Being a Starving Graphic Artist Sucks

Looking for a Freelancing or Graphic Design Job? You Need to Stand Out from the Crowd

"...what you really need to do is to stand out from the crowd."

If you're looking for a job right now, I'll bet you've probably seen this on a career advice web site or perhaps a friend or colleague has said it to your face in the hopes that it will provide the elusive key to unlock the door to employment.

While I was looking for a new career a while back I heard this cliché so many times I began suspecting that everyone I knew secretly got together and decided this was what everyone was going to tell me.

When you get right down to it, this advice...this cliché is both good advice and very bad advice for job seekers. For some, this piece of advice will be a terrific nugget of inspired information that will help them get a job, for others it's just non-specific, overused phrase that has no meaning - the difference between the two is how you define, "what standing out from the crowd" really means.

Let's say you're applying for a Creative Director you found on monster.com or careerbuilder.com, and you know that a lot of applicants are looking to land this job as well. You remember the advice from above and recognize that you need to stand out from the crowd, but what does that mean? Do you:

• Tell the company that you're REEEEEEEEEEEEALY passionate about design
• Purchase all of the company products/services to show that you're interested
• Wow someone in HR by mailing them a leather-bound version of your entire design portfolio
• Send your resume in on lime green parchment paper
• Show up at the company's doorstep in a tux

 

None of these, not one will end up helping you get a job. Of course, a couple of these are just jokes, but the question still remains, "How do you stand out from the crowd?"

Unfortunately I don't have "the answer", in fact, I am not sure there is, "one answer" that's always effective. What I can do though is share with you how I got an outstanding job in one of the worst job markets in the last 20 years. Here's what I did:

1. Like hundreds (yes, I meant hundreds) of other candidates, I found a position online that I felt I might be a fit for so I applied. I didn't apply online though; I actually mailed them a cover letter (which had my brand/picture on it - the Executive Director said, "This popped out" to him). In my cover letter I briefly covered their points in the position description and articulated what I could bring to the company. Notice I didn't talk about my experience, who I knew at the company or that I really wanted the job.
2. Fortunately I did get a call back. The interviewer asked if I was available to come in the next day. I politely thanked him, indicated that my work schedule was brisk and that I would love the chance to come in a couple of days (a following Monday rather than a Friday) if that was okay with him. He agreed. This turned out to be a very good decision (I’ll explain in a minute). I’ve often found that being first to interview isn't an ideal position; while you might not be able to time it perfectly, if you can be closer to the end, that would be ideal. Remember that interviewers always remember the last handful of candidates they interview.
3. While still on the telephone during the initial call back the interviewer asked me to take some time and look at their online collateral (magazine and web site) and be able to provide some ideas on what I would do to improve it during my interview on Monday. I thought, "This is a perfect opportunity to stand out from the crowd." Of course, it’s logical to assume that ALL of the candidates are going to be asked do this by the interviewer, so I have to raise the bar – I have to figure out how to do something really big so I stand out. Instead of coming in with a few ideas scribbled in a notepad, I redesigned 4 pages of their magazine (which desperately needed help), and I typed up a 3 page report on where the web site could use improvement and how my skill set would help them make more money, save more money and create efficiencies. The panel of interviewees were impressed that I had gone to the bother of learning about their company and providing real, concrete ideas on what and how I was going to improve things. I didn’t leave it up to their imagination but talking about abstract ideas – I gave them all a copy of the redesigned magazine and report that they could see, read and touch. It worked. They really were impressed since NO ONE else had done this. Also, during the interview I focused intently on how my skill set and experience would help them make money, save money and create efficiencies. Notice that I didn't talk about my experience, who I knew at the company or that I really wanted the job - interviewers don’t care about that stuff.
4. At the end of the interview I told them that I wanted the job, and while I recognized they had other applicants, I let them know that I felt I'd be a great fit and I'd be eager to hear from them.
5. I followed up the next day with a short but friendly email, thanking them for their time and again expressing interest in the position.
6. I received a quick call back asking to provide my references (thank goodness I lined up three solid people I knew would be available and eager to help me).
7. After talking with the references the company made me an offer. I got the job and over 200 applicants didn’t. Was I the most qualified and best talent in the bunch? I don’t know, but I do know that no one out worked me. I got the job because I went the extra mile and I SHOWED the interviewers what I could do, rather than just TALKING about it.

If you’re looking for a job, I hope this helped. I wish you the best of luck!

Graphic Designers/Web Designers: Learn to Read Your Freelancing Client's Mind...By Becoming a Client

If you’re freelancing and have never worked with an independent business consultant (lawyer, accountant, business strategist, time-management consultant, etc) you’re really missing out – big time.

No, this isn’t one of those, “Support local business” diatribes…although I personally do believe it’s a good idea, this is an opportune way to get a rare glimpse of what clients think and feel when they work with you.

