Marketing Yourself (When No One Else Will)
Written by David Charney
Posted: August 3, 2007 (1 year ago) | 0 comments
If you do great work and nobody knows it, nobody is going to hire you - at least it is rare anyone will because they simply don’t know you exist. I see a lot of designers spending time only on their portfolios and then sitting back and waiting, then being frustrated that they can’t find a job. Your portfolio is only part of the presentation of yourself, and it is not just about finding a job, it is about enhancing your career. Understanding how to network and connect to those around you and your ability to market your skills is the key to marketing yourself and obtaining your goals (which I hope you have defined). You don’t have to put on a suit and become Mr. Business to get where you are going, but be professional about it and enjoy the experience.
Know your Audience
People are busy. They have jobs, they have families, they have hobbies, they have mail to read and bills to pay. If they don’t know you and your skills exist, there is a good chance they won’t go looking. When they do know of your existence, you need to sell yourself and your skills quickly. You need to be a product worth investing in and a salesperson to seal the deal.
Elements of a Self Marketing Strategy
There are many elements that go into a successful self marketing strategy and these elements can vary based on your goals. You often have to create something from nothing and it might seem a little messy at first. Keep developing your strategy and your presentation and everything will smooth out as you go. By spending just a little time thinking about each element and writing down your plan, you will be making billions (trillions?) in no time!
1. Knowing your Goals, Skills, and Audience
I might start sounding like a broken record (remember those?) but know what your goals are. Are you looking for a specific job? What do you want to end up doing? What do you need financially? Know your short, mid, and long term goals. They will define all other elements and your overall direction. Second, understand your skills. Your skills define what you bring to your audience. If you are buying a new computer program or you go and watch a movie, you do it for a reason, because it satisfies a need. Understand the needs that your skills can fulfill and base your marketing strategy on this. Be honest and don’t tell someone you can do something you cannot. Finally, know your audience. If you are trying to get a job from a CEO you may need an angle based on how much money you will bring them. If you try and get a job from a Creative Director, you may need a stronger design and quality angle.
2. Presenting Yourself - Getting the Professional Edge
Like it or not, we live in a world that likes to judge a book by its cover. When you are out marketing and selling yourself to the masses you will have little time to make your mark. The way you dress, your hair style, your glasses, your notepad, your teeth, even your grammar will define who your audience thinks you are. Appearance does not stop at just your look. Your website (many times the front door to your potential career opportunities) needs to look professional and promote you and your skills. Like any company marketing their product, make sure you have a quality website, portfolio, and business cards. Brand yourself. Even your email signature should express quality while providing an easy way to reach you. Be creative about your brand and people will pay attention.
3. Networking
Networking is one of the best ways you can market yourself and let your audience know you exist. Jump on the web and look for networking events, conferences, and forums that your audience or others with your skills might be mingling. Then go to the event (This is a big step many people skip). Be ready to answer questions and don’t be afraid to start a conversation. Use the opportunity to ask about other networking events or potential people you can be referred too. Remember that you are your own sales person, so try and find a way to relate what you can do to what they might need. Make sure you remember to get and give business cards and take it upon yourself to follow up with a call or email to everyone you meet. Didn’t have enough time to talk to everyone? Many networking event websites provide the names and contact info to those who attend as well as speakers and the heads of the event. The more places you hit the better. Keep your eyes and ears open. Make friends. Find jobs.
4. Speaking the Speak
When talking to anyone about who you are and what you provide, be ready to answer a few simple questions such as “What do you do?” or “How does that make money?”. I hear these and many other simple questions a lot and if you can’t answer them fluidly you may lose out. Prepare an elevator speech and practice answering questions about you and what you bring to the table. Don’t sound rehearsed. Depending on the individual, you may need to adjust your answers. Be ready to and be able to give custom explanations on the fly. Use key words such as reusable, scaleable, updateable, money saving, quality, interactive, digital, customer based, training, marketing, etc. Practice, practice, practice, and you will become a natural in no time.
5. Your Portfolio
Your portfolio is the presentation of your skills, your ideas, and your ability to solve the problems your potential employer is trying to solve. Put only your best work in your portfolio. Keep it updated and be ready to adjust your content to different audiences. Remember that usability and quality count big, so spend some time on yours. Focus your portfolio on your skills and what you want to do. You don’t necessarily need to fill your portfolio with your best 3D if your intention is a web design job. You might even have a few graphics that just need a littttttle update to be portfolio worthy. Invest a little time and soon you will have even more quality work to add. Need portfolio ideas? Look online for other designers’ portfolios and let what you see stem ideas.
6. Closing the Deals
Don’t expect deals to land in your lap or get signed by themselves. It may take a little bit of pushing to get what you want. Move the deal along by saying “Would you mind if I put together a proposal based on our ideas?” or “How about I send you a quick quote and if it sounds good we can move develop next steps”… and don’t forget to get everything in writing. Get proposals signed.
7. Move Forward, Not Backward
As time moves forward you will start to see areas of your marketing plan to adjust. You and your skills are a living entity, therefore making your marketing plan a living entity. Keep watch over it and spend the time to make the adjustments necessary. Finally, once you find what you are looking for there is no reason to stop marketing yourself. Keep adjusting, keep networking, and keep selling. It will become easier and more fun.
