At first blush, it didn’t seem like such a fortuitous meeting. It was 1994, my stumbling, halting first year as a commercial freelancer. On the side, I was writing columns for a local Atlanta rag. I’d been put in touch with the graphic designer who was laying out the publication I was writing for, to address a spacing issue for my piece. We connected, resolved the issue, end of story. Not. SO not.
That designer ended up getting me in the door of the design firm where she worked, which yielded many thousands of dollars in billings for copywriting jobs over the next 4-5 years. As as we worked together on a bunch of commercial projects, we developed a rapport, a collaborative working style and plenty of mutual respect.
When she launched her own one-person design studio in 1997 (the talented ones always do), I was her first call when the freelance gigs she landed required copy. And even when her clients didn’t think they needed a writer (but did), she’d lobby to get me involved. Why? Because she’d seen, over and over again, how my writing enhanced her design, her clients’ satisfaction, her overall value proposition and her repeat/referral business.
Which, incidentally, is one of the key answers to the question, “What does it take to become a designer’s ‘go-to’ writer?” And I’m telling you, if you’re writing commercially as even part of your writing mix, you owe it to yourself to forge some alliances with graphic artists.
This woman, a one-person shop, has been, without question, my #1 client in terms of billings in my 18-year career, putting many tens of thousands of dollars in my pocket in that time. Our partnership has truly been a golden goose for this boy’s career, and I know I’ve made a big contribution to hers. She’s gone as far as to say, in a testimonial on my copywriting site, “Our creative alliance has played a key role in sustaining MY successful freelance career for close to 15 years now.” And it gets better…
She took on a second designer for a while as her business really blossomed, and I clicked just as famously with her as I did with her boss. And when that second designer eventually went out on her own again (she was already a 20-year design veteran when she was working for my lead designer), I became her ‘go-to’ writer as well. And as these two creative pros built their own businesses, landing work for themselves, that often meant finding work for me as well, and with little or no effort on my part.
What about reciprocity? Didn’t they expect me to bring them just as much work as they brought me? Actually, no. Obviously, I’d always give one or the other the work when a commercial freelancing project I’d landed required design as well (usually smaller- to medium-sized companies, of 50-200+ employees; companies of this size don’t typically have the in-house creative resources to fully execute these projects, but generally have the money to contract those services).
But, it was never expected – just a nice bonus when it happened. In their estimation, what I was contributing to their projects was enough. As a result, far more work flowed to me from them than the other way around.
So, make those design connections. If you’re in any decent-sized major metro, you’ll find a bunch of them (just Google “Graphic Designers – (your city)” for starters. And even if you’re not, our wired world has pretty much made geography a non-issue. Visit their sites, make sure they’re established, with a good reputation and doing good work, and then contact them. And remember, being the right writer is as, if not more important than finding the right designer. Happy hunting!
I invite you check out my new ebook entitled, Profitable – By Design: Tapping the Writer/Designer Partnership Goldmine. In it, I lay out all the details of a strategy that’s absolutely been my bread-and-butter for close to two decades. Check out the skinny here.
And join me for a no-charge teleseminar this Wednesday, 6/15 at noon PST (3:00 p.m. EST), when I’ll be a guest on Carol Tice’s Freelance Free-for-All. But you need to register in advance (AND pose a question). Get all the details here. Hope you’ll join us…
Have you built any partnerships with designers?
If so, how did you go about putting them together initially?
And how have they worked out for you?
If they’ve been lucrative, what have you found to be the expectations from the designer?
Any other comments on your experience with this strategy?
Want to be a guest blogger on The Well-Fed Writer Blog? I welcome your contribution to the Well-Fed writing community! Check out the guidelines here.