We use the word ‘Freelancer’, but I’m a Surfer, Angler, and Gambler.

I have been working as a full-time freelance creative professional since the late 90s. Meaning, I run my own business and invoice everybody that hires me. I’ve worked long stretches and short stretches - on monthly retainers, by the day, hour, and by the project for a multitude of corporations, start-ups and agencies over the years. Needless to say, I spend a lot of time in boardroom meetings where I’m either being interviewed (I look at it more like speed dating because wanting to work together goes both ways), negotiating, or presenting.

One thing that remains constant when you work this way is the ups and downs. The peaks and valleys.

When you’re busy working creatively, you don’t have time to self promote and your funnel can easily empty. When you take on a 3 month long project or agency gig, you will finish with a much fatter bank account, yet might find yourself with nothing lined up to work on next. This is one of the reasons I seek out agencies and firms that can use my ongoing help, and why long-term client relationships are vital to the way I work.

A freelancer that tells you they are ALWAYS busy is either stretching the truth, quite new, or they don’t charge enough.

It’s a surfer telling you there’s never any flat (dead calm).

It’s an angler telling you the fish are always biting.

It’s a gambler telling you they are always winning.

SOMEWHERE along the way, they have encountered (or WILL encounter) a slow period. Somewhere along the way, they were probably worried about a lack of projects to ensure a successful month.

Going back to the title of this piece, as a free agent, I am constantly sitting on my surfboard, watching a bunch of rods, and playing in poker tournaments.

There are GREAT years. There are slower years. This is the way it is. There are years where you are making money hand over fist, the jobs are rolling in, and then, through absolutely no fault of your own, you lose 3 ongoing clients in the span of one single week. I could lie and tell you this has never happened to me, but that scenario is exactly what I encountered a few years ago (to the tune of over 90k in annual billings), and I haven’t stopped working to continuously rebuild.

There are plenty of ways that you can lose a client. When it came to my own experience, one sold the company (and the new owners had their own people), one put their marketing efforts on hold, and one retired and closed shop (this one was bittersweet but left me feeling content that I may have helped play even a tiny role in it).

If you work for agencies, sometimes they also have slow periods or they have JUST enough work to keep their in-house staff busy. If you are at a senior level and earning a decent wage, they may have no choice but to let you go. You can’t take any of it personally because, as they say, THAT’S business. You just have to start looking at your place in it through other mindsets.

We’re Surfers.

The project you were working on has finished, or, as an agency employee, you were just downsized. That wave just ended. Like a surfer sitting on your board in the flat, you’re now waiting for the next wave to come in that you can ride for a while. The question is, will you be riding the next one for a week or 5 years?

Understand that we are ALL crammed together in that water. There are a large number of other great surfers out there waiting to catch your wave. It might be a long stretch of time until you see a wave again, so you might want to explore other beaches or find some smaller waves (side clients) to ride until some big ones present themselves. I’ve had years where the small waves have been a lot more fun and much more financially rewarding than the big and long ones. Sometimes, while riding the small waves, a big one will come along (you win a sweet contract), or an agency offers you an in-house position (I was onsite on a monthly retainer for 7 months last year), but waves and rides WILL always end. Don’t just sit on your board and wait in one place. Look to other beaches. Look for waves, ANY waves, to keep you surfing until new (and hopefully bigger) ones appear.

We’re Anglers.

Looking for people to hire you is like fishing. The more people you meet and connect with, the more baited lines you have in the water. The more baited lines in the water, the more likely you are to hear a reel sing. Change fishing holes (see if other industries can use your services). Throw out constant bait. Improve your online portfolio and tell people about it. Go to networking events. Write an article about surfing, fishing and gambling...

Don’t be afraid to throw out multiple lines. Don’t be afraid to try new lures and bait. Don’t be afraid to raise anchor and switch spots. Always be experimenting. Always be exploring. Always look for new ways to get a fish on the line when they simply aren’t biting.

We’re Gamblers.

