Book Review: The Savvy Gal's Guide to Online Networking

I found the Savvy Gal's Guide to Online Networking (Or What Would Jane Austen Do?) on one of the blogs I frequent, The Savvy Gal Blog. It's a small, conversational style read that focuses only on ideas about how to get you networking online. From everything to blogging to joining LinkedIn to submitting press releases online for free, this book is thorough, but a fast read.

I highly recommend this book for not just business owners, but anyone looking to gain more of an online presence. And it's not just for girls (despite the name) - guys can get something out of it too.

Why the Long Faces?

Pardon the hippie reference, but there seems to be a lot of bad energy lately when it comes to designers. In forums, emails and blog posts, I've read about designers being frustrated with their clients, clients being frustrated with their designers and when it's time to cut the cord. Don't get me wrong, we all get frustrated. We all have those little glitches that arise as we go about our day. But whatever happened to staying positive?

I recently had a troubling client situation. Of course I turned to other designers as a resource, asking how they'd handle the problem or if they had experience with it before. In looking for help, I found a lot of finger pointing and answers pertaining to, "it's you vs. the client."

I know it's bitterly cold outside (At least in Wisconsin. Today's temperature is a goosebump raising -8˚ F) and we're all getting a little itchy to go outside and enjoy some sunshine. But whatever happened to positive thinking? I've come to realized that when I'm down, not only do my client relationships suffer, but my work does as well.

For a while now, I've been reading positive affirmations everyday. These can be inspirational, focus on love, success or happiness, or even be religious if you're into that. Mine help me to stay positive during the winter blues and help me to keep an edge on my client situations. They help me to remember that being nasty and finger pointing is no way to solve any client dilemma. It's true what they say - you can attract more bees with honey than with vinegar.

Pardon my rambling, ranting or whichever you'd like to call it. I'm just sharing my thoughts on something I've seem to come across several times now. Cheer up!

Disarm Angry Clients

I found this link recently and have already found it to be so helpful. Take a peek at how to handle those angry client situations very carefully: click here.

Last Promotional Idea (for now)

I have to be honest. I thought by offering a promotional idea every day would not only help folks out, but give me something to write about. It did both, sure. But I think I'm ready to offer different advice.

That said, I found an awesome list today of promotional ideas for the new year. Roughstock Studios, a design and branding firm in California, published a New Year's Marketing Resolutions post and it's awesome. They've also gone to all the trouble of labeling different types of promotions - for example, promotional ideas that build sales, relationships, etc. Good stuff.

So there you have it. That's my half-ass last promotional idea... to send you somewhere else. Sorry to disappoint, but can you tell I'm burning out on this topic?

Freelancers - Get Out!

I'm too tired to write another self-promotion idea today. I think I'll take a break, if that's okay.

Instead, I wanted to share an interesting article I read. This chick wrote about being a freelance designer and about how important it is to socialize. As a freelancer, we get stuck behind the computer for days at a time without much social interaction. I really enjoyed her thoughts on how to break the silence and mingle. I've attached the article below.

The Importance of Socializing for Freelancers
Kristen Fischer

I had a client meeting last week with a new prospect. As I put on my khaki pants, blouse and boots—my “dressy” outfit—I groaned at the thought of meeting the guy. Sure, I want to develop my business more. Network. Get more clients and all that jazz. But at the time, it just seemed like so much work. I’m so accustomed to being holed up in my home office alone.

“Why can’t this dude just be like everyone else and give me a call and look at my work online?” I grumbled to my husband. He, on the other hand, deals with people in person every day, and wishes he didn’t have to. The grass is always greener, isn’t it?

But after listening to myself, I realized that I get behind the computer for so long and forget the value of a face-to-face meeting. That kind of forced interaction can seem like a chore unless you exercise the social muscle every now and then. Not only is it good to meet clients to do business, but it’s good to interact with others.

So I did. And it went great. After a successful discussion and an almost 100% secured client, I left Starbucks elated—not only because I had a great cup of tea, either. I was glowing because talking to someone felt so good. Not having a cubicle or a corporate cafeteria at my disposal anymore, I sometimes don’t remember how much I loved the contact that came with a full-time corporate job.
FreshBooks

I had forgotten how valuable meeting a prospective or existing client is. That feeling of getting out there was great. It was so easy for me to talk and present myself, I wondered why I even labeled myself a homebody to begin with. I was a natural at face-to-face consultations, I thought to myself. Why didn’t I do them more?

