Banding With Others
Word of mouth can be particularly effective if it comes from another freelancer who just happens to be working on a project that requires design talent. These situations rarely develop through luck. Many independent professionals, such as Dallas copywriter and advertising consultant J.A. Lohmann, find strength in numbers. "Partnering with professionals who have complementary skills enables me to offer my clients additional services," Lohmann says. "It also provides me access to new and primed target markets and gives me people to concept with."

Lohmann meets many partners through national and local trade events, as well as at social functions. A person's success isn't the only factor he considers when forming alliances. "There must be mutual trust and respect for each other's business practices, work practices and talent," he says. "Constant and effective communication keeps a relationship running smoothly. Becoming friends doesn't hurt, either."

Vendors and suppliers are potential partners, too. "Teaming up with someone like a sales representative for a printing firm who wants to offer full service can be a valuable asset," Shamus suggests.

If you align with someone, agree on the ground rules ahead of time, be flexible and keep the big picture in mind. For example, Lohmann explains, "When negotiating with a partner who has found you a job, don't think about the extra $100 you might not receive, but the $1,500 you wouldn't otherwise have made."

Specialized staffing firms are another valuable ally, helping to connect you with projects tailored to your expertise. Along with eliminating the paperwork associated with billing clients, staffing agencies provide the benefit of promoting your services to brand-new audiences. "Working with a specialized staffing firm has really helped me fill the gap," says San Francisco-based freelance designer Jenn David, who supplements the projects found through her personal network with those provided by a staffing agency.

When selecting a staffing service, choose one that focuses on placing professionals in your industry, and be sure to provide the organization the tools necessary to promote you: a bound and electronic copy of your book, a list of references and a link to your Web site. More information is better than less when working with a staffing agency. Let them know the types of projects you're interested in and the workplace environments you prefer. Keep in regular communication with your staffing contact, and always alert your rep when a project is about to end so he or she can start lining up new client

Being a Savvy Self-Promoter
While mastering one-on-one networking can set you up for success, your ability to promote your services on a larger scale is equally important. In a survey of advertising and marketing executives commissioned by The Creative Group, 65% of respondents rated creative professionals "somewhat effective" at promoting their skills and talents. A mere 12% considered creatives "very effective" at self-promotion. Yet "very effective" is what you must be to keep the work constant. There are two fairly easy and inexpensive strategies for increasing your visibility.

First, hit Send. Emailing a periodic newsletter showcasing your latest work and achievements is a simple way to promote your talents. Although this may feel self-congratulatory, you generally will find that your clients enjoy learning of your latest endeavors, because they may soon be in need of your services. Including industry news and information will make your newsletter even more appealing. Just remember not to overdo it (one email per month is sufficient) and always give recipients a way to opt out. Other e-newsletter tips include:

Ask permission. Get approval from your clients before publicizing any work you're doing for them. Keep your newsletter concise. The less people have to scroll, the more likely they'll read it. Find the right format. Create a simple and user-friendly template for your newsletter. Using the same format will save you time and help you brand your services. Provide links. Supplying links to industry news and events turns your newsletter into a resource. Avoid sloppy copy. Have a friend proofread your work before sending it. Test across platforms. Make your e-newsletter Mac and PC-compatible.

Second, score some ink. Jeff Fisher, engineer of creative identity for Jeff Fisher LogoMotives in Portland, OR, sends news to clients in the form of press releases, which he also transmits to the media. "My clients love it when I promote their projects in my press releases," Fisher says. "It gives them good exposure and often reminds them if they have a job to get done." Fisher's former clients aren't the only ones to benefit from his PR efforts. He estimates that approximately 40% of his new business stems from media mentions.

