Issue #40
December 14, 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:
  • Keeping Your Client Happy by Keeping Mailing Costs Down
  • Quick Tip: A Warning for Laptop Users
  • The IFD Mailbag
  • EXTRA! EXTRA! News and Job Opportunities
How to Keep Your Client Happy by Reducing Mailing Costs
By Kristen Schwarz

The main secret of strong direct-mail design is this: It is not about creativity and winning awards. It is about making sales … and making them as cost effectively as possible.

With our Graphic Design Success program, you're learning the specific secrets of designing for direct-mail success. But there'll be times when clients or copywriters decide they want to be a little “different,” and suggest designs that you know are going to be expensive to mail.

When you have a copywriter or client who leans in that direction, remind them of the increased costs of the type of mailing they're talking about. They'll probably have some sense of the cost of materials. But in all likelihood, they won't be aware of the hidden cost of increased mailing fees.

How Much Are We Talking About?

Bulk mailing costs increase any time the U.S. Postal Service's automated equipment cannot handle your mail. This happens for a variety of reasons – for example, when you use nonstandard-sized envelopes, print addresses in fonts that cannot be scanned easily, or use colored carriers that are difficult to read.

If the package you're designing (or that the client wants you to design) can't be handled by machine, the surcharge is an additional 13 cents per piece for first-class (.042 for non-profit mailings) and .058 cents per piece for presorted letters (.021 cents for non-profits). These charges could easily add up to thousands of dollars more than your client expected.

A Valuable Resource to Save You Time and Your Client Money

The USPS provides a valuable resource you can use to determine these hidden mailing costs in advance. Armed with this knowledge, you can help your client choose a cost-effective – rather than a cost-prohibitive – design.

The resource I'm talking about are MDAs (Mailpiece Design Analysts) – postal employees who are specially trained to answer questions about mailpiece design. There are 160 of them in the United States.

To contact an MDA – or to learn more about all the Postal Service resources available to you as a designer – go to the Postal Explorer website at http://pe.usps.gov/. Then click on the Mailpiece Design link on the left in the postal blue index section. The Mail Design Analyst link is near the bottom of the page that will open. Use this link to locate the MDA responsible for your ZIP code area.

MDAs are available for:

  • Testing paper and mailpiece samples for acceptable thickness, background color, flexibility, rigidity, and barcode print tolerances.
  • Assigning unique ZIP+4 codes for Business Reply Mail (BRM).
  • Providing camera-ready artwork for the proper Facing Identification Marks (FIM) and barcodes for Business Reply Mail (BRM) and Courtesy Reply Mail (CRM).
  • Reviewing artwork prior to printing.
  • Reviewing and approving vendor-prepared “privately printed” forms for USPS special services.
  • Analyzing Optical Character Reader (OCR) readability and the automation compatibility of prospective or actual mailpieces.

Staying Out of Trouble Before You Start

The USPS has a number of free publications to assist you in the design of DM packages on the Business Mail 101 section of its website (www.usps.com/businessmail101/). Be sure to go to the Resources link in the postal blue index on the left. The publications on that page will be invaluable to you – especially Publication 25: Designing Letter and Reply Mail, which will tell you everything you need to know about how to get the best possible postage rates. And all the resources on this site are free.

Postage rates are almost certainly going to continue to climb. (In fact, in 2007, first-class postage will probably increase from 39 cents to 41 cents.) There's nothing your DM clients can do about that fact of life except figure those higher costs into their budgets. But they don't have to pay unnecessary additional postal charges – and that's where you can make yourself invaluable to them.

Take the time to understand and learn how to avoid those surcharges. You'll save money for your clients, and their mail will arrive at their destinations intact and without delay.

* * * * * * * * Highly Recommended * * * * * * * *

Leave Your Competition Choking on Your Dust!

Everything you need to land new clients fast. How to work with
clients effectively... keep them loyal decades into the future…
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http://www.thedesignerslife.com/ultimateguide/

QUICK TIP: Quick Tip Warning to Laptop Users
By Will Newman

I recently read a news story about the increase in laptop computer thefts in public places (especially coffee shops) in San Francisco. I'm sure this is happening in other places as well.

The thieves often (though not always) work in pairs. One of them causes a slight distraction near the laptop user, just enough to get his attention for a couple of seconds. When the victim's head is turned, the second person grabs the laptop and is out the door before anybody knows what's happening.

Some perpetrators don't bother with a confederate. They simply grab and run. Most of the victims are sitting near a doorway, a convenient getaway route.

The police give the following advice about using laptops in public:

  • Permanently attach a conspicuous identification tag to your laptop. Thieves steal laptops for resale, so an ID tag makes your laptop less attractive.
  • Be aware of your surroundings at all times.
  • When in a public place, do not sit near the door.
  • If you have to turn your attention away from your work, close the laptop and put it in your lap.
  • Use a laptop security cable. Attach it to your chair – or, if that's not possible, to a table leg.
  • Never leave your laptop alone – even if it's secured with a cable.
  • Realize that a crowded place is often less secure than one with fewer people. There are more distractions, and the perpetrators are less obvious.
  • Carry your laptop in an inconspicuous case.

