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Sales Strategies
Portfolios To Win Today’s Clients
By Maria Piscopo

The portfolio provides the focus and direction for any creative services business. Since a new or updated portfolio gets creative professionals and their clients excited about working together, it’s time for that long overdue review of your portfolio.

For many creative professionals, portfolio presentations are not as effective as they could be because they are not "packaged" or planned. Many show just a disorganized collection of work they have done, HOPING the client will find something they want. This accumulation of work is NOT a portfolio, it is a "body of work" various portfolios are pulled from. Each portfolio pulled out of the body of work will target the client and the creative that the professional wants to do more of (not necessarily the work being done now). There are two major areas to concentrate on when planning a new portfolio presentation. First, what is shown in the portfolio and second, how to show it. Schedule the time to do this work. Overhauling the portfolio is not the kind of project that can be done when there is nothing else to do. It should be treated like any assignment and be given a timeframe and budget.

Start with what creative "specialty" the portfolio is showing and selling. Be specific as to the style or the type of work (corporate, editorial) or the industry (food, fashion, travel, healthcare) or the subject (people, products). Then, build the portfolios around the images that best represents this work. Client-assigned jobs may not reflect your best work. Every professional has done work with budget or creative restrictions that kept them from doing their finest work. DON'T SHOW IT! Never include a piece in the portfolio just because it was paid for. What if this is a new portfolio and there are no images to show? What if this is a transition portfolio or you are just starting out? The answer is SELF-ASSIGNMENTS. For example, if the goal is to do more annual reports, then create self-assignments built around the problems and solutions found in an annual report assignment. For fashion assignments, select a fashion product and produce a portfolio project to promote it. Self-assignment work is NOT personal work. It always has a "pretend" client and problem - along with the solution.

Now, look at how the work is shown and some new portfolio formats. For the portfolio format, stop and consider the impression it gives to the client. Clients get an immediate (often indelible) image at first glance, even before seeing the work! The portfolio case should look like an extension of the work wanted, not something that is haphazardly put together. Whether the portfolio will be shown or travel to the client, look for a case that has some personal distinction. A custom case manufactured specifically for the work is one of the best choices. Choose size, color, materials along with the name or logo added to the outside of the case and each of the laminations. At a local art supply store, buy the more expensive and classic leather rather than the cheaper vinyl or ask to look through their supplier’s catalogs for something just a little different or unique! Don't overlook the possibilities luggage store outlets or even hardware stores offer for a choice of portfolio cases. A client will assume if the portfolio is poorly produced or presented, the work would be to. Worn mats, tired-looking transparency sleeves and unmounted presentation pieces must be pulled and re-packaged. One of the biggest decisions to make is whether to show the work as reflective art or transparency and when to create an electronic portfolio. Right now, the best rule is to show what the majority of your prospective clients are comfortable with and be on-line with your portfolio BEFORE a client makes such a request. Each client market will be different. Some will prefer print over transparency, others prefer digital files or on-line portfolios. Check with the prospective client base you are selling to before deciding! In conclusion, the creative services marketplace is much to competitive to overlook the advantage of a professionally presented portfolio. So take a deep breath, make the time and find the money and get to work!