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CREATIVITY EQUALS CASH How To Profit In Niche Marketing with An Online Graphic Design Business Compliments of http://www.WOW-Content-Club.com Published by WOW Enterprises Inc. Visit our Various Websites at www.The-WOW-Experience.com Page 1 of 77

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Page 1: CREATIVITY EQUALS CASH · TABLE OF CONTENTS WELCOME TO THE ONLINE WORLD OF ENTREPRENEURS!.....4 Profitable niche marketing with an online graphic design

CREATIVITY EQUALS CASH How To Profit In Niche Marketing

with An Online Graphic Design Business

Compliments of http://www.WOW-Content-Club.com

Published by WOW Enterprises Inc. Visit our Various Websites at www.The-WOW-Experience.com

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TABLE OF CONTENTS

WELCOME TO THE ONLINE WORLD OF ENTREPRENEURS! ........................4 Profitable niche marketing with an online graphic design business............................................................................... 5 Why start an online business? .......................................... 6 Graphic design is dynamic ................................................ 8

Who needs designers? ..................................................................................9 Key attributes of successful designers .......................... 10 Graphic design talents that attract and sell business... 12 Required elements of graphic design............................. 15 Lucrative Niche Market for Graphic Design ................... 17 KNOW WHERE AND HOW TO START YOUR ONLINE BUSINESS................18 Tax Identification Number and business license........... 18 Questions you need to answer........................................ 19 Establish a timeline........................................................... 20 Define your space ............................................................. 21 Getting Started: Define your niche market .................... 23

Consider these specialties or sub-specialties ..............................................23 Leveraging the Tools of the Trade .................................. 25 Images that Work – More tools you need ....................... 28

Restricted use of images? ...........................................................................28 Free or purchased images?.........................................................................29 Vector images (illustrations).........................................................................29 Establish an image library............................................................................30

Equipment and hardware ................................................. 31 Convey the right message! .............................................. 35 Brand imaging................................................................... 36 TARGET THE MOST LUCRATIVE AUDIENCE.................................................37 Market your services aggressively ................................. 37 Build far-reaching relationships...................................... 38 BUILD A WINDOW INTO YOUR BUSINESS – YOUR WEBSITE.....................41 Dynamic, professional portfolio ...................................... 42

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Websites that attract traffic.............................................. 44Determine your web host .............................................................................44 Design and layout ........................................................................................45 Naming for success .....................................................................................45 Logos with energy........................................................................................45 Authority status ............................................................................................46 Newsletters and ezines................................................................................46 Email and other contact information ............................................................47 Surveys........................................................................................................47 Contact information......................................................................................48

Other potential uses of websites..................................... 48 Privacy statements and websites.................................... 49 Drive traffic from your blog to your website .................. 50 PRICE YOUR SERVICES COMPETITIVELY.....................................................51

Hourly rates and pricing...............................................................................53 Price negotiation ..........................................................................................54 Communicating price ...................................................................................55 Payment options ..........................................................................................56

CONTRACTING CONSIDERATIONS................................................................58 Elements of a contract: ................................................................................59

MANAGE YOUR BUSINESS FOR SUCCESS...................................................61 Client file management tips .........................................................................64 Organizing client files...................................................................................64 Image files ...................................................................................................66 Master files ..................................................................................................66 Re-using designs .........................................................................................67 Back-up files frequently ...............................................................................68

STAY UP-TO-DATE ...........................................................................................69 BEWARE OF DERAILING YOUR FOCUS! .......................................................70

Follow your instincts ....................................................................................70 Beware of con artists ...................................................................................71 Avoid clashing personalities.........................................................................71 Beware of non-paying customers ................................................................72 Manage unrealistic expectations..................................................................72

DO WHAT YOU LOVE – LOVE WHAT YOU DO!..............................................74

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WELCOME TO THE ONLINE WORLD OF ENTREPRENEURS!

Owning and managing your own business is an exciting and rewarding step in

your career path. And when that business is an online graphic design business,

you’re joining a team of professionals with access to a huge market demand for

your services.

We’re pleased to provide you with this comprehensive Guide filled with tips,

techniques, secrets, and strategies for establishing, managing, and growing your

graphic design business. You’ll learn what is required to succeed in this business

and we’ll provide you with volumes of information to make it easier and quicker to

launch your online business.

The sooner you begin the process, the sooner you’ll reap the financial and

personal rewards of owning a business. And we’re making it easy by providing

you with step-by-step instructions and direction to make sure that you succeed in

your venture.

An online business is not only a great way to utilize your graphic design skills and

abilities, but it provides you with flexibility in your personal life as well. Working

from home and managing your online business enables you to maintain control

of your life and gives you freedom regarding the choices you make about how to

use your time.

Take time to read this Guide thoroughly before you begin, and then use it as a

roadmap to put you - and keep you - on the road to success. It will become a

valuable resource as you join many others who are already enjoying the

excitement and rewards of business ownership.

Congratulations on taking this vital step in securing your future through an online

graphic design business!

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Profitable niche marketing with an online graphic design business

Entrepreneurs, artists, and designers are constantly seeking ways to advance

their careers and capitalize on their passion for a specific product or service in a

niche market. Regardless of their field of knowledge and expertise, these highly

driven individuals possess strong skills and ambition to lead them to success.

They are driven, self-motivated, organized, and able to work independently and

with ease in their niche market.

The online world of freelance graphic design is an open playing field that is ripe

with opportunity for the individual with creativity, drive, and ambition. This Guide

provides you with the secrets and tips for establishing a successful and unique

online graphic design business.

It reveals a vast array of secrets and information related to establishing your

business, deploying effective tools and techniques for design, identifying and

securing clients, and creating a financially rewarding and personally fulfilling

business.

Our Guide reveals innovative strategies for launching your successful business

and provides you with the steps needed to climb to greater heights of

achievement in this lucrative niche market. Tips, techniques, and methods that

are easy to follow, yet are rich in valuable information, direction, and content will

quickly steer you on the road to success.

"Information technology and business are becoming

inextricably interwoven. I don't think anybody can talk

meaningfully about one without the talking about the other."

Bill Gates

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Why start an online business?

Starting an online business is a great idea in today’s fast-paced world and is

easier than ever with today’s advanced technology. An Internet business is a little

different than establishing a traditional business in many ways.

Minimal start-up costs.

An online business is very low cost to start up. However,

it does take planning, creativity, and hard work for you to

be as successful as possible. Don’t assume it’s a ‘get rich

quick overnight’ process.

Utilizes multi-tasking skills.

You have a valuable service to offer to your market niche and that’s great!

But as an online business owner, you’ll have more responsibilities to

manage - including managing the business, handling the billing and

collections, and maintaining your website.

Includes better customer tracking.

Software tools allow you to track customer behaviors, preferences, and

expectations more easily than ever. This is a great way to learn more

about what customers are seeking and how you can respond to that need.

Achieves international exposure.

Without even leaving the comfort of your home, you have instant

international exposure! This immediately expands your marketing reach

around the world to your niche market.

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Requires ‘virtual’ storefront.

Your website is your storefront and you have the ability to create a

professional, inviting, and intriguing window into your business. Creating

your professional website includes innovative design and ease of

navigation – all part of your core competency as a graphic designer.

You’re already on the road to success!

And it all starts with you.

Welcome to an online world of immense opportunity that will position you as an

expert in the profitable field of online graphic design.

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Graphic design is dynamic

Graphic design is not a stagnant business. It is dynamic and is ever-changing to

ensure designs and layouts are always fresh, new, engaging, and interesting. In

a world where creativity and business converge, graphic design is an incredible

resource in virtually every field imaginable. That means that reputable, reliable,

and creative online graphic designers are in high demand.

Graphic designers are highly visible – if their work is good, then it is immediately

recognized. If it is bad, it is also immediately recognized. That’s why you always

want to ensure high quality, innovative, energetic graphic design work!

Launching a graphic design business involves thoughtful consideration of what is

actually involved in this creative industry. Exactly what is a ‘graphic designer’ and

what unique services do they have to offer?

Understanding the range of possibilities in the design market is essential to aid

you in defining your niche market and identifying your unique presence on the

Internet.

Think about your graphic design business as the ability to visually solve problems

supplemented by text and graphical elements. A designer is charged with

creating designs that grab attention and evoke interest. Grabbing attention is the

first step. Retaining interest and attention is your longer term objective.

You do this by creating designs that work for the viewer by communicating

valuable messages through your visual design. This includes the multi-faceted

approach of using logos, graphics, product displays, fonts, layouts, and other

visually attractive tools. All of these tools contribute to the layout and design that

is easy to navigate, understand, and follow.

That’s part of the beauty of hiring expert graphic designers – they create designs

that are visually appealing and create layouts that provide value to the customer.

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Who needs designers?

Graphic design is required for websites, newspapers, magazines, billboards,

business cards, announcements, stationery, posters – anything imaginable can

benefit from expert graphic design. That creates a huge market niche for you,

your skills, and your passion!

Graphic design is an exciting and lucrative field of work. Using cutting-edge

technology, creative software programs and tools, and leveraging your creativity

and skills make it a highly fulfilling career.

Let’s explore some of the attributes and characteristics of highly qualified,

credible graphic designers who are also best suited for establishing their own

business. Working for yourself can be highly rewarding, but it does take a unique

individual to succeed.

