When I talk to people who are thinking about setting up shop, graphic design and otherwise, this is the question I’m asked most often. My answer is three places:
Word of Mouth. As far as I’m concerned, this is the best way to get new clients. When someone has heard good things about you from a source that they trust, your job of selling yourself and your services is 80% easier. They’re not looking for reasons to hire you, they’re looking to see what you can do for them. It may sounds like the same thing, but it’s not. When someone comes in cold, there’s a credibility hurdle you have to get over — who am I and why should you trust me? When a word of mouth client comes in, the trust is basically established. So and so recommended you, and I trust them, so I’ll trust you.
Of course, this is the hardest way to get clients at first, because it’s a catch 22. You have to have clients to get other clients by word of mouth. It also serves as a good reminder that the design world is small and your reputation will start to spread. Make sure it’s a good one.
Networking. There are countless groups to join: your local Chamber of Commerce, Design Groups (like the AIGA, GAG, or SPD), Networking Groups (like BNI), user groups (Hidden-Tech is a local group) and clubs (The Ad Club of Western Massachusetts is another local organization). Depending on your availability, the list can be endless. But here’s the secret: once you join, you have to get involved. It’s not going to be good enough to show up at a meeting or event once in a while. Volunteer. Get to know the officers of the group. Make yourself indispensable. It may take a while to start seeing results, but they will almost certainly come.
Advertising. This is important, but the returns are much fewer than in the other two options I’ve mentioned. When I get a potential client through word of mouth or networking, I end up getting the job 7 or 8 times out of 10. When someone contacts me because they’ve seen an ad of mine or found me on the web, it’s more like 2 or 3 out of 10. Why? The person who comes through an ad is typically just starting the process of hiring a designer. They’re looking at other companies, comparing prices and services, and figuring out what they want. There’s nothing wrong with any of that, of course. But the person who knows you (or knows someone who knows you) is usually ready to go, and have basically already made the decision to use you, or have significantly narrowed the field by the time you speak to them. Advertising is important, but if you rely on it to account for more than 50% of your business, you’re going to spend a lot of time in interviews and writing proposals that never turn into paying jobs.
Do you have any secret weapons to find new clients? What works for you?
Like many designers, I am a sucker for a good magazine. I read all sorts, but design magazines, when done well, really ring my bell. That’s why I was very excited to get a complimentary copy of FPO Magazine in the mail two days ago. And that’s their first good idea — the magazine really was free. Not “free with subscription, cancel if you don’t like it.” Not “free with the purchase of 11 other issues.” Free free. They’re giving me a chance to check it out, no obligations, no need to cancel. I don’t know how I got on their mailing list, but score.
Inside, there was quite a bit to like. My favorite articles were the short and dirty ones. “Snark Attack” (evaluating the questionable design of Cosmopolitan), “Retouchy Subject” (which chose the month’s most heavily retouched cover photo), and The White Stuff: Disguising a Mess (design tips). I also really liked two longer articles a lot: Health & Unhappiness: Why a Daring Redesign Went Bad (the inside story on Health’s redesign) and SOS: Too Much Space (more design tips).
So will I subscribe? I’m still on the fence. I definitely enjoyed my free issue, but I suffer from over-subscriptionitis. I already receive more magazines in a month then I have time to read, and at $55/year I’m not sure I’ll be able to spend enough time with FPO for it to make sense to spend that much money on FPO. I’ll keep you posted.
That is some gorgeous photo. Over the cacophony of the neon signs and street lights, the typefaces on the signs are like candles in the night. This photo is from 1957 and it shows in the letterforms, but in many ways it seems totally contemporary to me. The gallery site says “Perfectly composed and atmospheric, the people and places that Herzog captured in the 1950’s and 1960’s, remind us of a period of transition, hope and a move toward the modern era.” I totally agree.
This photo is on display at the Laurence Miller Gallery in New York City from April 3 - May 31. Uncoincidentally, Larry is my uncle, but it’s not nepotism speaking when I say that his gallery is one of the best in the US. If you’re in the area, go see the show.
Or why it’s great to have a client who appreciates you.
One of my projects that recently came to printed fruition is the children’s book I’m Lucy: A Day in the Life of a Young Bonobo. This self-published book was a real labor of love for all involved: writer, photographer, editor and backer. That can sometimes be intimidating for a designer — when the people involved in the project hold it close to their hearts, there can be a lot at stake.
Fortunately for me, the client and all of the people I worked with on this project were fantastic. That’s not to say that it was complete smooth sailing, though. I had a vision for the book, and I had to sell it. This book is a collection of photographs of a Bonobo family and what I wanted to do was have each page be a different vibrant color. I worked up the comp and sent it around. Some of the people on the project loved it on sight. Others, not so much. When working with a group, it’s a good idea to know who in the group has the final say, but ideally, you want everyone to be happy with the design you create. That didn’t seem like it was going to happen in this situation, but I really believed in the design for the book and was able to convince the decision maker that if she took a chance, everyone would be happy in the end.
Phew. The book is out, and here are the comments from all involved:
It is absolutely beautiful, and the few people I’ve so far had the chance to show it to are really blown away. Thanks SO much for all the input of your creative juices that transformed this into a work of art. — The backer
I got my book yesterday, (Actually have two). It is totally gorgeous. I really love it. I wasn’t happy about the colors at first, and I was clearly wrong. Thank you for having the extraordinary brain that can put together something as beautiful as this book! This morning I was visiting the Child Care Center that I am on the board of, and was showing the book around. One of the teachers started reading it to the three year olds who were having a snack. They children started pointing and giggling at the pictures. Quite a sight for me.
So thank you, thank you. — The photographer
The books have arrived and they are more beautiful than I ever even
imagined. Your design and layout are perfect, the cover is perfect,
all the corrections to the photos are perfect — really I could go on
and on.
Thank you thank you thank you. — The writer
So beyond the obvious back patting I’m doing to myself, what’s to learn from this? First of all, that this won’t always happen. Sometimes you just can’t convince a client that you’re right. Sometimes you have to put aside your design ego, let go of “the perfect design” and do what the client wants you to. But it doesn’t hurt to remind the person who hired you why they hired you. That your experience and expertise are worth listening to. And when you find the client who’s willing to listen and take a chance, that’s where you can find the intersection between doing work you love and work that the client loves. It makes it all worthwhile.
Go to BonoboKids.org to find out more about Bonobo monkeys and to buy the book. Proceeds from the book are donated to charities dedicated to saving the Bonobos and saving the world.
It was the best contest yet! Thanks to all who entered, but Neil Forker, you’re the winner. Please email me your mailing address and I’ll send you the book when it comes out in October. You probably won’t remember that you won it by then, but think of what a great surprise it will be when it shows up on your doorstep.