Remember, as a freelancer you’re an independent business consultant (of course you specialize in design), and while you might have a pretty good idea of what your clients like, value and expect from you, there really is a tremendous value in putting yourself in their place for a project or two.

Think about it, how can you possibly expect to meet and exceed client expectations, needs and wants if you’ve never been in their position? I don’t believe it’s possible; at least it wasn’t for me.

The Good, the Bad and the Ugly Concerning the Resume Guy
A while back I hired a retired recruiter to help me with my resume, which of course put me in the unfamiliar role of the client instead of the service provider. What I was surprised about was how much my eyes were opened to what clients go through in selecting a service provider, pricing, negotiating, going through the process and wrapping things up. The whole experience was like a, “Holy crap, NOW I know what they’re feeling” moment for me.

Here’s a quick list of those “ah-ha!” moments that opened my eyes to what my clients were truly thinking and feeling (keep these points in mind as you think about your own business and clients):

1. Before I searched Google or looked in the phone book for “resume help”, I checked to see if I knew someone in my network that could recommend someone (turns out I did).
2. After being referred over to him, I then Googled him to see what he’s been up to and who he’s helped.
3. I first sent the guy an email describing my challenge and what I was looking for. Keep in mind that what I REALLY wanted was a tool that would help me get a job, not resume help. When people contact you about design, they aren’t interested in a web site or logo, they ARE interested in the money and customers those things will allow them to attain.
4. The guy emailed me back with a lot of information about himself (looked like it was copied right off of his web site). Not only did I not read it, I was kind a little offended that he sent so much information about himself. I didn’t care about him or want to read a bio on him, what I wanted was for him to respond to what I typed in my email (about my challenge and what I was looking for). I wanted to hear, “I understand what you’re looking for, and I can help you!”
5. After the email back and forth I tried calling and I just was a little disappointed the guy didn’t answer during normal business hours; I also noticed that his voice mail message wasn’t all that clear. I left a message and my call was returned within 24 hours…any longer than that I would have gotten discouraged and moved on, but within 24 hours was just fine. 
6. When the guy called me back he sounded energetic, positive and genuinely interested in helping me – this was a huge plus. More importantly, and unlike his email, he was less focused on trying to impress or sell me on all of his accomplishments and more focused on allowing me the time to fully describe my situation, challenge and hopes for the project. 
7. After I was finished talking he did indicate that he could help, he then clearly described his two resume packages (one basic and one comprehensive) and asked which one I felt might be a better fit. I initially went with the basic package but he did explain to me that if I later want to upgrade to the expensive package that he would apply the balance of the basic to the expensive package to reduce the cost. This greatly reduced my perceived risk, which made it a lot easier for me to choose to work with him. And yes, in case you were wondering, I did end up purchasing the expensive package after all.
8. Once we agreed on working together he took payment for the services (which didn’t bother me) then he clearly laid out what steps we were taking and ultimately what I’d get out of working with him. This put me at ease and boosted my confidence that I was working with someone that knew what they were doing. I’d never worked with this guy before so this made me feel a heck of a lot better about things (I wasn’t so worried that I’d unwisely thrown a good chunk of money away).
9. As far as the process itself went, it was pretty quick but I did want to point out a couple of things that actually irked me: I felt that his communication, quick response time and enthusiasm waned after I’d paid him which was frustrating, and while still working with him, I ended up referring a friend over to work with this guy and he never thanked me. The guy never even acknowledged I’d referred someone over to him. I did him a favor and he didn’t even bother to thank me (nor did he thank the guy that referred me to him), I will never refer someone else over to him again.
10. When the project wrapped up he sent me an email that stated he attached my final resume and that the project had concluded. For the most part it was pretty good (but I did catch some small errors that kind of ticked me off), but worse than that, the guy never followed up with me after he sent that email. He never checked in to see how things were going or if I had any questions. Not that I would have a real need to work with him again, but this blatant lack of customer service made it easy for me to decide never to work with this guy again.

Kind of an eye-opener wasn’t it? Think about these points in terms of your own freelancing business, how can you avoid some of the mistakes this guy made and excel more on the points he did well.

Did I miss anything; did you get something out of reading this?
Add a comment, let me know what you think!

The Freelancer Advice Mailbag: What Graphic Designers and Web Designers Are Asking Me:

Freelancer’s Inquiry:
Hey im a little stuck. Long story short. I was living with my parents and things were going very well for me. I had saved over 30,000. 2 years later. i am now broke.

i do Cd covers/flyers/business cards for more of a hip hop bases scene. i charge 75-95$ for a front and back.

though i normally have 3-5 projects a day. it use to be 5-10. ever sense myspace died. I feel my business is slowly dieing also. threw time i feel i messed up and lost alot of clients because of "changes" not because of the first actual showing.but because of the 1,000 changes that needed done. and i took to long

so i find my self kicking my own butt and just wishing i could have done it all better.

i am trying to find a better way to get some more clients in. i try blast emails nightly. (which doesnt work good) i tried twitter..(not a fan) and facebook doesnt seem to help

 

My Response to the Freelancer:
Thanks for the email Jamie, I am sorry to hear things aren't going as well as you would like. I cover some of what you're talking about in the books that I've written, so I won't go into that here. 

