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

• attractthe clients
& talent you want
• shape your image

• attractthe 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
• defineideal 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?

Clie
Wis nt
2) Who is your target
hlis
t
audience? What
industries are they in?

3) What is the
message you want to
convey to this market
about how you can
help them?

Ma
ntr
Pro a &
3) What is the duc
t
message you want to
convey to this market
about how you can
help them?

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

Implementing the Personality
Social
Network
Profiles

Implementing the Personality
Social
Network
Profiles

Show the
Personalities

Email

Start an
E-zine

Implementing the Personality
E-zine

Track the
Conversation

Implementing the Personality
Comments

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