Issue #38
November 16, 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:
  • How to Get What You Really Want With Your Portfolio, by Mike Klassen
  • Quick Tip: An Easy, Fast … and Safe … Way to Send Large Files
  • The IFD Mailbag (Special Bootcamp Edition)
  • EXTRA! EXTRA! News and Job Opportunities
Using Your Portfolio to Make the Strongest Impression Possible
By Mike Klassen

One of my long-term design goals is to land more magalog assignments. So I decided to create a 16-page self-promotional magalog to hand out to Job Fair vendors at Bootcamp. After all, what could say more about my desire to create magalogs than to put my own portfolio into that style?

I wanted my portfolio to contain different styles of work, not just pieces from magalogs I had done. I reasoned that with about 30 or so marketers, you never know what type of designer they might need.

My portfolio magalog included samples from past magalogs I'd done. It also included 3D book cover designs, before/after techniques, and some things that might look nice in general purpose magazine ads.

In other words, I wanted at least one sample in my portfolio that would be of interest to just about any potential client.

But … at the Job Fair, one marketer who thumbed through my portfolio said something like, “So you mainly do 'image' pieces.”

Image pieces are Madison Avenue style ads. They're not trying to make a direct, instant sale. Instead, they're trying to build up a brand's name and “image” (so you think of it when the time comes to make a purchase).

Uh oh! That's not what I wanted to get across. This vendor wasn't looking for “image” designers … and I don't consider myself to be one.

The experience drove home an important lesson for me … and I hope for you.

There was a part of me that was afraid to lose out on any type of job available at the Job Fair, so I played it safe. What I should have done was focus on the design areas I like and excel in. I should have pushed those preferred areas so it left no doubt as to the type of work I wanted to get.

When you're starting out, it's natural to want to include a variety of styles in your portfolio and to cast a wide net to find clients. And sometimes, if you don't have enough samples in one area of design (like magalog work), you feel you have no option but to include a little of this and a little of that.

But when you're approaching direct marketers, it's important to realize that they're interested almost exclusively in one style of design: the type you're learning in the Graphic Design Success program.

So if you don't have an extensive portfolio of “real world” jobs, make one up. And do it in the areas you feel most comfortable in and/or you are truly interested in. Be honest when you present it, and tell potential clients that you reworked packages you've gotten in the mail (or off the Web). But if you show them good, strong DM design, they won't care.

This was my third Bootcamp and my third Job Fair. Each year, I've learned a valuable lesson that seemed to correspond with my level of development at the time.

For my first Bootcamp in 2004, I had barely finished the program and had few samples … and no samples of paid work. What I learned that year was that my skill level was not where it needed to be to land a lot of jobs. (I did land one great job from a spec assignment, but that's a story for another day.) Instead of being depressed about it, I was thrilled to clearly understand what I had to do to get to the paid-assignment level.

In 2005, I learned that not every marketer has a table for you to get more information. You need to talk to people who are wandering around the Job Fair. I landed a client that way (a client that has led to continuing work) because I just happened to be introduced to a company representative who just happened to be there watching the activity. Lesson: Your design jobs won't always come from the obvious places.

And in 2006 ... well, I already told you the main thing I learned this year.

Something I talked about with several first-time Bootcamp attendees this year was that you often don't know what area you want to work in (magalogs, logos, etc.) when you're brand-new. But if you stick with graphic design, you'll soon find areas that are a natural fit for you. Once you do, zero in on them with pinpoint accuracy. You may think you're giving up chances to do other work, but you're not. You'll still land other jobs. But you'll also start attracting more and more of the jobs you really want.

[Ed. Note: When you signup for AWAI's Bootcamp-in-your-home Package you get access to our virtual Job Fair, including all of the spec assignments and important industry information you can't get anywhere else. You'll even see the presenters first hand explain their product and the direction the design should take. Click here http://www.awaionline.com/graphicsbootcamp/]

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Get the answers to the hundreds of questions and
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http://www.thedesignerslife.com/getanswers/

QUICK TIP: An Easy, Fast … and Safe … Way to Send Large Files
By Will Newman

Sending huge files to clients is a normal part of being a graphic designer. And if you have accepted one of the Bootcamp Job Fair Challenges, you'll probably need to send one very soon.

The problem, though, is that many Internet Service Providers block large files … so potential clients might not receive what you send. And if they do, you run the risk of tying up the clients' email for a long time with your huge file – even if they have high-speed Internet access.

The solution is to send your file to what's known as an FTP site. Once the file is on the FTP site, your client can go online and download it at his convenience … without tying up his email.

YouSendIt.com is a free (for files up to 100 MB) resource for this. If you need to send larger files, you can subscribe to the service for as little as $4.99 per month.

Uploading files is easy. Once your file is uploaded to the YouSendIt.com site, they send your recipient an email (which you can customize) telling him you have uploaded the file for him to download.

Visit YouSendIt.com to view their various plans and learn how this great resource can solve a vexing problem for you … while making you look more professional to your clients.

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FROM THE IFD MAILBAG…
by Kristin Schwarz

Hi All,

We're back from our 2006 Graphic Design Bootcamp, which was a huge success!

During one Bootcamp session, we came across a question that several of our attendees had – and we thought the answer would be of interest to all our IFD readers.

Question: “Where can I find out about outer envelope sizes and postal regulations for envelope carriers and reply cards.”

Answer: The Post Office website www.usps.com contains a great deal of valuable information for people involved in direct mail. Under www.usps.com/directmail, for example, you will find free reports and templates that will help you with envelope sizes and standards, as well as positioning windows and barcodes.

You will also find valuable reports on the USPS site about planning a DM campaign, and a handy tool that enables you to calculate its probable costs and ROI (Return on Investment).

Another excellent resource – one that belongs on every designer's bookshelf – is Forms, Folds, and Sizes: All the Details Graphic Designers Need to Know but Can Never Find, by Poppy Evans. This comprehensive book includes information on copywriter marks, a typography reference, USPS standards, printing and finishing options, CMYK swatches, barcode standards, folds for brochures and self-mailers, an extensive glossary of print and mail terms, and much, much more.

That's it for now. But before I sign off...

Congratulations to Cassandra Hooter, the winner of our Bootcamp Spec Challenge, for her redesign of the digest cover!

And congratulations to Estelle Harman, who got her first paid assignment during the Job Fair!

Have a creative and productive couple of weeks,

Kristin

[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
  • WEB GRAPHIC DESIGNER - ContextWeb, a contextual advertising company, needs a graphic designer to develop creative, interactive designs for real-time, online advertising efforts. You must be experienced with web applications and designing for the web. Send your resume and work samples to Amar Gautam at agautam@contextweb.com.
  • GRAPHIC DESIGNER - The Logo Loft, a company focused on developing company identity and logos for their clients, seeks a graphic designer. You'll design logos, brochures, and more for a wide variety of clients. Send your resume and work samples to Stephanie@thelogoloft.com.
  • EXPERIENCED GRAPHIC DESIGNER - The Ohio Society of CPAs wishes to find a graphic designer to join their marketing team. You work on a number of projects for the group's marketing and communication efforts. You must be an experienced designer, preferable with some agency work in your background. Send your resume and work samples to ggrant@ohio-cpa.com.
COMING NEXT ISSUE:
  • A Special Design Secret Straight From Bootcamp
  • Quick Tip: Maneuvering the Professional Printing Maze
* 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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