Why should freelancers continue their education to improve their talent?Although a strong business requires you to be business-savvy, a huge part of your career does, indeed, revolve around your artistic gifts. Advance your skills and you can boost your creative edge along with your value as a competitor in the industry. You don’t have to earn a degree in your field to excel. Other options include obtaining certificates, taking courses, joining industry organizations, networking, and becoming a thought leader in your field. Let’s take a look at the many paths you can take to enhance your skillset and stand out from other solo-pros.
Taking courses can be useful to enhance your professional know-how and form connections. Susan Johnston (www.susan-johnston.com), a freelance writer from Massachusetts, earned her Bachelor of Science in Communications from Boston University in 2005, and obtained a Certificate in Writing for Professional Communication from Emerson College in 2010. (Many colleges today offer certificates to allow those with a bachelor’s degree to specialize in a field without earning as many credits as would be necessary for a master’s degree.)
“It was…less of a time commitment than an MFA but still gave me something tangible that I wouldn’t get from a…one-off class,” she says. Overall, Johnston says the certificate program gave her feedback and polished her communications acumen. “I don’t think it’s convinced clients to hire me per se, but it certainly helped hone my skills and connected me with a wonderful network of professionals,” she says. “Oftentimes prospects see Emerson College on my resume and tell me they’re also alums, which creates an instant commonality and easy talking point.”
Johnston says if freelancers are satisfied with the level of work they produce and are landing the clients they want, they do not necessarily need to enter a program; sometimes a single class can be just as valuable to learn something new or reinvigorate your creativity.
Why should freelancers continue their education to improve their talent?
“Most freelancers went to school to study a specific craft: design, writing, photography, etc. We didn’t take business classes because they weren’t required. When we were in school, we didn’t see a need to take them, thinking we’d graduate and be working for an agency or company. Whether by chance or by choice, once out freelancing, we need to know how to run a business. That’s why continuing education is so important, especially if you want to move to the top tier of freelancers and conduct business more professionally.”
—Julie Cortés, co-founder, www.freelancersu.com
Resource
A few sites with useful courses include www.howdesignuniversity.com, www.teamtreehouse.com, www.codecademy.com, www.iwanet.org, www.bediabistro.com, and www.poynter.com. Fine artists can typically find courses locally because the arts tend to be more hands-on.
Discovering how to operate a business can be just as beneficial as taking a course on a new software application or crafting technique. Luckily, a few fellow solo-pros have gained notoriety for aiding free-lancers in success. Ed Gandia, who runs the International Freelancers Academy (www.internationalfreelancersacademy.com), is one of them. Julie Cortés is another that’s putting useful information out there to arm freelancers for success.
Cortés, a Kansas-based copywriter, started Freelancers University (www.freelancersu.com) in 2011 as a continuing education portal for freelancers. Freelancers University once offered a course titled “How to Grow a Pair and Train Your Clients.” As part of the class, she covered topics such as setting and sticking to business hours, informing clients on scheduling and communications, and using industry standards such as contracts, deposits, and payments.
“A soft-spoken, divorced, single mother in her early 50s attended the class, primarily to learn how to deal with a client she was struggling with,” Cortés explains. “By the end of the class, you could tell she was completely empowered to go train her client who was taking advantage of her and her schedule.” The next time Cortés saw the woman, she was elated. The class had given her the advice necessary to put her foot down and stop letting the client take advantage of her schedule. “That was just music to my ears,” says Cortés. “I’ve always had a love for freelancers’ rights…probably because I experienced way too many injustices when I first started out in my freelance copywriting career.”
What do you find is the biggest area freelancers need to know more about?
“I think it’s important for freelancers to understand our industry standards (such as having a contract). So many businesses—large and small, agency and corporate alike—have this mindset that they can dictate how freelancers run their businesses. This is so not true! There are plenty of industry standards for solo creative professionals that, if we all just knew what they were—and practiced them, we could start turning the tables on these businesses who like to think they can take advantage of the solopreneur.”
—Julie Cortés, co-founder, www.freelancersu.com
In discussing Johnston’s certificate, it’s important to note that hers was an academic credential; certifications from industry organizations can be just as valuable. Trade groups administer these certifications.
My resume-writing certification, for example, is backed by a prominent career coaching and resume organization. It looks fantastic on my resume and in my biography, and has led to many gigs and provided several networking opportunities.
Certifications are not a must, but they do lend an air of credibility to your brand. For example, if you build Web sites you may want to or earn a certificate in Web site development. Some groups will require you to maintain membership to hold your certification. Poke around on-line at forums specific to your industry and ask other creatives about any applicable credentials that may benefit you.
