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Seeing The Negative In Everything: Charles Goslin

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While I loved my art school teachers, they were all very different. There were some who taught technique. They were masters at drawing, design and type and their tips and tricks were valuable to a successful career, but some of my favorite teachers were the ones who taught creative thinking.

I recently reconnected with a teacher from my first class in art school. He was at the top of the field and I took his class more to meet him and hope I would cozy up enough to him so I could work for him. He was young, cool and, without a doubt, the leader in his field of design. He was world class. At the end of the semester, he gave me a new magazine he was art directing and signed, “it was a pleasure having you in my class and watching you totally miss the point.�

He was right. It took me years to put aside my pre-conceived notions on creative thought and understand what he was trying to place into my thick head. I had several teachers like that and I have thanked them for what they taught me and their patience and maturity in allowing me to be foolish on my journey to become a successful creative. They are happy for me and another lesson they have taught me, many years later, is to be patient with students to whom I speak and mentor. “The circle,� as Darth Vader exclaimed to Obiwan Kenobi, “is complete. Now I am the master.�

“Only the master of evil,� some other teachers might add!

There are teachers who are gone, too long for me to thank them. It’s a bad feeling that they had hope for me and may have lived to see me on my way, but they deserved a “thank you.�

Sometimes we learn from people in front of us and sometimes we learn from examples of those we don’t personally know. I can only pass on examples of the late Charles Goslin. Charles was the master of negative space. While others saw the glass as half full, Charles saw the glass as full – we just couldn’t see the air that filled the other half.

The Man, the Myth, the Legend

Charles Laforest Goslin (February 23, 1932 – May 16, 2007) was an American graphic designer and professor of graphic design and illustration at Pratt Institute in Brooklyn, New York (1966–2007). He also taught at the School of Visual Arts (SVA) in New York City (1975–1985). Charles was educated at the Rhode Island School of Design (RISD) graduating in 1954. For most of his career, he worked as a one-person studio out of his home in Park Slope, Brooklyn (not far from my apartment), favoring independence over “filtering my work through another artist.” He was also a popular professor known for his candid criticism and unique assignments.

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His clients included IBM, Price Waterhouse, Pfizer Inc., Merck & Co., and Harper & Row. His work has been published in Graphis, Idea, Print, CA Art Direction, Step-by-Step, and Dictionary of Graphic Images. He has won numerous awards and recognition from the Society of Illustrators, AIGA and Art Directors Club. He was also awarded the Distinguished Teacher Award 2003–04 at Pratt Institute. His work is in the collections of several museums. A pretty impressive résumé!

His work was genius. I still look at his logos and am amazed at the simplicity and brilliance. You’ve seen them, too but now you can put the name with the work.

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When you look at Charles’ work the first thing you might think is, “that’s so simple… why didn’t I think of that?�

You didn’t think of it because it’s so simple it’s almost impossible. It’s not seeing the plugs in Ed’s Electric… because those are easy… it was seeing the “E� that lent itself to the design and the message. In all of these examples, it was the ability Charles had to see what WASN’T there… but to SEE it there. I wish I could explain it but I just don’t have the mind that Charles had. It’s like idiot savants who can multiply huge numbers instantly in their head. Charles, a normal, intelligent and humble man, just had the gift.

My peers consider me a master at type design, yet I am humbled by Charles’ ability to see type as objects and part of the message. Again, they are simple yet brilliant.

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Charles was able to see the big message in small things. He was one of those people who would walk the street and see things in everyday objects. We see horses and dragons in clouds and stains on a napkin. Goslin saw design solutions.

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As a professor, Goslin taught graphic design and illustration by assigning news clippings with real but unusual stories. The student would interpret the story or problem through a round of sketches, then produce the final work in the assigned medium (which sometimes would be left to the student. Charles stressed the importance of exploring different ways to communicate including media like performance art or video.) He never repeated an article or story and wrote “about a thousand projects.” He used news clippings because it was something he would enjoy himself. “I liked things that are specific… to work on myself… and the best place to find them was any newspaper.”

Occasionally, Goslin would “write a ringer” and assign the clipping unbeknownst to his students, including one example about the Roman Coliseum becoming Rome’s first shopping mall.

He has inspired literally thousands of designers.There’s one from the New York Times about an automotive product called “Nuance� which gives interiors that “new car smell:� Design an advertisement for this pump spray invention. Or the article in the Daily News about an animal chiropractor—what would the brochure’s cover for this odd practice look like? The student’s job is to sketch, conceptualize and interpret, but above all, the student must communicate.

He playfully likened himself to a simple shoe cobbler — as close as possible to his work. “To get down into it, to push things around with my hands, crafting a design; that’s what I like best.â€�

“I felt the same way the day before I got the award as I did the day after. And I shouldn’t feel any different. Otherwise, it’s a conceit trip. But it is nice. When I make an image of my own, it’s very concrete. It’s there. I can see it. I can enjoy it. But when I teach, it’s very abstract, so for someone to pat you on the head and say, ‘You’re alright, cousin. You’re not bad.’ That’s very nice. That’s concrete.” —Charles Goslin, May 2003

(rb)


When You Freelance, How Do You Know You’ve Been Fired?

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It’s easy to figure out you’ve been fired from a staff position. Either your boss or a human resources person has told you to your face, you are met at your desk and walked out, or security guards drag you out, one on each arm and leg. The hints are fairly obvious. When you freelance, it takes time to realize you have been fired and will no longer be working for that client. More often than not, there are no signs.

Weeks turn into months and months turn into a year. Depending on how often you do work for that client, the realization that something is wrong can come quickly. Makes me yearn for the good ol’ method of the security guards on each limb!

The First Hint

If you are doing regular updates and trouble shooting for a client’s web site, the news will travel fast. Suddenly the monthly calls will stop. Naturally, being a businessperson, you will contact the client and ask if they need you to do the regular work you have been providing. Don’t expect a straight answer. Most people don’t like confrontation or being the bearer of bad news. Stay calm! If the client says, “we’ve been busy and will let you know,� that may be all there is to it. If you provide monthly work and you haven’t heard from them in three months, there may be a problem.

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What Might Have Happened?

When you realize something is not quite right, the best action is to ask. Ask the client if there’s a problem and how can you solve it together. More often than not, budgets have gotten cut and you’re the one service they’ve let go. If this is the case, are you able to offer your service for less? Can you negotiate a lower fee for a period of time to save the client? Will the client pay you back for the discount when things get better?

Try approaching it this way; remind the client that you’ve had a long and pleasant working relationship and your service isn’t just to support their web and graphic needs, but to serve the needs of the company and its growth (if they were a start-up that begged a discount in return for “future work,� remind them very gently). By switching to a cheaper and often inferior service provider, they risk losing their consumers, web presence and operating revenue. In the long run, it will take more money and effort to repair that loss.

