New Year, New Goals for 2015

As 2014 comes to an end, I have to say that for the first time, I feel like I know exactly what I want to accomplish for the New Year. I’ve mentioned before that I’ve meandered in and out of the freelance/Illustration world for a few years. But part of the reason why I think I’ve never grown as much as I would like in the art business is because I’ve never had a solid business plan. Crazy, I know. The younger, fly-by-the-seat-of-my-pants me felt that it wasn’t really necessary to have a plan. I mean, real, TRUE artists just don’t need that type of structure. We’re REBELS. Turns out that we do. Real WORKING artists don’t just see art as their passion, but they have to see it as a business in order to make money. The biggest thing I learned from working in corporate America is that you have to have a plan for where you want grow, and what you have to do in order to grow. So with that said, here’s the basics of my business goals for 2015:

Market, Market, Market!

Any working artist will tell you they spend most of their time marketing themselves in order to get jobs. More than actually creating work. It makes sense, because really how else are you going to make money? My goal is to not only market myself digitally (via craigslist, freelance websites, etc), but go the grassroots route as well. Leaving my postcards and business cards in different venues, talking to other business owners, and doing face to face contact. I can’t always hide behind a computer screen or easel.

Create, Create, Create!

During the time I’m not marketing, I need to be creating. Not only to keep my passions up, but to continuously add to my Etsy store, which determines my place on the site (more on that in a minute). Selling my original artwork and prints is critical in order to make money. So I need to continue to pump out new material in order to have a large variety to sell.

Increase My Etsy Activity.

I love Etsy. I really, really do. I am all about the handmade, and I think is a wonderful marketplace for artisans, vintage sellers, and creative people to commune with each other while making money.    For me personally, it’s so much easier than selling on my website, which just serves at a portfolio and “where else to find me” hub. Etsy does all of the grunt work, all I do is price and list for a tiny fee. Great for a non-techie like myself. But clearly, there is a LOT of competition on Etsy. Tons of artists sell their work there, and where you land on the site’s search engine depends on how often you post listings. So in order for me to stay at the top of the list, I have to constantly list new work. It’s going to be time consuming, but totally worth the effort. Staying close to the top will drive in more sales, and will keep me on my toes creatively.

Establish Business on the Legal Level.

Learning how to protect myself and my work legally. Establishing an LLC. Getting a better understanding of accounting, invoicing and contracting. Tax forms and 1099s. These are all things I’ve never thought about in the past, but I need to do in order to establish myself as a true business, if it is something that I want to do on a full time basis.

Make a Daily Schedule and Stick to It.

People think working from home is easy. While it is convenient, it takes a LOT of discipline to actually GET work done. You can get distracted by other things, and before you know it, the whole day has slipped by (today has been one of those days). Add in a rambunctious three year old to the mix and priorities can get pretty jumbled. I enjoy making my own schedule, but one thing I need to improve on is sticking to something specific. It involves continuing to get up early, focusing on completing one task at a time to complete it, rather than multitasking and not finishing anything, and utilizing the time I have alone (AJ goes to daycare twice a week).  I also need to scale back on social media, which can be a huge time suck, and brings me to my next goal…

Scale Back on Social Media.

Social media is great in the sense that it allows clients a peek inside of my world, WIPs, and keep them updated on my journey. But while great with connecting with clients and fans, is surprisingly ineffective in actually gaining work. I’ve heard this from other artists as well. And like I said, it can be a time suck. The few minutes to scroll through timelines and feeds can add up quickly. So I’ve been stepping away from Instagram and Facebook and posting less. I’d never disconnect completely, but there are better, more productive ways to spend my time.

Monetizing and Writing More Often My Blog .

I don’t really considering blogging as a form of social media, but more as an outlet to explain and showcase what’s going on in my life, artistically and otherwise. I see it as a direct connect to clients and fans, and a way to express myself in words. I’m not much of a photographer, so places like Instagram are cool but not really conducive to what I want to express. I enjoy writing though, when I sit down and really focus on it. So I promise to write more often, at least once a week (I’ve done pretty good this month, if I do say so myself). I’ve also been looking into monetizing my blog, as in earn some money from it. I would never, EVER charge anyone to read my blog, but there are ways to earn small amounts of money from the readership. There are ad-clicks, sponsored posts, advertising, etc. These are some of the ways that full time bloggers make their money, and if you really work at it, it’s a very sweet deal. I am not looking for blogging to be my main moneymaker, but extra cash in order to pay seller’s fees, buy supplies, etc would be helpful.

Getting to Know My Art Community.

I am fortunate enough to live in an area that has a large creative community and a great appreciation of the arts. There are a lot of galleries, art centers, workshops and viewing spaces within 10 minutes of my home. I want to venture out and learn more about the local artists, put down some roots, and build a name for myself in my area.

Expanding My Creative Brand.

There are so many creative things, beyond painting and drawing, I want to try out. Knitting, crocheting, repurposing furniture, sewing, soap making, floral arrangement, gourmet cooking,  jewelry making…the list goes on and on. I also want to write and illustrate at least one children’s book, graphic novel, and webcomic series, license my artwork, and teach arts and crafts workshops to kids and adults. My ultimate goal is to build a creative brand. I want Mama Craftista to be an umbrella company for many ventures. Not quite a lifestyle brand, but not just an art brand. I’d like to fall somewhere in the middle.