You don’t have to enter a classroom to expand your abilities. Trade organizations exist for just about every profession out there, and can be a respected resource to learn more and expand your network at the same time.
Johnston is a member of the American Society for Journalists and Authors (ASJA) and has been to a few conferences—even speaking at two of them. The ASJA offers a Grievance Committee that can advise her on financial issues and assist her in obtaining payment. She also joined www.freelancesuccess.com, a paid on-line community that enables her to share leads, find writing markets, and compare notes on pay rates with other solo-pros.
Jay Rogers (www.jayrodesign.com), a Georgia-based designer and illustrator, says joining his local AIGA (formerly the American Institute of Graphic Arts) chapter has been instrumental to his career. He leads an ongoing roundtable event for studio owners and freelancers. Not only does he get solutions from others, but it gives him a sounding board to commiserate when he needs to vent. “It has been invaluable to me to meet others in the same position as me,” he says.
Lisa L. Owens (www.llowens.com), a writer and editor from Seattle, is a long-time member of both the Editorial Freelancers Association (EFA) and the Society of Children’s Book Writers and Illustrators (SCBWI). She says she always recommends that rookie freelancers get involved when they join a group. “You are always free to just pay your membership fee and wait for the benefits to roll in…but when was the last time you experienced a boon to any aspect of your work life from doing nothing?” she says.
Owens continues to volunteer with the EFA because she says it has helped her form other professional connections that she will benefit from for the rest of her career. She organizes chapter events and monitors the organization’s Facebook page; two activities she says have helped her meet colleagues while staying current on industry news. “Self-employed creatives so often work in relative isolation,” she notes. “The right professional organization provides you with a receptive group of coworkers that reminds you that you’re not alone.”
The nice thing about industry organizations is that they can offer interesting seminars, access to health insurance, and other benefits along with exclusive content and on-line forums. These groups can also be fantastic for staying on top of your industry and connecting with others in your field.
Why should freelancers consider joining a professional association?
“Assuming the group is a good fit with your professional niche, the membership fee usually comes back to you in the form of paid-work opportunities. Potential clients might see your information in the member directory; you might meet new clients at association events or get referrals from other members. A prospect might see the group listed on your LinkedIn profile and take you more seriously.”
—Lisa L. Owens, writer/editor, www.llowens.com
We discussed networking as a way to market yourself and generate leads, but the professional development side of networking can be just as useful.
Networking for professional development involves connecting with colleagues for support rather than leads. Typically you would join a group of professionals in your field; in my case, I could join a writers’ group to discuss my work, gain feedback, and receive support. You do not have to spend tons of money or even venture out of the house to do this; several on-line forums along with social media can link you with colleagues.
Some organizations may not offer seminars with formal learning, but that doesn’t mean you can’t learn a lot. Explore the group first; see if you can go to a meeting to check it out or chat up some of the members on-line. They may offer educational speakers and useful seminars. If for nothing else, you will definitely meet some cool people with the same unique vibe you have!
A good way to expand your horizons as a creative professional has nothing to do with education. In diversifying your brand, you can offer related services and set up alternative sources of income. For example, I am not only a copywriter; I write magazine articles and books, too. Those related services integrate my skills, and are also personal passions I have leveraged to make extra income.
I know many Web site designers that have taken on Web development as a means to offer complementary services so their clients can use them to create a logo and a Web presence. Some Web developers possess copywriting capabilities too, so they can offer complete Web site services to offer design and copy.
As you become more well-versed in your business, you may want to consider how to spread your wings. It’s not only a good way to bring in extra income; it ensures that you don’t get “bored” doing the same thing all the time. Let your brand evolve and consider branching out with what you have to offer. You probably know how to do that once you put your mind to it. After all, if you are a painter, you can probably segue very easily into becoming a watercolor teacher. This uses your skills so you can offer related services and earn money from them, too.
California-based Luke Mysse (www.lukemysse.com) likes to call himself an “activator” more than a graphic or Web designer because he stimulates marketing platforms through design. Mysse has a passion for sharing his message, which is why it was a natural move to add speaking to his professional repertoire. “Speaking was one of those things that I felt like I should be doing,” says Mysse.
After giving a talk at a local AIGA event, he got a call to speak at the HOW Creative Freelancer Conference. Since then, he’s spoken for several business audiences at conferences and other events—he loves it. Mysse believes that you have to have some sort of speaking talent to begin, and advises novice speakers to join Toastmasters International (or similar groups that focus on professional skills) to reinforce your abilities.
