The Young Designer’s Guide

Wait…wait don’t feel insulted. I am only trying to help you become a well rounded designer. So what else do you need to know? Lots!

One of the key reasons for the creation of this site is that not only must you become a snazzy designer with a killer portfolio, but a driven salesperson and business guru if you want to make leaps and bounds in the design food chain. These tools will help you move upwards in an large company, bring in big clients, or start your very own business. Talent is only half the battle.

Here is an overview of a few more tools for your arsenal besides an exacto knife & a pantone key that you should make sure you are knowledgeable in or at least aware.

Marketing
Inevitably you will work with a marketing person at some point in your career. They are the strategist for integrated marketing. They plan the where, what and how of advertising. Who is the client targeting? What is the theme, the message? What mediums should be utilized? Where will we place these messages? What will it look like? That’s where we come in. How about dazzling the client with not only your fabulous style and visuals, but also with a broad knowledge of marketing and creative ideas. The more input you can give, the more impressive you are to the client. You do not need to get a degree (though it wouldn’t hurt) to have a basic understanding. See Rob Engleman’s Simple Marketing Planning Outline for an idea of what is most often incorporated into a marketing plan.

Do take the idea of getting a marketing degree (Associates, Bachelors or Masters) seriously. The benefit is that not only can you offer design services, but marketing services as well, a big bonus in the eyes of your future employer. You the whole enchilada! You will be mastering the strategy and giving orders. It’s a step towards being a creative director. With that in mind we will continue to write about marketing so register to get the latest and greatest news.

Sales
Sell yourself! Not literally it’s illegal in most countries, but sell your services and design concepts. Whether you are getting a job, presenting to a potential new client or just selling your idea to a client you need to know how to present and persuade. When a lead has a real potential or just leading you on.

We’ve all presented in critiques at college, but how professional were you? It’s a lot scarier when it’s strangers and especially starting off. The more you learn, practice and read up on sales (of which we’ll have plenty to say on the young designer’s guide) the better you will get at it. One of the biggest eye openers I have had so far is how to handle sales leads. I use to spend more time then I should following up and really pushing clients who weren’t ready or I wasn’t what they could afford. So I was left empty handed. It’s learning to tell the difference that saves time and money.

The best advice I can give anyone still in school is to get a job in sales; waitressing, sales at a store, etc. What you learn selling products and interacting with people translates to selling yourself and building up your experience and confidence.

First of all, get over it! Other people may focus on your age, but your focus should be on networking and making connections, not what other people think. You are young, you cannot change that fact, but you are ambitious. That is what matters.

I frequently network, I am often the youngest person in the room and occasionally I hear comments about my age. How do I deal with it? I am outgoing, friendly, and confident. Simply because I am young does not mean I do not know what I am talking about. I have a Bachelor of Fine Arts Degree, a great portfolio, and have a tried and true history of handling multiple clients at a time. Once they to talk to me about design and web development they realize that I am qualified for the job.

But what if you do not have a lot of experience?

Simple… become a sponge! Soak up knowledge, meet people, and most importantly, learn. The best way to network is to ask questions. There is nothing easier than getting someone to talk about themselves and their business.

Be honest. Tell people you are there to learn. Your mission is to soak up their knowledge and guidance. When I started I would say, “Hi, my name is Rebecca. I am a sponge. I am here to learn everything that I can.”

Ask the right questions. Networkers can go on forever about their company, services and products. Do not just ask what they do. Instead, ask: How did you get started? What do you wish you knew when you started? Where do you suggest looking for a job or resources? Be a reporter and get the inside scoop that will help you build your career.

Ready to start networking? Here are some tips to help you on your way.

Quick Networking Tips

• Bring LOTS of Business Cards, but do not start shoving them in people’s faces. Quality contacts over quantity!
• Dress professionally. You are an artist, but you are also entering the business world.
• Prepare a 30 second speech about who you are, what you do, why you are here, and what you are looking for. Often, each person gets up at a meeting and introduces themselves. If you come up with something fun, unique, or clever, you’ll be remembered. Make it interesting!
• Grow Your Garden. Networking takes time. Networkers meet hundreds of people. Become a familiar face and you’ll be remembered. The leads and referrals will follow.
• Make a goal. Each time you go to a meeting make a goal to meet a certain number of new people. Do not just talk to people you already know.
• Write notes. Once you start networking you’ll meet a lot of people. Make notes on the back of each person’s business card (i.e. Where you met them, what you talked about, etc.). It will help jog your memory if they call you up sometime.
• Potential Lead? Follow up the next day. Stay fresh in their mind. Give them a call or send a hand written letter, it’s more personal.

I know this is a lot to take in and this is just scratching the surface, but don’t worry, lots of networking groups offer seminars and workshops on networking, marketing yourself, and growing your career.

You just graduated, and now you have college loans to pay back and no job lined up. What are you to do?

Freelance.

