Self-promotion
is an ongoing process of building name recognition and reputation by intro-
ducing yourself to new clients and reminding past clients
you are still available.
Experts suggest artists spend about one-third of each week and up to 10
percent of their gross income on self-promotion. Whether you decide to invest
this much time is up to you, but it is important to build time into your schedule
for promotional activities.
It's
a good idea to supplement your mailings with other forms of self-promotion.
There are many additional strategies to make prospective clients aware of
you and your work. Consider some of these options:
Talent directories. Many graphic
designers and illustrators buy pages in illustration and design annuals such
as Black Book, The American Showcase and RSVP.
These go to thousands of art directors and many keep their directories
for up to five years.
A page in one of these directories can run from $2,000 to $3,500 and you
have no control over who receives them. Yet, some artists who buy pages claim
they make several times the amount they spend. One bonus to these directories
is they provide you with up
•
Media relations. The media is always looking for good public interest
stories. If you've done something unique with your work, send a press release
to magazines, newspapers and radio stations. This kind of exposure is free
and will help increase public awareness of you and your work.
•
Pro bono work. Donating your design or illustration services to a favorite
charity or cause not only makes you feel good-it can be good public relations.
These jobs can offer you added exposure and an opportunity to acquaint potential
clients with your work. For exam- ple, a poster
designed for your local ballet company may put your work in front of area
business communicators, gallery directors and shop owners in need of artistic
services. If you design a brochure for a charity event, you'll reach everyone
on the charity's mailing list. Only donate free services to nonprofit organizations
in need of help-don't give away work to a client who has the means to pay.
•
Networking. Attending seminars, organization meetings, trade shows,
gallery openings and fundraisers is a good way to get your name out. It doesn't
hurt to keep a business card on hand. Volunteering to work on conu-nittees gives you an even better opportunity to make
contacts.
•
Contests and juried shows. Even if you don't win, contests provide
good exposure. Judges of design and illustration contests are usually art
directors and editors who may need work in the future. Winners of competitions
sponsored by design magazines like HOW and Print are published in awards
annuals that result in national exposure. Since there are many categories
and levels of awards there are many chances to win. Judges of fine art shows
are often gallery directors. Entering a juried show will also allow you to
show your work to the community.
•
Home shows. If you are a fine artist and have a body of work
nearly complete, go over your mailing list and invite a select number of people
to your home to preview the work. (Before pursuing this option, however, make
sure you are not violating any contracts you already have with galleries.)
Your
potential clients are busy! Piles of samples cross their desks each day. They
might spend only a few seconds glancing at each sample while making their
way through the "slush" pile (an industry, term for unsolicited
submissions). Make yourself stand out in simple, yet effective ways:
• Tie in your query letter with your sample. When sending an initial mailing to a potential client,
include a query letter of introduction with your sample. Type it on a great-looking
letterhead of your own design. Make your sample tie in with your query letter
by repeating a design element from your sample onto your letterhead. List
some of your past clients within your letter.
• Send artful invoices. After you complete assignments, a well-designed invoice (with one of your
illustrations or designs strategically placed on it, of course) will make
you look professional and help art directors remember you (and hopefully,
think of you for another assignment!)
• Follow-up with seasonal promotions. Holiday promotions build relationships while re- minding
past and potential clients of your services. So get out your calendar now
and plan some special promos for one of this year's holidays!
To
see how other freelancers use the above strategies to make their work stand
out, see the examples on the following pages.