Promoting Thyself

8/9/2019 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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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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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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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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Tee-Shirts

Different

Prominent canvas to showcase work

Unlikely to be thrown away

Wearable

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Tee Shirts


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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!

Promoting Thyself

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