Tell them you understand things are rough and you would rather stick with them through the hard times rather than abandoning them (this will show them you consider yourself a good partner).

Perhaps there is a new contact person and they want to use people they know. This is a hard one to overcome. You need to convince them that no one will know that company more than you and the risks are very great, not only to the company but to their new position and you would rather build on your past relationship and strengthen their position.

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Usually people will be foolish enough to ignore this logic and will screw up everything. Fight the temptation to curse them out and threaten you will go to their competition and crush them like insects under your iron boot. Wish them luck and tell them you will be happy to offer any help they may need in the transition. If you know their supervisor, send them a note thanking them and also offering whatever help is needed in the transition.

Don’t push for the supervisor to negate the new person’s power or you will make an enemy. You may keep the client but it will become an uncomfortable situation you will not enjoy. Know when to cut your loses and run. Keep both people on your contact list with the same regular contact you give other clients and prospects. The new contact person may indeed not last long and you will give their supervisor a way to contact you to come back into the fold.

How Do You Approach The Client?

Whatever happens, stay calm and professional. You may not be able to save your position. You may not even get a response to emails or phone messages. Keep trying…for a while. After several attempts to reach the client, back off and check in once a month with a friendly, “hope you are well� and “we are here when you need us.�

Don’t rack your brain wondering what happened if they won’t tell you. There could be many reasons. Don’t take it personally. It is usually tied to finances and people don’t like to admit to money trouble. Be there for their future needs but don’t crowd them!

If you do regular mailings or e-marketing, just leave that client on the list and drop them a private message on special occasions. Refrain from crying or begging. I reserve that for the second year they have not contacted me!

Damage Control

We are known by the last job we did. If you screwed up and passed off something you knew was substandard, then you deserve to be fired. I had a boss who said, “it’s better to beg forgiveness then ignore a mistake that is made.�

He was always apologizing. It is, however, true and there were even times I was in the right but had to take the fall for a client contact who screwed up. In the long run, while it’s an ego bruise, it keeps the client.

Would you rather lose a client or admit a mistake? Pride has no place in business. It’s never personal. Apologize; return the fee for that job, work night and day to fix the problem.

Sometimes it was nothing you did and you are taking the fall for someone else. Back off and continue to do great work for other clients. Eventually the internal screw-up will be gone and someone else will notice your work and figure it out.

Never, ever get angry! People move from company to company and if you do great work, they will take you with them. The aforementioned passage about a new person at your client can work for you if YOU are the one replacing the regular vendor. Stings when you are being replaced but it sure feels good when you replace someone else. What a world!

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Sometimes You Have To Say “Goodbye!�

You have to be ready to let go. It hurts unless the client is a maniac. When you need money, you tend to put up with a lot. I had a regular client who I truly hated but they paid and I needed to pay the rent and eat. When the art director, who I had shown several layout techniques that her editor loved, thought she could do it with other freelancers, I had to accept I was done.

The weekly assignments were a considerable amount of money and the thought of losing that income hurt, as did the ungrateful art director who I had elevated in the eyes of her supervisor. But I also noticed that I stopped throwing up before the weekly meetings with her. The headaches and involuntary twitches also disappeared. Sometimes money doesn’t pay for the little things and endless psychological problems.

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In the freelance business, clients come and go for many reasons. If you don’t expect this as part of doing business, you need to learn it. I’ve fired clients, as the trouble is more than the money earned. A client who insists on a flat fee and creates weeks more work, lowering the fee to $1.78 and hour has to be corrected or dumped. If there is a lack of respect, there is no relationship. Makes it easy to say, “goodbye!�

Why You Should Expect It Will Eventually Happen To You

I’ve known too many people who hold on to several regular clients and never seek new clients. The math is simple — lose one client and you suddenly can’t make a living. It takes a long time to cultivate a new client and certainly a regular client.

Singular freelancers can only take on so much. Finding new clients creates an increased workload and that forces business growth. If you can’t handle it, then find someone you trust to subcontract. If you lose a client, you can always stop subcontracting. The big studios always started the same way. Eventually you will need to subcontract more and more.

If you are just in business to do all the work yourself, then you need a plan for those times when one of your regular clients stops giving you work. For many reasons, it will happen. Nothing is permanent.

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If you don’t wish to expand your business into creating an actual studio (I’ve known people who expand within their own home studios with one or two part-time people), think in terms of a virtual studio and farming work out to others. Always understand that clients will come and go and plan ahead.

What Does The Future Hold?

When I was laid off from a long-time job from which I was convinced I would eventually retire, I knew other corporations were doing the same. The pool of freelancers was being used for fill in work and that seemed to be a good substitute for a full-time position. As time went on, companies started piling the extra work on their remaining staff members, straining them to the breaking point, but the economy kept people in their positions and doing the work. For freelancers, this left few options for work. Crowdsourcing may be considered a viable option to companies and smaller firms at this moment in time but it’s a solution that cannot continue for many obvious reasons.

I love my regular clients! They haven’t had too much work off lately but I know they are not screwing me nor are they displeased with my work. Some are not happy I have been forced to accept work with competitors but I have to live. One must keep pushing forward and always remember, although we do what we love, it’s a business and never personal. Treat it like a business and not a personal affront from a lover you can’t live without.

(ik)


Are Male and Female Designers Designed Differently?

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After as far as we have come in equality of the sexes, it is still almost impossible to work with men/women. They are so strange and just don’t do things the way they should be done. They are moody, grumpy, too familiar, emotional, threatening and just plain men/women! Add the popular notion that all humans have these odd traits when interacting with other humans and you have the makings of a sexual harassment training video.

From the moment you step into a corporation, or really any office these days, you will be required to watch a sexual harassment video and answer a few questions to prove you understand saying “good morning� to a coworker of the opposite sex can be considered “threatening.�

Male-Female Office Interactions

Depending on where your HR department finds the video, the quality varies. The first video I was required to watch was transferred from a super 8 movie with “actors� who probably worked for the film company. HR frowns upon new hires laughing in hysterics while watching the video. That’s why I preferred the e-mailed link to the newer videos and a multiple-choice quiz at the end. Suddenly these videos have touched upon real-life office situations.

The last one I viewed was also a cast of familiar characters and sure enough, the “offended employee� was also the worst kind of person any office can have. In the video, she was offended at a conversation between a male and female coworker she overheard while poking her head above her cubicle. In another scene, she is offended at a gathering of employees across the room, telling jokes.

“Some of those jokes MIGHT offend the coworker,� states the video. I think the coworker is offended that others in the office might not elect her homecoming queen and therefore they must all suffer a Carrie-like prom-of-death end. HR will give this person more credence than the other 99 employees who love to stand around and tell jokes. Because of one unstable personality, who cannot fit into the flow of society, everybody will be brought down to lowest level to even the playing field. That’s always an engaging situation.