Being a freelancer is being an entrepreneur. You can’t be an entrepreneur without being a gambler. Don’t be scared to jump into some games or take some shots at a few bigger tournaments (RFPs). All you are investing is your time and if you’re slow, you have a lot of it. I won a nice-sized RFP with the Government last year and I never believed the odds were in my favour to even make the final table. Sometimes Lady Luck WILL attach herself to your arm.

Every job you apply for is a tournament (usually a huge one). Every single project where you throw your name in the hat for consideration is a game. Every salary or fee negotiation is a hand in play.

When it comes to gambling (and I truly believe that everything in life is a gamble) two of my favourite sayings ring true…“Fortune favours the bold” and “No guts, no glory”.

If you can afford to, find a start-up company that has the potential for success, doesn’t need a whole lot of your time, and work on points. Not for FREE…for a percentage. Be sure to get it in a written contract. You might even find yourself not needing to work that much longer. According to the grapevine, the graffiti artist who painted Facebook’s office took stock instead of payment and is now worth something like 200 million dollars. I’m invested in several different companies under this arrangement. Hopefully, at least one will pay off in spades, but the worst that happens is I have a much fatter annual portfolio to shop around, and the work helped keep my brain focused and sharp.

Don’t be afraid to take on some risk. No risk, no reward. Find different ways to play the game. And it IS a game. Small games lead to people telling you about bigger games. Winning in bigger games leads to a much more relaxed mind if you have a cool streak, even for several months.

I’m all of these, both professionally and recreationally, and have found that the key is to not separate the mindsets and applicable rules.

When I’m working 10 hours a week I’m looking to work 20. When I’m doing 20 I’m always looking to do 40. When I’m doing 40 I’m looking to do 80. And I love 80 hour work-weeks. Seriously, I LOVE them.

I live for the long and high waves. The days when the bite is ON. The wins and cashes. I’m happiest when I’m up on the board, when the reels are all singing, and when my chip stacks are growing.

When the wave finally crashes, the action stops, and the tournament is over, I try to get over it quickly knowing that it was to be expected and I should feel a strong sense of accomplishment.

Next wave. Next hole. Next game. Every new day brings it.

I simply get back out there.

Like, Seriously?

Back in 1992, I did something that only a small group of people could achieve.

I graduated from one of the most prestigious art and design schools in the world as an advertising art director (with a minor in graphic design).

I put in 4 long years toiling at a drafting table.
Thousands upon thousands of dollars were spent on art supplies, pencils, rapidographs, layout boards, markers, Letraset, etc. etc. etc., while studying under some of the best design instructors and artists in the world, to perfect the skills (and craftsmanship) it took to enter these professions.

Over 1300 applied to the college from around the world every year.
But only (roughly) 300 applicants were accepted.

You had to present a full portfolio of work (which I had completed through 4 years of after school programs and life drawing classes during high school) to a panel of 3 instructors and a student.
In my last 2 years at the college, I had the honour of becoming one of those students and sometimes, I wonder how many went on to lucrative careers thanks to my thumbs up?

After the first grueling year studying a wide array of courses, you had to apply again to be accepted into the “Communication and Design” program for the next 3 years.
Again, a select few would make the cut with approximately 60 students making their career aspirations a possibility.
Somehow, with a lot of work and determination, I was one of them.

When we graduated, there was a high sense of pride.
4 years of study.
The same amount required to become a lawyer, or an accountant, or any other white collar professional who made a very decent living and earned a degree of respect in the workforce.

“What do you do?”
I’m an art director and designer.
“Sweet. Which agency?”

Those (like myself) who found their way into ad agencies and design studios were handsomely rewarded for the skills they were taught.
Amazingly, in those years, I had to tie back my ponytail, take out my earrings, and put on a shirt and tie for job interviews.

Anyway, yada yada yada…there’s a brief history.
I’m not going to bore you with yet another tale from the good old “Mad Men” days of this industry.
My blog is filled with these stories (see “I love the smell of rubber cement in the morning”).

Now, you may be asking “Ronnie, what is the point of this post?”

Yesterday, I’m doing a search and I came across a job listing.
It was when I saw the bottom line that my heart sank.

