New illustration grads and fine artists looking to change their career often come to me for advice on
how to get started in illustration. My advice is a mixture of what I did right, and what I'd do differently now that I know better. Lauren Noon contacted me recently via email to ask some very good questions about getting started in illustration. Here's my take on it.
Lauren Noon wrote:
Hi Scott,
Dr. Alberquerque told me that she knew an illustrator that is successful as a freelance artist, so I was interested in asking you some basic questions. I thought that maybe it would be a nice start to my career to get as much information about how illustrators make it in this industry. I am a new graduate from Sheridan College in a degree program for Illustration and I am in the process on trying to find some places to start applying to. So I wrote some questions down and wanted to know your opinion on it and basically how you started off.
1. When you decided you wanted to be an illustrator, how did you come about being a freelance artist and why did you decide on freelance?
Let me just preface this by letting you know I was a very dysfunctional person when I started out, and I had no idea how dysfunctional I really was. I had some sense of it but had no idea how much that was affecting my business relationships. So if this sounds like illustration is a huge struggle, that's only because it was so for me with my screwed up thinking. If I had to start over again from scratch right now it would be way easier now that I've got my world view and behavior fine tuned. I was really getting in my own way back then, and
even today I'm constantly working on growing myself to be able to handle more responsibility, bigger jobs, and great relationships with my clients.I fell into illustration by accident in university. I was studying fine art and an on-campus research publisher asked me to draw some cartoons for their magazines and reports. I thought I wanted to be a gallery artist but turned out that didn't really interest me. Illustration was more fun. I tried to make it as a commercial "cartoonist" when I graduated. I failed miserably.
I had zero sense of how to market and build strong relationships with clients. I was far too selfish. It was all about me, as if they were lucky to have me. I managed to repel a lot of work that way.After a year of desperation and financial struggles I decided I needed... no, really, really
wanted ... a job as an in-house illustrator and then the Law of Attraction kicked in (see the movie "the Secret" if you don't know what that is). So I sat down to write a resume and a cover letter declaring to potential employers my intention to do whatever it takes to be a great and valuable employee for them... and I never had to send it out because I literally got a phone call right then, while I was typing the resume, a friend of a friend alerting me about a job opportunity in Waterloo (only a 25 minute drive from my house) for an illustrator. I applied, showed up with my portfolio and my sketchbooks, they interviewed me for 2 hours and hired me on the spot. Magic.
This was the Law of Attraction in action in a really big way.I was there for three years, getting paid to learn to be an illustrator (which is actually a very different animal from being a fine artist) and to use Adobe illustrator as a tool. This job was great, but I outgrew it. It became more and more creatively restrictive, and I wasn't really getting paid what I was worth any more...
or so I felt... and the office politics were bugging me like crazy. I started planning my escape, reading "Guerrilla Marketing" by Jay Conrad Levinson was amazing for me (I highly recommend this book!). I wasn't emotionally ready to go out on my own still, but it gave me the confidence to ask for a raise at work. They gave me a $6000 raise, and three months later there were sweeping layoffs in the art department and I got cut. Kicked out of the nest, sink or swim. Bought myself a decent computer and off I went. Freelance.
Why I wanted to be freelance is a much shorter answer...
Freedom. I hate being controlled and micromanaged. I hate a regular schedule. I hate doing the same thing day after day. Freelance is a great adventure full of new learning experiences every day, new creative and artistic explorations. And learning about business is learning about relationships. And relationships are everything. So It's a great laboratory for learning about life.
It's important to know what working style you really thrive in. There's nothing wrong with a regular job, a regular schedule. It just doesn't work for me. If it works for you... or something else altogether works for you, then set yourself up to win by giving yourself that environment. You are an individual and your best path to success will be as unique as you are. That being said, there are many pre-forged paths taken by other successful illustrators that you can emulate or model for yourself. If it's worked for other people and it suits your style, do the same things and chances are you'll get the same results.
2. Right now my biggest problem is being tossed into this industry with no thought of how to start searching around for illustrator jobs. Is it easier to search based on something in particular that you want to specialize in? or if I don't know where my art fits in within the industry, is there any way you can suggest where I could start off searching for jobs?
Fish around. See who is interested. Meet with art directors to show your portfolio. Ask them and art directors will give you ideas of where you can go with your work. Some of the ideas you'll hate, some will spark your interest. Either way, be incredibly grateful for their help. Build a website and ask for feedback via email or telephone.
Note: Put your own favorite work in the portfolio... the kind of stuff you would like to spend more time doing. Don't put in work you hate just because you think it will pay well. If it's in there, you'll get hired to do more work like it. Set yourself up to win by attracting jobs you're going to enjoy.If you call art directors directly most of them will be happy to take a few minutes to look over your portfolio site. Think of it as gathering information. And in the process they will get to know you and your style and you may get some jobs or leads or referrals out of the process. Talk on the phone with them, or even better, meet them in person. That creates a personal connection and they are more likely to want to work with you.
Also, Ask other illustrators who work in a similar style to you. They'll have lots of ideas of what you could do and where you could go with your work. Don't be shy, you'll be surprised how many of theme will be happy to share their experience with you. People are hardwired to help each other. Some will say "no" for fear of the professional competition, and some will be happy to share.
3. How long did it take you to really get on your feet and start making money as a freelance artist?
Again, this is more about my personality at the time, but it's been 8 years of off and on success. I've just made a major financial breakthrough now.