The secret to his success is authenticity. Mysse ties his own struggles as a freelancer into his talks and lets himself become a bit vulnerable during the speeches. That’s helped him to connect to audience members, which is what he believes keeps speaking gigs coming in.
How do you know if speaking is right for you? So long as you have a relevant message and can elevate it to a level where you are comfortable delivering a presentation, speaking can be fulfilling—and a boundless source of extra income.
What makes a good speaking presentation?
“I think the honesty and transparency thing is big. I think being who you are and not trying to be something else is huge. People connect with people who are real.”
—Luke Mysse, designer/speaker, www.lukemysse.com
Another way to advance your career is to publish your own book. Let me illustrate the different publishing models, because I’ve used different strategies for each of the books I have published.
When you start out with a book idea, you probably want to “go big or go home” and land a huge publisher. You want your book in all the stores; who doesn’t? The reality is that it can be hard to publish a book, particularly non-fiction, because landing a big publisher is largely based on your platform; your ability to write can sometimes come secondary. To get to the big guys, you generally have to have an agent; some won’t even look at your idea without an agent to shepherd the deal. An agent is also a good “in” when approaching medium-sized and smaller publishers. Acquiring an agent is challenging; you do not hire the agent, the agent has to agree to represent you (typically based on a proposal), then he or she sells your work to a publisher.
You can also approach certain publishers on your own; in general, smaller or niche publishers are open to unagented submissions.
Thanks to self-publishing, anyone can publish a book via either a self-publishing service, or simply offering your book on-line. If you self-publish with a service such as iUniverse, you can create a physical book to sell. Many freelancers also create short e-books and publish them on their Web sites.
Must-Reads
The Well-Fed Writer: Financial Self-Sufficiency as a Commercial Freelancer in Six Months or Less by Peter Bowerman and The Renegade Writer: A Totally Unconventional Guide to Freelance Writing Success by Diana Burrell and Linda Formichelli
Jim Krause (www.jimkrausedesign.com) never intended to be a writer. The designer, illustrator, and photographer from Washington says he had come up with a brainstorming technique that he thought may be helpful for others. That’s when he derived the idea behind his book, Idea Index. He took a different foray into the publishing world: He skipped the idea of landing a literary agent and chose not to self-publish. Instead, he came up with a book proposal, then went to a bookstore, and wrote down the names of publishers who were putting out the best books on similar topics. One ignored him, another passed on the idea, and the final (HOW Books) wound up publishing the book.
As a result, Krause has penned more than a dozen books covering the creative field. He says that the exposure from being published can be significant; plus, it can help you secure more clients and, ultimately, better rates.
“From my perspective and experience, there is no definite right or wrong way to get something published,” he says. “The main thing is simply to do something. If that something works, fine. If not, try it some more or try something else.”
Resource
www.writersmarket.com publishes Writer’s Market yearly, a book and on-line database packed with listings of publishers and agents. Also visit www.pred-ed.com, www.sfwa.org/for-authors/writer-beware, and www.absolutewrite.com to learn about publishing.
You don’t have to pen a book to be a valuable contributor in the creative world. Blogging has opened up doors for plenty of freelancers looking to share their insights and connect with others.
All you need is a Blogger or WordPress account to get started; the rest is rather easy. Just keep in mind two things: You need to have something valuable to say or show off, and you need to post regularly to keep visitors returning for more. Opening up the posts to comments is a great way to connect with others and spark lively discussions. Share posts on social media or submit guest posts to bigger blogs in order to get the word out about yours. Once a blog is established, you can make additional money by offering courses and posting ads from sponsors on it the way Andrea Scher does at www.superherolife.com.
Of course, you’ll want your blog to center around a concept. Maybe you’re an artist who combs the Web for cool resources and samples of delectable designs. A writer may offer tips on writing or interview other writers. Some people turn to blogging as a full-time career, but you don’t have to make it your mainstay to do well at it.
Must-Reads
Blogging for Creatives: How Designers, Artists, Crafters and Writers Can Blog to Make Contacts, Win Business and Build Success by Robin Houghton and Blog, Inc.: Blogging for Passion, Profit, and to Create Communit by Meg Mateo Ilasco and Joy Deangdeelert Cho
If writing isn’t for you, maybe you’re looking for another way to spread your creative wings.