As I said, those of us that were selected to put in 4 long years of study before the days of computers, Creative Suite, the internet, crowdsourcing and design “contests” were a well-respected bunch who belonged to an exclusive club.

Our profession had mystery. It had prestige.

There was a sense of jealousy and awe to those who learned what you did for a living.

Now, here we are in 2013 and once again, I’m just shaking my head.

Basic formula to freelance success

I have now been working as a professional freelancer for 14 years.
In the last 6 years, I’ve been successfully working from the location of my choice - a comfortable home office.
When I am at work, I truly ENJOY being at work.
And of course, I also enjoy all the many perks that a single staircase commute has to offer.

I’d be lying if I said it hasn’t been a giant rollercoaster filled with ups and downs.
It has.
Many of them grace the entries on this blog.

I have learned that in order to run any successful business, especially in the service industry (which is what we, as freelancers, are), it takes a LOT of time and effort to get the machine up and running smoothly.
In order to get to a point where you have an ongoing stream of great clients and a steady flow of decent income for the service(s) you provide, it also takes something that many don’t often understand…

It takes extreme willpower.

This has been a really busy year. And for the most part, I’ve been enjoying every single second of it because it appears that the basic formula I’ve stuck to for years has finally been paying off.
It is an ideology that I have no problem sharing with you.

Now, I must point out that I get e-mail blasts and newsletters almost every single day from companies etc. wanting to sell me the secrets to success. They offer new technologies and seminars and everything else under the sun to help me become more successful.

I find that much of this info is quite useless. They are simply salesmen peddling a product.
As Public Enemy once said, “Don’t believe the hype”.
Here, in my opinion, is the ONE real way to do well as a freelance professional...

It’s to keep saying NO.

No, to crappy clients.
No, to crappy projects.
No, to crappy fees.

And it ACTUALLY turns out, that when you keep saying NO to those things, the ones to which you say YES will generally ALL be positive and beneficial to you in the long run.
This is what you will have to look forward to as you continue to build your business…

Great clients.
Great projects.
Great fees.

Sounds easy? It’s not.
There’s more to it…

Not only must you find the clients who value you while getting rid of those who don’t, you must build solid relationships with them through a high level of trust and understanding.
You must also have a great work ethic and be completely reliable.

Become “their guy” (and when I say “guy” that of course, also includes gals).

Their guy that can take a project from start to finish without the need for any hand-holding.
Their guy that can take care of their marketing challenges and creative needs successfully.
Think you can do that? Not everyone can.
And this is what separates you from the competition.
Business will keep coming to you when your clients value and appreciate what you bring to the table.

Once your clients understand your value. When they know they can count on you, and that the huge pile of work they just got handed when the company downsized and fired their partner, loading it onto their plate without so much as a raise, is now in your capable hands, you can basically name your price.

To sum up, it’s easier to relate what I’m trying to say in a quick story...

Unfortunately, my automobile mechanic died tragically this summer.
I’m REALLY feeling the loss.
Will I be able to find another mechanic? Probably. Eventually.
But in my eyes, he will forever be irreplaceable.
Why? Because of the relationship and trust that we shared.
As a client, I can honestly say that the work was great and he always took care of me.
I NEVER asked him about the price for the repairs.
I simply walked in, told him the problem, and dropped my keys on the desk. Whatever he told me, I always knew it was going to be fair and worth every penny.
This relationship will be extremely hard to replace.
It will also take time to develop this rapport with somebody new.
Why? Because he was MY GUY.

His garage was always ridiculously busy.
Busy because to everyone who came in, he was THEIR GUY.

Work towards being the professional (and getting the clients you want) who simply come in and drop their keys on your desk.

And to the rest that just aren’t worth your time or energy, be sure to keep on saying NO.

Over time, all of the positive ones to which you say YES will add up.

Until next time, keep dreaming.

The negotiation.

Chiropractor office: So we'd like our old logo redrawn, a new website, 4 business cards, outdoor signage, a brochure, a flyer, a pricelist, 4 window displays, all the printing, and our budget is (a ridiculously unrealistic) $X.

