Issue #20
March 09, 2006
Welcome to Inside Freelance Design (IFD), your free, bi-weekly e-letter from American Writers & Artists Inc. Every other week, you can receive this special alert with secrets, tips, and insights from AWAI's graphic design pros to help you improve your skills and reach your goal of becoming a professional graphic designer in the fastest time possible.
IN THIS ISSUE:
- Ilise Benun Tells How to Become a Self-Promotion Artist
- Quick Tip: Make Your Graphic Elements “Pop” Every Time
- The IFD Mailbag
- EXTRA! EXTRA! News and Job Opportunities
Become a “Relationship Artist” to Build Your Career
By Ilise Benun
Here's the thing about networking: It's really nothing more than talking to other people.
But for some reason, many, many people have trouble doing that.
Whether it's not knowing what to say or imagining that others don't want to talk to you, something seems to get in the way of simple communication between two people.
My friend, Jay, came to NYC almost 30 years ago to be an actor, but he's ended up making his living by painting apartments. He hasn't had an audition in years, and depends on the painting to keep him afloat.
When he doesn't have another painting job waiting for him, he starts to worry that the work has dried up. But just at that moment, as if someone were watching over him, the phone usually rings, he gets another job... and he doesn't have to think about it anymore. Until the next time, of course.
Well, recently, Jay went through a dry spell. Things had been quiet for a little longer than usual, but he continued to wait for the phone to ring. He waited. And he waited. But it didn't ring.
The holiday season came around and the rent came due and he had nothing lined up. His bank account was dwindling and no one was calling. And still, he waited. What else could he do?
You know the answer.
When Jay told me what was going on, I asked him, “How is it possible that, in a city where you have to wait months to get an appointment with a painter, you have no work on the horizon?”
The only conceivable answer: No one knew Jay was out there.
And the only reason for that was because he hadn't told anyone.
Jay had done no networking at all. He didn't tell people he's a painter. He didn't have a business card. The painter was hidden inside him.
If any part of Jay's story is familiar to you, you should be networking more effectively. In fact, you should set yourself the goal of becoming a relationship artist.
If an artist is someone who is skilled and adept at a particular art form, then a “relationship artist” is someone who is skilled at forming and developing and growing relationships.
If you have been a recluse for a while, it will take some effort and time to transform yourself into a “relationship artist,” but you can do it. Here are a few thoughts to get you started:
Get out and meet new people.
Networking is more than attending meetings and passing out business cards. It's a way of engaging with the world, making a difference, exploring, learning, connecting, putting people together, helping people, offering your ideas and resources, showing your competence and reliability.
Your in-person presence makes a much stronger impact than all your email messages and phone calls and mailings put together. That's just a fact. Be aware of others.
Take the focus off of yourself and put it on others. This may sound like an oxymoron, but that's actually the secret to self-promotion. Stop worrying about what others think of you and start wondering what's really going on in their mind (which probably has nothing to do with you). Practice relentless relationship management.
In addition to reaching out to your network on a regular basis to let them know what you're doing, keep in touch with selected members through quick “hellos” via phone and email. See what they need and what they're working on. And don't be discouraged by silence. Know that your name on their radar screen made an impact, even if they couldn't take the time to respond.
After my conversation with Jay, he started talking to the people in his immediate circle, and we all gave him work right away. (I had several things that needed doing around the house, but just hadn't gotten around to finding someone to do them.)
He put up flyers and, lo and behold, other people started calling him. He signed up with an online service that provides leads for painting jobs. Now he's too busy to come back and finish painting my kitchen. Oh well.
Here's the reality of it all: Anything can come out of a conversation. So many people are full of fear, but once you're doing it, it's not that painful.
Besides, if you don't toot your own horn, who will?
[Editor's note: If you want to see more of Ilise's surefire winning strategies for networking and self-promotion, click here:
http://www.awaionline.com/surefirestrategies/]
We also recommend that you subscribe to her e-letter “Quick Tips From Marketing Mentor” at www.marketing-mentor.com.]
* * * * * * * * Advertisement * * * * * * * *
Extra Income For Aspiring Graphic Designers
If you are looking for an ideal spare-time business – resume writing might be just the thing for you. It's a great way for you to earn extra income and also use your DM design skills. Like successful sales letters good resumes have clean and simple designs that guide the eye along important points to make the ultimate “sale.”
Learn more at: http://www.myresumebiz.com/sparetimebiz/
QUICK TIP: How to Make Sure Your Graphic Elements “Pop”
When using 2 or 3 columns in a promo like a magalog, you have several options for placing photos, illustrations, call-outs, and other special elements. The most obvious place – directly in the column width – is seldom the best choice. It is obvious... and it can be boring.
A better choice is to place these special elements across two columns near the copy they relate to.
Another very effective option is to place them at the top of every right-hand (“recto”) page on every spread. This approach establishes a visual rhythm and leads the reader from page to page. It also makes sure the columns are easy to read and follow.
* * * * * * * * Advertisement * * * * * * * *
You Could Be One Conversation Away From Tripling Your Income…
Will You Know Exactly What to Say?