Are we such a difficult race of beings that we cannot work well with the genders that include our mothers and fathers, sisters and brothers, sons and daughters? Yes!

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Men ARE from Mars and Women ARE from Venus!

Even with that, we are in the same solar system, while black holes, super novas, hurtling meteors and twinkling radiation tears at the rest of our galaxy. Do we really need to fight amongst ourselves? Let me rephrase that – can we understand the very things that are different about men and women and come to a middle ground that allows us to work together in a nurturing and understanding way? No. Tthe key word in harassment is “unwanted� advances.

*Did you know that HR rules allow to ask out a co-worker on a date once? If they refuse, you can never ask again. If they say yes, you might be “polishing desks� later. I gather even in the strictest corporation, men and women do fall in love with each other.

That is all due to our biological imperative. Under our clothes, we are animal inhabitants of this planet, and no different than other species when it comes to mating, although I don’t know of any other mating mammal that orders the lobster and two appetizers for dinner and then announces they “just want to be friends!â€�

But in the workplace, we all have our roles and responsibilities and must work in conjunction as a team of people. Not men, not women – co-workers.

So, It’s Not Just Me

I met a friend for lunch today to cheer him up and relay some stories that would make his dismissal from his current position a bit more hopeful. He is a VERY sharp creative director with an eye towards the future and pushing the envelope. He is hardworking and a no nonsense guy. He was doomed from the start. We sat down at a nice, family-owned Mexican restaurant and he started to relay the problems he faced.

“I just rubbed some of the people who have been there so long the wrong way.� He is very humble and I knew the entire reason needed to be pulled out of him.

“Some people found you curt or you didn’t involve them enough in decisions?� I asked, having worked with him and seeing the internal politics just enough to see the red flags. “They were women, right?�

He looked a bit stunned but it was the distance between Mars and Venus that was the problem. It was not a question of power, misogyny, racism or any other isms as much as it was inclusion and recognition. Nobody wants to spend the prom standing in the rain, looking longingly through the window.

I relayed stories of a female manager who would call people into her office and trump up something so they would break down and cry and then she would comfort them and tell them everything was all right. Sick! She tried with me a couple of times but I would argue her points until they were transparent. I think when I left her office, SHE would cry. Men do this, too. So we share a cruel streak but I doubt that’s a mutual building block.

What this manager was doing was caring for people. She didn’t see what she was doing as cruel. She was filling people with emotion, dropping them down and picking them up so she would be seen as the confidant and nurturing boss. She was just mental about it!

My friend and I traded more stories and started coming down hard on some female coworkers. I had also been totally destroyed by a female manager. She made it her business to see me gone. It was a sharp contrast to the beginning years of our work together. She assigned me special projects and applauded me for my future climb up the corporate ladder. Then it all changed in what seemed to be a day.

“She was in love with you,� said a female friend, to whom I related the same story while we had a lunch far enough from the office to not be seen. I was dumbfounded except for the jokes around the office about how she was in love with me.

“When did it change?� she asked.

“She overheard me talking about a woman I liked in another department but that she had put on a lot of weight and my manager went off on how she knew what I ‘really thought’ and was a “typical man� and that’s when I started noticing being moved to the D list.�

My friend, who is one of the sweetest and most intelligent people I know, kept eating her salad and started to explain it to me. “She replaced the intensity of her love for you with hate.�

She kept eating and smiling as if it happens every day. Apparently it does and what was so easy for a woman to see, I wouldn’t notice if you tied it to a brick and smashed it over my head. I’m a man. I don’t think that way. My male friend who had met the same fate didn’t spot it as my female friend did. Men aren’t wired the same way women are. Do I even have to mention that?

To me, my manager shouldn’t have formed an emotional bond with one of her subordinates. Yes, it happens but it’s not right…unless both parties show the same interest. To hold me accountable for choosing another woman and broaching the forbidden subject of female weight gain, which was overheard by her, just doesn’t strike me as fair. It didn’t until I read a book I laughed off as another charlatan attempt to make money off those too poor to afford good therapy.

Getting back to my male friend who had just lost his job to what he saw as fickleness and spite, I brought up this book that changed my way of understanding workflow in a male/female work culture. A book by John Gray,Ph.D., the Mars and Venus series author, “Mars and Venus in the Workplace: A Practical Guide for Improving Communication and Getting Results at Work.�

Can Any Book Really Have The Answers?

I never went for personal growth books but the title enticed me as I have always worked in a female-heavy industry and it was free. I wondered why some decisions were made that seemed to really please female coworkers but left me with my head spinning.

The book dove right in by separating how the genders approach a project.

There are the usual gender-bashing viral jokes about men and women floating around the web (my former manager/�future bride� sent me quite a few, which I still have…for evidence). We laugh and acknowledge that we have differences that make communications and proper toilet seat positions impossible at times.

The author took great pains to detail what men think/ women think, men say/what women hear and vice versa. Naturally, in the truth that comedy is, the jokes in cyber space were based on truisms. In it self that’s funny!

On a Seinfeld episode, the men talk about one of them getting a “Wedgie� (when the underwear is pulled up in the back by the waistband). The woman in the room asks why men torture each other and the men shrug it off as “guy stuff.� The men ask the woman if girls gave each other wedgies and she replies, “we just tease a girl about one of her body parts until she develops an eating disorder.� That was written by Carol Leifer…a female comedian.

As men, we are brought up with a team mentality. Most men differ to the team captain, play our parts, jockey a bit on territoriality and go from point A to point B with blinders on to all else, including any emotions people might have about their roles in the project. There’s no crying in baseball and if you do, General Patton slaps you silly.

Women, who celebrate the ability to have emotions and feelings, which was only discovered in the male animal in 1978 by Alan Alda, will approach a project not by dividing territories and making the plan for the shortest route from A to B, but by breaking down any barriers to someone feeling left out.

To some, this is the evil, mutant love child of men and women and it’s called “design-by-committee.� Men want to call the plays and women want to be involved and dissect the project to feel it.

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To others, although vastly different in thinking and process, the mix could create a product or add or web site that would have broad appeal. Not that it seems to work 99% of the time. There is groundbreaking work being done and the teams are men and women together. So why doesn’t it happen more often? Why, if a man asks a woman, “what’s wrong?� and she replies, “nothing!� shouldn’t we think nothing is wrong? Because the woman has told us something is wrong. It’s just in a foreign language to men.

I’ve always worked in female-heavy offices, sometimes being the only man, or straight man and I never had any problems but while reading this book, my heart sank when I thought back to incidents that weren’t bad – they were uncomfortable, and it was because I was saying something that was not translating well.