All design professionals freelance, whether you hold a job with a major corporation or not. It is one of the “perks” of being a designer. My current profession is not in the art design world, but I still freelance. I will do a logo design here and there when I need extra cash. It is better than moonlighting!

If your in the same boat as me you have a job in another field and design is a “side” thing. If so, there is probably not much need to advertise. Word of mouth and referrals from past jobs will suffice.

But, if you want to be a professional freelancer, you are going to have to advertise. Sorry kids, but there is no way around it. Otherwise, how will anyone besides your grandmother and your best friend know you are a designer? It is kind of like trying to sell your car, you make the effort to put a “For Sale” sign in the window, but you park it in your garage. Even though you intend to sell your car, people still won’t know it is for sale. You are going to have to get the car out of the garage in order for it to sell.

“But Corrie, I’m just out of college and I have no money!”. That is an excuse! You do not need money to advertise. You have to start at the bottom to get to the top. Here are some free (and almost free) advertising solutions.

Note: Keep in mind I do not consider business cards a “marketing” expense. They are the cost of doing business. Everyone in business has to have them, so suck it up and design some and print them out on your computer or have them printed professionally, I promise it is not something you will not regret.

• Craigslist.org: Cost = Free
  

If you are in a metropolitan area, craigslist.org is one of the best bets for you. Craigslist is an online classifieds website where people can post events, things they are selling, and SERVICES. You will be posting under Services.

First off it’s FREE! Second, it is a great opportunity for you to show off your HTML skills because it is a website. Worst case scenario, you waste 10 minutes of your time putting up a posting and you do not get a job that week. But trust me, if you do it again the following week and you do land a job, it will be time well spent.

• Networking Cost = Almost free, maybe a drink or two

Never has there been a better excuse to go out for a drink at your local bar. The first few times you go out don not mention to people your a designer, just be social. People are more likely to purchase from people they are familiar with and more importantly like. Your second or third time speaking with someone, be sure to mention you are a designer and perhaps even give them a few business cards. They may not be in the market for a designer, but a few weeks down the road a friend of theirs might be. They will remember that really cool, friendly dude/chick who is a designer they met at Sparky’s Bar and be sure to refer them to you.

• Cold Calling Cost = Free

Cold calling is a sales term for approaching random people you do not know and pitching them on a product. You can do this in person or on the phone, I recommend the former.

So dress up professionally one day with business cards and portfolio in hand and pound the street. Hit every business in your town. Walk in, be confident, ask to speak to the owner/decision maker, and introduce yourself and your services. You are selling yourself as a designer!

Make sure you have a plan before doing this. Examples may include pitching a local real estate agency on a “rebranding design package” where you redo their collateral and logo for a set fee. Restaurants pitches may include a new menu design. Target the package you are offering for each specific business owner.

If the owner is not in need of your services at that moment, be sure to leave them a business card (a business card CD is even better, but I’ll get to that in another post) and DO NOT FORGET to ask them for a few business owners/friends that they think might benefit from your services. It is better ask and possibly of get 2 jobs for one than to not do so where the best case scenario is to get one.

Cold calling may not provide instant freelance jobs, but it is yet another opportunity to network and become known for what you do in your community. I guarantee you your hard work will pay off eventually, resulting in a phone call for a job you never expected.

• Post Flyers Cost = Almost free. Just the cost of copies at Kinko’s

Design a really slick looking 8×10 flyer that you feel represents yourself and your style, and that advertises the services you offer and your starting prices (I always recommend starting prices. If you tell them to call and ask for a quote, people may not call for fear your services will not fit into their budget. By listing a price you give them an idea of your price points and if they can afford you). I would advise purposely designing it to be black and white to save you money on your printing. Be sure to design it with tear off tabs at the bottom with your contact information.

Don’t post these on public property! Every town/city has different laws regarding public advertisement so it is better to avoid trouble to begin with. Instead, post it on bulletin boards at local grocery stores, or even ask local businesses if you can leave them with a stack to place by the door for customers to take. Worst case scenario? Someone will say no and you move onto the next business. Eventually someone who needs a designer is bound to see one of your flyers and give you call. The more your name is out there, the more chances there are of people seeing it.

• Referrals Cost = Almost Free

Referrals are the bread and butter of most businesses. Happy customers recommend other customers to you. When you are starting out, it may be advisable to start a referal program. Pay your past customers for jobs they send your way! You do not have to pay them a lot, $25 - $50 should suffice.

When you make $500 on a logo design job that was refered to you, spending $50 on the refferal and netting $450 instead is not a huge deal. Especially considering you did absolutely no work to get that customer on your own.

Other referal ideas include discounts on additional jobs. For example, if you are doing a collateral design for a business, tell them if they refer any additional business to you that you will take 20% off a brochure design (or any other service you think would be “appealing” to them). It will make it worth their time, while costing you very little dough.

In Conclusion:
There are many free and inexpensive ways to get your name out there as a freelance designer in your marketplace. All it takes is a little leg work and creativity. Creativity is why you went to school for design… is it not?

Author: Corrie LoGiudice