Always Make Time for Family.

As I’ve mentioned many times before, my goal, above all, is to be there for my son, particularly during these oh-so-fleeting child years. It’s the reason why succeeding in this career path is so important to me. To stay out of a stuffy, rectangular office, make my own schedule, and why I am working so hard to make it happen. Because of that, when I am not working, I need to be present. That means not checking emails, sneaking in sketching or writing, etc. What’s the point of spending the majority of my time with him if I’m constantly distracted while I’m with him? I don’t want to fall into the “workaholic” trap and constantly sacrifice my family time for my career. I truly believe that a balance is possible, and if I am controlling the reigns, I fully believe that I can achieve it.

There are several small things I want to accomplish as well, but this is the jist of the larger things. I plan on revisiting this post a year from now and check off what I have accomplished. Here’s to a great holiday, a productive rest of the month, and progressive new year!

Business Talk: Just Because I Love What I Do, Doesn’t Mean I Will Do It For Free

So as you know, I’ve been on a hardcore marketing and self-promotion grind as of late. I’ve been putting myself everywhere, trying to formulate a presence in the illustration world, and of course, land some clients. The results of my determination have brought me a bit of notoriety, which is fantastic. But unfortunately, a few negatives come with that notoriety. And the BIGGEST negative is the increase in requests for spec work.

Let me start with a short story. A few years ago, I agreed to collaborate with an aspiring writer who claimed he was shopping a children’s book around to different publishers. He had come across my site via Myspace (so you KNOW this was a while back), said he loved my work and was interested in working with me. Me, being the super-eager person that I am, agreed immediately, seeing big things with the projects. My illustrations in a children’s book? Fantastic! He emailed me some snippets of the story, and asked me to come up with some sample illustrations. “So I could see what type of concepts you could come up with and what your style is like,” he said. And I agreed to do just that. I settled down at my desk and got to work immediately. Within a week’s time I had created six colorful, hand-drawn and hand colored illustrations. I was so proud of my work and was convinced that the writer and I would land some great publishers. I emailed my work to him, and he was really impressed. He said he would finalize the story and get back to me with more parts to the story and to discuss compensation. I agreed, sat back and waited. A week goes by with no word. I emailed the writer and received no answer back. I shrugged and figured he was busy writing more. Another week goes by, and still no word. I send another email, and no response. Finally I picked up the phone and called him at the same number I had been corresponding with him for the past two months…and it was disconnected. I never heard from him again.

That experience was painful, but it was definitely a good lesson. Fast forward to now, I get approached by a company about a print project for a magazine article. I make a bid on it, and point the company to my website to see my work. I get a response back saying that they really like my work and are interested in taking my bid. But first, however, they wanted me to do a detailed mockup of their project, just to get a feel for my style and how I would approach it. I’ll admit it, for a fleeting second, I considered it. Because freelancing is now a full time job for me, I’m eager to gather as much work as possible. But then I instantly caught memory of that incident just a few years ago, took a step back, and reiterated that I didn’t do spec work and my style was evident in my portfolio. I would be more than happy to provide a few rough(and copyrighted) sketches, but that’s as far as I would go. And if that was the case, I would be increasing my bid to accommodate the extra work. Needless to say, I haven’t heard from this company since.

The prospect of speculative work, or “spec work” as it’s called, is a sensitive subject in the freelance world. Simply defined, it is any job for which the client expects to see examples or a finished product before agreeing to pay a fee. It is something is that is frowned upon in the industry. As a matter of fact, the American Institute of Graphic Artists and the Graphic Artists Guild consider it unethical and should be avoided at all costs. This is completely understandable among well-established artists who are at the point to where they can pick and choose their work without consequence. But what about the so-called “starving artists” out there? The ones who are getting their feet wet in the industry, and trying to stake their claim in the world of freelance illustration?

Here’s my take on it: I see being asked to do spec work as a way of downplaying both my work ethic and my abilities. My talent should be evident in my portfolio. That’s the whole point of a portfolio after all…to showcase what you are capable of. I also see it as an incredible waste of my time and my money. You wouldn’t ask a plumber to unclog your drain just to see if he could do it, or an electrician to rewire something to see if he was able to. They are providing a service, and they should be compensated for it, and that’s what I expect for the service that I provide. That’s what all artists should expect. On top of that, I feel that as a new working artist, you are building the wrong type of reputation. The art community is a small one. If you start building a rep as “that illustrator that does free work,” clients catch wind of that, and start hitting you up all the time for it. So whenever the subject comes up, I either politely remind them that I do not do spec work, or that if a mock-up is an absolute necessity, it will be coming at a much higher, copyrighted, and non-refundable cost. Usually that’s enough for them to retract their “offer.” There are cases where artists do pro-bono work or donate work to charities and non profits. I personally gift custom art, because I’m all about the handmade. I think that is an admirable thing, but something that should be at the artist’s discretion, not at the client’s insistence. To be asked to provide a service for nothing in return…well, it’s insulting, plain and simple.

