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Marketing Your Skillz
daniel schutzsmith @schutzsmith on twitter
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Presentation Slides & Worksheets:
http://fitc.graphicdefine.org
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Who Are You?
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Freelancer?
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Work in a Studio?
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Studio Owner?
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Student?
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Other Design Professional?
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Why Marketing?
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• attract the clients & talent you want
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• attract the clients & talent you want
• shape your image
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• attract the clients & talent you want
• shape your image• create a following of ambassadors
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Where Do We Start?
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• define your mantra
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• define your mantra• know what your real product is
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• define your mantra• know what your real product is
• target clients
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• define your mantra• know what your real product is
• target clients• make a plan
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Define Your Mantra
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A short, descriptive sentence that sums up what your company is all about.
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“Can your secretary tell you what it is? If so, then you’re onto something meaningful and memorable. If not, then it sucks!” - Guy Kawasaki
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“Don’t be evil”- Google
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“Peace of mind”- Federal Express
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“Authentic Athletic Performance”- Nike
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WORKSHEET:Define Your
Mantra
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What’s Your Real Product?
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Hint: It is not your skills!
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It is: The thought response that you give clients.
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Humor
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Peace of Mind
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Attention to Detail
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Target Clients
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Define who your clients are first,
and then go get’em.
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• list the industries you like
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• list the industries you like
• define ideal traits
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• list the industries you like
• define ideal traits• make a targeted list
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WORKSHEET:Client Wish List
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Make a Plan
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WORKSHEET:Marketing Plan
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1) What is your objective for this plan? Be specific and use dates.
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2) Who is your target audience? What industries are they in?
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2) Who is your target audience? What industries are they in?
Client Wishlist
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3) What is the message you want to convey to this market about how you can help them?
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3) What is the message you want to convey to this market about how you can help them?
Mantra & Product
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4) Which marketing tools will you use? What are clients reading and watching; where are they going?
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5) I can spend ____________ per week and $___________ per month.
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6) Make an action plan of steps over a period of time. Put it on your calendar!
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Marketing Tools
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Leave Behinds
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Blog
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Give Away Your Secrets
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Blog
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Build a Web App
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Give Away Your Work
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Start a Conversation
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Make Friends With Journalists
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Write an Article
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Help a Reporter Out
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Use Press Releases
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Use Social Networking
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SocialNetwork Profiles
Implementing the Personality
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Show the Personalities
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Start an E-zine
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Track the Conversation
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Tips for Success
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Focus on the Message
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Encourage Participation
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Provide Useful Content
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Remove the Bullshit
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No Sales Speak
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Stay Consistent
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Listen to Feedback
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Be Humble
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Have Fun
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Presentation Slides & Worksheets:
http://fitc.graphicdefine.org