You're Thinking of Freelancing but Don't Have a Degree in Graphic or Web Design - You Don't have a Prayer...Right?

I received this email a while back, since there are so many freelancers out there that wonder if not having a degree is keeping them down, I wanted to share this with all of you...enjoy:

Freelancer's Email to Me:
"I started computer typesetting back in 1988 but I do not have a formal degree in graphic design but taught myself a lot of the basics by reading books, graphics magazines, etc.

"I learned enough to start a typesetting business and worked with just a few clients. At the time I hadn't pursued additional business but now I am working on rebuilding my business.

"Since I haven't been actively promoting my business for awhile, I am finding it slow going and don't know exactly where to go from here.

"I've also found that quite a few businesses are trying to do their own design and print work to either save money or because they think they can do it themselves. I am finding it hard to market to these businesses because I don't have a graphic design degree but I know I have more experience in design/layout than most business owners do. How do I market services, graphic design, typesetting, or desktop publishing?

Anyway, I think your books will give me some valuable information, thanks!"

My Response:
"Wow, thank you so much for sharing, I hope the books will be great resources for you!

"No worries about not having a degree, I don't have one either...I started out working at Kinkos (ouch). I've NEVER had a client ask me if I had a degree - they don't care, they just care if you can do the work.

"Here's a quick point to keep in mind about marketing your business: ignore what your background is or whether or not clients can fumble through doing design on their own. Instead focus on the value that you can bring to a client.

"For example: If your marketing centers around you being a graphic designer with X years of experience, who cares? Potential clients don't really care about that; they certainly don't care about how long I've been in the industry either.

However, if your marketing focus is less about what your title is, and more about your ability to beautifully design marketing collateral that helps your clients bring customers in the door - NOW THAT IS WHAT CLIENTS CARE ABOUT, that's the value you bring to them. That is what your marketing should be focused on. 

"You'll read this in BASAS book - clients don't care about you, your background, your degree/or non-degree...and they certainly don't care about mine either, they ONLY care about what we can do for them. Focus your marketing, your web site, your collateral and your business cards on what you can do for your clients and you'll be on the right path. I hope that helps.

"PS - never feel inadequate or self-conscious because you don't have a degree, if you've been in the industry since '88, you've got skills. Your marketing should be focused around how those skills can help your clients get what they want...(hint: they want revenue and customers)."

Comments

[Mike Klassen]

I don't have a degree either. In fact, in my area of design (direct market), having a degree is almost frowned upon. Clients tend to perceive a degree student as someone who knows how to design pretty things, but doesn't understand marketing and designing for the purpose of making sales.

While that's not always true, I've heard it enough to know that it's an issue in my little corner of the design world.

In fact, I think if I had a degree, knowing what I now know, I wouldn't even mention it to clients.

I've never had any client ask me about a degree. All they care about is samples of my work and a sense that I'm reliable.

As far as being reliable, you can help prove that with testimonials, a blog where you intelligently discuss issues important to clients, professional project consultation calls, etc.

[Jeremy Tuber]

That's crazy Mike, I've never had a client ask me about a design degree or not, but to have it almost count as a negative is really surprising - wow.

Testimonials definitely help (I recommend video/audio if you can get them), but I've always been surprised how many clients don't check them out. Having a solid guarantee is a nice feature to offer.

PS - Great input as always - thanks. Hey, I'll shoot you a LinkedIn in a few.

[Mike Klassen]

Yes... crazy and absolutely true. I do have to stress that this is with hardcore direct marketers who have been around for years.

They hate what they refer to as the "Madison Avenue" design because they don't believe the focus is on immediate sales. And they feel they get that most often from people with design degrees.

Obviously, not all designers with degrees are like that. But I know beyond all doubt that the perception (and experience) is out there.

I'm not anti-degree. Everyone has a different path to take. But like you, I don't want anyone to think a degree is a "must" in every case.

You said, "clients don't care about you, your background, your degree/or non-degree...and they certainly don't care about mine either, they ONLY care about what we can do for them."

Oh how true. They want to make money. If you can help them do that, you're in.

[Diane Sangster]

I don't have a degree either in graphic design. My degrees were in Advertising and Music. I only started learning design while working in a prepress facility during the 90's. At this point all clients care about is seeing your work. If you have some solid examples of work then that is all that matters. If a client is unsure of my expertise I usually try to get a small job to show what I can do. If I get the first job, 9 times our of 10 I will get another from that client.

[Jeremy Tuber]

Well you were one up on me Diane, at least you learned design at a prepress facility, I learned it working for a hospice company. Smart idea in suggesting to take a smaller (less risky) project up front to show your worth - nice!