Getting Better At Your Craft Might Be A Waste Of Time.

The importance of “the business stuff” in your creative business.

My internet-buddy Melinda Livsey did a series of IG posts a few months back titled “you won’t land more clients by improving your design skills.”

I have thoughts!

For years, I have contended when I speak with other designers that: it's not about being the best [insert title here] in the industry. It's about being top of mind. It's about being enjoyable to work with. It's about solving problems. It's about getting the work done.

I have a confession: I'm not actually that good at lettering or design! Whew — there, I said it. But seriously, this isn't a weird exercise on humility. Let me explain... I could point you in the direction of 100's of other designers who are far more technically skilled or lettering artists whose craft would blow me outta the water. People whose work I look at and literally laugh, because it's so far above me. HOWEVER, what I lack in skill, I make up for in passion, empathy, understanding, strategic thinking, creative problem solving, candor and the ability to be truly adaptive. And oftentimes, these are far more valuable than "having the best design."

I realized a few years back, when I was practicing lettering tirelessly — literally practicing ~15–35 hrs every week on top of near full time work for almost 2 years — that I was getting better. A lot better. But I wasn't getting the traction I needed. I wasn't getting in front of clients or the people who actually needed my services. My marketing efforts were no more than simply posting on Instagram. While yes, posting on IG impresses other designers, it made me exactly $0. After burning myself out, I traveled for a bit, and I came back with a fresh perspective.

I decided that I was going to intentionally put myself in font of the businesses that I wanted to work with. The simple decision to get in front of companies who don't know me, but probably could use my services. What a radical thought...

So, what did I do? I produced a self promotional newspaper. The newspaper was simple. It had a cover, an introductory paragraph that explained who I am and why I do what I do, some samples of my work, and contact info. Simple as that. And, how did it play out?

That newspaper converted over $30,000 worth of hired work in less than four months.

Sheesh! Wasn't expecting that...

So, what did I learn from that experience? That your marketing efforts can pay off! Sometimes you gotta do more than just create, folks. I hate to say it, because I know it's not nearly as fun. But if you're feelin' like you can't get to that next level, I'm pretty sure some more intentional marketing will get you there.

PS: If you're interested in checking out Melinda's post that was the inspiration this post, here's Part 1 of 4 from her.

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