What Clients Really Want

Clients do look at hiring freelance designers as different than hiring the "talent" - the illustrators and photographers. For design services, clients look closely at the self-promotion pieces and personal approach used by the designers.

For a photographer or an illustrator, clients can use more of a broad search pattern based on the style they need on a project. Tracy Smith is an Art Director at Spring Industries and says, “I use sourcebooks to find photographers. For freelance designers, I depend on word of mouth, direct mail promotions and even look at the temp agencies when I need help.” Other clients named resources for finding freelancers such as:

• Personal referrals
• Art/Photo Reps
• Technical trade schools
• Local trade, design and advertising publications
• Networking at design and advertising associations
• Asking other freelancers!

Despite the last ten years of freelancers shifting from personal to non-personal marketing, clients do want to make a personal connection with you!

Meredith Brison, Creative Department Manager for Ha*lo Advertising in Michigan says, “Personal contact with my freelancers is extremely important. The process that works best for us is to find the freelancers whose work best fits our needs. At that point, the portfolio gets dropped off and reviewed. Then, we call the freelancer in to discuss their work, go through their portfolio, and learn how they like to work. Finally, we are able to determine if they and their work are the perfect fit for our department and the project.”

Rob O'Reilly, Senior Art Director at Access Advertising in Ontario, Canada adds, “Personal contact is a slow process but I make the time. It is very important to get along with the freelancer in order to establish the best creative execution and commitment to the project.”

With the number of freelancers competing for jobs, clients have added on new factors to evaluate the freelancers they will hire. Beyond technical skills and creative vision, here's a more thorough checklist. Use this list when designing your next portfolio presentation and any kind of self-promotion.

• Range of media experience
• Number of active clients
• Turnaround time on typical projects
• Other related services available
• Project production management skills
• Flexibility and the ability to take direction
• Meeting deadlines and the ability to change direction
• Communication skills with management and vendors
• Knowing how to ask the right questions on a project
• Reliability and follow through is very important
• Balance of creativity and business sense

E-commerce is here to stay but don't retire those print and transparency portfolios quite yet! Many clients see electronic self-promotion as a two-step process. Some will look at a Web site or CD-ROM and call in the "real" portfolio. Some will receive your direct mail or call and then go to your Web site. Many times, the decision to even look at a CD or Web site is based on the client's industry type.

This is still a pretty controversial question and clients have lots to say on the subject! Here are some of their comments:

Michelle Gauthier, Waterloo Maple Inc., “For my type of business electronic promotion by the freelancer is a vital tool. As a software development company, we look at both CD-ROMs and Web sites. I am a strong advocate of electronic media!”

Tracy Smith again, “It takes an effort to view electronic promos and I still prefer printed finals presented by the person”

Stephen Schaf, BJC Design Communications, “Electronic promos are critical especially when the ad agency and art director are unaware of the freelancer's style”

Susan E. Morgan, Musicland Group Inc., “They are creative and technical but I won't hire just based on a Web site or CD-ROM.”

Meredith Brison again, “I don't care for electronic self-promos. They make it hard to verify quality and the materials used for the project. I would much rather 'touch' the artwork. On many sites, I can't even print anything to view or keep on file for future reference.”

Michele Virnig, Newell Office Products, “I think they are great. It always impresses me when I see a freelancer with their own well-designed and produced Web site.”

Rob O'Reilly again, “I find them very impersonal and the artwork all starts to look the same. The format is limiting and does not show me what is unique about working with this freelancer.”

Marcelo Oliver, Anatomical Chart Company, “I personally prefer something that is printed unless the actual project requires an animator or Web site designer”

Lisa Hastay Benavides, Region XIII, “I think electronic self-promotion is wonderful. It is easy for me to access and always available on my own time. I recommend freelancers use a well designed Web site with an eye-catching direct mailer with a contact name and directions to the site.”

Finally from Michael Standlee, Creative Director, Michael Standlee Design, “When looking for a freelancer, I first look through a folder with direct mail promotional pieces I've collected. I love electronic self-promotion, especially a good interactive CD. Web sites can also give you a flavor of the artists' work.”