Find out: http://www.awaionline.com/oneconversation/
FROM THE IFD MAILBAG…
by Kristin Schwarz
Hello, everyone!
We start today's mailbag with a question from GDS member Jen:
I am designing a sample sales letter in 2 colors to supplement my portfolio. My question is: Can I also use shades of the 2 colors?
Dear Jen,
The shade of a color refers to how dark it is. It is the combination of a hue and black. Thus, burgundy is a shade of red, hunter is a shade of green, and rust is a shade of orange.
A tint is a mixture of a pure hue and white. Think of a color like red saturated with lots of white. As more white is added, the color becomes a lighter and lighter tint of red, until it turns to pale pink.
When a designer or printer talks about working in two colors, one of those colors is the color of the body copy. That color should usually be black.
The second color is a Pantone or similar spot color used to emphasize design elements such as check marks, bullet points, or starbursts. It can also be used for headlines and subheads.
You can use tints of the spot color you've chosen. Let's assume you are using a dark blue – Pantone 286 – as your spot color. Your layout program allows you to specify a percent of that color. For example, if you set your swatch to a 20% tint of Pantone 286, you will get a nice pale blue to use for a sidebar. Your direct-mail package will look as if you are using more than just two colors.
But, as with everything in DM design, moderation is key. Use color sparingly and purposefully.
A number of members have asked us to explain the difference between various envelope sizes that are used in direct mail. So, here goes...
Most direct-mail packages consist of an outer envelope that holds a letter, an order device, a business reply envelope (BRE), a brochure, and possibly some additional inserts. The most commonly used envelopes are:
The #9 envelope – 3-7/8 x 8-7/8 inches
The #10 envelope – 4-1/8 x 9-1/2 inches (This is the size that's loosely referred to as a “business envelope.” A #9 envelope fits nicely into a #10 envelope.)
The monarch-size envelope – 3-7/8 x 7-1/2 inches
The #6-1/2 envelope – 6 x 9 inches
Envelope mailers can be closed-faced or have a window that the recipient's name/address shows through. (The window is usually 1-1/8 x 4-1/2 inches). The letter is folded and inserted in a way that makes the headline the first thing the reader sees after opening the envelope.
Another envelope that is used in direct mail (though not as often as the above formats) is the #9-1/2 – 9 x 12 inches. These large-format envelopes are often designed to look “official.”
[Ed. Note: If you have a question or comment for Kristin, please send it to:
insidefreelancedesign@awaionline.com, Attn: Kristin Schwarz.]
EXTRA! EXTRA! News and Job Opportunities
- GRAPHIC DESIGNERS – Over 125 ads are currently posted on DirectResponseJobs.com by marketers looking to hire AWAI Graphic Design and Copywriting students. Search and apply today at: http://www.directresponsejobs.com/
- CREATIVE GRAPHIC DESIGNER – Nexus Direct, a direct marketing agency, needs a creative graphic designer to join their team. You must pride yourself on attention to detail, be prepared to take the initiative on projects, and have strong knowledge of the Adobe design suite. Send your resume, design samples, and salary requirements to employment@nexusdirect.com
- GRAPHIC DESIGNER – Dale Carnegie Training, a leader in business training and consulting, has an opening for an energetic, experienced full-time graphic designer. You'll be working on a variety of projects, both in print and on the web. You'll need to know html, Photoshop, Illustrator, Quark, InDesign, and Acrobat. Flash and Dreamweaver wouldn't hurt. Degreed candidates will be give preference. Send your resume to Angelina Poljak at angelina_poljak@dale-carnegie.com.
- GRAPHIC DESIGNER – Beeline Group, an ad agency with some heavy hitting clients, needs a talented, graphic designer. You must be creative and able to look at projects in a variety of ways. You'll work on a number of projects, often at the same time. You'll create designs for marketing materials and merchandising programs. You must be able to work on your own or with a team. Illustrator, Quark and Photoshop are required. Send your resume and salary history to HR12@beelinegroup.com.
- GRAPHIC DESIGNER – NDI Solutions – Agora Publishing.
Experienced direct mail designer needed for small, but flourishing direct-to-consumer marketing team. Must be familiar with print production, typography, and publication-type formats. Catalog design/layout and product labeling a plus. Must be able to work independently while being open to editing and feedback. Everything from mundane production to new brand label designs. 2-color to 4-color process. Candidate must be extremely organized, self-motivated, detail-oriented and able to handle multiple projects with competing deadlines quickly. Strong working knowledge of QuarkXpress, Adobe Photoshop, Illustrator, Imageready and Acrobat and basic HTML a plus. Proficient in Microsoft Office. 5 years min. exp. If you're interested contact Karen Reddel at kreddel@ndisolutions.net.
COMING NEXT ISSUE:
- How to Turn Out More Projects, Faster, and Always Meet Deadlines by Kammy Thurman
- Quick Tip: Using Shadows to Make Your Design Stand Out
* ABOUT INSIDE FREELANCE DESIGN *
Inside Freelance Design is a FREE bi-weekly newsletter from American Writers & Artists Inc., available to AWAI members and friends.
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