Along with sending out periodic press releases, suggesting story ideas that could feature you as an expert can help generate media exposure. You should research local and trade publications, and identify those that are running stories in which you could have been used as a source. Keep in mind that most local newspapers and magazines target a general audience, so you're more apt to get coverage if you approach them with topics of broad appeal, not just information about your business. For example, you might offer to provide a local perspective on this year's Super Bowl ads or ideas for creating inno- vative wedding invitations or birth announcements. Other tips for working with journalists include:

Pitch like a pro. Email a story suggestion, or "pitch," to the reporter. A brief (one paragraph) message explaining your idea and why it's newsworthy should be sufficient. Typically, a pitch won't include pictures, but you might want to include links to your work if it's relevant to the story. Pay attention to detail. Avoid typos and grammatical errors, which can undermine your credibility. Consider timing. Journalists work on tight deadlines, so send info when you'll be available to take reporters' calls. Don't email attachments. Unless you know the reporter well or have asked permission to send an attachment, put everything in plain text within the email message. Avoid jargon or techno-speak. Most media professionals write for a diverse audience and appreciate clear, simple language. Don't use pressure tactics. If a reporter isn't interested in a particular story, don't push it. Instead, ask what types of marketing and design articles he or she may be working on in the future, and offer to serve as a source.

Being featured in the news may not immediately make your phone ring off the hook with new clients, but it will increase your stature in the industry and reinforce your expertise. "Public relations tends to have a snowball effect," Fisher notes. "For example, the authors of a marketing book for small businesses found out about me through a media mention and featured my work in their publication. Now I get about five clients a month from that book."

Creating a First-Rate Web Site
Most freelancers know that a website is a must-have self-promotion tool, but what makes a site successful? Here are some key characteristics:

Organization. The best sites are well organized, enabling visitors to easily access information.
Categorize your pieces so they meet a variety of user needs. For example, offer the option of viewing your work either by industry or medium.
Select samples. Advertising and marketing executives surveyed by The Creative Group spend an average of 10 minutes reviewing a prospective hire's online portfolio. Yet some sites contain so many samples, it would take hours to sift through them all. Ten to 25 items is sufficient. The more pieces you include, the better organized they must be to prevent overwhelming visitors.
Adequate information. Writing that concisely describes the project and its purpose, the techniques used and the results achieved puts your work into context.
Efficiency. One-third of advertising and marketing executives polled by our firm said including files that take too long to download is the most common mistake creative professionals make when developing their online portfolios. Optimize your images by using GIF or JPEG files for faster, more standardized downloading.
Professionalism. Including too many personal details can appear self-indulgent. While you want your site to reflect your talent and style, avoid delving into your interests, hobbies, musical tastes, family life, etc.
Timeliness. To be most effective, you should update your site regularly to include your latest projects and successes. Set aside an hour or two a week for website development.

Looking for additional ways to enhance your website? Testimonials from satisfied customers add credibility, which is especially important for attracting clients who may not be personally familiar with your work. If you send an e-newsletter, consider offering access to archived editions online. Developing a links page to other industry sites is another way to transform your promotional site into a useful resource. Finally, don't overlook basic elements that every site should have:

• Printer-friendly resume
• Professional biography
• Partial client list (with permissions)
• Work samples
• Contact information
  

Providing Stellar Customer Service
Even the best professional websites and self-promotion campaigns won't help you if you don't come through for your clients. Never agree to more than you're capable of; in fact, less is more when making commitments. "I often give my clients a delivery date two days later than when I know I can complete the project," says Fort Lauderdale, FL-based freelance creative director Halyna Shaw. "When you give them the product early, they're thrilled. By doing more than you promised, you can build great relationships."

Listening well is also imperative. "I think half the battle is listening to the client," Shaw says. "They're the ones who know the most about their business." Shaw doesn't lend an ear only to those at the top, either. "Talk to the day-to-day operational people, not just the executives," she advises. "When I take on a project, I'm an information gatherer; my job is to visually output the information, so the more of it, the better."

Other tips for providing strong customer service include:

• Put it on paper.
• Develop a written agreement that includes the scope of project, time frame and fee schedule so you and your client can reference it if questions arise.
• Communicate in their style.
• Find out how your client prefers to exchange information and follow suit.
• Provide updates.
• Give the project team periodic status reports detailing your progress.
• Search for solutions. Before approaching the client with potential problems, try to identify several options that you can present for overcoming the dilemma. Remember, you're being paid to provide a solution, not define obstacles.
  

The advantages of a freelance career are many—flexibility, autonomy, control—but they don't always come easily. It can take time and dedication to master all of the talents necessary to carve out an independent career path. If there's an aspect of project work that you're struggling with, be patient and seek assistance. Break down seemingly overwhelming tasks into small steps, and reward yourself for completing them. Over time, your efforts will pay off, and you'll realize the benefits of honing your freelancing finesse.