The frightening thing is that men and women say things without any animosity but it can crush the other person. One example from the book spotlighted that a man will say “Ke$ha, we’re having a meeting tomorrow on the project. Have all of your designs together by 9AM.�

What the woman hears is, “I don’t care about your schedule, so I set up a meeting without consulting you or anyone else and I am threatening you to have everything together by a certain time I have also decided upon without anyone’s input!�

According to the author, the male coworker should first address the female coworker’s schedule (and that of the entire team) to work out a convenient time by offering a few time options, which involves her in the process. Then he should inquire as to her progress on the work she needs to provide, asking how he can help if she is behind schedule.

I’m sure this will be the hot point for the comments section at the end of this article. Keep reading — there’s more.

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There are plenty of suggestions for women on how to communicate best with men. Reading the passages and suggestions can be daunting. It’s easy for each gender to communicate among themselves but to speak to the other gender takes speaking a foreign language like a native…but you will never be one.

The creative field was probably the first profession to be integrated with the addition of women. Even in old photos of animation studios there is a woman or two among the small staff. Figures cartoonists would be able to do it first…they speak yet another foreign language.

Comments on the book show that there is a basic misunderstanding between men and women in the workplace. A gentleman with an MBA wrote;

The biggest thing missing from my MBA education was learning how to interact with other people. Business is nothing if we can’t communicate effectively and regularly. This book explains in clear terms how men can understand women and communicate effectively. We men can’t talk to women the way we do with other men. We are very different. By following Dr. Gray’s guidelines, men can learn how to earn the trust and respect of female co-workers. We can learn easy ways to speak the woman’s language and understand her perceptions. The most fascinating aspect is the description of women’s emotions, what they mean, and positive responses men can use to increase productivity and create a pleasant workplace. Working in harmony is the only way to go.

I should think that this book is especially helpful to women, as they are basically working in a world that has been designed and run by men. As Dr. Gray says, a woman’s challenge in the workplace is greater than a man’s. While the books and research of Gail Evans and Dr. Deborah Tannen and others have described gender differences, this book by Dr. Gray sheds light on many aspects of workplace problems and offers solutions that are easy, respectful, effective, and even fun.

Chances are this man is working in a heavily male dominated business. Woe is the female who enters and struggle to keep a professional environment and treatment.

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The creative field is different and I have found myself in many female dominated offices. Are they aware of what males endure in the flipped roles? A man replied;

I am the only man who works in management of 34 female managers. I could not be successful without the help of this book. I learned how not to insult my co-workers and bosses. I really think with men and women working together so much more these days that it’s important to understand the differences, and there are differences between the sexes. This book has helped me very much, and I think it will help either sex equally!

I wish he had talked about how HE was treated or insulted. I have actually found female bosses and coworkers to be kind and nurturing and enjoy it when you gab about your life and feelings and all that emotional hooey. Sure, English women enjoy a rousing whoop about Manchester United and French women love a good Grand Prix but try discussing baseball or curling to American women and you’ve lost them. So learn to talk about your feelings when you are surrounded by women and endure the occasional male bash or “Hunks of Smashing Magazine calendar pictures” (I’m February so no one has to look at me for more than 28 days).

A lady added her experience;

I enjoy research and stats but this was real life in action. When reading the scenarios you immediately recall a situation of which you have experienced and it’s almost like problem solving along the way. These ideas are good for everyone.

Of course neither planet is right or wrong, a great combination is best. Since reading this book, I have developed more “Martian” characteristics, but I will never give up my collaborating “Venusian” style. I have mixed both styles and I think this has made me a better communicator in the workplace.

In the business world if you know each other’s planet you are at an advantage. There can be so many misinterpretations if you don’t understand the other planet. Knowing more about Mars has made me happier at home and more confident at work.

This book will help you understand the differences in men and women when it comes to problem solving. Women chat about it and men want to be alone. In the business world, it is important to think about. Unfortunately, some male managers can see chatting as a sign of weakness. This sounds really discriminating, but it can be true in certain situations, particularly at meetings. And when it comes time for reviews and appraisals women often don’t credit themselves for ideas as a man would.

I have read many pop culture self-help books and this book really made me self evaluate my Venusian ways and I definitely need to develop more `Martian style’ to balance out my sometimes too over powerful `Venusian style’. But as the book states-it’s not about changing you, but just to better your understanding of how men and women behave and communicate.

Another woman replied;

Should be called “For Women: How to kiss up to men, pretend their mistakes are okay, their forgotten duties are okay, never correct him, and allow them to take no responsibility in the workplace, even the men that can’t remember your name”

Perhaps as long as he notices you when you are looking particularly good and gives you a non-sexual compliment it’s okay, eh? (from the book)

This book takes the idea of equality back about 200 years, but in a smarter more devious way.

Just Read The Book!

There are pages and pages in the book on interactions of all sorts and handy observations for working with the other gender. It doesn’t cover what gay and lesbian coworkers may feel on office interactions. As with gender difference, culturalisms and economic upbringing, many of us hold to individualisms that separate us even from our own “group� in which we identify ourselves. Simply just compassion and respect are not enough. A deeper understanding, hence sexual harassment training, has become an important part of the workplace and life in general in a global economy.

A global economy means not only learning how to best deal with the other gender, but with other genders throughout the world and I would be lying if I didn’t say that different cultures have different ideas on how men/women should be treated in the workplace…if both genders are allowed to work together. Althought respect, compassion and kindness go a long way in any human interaction, surely everyone has to have noticed it’s in short supply in business these days and people are suffering “compassion burnout� as workloads and pressure increase.

A gentleman in Hong Kong wrote;

The point the author drills into the readers mind is: Men are quick to arrive at solutions whenever a woman approaches him with a problem, not knowing that this is her way of including him in her world and a way of leading up to her solution. It states, half a dozen times throughout the book, that women share their emotions with men in the workplace not as a way of putting blame or soliciting advice, but rather a way to make an emotional connection. Men, on the other hand, view this as a sign of weakness and a waste of time. The author terms men as Mr. Fix It because men seem to always quickly offer a solution not fully hearing out what a woman has to say. Believe it or not, that was the single most important takeaway of the whole book. Each chapter repeats a variation of this lesson.

Is a Female Boss Better Than a Male Boss?

Firstly, anyone who comments that a male boss doesn’t cross the line with sexual harassment and bullying female employees is either sense impaired or lying. Male bosses love having power over others and they exercise it as often as possible. So do female bosses. Having given two weeks notice to a small firm where the female boss was abusing me on a daily basis (right after attending a conference with her and declining just using one room), the very next day I was called into her office where one of the nice female partners fired me while my almost-lover, stood smiling with her arms crossed. I said, “okay but don’t you want me to train my replacement?�

“You can go!� said my love-muffin boss as she laughed.

Not just fired but destroyed in her eyes. I got six months of unemployment because, despite my two-week notice, I was fired within that time. My replacement at that firm saw to it my unemployment benefits lasted longer than the firm stayed in business. Men just fire me and try to make it sound as if it’s nobody’s fault, like when I asked a boss about his name being on an award for work I had done.