One last thing. For more information, go to www.securityfocus.com/infocus/1186/.

* * * * * * * * Advertisement * * * * * * * *

How to Avoid Expensive Graphic Design Software Mistakes

You already know:

  • You need it to produce top quality, top paying work.
  • Once you open it, you can't get your money back.

But do you know the 8 questions you should ask BEFORE you buy?
Find out: http://www.thedesignerslife.com/buyingsoftware/

FROM THE IFD MAILBAG…
by Kristin Schwarz

We've got two good questions in the Mailbag this week – one about recreating a client's logo, and one about spec assignments that may be on your mind ...

Dear Kristin,

I'm working on a very simple - page sales letter that I feel confident I can design for my client. The only thing I am not sure how to handle is the following. The client wants me to create a letterhead with their logo, but the only logo they can give me is a low-resolution version from their website, since the original artwork is lost. I cannot really use this version for printing. Any advice on how I should proceed?

Thank you for your help.

William

Dear William,

Your first step should be to educate your client about the importance of their logo. The logo reflects the company's identity. Your client should keep various versions of it (hardcopy and electronic for both Web and print use) together with the specs on what colors and fonts to use.

If they do not have a printable version of their logo, tell them that you can recreate it for them ... for an additional fee. Or suggest that you create a brand-new logo for them. Perhaps they are ready for an image overhaul, which would mean additional business in your pocket.

[Ed. Note: Master designer Peleg Top has created logos for many famous clients, including the logo for the Grammy Awards. During our 2006 Graphics Bootcamp, Peleg shared his expertise with our members. To find out more, go to www.awaionline.com/graphicsbootcamp/]

Hi Kristin,

I wanted to thank you SO MUCH for everything you did to help me plan for Bootcamp, and for everything you did for me while I was there. I really enjoyed myself, and met a lot of great people – copywriters & clients I had worked with before, but had never met in person, as well as new copywriters, designers & potential clients.

Which leads me to my question ...

A potential client from the Job Fair contacted me about redesigning the cover of a magalog ... as a spec assignment.

My understanding is that a spec assignment is done for the client at no charge so they can see what I can do. Is that correct? Can the client then go ahead and use my spec assignment design without paying for it? Or is it fair for me to do the spec assignment with the understanding that if they use it they will be charged for it?

I have done work for this client before, so I want to make sure they aren't trying to use my design for free. I just wasn't sure what the etiquette is on spec assignments ... and I want to make sure I am doing the right thing with the client.

Jennifer

Hi Jennifer,

It was good to meet you at Bootcamp. I am glad you made many contacts, and I hope they will develop into lots of great business for you.

A spec assignment is one that, if the client likes your design and uses it, you get paid. They should not use it without paying you. That's why you should never submit print-ready files, just low-res PDFs.

Keep in mind that you can submit several designs in draft form. That way, the client gets to see several possibilities – and you don't have to worry that they will use your finished design without your knowledge. Plus, you won't spend too much time on a finished design when you don't yet know if you have the job.

Submit a few suggestions for the magalog cover, and tell the client that if they like any of the drafts you will go ahead and finish them up (for pay, of course). When you are starting out, working on spec assignments is an excellent way to practice your skills, build your portfolio, and get some new clients. But you never want to put yourself in a position where you can be taken advantage of.

Important: It is not too late for any of our members to take a shot at the Graphics Bootcamp spec assignments. Find out more at www.awaionline.com/graphicsbootcamp/

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
  • 2 FREELANCE OPPORTUNITIES – Business WordSmiths Inc. is looking for a design freelancer to design clean and adaptable Web templates for their clients. Templates should be Web 2.0 compliant, and have interactive features (such as polls and user comments). Business WordSmiths Inc. is also looking for a book cover design. Send your work samples to sid@businesswordsmiths.com
  • GRAPHIC WEB DESIGNER – Wireless Xcessories Group needs a graphic designer with programming skills. You must know Quark, Photoshop, Illustrator, Acrobat, and Office. The best candidate will thrive in a fast-paced environment. Online marketing skills, digital photography know-how, and past Web design work will all give you an advantage. Send your resume and recent work samples to Michelle Schwartz at dkenkerdine@wirexgroup.com.
  • GRAPHIC DESIGNER – A leading German manufacturer in Duluth, Georgia seeks a graphic designer to create internal and external marketing materials. You'll work on catalogs, branding materials, product support materials, and more. Send your resume and a link to your portfolio to Maja Jankov at maja.jankov@usa.duravit.com.
  • GRAPHIC DESIGNER – The Triad Group, an established marketing agency in Irvine, California, needs a dedicated graphic designer to join their team. You must be devoted to satisfying your clients and knowledgeable in all aspects of design. Send your resume, salary requirements, and 3 to 5 work samples (pdfs or jpgs) to IWillStandOut@triadusa.com.
COMING NEXT ISSUE:
  • How to Create a “High Class” Image
  • Quick Tip: Instant Networking
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