As a business person, job seeker, or entrepreneur one of your biggest concerns is how to gain attention of potential clients. It is what determines your success. In this piece, we are going to look at ways you can produce portfolios/marketing materials that can show off your skills, products and services, and help you create an impression that lasts. The tips we have covered here can equally be used if you are looking for a job; interviewing to land a full-time creative role for example.
Show detailed examples of your past work
A powerful portfolio of work can really impress. 20 pages of designs, products, case studies or customer stories can do a lot of the sales job for you. This sounds like a lot of content, but it isn’t if you consider the fact that it is fine to select individual aspects from larger projects. For example, as an architect, you could highlight specific aspects of a building design in separate sections. Endeavour to show your ability to work with a wide range of clients.
Your medium is your message
When putting together your marketing materials, use the best possible print quality to push for that positive reaction. According to Dean Williams, http://www.print-print.co.uk/brochures-booklets branding expert, “the quality of paper you use for your portfolio and marketing is crucial. If you are handing over brochures that have curling edges, or feel cheap, they will transfer negative associations to you. To create the right image produce a great portfolio on quality paper.”
Discuss client needs in detail
Your business style, strategy and processes are important, but, in many cases, your ability to interpret the exact needs of the client will be pivotal to your ability to achieve the outcome you are gunning for. So while designing your marketing materials, you need to provide notes, or explanations, showing why you chose to create and deliver a solution the way you did. This will help clients to relate their needs with your solutions, and help your conversation be geared towards them.
Only use the right examples
Leading on from the last point, you need to think carefully about what you are handing over. If you were putting together a graphic design portfolio for a particular role, you would need to keep in mind what the role involves. If you are applying for the role of creative director, for instance, you don’t need a portfolio that focuses heavily on artwork. You need to know what your potential client or employer is looking for- always! Make sure they relate to the materials they are presented with. This may mean having different marketing resources for different niche. It will certainly mean focusing on the client from the start of the marketing process.
Create case studies
Your business portfolio is not an art collection; although it should look good of course. Seek recommendations from previous clients and package them alongside real life case studies. This is a good way to show how capable you are as a professional. Talk to past clients satisfied with your work. They will be willing to help.
Returning to graphic design, the biggest names in the industry, like George Saville, are concerned about the money-grabbing attitude of designers today. Case studies can demonstrate your passion and set you apart from everyone else vying for the attention of your prospects.
Keep your marketing trim
Filling your marketing with information that is irrelevant to your prospects, or very old examples of your work, isn’t a good idea. Remember, your goal is to draw attention, and it is easy to lose out on this front if the receiver has to sift through many pages, or visit tonnes of links, to find your best, most relevant information.
Create a portfolio that reflects all of your qualities
A good portfolio is one that is a true reflection of your abilities, and where relevant, those of your company. If you are capable of delivering off the shelf and bespoke solutions, make sure you communicate that. Not doing so may deny you of a contract, or job, you are very much qualified for. Don’t make too many assumptions about what the client wants. This may seem counter to the previous point about keeping your portfolio thin, but what I am really trying to say is demonstrate your versatility and talents within the niche you are targeting.
With these tips, you can create a portfolio that will attract the right degree of attention to your skills, and help you land more contracts, or get that dream design job.