We’ll help you prepare for the world and business ahead so you are able to

succeed in this industry as your own boss!

More than 25 percent of graphic designers are self-employed.

Most self-employed designers work on a freelance or contract

basis and the number is growing.

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Key attributes of successful designers

Before we explore the actual technical skills, training, and education required for

an effective graphic designer, let’s investigate the personal attributes required for

success.

Motivation and ambition. First and foremost, you must have the

motivation and ambition to start your online business. If you have a

passion for your work and are truly motivated to succeed, then this makes

all of the difference in the world. A “can do” attitude and the ability to turn

that motivation and ambition into real work is a key to your success.

Excellent communication skills. As a

graphic designer, you must communicate

directly with your customers – whether by

email, phone, or in person. Clear, engaging

communication skills are needed. You are

also your own ‘sales force’ so your

communication skills become even more

valuable as you launch your promotional plan and seek customers.

Being highly organized. Being successful in any business requires a

certain amount of organizational skills. This is important to aid you in

establishing your business, creating files and folders to retain customer

designs, managing your billing processes, and other aspects of business.

We’ll discuss these in more detail as we proceed – but for now, keep in

mind that you need some level of organization in your process.

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Attention to detail. Graphic design is an industry where it is absolutely

critical that you are able to pay attention to detail. Design work can

become very intricate and it is essential that you are particular with your

work. Remember, your work speaks volumes for you.

Excellent customer service skills. Being able to respond to the

individual and unique needs of your customers is important. But timely

response and turn-around is just as critical in this business. Timeliness

combined with quality and creativity will position you for future success as

an online graphic designer. You’ll have more business than you ever

thought possible when you ensure excellent customer service.

Having the skills to be a graphic designer is just part of a successful business. It

is also essential that you possess the attributes of an independent business

owner as well.

You’re now on your way to a successful future with these attributes!

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Graphic design talents that attract and sell business

Graduating from a college that is well-known for a strong graphic design and arts

program is a great advantage. A four-year degree certainly gives you an edge on

the competition.

But you don’t necessarily have to attend a well-known university or even attend

college at all. Some people naturally have the ability to design creative, dynamic,

and compelling products and are self-taught in the use of cutting-edge software

and design techniques.

Whether you’re professionally trained or you’ve received ‘on the job’ training and

are self-taught, there are some basic design skills and knowledge you must

possess to succeed. We’ve listed the primary skills needed to ensure success in

the business.

Remember that graphic design is continually evolving and changing every day,

so these skills will change as new technologies and design techniques are

discovered. Keeping your skills current and fresh is crucial.

1. Talent/Graphic design and web design skills. Having the talent and

skills to create graphic design images, layouts, and designs, including web

design, is essential. Knowing the most innovative techniques to use will

help you create compelling, value-added designs for customers. You can

play a significant role in creating websites for clients by showcasing

products and services through your graphic design skills and creativity.

2. Layout experience. Understanding the mechanics of layout of copy and

images in an effective format that attracts attention is expected. You

should have the visual ability to evaluate layouts and determine if they are

compelling and effective. This requires making use of available space to

convey the message.

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3. Logo design skills. Many graphic designers are required to create logos

for clients. These logos must be designed to represent the specific

message, product, or service being promoted. The use of various fonts,

typeface, colors, shapes, lines, and designs are important components of

creating such a logo. You should have the skills and experience to

execute development of logos.

4. Copywriter or content development skills. Although graphic designers

and copywriters perform very different jobs, you may find that you can

increase the value and demand for your services when you are able to

include copywriting services with your design work.

This is a critical decision when establishing your business – it is not

essential that you have copywriting skills or accessibility to someone who

can create content, but it is an important consideration for your business.

And here’s an important secret being revealed to you! Combining these

skills strengthens your position in this niche market business and enables

you to deliver full-service content development and design services that

are typically only available through expensive agencies and at a high

price. This can be a key differentiator for your online business.

5. Illustration skills. It is a plus if you have creative illustration skills. You

can create your own illustrations to complement your layouts and expand

your potential as a designer. In turn, it expands your potential client base

and niche market.

6. Understanding the business environment. This is a necessary skill

when managing your own business. Issues related to managing finance,

print production, billing, and other business processes is essential.

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7. Ability to work with multiple types of media. Graphic designers are

required to work with a variety of media outlets and determine deadlines,

project costs, sizing limits, and related decisions.

8. Software and computer skills. This includes experience with the leading

graphic design tools and programs, including InDesign, Quark Xpress,

Photoshop, Adobe Illustrator, and other programs, which are discussed in

more detail in the next section of this Guide.

9. Ability to work under tight time constraints. The graphic design

business is well-known for the requirement of rapid turn-around and

working under extreme time pressure. You must be able to handle this

pressure without allowing it to jeopardize the quality or timeline for delivery

of your work. Stress management techniques are helpful!

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Required elements of graphic design

In addition to the skills listed above, you should also have a good background

and understanding of basic elements of design. Establishing your online graphic

design business requires the incorporation of these elements into your work.

Among the basic elements are:

1. Line – a fundamental skill for graphic designers is the ability to create

"line." This is necessary to help arrange multiple pieces of information or

data, create flow or movement, and join pieces of information. The

objective with line is to create a document or website that effectively

provides the reader with valuable information that is easy to read,

message clarity through content and visual design, and ease of access to

important information.

2. Shape – Shape helps organize design while giving the overall meaning to

the document or website. Shape is essentially the heart of the creative

piece and is used to quickly attract readers and potential customers.

3. Mass – Being able to create designs that have proper shapes and

proportion to all objects is a basic tenet of design. A graphic designer uses

mass to determine the overall weight of objects

on the page and how they will be displayed.

4. Color – In all aspects of design, color sets the

mood and can help to balance a graphic or a

page. Lighter colors evoke pleasant, light-

hearted, happy responses, while darker colors suggest more subtle, quiet,

thought-provoking images.

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5. Texture – The use of lines, shape, and images can create the visual feel

or texture of the design. Texture brings the graphic to life and can be the

difference in a dull, flat design, or a vibrant, engaging design. Texture

gives life to the design.

6. Space – Effective use of space creates a dynamic, uncluttered, inviting

design. It makes excellent use of white space when appropriate to create

a design that is easy to read and absorb. Depending on the subject or

product being promoted, space can be a driver for the rest of the design

layout.

Incorporating all elements of graphic design successfully into your work will

ensure you have leveraged the elements to create a unique, dynamic, and

compelling message for your clients. An inviting and intriguing design that

effectively conveys the intended message with ease and clarity is the result of

optimizing design elements.

If you have skills and knowledge of these design elements, congratulations!

You’re on your way to success.

If not, you’ll need to gain this knowledge quickly!

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Lucrative Niche Market for Graphic Design

Graphic design is an incredibly broad and lucrative niche market. It offers

tremendous opportunity for designers – whether you choose to specialize in a

particular layer of service or market to the larger masses with broad products and

services. The important thing with niche marketing is to identify a product that

people want and need – graphic design meets that description of a needed

service.

Graphic design is in high demand and your online business responds to a strong

market need. However, you still may choose to focus on a subset of design

within the market. For example, you may choose to specialize in the creation and

development of logos and business related stationery and brochures.

Or, you may choose to focus on creative design of boutique services such as

invitations, announcements, and cards. The narrower your niche, the more likely

you are to narrow the market or community seeking those services - so proceed

with caution.

It is important to be realistic with your expectations of finding customers and

producing a financial return on your business. Keep this in mind as you narrow or

broaden your scope of services.

We’ll talk more about promotion and scope of services in our marketing segment

later in this Guide.

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KNOW WHERE AND HOW TO START YOUR ONLINE BUSINESS

So far, our Guide has taken you through the critical knowledge, attributes, and

skills required to establish a credible and successful online graphic design

business. You now know what it takes to succeed in this business and where you

may need additional training or experience.

Armed with this important background information, it’s time to think about the

actual work of establishing your business.

As we mentioned earlier in this Guide, organization is important to your ability to

succeed. And organization starts now. Creating a plan and a timeline for

establishing your business is your first step in the process. We’ll talk about that in

detail in the section below. But first, a little about your business entity and the

Internal Revenue Service (IRS).

Tax Identification Number and business license

Another consideration as you begin planning for your business is whether or not

you want or need to acquire a tax identification number (sometimes known as an

employer identification number or EIN). This is a federal identification number

that the IRS issues to identify business entities. A unique identifying number is

required for tax returns and other official documents.

However, if you are conducting business as a sole proprietor, which you are most

likely to do as an online graphic designer, then you can use your social security

number in place of an EIN on governmental forms, tax documents, and other

official documents. Keep in mind that most small business advisors recommend

using a federal tax identification number to protect the privacy of your social

security number.

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Obtaining a tax identification number is quick and easy and can

be done online by visiting http://www.gov-tax.com.

You should consult a legal professional if you have questions related to this topic.

In addition, be sure to research any specific state requirements for creating your

business as well. Some states or counties require a business license if you are

running a business out of your home, even if it is an online-based business.

Questions you need to answer

• what is the timeline for launching the business

• what do you want to offer and what is your niche market

• what tools and software do you need to acquire

• what hardware do you need

• what message do you want your website to convey

• who is your target audience

• how will you promote yourself and your services, and create your website

• how will you charge for your services

• how will you manage your business

• how can you stay current and on the cutting edge of design

These are all questions that must be answered now. And we’ll give you the

answers you need to succeed.