As a copywriter, most of my work is conducted over the computer or phone. Every few months I have to get in my car and am happy to write off the gasoline cost to get to a client. Afterwards, I always have this energized feeling and the yearning to go on more consults. The other part of a good client meeting is that feeling that you’re generating the business. Because some of my work comes from job boards on the Internet, the act of submitting my resume and getting the gig can be a little dry. In other words, sometimes it’s cool to “work it” a little more for a gig.

After returning home, charged up and excited to be out of yoga pants, T-shirts and flip-flops, I realized how important socializing is. Even if it’s not work related, it’s vital to get out sometimes. Here are some tips to help you get un-holed up and get out there.

Set up more meetings in person. Have the advantage of a client nearby? Pick your favorite coffeehouse or go to their office. In my opinion, having a latte is better then melting under fluorescent light, but it may do you good to see an office—it reminds you how cool it was to break out of one. (For freelancers who work full-time in an office, I recommend the coffeehouse.) Point is, “selling yourself” in a consultation gives you great practice and should always be practiced.

Take a break—outside. I’m a big believer in fresh air. So whether it’s warm or cool out, take a short walk. Better yet, bring your laptop into the sun if you have to work. I’m kind of lucky to have a cat that always wants to hang out in the backyard. I feel unproductive if I just watch her, so I bring out the computer and start working on my latest project. I get nice breezes and find it really breaks up the day. While it’s not the most interactive tip (unless I talk to a neighbor or say “hi” to a stranger on a walk) getting outside helps.

Make appointments—with friends. Just as you would set up a time to have dinner with a pal, why not hang out with a buddy who is home during the day? I have a few acquaintances that have weekdays off. Others are home with the kids. It’s a great way to get out of the house. Meet up somewhere or just go to their house (or have them over to yours) to socialize.

Make friends—even online. I must admit—as I’ve gotten older, I have lost touch with plenty of buddies. That’s why I love the Internet. Even when I’m too busy to get out—or just don’t feel like it—I have interaction daily with online pals via blogs, forums and IM. It’s a great way to connect with people that live on their computers as much as I do. In most cases, my online friends are always on if I need to blab!

Take the afternoon off. Yes, I said it. No matter what you do with that time, I find that I am more prone to talk to others during the day. If I give myself the night off, I rarely want to go out. That’s why getting some morning work done, and then taking the afternoon off, helps. I work some evenings anyway, so when work allots it, I work a morning and night. Heck, some days I just work mornings!

Skip the email. When it comes to work, it’s sometimes nice to talk on the phone. Again, I’m not a big phone person, but I do sometimes make an extra effort to pick up the phone and call a client every now and then. Email can take a long time to go through and you’re not guaranteed a quick answer if you need it. Taking the extra two minutes to ask my client how they are and get the answer I need on a project question keeps me visible to the client. I rarely call just to gab, though—I know my clients are busy and I want to appear the same way. But there’s nothing wrong with touching base via phone rather than email. It gives me the human touch, if you will.

Human, as I am sometimes not. As I need to be reminded to be.

So whether or not it’s for work or just to talk to another living thing, it’s vital to get out sometimes. After all, your office will always be there waiting for you with the splendor of a filled inbox and packed voicemail. Let it wait for a while.

Technorati Tags: [graphic design][freelance][self promotion][networking]

Plug for kick

My clients/friends run the cutest shoe boutique I've ever set foot in. They run their kick in downtown La Crosse, WI and since they're pretty new, there's unfortunately only one store. However, kick is now selling their wonderful shoes online.

If you want to take a peek at shoes high in fashion and quality, take a peek at their site (designed by yours truly).

Idea 6: Chat Online

Not like AOL instant messenger. But by joining a forum that pertains to your profession, you can gain a lot of exposure. Whether it be starting your own posts or replying to someone else's, showing participation is a great way to meet people and get your name out there.

Sure, depending on the forum you join, you could be chatting away with colleagues instead of prospective clients. But those conversations can generate leads as well. A quick tip, though; when leaving a post or comment, be sure to include some sort of signature. Only by informing others of your blog or website address can people follow up.

And point two, remember you're putting yourself out there. Keep it appropriate and don't be offended if others don't take to your posts as well as you though they would.

Day 5: Create a Newsletter

So we've made it to self-promotion idea number five - creating a newsletter. While jotting down some thoughts and mailing them out once a month, or whatever, may sound like a lot of work, it actually doesn't have to be. This is a great way to show your clients and prospective customers who your business is on a personal level. You can also flaunt your expertise by offering articles with tips and insight.

