Issue #01
Wednesday June 16, 2005

Welcome to Inside Freelance Design (IFD), your new, free, bi-weekly e-letter from the American Writers & Artists Inc.. Every other week, you can receive this special alert with secrets, tips, and insights from AWAI's graphic design pros to help you improve your skills and reach your goal of becoming a professional graphic designer in the fastest time possible.

If you would like to continue receiving Inside Freelance Design, you will need to register by clicking on the following link. Note that you will not receive any future issues if you do not register.

http://www.awaionline.com/insidefreelancedesign/

Let me begin by introducing you to the people who will be regular contributors to IFD ...

Kammy Thurman, our lead contributor, started with us by taking the copywriting course. When she attended a Bootcamp and saw the opportunities for DM designers, she decided to expand her skills and add graphic design to the list of services she could offer her clients. She now has her own successful copywriting and graphic design firm Anchor Creative.

Kristin Schwarz has been a graphic designer for seven years ... both as an employee and a freelancer. She joined AWAI in March to help us improve our existing programs and develop new ones (like IFD). Kristin will be writing our IFD Mailbag column – so if you have any questions or suggestions, she’s the one to contact.

You’ll also hear from people like industry pros Roger Parker and Lori Haller, business-building experts, and fellow students – all who can help you get the most out of the Graphic Design Success program and get started in your new career.

In this, your first issue of IFD, you’ll hear how former student/now freelance designer Dennis Rome jumpstarted his graphic-design career by doing something that you can do too. And you’ll get a Quick Tip on how to make two colors do the job of three (or more).

Plus, a special feature on how to use PDF files to make sure your assignments get to us exactly the way you intend them to look.

So now, without further ado, let’s get started. Enjoy – and have a great week!

Katie Yeakle
Executive Director, AWAI

IN THIS ISSUE:

Special Feature: What You Need to Know About PDF Files
Student Success Story: Dennis Rome Proves You Can Really Make a Success in Graphic Design, by Kammy Thurman
Quick Tip: 5 Secrets to Make One or Two Colors Look Like Many
The IFD Mailbag

SPECIAL FEATURE: What You Need to Know About PDF Files (Because We Want Your Assignments to Look Great!)

We often receive student assignments as email attachments. This is the best way to submit your assignments to guarantee that we'll be able to process your critique as quickly as possible.

However, if you send your files as Word documents and we don’t have the exact fonts you used – or if our settings for Word are different from yours – your layout can shift. The missing fonts will be replaced by a default font (that looks all wrong) and the text will wrap differently.

This means the design that looked so great on your computer looks totally different on ours – and could result in a bad critique.

It’s very easy to fix this problem. You simply send your assignments as PDF files. A PDF file always looks the way you designed it … no matter what computer is used to open it.

Assuming your Word layout program allows you to export to PDF, here’s what you do:

Once you’ve completed your assignment, save it normally. Then click on the PDF button on your toolbar that says “Convert to Adobe PDF.” (If you do not see the PDF buttons on your toolbar, go to View > Toolbars > PDF Maker – close to the bottom of the list. One click and the PDF buttons will now appear.)

A window appears for you to save your file as a PDF file.

Attach that PDF file to your email to us. We will see your document exactly the way you intended it to be seen.

A similar process applies if you are using layout programs like InDesign, PageMaker, or Quark. And if you’re using Mac OS X, you can make almost any document into a PDF file by going to “Print” and then clicking the PDF button in the Print Dialog window.

If your layout program doesn’t allow you to export to PDF, you have several options.

You can purchase a full version of Adobe Acrobat. It’s expensive but gives you maximum control. Or you can purchase a cheaper PDF writer like PDF Factory www.pdffactory.com.

There are also many free PDF writers you can download from the Web, including Pdf995 www.pdf995.com and PDF4FREE www.pdfpdf.com/pdf4free.html.

The free versions often display a sponsor page in your Web browser each time you run the software. If you prefer not to see sponsor pages, purchase an ad-free version.

STUDENT SUCCESS STORY:
Dennis Rome Proves You Can Really Make a Success in Graphic Design
by Kammy Thurman

Can you REALLY make a living as an AWAI-trained graphic designer?

Yes you can – and there’s probably nobody better to tell you how than Dennis Rome.

IFD: Dennis, tell us about what attracted you to graphic design.

DR: I’m a native of southern Louisiana – right in the middle of Cajun country near Baton Rouge – where I’ve run a successful computer consulting business for 15 years.

I’ve been interested in design and layout for a long time, but aside from personal projects I didn’t have any real experience. Before starting the AWAI course, I did a Christmas newsletter every year and I always looked forward to that! Back in 2003, I was looking for a way to expand my skills. So when I got the DM piece about AWAI’s Graphic Design course, I jumped at the opportunity.

IFD: How long did it take you to go through the course?

DR: About 5 months. It didn’t take long, because I was very motivated to get going professionally.

IFD: What was the most important thing you took away from the course?

DR: Other than the core information,it was discovering that there’s a real need for direct-marketing designers – and that there’s no better place to get started than with AWAI. The staff was very helpful. I really appreciate their recommending the Design Bootcamp and mentoring programs to me. Both made a huge difference in my career.

IFD: You started working professionally before you finished the course. Tell us about that.

