Design Madison
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A Handy Pocket Guide to Self Promotion
Here's something DM handed out at our 2002/03 season's "Get a Job!" workshop. It's from one of the principals at Planet and was origninally posted on the DM forums circa, 2003.
A Handy Pocket Guide to Self Promotion
We [Planet Propaganda] receive promo material from hundreds of designers every year. And the sad fact is that most of it goes unread. There's simply too much for us to wade through. But each year, a few pieces fight their way to the top of the pile. We read them. We pass them around. And maybe we pick up the phone.
So how do you make sure your piece makes it to the top of the pile, wherever you send it? There's no surefire method, but if you follow the clever tactics covered in this handy pocket guide, you stand a good chance of getting noticed.
Tactic #1: push.
To sell yourself well, you need the goods to back it up. Is your work OK? Push it until 's good. Is your work good? Push it until 's great. Is your work great? Push it until 's brilliant. And then keep pushing it.
Tactic #2: edit.
Think about what you're sending, and who you're trying to reach. The decision-makers in this business (me, for example) are very busy people. Make sure your promo says just what it needs to, no more, no less. Think your email is really going to capture my attention? Frankly, I'd be happy if I never saw another. At least not until I've already been won over by your work and just need to verify that you're not a convicted felon and have never worked as a rodeo clown.
Examples of the types of things people send me, ranked from least to most effective:
- Email resume - Yawn. And then delete.
- Email resume with links to your work. Yawn again, but I just might check out the links before I hit delete.
- Print resume. Who cares. But at least you bothered to commit your resume to paper, so maybe I'll read it.
- Print resume plus work samples. You're getting warmer. But I still toss most of these on the "I'll get to this stack o' crap later, if I can find the time" pile.
- Unique resume. If you've found a way to make a resume compelling, you've definitely accomplished something. I'll probably take a look.
- Promo book. Now I'm starting to get interested. I flip through every promo book I get.
- Interesting objects. Send me something you've done that makes me say "holy shit" and you've got my attention. Send me something so good I want to take it home with me, and you'll probably get a call.
- Interesting objects plus bribe. Now you're talking. Ply me with beer, food, beer, trinkets, beer, small mammals, beer - I'm pretty sure it's legal, and it's very effective.
Note: the ranking assumes you're a decent designer doing decent work. The formula starts to break down at the extremes: if your work sucks, the slickest samples and biggest bribe won't earn you a second glance. On the other hand, if your work is phenomenal, a single link in an email resume might do the trick. Which is why Tactic #1 is by far the most important.
Tactic #3: think.
You want to get hired by a great firm doing kick-ass work? You and every other designer out there. If you want that job, you'll have to do some strategizing. A little time and effort devoted to research and follow-up goes a long way.
Research. Learn about your target - the company, the person, the position. Learn what kind of work they do, and stack your book with appropriate samples. And be sure you've got the details right. At Planet, materials addressed to "Ms. Lytle" go straight to the bottom of the heap.
Follow up. This is a tough one, because there's a fine line between persistent and pain-in-the-ass. But it's a line you'll have to walk. At the very least, follow up your promo with a call or an email.
Tactic #4: reach.
If you've applied all the other tactics, you're ready for this one. Why not start at the top? Figure out your dream job, and start there. You might get it! Odds are you won't, of course, so take the best offer you can get, and continue to work toward the job you really want.