In an engaging Q&A session after last year’s Typism Summit, lettering artist Jess Molina shared her insights and strategies for landing better freelance clients.
Building on her presentation, Jess discussed her four secrets to freelance success, including the importance of focus, curating a portfolio, building a diverse marketing toolkit, and demonstrating value in client pitches.
Find Your Focus
Jess emphasised that successful artists often have a clear focus. She explained that focusing doesn’t necessarily mean limiting oneself to a single industry or medium but can also be about having a distinctive artistic style or targeting a specific audience.
Jess described how artists like Matt Vergotis have successfully focused on specific industries, like alcohol labels, while others might focus on a particular medium, like murals.
Finding and Defining Your Style
Jess’s style is bold, vibrant, and expressive in lettering and illustration. She targets national and global brands whose audience aligns with her style.
For beginners, Jess advised a strategic approach, including studying artists they admire, identifying what they like and dislike about their work, and applying these insights to their creations.
Marketing Beyond Instagram
While acknowledging the value of Instagram, Jess advised not to rely solely on it. She highlighted two main strategies: cold outreach (contacting potential clients without prior relationships) and networking (building relationships through events and professional connections).
Handling Rejection and Persistence
Jess advised viewing rejection as “not right now” rather than a definitive no. She stressed that clients might not be ready for your work now but might be interested in it in the future.
Jess suggested treating outreach as a task rather than getting emotionally involved. This involves maintaining a spreadsheet of contacts and following up regularly.
Evolving Style
Jess encouraged experimenting and evolving your style over time. She advised against forcing oneself to stick to a style if it no longer brings joy and emphasised the importance of keeping the creative passion alive.
Jess discussed the importance of evolving your style. She acknowledged the fear of losing an established audience but emphasised the need for creative freedom and joy. Jess advised being strategic and clear about your focus and style to help clients understand and appreciate the work, reducing the guesswork for clients.
Jess provided valuable insights into the journey of a successful freelance artist. From finding a niche to defining an artistic style to diversifying marketing strategies to handling rejection, Jess shared practical advice and motivational tips for aspiring artists. Her emphasis on strategic focus, creative freedom, and persistence offers a roadmap for freelancers looking to elevate their careers.
With the next Business of Lettering Summit coming up soon, sign up for the waitlist for more great talks like this.
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