Let’s accelerate the process of establishing your lucrative online business so you

can begin to reap the benefits quickly.

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Establish a timeline

One key component of your business plan is to establish a timeline for

preparation and deployment of your plan. Having a timeframe for completing

specific components of the plan will aid you in keeping your project on track. This

is a part of your overall business planning and is something that will evolve over

time as you identify additional strategies to enhance your planning.

For example, allowing time for particular components of the plan will give you a

realistic picture of when you can expect to contact your first potential clients and

begin reaping the financial rewards of your business venture.

The following components of the plan should have a time allocation since they

are the most time consuming and thought-provoking components of the plan:

1. Creation and development of your logo and brand image (more on this

later)

2. Creation and launch of your website

3. Development of your marketing strategy (how you will communicate about

your business to potential customers)

Depending on whether or not you are already experienced and have the

hardware and software needed to deliver the business, your timeline for

launching your business is flexible.

You can launch your business in as little as two weeks or it could take as long as

two months – again, this is dependent on your current skill level and the tools

and knowledge you already possess.

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Define your space

Starting your own graphic design business is an exciting adventure for you. But

before you get started, there are some key critical success factors that will save

you time, money, and energy. Those success factors are outlined in this Guide.

One of the first critical success factors is to make sure that you define your space

for delivery of your services. Sound simple? Maybe not.

Some people believe that an online business doesn’t

require dedicated space. It just requires a PC and a few

pieces of software. But don’t be mislead by these types

of individuals.

A well-planned, organized workspace enables you to

work more efficiently and effectively – regardless of the

scope of services you offer. This is particularly true in the

graphic design business. Hardware needs such as a computer, printer, scanner,

and other supplies take up a small amount of space.

But there are other components of the graphic design business that require the

use of additional space. Creativity and productivity rely on your ability to visualize

and conceptualize various designs and layouts. You may need to use visual aids

to support your creativity.

Graphic design is also a business where seeing a proof or prototype in real-life is

more effective than seeing it in a computer file. You’ll want to have access to

adequate table top workspace, paper cutters, X-Acto knives, and other materials

to aid your design. Various sizes, colors, and textures of paper can also generate

new ideas and thoughts.

When you establish your online graphic design business, designate your

workspace to allow for these types of creative outlets. Make sure that you have:

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• Adequate table top workspace

• Sufficient desk space for printers, computers, fax machines, and other

equipment

• File space for sample materials, portfolio, and other projects

• Space for organizing and maintaining accounting related documents such

as expense receipts, billing information, tax documents, and related

information

• A large dry-erase board for mind-mapping and brainstorming

• Over-sized calendars for tracking and managing project deadlines and

visually seeing the work unfold

We also recommend that you make your workspace inspirational and

motivational by including colorful photographs, drawings, or other graphics that

create energy. A space that is visually appealing goes a long way in contributing

to the success of a graphic designer.

Your business is worth this investment in your workspace and yourself. Don’t

neglect the importance of preparing your dedicated workspace to inspire you to

greater heights in your business endeavors.

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Getting Started: Define your niche market

Now that you have the background about the graphic design market, you should

determine where you want to be in the business.

If you believe you have the skills and abilities to be a graphic designer for small

or large projects, websites, brochures, mailers, postcards, invitations,

announcements, holiday cards, greeting cards, logos, business collateral, and

everything in-between, then you will have a busy future. It is a stimulating career

that promises financial security and personal fulfillment for you.

However, you need to be honest with yourself and assess your capabilities,

skills, and abilities, and determine your vision for your business. If you’d prefer to

narrow your services to a smaller graphic design niche or specialty boutique,

then now is the time. You could decide to focus on any one, or any combination,

of many components of graphic design.

Consider these specialties or sub-specialties

1. Identity collateral: Logos, letterhead, brochures, and other business collateral

2. Directories and related products: Menus, catalogs, products lists

3. Collateral: Brochures, fliers, mailers, folders

4. Boutique services: greeting cards, party invitations, holiday cards, announcements

5. Wedding invitations and all collateral; baby announcements and all collateral

6. Website design and layout

7. Copywriting/content development combined with graphic design – creating a more comprehensive product offering

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8. Periodical covers or layouts: Magazines, ezines, newspapers, catalogs, and inserts

9. Book designs: eBook covers, book covers, layouts

10. Executive collateral: Annual reports, proposals, business forms

11. Advertising: Signage, posters, promotionals, billboards, advertisements

12. Personal materials: Resumes and supporting materials

There is no right or wrong answer to the services you offer. But it is a decision

you must make early in the process.

This is a personal decision about the scope of the design services you want to

offer. You can always reduce or expand the services you offer based on

customer demand and market need. The above listing is just a sample of the

types of communications requiring graphic design services. There are endless

possibilities and combinations for this valuable service.

Once you make this decision, it will be incorporated into all of the subsequent

steps related to marketing your services, establishing your website, and other

steps in launching your business. Of course, there is flexibility in this decision

and you may change your offering and scope of services as you proceed.

But for now, it is recommended that you start with a scope that affords you a

comfort level to succeed.

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Leveraging the Tools of the Trade

There are some essential tools of the design trade that are used consistently

among the best designers. These tools are also effective and expected when

delivering your design products online. The lingo associated with using these

tools is consistent among online designers and they will expect you to know what

they are talking about when they use these terms.

The following tools and software are recommended to successfully secure your

online business:

1. Photoshop.

This is absolutely the photo editing standard in the field of graphic design

and is a required tool for serious graphic designers. This incredibly flexible

software enables you to create an image from scratch or through the use

of an existing file. It optimizes advanced features to make your job easier

and quicker.

It deploys the use of layers, a history brush, color correction, and

comprehensive editing capabilities. It is used to create or edit

photographs, web graphics, texture editing, manipulated objects, and

much more. Serious graphic designers believe this is one of the most

important tools they possess and it is an industry standard. It is worth the

cost of $600+ and will save you hours of time in your design work.

2. Illustrator

Adobe has created Illustrator, which is known for its compatibility with

Adobe products. Photoshop, Illustrator, Acrobat, and other related

programs work effectively together. It allows for the creation of vector art.

It is another ‘must’ for serious designers.

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Illustrator is also very important if you plan to do your own illustrations for

use in your design work. It will increase your productivity and effectiveness

– saving you time and effort.

3. Freehand

Similar to Illustrator, Freehand allows for the creation of vector art along

with other capabilities. Macromedia produces Freehand as a tool for line

art, cartoons, logos, resizing images, and related tasks. However, it is

important to note that it is not used for photographs. Vector art is usually

very clear and precise regardless of the size of the images utilized.

4. Quark Xpress

Creating layout from brochures to books is one of the functions of this

software program. It helps to define the page size, margins, typeface, text

flow, and other elements of design. It is used for books, magazines,

brochures, and many more communication pieces.

5. Adobe InDesign

This software works well with Adobe products since it is produced by

Adobe. InDesign is a layout program that can be used for books,

magazines, manuals, CD covers, eBook covers, and many other types of

products.

6. Adobe Creative Suite

Adobe Creative Suite is basically a full graphic design software suite of

programs that includes Photoshop, Illustrator, InDesign, and Acrobat.

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7. Dreamweaver

This is a ‘must have’ tool for web design. It allows you to edit code or

design of the web page you are creating.

8. Flash

Another tool that is a ‘must have’ for website creation. It allows you to

enhance and create more interactive and engaging websites. Flash is also

a great tool to use when creating your portfolio to show off your most

valuable and creative work. Just be sure not to overuse flash on websites

or in your portfolio to avoid the use of overwhelming animation and file

load time.

9. Swipe Files

Swipe files are exactly that – files where you include documents, layouts,

and designs that you “swipe” from other designers. But don’t panic – we

are not planning to use or plagiarize these files.

Designers typically have favorite designers and artists who motivate and

inspire them. They often take copies of their work and study it for line,

color, mass, layout, space, and other common design elements.

These swipe files serve as inspiration and motivation for you to create

your own work. The swipe file should only be used to help you create your

own, original ideas.

Swipe files should never be used or promoted as something you created.

This is unethical, unprofessional, and unhealthy for your business - and

you will quickly lose customers and business and ruin your online graphic

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design reputation. In turn, you’ll lose business and clients if the work of

other designers is used inappropriately and without permission.

Bottom line – just don’t do it. Use your swipe files only for inspiration.

Images that Work – More tools you need

Images are an important part of your graphic design business. You may create

original images, take your own photographs, or create illustrations to use in your

work. But you will always have the need to obtain fresh, new images for projects

from other sources.

One important thing to remember – be sure you understand your image rights!

There are online resources that offer

(1) free images but with restricted usage,

(2) purchased images (but still with restrictions), and

(3) purchased images or photos with broad or unlimited usage.

Be sure to carefully read the licensing agreements and terms of use for all

images you obtain. The last thing you want to do is lose credibility by using

images inappropriately or illegally.

Restricted use of images?

Another useful tip – rights are usually different on postcards and templates than

they are on book covers, brochures, or for other uses. The reason is based on

the fact that images that are used on postcards are the primary content of the

card. This is actually considered “reselling” the image when the image is the bulk

of the product itself.

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So exercise caution when creating this type of promotional piece with purchased

images and don’t misuse images.