If you're still hanging on to paper newsletters, hire a designer or someone familiar with print layouts. They can help you to set up a newsletter template that works effectively and entices the viewer to keep reading. By including well formatted articles and photos, people will be more inclined to read your news.

In setting up a template, the design will always be consistent. So instead of worrying about how it'll look every month, you can focus on the more important stuff instead - the content. Once you have it, just plop it into the template and hit print!

Another way is to send a e-newsletter. You know all those emails in your inbox with the Constant Contact or Emma logo at the bottom? Those are two mass e-mail marketing companies that can help you to set up your e-news systems. For those who may not be so design savvy, there are loads of templates to choose from. If you have a web developer or designer already, they can create the newsletter template to reflect your website's - it's all about branding and consistency!


A major plus to doing this online is that programs such as the two mentioned above will offer reports depicting the number of people who read, deleted, forwarded your email, etc. This can be very helpful.

A final plus to doing this digitally is the concept of allowing people to join your mailing list EASILY. One can simply add a link or sign-up box to their website or blog and instantaneously a person can sign up to receive your newsletters.

Day 4: Run a Promo

Running a promotion can be a great way to increase your sales, gain referrals or get a little exposure in your area. There are many different campaigns businesses of any type of put on. A few ideas are as follows:

1. Discount a product or service: People love discounts, even small ones. Whether times are slow or you're just looking to build your work load a bit, create a campaign and offer something as small as 10% off the customer's next purchase.

2. Referral Campaigns: These promotions are great because they don't require much. Simply base your campaign on the premises that if a client refers you to someone and that new individual signs a contract for work or buys a product from you, the original client receives a discount, gift or coupon. Let your clients (the people who've worked with you first hand) be your salesmen.

3. Get One, Give One: These campaigns are similar to the referral program. For example, if your client buys a new lawnmower, they get another one for free - but they have to give their voucher for it to a friend. You're then getting business from your current client base while building a new one. Obviously, lawnmower giveaways are a bit pricey, I know...

4. Customer Appreciation: Customers and clients love to feel loved. Why not give them the warm fuzzies by showing you appreciate them? This is could be a party, an open-house, a gift in the mail, a discount, etc. A great way to give yourself some positive coverage.

So these are only a few ideas, but the possibilities are limitless. The bottom line is, if you need to beef up your client base, if you don't have enough work flow, or if you just want to do something a little different, there are lots of options. And I'm sure your clients, both current and prospective, will take notice of your efforts.

Day 3: Social Marketing

It's the newest craze on the Internet: social marketing. Paying for SEO terms is no longer the best way to promote your product or service online. And according to industry studies, it looks like this trend is going to be around for a while.

I saw a stat yesterday that stated 62% of online users watch 6 minutes or more of YouTube videos a day. Blogs seem to be where people want to receive their info from. Facebook and MySpace aren't just a venue for kids to discuss their teen crushes. According to a study I saw on stompernet.net, a large portion of MySpace users are ages 35+ and they have a lot of disposable income to spend online at e-commerce sites. Interesting.

For ideas on how to get involved and to see a huge surge of traffic flow to your website or blog, visit stompernet.net and watch their 50 minute video. It will change the way you conduct your online marketing efforts.

Day 2: Join a Networking Group (not online)

Of course it's easy to chat over the Internet and make a few buddies via Facebook. However, joining a networking group that involves a little face time can be even better. Sure it can be time consuming, but by putting yourself out there you're giving people the chance to put a face with your business name. Furthermore, you're getting the opportunity to do what we all love to - talk about yourself.

I'm currently involved in two different networking groups. I've checked out a few more and have belonged to several over time, but there's only so much time in a day. My advice is to pick a networking system that presents opportunities for your business and offers you the chance to grow and get involved. Below are a few ideas for groups that my be in your local area:

* Professional Women's Network (PWN): Unfortunately there's not one organizational site that allows you to look up a chapter in your area. I found mine just by Googling PWN + my city name. PWN is focused on helping women to succeed in the business world. In my chapter, guest speakers attend every meeting to offer insight on how you can improve your business. I can honestly say that 30% of my client base derives from this group, or their referrals.

* Downtown Women's Club: I've never had the chance to join this organization myself since there's not one in my area. But the idea of the group is a networking opportunity for women on the go. Take a look online to find out if there's a club group in your location.

* Chamber of Commerce: It may be a bit of a spendy option, but it can gain you some serious coverage in your town. By joining your Chamber, you're helping other local area business owners and giving back to your community.

