this is big problem.

Still, many these are the same business people and freelancers say things like "dear customer", "that's not my department" and "I can't help you because our company's policy is..." Sure, there are certainly a wide range of reasons why a business could be losing clients, I wanted to highlight one today - treating people like they don't matter. Below I've two emails I received from 2 different online printers (direct competitors) within the span of 1 month. These are the exact, unedited versions of what I received, along with the company names; let's have a look:

"Hello Jeremy, I have sent the invoice for the excess cards to you via email. You can access this invoice through your account. I sent the invoice for $20.00. The shipping cost was actually $24.90 however, since I advised you that the cost would be somewhere between $15-20. I only sent the invoice for the maximum of what I quoted." - Overnightprints.com

Contrast that email with the following:

"Dear customer, This e-mail is regarding a support ticket that was reported to us earlier today. We do apologize for the inconvenience. In order for us to assist you better on this issue we need you to provide us with more details of the problem. Thank you for your business!" - 4over.com, Quality Assurance

• The first email calls me by name, my name is Jeremy - it always has been and always will be, it's not "dear customer". And if I was that "dear" to you, I wouldn't just be called a "customer" - * see my note below.
• Notice the writer of the first example honors his word, even though his company will lose out on $4.90.
• The writer of the second email told me that when I called that she would not replace the poorly printed business cards I sent to them until I could prove they were bad by having my client send all of the cards back in - at their expense.
• In the second email, if you're calling me "dear" you'd better be my fiancée, and if you call me a "customer" you've told me right there exactly how much you value me*
• Lastly, adding an exclamation point at the end of "Thank you for your business" doesn't make it any more convincing.

* Customer - someone who just buys from you - no one that important.
* Client - someone who is valued and under the protection / guidance of a professional.

If you were doing business with a company, would you rather be a client or a customer?
How about the people that do business with you, which would they rather be?

The Bottom Line:
I invest $20-$25k a year in printing for myself and clients. I let both of the printers listed above: one of them treated me with respect, the other called me "dear customer". Coincidentally, I talked to both writers' of these emails on the phone: the guy from overnightprints.com was helpful, friendly and intuitive, the gal that wrote the email for 4over.com was confused, disinterested and unwilling to help me - she was clearly reading off of a script card, and she had no real authority to help me anyway. Instead of helping me to solve my problem (replace a $24 box of business cards), she lost a $20-$25k account. Foolish.

Look, everyone (you, your clients, my clients - everyone) wants to be treated as an individual, and that they mean something, if you treat them like you don't care, you'll end up going out of business. I never thought this was hard to understand but I guess there are companies out there that are just don’t get it.

What Super Bowl Commercials Can Teach Freelancers About Blowing Money on Advertising

Ah the 2008 Super Bowl commercials...

• I remember the horse pretending to be Rocky
• I remember the heart jumping out of the girl's chest and walking out the door
• I remember the somewhat politically insensitive Asian cartoons
• I remember the computer generated lizards dancing around with Naomi Campbell, or perhaps it was the lizards dancing with a computer generated Naomi Campbell - it was hard to tell...

What I don't remember are the companies themselves. Do you?
Take this a step further, do you think you'll remember the company names two weeks from now?
Probably not.

Even though most of us (probably all of us) won't be running an advertising spot during the Super Bowl, there's a good lesson here even if you don't have millions of dollars to spend on marketing and advertising.

If you're advertising your design firm in a local paper, or running a direct mail campaign (postcard): most people aren't going to remember or pay attention the first time they see something from you. Savvy freelancers know you need to commit to running your ad or postcard AT LEAST 3 times, preferably 7 times, in order for people to start paying attention to it. Avoid making the mistake of so many other small business owners do: run an ad or marketing piece one time and say, "It didn't work".

Like the Super Bowl ads, most people will remember a small portion of your message, but it will take 3 or more impressions for them to stop and really pay attention to what you're saying.  

Oh yeah, the game was good too - glad the "G-Men" could pull out a win.

Thanks again to Jon and Sherry for their recent testimonials on the book - check them out and read what other's have said by clicking here.