When you use these same images for books, book covers, brochures, and other

communications collateral, then it is not the bulk of the content and you can

usually use the image. It is critical that you understand the rights you have from

what you have obtained free or what you have purchased - before you reuse the

image.

Free or purchased images?

There are many websites that offer free images and many more that sell images.

Depending on what you are looking for, these are great resources. Free images

are usually not the high quality image you are seeking for your design work. You

also have to be very cautious of their copyright laws.

You can purchase images and stock photography from computer stores or you

can purchase credits from websites that allow you to use the images and

photographs for a multitude of purposes. Once you purchase images or photos,

you usually have broad or unlimited usage for your future designs.

Check out istockphoto.com as an example of an excellent website that sells

images and photos for unlimited usage. This website is one of the most highly

valued resources for images by graphic designers. It includes a wide variety of

images in a multitude of areas.

Vector images (illustrations)

You can also purchase vector images that allow you to alter them in any way

needed for your design work. Vector images are illustrations and are typically

high quality images, whether you’re creating thumbnails or poster size images.

You will always get high quality images with extreme clarity when using vector

images.

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Establish an image library

You’ll find sites that appeal the most to you based on your type of graphic design

work and you’ll definitely want to bookmark them and use them often. Having a

variety of websites from which you can secure photos and images is a good idea

to ensure variety and interest.

Downloading an initial variety of images to create your personal file of images is

advised. This will ensure that you have some stock images and photos to start

with, and you can build on this image library as you grow your business.

Part of your business set-up process should include establishing a folder for all of

your online resources for images and organizing them for future use. This will

save you many hours of time when you get really busy with new clients in the

future.

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Equipment and hardware

Graphic designers rely heavily on their software and hardware to produce high

quality designs and products. Having the right equipment when you launch your

business is crucial to your ability to respond to customer requests.

We have listed the basic equipment needs for your business below. There may

be other equipment you like to use, but these are considered essentials to the

graphic designer.

Mac or PC

An Apple Macintosh Computer (Mac) or Personal Computer (PC) is

required for your business. Most hard-core graphic designers will only use

the Mac since its original intent and design was geared toward the graphic

designer. Apple’s Mac has historically been the designer’s choice, but

other PCs have advanced over the years and are also able to perform

equally as well.

However, most graphic artists still believe the Mac is the best computer by

far. According to them (and Apple), the Mac is more secure than a PC, it is

easier to use, and the hardware tends to be better than other PCs.

And Macs don’t encounter the virus issues that plague other PCs. In

addition, Consumer Reports indicates that the service and tech support for

the Mac is outstanding and exceeds the service levels of other tech

support.

The important consideration in making your decision is to ensure that your

computer can handle the graphics, color, and type you’ll need for your

work. It should also be compatible with the designer software you choose

and especially for critical software such as Photoshop (discussed in more

detail below).

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However, this is a personal decision – regardless of which way you go,

don’t let money be your deciding factor. You need to invest in equipment

that will get the job done the most efficient and effective way possible –

and get it done with high quality, flexibility, and creativity. You must be

comfortable using the equipment you choose since it is most likely the

largest investment you’ll make in your business.

The choice is yours.

Fonts

A word about typography files or fonts. Even though we are focused on

hardware in this section, it is a good place to discuss the importance of

various typography files or fonts for your computer. You may want to

purchase them when you purchase your hardware.

Whether you select a Mac or another type of PC, you’ll want to load the

necessary fonts for optimal graphic design work. Some are included with

your computer purchase and more can be purchased online or where you

purchase your computer. Keep this in mind with your computer purchase.

Printers

A high quality, durable printer is essential. Once you decide on a Mac or

PC, your choice of printers will follow. Be sure to choose a printer that

produces both draft quality and high quality color printing capabilities. As a

designer, you’ll often need to print larger sized

documents so be sure your printer can

accommodate printing at least an 11 X 17

document - if your financial situation allows.

Don’t skimp on quality with your printer. It is a

valuable tool that you’ll use over and over again. Although your online

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business only requires that you email or electronically submit files to your

clients and professional print vendors, you’ll still want to see the sample

products on your own printer. And some designers may include printing for

small to medium jobs where they use their own printers for the work.

Consider the services you’ll provide before purchasing a printer. And then

be sure to secure a printer that offers the quality and durability you require

for your work. Don’t forget to consider speed of printing in your decision.

We discuss developing relationships with professional print vendors in a

later section of this Guide when we focus on managing your business.

Scanner

A scanner is an important tool for graphic designers. Whether you’re

scanning documents for clients or scanning images or other items, a good

quality scanner is essential. Typically, you’ll purchase a printer that

includes a scanner. Be sure to consider this in your decision about printers

or purchase an external scanner that is compatible with your printer.

Fax machine

Another important piece of equipment is a fax machine. Believe it or not,

with today’s Internet technology, there are still many reasons that clients

prefer to use fax machines. Having a fax machine is a good idea and it

shows that you are serious about your business. Most high quality printers

also include fax features and you should consider a printer/scanner/fax

machine when purchasing hardware.

In addition to larger hardware items, there are a few smaller essentials you’ll

want to obtain. We’ve included a list of those recommended items here, along

with other items in addition to hardware.

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Graphic designer essentials:

a. Pantone Matching System (PMS) swatch books

b. Various types, sizes, and textures of paper

c. Sturdy paper cutter will be helpful in creating

mock-ups of your designs

d. X-Acto knives

e. Markers and pens to inspire imagination when ‘doodling’

f. Design books, magazines, and other inspirational tools

g. Art books – especially if you’re creating your own illustrations

h. Extra printer cartridges – running out of ink or toner causes lost

time

i. Typography files (various types of fonts)

There are other hardware items and tools that can assist you in your graphic

design business. However, we have listed the essential items above. If there are

other items that inspire, motivate, and encourage you in your work – be sure to

have them handy too.

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A graphic designer absorbs inspiration and vitality from a variety of sources. Be

sure to feed your own personal desires and acquire the tools that motivate and

excite you!

Convey the right message!

Now that you’ve obtained the hardware, software, and tools to deliver your

services, it’s time to consider the message you want to convey. How do you want

people to perceive you and your services?

Are you traditional, contemporary, cutting-edge, "edgy," or quirky? What

describes you and the services you offer?

The message you want to convey through your promotional materials, website,

blog, and other advertising and outreach efforts should be clear, concise, and

consistent. These three (3) ‘Cs’ will ensure that you attract the right audience by

sending your personal and unique message.

As you make decisions about your message, consider how you will articulate the

message visually and through words. Think about what best describes your

business and the services you provide. If you have decided to focus on a very

specific or narrow niche such as eBook, book, and magazine covers, then that’s

a very different message than from someone who delivers a comprehensive

package of services for design, copywriting, and print services.

If you include customized illustrations in your business and you specialize in a

particular genre, it’s important to include that in your messaging. You may decide

to include a more unique artistic service in your offering such as customized oil

paintings or sketches. If you only use charcoal or pen/ink sketches, find a way to

work that into your visual and/or content messaging for promotional information.

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The secret to conveying your message is to make sure it reflects who you are

and what your business offers. Graphic design is a highly creative business –

use your creativity to develop your unique message to your target audience.

Create your own ‘brand’.

Brand imaging

What is the first thing your clients will see?

That is the image you portray and the brand identity associated with your work.

Be sure it says what you want it to and ensure that it speaks clearly to your target

audience.

Brand imaging is self-promotion and marketing of the type of services you offer. It

is your way of putting personality into your promotional elements such as

business cards, website design, letterhead, brochures, and other materials

related to your business.

Even though you are focused on the online business of graphic design, you will

still have a need for written business collateral and brochures or other written

information. In addition, the brand imaging is part of the online window into your

store.

Create a compelling brand image that reflects who you are and attracts the

clientele you seek and desire. The image you create will be woven throughout

your promotional, marketing, and website designs and layout.

Include your brand imaging in your business cards, logo, letterhead, and

promotional collateral. Let people know what you and your business are all

about.

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TARGET THE MOST LUCRATIVE AUDIENCE

Your business is about ready to launch and you’re excited about the possibilities

ahead of you. But before you move further, take time to consider your audience.

You want to focus your advertising and promotional efforts on the audience that

offers the greatest potential for success.

Depending on your business and your particular niche services or products, you

can narrow your target audience. If your focus is on very contemporary design

and geared towards the 25-35 age range, then that’s very different than someone

focused on providing services to create annual reports and business

presentations. Know your target audience.

If you follow this essential principle, you’re sure to succeed. Consider who is

most likely to need and want your services, determine what the market demand

is for the service, and promote your services to the target audience with the

response to that demand. Focus your marketing efforts on the target audience.

Research their needs, wants, and desires and respond to them accordingly.

Sell yourself and your services by ‘speaking’ clearly to the audience. Let your

brand image help you market to the target audience successfully.

Market your services aggressively

Successful and creative marketing is the name of the game when it comes to

your online graphic design business. When you are ready to launch your

marketing campaign, it needs to be comprehensive, creative, and diverse.

There are several outreach strategies that will bring success to your business. A

multi-pronged approach to marketing works most effectively. Let’s take a look at

some of the most promising and proven strategies.

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Build far-reaching relationships

Start building relationships early in the process. Loyal, committed customers are

the result of outstanding relationships forged through various avenues. Start by

joining some professional online forums where you can learn more about what

others are doing in the industry. You can also share your own experiences and

identify opportunities to promote your business.