* American Institute of Graphic Arts (AIGA): AIGA is a professional association for graphic design. While it is a national organization, each state typically has their own chapter. They host events, conferences and truly provide some educational opportunities. Furthermore, there are perks only available to members such as discounts on competition fees, newsletters and job board access. Very valuable.

* AdFed: A more advertising based network, is similar to AIGA. I'm not sure if they're only Twin Cities based, but you can peek on their site to find out. They also have AdFed2, for younger professionals. "...Ad Fed does have great speakers, professional development seminars, The Show, networking opportunities, social events and more. In fact, it's the place where the advertising community of the Twin Cities meets—in person, online and in print. "

* Meet Up: A more casual setting, if you're into it, is the MeetUp network. This website offers the opportunity to hang out with pros in your area. Basically, it's a group of people in your industry forming their own group. I've never tried it, but some people think it's great. Check them out and conduct a search for other people from your industry.

* BPW: Business and Professional Women For the more serious woman, this might be your calling. I attended a BPW meeting in my area. While it was inspiring, I found it to be more of a women's movement concept than a networking group. They help their communities, lobby in Congress, etc. If you're looking to make a change in the world and are pro-women, this is a sure thing.

Day 1: Tips for Tradeshows

I thought I'd give a few networking/self-promotional ideas to help small business owners (such as myself) kick off the new year. The list of marketing to-dos are infinite, but we only have so much time in a day. That said, I thought I would post one suggestion roughly every day to keep the wheels turning.

So, today's topic:
Tradeshows And Why You Should Participate In One

While tradeshows may not be the most exciting events to take part in, they're certainly a great way for people to put a face with your business name. It gives you the opportunity to talk personally with prospective clients. There are a few tricks though that can help your tradeshow experience to excel or fail.

Clear Signage: Many tradeshow exhibitors think it's necessary to spend large amounts of cash on glitzy boards. They spend so much time setting mini billboards and displays up that they miss people walking by. While some of these more expensive and extravagant pieces certainly work, so can the low budget ones.

Make sure your signage is clearly legible from the walkway area. If people can't read your sign, they're not likely to stop by. The two most important things you want to communicate are your logo and the service you're providing. For example, I wouldn't put "graphic and website design and wedding invitations" on a board. No one's going to read that. If I'm at a wedding show, "invitations" will work just fine.

Short and Sweet: Kind of going hand in hand with the previous point. Keep your display simple. Complex exhibits can intimidate or deter passerbys. To keep people looking your way, don't complicate the scenery. A large sign with your service title along with your logo are plenty. Smaller informational pieces can be left on your table.

Lights: They say lighting up a tradeshow is a good thing. It brightens up your area and allows readers to see your info a little better. The problem is a lot of tradeshow venues will charge up the wazoo for an outlet. Tradehow specialist Jean Holewa says save the money and use battery powered lights.

Move Your Table: Another tip from Jean is to physically move your table backwards in your space. This allows a sort of "gathering place" in front of your table. People are free to move out of the walkway area and can relax at your booth without feeling like they're being rushed by the crowd. Just by doing so, you can have a more intimate conversation with those interested folks.

Greenery: Strangely, people are attracted to plants. There's almost nothing more depressing than a tradeshow location - it's all cardboard, tables and pamphlets. Liven up your area with a few plants or vases of flowers. Every time I've done this people always comment on it, especially my tradeshow neighbors who wish they would've done the same thing.

Plan Accordingly: I saw a presentation given by Jean and she made a point about promotional items. Exhibitors learn that there will be about 10,000 people coming to a particular tradeshow, for example. So they buy and create 10,000 writing pens with their logo on them. While it's great to be prepared, Jean says, "Do you really think all 10,000 people are going to stop by your booth? Futhermore, if they did, you'd make no contacts and have no conversations."

Tradeshows only last 6 hours at most, typically. If you talk to each person that stops by and is truly interested for about 10 minutes each, that's only 6 people you can talk to in an hour. Who's going to grab those pens? The people who stop by. That said, keep some of those dollars for candy to rest on your table. Instead, print only about 100 pens and call it good.

Why Branding?

There are many business owners out there who haven't caught on to the branding phenomenon. Some believe that graphic design is simply reduced to colors and fonts arranged in an organized fashion. They're not meant to communicate or generate a feeling. Instead, those fonts and colors just look pretty.

It is this lack of understanding that, unfortunately, keeps some businesses from attracting new customers. While having a smartly designed logo and website is sure to help your business promotion, it's only a small piece of the puzzle. Designs shouldn't just look like they belong to your company, they should feel like your company. A company newsletter shouldn't just match the corporate identity system, it should feel like the company itself. There's a major difference here. This feeling or vibe that your business design is sending out creates an impact. Branding is the impression that the audience receives.

