Hi
@SuziIID and welcome.
OK, the challenge you have with graphic design is that people don't always see the value in your talents before they use you. And, even when they do, they often don't want to pay for it.
Like you say, the rise of Upwork, People Per Hour and Fiverr have damaged your industry because people are designing websites, emails, packaging and brochures for $20. You can't compete with that.
So what do you do? How do you get more clients (who will pay you) and more income?
My suggestions are as follows:
Step 1. Think about you first!
You are probably brilliant and you need to demonstrate that. Nobody knows you exist unless you get yourself out there and create a following. I expect you have a portfolio but so does every other designer, so you need to start to become an authority.
- Set up a YouTube channel - Start shooting videos around how to create brilliant design that delivers impact. Communicate how great design (web buttons, packaging, brochures, etc) can drive sales and awareness. Show examples of other people's work. It's not just about your talents, it's about demonstrating you know about design and you are an expert.
- Create a Dribbble page - Dribbble is the social network for designers (as you probably already know). Get on there, network and be active. If you get to know people then they will pass you work when they are maxed out. You'll be their 'overflow partner'. Whilst other people in your space are the competition, they are also allies!
- Start Posting on LinkedIn - Design is not something people need all the time but, if you can plant the seed, then you will be their first port-of-call when they need it. The beauty of design is that it is very viral so your best work should be easily shareable. Make sure you post client case studies too. Social proof speaks a thousand words..... as does a picture.
Before you go down the route of advertising;
- Make sure your homepage communicates a distinct benefit. Pictures are nice and so are words about you but customers want to know what's in it for them! Think 'customer pain'. What keeps them up at night?
- Set up a email capture on your site (SumoMe or Optinmonster) - You must collect leads from everyone who visits your site. Give them a reason to sign up (for example, A short ebook on the 10 Most Common Brochure Design Mistakes). Nobody wants to make design mistakes do they?
- Link all your social networks to your site and your work on your site. Make sure you give people the opportunity to share.
Step 2: Network to get opportunities
- Who did you go to school with?
- Who did you go to college or university with?
- Who does you family work for?
- Who's in email address book?
- Who did you meet on holiday?
- What was the name of that person you met at the wedding?
Maximise relationships with all these people to get your work out there and open some doors. You'll be surprised at how often this brings in work.
You could even try Meetup.com and join small business LinkedIn groups that have regular events. Don't think design, think 'business'. Even if you meet people who are accountants, they will know people who they can recommend your services.
It's all about
WHO you know, not what you know!
Step 3: Give a FREEBIE to someone in need
I've found that the best way to start a conversation with a potential client is to offer something for free. Ouch! Yes, I know that sounds painful on the bank balance but it works.
Potential clients need to get a taste of how good you are. They want low-risk / no-risk ways to test a service before they take the plunge, especially if they already have a designer they like.
Many companies stay with the same suppliers for years because they like them and they haven't even realised the quality of work has gone from good to bloody awful.
My approach is to offer a quick audit where I can add immediate value to a company's online sales. In your case, you could identify something on their website / brochure or packaging that is potentially damaging their brand and then offer to redesign that part for free.
Make sure you give valid reasons as to why the current design sucks and tell them how your revamped design will transform their message and deliver more impact.
This approach may set you back a few hours but it beats p155ing money away on advertising that may not even work. You also get the chance to start a conversation and build a relationship with the prospect.
Step 4: Create an Online Design Course
Whether you know it or not, your skills and knowledge are in demand from people all over the world. So why not use that knowledge to create a course and teach people?
Think PASSIVE INCOME. Once it's created, it's there for good. You just need to spend a bit of time marketing it and getting people to find it.
This will earn you money when you sleep, if you can create a good course, the income will just tick over. Nice!
Check out Teachable, Thinkific, Skillshare, Udemy, etc
So, in summary, save your money on advertising and start getting out there and meeting people because it works.
I hope this helps.
Matt