But proceed with caution in these relationships! Remember, you don’t want to

come on too strong or too forceful before establishing your credibility with the

group or individuals.

Top 10 ways to establish strong relationships:

1. Social networks and professional forums are both great resources for this

type of networking. You may also consider participating in blog carnivals,

newsgroups, or other online groups focused on your niche market. You’ll

quickly identify members of the group who have their own forum.

Participating in these groups expands your network even further so be

sure to tap into them too.

2. Identify contacts and designers who provide insightful, thoughtful

comments to the group through the forums you attend. Obtain their

personal email addresses and establish direct relationships with them.

You can learn a lot by working directly with people in your same business

– especially your competitors. They will be flattered when you ask for their

advice or feedback so use this strategy to support your marketing efforts.

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3. Join professional organizations such as the American Institute for Graphic

Artists (AIGA). Networking with industry professionals strengthens your

skills and knowledge and increases your community of contacts. You may

also identify potential clients through this group.

4. Identify relevant blog carnivals and participate by attending the carnival or

writing informative, valuable articles for submission to the blog carnival.

Positioning yourself as an authority in your industry increases your market

exposure. Use your search engine to search blog directories for blog

carnivals and you’ll find hundreds that are relevant to your business.

5. Identify relevant websites that offer services or include valuable

information that can increase your own knowledge and skills. Include links

to these websites from your own site to create valuable relationships with

others in the market. We’ll include more information about this strategy in

our next section related to creating your website.

6. Every contact you make is a potential customer and he or she can provide

a referral to someone else. Keep this in mind with every interaction you

have and ensure your communication is professional, positive, and

polished! Even if you’re simply responding to a question from a visitor to

your site, remember this rule.

7. Subscribe to magazines or online ezines and newsletters that have

relevancy to your business. You’ll learn more about the market, identify

potential customers, and increase your knowledge. But more importantly,

you may identify opportunities to contribute articles to the online

publications.

Submit your articles or include advertising with publication owners.

Contact them directly and create a relationship that may provide future

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rewards to your business.

8. One of the simplest but most effective networking opportunities is word-of-

mouth. If you provide excellent services, people will talk about it. Every

interaction you have with customers can be communicated to someone

else and that brings you more potential customers.

9. Join the Better Business Bureau Online program – it is a good networking

opportunity and strengthens your position as a website owner. They

promote honest advertising and high levels of customer service for

customer concerns. This is a great way to increase your credibility while

creating an additional network resource.

10. An additional networking opportunity exposes you to a greater community

of readers and viewers. Consider posting answers to question on

Question/Answer sites such as Yahoo Answers or Wiki Answers. You’ll be

viewed as an authority once you post responses to questions and

demonstrate your expertise. You’ll gain many new contacts through this

strategy.

Today’s contact may be tomorrow’s customer.

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BUILD A WINDOW INTO YOUR BUSINESS – YOUR WEBSITE

Now that you’ve determined your graphic design business and what you have to

offer, it’s time to create a window into your business. That involves creation and

refinement of your personal portfolio

and creation of your website. This is

how you invite and entice visitors into

your business. And this is where you

open the doors to your business and

begin to reap the financial rewards of

your hard work.

The qualities you want to consider for your online store include:

• Ease of navigation

• Interactive features and rich content

• Professional image

• High quality and site reliability

• Easy check-out, clear purchasing process, and clear contact information

• Affordable and reliable shipping options, if shipping required

• Excellent customer service – ease of access via email, phone, and/or snail

mail accompanied by high levels of responsiveness

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All of these elements will be incorporated into your website for your business and

they are key to your success. Just like an offline store, the window into your

business needs to be attractive, professional, well-lighted, and inviting. Don’t

underestimate the value of the storefront for an online business.

Dynamic, professional portfolio

Before you begin development of your actual website, make sure that you have

the material to create a compelling portfolio that is consistent with the services

you offer. Your portfolio is a key aspect of your website and it will be one of your

primary sales tools with new customers. It is not a stagnant portfolio, but one that

must be updated and enhanced regularly.

Potential clients will make a determination about whether or not to contract with

you for services based on examples of your work in your portfolio. This helps

them make the decision to hire you – or not!

Your portfolio should be comprised of samples of your very best work and should

be flawless. And it should include a variety of designs and layouts in various

areas to show your creative diversity and flexibility. Use your portfolio to market

yourself and to showcase your designs.

Testimonials are a good component of your portfolio if you have them. Your

portfolio is a direct reflection of you and your work. Make sure that it is visually

appealing, easy to follow, flows smoothly,

and convinces the visitor to choose you

as the best designer for their needs.

Include relevant articles and valuable

information in your portfolio. Even

information that does not directly promote

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or sell your services is important. Industry information, trends, new technologies,

and any other value-added information or statistics positions you as an expert in

your field. If there is a way to include this in your portfolio and keep the flow

smooth, then by all means, do it! You’ll also see the importance of this strategy in

the development of your website below.

Your portfolio is not something to be taken lightly or created hastily. This is an

important aspect of your website and creates the window into your business.

When people walk by your “store window,” make sure they see what they need to

see to have them step inside for a closer look.

Creating your portfolio is only half of the work.

Maintaining, updating, and enhancing your profile is essential. This is a key to

your success as a designer. Visitors to your site want to see fresh, new designs

and they want to know that you are actively engaged in your business.

Give them what they want and they’ll remember you when they need graphic

design services.

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Websites that attract traffic

Creating a website that is interactive and current is key to your credibility. Visiting

your website should be an engaging experience for site visitors. There is

tremendous potential in interactive modules to your

website so be sure to take advantage of them to create a

dynamic website that sells your services easily.

Your portfolio is one important part of your website. But it is only one part. There

are many more essential components to position you for success.

Determine your web host

Identifying a reputable, high-quality web host will make your online business

more professional Your web host should provide some basic functionality and

support, including

• 99% “up time” or better

• At least 10 GB of bandwidth transfer, which is important for moving your

data from the web host services to the browsers of your visitors

• 24/7 technical support to ensure you get timely, accurate, high-quality

support when needed

• SSL (secure server) capabilities, which is needed if you plan to accept

credit card information from your clients

• Control panels that enable you to make your own changes and updates to

your account – this includes the ability for you to create email accounts,

change passwords, and make basic administrative changes. You don’t

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want to lose time waiting for the host to make these changes for you – you

need to maintain control

Design and layout

The design and layout of your website says a lot about your skills and abilities. It

is what invites people into your business. Your website should include creative

use of line, space, color, and all other design elements. It should be easy to

navigate and it should flow smoothly and effortlessly.

Naming for success

Your website should include a creative and relevant name and domain. The

name of your site reflects your personality and the personality of your business.

Use a name that attracts attention and that can be easily remembered by your

site visitors and clients.

Logos with energy

You’re in the business of graphic design, so visitors to your site will expect to see

a creative logo that clearly indicates the type of work you produce. Think carefully

about your logo since it is a reflection of your design work and YOU personally. It

is one of the most important visual aids you will have in the window to your online

business.

Remember that we talked about brand imaging earlier. Now is the time to

incorporate that branding into your logo and website design. This is a reflection of

who you are and what services you have to offer. Your logo and brand imaging

speak volumes to your target audience.

Make your image and logo energetic - and make them count!

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Authority status

Many people today are looking for “authority websites” or websites that have the

highest value and credibility in the niche market. Build your website with this in

mind and capitalize on all design aspects to create the best possible website.

You’ll build your credibility as you expand your business and enhance your

website.

An authority website is one that includes your own business content, but it also

includes valuable content from other sources and websites, along with links and

backlinks to and from other credible and relevant sites. Maybe you can link to

freelance content developers, photographers, or other resources. Just be sure

you include relevant links that add value.

Don’t be afraid to provide links to other sites – this is what establishes you as an

authority. The more you know about other relevant websites, newsgroups,

forums, and industry information, the greater your chances of being recognized

as an authority.

Newsletters and ezines

Consider creating a newsletter that is available on your website. This newsletter

should provide newsworthy information, technology updates, and other

information relevant to graphic design. It is the perfect opportunity to showcase

your graphic design skills! You have the freedom to design your e-newsletter to

attract attention, gain business, and increase your visibility as an authority.

You might also consider a monthly or quarterly ezine where you invite your

community to submit articles and information for publication in the ezine. Once

again, you can use this as an opportunity to display your design skills to the

market.

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Both your newsletter and ezine can be available to members only. This means

that your website will be multi-dimensional with information available to the

general public, and more valuable and comprehensive information available to

your membership. This can add to your credibility as an authority.

Email and other contact information

Visitors and customers need a way to get in touch with you if they have questions

or customer service issues. Be sure you have an email address that is easy to

find and use. This sounds simple, but it is important and is sometimes overlooked

by new business owners.

Also include contact information for phone, snail mail, or other information that

will assist potential clients in their search for services. Make it easy for them to

find you! And most importantly, make it easy for them to access “customer

service.”

Surveys

One other consideration to make your website more interactive is to include

surveys for your customers and visitors. Many people enjoy participating in online

surveys and this keeps them on your site longer. They may happen to see

something else that interests them during this time. And as an added bonus, you

get free customer feedback on a variety of topics such as products, services, and

future needs!

Just be sure to update the survey frequently – you don’t want them to become

stale. And make them inviting and interesting. You’ll also want to publish the

results of surveys consistently to draw traffic back for updates and more

information.