If you're organized and confident and creative in your marketing and customer service oriented you can get really far really fast. I can recommend resources for learning more about this...
Those resources are as follows:- Again, Jay Conrad Levinson's book "Guerrilla Marketing" and his follow up book, "The Way of the Guerrilla". Probably you'll find them at your local library.
- T. Harv Eker's "Secrets of the Millionaire Mind". This is a book that talks about the mindset of growing yourself into a person who is willing and excited to become successful. As contradictory as it sounds, many of us have known and unknown attitudes and hangups that inhibit or even paralyse our ability to succeed. This book, at the time of writing gets you two free tickets to a three day seminar by T. Harv Eker or one of his incredible trainers. The first time I attended this seminar I came out of there bursting with my own creative ideas for business opportunities, and the confidence to pursue them.
- Internet Marketing is very inexpensive to do, and highly effective, especially for visual artists who can display their work on-line. I'm studying an excellent course right now that gives you everything you need to get started. It's called "The Insider Secrets to Marketing Your Business on The Internet", and you can get it for about $200. Click here to check it out.
4. Is there really a market for a fulltime illustrator? or is it mostly freelance art if you really want to make it within this industry?
It is possible to find a staff job. Freelance is more common. You could do a little of both. A staff job may not be exactly or directly related to what you want to do, but it's a great place to start, gain experience, learn technical stuff, etc.
Plus it would give you the financial stability and confidence to direct your illustration career exactly where you want it to go. 5. When you are applying for jobs, do you usually send out hard copy portfolios to different companies or send your url or a file with some of your pdf artwork to art directors? Mainly, which one do you mostly find is most effective?
I don't apply for jobs, I attract them with marketing. A huge chunk of my work is from word of mouth through friends and networking. The rest is from my internet marketing efforts.
6. What kind of work did you do at the beginning of your career?
Cartoons on my own. Educational/instructional illustration in my staff job (still do a lot of that today).
7. How did you go about selling yourself with no previous experience?
I made my own projects to gain experience. Teamed up with a friend to create a children's book, wrote and illustrated my own comic book stories, worked for cheap to get clients. Gradually increased my prices and my ability to present myself.
Networking with people is the best way in the world to get work. The more people you meet who find you reliable and pleasant, the more work you will get. It's probably the cheapest and simultaneously most effective marketing activity you can possibly do. You can network in person (networking events and groups, volunteering, teaching, etc.), and on-line (forums, LinkedIn network, blogging, etc.). Also directly... in person... contacting specific people, businesses, and organizations you want to work with is extremely effective.
Also, look outside the world of art directors. One of the best jobs I ever got was gotten by accident and the client was not an art director. He was doing some other kind of work that happens to be another interest of mine. I sent him an illustration of something directly related to him, based on something I learned from one of his publications, just to see what he would say. I had no expectation of getting work out of it but we hit it off and shortly thereafter he offered me a project.
So if you're into something other than illustration, like biology, or yoga, or floral design, or cooking, or physics, or politics, or relationships, or TV, or (place your interest/passion here) find people in that field who you admire, especially well known people in that field, and send them some doodles of something they might be able to use for their work, or something they might enjoy offering their clients, or something that may help them achieve what they want.
If you have any fears around doing this kind of marketing, or any other aversions that are holding you back from achieving what you want to, I can help you to get over them quickly and painlessly. I'm a Personal breakthrough and emotional freedom coach in my other career using primarily EFT (Emotional Freedom Techniques).
To give you an idea, I've helped a lot of people dramatically reduce or eliminate aversions and phobias that stunt their professional of personal growth, sometimes in only one session. Others over a series of 6 sessions, and I have some clients that get so much out of it they have been working with me once or twice a week for months. You can check out my website at www.eft-in-guelph.com.
8. What kind of jobs are out there, that they don't tell you in school?
- usually what most faculty mention is the obvious jobs for freelance like commercial art and book illustrations, graphic novels, and all of that. Is there any kind of illustration job that is out there that is not the obvious that illustrators can do?
Yes, there are plenty of opportunities. You just have to be open minded and creative. You can start your own thing. Some illustrators went right into creating merchandise with their art on it, be it characters, cartoons, designs. Toys, fabrics, wallpapers, colouring books, clothing, accessories, novelties, greeting cards, kid's books, tv shows, lawn ornaments... Get creative, explore options, and research viability (This is really easy to do for internet marketing at a site called "
WordTracker").
- Advertising Industry: Proposal sketches/renderings, illustrated elements for ads on TV, internet, print ads in magazines and newspapers.
- Publishing industry for book covers, book interiors, CD covers,
- Animation/game industry: Production design, character design, background art...
- Toy/gift/retail industry use illustration for packaging, greeting cards, gift wrap, gift bags...
- Fashion industry: not sure how that works, but illustration is involved there.
- And there are probably hundreds of niche markets. Find a niche that needs you and you're golden.
So those are some of the questions that have been in my mind for awhile now that maybe you could help clarify and be a good way for me to take in consideration. If you maybe have an ideas where my art would fit in within the industry, that would be a good starting off point for me. I'm trying to get as many opinions as I can. My site is:
www.laurennoon.comThanks so much for your time,
Lauren Noon
No problem Lauren.
Cheers!
Scott