Running a Freelance Business

Promote Services via Your Portfolio

The best way to attract attention is to put your best foot forward. If your work is excellent and outshines the competition, show it off. A portfolio presentation is your chance to either show off your excellent work or, if your work's not the best, show off your personality. And don't be surprised if the meeting doesn't go as you expect. I was referred to a new firm by an acquaintance who said: "I've had my fill of working with engineers and I just can't face taking on another one. Would you like to introduce yourself to these guys?"

I made an appointment to show my work. Portfolio showings are usually one-on-one meetings in a small cubicle. This time, much to my surprise, I was escorted to a large conference room with more than a dozen businesspeople seated around a big table. I stood at the head of the table and made the usual remarks about each piece as the black mount boards were passed from person to person. At the end of my talk, the principal of the group stood up and thanked me, complimented my work, and said, '~And I think everyone will agree with me, it's refreshing to meet someone in your field with a brain." They all chuckled (which made me wonder who was there before me).

Best foot forward means just that. Show your strongest assets and use them to land the work. Business boomed at a local animation studio when management hired a pert blonde and a buxom redhead as client liaisons. In an area rife with gas and oil money, the clients stopped by just to visit and always looked for an excuse to drop off a job with these two. Sex appeal sells in advertising, so if you've got it, flaunt it. Just don't go over the line of common sense and good taste.

Every portfolio presentation is the perfect opportunity to show enthusiasm for the client and the client's project. Do some research on your client's industry and his or her nearest competition. Then spend time putting your best ten sample pieces together (your "book"). Mount them on presentation board and practice what you're going say about each piece. If you can't think of what to say about a particular piece, leave it out. Use each description to convey a sense of enthusiasm for the work and for the experience you had with that particular client. This is also an excellent opportunity to sell creative services by showing how your creativity sold the other client's product or service. Be positive and complimentary.

The presentation will be more interesting if you relay stories and details; to that end, share things you learned by doing each project. This gives the prospective client insight into both your creativity and your professionalism. If you don't have strong language skills, let your work do the talking, pointing out details and focal points as you move from piece to piece.

One last piece of advice: no matter how tempted you are to say something bad about a previous client or professional peer, don't. It will reflect badly on you and your working relationships. Your client will be left with a bad feeling and will associate it with you, not with the subject of your ill will. Speaking negatively will also show your prospective client you don't respect the boundaries of professional courtesy and he may find himself on the other side of a similar rift. When in doubt, bite your lip.