Running a Freelance Business

4. Find Your Professional Edge

No matter what you may have heard, talented people are drawn to other talented people by sheer magnetism. That inborn urge to raise standards pushes creatives above competitive mode. In the right environment, an encouraging, nurturing spirit takes hold of the principals, and true creatives revel in their compadres' success.

There are some very specific things you can do to jump-start your business and start drawing in customers, and these are not limited to sending out little postcards by the thousands. Above all, don't follow in the footsteps of the famous designer I mentioned earlier. If you have a conscience, you'll spend most of your time looking over your shoulder, which will dilute the satisfaction of your success.

Even if you haven't established good discipline, there are certain characteristics that set professionals apart from amateurs. Read over this list and work on the areas you have not yet developed. Dust off and revisit the business skills you haven't used recently. As a freelancer, you represent yourself and are working for your own profit, not as an employee and not for the financial benefit of another person. If you were a clock-watcher or paced yourself on the job, get ready for a major restructuring of attitude.

As a freelancer, you can provide value-added services to your clients. Perhaps you have a unique style of illustration or a working knowledge of local printers. Maybe you can offer an extensive type library and the know-how to use it, or a lengthy history of working in your client's industry. Whatever your skills, be prepared to describe them in detail. Distinguish yourself successfully, either through a unique promotion or ability, and you will stand out from the competition.

Your client will be greatly disappointed if you show him fantastic samples but he finds out later that you can't handle projects at that level. Do a little soul-searching before you construct your portfolio and make sure it truly represents the services you are qualified to sell. Remember, you'll be working by yourself and probably won't have anyone to hand off work to that you can't do. As you learn more and your work improves, add samples to your portfolio that reflect your full range of abilities.

Before you make an appointment to see a new or potential client, do your homework. Learn as much as you can about the client's business and have a few compelling suggestions about how you can improve his creative work. Focus on how your skills add value, and offer solutions not previously tried. For instance, suggest the use of humor or concept development that stresses soft sell rather than hard sell. If you have examples of work designed for the same industry or service as your client's, make sure you include them in your portfolio. Previous experience in the same area relieves some of a potential client's anxiety about your familiarity with his business or industry.