A woman added to this reality;

A lot of people get their jobs in management because they kissed the right asses. Me, I went to work one day and was told, “here your now the boss of a 40 person team make it work” I’ve been in said position for 5 years now and my team is over 200 and productivity went up 63%. My previous boss was a man and nearly sank the company with his inability to manage even his own personal life.

Womenswork Backstab in Are Male and Female Designers Designed Differently?Image: ©Niki Blaker

So, Can We Get Together and Make Wonderful, Bright Project Babies?

If I had to draw a conclusion from the book and comments the problem is, it is a different language but business is not combat. Emotions and compassion is not a bad thing and having a boss who shows caring and understanding makes for a healthy work environment. I’ve seen it from men and women – with humor and genuine feelings. I’ve also had male and female bosses who would make Stalin look like tickle-me Elmo.

At the same time, it’s not a “tea party� or “club� atmosphere. It’s hard enough to encourage ethics and employee engagement these days. Why create an even more difficult situation?

I imagine it all comes down to respect and understanding. We don’t get enough of it out on the streets, so why would we see it in the workplace? Because we deserve it? Of course we do! Who in their right mind would believe an abusive office is a happy or productive office? Well, Stalin, but that didn’t work out too well for everyone.

Humans! Sometimes I think our ability to understand others is from Uranus!

(ik)


Take The Initiative and Create Your Own Projects

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During my last job with a large corporation, people started to get laid off. Many fellow creatives came to me, as they had no idea what they would do if they were let go. I had come to that small city from New York and my experience was varied and impressive to those who started their careers with this company. Their parents had hoped for their own children to work there and eventually retire in the same homey place. They were anchored in this town that held no other industries. Like layoffs in a town that has a steel mill, there weren’t many options to those looking for work.

“You’re creative,â€� I would tell people before my turn came in the next to last round of layoffs (which is some comfort). “You can do so many things that are creative. If you get pushed out the door, make your own projects!” Then advise them where to go and spend the rest of the day creating a book, or painting a series for a gallery show, or create postcards, greeting cards, dolls and websites. This was usually followed by the persons to whom I was speaking to, to ask about something they obviously wanted to explore; leading to a discussion, usually joined by others as well, on how to achieve it. The dividing line is how badly does one want it?

[Offtopic: by the way, did you already get your copy of the Smashing Book?]

Take The Initiative!

Tailor in Take The Initiative and Create Your Own Projects

Tailor (A) gives creative (B) a snappy new “power suit�, SO irresistible that the client (C) hugs the suit (D) causing it to hit paddle (E), smashing expensive vase (G) and wasting a perfectly goof head of cabbage (I). Further destruction reigns havoc (K – P), dousing all competitors with a toxic chemical (Q). Illustration by Rube Goldberg.

I’m a big believer in self-propelled initiatives. It’s how I make a living. Writing for Smashing Magazine is an initiative. Everything is done before Smashing ever sees it. Authors have to come up with the idea, research it for presentation, get the approval and then write it and submit it. It’s initiative. As with what you may perceive as easy to pitch an article, most initiatives are simple!

All of my career I’ve had people come to me to relay that they have written a book and need a cover or images for the inside so they can send it to a publisher. I tell them they don’t need all that. Just send in the manuscript with a self-addressed-stamped-envelope (many publishers have digital submissions on their sites) and the publisher will choose cover designers and illustrators themselves.

Some people smile at the realization that their dreams were an easy step closer. Some didn’t believe me and insisted I design something for them (and draw, because I’m an “artsy-type!â€�). I look over the pages and tell them it’s an idea that shouldn’t be “set aside lightly”. They smile and then I tell them it should be “thrown with great force” (with apologies to Dorothy Parker). Some people want it to be done for them. Maybe it’s the prompting of a contest or a “might-as-well-take-itâ€� project.

Would you rather be working on a low-paying project that is screwing you up at every turn or invest in yourself with the time put towards your dream project? It’s not hard coming up with an idea and creating the images, code or what-have-you. The difficult part is making yourself do it and then selling it and that’s where most people fail.

One of my recent favorite self-initiative stories was about an injured creative with time on his hands and a need for income. Dave is a designer at the Iconfactory and responsible for the ultimate Twitter icon Ollie the Twitterrific bird; he had broke his foot while playing soccer over the Fourth of July. That meant that the poor guy was relegated to staying off his feet at home. Rather than wallow in self-pity, he decided to use the opportunity to keep himself from going completely Rear Window and offer up his design skills to the large Web community — and successfully so!

Self-initiative is not easy for most people. Working for someone else provides a regular paycheck, security, after a fashion, and someone telling you what to do. No self-motivational projects needed. As one person commented on a past article on crowdsourcing,

“I recently participated in the LG “Design the Futureâ€� contest (yeah, I didn’t win)… but rarely do I get the chance to design a cell phone like product… it was a great exercise in creativity and it really let me flex my muscle… and they had some substantial cash prices (first prize was $20,000)… I feel like competitions like that are great for the industry. The rules were pretty relaxed and it really let people go hog wild and show off what they can do. Too often you’re forced to roll with the clients vision. It’s great to have a contest that let’s you be you.”

As I was arguing the pros and cons of crowdsourcing in that article, I just had to reply for his edification:

“I understand your point, but let me play devil’s advocate and explore another option. So you submitted something you really enjoyed designing and it stretched your creativity. You loved your final submission. You didn’t win and the client, I assume, owns it anyway. What if you had designed it but not submitted it and then sought out companies that might purchase the rights to the design? You would have taken a cue to create your own initiative and owned the product rights.”

Was the prize worth giving away all rights to the winner? What would the client have paid a design firm or freelancer to do the work? I’m guessing that the prize cost was considerably less than the one that would have run the company. So, who was the real winner? Which avenue held a better chance for him? The odds of him winning the contest and giving up the idea anyway without winning, or the odds of him being able to sell the design on the open market, or  maybe not, but owning it to try again? I can’t say.

Persistence in selling the idea and protecting it can be daunting. Even though, sometimes even an e-mail comes back right away that says, “I love it!â€�… and a check eventually arrives. (Note: you shouldn’t participate in such speculative design work as a professional in the first place and here is why — Smashing Editorial)

What Will Get You Started?

Tidalwave in Take The Initiative and Create Your Own Projects

A tidal wave of ideas or bills (A) will motivate another creative nearby to foolishly open an umbrella (E) in a lame attempt to hold back the flood, causing what looks like a giant earring (H) to fall and pull the hammer (J) so it strikes a piece of metal (K), waking up the baby (L) who must be rocked to sleep (N) by a trained and poorly-paid dog (M), causing the attached backscratcher (O) to tear at your flesh until you decide it’s better to get off your rear and do something. Illustration by Rube Goldberg.