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Contact information

With an online graphic design business, you are not typically concerned with

having an online “check-out” system. Your customers are more personally

engaged in discussion about the services and products they want.

However, it is important to have some type of structure for them to submit their

design requests. Consider the service from the buyer’s perspective and make

sure it is clear how they access services, request custom work, and

communicate with you.

There are a variety of forms accessible online that you can adapt for your needs,

or you can create and design your own forms. This is a great way to utilize your

design talents to make your forms unique, creative, and reflective of your

services. Information about contracts and agreements is included later in this

Guide.

Other potential uses of websites

Your website is your business. As mentioned earlier, make it interactive. There

are some additional ideas you can consider as you expand and enhance your

site:

1. Pay-per-click advertising – relevant advertising is important to your

website and with pay-per-click, you can make money with every click.

Consider this as an additional revenue source and allow it to enhance

your position as an authority by advertising high quality, relevant services

or products.

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2. Use Meta Tags – a valuable marketing tool is already available on your

site and you should capitalize on its use. Meta Tags can increase your

placement with major search engines and can increase the traffic they

send your way. Finding the best niche keywords to drive traffic to your site

aids in this strategy.

3. Promote your website address – this really sounds simple but you’d be

surprised at the number of people who neglect to include their website

address on business cards, letterhead, brochures, online articles,

newsletters, invoices, contracts, and other promotional collateral. Don’t

forget to capitalize on every opportunity to include your website address.

Privacy statements and websites

Your website should always display your customer/user privacy statement. This

is usually a statement that says you will not sell or distribute their email address

to others and that you will not send emails, newsletters, or other information to

them if they opt not to receive them.

The most crucial part of the privacy statement is to adhere to it. If you say you

won’t sell email addresses, then be sure you don’t!

Gain your customers' trust and keep it.

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Drive traffic from your blog to your website

Maintaining an active blog is a good way to drive traffic to your website. You can

promote your business on your blog and let visitors know that you are a serious

designer and knowledgeable of the industry.

Through your blog, you can drive traffic to your website and in turn, this will

enhance your search rankings. Getting to know other designers and creative

artists through your blog discussions and comments will support your

promotional strategies.

Use your blog to exert your expertise as an authority in your field and share

insights, tips, and valuable information with your site visitors. They’ll be more

likely to visit your website when your blog is engaging and informative. Value-

added services are sought after so include valuable content on your blog.

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PRICE YOUR SERVICES COMPETITIVELY

Determining the price for services can be a stressful, frustrating, and confusing

process. But it doesn’t have to be and it shouldn’t be.

It is critical that you make the decision about pricing strategy early in the start-up

process for your business. You can always alter the way you price later, but you

must start somewhere.

You may consider development of some gratis design work to get your business

started and to have valuable visuals for your website. Many graphic designers do

this to launch their business. Some designers will even promote free services on

their website to gain clients and experience.

Logos, brochures, or newsletter designs are

good places to start. Once you establish

yourself as a high quality designer, you no

longer need to do this. You’ll have more

paying customers than you can handle by

then.

As a matter of fact, your business will be explosive once the word gets out that

you produce high quality, credible, creative, and innovative designs – AND you

deliver on time - every time!

You have the option of pricing your services:

1. By the project – this is the preferred method by most clients. For example,

designing a newsletter template for $xx; creating wedding invitations for

$xx for design and $xx for printing (if printing is part of your service).

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Typically, this is based on your normal hourly rate times the number of

hours you believe it will take to complete the project (we’ll talk about

hourly rates below). You should also consider what the market will bear for

the particular type of services as well.

For example, you may be able to design a logo much quicker than the

average designer – don’t leave money on the table. Consider what the

typical design timeline would be and see how close that comes to your

estimate – you may be able to slightly increase your fee. Then provide

pricing that gives you a competitive edge by being just below the

competition.

Or, maybe it takes you longer than the average designer to create logos.

You need the experience so price competitively, even though it may take

more hours than you’re getting paid for. This will increase your proficiency

and experience in logo design.

2. Pricing your services by the hour – this is a little trickier, particularly in the

online business. Most clients are seeking a fixed price for work to avoid

open-ended pricing arrangements and potential price gouging.

Once clients become accustomed to your work, reliability, timeliness, and

credibility, you are more likely to succeed with pricing your work by the

hour. Your clients know they can trust you to bill them appropriately for

any work you design.

Many high-cost design firms charge by the hour, but they are usually well-

established and do much of their work face-to-face with clients. They also

have much more overhead than you will have as an online graphic

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designer. This gives you a competitive edge in your niche market since it

allows you to price projects a little lower than high-cost firms.

When you’re just getting started, we recommend you use the project rate pricing

strategy.

When pricing your services, visit some reputable websites specializing in graphic

design. Take a look at their pricing structures and gain competitive information in

your pricing strategy. This helps you ascertain what the market will bear in terms

of pricing for particular types of projects. It also helps you project your own prices

and gives you a good source for a reality check.

You can also glean additional information regarding pricing and strategies

through professional organizations, forums, and other interactions with similar

groups and relevant websites. People in your field of work are usually happy to

share their experiences and knowledge to support you in your endeavors.

There is a high demand for top quality graphic design work in the market for all of

you - so there is no need to be concerned about sharing this type of information

with others in your field of work. It can only enhance your reputation and your

position in the marketplace.

Hourly rates and pricing

As a rule of thumb, you can earn between $35 and $100 an hour. For a highly

experienced, reputable online graphic designer, you can most likely expect about

$50-60 per hour. The region of the country also influences the price, but since

you are an online business, region doesn’t factor into the equation as heavily.

Consider pricing that is competitive and that compensates you at the level you

feel is appropriate.

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The complexity of the project may drive the cost higher so keep this in mind

based on the level of work and research required. You are usually

able to charge lower hourly rates due to the fact that you have lower

overhead than a ‘brick and mortar’ design firm - which gives you a competitive

advantage.

The best way to price your services is:

1. Estimate the total number of hours you believe it will take to complete the

design work.

2. Next, consider other indirect hours and work associated with the project

such as uploading files, searching for images, image and layout

corrections or changes, and any unforeseen costs. It is recommended you

add about two hours for these types of things.

3. Multiply this by your desired hourly rate to come up with your project cost.

Price negotiation

Another word of caution – you may have clients who are interested in negotiating

prices with you. At least initially, it is worth your time to consider this and to

engage in discussion with them. Gaining experience or obtaining clients through

this strategy can result in long-term relationships that will pay off in many ways.

Some reasons for price negotiation include:

• Potential for repeat business from this particular customer

• Building an expanded portfolio when you have limited experience to date

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• Gaining experience in a new medium or for a new type of graphic design style, format, or layout

• Offering volume discounts for multiple projects from the same customer

Price negotiation is not unusual in the graphic design business, but do not allow it

to lower the quality or professionalism of your work. If you agree to a price

discount, your work should not be compromised in any way.

Negotiation may result in a highly satisfied and loyal customer. Remember that

most people will tell at least five (5) more people if they are highly satisfied with

your work. Your reputation grows exponentially with this word-of-mouth

promotion and it proves to be valuable advertising.

Oh, and by the way - they will tell at least 20 people if they are dissatisfied with

your work. Quality and timeliness counts!

Communicating price

Be sure to communicate your price to your customer in writing prior to beginning

work on the project. Being clear, direct, and upfront is good business practice.

More detailed information on contracts and clarifying scope of services and

pricing is included in the next section.

Also, if your client updates or changes specifications during the project, be sure

to clearly communicate any impact on pricing and costs associated with changes.

There should be an amended pricing document submitted to the client in writing

that clarifies the pricing changes.

The following section related to contracts further clarifies the elements of

communicating price to your client. This is an essential operating procedure to

protect you and your business.

And also consider this valuable tip:

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Surprise billings and costs will quickly turn customers away and any repeat

business from this client will be jeopardized. The best policy is to be direct and

clear in anything related to pricing your services. Also, include the timeline for

delivery of proofs and final products to avoid any misunderstandings once the

project is underway.

Payment options

While we’re on the subject of price, it is a good time to deal with questions

related to payment options. You must decide how you will accept payment for

services rendered. You have the choice of accepting:

• Credit cards

• PayPal, ClickBank (used when products

are delivered as downloads from the

Internet), or similar online banking services

• Checks (personal and/or business),

certified checks, or money orders only

• A combination of the above

This is a personal decision and one that is important to make early in the

process. If you decide to accept credit cards, ClickBank, or PayPal payment

methods, you need to establish the appropriate relationships with vendors to

manage this aspect of your business. Online resources are very helpful when it

comes to establishing these payment mechanisms.

Depending on your choice of website hosts, credit card acceptance may be one

of your options already included with the service. Be sure to understand how this

works and what you need to do to activate this function.

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An important consideration is the fact that you will potentially turn away 60-80%

of your business if you are unable to accept credit cards or PayPal transfers.

Keep this in mind as you decide.

Another important note about pricing and revenue from your hard work. The

money you take in from your business is great – but don’t forget that it’s not all

yours. As a self-employed online business owner, you have responsibility to pay

your own taxes and cover your operating expenses.

Important tip: Don’t spend all of your money before you take

taxes into consideration!

This is another reason that organization is so important – maintaining records for

quarterly and year-end tax reporting. More information is included about business

management aspects of your graphic design business later in this Guide.