It may sound far-fetched - the idea of concerning oneself with the emotional reaction their materials are causing. But if a customer is put-off or feels uncomfortable with your company's design materials, they're likely to find another company to go with.

So how does one go about branding? Where do you start?
1. Think about it. What are your company's core values? How do you want the public to view you? Do you want to be a bold leader or a comfortable service provider? The image you want your business to portray starts with a little homework.

2. Make your materials. So you want to be the bold, well-designed, trendy leader in your profession. Good for you. It would only make sense that your materials reflect such. You shouldn't have a logo that plays it safe and looks like everyone else's in your industry. Have a professional help you to design the logo that reflects the goals of your company. Carry this approach through everything your customer is going to see - business cards, brochures, signage, etc. Be as consistent as possible with your new look.

3. Research your market. You're the trendiest coffee shop in town and you have the design materials and logo to prove it. Don't place yourself in the middle of the most conservative neighborhood and expect folks to wander in. You must know who your audience is and where to find them. Only then can you advertise to the right people.

For example, I once received an opportunity to advertise in a graphic design magazine. Why would I do that? The readers of the magazine are graphic and website designers. They're not going to buy my services, they provide those services themselves. I need to market myself to the appropriate buyers.

I have another example. A sales woman from a movie theater once called me and asked if I'd like to advertise on their movie screens before the show starts. I said no, this wasn't the audience I was going to advertise to. She got very defensive and said she didn't understand my logic. I explained that I help business owners promote their products and services. Those people are not going to be looking for a graphic or website designer while at the movies.

4. Start marketing. Now that you know what your company's image should be and you've designed the materials to help you promote that concept, market it. By networking, blogging and advertising, you'll be placing your brand in front of people over and over. Remember - know your audience. If you're a trendy coffee shop, advertise to college students or young folks. Take your advertising to a cool and trendy metropolitan neighborhood. It's all about making matches - finding the matching audience to your business.

By figuring out "who" your business should be and how it should be viewed aesthetically and emotionally, you're saving yourself a lot of advertising dollars. Money and time is wasted when trying to market to a crowd that won't care to notice you. By branding yourself and reinforcing it to the right people, marketing success is sure to be on the rise.

Condensed Proposal Format

One thing that I'm not afraid to complain about is writing client proposals. I absolutely loathe the task. I feel there's nothing that takes more energy than trying to capture all of my creative juices and transform them into an essay. Yuck.

I recently found a book called "Selling Graphic Design" by Don Sparkman. There just so happens to be a section purely dedicated to writing proposals. And the best part is, they're not long proposals either! I recommend picking up a copy of this little resource, but I'll supply you with his super simple, short and sweet outline in the mean-time.

1. Capabilities Statement: Don states, "This is your area within the proposal to show why your company is the best suited for this project. It can contain a history of the firm as well as past experience your company has had in managing similar projects."

2. Project Overview: "This part of the proposal contains several key elements that explain to the client what you perceive the scope of work to be, as well as what they will provide... Show some thinking on your part." Don recommends including a background paragraph about the project along with a work requirement section. This section is a "complete description of the project's specifications such as: size, number of pages, etc."

3. Technical Proposal: "The technical proposal is a description of the scope of work from your point of view as well as your insights as to how the project's production process can be improved. This is not a free design consultation. It is meant to show the client that the designer isn't going to approach your project with a cookie-cutter or standardized method."

4. Cost Proposal: As explained in the title, this is the area where a breakdown of costs would occur. While a number may be presented, it should be made clear this number is only an estimate, not to be taken as a price.

Other elements Don says you may want to include are a timeline, a client list, as well as your trade customs or contract.

Weird...

In my most recent post I mentioned this whole desk feng-shui thing. I actually cut out pieces of paper (borderline-nutty, I know) and placed them under my desk, as instructed. The whole idea is that these little cut-outs will bring me good luck and prosperity. Of course we're all skeptical, but why not give it a go? (Note: one thing I love about the holiday season - it's slow enough to play with these crazy ideas)

My desk daisy has been in full bloom for about a week. In fear of sounding like a whack-job, it's working. Old colleagues have reached out to me for networking opportunities, two referrals have come in the door, clients are suddenly paying their open balances and money is rolling in. Hmmm. Hard to deny the good fortune I've had lately. Do you really chalk it up this feng-shui stuff?

So, I ask you... does feng-shui really work? Have you ever tried it and gotten results? Tell me, I want to know!