Your idea. Your dream. No one will do it for you. Even if you have to work at something non-creative — use the money to live, but make your dream the priority. Crappy job gets in the way of your dream? Find another crappy job! They’re everywhere and except for the slaughterhouse idea, they won’t drain your creativity. Have the idea? Now set your plan. Just like your previous boss who had always made projects go around and around, it’s finally time to make your own plan, knowing it will work better, and make it happen!

First, research who your customer is. Using Web sources or going to stores are the best way to find out some helpful examples of consumer habits (yes, marketing people never leave the office, they rely too much on figures supplied to them). See what people are buying and talk to them. I used to go to stores that carried products made by the company for which I worked for, and watched what people bought or didn’t and asked them why.

I would smile as I approached them, excuse myself and explain what I was working on and gathered their opinions. This is probably why my products sometimes sold very well. Know your consumer base!

Also, figure out costs and how you will cover them. You may need a loan or investors. What website and functionality will you need? Packaging, having stock, shipping, advertising, taxes? Is your dream project for you to start a business or do you want someone else to produce it? If you are producing it yourself, you can get a business loan, but you are about to take many, many risks. Get legal and financial advice next. It’s well worth the money and will give you the final tally of whether or not this will be your dream or nightmare.

If you are creating something to pitch to a company for their purchase or licensing a property (certain photos for calendars and cards, for instance), there are a similar but different set of rules.

Start with the idea and marketing, create a style guide and/or presentation. A friend of mine wanted to publish a graphic novel for a pitch for a property she was trying to sell but couldn’t afford upfront fees for an artist and writer and printer, so I told her to use a WordPress blog to post her promotional material that she already had and that would give her a great presentation — the easy way.

Research which company you think would want to take on the project. Again, go online or to a store and look around. Want to really impress potential clients? Ask the store’s permission to set everything up; take videos of shoppers and their answers. What better way to produce proof of a need and then give clients the means to fulfill it!? Let your imagination run wild! As with the man who was so excited by the contest he entered, stretch yourself creatively.

Found the perfect prospect? Do your research and find the people you need to reach. There are many business networking sites. Search the company and find people and their titles. Get addresses and phone numbers. Call the receptionist and ask her/him who is the head of marketing or if they have an R & D contact person. If they don’t know, ask to speak to the secretary of the VP of marketing. Maybe she/he can get you closer. Also, use your network. Do any of your contacts know someone you are trying to reach?

Sounds difficult? It isn’t really; just keep in mind that it takes a lot of persistence, patience, as well as a good sense of humor. Once you lost one of those, you won’t make it.

A Non-Disclosure Agreement Is Standard

Feeding in Take The Initiative and Create Your Own Projects

While feeding yourself (A), the spoon pulls the string (B), flipping a piece of drilled iron into the head of a parrot (E), who is knocked unconscious and knocks it’s beak into a bowl (G) which spills parrot food into a bucket (H) that sets of fireworks (K) inside your house with a razor sharp sickle (L) attached to it, cutting the string (M) and forcing you to remember the paperwork to enforce your rights by smacking you in the face with a contract repeatedly! Illustration by Rube Goldberg.

It’s standard to either have your own Non-Disclosure Agreement or pick up a copy of Tad Crawford’s book on contracts and forms. Bigger companies will insist on using their own. Bigger corporations, to their own detriment, usually have no access point for outside ideas. They are afraid your idea may be something they are working on and they will be sued down the line. Middle-sized companies will just tell you they happen to be working on the same idea. Document your contacts and submissions well.

I was recently told over a dozen product designs would not be used. I later heard the products were available in every catalog world-wide. Did they think my price would go up if I found out how well the work did? You bet it will! Keep your expectations high (expect the middle to low high) when negotiating. A recent question came in from an artist in Mexico who ran across a sleazy representative in the United States who was basically ripping her off for one of her licensed characters. She had jumped at the chance because it was her first time working in a licensing arrangement. I hope she followed my advice.

As with any business transaction… think! Anyone who rushes your decision is up to something. Do your research and see what you find.

Bless The Web And All Who Surf It!

Extended in Take The Initiative and Create Your Own Projects

Extended and dangerous hook (A) catches old fashion sign (B), causing electrical shorts that start a fire and the boot to swing back, kicking the football (C) over the goal post (D) and into a colander (E) which tips the watering can (G) to soak the creative’s back, pants and shoes, which will lead to misunderstandings and new nicknames. The string (I) pulls open the cage (J) allowing the bird (K) to go to eat the worm (M), as the bird had been starved in retaliation for all the Twitter fails, causing the shade to be pulled down (N), which reminds the creative to mail that proposal in his pocket. Using theiWeb only takes half the steps. Illustration by Rube Goldberg.

The Web holds a billion of possibilities. As I mentioned about my friend who built a blog, rather then going through the costs of print, you can hardly lose with a great idea and the ability to bring it to life on the Web. With e-commerce made so easy, how can you not have a site that sells something? At least most of the people I know have a Cafepress or Zazzle “shop�.

When I first started with web design, back in the days when processors ran on mud and sticks… and fire, which was new, I put up sites for my infamous chili recipe, one for each of my kids, a site for toy collectors, and it went on. Why? The Web was young and there were probably only 73 sites live and forty of them were mine!

Use your down time. Partner with friends and split the rewards. Ever hear of a group of social outcasts who got together and created something called “The Onion?� No? I haven’t either, but I do hear good things and that they crawled their way up to be, I believe, the number one humor site in the world. It must have started with an idea and someone’s dream.

(ik) (vf)


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Breaking Down Doors: Promoting Yourself To Dream Clients

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There’s a saying that the School of Visual Arts in New York City once used in its ads: “To be good is not enough when you dream of being great.� We all have dream clients that we would like to add to our portfolio, but either we don’t know how to reach them or have no idea how to even start. Promotion is not a big subject at art school, and I know way too many creatives who stare at the phone and wonder why it’s not ringing.

There are many ways to promote yourself, and as with any product, you have to target your audience as efficiently and as cost-effectively as possible. Let’s go over some problems and solutions.

[By the way, did you know we have a free Email Newsletter? Subscribe now and get fresh short tips and tricks in your inbox!]

Seek Out More Work Than You Can Handle

If you want people to know you and consider you a valuable contact, then you must promote yourself. If you look at your career as a business, then as with any business, you must promote it.

What is your brand? Let’s not confuse a logo with a brand. Your logo is the visual “name� by which people identify you—your brand is how people remember you as a business. Is your brand personal? Fun? Wicked? Sweet? Choose wisely because you could be married to your brand forever and ever. Use peers and non-creatives as a sounding board. I had a brand that creatives thought was cool but clients just didn’t get (which I’ll write about in another therapeutic article).