Creating compelling designs, advertisements, and collateral that entice people to

buy your client’s products will result in highly satisfied customers. Those

customers will be back again and again, and they’ll bring more potential

customers with them. Price your services competitively and the work will follow!

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CONTRACTING CONSIDERATIONS

Pricing ends where contracting begins. Each of your design projects should

include a contract with terms of agreement. Without a contract or letter of

agreement, you risk not being paid, losing clients, and being taken advantage of.

The following key elements should be included in your contract. You can also

find sample contracts online for your use or you can work directly with an

attorney to create a contract. But don’t make this process too complicated or

you’ll turn away potential business.

Be sure to always protect your copyrights. As a graphic designer, you always

retain the rights to your creations unless otherwise specified in a contract. This

gives you the flexibility and right to get paid for additional use of your own

personal designs. You are also protected from unwanted changes to your

designs.

For example, if you create a brand image or logo for a specific product and the

company decides to expand the use of the logo to other products, you should be

paid for the additional use. The reason is the design has increased in value once

it is expanded and it is your original creation. Remember this when talking with

clients who express ideas about future expansion of the design.

You should always have some type of contract or written agreement with your

client. This makes good business sense and is protection for both you and your

customer. It clearly states the deliverable/what is expected, the price, and the

delivery timeframe. More detail about elements of effective contracts is included

below.

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Elements of a contract:

1. The first section of your contract should be the deliverable or the project

description. It should include a description of the services to be provided

and the individual specifications for that project. Details can be included

here or in a separate attachment.

Things such as scope of the work, logos to be included, images, or other

requirements should be listed. The more detail you can provide, the less

likely there are to be misunderstandings at the completion of the project.

2. The next section should outline the due dates for the deliverables. This is

the estimated completion date. If there are proofs or other steps along the

way that require approval by the client, include them in this section. Be

clear about the client’s responsibilities and approvals needed.

Include any situations that may alter the deliverable date, such as client’s

inability to return approval for proofs as required, or other issues impacting

delivery. These are typically things out of your control, including issues

with any contracted professional printers.

3. The final section should include the price for the services described in the

agreement. This is typically a fixed cost and will only be impacted when

events outside the control of the designer are involved. For example, if the

client requests expansion of the scope of services, the price may be

increased.

4. Payment terms should also be included in this final section. Most

payments are due upon completion of the work, or within 30 days at a

maximum. You should also include any deposit, pre-payment

requirements, or down payment expected to begin the project. Also,

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include information regarding late fees if applicable.

5. You can include a “cancellation fee” if you think it is necessary. This

ensures that you are paid for work done to date if a project is cancelled by

the client. This protects you against hours of work without payment. This is

typically deducted from the deposit required at the outset of the project.

6. One final consideration for your contract is the clarification of who owns

the design and artwork. Most designers retain the work for designs

delivered to clients. If you decide to provide the digital files and other files

to the client, you may want to consider an additional fee to cover the costs

of providing the files, especially if you have to provide them on CD and

mailing costs are included.

7. Any time you have legal or financial questions related to managing your

contracts or your business, be sure to consult the appropriate legal and

financial professionals.

These are not considered to be the only components of your contract, but they

are recommended as basic elements included in the contract. Your contract can

be as formal or informal as you like. It can simply be an email with the above

components included that requires a reply email from your client acknowledging

agreement. The risk is yours to take so proceed cautiously.

But don’t allow contracts to become so cumbersome and daunting that they turn

away clients and cause anxiety due to their complexity. The simpler you can

keep it - while still protecting your intellectual property and financial return - is

your goal.

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MANAGE YOUR BUSINESS FOR SUCCESS

You’ve worked hard to create your business, build your website, establish your

relationships, and launch your graphic design business successfully. Now, you

need to create processes to manage the business for continual success and

vitality.

Design is your passion and it provides you with the opportunity to leverage your

skills and abilities to create a lucrative business. Financial and personal

fulfillment result from a high quality design job that increases your client’s

revenue producing potential.

It is not the purpose of the ad or commercial to make the reader

or listener say, ‘My what a clever ad.’ It is the purpose of

advertising to make the reader say, ‘I believe I’ll buy one when

I’m shopping tomorrow.’

- Morris Hite

But a successful online business is also dependent on your ability to manage all

aspects of the business – including billing, receivables, legal, and financial

issues. We’ll provide you with an overview of the major business management

components and techniques required to succeed.

Note: Be sure to consult the appropriate legal professionals if you have legal

questions about creating or managing your business. Legal advice is outside the

scope of this Guide.

1. First and foremost, having an organized process for managing your client

billing and collection is critical to your success. It is easy to get caught up

in the excitement of the design work and forget about the mundane tasks

of billing and collecting for your services. Don’t get caught in this situation.

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Establish a process for billing before you launch your business. There are

software resources such as Quicken QuickBooks that support at-home

businesses. Research some of the software tools or create your own

process – but don’t delay this important aspect of creating your business.

2. Establish a process for accounting for all expenses related to your

business. Any hardware, software, supplies, books, professional dues,

relevant magazines, and other tools to support your business may be tax

deductible expenses. Keeping meticulous records of expenditures will be

a timesaver and a money-saver when it’s time to file your taxes.

3. Keep accurate records of revenue and expenses for annual tax filing.

Since you are a home-based online business owner, you are responsible

for paying your own social security, federal income taxes, and state

withholding taxes.

Quarterly tax filings are required for all home-based businesses.

Consulting a certified public accountant (CPA) or other professional is

advisable if you plan to have a lucrative, financially-rewarding business.

4. Creating, purchasing, or downloading free forms from the Internet is a

good way to procure them for billing and other business management

processes. The Small Business Administration (SBA) is a good resource

to help you get started. The AICPA (American Institute of Certified Public

Accountants) has some valuable information that may help you as well.

5. Establish strong relationships with reliable, reputable, and high-quality

vendors that are relevant to your field of work. As a designer, you are

focused on designing the documents with utmost precision and accuracy.

But to be a more well-rounded and comprehensive designer who is able to

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accommodate multiple needs of your clients, you’ll want to have

relationships with printers and shipping companies.

For example, your clients may ask that you take the project through to

printing completion and delivery. Depending on the type of print job – large

or small scale, business cards or brochures, posters or postcards – you’ll

want to use the most cost-effective and efficient printers.

Having pre-established relationships with printers will save you time now

and embarrassment later. Choosing a printer from the ‘yellow pages’ is not

advisable. Do your homework early and make sure you have established

relationships with high-quality vendors.

There are many reputable online printers with an excellent track record for

quality and service. You should consider them in your analysis of print

vendors when establishing relationships. The following online printers are

worth investigating:

• PsPrint.com – boasts affordable prices, multiple paper options,

same day services, and a wide variety of design templates.

• 4over4.com – quality, low-price print services including business

cards and die-cutting. They accept Quark, InDesign, Photoshop

and Illustrator files. They also boast a large supply of templates.

• VistaPrint – printing jobs at low prices – your template or theirs.

This is an excellent place to provide you with a valuable tip!

Be sure to include costs of your time and efforts in your initial pricing if you will be

managing the print production and delivery of materials. Don’t overlook this

important aspect of your business services and the associated costs.

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Managing the “business” of your online graphic design business is critical, but it

should not be daunting. There are multitudes of online resources available to you

to support your management efforts. Once you establish your business and have

the processes and procedures in place to effectively manage your billing,

receivables, and taxes, you’ll be ready to get started.

Client file management tips

Managing your files warrants its own section of this Guide since it is a collection

of your hard work and creativity.

Once you’ve taken care of the details related to managing the business, there is

one more critical detail to handle. One secret to your business success lies in

your ability to maintain and manage the many files you produce for your clients.

This requires organization and some thought.

Do not keep everything in one large file in your base directory of the website you

use. And absolutely refrain from keeping all of your creations and documents in

one huge file on your desktop. Keeping individual folders is the best policy for

organizing client files.

Organizing client files

You should create files for each client, and then within each client file, create

sub-files by subject matter, type of design, or other specifics that make them

easily identifiable and accessible.

You should consider creating a separate folder for images you’ve used for that

particular client. You can even reuse images for that particular client if there is a

theme throughout multiple design projects. How you manage this is totally up to

you – but the secret to success is to have a process and make sure it is

organized!

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The most important thing is to find a system that enables you to maintain and

retrieve client files quickly and easily. You may need them for reference with that

particular client or you may find that you can reuse images, layout, or formatting

by enhancing, changing, and updating the files. Be consistent with your naming

convention for files to make it easier to remember and follow.

As an example of client file management, a client file might include these folders

and sub-folders:

• Primary folder: ABC Distributing Company

• Sub-folders:

o Brochure project

Scope of services

Open house collateral

o Business collateral

Letterhead

Business cards

o Poster projects

Winter sales campaign

Product A promotion

Product B promotion

o Boutique projects

Thank you notes

Holiday invites

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o Images

Nature

Technology

Products

Image files

When it comes to images, be sure to keep all of your original Adobe Photoshop

files and other images if you are converting them to non-editable file types.

These will be valuable resources later if you want to return to them to edit your

files. If you don’t have the original files, you won’t be able to get your layers back

if you have converted them to non-editable files.

Maintain your image files in an organized manner to make them easily

retrievable. Typically, images are filed by subject and then include sub-folders

underneath – similar to the outline sample above.

