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What’s Next For Your Micro-Business
How To Sell Your Creative Work To Big Clients
Graphic artists, Web designers, writers and other freelance creative professionals dream of landing a big gig with a top-tier client.
But to make that dream come true, you’ve got to showcase more than a compelling portfolio. You’ve also got to prove that your creative work provides value to the client.
Unfortunately, many creative professionals are missing the mark with their portfolios according to a survey conducted this year by The Creative Group, a specialized staffing service.
The survey included responses from 125 advertising executives with the nation’s 1,000 largest advertising agencies and 125 senior marketing executives with the nation’s 1,000 largest companies.
Thirty-eight percent of survey respondents said that they’re bothered most by portfolios that fail to demonstrate the business value each piece provides. Lack of organization was the second most common complaint, cited by 31 percent of respondents.
Other portfolio peeves mentioned in the survey:
Too many samples, 13 percent Too few samples, 7 percent Samples that aren’t clearly labeled, 3 percent
What You Can Do
The Creative Group offers the following tips for developing an impressive portfolio.
Your portfolio should capture the essence of your talent – the skills and style that make your projects unique. The approach you choose should complement your body of work; your resume and business card also should match your style. Showcase work samples that demonstrate how you delivered positive results for clients. For example, did a piece generate sales, increase Web traffic or win competitions? Note these achievements in your portfolio and be prepared to expand on them when you meet with clients. Remember that less is more. You’re only as good as your weakest piece, so be selective in the items you showcase. Executives surveyed by The Creative Group expect to see 10 to 12 samples on average. Tailor your portfolio to the organization. Before meeting with a client, research the company thoroughly to assess its particular needs and decide which samples might best address them. Also, ask the prospective client about the format of the portfolio review process and how long you will be given to present your work. Arrange items with care. The method of organization you use will depend on the client you’re meeting with, your area of specialization and your experience. Large companies often prefer portfolios containing samples targeted to their industry; others may want to view your work by media specialty. Open and close with a bang. Your first piece should be your best sample. End on a high note by making your last item your second-strongest sample
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(Posted August 2006) |
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