promoting thyself
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Confidential. All content is copyright TAK! Design Ltd. 2007
Promoting thy self
The fine art of saying hello
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You can not not communicateErik Spiekermann
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Unless you promote yourself youwill only reach a fraction of yourpotential audience. Or worse,no audience at all
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No one piece of promo material
will do better than another whensent out generally to anyone
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Do research
Who do you want to work with?Who would like your work?
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It is pointless to createsomething beautiful when itlacks relevance to those whoreceive it. Be selective
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12 steps to self promotion
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1. Research your market
Know your audience so your sample pack contains work suitableto the receiver
Be aware of style preferences within your chosen field and target thecompanies who are a suited match
For example; if you want to work in editorial illustration, target thepublications which you think would best suit your work
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2. Dont be shy
Give the company a call and ask to speak to the commissioning editor /head of marketing / creative director
This makes sure you know you are sending your (precious) samplematerials to the correct person
and importantly the materials are then addressed personally andnot generically (sir / madam)
On a basic level, simple initial contact helps overcome those nerves andprovides a small amount of familiarity with the company
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3. Write a covering letter
Its your call to action
Explain
Why you are making contact
Why your work is relevant for them to see
Make sure its labeled to the right person (see step 2)
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4. Quality control
Dont send materials that are badly printed from low resolution scans
If the package is tatty dont send it
If sending via e-mail be aware of file sizes
Learn the basics of web optimisation
Each image should be no more than 100k in size
Use the Save For Web option in Photoshop to scale downand compress your images
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5. Label everything
With your name, contact e-mail address, phone numberand copyright information
When e-mailing samples watermark each image so itcannot be re-used
Create an e-mail signature which states that all attachedmedia is copyrighted to you
(Do this when sending any artwork at any stage in any job)
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6. Group by style
Choose your samples carefully for the client in question
Example: If you are approaching a book publisher, demonstrate youcan illustrate the same character in multiple positions
Example: If you are approaching a greetings card publisher, sendseasonal illustrations in a variety of styles
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7. Snail mail over e-mail
Everyone likes receiving stuff in the post
(Unless promotional material is thrown away) its hard not to bereminded of the creative each time it is seen
Inboxes grow daily & e-mails fall off the radar fast
(And the Royal Mail needs your business!)
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8. Include business cards
Small and easy to keep
Essential marketing tool
You can never send enough
You will change address / lose your phone before you have finishedhanding out that box of 500 cards!
Clients will always pass on surplus cards
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9. Portfolio sampler books
When you feel you have enough quality work (or spare cash) invest inmaking a small book which you can give to people
A book will be kept and passed around increasing your exposure
You can always sell spares via your website with Paypal
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10. E-Mail & web portfolios
The internet has changed most forms of communication overthe past 10 years
Get online!
Purchase a domain name and web space
taktak23.freespace.uk.com / [email protected]
vs.
www.taktak.net / [email protected]
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http://www.taktak.net/http://www.taktak.net/http://www.taktak.net/ -
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11. Follow up (phone calls)
If you havent received any feedback contact the prospective client
Engage on a human level dont be scared
To break the ice (and to justify your call) ask if they received yoursamples and if so, ask for their opinion
Reiterate your interest in working with them
Put on a friendly voice, be clear and show you are keen & passionate
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11. Follow up (email)
If your samples were sent through e-mail then you can make theprocess easier by following up with a friendly e-mail
The benefits of an e-mail is that you can think about what you aregoing to say and theres no case of the heebie-jeebies
But e-mails can get ignored or forgotten
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12. Step & repeat & repeat& repeat
If you dont hear back and really want to work for them, try again
They may have been too busy to contact you back
They might have lost your details
You might have been added to the large pile in the cornerEither way subsequent contact shows that you are keen and keepsyou fresh in their mind
But dont waste precious time and money on sending work to thosewho arent interested
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Getting online
Why you should be online and how to go about doing it
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If you want work, get online.
A good website is the mostimportant communication
tool you can have
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Make sure its well constructed
No confusing navigation elements
Check there are no broken links
If in doubt, keep it simple
Do it yourself (iWeb, WordPress, Online tutorials)
Get someone else to do it for you. Trade skills?