Master files

You will also want to create a master file that includes your designs by category,

subject, or some other system that makes them easily retrievable. As your

business grows, you will have difficulty recalling which client you created specific

designs for, so having a way to locate actual designs is essential as your

business grows.

A master file that includes your highly valued designs by subject matter is

essential. These designs can serve as inspiration and help you create new

designs.

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They contain design aspects that can be used for future work. You might

consider files labeled:

• Logos

• Website development

• Images

• Business cards

• Newsletter layouts

• eBook covers

• Magazine covers

You can see how quickly and easily it is to access specific projects with this

organizational strategy. Sub-files will simplify your search for particular files even

more. Think about the most natural way for you to find projects and use that

unique naming strategy.

Organize your files by subject matter or file type for ease of access. You’ll allow

more time for the creative and exciting work of design, rather than file hunting!

Re-using designs

Re-using designs and altering them is totally up to you unless you have an

explicit agreement with your client that you will NOT be doing this. Otherwise,

once you create a design and charge your client, you still retain the rights to the

design.

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Using your designs in your portfolio or to garner ideas and thoughts for new

designs is also a good business practice. Previous designs can be used as

inspiration or can be altered and re-used in other ways.

Reusing images is also customary in the graphic design business. But exercise

caution and don’t over-use particular images just because you love them. And

always consider the client and the market or product so you’re not using the

same image with competitors! This is a great way to lose a client – or two.

Back-up files frequently

One other very important secret to success – ALWAYS back-up your computer

files on a secondary source such as CDs! You understand why this is so

important when you think about the prospects of losing hundreds of hours of

your design work, and losing hundreds of images, client files, and other essential

files.

Make it a routine practice to back-up your files at least weekly. Many people

back-up files with each new design they create and this is a good practice for

consideration. No computer is fail proof when it comes to a major crash. Don’t

take chances with your valuable work.

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STAY UP-TO-DATE

Establishing your online graphic design business is the beginning

of a great world of financial and personal fulfillment for you. But to

ensure your continual success, you must remain up-to-date on

current practices, technologies, and processes in the industry.

Graphic designers are expected to remain on the cutting edge of design

technology. You can maintain your expertise through networking, forums,

professional organizations, relevant websites, and other resources.

Don’t neglect or discount the value of staying current. Your clients expect it and

you will produce the best designs possible when you have the tools and

technology available to you. And stay current with the burgeoning growth of the

Internet to stay on top of tools and strategies to engage customers.

They say a year in the Internet business is like a dog year -

equivalent to seven years in a regular person's life. In other

words, it's evolving fast and faster.

- Vinton Cerf

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Some proven ways to maintain cutting edge knowledge include:

1. Reading and subscribing to industry specific publications

2. Maintaining membership in industry associations such as AIGA

3. Networking with other graphic design professionals

4. Evaluating updated software releases

5. Soliciting customer feedback

6. Participating in relevant forums and newsgroups

7. Actively reviewing press releases on relevant subject matter

BEWARE OF DERAILING YOUR FOCUS!

As you proceed with growing your business, you will certainly encounter

obstacles and challenges along the way. Many of these challenges are easily

managed while others may be a little more difficult. The following tips will help

you in the process.

Follow your instincts.

When working with potential clients, you may feel that something is not exactly

right. The communications with an individual may make you feel uncomfortable

or nervous for some reason. You may feel that they are making unreasonable

demands of you.

Trust your instincts when this happens. If your instincts tell you to steer clear of

this particular client or project, then follow them! Not every project is meant for

you and you should make decisions based on your best judgment. Politely

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decline the project and explain that your current business load does not allow

you to adequately respond to their needs and deadlines.

Always be polite. It doesn’t pay to burn bridges – they may come back later with

a more reasonable request.

Beware of con artists.

Unfortunately, there are people who are experts at getting something for nothing.

They have no qualms about conning you. They may solicit your services for ‘non-

profit’ organizations, unpaid help, or as a donation for a specific cause.

Be careful and investigate these types of things carefully before responding. Ask

questions to gain clarification. If their reaction shows anxiety, anger, or any type

of unprofessionalism, then that’s a great clue that something is awry. Walk away

from this potential customer quickly.

Avoid clashing personalities.

In the world of business, there are sometimes personalities that just don’t mix.

Unfortunately, that means that your personality may not suit your client’s

personality well. Maybe they’re overly obsessive about a particular type of

design, or they are heavy-handed in their input to the project – not allowing you

to use creativity and quality processes in your work.

If this happens to you, don’t dismay. It happens to every designer at some point

in their career. If you have honestly done everything possible to please your

client, but you don’t see a reasonable resolution to the issues, then it’s time to

make a decision about the future of working with the client.

The best way to handle this is to assist the client in securing the services of

another high quality designer who more closely matches their personality and

their design needs. This may mean a referral to a competitor and losing a large

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client. But it may be worth the sacrifice to you and your business. Don’t allow

over-burdening clients to derail you and your business objectives.

And don’t be surprised if this challenging client refers new customers to you in

the future. They will be impressed with your professionalism and recognition of

their design needs.

Beware of non-paying customers

Unfortunately in the world of cyberspace, some people are more brazen about

not paying for services delivered than they would be in a face-to-face situation.

That’s why you should consider down payments or partial payments upon

execution of a project. You can send multiple invoices, add past due and finance

charges, and pursue payment. But expect that you will have some percentage of

customers who will not pay you for services. Learn from this and be sure not to

give them another chance until all past due invoices are paid.

Manage unrealistic expectations

One final caution is related to customers who have unrealistic expectations. They

either perceive that their work is more important than anyone else, or they just

don’t care. They may set unrealistic demands on your time to complete their work

in a short timeframe. They never give you enough lead to time to do a high

quality job.

Don’t allow yourself to get pressured into this type of situation. It will not only

jeopardize your ability to produce high quality design in the unrealistic timeframe

for that particular customer, but you may lose other customers who get pushed

aside to meet this demand. Use good common sense and walk away from this

type of client.

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Your reputation is at stake with every decision and

choice you make.

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DO WHAT YOU LOVE – LOVE WHAT YOU DO!

Establishing your online graphic design business is an exciting and rewarding

experience. It offers you the potential to do what you love for the rest of your life

and make money doing it. You actually love what you do!

Graphic design is a highly creative career and managing your own graphic

design business provides rewards far beyond your wildest dreams. When you

approach your online business with intense focus and clarity of your objectives,

then you will succeed at the job.

Don’t settle for something less than what you really want in your graphic design

business. Aggressively go after your dream, put your education, skills, and

knowledge to work, and create a lucrative business.

Follow the techniques, insights, and tips you have within this Guide and use your

own creative and intellectual talents to create the best online graphic design

business possible.

Remember to include these top 10 critical success factors in your business development process:

1. Start with a plan and timeline in mind – working towards your goal will give

you inspiration and motivation. Set your targets and know where you want

to go.

2. Capitalize on the most effective and efficient hardware, software, and

design tools to enable you to provide high quality designs. The tools you

deploy determine whether or not you produce “good” designs or

“outstanding” designs! Use what works best for you.

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3. Create your company name, logo, and marketing messages to ensure

cohesiveness and creativity – energetic, well-designed visuals and an

easy to remember company name are important ways to have your

customers remember you!

4. Create your window into your business as an interactive website that

positions you as an authority. Make your website content-rich and easy to

navigate. And always keep it fresh and updated!

5. Identify your target audience and promote your services to them through a

multi-faceted approach. Listen to what they want - give them what they

want - and they’ll come back for more.

6. Establish effective pricing and contracting strategies to ensure you are

compensated for the high quality work you do. Protect yourself and your

customer through the use of written contracts and confirmation of services

to be delivered and pricing for the services.

7. Leverage the online websites that offer high quality images and ensure the

best quality in your work. And always understand your image rights so you

do not infringe on copyrights or other laws.

8. Focus on the business of “managing the business” to ensure legal and

financial aspects are adequately covered. Invoicing, receivables collection,

and taxes are all part of your online business – don’t neglect them.

9. Always – ALWAYS – provide excellent customer service that ensures

timely responsiveness and 100% on time delivery of services. Word-of-

mouth is your best advertising medium. Remember that satisfied AND

dissatisfied customers will talk to others about you! Make them highly

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satisfied clients.

10. Do what you love – love what you do! Online graphic design is an

incredibly exciting and lucrative future for you. The sky is the limit when

you deploy your creativity and passion for the business! And have fun

doing it!

Don’t be afraid to make mistakes along the way. Try new ideas and strategies for

increasing your traffic flow to your website. Learn from any mistakes you make

and correct them quickly. Some of the best ideas come from correcting mistakes.

And remember - the element of “surprise” is on your side! Customers love

surprises.

Surprise your site visitors. Keep your website content and the window to your

business fresh and new. Make sure your site is content-rich and contains

engaging, interactive features. Periodically update the layout, display, and format

of your website to create interest and anticipation. But always make sure you

stay consistent and true to your branding image and the message you convey.

Continual innovation will lead you to greater heights of success in your online

graphic design business. It will ensure a constant flow of traffic across your

website, which translates into loyal customers - and increased sales from your

services.

Your dreams will come true when you stay focused on your business goals. Just

use your creativity and passion to make it happen!

Congratulations on the rewarding career and life ahead of you!

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