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