Why does this happen so often? I think there are several reasons. The biggest one is that there is the unshakable stigma that freelancing is not “real work.” Just because freelancers often work from home, make their own schedules, and are doing something that they enjoy doing(you have to, because you definitely don’t freelance for the money), doing it is something that comes easy. Sadly, I see so many freelancers…all artists on all levels really…deal with this more often than not. I know I deal with it constantly, and it gets exhausting to have to always explain “what I do.” But like any other job, we work incredibly hard. In fact, I think we work twice as hard because we are handling all of what a different department would handle at a “regular 9 to 5″ type of job. You know all of those things that your boss handles? The Payroll Department? Human Resources? Administrative Services? Customer Service? Freelancers do all of that on their own. So the fact a lot of people don’t think that we’re really working…well, it’s almost laughable. Another reason is that a lot of potential clients just don’t know any better. It kind of goes back to the whole “it should come easy to you” deal. But again, this is our business, and a service we are providing. For every hour that is spent on an unpaid spec, it is an hour taken away from a project that we are actually being paid for. There are also those out there with more devious motives. Those that would snatch your concept and your style and run as fast as they could in the opposite direction with it, money in hand. And without a contract or a prepaid fee, there would be nothing you could do about it.

So, from one aspiring artist to all the others that are out there reading this: patience truly is a virtue in this business. Sometimes it feels like all of the effort to make your presence known isn’t going anywhere, but it is and it will. We are ready and willing to jump at any possible opportunity, but sometimes we have to take a step back and really think about whether it is a good opportunity. Someone taking advantage of your “newness” to the industry is a horrible feeling, and one of many things that can break your confidence. More than anything, follow your gut. If someone is asking you to do something for nothing, then it’s not for you. There will be many more chances where that came from, and it will be one that will give you what you deserve. Patience, persistence, and determination mean everything in this business.

The Business of Duality: Day Job vs Career Work, Plus a Peek at New Art

I don’t know if I mentioned this here, but I have a “regular” job. When I say regular, I mean a plain old 9 to 5, doing office work at a company in midtown Manhattan. It’s a nice place to work at, but nothing special, and it’s a steady paycheck. The creation of Mama Craftista is a combination of the experience I’ve gained while working freelance part time, a solid business plan of what I want to accomplish in the next five years, and an overwhelming need to make a living by my art, completely. But my business isn’t yet where it needs to be in order for me to support myself financially. I have my goals and a timeline set, but in the meantime, office work pays the bills.

I had a conversation with a friend and co-worker the other day that got me to thinking about the duality of pursuing your desired career while working a not-so-desired job to pay the bills. She is currently studying to get her real estate license, which requires a lot of hours. Like me, she is the mother of a toddler and has a fiancé, and is constantly working to find some sort of balance between work life, personal life, and career. She said her biggest motivation is to be able to be financially independent, while making her own schedule so that she can be able to spend more time with her family. To not have to answer to anyone but herself. I can totally relate to that, and is definitely one of my motivational factors to get where I want to be with my business.

 

According to the Freelancer’s Union, 40% of the American workforce are independent contractors. Working independently also seems to be the preferred career path of millennials. They are less concerned with making massive amounts of money at a job they hate. Instead, more are drawn to making just enough to be comfortable, while still having happiness and personal freedom.  I don’t feel like I covet the “millennial” title; I think that’s more reserved for recent college grads just entering the workforce. But I completely relate to that mentality. When I left college in 2003, I walked right into an economy that was just beginning to crumble. Although I am proud of my degree, it really hasn’t done much to land me a job in the art field. It had been a few years before I realized that creating my own opportunities made more sense for what I wanted to do. But by then, I had already had several years of administrative experience. As I mentioned in a previous post, I appreciate the things I’ve learned from the small business owners that I have worked for. But I’ve always known that I wanted more than to be just an assistant.

Fast forward to now, with years of working freelance part time, and formulating a solid business plan, I have spent many late nights and early mornings, working on new pieces to add to my store, marketing myself to get freelance work, investing any extra money I have back into my business. This is all while trying to make sure my son and my son’s father are taken care of and my house isn’t falling apart. It is an exercise in exhaustion, but I manage. My friend and I both agree that focusing on your big goal is key to get you through those 14+ hour days. I also like to see it as practice for when you are working your career full time, because although you are making your own schedule, business owners often work more hours than the people they employ. Working a day job should also be seen as a tool, not a crutch. Although it may not be what we want to do permanently, it is a providing a means to take care of yourself, and to get to your end goal of working for yourself. We also both agreed that our kids are our motivators. I want my boy to see that hard work and focus will get you where you want to be in life. I want to be able to have a flexible enough schedule to where I can spend quality time with my family.  More than anything, I want to fulfill a lifelong dream. I don’t want to look back on my life a regret that I didn’t take a chance and venture out on my own, focusing less on money and more on happiness. As long as I have enough to take care of my family and myself, that’s what really matters. So as I get closer to my goal to becoming a full time artist, I will take the duality in stride. After all, that’s what life is about…finding the balance.