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by David Airey
Work for Money, Design for Love: Answers to the Most Frequently Asked Questions About Starting and Running a Successful Design Business
Title Page
Copyright Page
Dedication Page
Contents
Introduction
Section I. Where Do You Start?
Chapter 1. Essential Traits
Be curious
Show empathy
Have confidence
You’re the manager
Motivate yourself
Professionalism
Balance
Don’t blindly trust your experience
Don’t forget to...
Chapter 2. Never Stop Learning
The never-ending lesson
What design school didn’t teach you
Other ways to keep learning
Chapter 3. Find Your Niche
What’s a niche?
Why specialize?
Spread the risk
Chapter 4. Pros and Cons of Self-Employment
PRO: You set your own hours
CON: People expect you to work 24/7
PRO: You set your own rates
CON: How do you know what to charge?
PRO: You’re doing the job you love
CON: Some people think that because you love your job, you’ll happily work for free
PRO: You make the rules
CON: No one explains the rules
PRO: If you want a holiday, you take a holiday
CON: You don’t get paid for time off
PRO: You get to wear a lot of different hats
CON: Sometimes you just want to wear your favorite hat
PRO: Your clients come from all walks of life, all around the world
CON: You probably can’t meet every client in person
PRO: The 10-meter commute from bedroom to home studio
CON: The inability to leave your work “at the office”
PRO: Taking your laptop outdoors
CON: The weather doesn’t always cooperate
Section II. Who Do You Need to Be?
Chapter 5. Work Direct or Be a Subcontractor?
Dealing directly with clients
Subcontracting with agencies
Chapter 6. Planning for Success
Truth
Assertions
Money
Alternatives
People
Chapter 7. Brand Naming
Everything begins with a name
Chapter 8. Designing Your Brand Identity
Your graphic identity
Other parts of your identity
Chapter 9. Working from Home versus Renting Space
Working from home
Renting studio space
Fit to work
Chapter 10. Launching Your Online Presence
Your basic launch needs
Hard-won lessons
Treat your competitors as allies
Chapter 11. Marketing Yourself and Finding Good Clients
Go pro bono
Love the ones you’re with
Market for free online
A little research, a lot of return
It’s who you know
Reach out to other design agencies
Zig when others zag
Offer a real gift
Think fast
Do business where you shop
When things go wrong...
Chapter 12. Why Bigger Business Isn’t Always Better
The personal touch
You are what clients want
Chapter 13. Legalities, Integrity, and Morality
Legalities
Integrity
Morality
Section III. How Do You Manage Projects?
Chapter 14. Choose Clients Wisely
Red flags
Chapter 15. Handling the Client Approach
The client questionnaire
Avoid wasting time
Start on the right foot
Chapter 16. Pricing Your Work
Deciding your rate
Breaking down the proposal
It’s not always about the money
Enter Mr. Procurement
How to negotiate up
Raising rates with existing clients
“You should be charging more”
Chapter 17. Terms and Conditions
What to include
It’s not unusual
Chapter 18. How to Best Present Your Work
Section IV. Before We Depart
Chapter 19. The Mentors Speak
Chapter 20. A Future Without Clients
Online advertising
Become an affiliate
Ship your product
Write a book
Income as energy
Chapter 21. Keep the Fire Burning
Chase the opportunity, not the money
Prove yourself
First with who, then what
Create what others can’t imagine
Focus on the right projects for you
Take control
Use the bad to appreciate the good
Rise above it
Jump in with both feet
Pay your dues
Make something beautiful
Be deeply satisfied
Be part of the community
Have pride
Step away from the specifics
Let others motivate you
Give and take
Work on side projects
Love what you do
Chapter 22. Resources
Books
Blogs
Publishers
Self-publishing
Ad providers
Project help
Don’t forget
Contributors
Index
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