Me: Okay. Can I come in and get chiropractic services and massage appointments etc. every week for one dollar for the rest of my life?

Them: Uh, no.

Me: See ya.

Dollar Store mentalities.

Last night, I attended a mini high school reunion.

When reconnecting with old friends, discussion always turns to questions about what you do for a living? Of course, this discussion often turns into the trials and tribulations of your industry in today’s global marketplace and the effect of the current economy.

Speaking with Ken, a long-time friend, I mentioned that the biggest challenge in my career today is trying to educate new clients on why they should spend more money marketing their business than what they spend to have the oil changed in their car. Simply put, people seem to want all their marketing materials produced for next to nothing.

Upon hearing this, Ken remarked “it’s because in today’s world, we have dollar store mentalities.”

This sentence from his lips stopped me cold.

“Brilliant” I thought.

Let me explain…

Dollar stores have sprung up everywhere. There’s a reason for this. It’s because we all visit them. In today’s marketplace, let’s face it, many want stuff done on the cheap. Quality in many instances doesn’t matter. In some cases, you may actually get a deal. But is the quality on most of the items actually there? If you were looking at purchasing a good brassiere, would you buy one from “Dollar Dollar Dollar”? (I just made this name up BTW). Did the cheap manufacturing job overseas (which put many in your country out of work I might add) give you exactly the quality that you were looking for?

Case in point, you buy your child a bolo bat. You get it home, they play with it twice, and it breaks. The ball comes straight off the elastic. Going by Ken’s “dollar store mentality”, do you go to a higher end store and buy your upset child a decent bolo bat for a few extra dollars that won’t break? No. You go right back to the dollar store, complain, and bring home another one which will immediately break again.

It’s not money well spent. Spending a few extra dollars the first time on much better quality is money well spent. What you’re doing is just throwing money away on cheap crap that won’t work.

Relating this to advertising and design materials/communications, many clients don’t see the value in paying a great designer $1000 to market their business when they can get the cheap “dollar store” version produced for $250. Of course, most of the time, there is a huge difference in the quality and when the $250 version doesn’t work, they will not only go back and complain, they will find somebody else to do another horrible $250 version, instead of originally paying $1000 for someone MUCH better that will deliver a piece that will meet the required objectives. Recently, I had a wealthy client ask me why he should pay me $1000 to produce a direct mail piece when he can get somebody to do the job for $250?

I immediately asked him if he had an accountant for his business?

“Yes” he answered.

I asked if this accountant does his income tax?

“Yes” he replied.

I continued… “why do you use an expensive accountant when you can go to the mall and use one that sits in a kiosk for $50”?

I could see the wheels begin to turn in his head.

“Well”, he answered, “if I’m going to spend $1000 with you I want you to GUARANTEE that my business will explode”.

“I can’t do that” I answered.

He looked at me angrily (and completely puzzled). “Why not?”

“Let me put it this way” I replied. “Let’s say you (god-forbid) get cancer. You have a choice. You can go to a $100 an hour doctor who’s mediocre, or you can go to a $1000 hour doctor who’s highly recommended and has a great success rate. Which one are you going to use for your treatment?”

“The $1000 doctor” he answered.

“Of course you are” I responded.

“Is he going to guarantee that you’re not going to die?”

As a long time, somewhat reputable, higher-earning professional in this business, I have to educate new clients and have these conversations with them on an ongoing basis.

Why would I use your services when I can easily get cheaper?

Of course, they will also be sure to show me the last piece that was designed by said cheaper designer and it’s seriously atrocious.

“This is good, no?” they ask me?

My first response to that is “did it work?”

“Not so well.” they answer.

Of course, they are now coming to me for a new piece that WILL work but they are looking to spend the exact same amount of money again.

Dollar store mentalities.

When will they stop being surprised when they pay bottom dollar and it doesn’t work?

I have two favourite sayings. I use them often.

“You get what you pay for”.

And “the poor always pay twice”.

Until next time, keep dreaming.