Designing for one particular medium (like Myspace) is a dangerous approach to making a living. As you've found out, if the technology changes, you're out of a job.

I would first determine if you really do want to freelance, which includes networking, marketing, writing, accounting, selling, etc. All too often designers want to freelance but they forget about all of the other stuff. Freelancing is a tough road that requires a tremendous amount of time, energy and hard work. If you feel it's your dream to freelance (and you feel you have talent compared to other designers in your area), maybe you make a go of it...if your heart's not really in it, I might recommend looking to making a living elsewhere. It's your call. I would suggest you look at some books by Seth Godin, Jeffrey Fox and Geoffrey Gittomer. No, these aren't design books but they will help you understand why you're not bringing in clients.

Remember, creative ability will only take you so far - you will HAVE to learn to market and sell yourself and your talent (whether you are a freelancer or working for an employer).

No sense kicking yourself in the butt. You've been through a tough experience - but you can learn from it, and you can grow from it. 

Get involved in some creative forums and support groups online (LinkedIn, allgraphicdesign.com, etc). Like any group of people, there are some jerks, but there are some good people as well. Keep your head up, figure out what you want to do in life and go get it. Best wishes and God bless. 

Graphic Designers/Web Designers: You Didn't Get the Job or the Gig; But Can You Get Anything Positive Out of the Interview?

It can be a huge let-down to go in for an interview for a new job or gig (especially if you were feeling great about how it went) only to find out through an impersonal email or phone message that they went with someone else.

When you learn that a client or company didn't want to hire you it can be a tough thing to deal with, and despite what some people will tell you, it's okay to be a little disappointed with the result. Being disappointed in and of itself is no big deal - everyone who's not hired for a job/gig is going to feel this way a little, but what you do with your disappointment can make all of the difference in the world.

In fact, you might think, "I've completely wasted my time and energy and there's nothing good that I can take away from all of this..." But that's not entirely true; you can actually create a potential job opportunity from being told, "No thanks."

Sure, friends, family and colleagues will quickly point out that you've acquired some valuable interview experience, time management skills and have gotten your name out there, and while all of these are true, they all occurred BEFORE you got the, "Sorry, we've hired someone else" notification. What you might be surprised to learn is that you can still pick up some help and opportunities AFTER you've been told you weren't selected for the job/gig. 

Here are two areas that you can get some great value out of a potential client or employer that didn't end up hiring you. I'd preface this in telling you that not everyone you interview with be eager to help you in one or both areas, but I've found that most clients or employers are open to it...and there are some clients and employers that will feel badly that they didn't hire you, so they might be much more open to providing you with a little help.

1. Ask for Feedback:
   If you genuinely felt you MIGHT have been a good fit for the position, you might consider emailing or leaving a phone message with the client/employer asking them for feedback. It's important that you show that you respect their decision and that you're not trying to change their mind, you just want some feedback on what you might tweak, adjust or improve in future interviews.
   
   Try something like, "Thank you for letting me know about the job, Susan. I enjoyed our meeting and appreciated the opportunity to visit with you - I wish you the best of luck with your new hire.
   
   I am passionate about working in this field and I'd like to continue to pursue positions like this one. As a professional in this industry, and someone I have a lot of respect for, I wondered if you would be open to providing me some quick feedback on how I might be able to improve my chances for success in the future. I know you have a lot on your plate, but if you could share just a few ideas with me on what you'd recommend that I improve on I would greatly appreciate it. Again, thank you for your time and consideration; it was an honor to meet with you."
2. Opportunity to Check Back In Later:
   Again, if you genuinely felt you WERE a great fit for the position, you might respond to their rejection letter or message with a request to check back in at a later time.
   
   NOTE: I strongly advise you to ask for feedback OR ask to check back in, but NOT both.
   
   If you believe this client or company would sincerely consider hiring you in the future you might try responding this way, "Thank you for letting me know about the job, Susan. I enjoyed our meeting and appreciated the opportunity to visit with you. I really would welcome the opportunity to work with you and your organization, even if we didn't have a fit right now.
   
   I of course do want to respect your time and privacy, but if you're open to it I'd like to check back with you in the next couple of months and see if something might have opened up or changed on your end. Would that be okay?"

I'd be the first to tell you that neither approach is guaranteed to bring the result you want, but like so many other things in life - you won't know unless you try. Being disappointed that you didn't get hired is okay, but try to avoid letting that disappointment get in the way of possible getting some great advice or a chance to check back with the client or company.

Special thanks to bpsusf on Flicker's cc for the great photo.