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| Introduction | ix | |
| 1 | Finding Your Mission and Marketing Message | 1 |
| A Word about Business: Purpose, Mission, Vision, and Values | ||
| Write Your Marketing Message | ||
| Don't Be Too Specialized | ||
| 2 | Finding Clients | 13 |
| New Business Development | ||
| Resources for Targeting New Clients | ||
| Other Places to Look for Leads | ||
| So What Kind of Client Do You Really Want to Talk to? | ||
| New Development Case Study | ||
| Are You Ready for a Marketing Assistant? | ||
| 3 | Setting up Client Databases | 23 |
| How to Set Up Your Database | ||
| Client Profile Record Form | ||
| Gathering Data | ||
| Client Registration Forms and Spam | ||
| Active versus Inactive Client Records | ||
| Companies That Develop Databases | ||
| 4 | Sales Strategy | 33 |
| Help Me Help You! | ||
| Steps to Selling | ||
| Qualify: Who Hires? | ||
| Approach: Getting the Appointment or Information | ||
| Present: Your Work | ||
| Follow-up: That Gets the Work | ||
| Working with a Rep | ||
| 5 | Effective Promotion Materials | 49 |
| Primary Promotional Material | ||
| Secondary Promotional Material | ||
| Case Studies from Creative Professionals | ||
| 6 | Portfolio Presentations | 71 |
| What Clients Look For | ||
| Portfolio Formats | ||
| What You Show | ||
| How You Show It | ||
| Traditional Portfolios | ||
| Electronic Portfolios | ||
| 7 | Pricing and Negotiating | 81 |
| Pricing Rules of the Road | ||
| Negotiating Your Price | ||
| Considerations to Negotiate | ||
| Packaging Your Price | ||
| The Contract | ||
| The Cover Letter | ||
| Samples of Your Work | ||
| Add Credibility | ||
| Pricing Case Studies and Stories | ||
| 8 | Time and Stress Management | 99 |
| Finding More Time | ||
| Dealing With Stress on Projects | ||
| Case Studies and Success Stories | ||
| 9 | Keeping Clients Coming Back for More | 113 |
| The Deadline | ||
| The Specific Need | ||
| The Approvals | ||
| Handling Conflict | ||
| 10 | Why Networking Works | 121 |
| Networking Domains | ||
| Client Associations | ||
| Community Associations | ||
| Peer Associations | ||
| Experience with Professional Associations | ||
| 11 | When is Advertising the Right Tool? | 127 |
| Style-based Marketing Message | ||
| Industry-based Marketing Message | ||
| Advertising Your Creative Services | ||
| Submitting Free Listings | ||
| Planning Display Advertising | ||
| Designing Your Advertising Campaign | ||
| Advertising Image Selection Criteria | ||
| 12 | Public Relations Strategy | 139 |
| Publicity Media Mailing List | ||
| Enter Competitions for Creative Awards | ||
| Get Interviewed | ||
| Do Something Newsworthy | ||
| Press Releases: How to Get the News Out | ||
| The Experts Reflect on Publicity | ||
| 13 | Direct Marketing: Marketing with a Personal Touch | 159 |
| Planning Direct Marketing | ||
| Design Criteria | ||
| Third-party Proof | ||
| Repetition, Recognition, Response | ||
| Plan The Work and Work The Plan | ||
| Getting More Responses | ||
| The Client's Perspective | ||
| Ground Mail List | ||
| E-mail List | ||
| 14 | Marketing with Your Web Site | 177 |
| Simple with Big Impact | ||
| The Importance of Getting Found | ||
| Getting Your Site to Act Fast | ||
| Clients Love Choices | ||
| Content Is King | ||
| The Call to Action | ||
| It's Still About Relationships | ||
| Bringing in the Data | ||
| Special Tips for Illustrators | ||
| Special Tips for Graphic Designers | ||
| 15 | Writing Your Marketing Plan | 191 |
| Reflections from a Client | ||
| Use All the Tools | ||
| Sample Marketing Plan for Design | ||
| Sample Marketing Plan for Illustration | ||
| Index | 203 |
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
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Add Graphic Designer's and Illustrator's Guide to Marketing and Self-Promotion, Veteran marketing and promotion expert Maria Piscopo has crafted an in-depth guide to the latest trends, technologies, and business secrets for designers and illustrators. The book provides step-by-step instructions for long-term success on such topics, Graphic Designer's and Illustrator's Guide to Marketing and Self-Promotion to the inventory that you are selling on WonderClubX
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Add Graphic Designer's and Illustrator's Guide to Marketing and Self-Promotion, Veteran marketing and promotion expert Maria Piscopo has crafted an in-depth guide to the latest trends, technologies, and business secrets for designers and illustrators. The book provides step-by-step instructions for long-term success on such topics, Graphic Designer's and Illustrator's Guide to Marketing and Self-Promotion to your collection on WonderClub |