Prepare your brand for all digital and social networks before hitting people with promotions. Essentials these days are a website or blog, Twitter, LinkedIn, Google Apps (if that’s your thing), business cards, stationary and envelopes—your business “front� as it were. Don’t scrimp, and inkjet print your own cards. If you can’t afford what you would spend in an afternoon at the pub for good business cards, then you might want to get a pony and dedicate the rest of your days to riding it.

Rainbow in Breaking Down Doors: Promoting Yourself To Dream Clients
“Welcome to Rainbow Pony World! Nowhere near Earth!”

Identify Top 100 People To Work With

You could crawl from small job to small job and make a fine career out of it… if riding ponies is your thing. But you dream of a certain caliber of work, so why not go after it?

Write a list of 100 people or companies you would like to work with. You might want to put a few people at one of those companies on your distribution list. How do you find those people? Start by researching the company. Go on LinkedIn and gather the titles of those people. If there’s not enough there, click on their profiles to see who they’re connected to, or use the “Also viewed� feature to stalk—er, hunt down the names you need. Use Google or a website such as Hoovers to get addresses and more information about the company.

Your city might have a book that list local companies, which could offer valuable information, as might the business section of your local paper. You have to hunt down names, network, steal, ask stray kids if their mom or dad works with designers, and take advantage of family connections (while still refusing to design that idea of your uncle’s that he’s been pushing at family dinners for years).

Don’t forget your own network. Your friends and fellow art school alumni are becoming art directors, creative directors and creative managers, and being on good terms and staying in touch with them is important.

At this point, I hope you’re at least keeping all of your contact information in a spreadsheet, because it can be uploaded to a variety of contact managers.

Get a good contact manager. Many programs are on the market, and even some native computer software will give you good contact management. Track how many times and when you have contacted someone, what they said, if you got work, if you got a referral, etc. When dealing with a client, you should be able to recall how you met, when you spoke and so on, so that they feel a bond, rather than feel like a target.

Some people prefer ACT as their contact manager. It’s good, but the comments following this article will no doubt suggest more management-oriented programs (after berating my negative comments about pony-riding).

Ready, Set… What Next?

What are you selling? What contact information do you have for your top 100? What promotional material can you send them? Are you ready for a follow-up if you do speak to someone? Are you ready for me to stop asking questions and get to it already?

Alien in Breaking Down Doors: Promoting Yourself To Dream Clients
“The Wright Brothers could never have flown if not for the drive and spirit of innovation among aliens.” (by Speider Schneider)

Even if you have print promotional material, there must be a digital component—something you can attach to an email or link to. Some people think you must have a website, and some think the WordPress platform is best… like, say, Smashing Magazine. Whatever the platform, you should have one. And please get a proper domain so that you’re not advertising rainbowponyrider.wordpress.com; rainbowponyrider.com is so much nicer!

Also, avoid email@yahoo.com for your email address. While many single-person businesses use Yahoo, Gmail, Hotmail and (snicker) CompuServe, don’t be one of them. For a few dollars, you could have a professional email address with your domain name, like name@yourbusiness.com.

Have you accumulated a ton of email addresses? Here’s a fun fact from years of working in a business that depended on communications marketing statistics: only 15% of emails are opened. If you use a mass opt-out email service such as Constant Contact to reach prospects, your costs will go up as your ROI goes down even before hitting “Send.� Still, it can be effective for multiple mailings during a one-month period, which is the membership period of such services.

Sending a link gives the recipient a chore. In addition to everything else they have to do, they must now go through the super-human motion of clicking on your link and waiting for your website to load. As sad as that sounds, this is now the world we know.

Snail mail. Believe it or not, what’s old is new again. People use to rely on source books and mailings for promotion. In the digital age, mail has gotten lighter. Another frightening figure from the marketing statistics folks: 98% of all greeting cards are actually opened (the 2% is for envelopes with printed labels and metered postage). This approach will run you between 50¢ and $1.50 USD per card when all is said and done. You also have to do it every month, but no more than twice a month, or else it’s legally stalking, and your prospects will see it that way. But people love getting cards! I’m constantly told that my cards are up on bulletin boards at companies across the globe. Well worth the money, I say.

Some online printers deliver a good product, leaving you to stuff, address and stamp the envelopes. I use an on-demand printer that comes with a contact manager and allows me to create campaigns and then do bulk mailings using my handwriting font and signature and auto-name-insertion. A few clicks and my 100 cards go off within 24 hours, leaving me with plenty of pony-riding time. Oops!

Rock in Breaking Down Doors: Promoting Yourself To Dream Clients
“I send postcards from vacation spots. What fun for a prospective client!” (by Speider Schneider)

Print-on-demand websites are intuitive, and you can upload images for full-bleed jobs, if you so desire. The fonts on these websites are limited, and you cannot control kerning or leading. Best to create everything in Photoshop and upload it that way.

Advertising And PR… For Free

Blog. An audience that looks to you for information and entertainment makes for good prospects. Write about your design passion. A past article of mine drew a comment from a young man who was upset about the lack of understanding between a designer and developer. There’s a blog right there. With a good writing style or by linking to stories on the subject, this person could develop a great promotional tool and really serve his passion for development and respect for its practitioners.

You could turn trends, type, design, fun, foible or whatever you really love can into a really strong promotional channel.

Volunteer. Personally, I’ve long been fed up with volunteering, but you should give it a try because it does build character… along with anxiety issues (but that’s another story). Try a local art organization or art project. Getting out there helps you meet the people you need to be meeting. I know I’m being hard on volunteering, but I’ve put in more than my fair share of time. Your turn.

Write for something like that “Smooshing Magazine� everyone’s been talking about. Even the local paper needs articles on the design of the new town hall or coverage of the next art event. Get your name out there.

Advertising And PR… But Not So Free

Try Google Ads and the like. Michael Muratore, owner of Store44, which represents illustrators and photographers, is the most plugged-in person I know. His work with global companies and a variety of digital sources and tools force me to defer to his knowledge on the subject:

I’ve been a Google power user for about five years now. As an agency catering to artists and advertising agencies, we can get hundreds of emails a day. The more I used Google for my business, the more beta invitations I received. I use so many Google services on a day-to-day basis that it’s a bit mind-boggling: Gmail, Voice, Docs, Analytics, Webmaster Tools… I could go on. However, in seven years of business, we have never bought Google Ads. One day, another invitation from Google arrived: “$100 in free AdWords advertising if you connect your Analytics account to a new AdWords account.� A hundred bucks? Sold!

It’s brilliant, actually. One hundred dollars is the perfect amount to get started, figure out how it works and experiment a little. Of course, when it’s all dialed in, it’s time to add more money.

The real epiphany for me came when I started managing campaigns by region. I started with the five regions that generated the most business for us: New York, LA, San Francisco, Chicago and Phoenix. With region-based campaigns, I could see where our ads were most successful, based both on clicks and inquiries. As the campaign progresses and as our budget changes, so does our AdWords buying. When money is tight, the campaigns that produce the fewest results can be shut off easily, leaving the best performers a greater portion of the budget. Usually, this means New York and LA, because our most popular artists are in fashion and music.