I began podcasting on Freelance Radio a few years back, and the experience has been beyond rewarding. I receive countless e-mails stating that the tips and stories I have shared helped others. And to boot, I’ve landed some pretty cool gigs across the globe thanks to the exposure.
Starting a podcast isn’t as easy as it sounds. You need the right technologies in place aside from a computer with a microphone. When I pod-cast, it is just as a panelist; I never did any of the tech work. Freelance Radio was only possible because Dickie Adams did all the sound and recording “stuff” behind the scenes. Even Von Glitschka contributed to designing a logo. I simply participated in the discussions. Like Corey Feldman in the film The Goonies, I was the “mouth” of the operation.
If you have fresh ideas for a show, and, like blogging, you can commit regularly to podcasting, this can be a wonderful way to position yourself as a thought leader in the creative industry. People new to freelancing are looking to connect with others in their shoes and get valuable tips on staying in business. Newbies and veterans alike appreciate the information and likely make awesome guests as well.
At the time I was writing this book, Freelance Radio was on a hiatus, but I am hoping the show is back and running by the time you read this. You can check out our archive of episodes at www.freelanceradio.com or find the show on iTunes. I promise that, if nothing else, it will entertain you. (And you’ll be able to laugh at my “Joisey” accent!)
Resource
Listen to podcasts on freelance life at www.freelanceradio.com, www.freelancejam.com, www.freelanceadvisor.co.uk, www.free-lancefolder.com, and www.thedeependdesign.com.
Another way to advance yourself professionally involves sharing your insights and giving others instruction on how to develop their talents and professional aptitudes. A freelancer friend of mine has begun to work with an educational company teaching others about illustration and design techniques. I know another solo-pro who develops courses in photography and personal growth, and promotes them on her blog.
Another avenue for teaching is to approach trade organizations and companies with a course idea. Several of the Web sites you turn to for industry information offer valuable classes that you can take—and teach. Going to your local university, community college, or community education program is also a fantastic idea if you want to explore teaching.
You’ll notice that these five revenue streams are often used interchangeably among many veteran freelancers, though some only focus on one. Starting out as a rookie, you may be focused solely on building your business, which is a good idea. As time goes on and you gain some expertise, though, you may want to contemplate expanding your platform.
All of these are fabulous ways to make some extra moolah based on your talent and cultivate it at the same time. The key is finding out which ones encompass your creative edge. If writing isn’t your thing, you may not want to consider writing a book. But if it’s something you have always wanted to do and you think you have something insightful to say, go for it.
Alternative revenue streams require passion because they come secondary to your business, so make sure you have the devotion and enthusiasm needed to sustain them. At the end of the day, these may require more work, but they can go a long way to make your career more fulfilling, bolster your brand, and, in turn, help you land even more clients.
Sweet Success
A Passion for Helping Freelancers
In 2003, Julie Cortés had been plugging along as a free-lance copywriter for half a decade when she formed the Freelance Exchange of Kansas City (www.kcfreelanceexchange.com). Cortés formed the group because she believes that freelancers often deal with the same issues yet never share them. She thought, “Why don’t we swap notes with one another on what works and what doesn’t, and if we don’t have the answers, we’ll bring in an expert to teach us?”
Not only is the organization (www.kcfreelanceexchange.com) helpful for building a network, the group hosts an annual portfolio showcase and an awards show. Cortés wanted more, however, so she developed a business plan for Freelancers University.
“With this concept, I realized I could get back to my true love of educating other freelancers,” she says. “Freelancers U was born to offer individuals an opportunity to master the fine art of being self-employed. It essentially picks up where your formal education left off… you can discover all the little nuances it takes to start, run, and succeed in the wonderful world of freelancing.”
Beginner Mishap
Stumbling Over Oneself
When copywriter Alexandra Franzen (www.alexandrafranzen.com) first launched her professional writing business, she knew that she wasn’t sure who she was, or who she was becoming. She attended a few networking events for guidance.
At events, others would ask her, “So what do you do?” That’s when the Minnesota-based writer was at a loss for words. “I’d freeze like a startled rabbit, rack my brain for the most appropriate answer, and then sputter out something dull, vague, or simply bewildering,” recalls Franzen, who believes her mistake was pretending to have a polished job title and introduction. “I was moving through a necessary, brave, and undeniably awkward growth spurt. If I could swoosh back in time, I would’ve honored and owned my awkwardness, instead of trying to unsuccessfully mask it.”
Her lesson to others who are just figuring out their business and how to develop professional skills is to be honest, humble, and human, “whether you’re at the top of your game—or figuring out what your game is in the first place.”