If worst comes to worst, use flickr or other similar tools to getyour stuff online
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Promote the site
A well designed site with good work will easily get linked on designportals and other creative news sites
Links from other sites will bring focussed traffic to your site
Register your site to the main search engines
Improve search results ranking by using correct & relevant page titlesand text within the page (wherever possible)
Getting linked on other sites will improve your search engine ranking
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Tell people about your site
Never be ashamed to shamelessly plug your own work
find people who would be interested in your work and get linked up
Scratch their back and link to them in return
Get a mailing list and use it
Include your domain name on anything that has a surface
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Add a blog
A blog doesnt have to be a diary of what you had for breakfast
Treat the blog as a space to post news about what youve been upto in relation to your work
Post stories about stuff youve seen that you like
Text on the page will increase search engine driven traffic
Link your MySpace with your main domain space
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Get yourself seen
There are many illustration portals where you can upload workand get listed for commissions here are 3 to submit your work to
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Illozwww.illoz.com
Illustration Mundowww.illustrationmundo.com
Compuer Lovewww.cpluv.com
Community site aimed at professionals.76 per year for illustrators. Artdirectors (commissioners) join for free.High standards.
Well known and well used site. Free.Community driven, post work andlatest news for others to see.
Community driven site for all kindsof creatives. Submit work and createonline portfolios. Regular news onhomepage. Featured galleries.
http://www.illoz.com/http://www.illustrationmundo.com/http://www.cpluv.com/http://www.cpluv.com/http://www.cpluv.com/http://www.illustrationmundo.com/http://www.illustrationmundo.com/http://www.illoz.com/http://www.illoz.com/ -
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Networking
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The life of a freelancer is allabout who you know
and who knows you
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Networking can be acringe but doesnt meanselling yourself atinappropriate times
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(see the video below)
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Networking can be assimple as making peopleaware of your work;handing out a business card,adding your site to a search
engine or letting someoneknow what you do
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Plant seeds
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Get to know people and then keep theminformed all of the time
Magazine editors
Design studios
Gallery / bar owners
Friends & neighbours
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Self initiate
Organise an exhibition with friends
Create a project which promotes yourself and others
Form a collective
Collaborate with a company and do a collective promotionwhere both parties gain
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Go out and get pissed on free booze
Exhibition openings
Book launches
Conferences
Talks
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Get published
Theres are an incredible amount of publishers who seek fresh newmaterial for their publications. Befriend them
BooksMagazines
Websites
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Ideas for self promotion
So what can you make and send to people?
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The classics(never to be underestimated)
Postcards
A solid collection of cards are always treasured
Can be used by client or given to colleagues
Can be used by yourself as compliment slips to be sent withinvoices and other communications
Cheap and cost effective
An alternative could be greetings cards
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Postcards
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The classics(never to be underestimated)
Posters
Makes a big impression
Allows for many illustrations and text
Can double as a fold out magazine
Posters are always well received
An alternative could be wrapper paper
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Posters
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The classics(never to be underestimated)
Business cards
A well designed business card is a great opening
Small portable window into your work
Contact details can be kept safe
A collection of cards can act as a micro portfolio
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Business Cards
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Some more Mmmmmmmm nice!
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The classics(never to be underestimated)
Promo book / booklet
A well produced book will be kept for future reference
A chance to get work published (DIY)
Ability to lead people through your work a story
Not as expensive as you might think
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Books & booklets
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The interesting(making an impression?)
Badges & stickers
Everyone loves badges & stickers
Small and relatively cheap
Still have the ability to communicate contact info (reverse)
Wearable
Multiple as opposed to singles
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Badges / stickers
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The interesting(making an impression?)
Tee-Shirts
Different
Prominent canvas to showcase work
Unlikely to be thrown away
Wearable
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Tee Shirts
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The interesting(making an impression?)
Tote-bag
Current
Unique approach
Alternative to a tee-shirt
Re-usable
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Tote Bag
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Its important to remember,building up a name takes time. At
rst, people dont want to know.But keep going it will work.
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If youre reading this online on ourwebsite, why not start by
contacting us and saying hello.:-)
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Thanks!