We use this same regional system when advertising our Facebook page.

Of course, it’s not just about regions. Different artists in the group have sets of keywords specific to their media and markets. When they want to promote a series of new works, we simply turn a campaign on for them to drive traffic directly to their new portfolio. We can have campaigns using general keywords to bring people to a landing page that features several artists. For those wanting to explore a variety of illustration styles, for example, they would land here: http://store44.com/illustration.html; if they were looking for something specific, like fashion editorial photography, then they would land right on the artist’s page. http://store44.com/irenepena

Costs vary with campaign, clicks and keywords. Because we’re paying by the click, we need to ensure that we’re not getting bad traffic. We use negative keywords to try to eliminate the irrelevant traffic (words like “schools,� “lessons� and “royalty-free�). We keep a base budget of $3.00 a day for a set of general keywords in our best regions. Three dollars is not much, and some keywords are very expensive to get on the front page. “Logo design� often fetches $10 per click. Having a variety of campaigns helps. I can easily adjust a particular campaign’s budget if an artist wants to spend the money on traffic.

Adwords in Breaking Down Doors: Promoting Yourself To Dream Clients
A weekly graph comparing overall traffic to AdWords traffic.

Bottom line? The AdWords campaigns bring the website’s unique views from a usual 500 to 700 a month to over 1,000. When we get a call or email, I always try to find out their source. An active campaign can bring in three to five calls a month for $50 to $100 in ad spending.

The Most Difficult Thing For A Creative: Telemarketing

Cold calling is the hardest thing for anyone to do. If I hadn’t worked in telemarketing as one of my various jobs to put myself through art school, I would dread cold calls. Cold calling, for those who aren’t familiar with the term, is calling someone you don’t know to sell them something. Sounds easy, right? It is. They are just people like you and me. They need freelancers, and you’re a freelancer. If they don’t need a freelancer, let them tell you so. I’ve been after a client for three years; they’re in my top five of 100 names. I call and leave messages; I email images; I mail greeting cards with images and sales pitches. Why do I keep doing it? Because the prospect hasn’t told me to stop and go away. It’s sales, not dating.

The trick to telemarketing is to work from easy scripts:

Hello, Mr. Jones. My name is also Jones, and I’m a Web-developing, graphic-designing photographer. I’d like to set up an appointment at your convenience to show you my work. May I set up an appointment with you this week?

Mr. Jones will then either tell you that he is not interested, or ask you to call him the following week or set up an appointment right then and there.

Maybe you’ll have to leave a message for Mr. Jones. “Hello, Mr. Jones. This is Mr. Senoj. My number is 123-4567. Please call me at your convenience.�

Don’t tell him why you are calling or you’ll never, ever get to speak with him. Haven’t hear back? Call back. After a while, it becomes a guilty pleasure because you’ll wonder what they’re thinking.

Look at it this way: the client I keep trying to reach probably has a great story about this persistent person who calls, emails and sends cards. I wonder if anyone has ever said, “Why don’t you just talk to the guy?�

Another telemarketing ploy is called objection-response, and telemarketers make three responses before they stop asking. Have a script or two for that, too. Here’s some classic objection-responses:

Objection: “I don’t have time to meet.�
Response: “It will only take 15 minutes, and I’ll even bring coffee.�

Objection: “I really don’t have the time.�
Response: “May I drop off a packet of my services and keep you on my mailing list?�
(They’ll agree just to get rid of you. Take advantage of this by getting more information: “I don’t have your current email. Would you update me on that?�)

Objection: “I have all the freelancers I need right now.�
Response: “I really appreciate your loyalty to your regular freelancers, which makes me want to work with you even more. I understand and wouldn’t want to displace anyone, but people move on, and more work than your current pool can handle might come in. I’d like to stay in touch and see what the future holds, if you don’t mind?�

Meat in Breaking Down Doors: Promoting Yourself To Dream Clients
Don’t forget a thank-you note. A lot is at steak. (by Speider Schneider)

Out of desperation, I once told a person who had uttered those words of rejection to me that the entire pool of freelancers had choked to death. When he stopped laughing, he made an appointment and became a pretty good client. I don’t recommend this approach, though.

Think of any objection you might hear, and prepare a response of a sentence or two, printed out in large type in front of you. It really helps.

By the way, the best way to get rid of a telemarketer is to tell them either that you already have the product or that there is no way you could possibly use it. They will apologize, hang up and never call you again.

Not Such Crazy Ideas

Find a mentor. Some established professionals believe they owe it to the next generation to mentor them into replacing them. We teach and write, and then you take our jobs and spit on us as we crawl for safety. You young punks! Still, we do it because it is in the natural order of things to pass on our experience to the next generation, however ungrateful it is.

Socrates had something to say about this:

The children now love luxury; they have bad manners, contempt for authority; they show disrespect for elders and love chatter in place of exercise. Children are now tyrants, not the servants of their households. They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up dainties at the table, cross their legs, and tyrannize their teachers.

Plato had Socrates, and you should be able to find someone who takes you under their wing and introduces you to people and teaches you wonderful things. Ask a teacher for a referral, or just write someone an old-fashioned letter asking if they would be your mentor. You won’t look strange, and your good manners will be appreciated, even if the person is unable to mentor you. A referral could hook you up with a terrific mentor, too.

Do work that really impresses. A friend of mine once said that if you ever take on a $200 job that should pay $2,000, do $2,000 worth of work and it will lead to a real $2,000 job. He also told me that he paid $2,000 for his house, so don’t take these amounts at face value. But his point is valid. A great job, whatever the pay, might lead to a spectacular portfolio piece.

A wild imagination can come up with some crazy ideas, but think twice before acting on them. Thankfully, my infamous “time bomb� promotional piece, touting “Dynamite service with explosive results,� died long before I mailed the first package, or else I’d have faced bomb scare charges and might have been writing this from prison. Be creative, but be sensible. Think of your aim: to be at the front of someone’s mind when they have a job to assign. Could you send a toy that sits on their desk or a calendar they keep handy? There are some great possibilities.

Keep moving forward! Sales is the hardest thing to do. You get a burst of energy, make all your calls and then get depressed when people aren’t beating down your door. It’s natural. Keep up your task of calling, emailing or whatever you do on a regular basis. Do something fun to break the mood, surprise your prospect, and don’t take rejection personally. A rejection today could be a job tomorrow and a repeat client further on. Just keep moving forward with the sucky part of the creative business.

(al)


© Speider Schneider for Smashing Magazine, 2010. | Permalink | Post a comment | Add to del.icio.us | Digg this | Stumble on StumbleUpon! | Tweet it! | Submit to Reddit | Forum Smashing Magazine
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