1. People You Know
Don't be shy about letting your friends, relatives, neighbors, the guy who mows your lawn, your Avon Lady, and every one else know about your new desktop publishing business. Give them your card and/or brochure. Explain what you do. Give them extra cards and ask them to pass them around to people they know. You might find new clients among old friends.
- Since some of your cards may be given to people whom you've never met and haven't had a chance to talk with, consider putting coupons or additional information on the back of your cards to help entice them to call.
- Word of mouth is one of the best ways to get clients. Once you start getting clients, treat them as 'People You Know' and ask them to refer new clients and tell people they know about you. Offer them a referral fee (for example, 10% off labor costs of their next job if the referral becomes a customer).
2. Networking
Join local networking or small business groups or the Chamber of Commerce in your area. Some of the perks include free or low-cost advertising in their publications, business card exchanges, and other ways to meet fellow business owners who need your business. Often group members offer discounts to fellow members so you can also get good prices on services that you need.
- Don't overlook the value of networking with your competitors. They may need to subcontract work from time to time or may be willing to pass along your name when they are too busy to take on new clients.
- Make contact with related businesses. The local quick printer could refer clients who need extra design help. Local copywriters may have clients in need of someone to make their words look pretty.
3. New Businesses
New businesses need business cards, brochures, letterhead, forms, and other materials. If they aren't a desktop publishing business, they need you to design those things for them. Check the public records in your county for new business applications (incorporation, assumed name applications). You can approach these companies by a combination of cold-calling and direct mail.
4. Makeovers
There are plenty of materials out there that could use a facelift. Sometimes the person or business using those items doesn't realize how much better it will look with your expert assistance. Do a makeover of restaurant menus, sales fliers, ads, or other materials you encounter then present the original and the makeover to the business to show them what kind of magic you can work. Sometimes seeing their own materials transformed is more convincing than the finest portfolio.
- Some business may not take kindly to having their materials critiqued (especially if the owner or a family member created it). Present the change as an "update" or simply as an alternative layout rather than saying "Hey, look how much better I made this ugly brochure look."
- There's always the possibility the business owner might take your design and use it as is or hand it over to someone else to recreate. If this concerns you, avoid leaving behind your mock-ups. Make an appointment to sit down, discuss the makeover, and turn the prospect into a client. This forum discussion presents pros and cons and alternative approaches for doing makeovers.
5. Web Site
Put up a Web site to market your business while you sleep. You'll have to market your Web site itself as well by getting it listed in Web directories and search engines but it can be your silent partner in the search for clients.
6. Free Publicity
Learn how to write effective, compelling press releases and send them to all the appropriate media outlets in your area.
7. Leave-behinds, Bulletin Boards
Grocery stores, laundry mats, post office box rental places, and many other types of businesses often have bulletin boards or even counter space where you can leave stacks of business cards or post fliers describing your service.
- Design fliers with the little tear-off tabs that include your phone number to post on public boards.
- Create fliers that focus on one specific aspect of your business or are tailored to the audience likely to see your materials in that location.
- Change fliers periodically. Consider seasonal themes.
8. Yellow Pages
Consider an expanded listing, or if you can afford it, a yellow pages ad.
- Some cities have multiple yellow pages or business directories put out by competing businesses. Before you pay for a listing, find out the coverage for each book (all over town or just certain areas, how many copies distributed).
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Freelance Design > Start a Desktop Publishing Business > Finding Clients