DR: As I was approaching the end of the course, I knew I needed to learn how to promote myself. Bob Bly had a "Selling Yourself as a Copywriter" course, so I contacted him and asked if I could use the same principles to promote my graphic design business. Most of my questions revolved around how to market myself, what to charge, and the like – so, of course, the answer was “yes.”

Bob could see that I was ambitious and wanted to get my business going. So one day, out of the blue, he called me. He asked if I'd be interested in doing a few small projects for him. The first was a special report he wanted as a premium.

After I sent the final design to Bob, he called and told me he liked it and had seven more projects for me. I was on my way! Those projects turned into several more, which turned into referrals to other people he knows ... and a great testimonial from Bob.

IFD: What projects are you working on now?

DR: Several: A full direct-mail package. A paperback book & cover design. 3D e-book covers for another client. And several premiums for a vitamin supplement company.

IFD: Are you designing full-time now?

DR: My design business brings in about 75% of my income now. The other 25% comes from computer work. But I plan to go into design full-time very soon. It pays a lot better … and designing is far more fun than dealing with computer woes.

IFD: What have you done to get clients?

DR: Most come through referrals from satisfied clients. I recommend that students use the self-promo strategies discussed in the Graphic Design course and that Bob reveals in his teleconferences. Do a stellar job early on. Word gets out about the caliber of your work.

IFD: What’s the most exciting thing that has happened in your design career so far?

DR: Working with a mentor –in my case, one of the top pros in the world! And getting a printed copy of a 228-page paperback book and cover that I designed. I even got an autographed copy for my portfolio. That was really exciting!

IFD: Before we go, any other words of advice for our students?

DR: That’s pretty simple. The best way to get your design career off to a fast start is to give the course assignments your very best effort.

I still have my AWAI assignments as part of my portfolio. Just last week, a very experienced copywriter asked about an 8-page sales letter in my samples. I had to confess that it was a class assignment. He liked it and said it was great work!

IFD: Students and potential clients can learn more about your work at www.romegraphics.com. Thank you very much for your time.

[Ed. Note: If you’d like more information on how to jumpstart your design career with the help of a mentor (like Dennis did), contact memberservices@awaionline.com.]

* * * * * * * * Highly Recommended * * * * * * * *

The Fastest Way to Get Your
Graphics Freelance Business Running

Click the following link to learn about a shortcut that wil
l shave months or years off your learning curve:

http://www.awaionline.com/fasttrackgraphics/

QUICK TIP: 5 Secrets to Make One or Two Colors Look Like Many

Using two spot colors [see “spot colors” ~ page 364 in the course] in a project can be as exciting as a 4-color design – and since it costs less to print, it is more profitable for your client.

Because it is so cost-effective, direct marketing heavily relies on the use of spot colors rather than flashy photos. But you need to know how to do it right in order to make your designs stand out.

Here are five secrets for using spot color:

Allow colors to overprint.
When one color prints over another, a third color is often created.
Consider the paper color to be a third color.
Add an additional color to the promotion by using colored paper rather than the traditional white or cream. Avoid paper with patterns or images that reduce visibility. And always make sure your client approves of your choice, since it can increase his costs.

You can get free paper samples at: http://www.livingtreepaper.com/products_request.html, http://www.thepapermill.com/
http://www.neenahpaper.com/index.asp?ft=Home
Reverse text out of solid or tinted boxes.
Another way to make colored paper your third color is with reversed text. [See “reversed text” ~ page 344 in the course.] The color of the reversed text is the color of the paper. But remember ... reverses can be hard to read, so use sparingly.

Using tints of two colors looks like many colors.
A 10% blue tint looks a lot different than an 80% blue tint. If you use 5% increments, there are 20 tints of any color available for you to work with.
Experiment with duotones.
A duotone is a photograph that is printed in two colors. You can get a range of interesting effects with duotones – from subtle sepia tones to dramatic images.

[Ed. Note: We’ll discuss duotones in an upcoming Quick Tip.]

* * * * * * * * Highly Recommended * * * * * * * *

Tax Savings Every Freelancer Should Take

Find out where you can save... what the IRS really needs to know... how to make the most of those deductions for travel, meals, entertainment, home office, and more...

You'll get answers to hundreds of tax questions along with practical worksheets you can use to make sure you're paying as little as possible to Uncle Sam.

Learn more:

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FROM THE IFD MAILBAG ...
by Kristin Schwarz

Hello, everyone! Katie has already welcomed you to this first issue of IFD – now it’s my turn to welcome you to our first IFD Mailbag.

Let’s start with an email we recently received from a new student who writes:

“I'm a new 'Graphic Design Success' student. I've just finished studying Part 1 of the course and am currently working on Send-in Assignment #1. There are a few things concerning Assignment Submission that I'm not sure about. (1) Is Assignment #1 confined to a single page layout? (2) Is it alright to send more than 1 version in for grading/critique? And (3) should rationale be included to complement my rendering?

“I'd appreciate your guidance to the above points, and any additional advice that you can give to a new student will also be most welcomed.” – Anthony

Congratulations on finishing Part 1 of the course, Anthony – and good luck with the rest of the course! Sounds like you are well on the way to success. Now, to answer your questions ...

1. Although the instructions do not specifically state it, the letter for Assignment #1 should be kept to a single page. If you absolutely cannot fit it on one page, remember to put a note at the bottom of page 1 that says “over please.” Also, make sure you have enough copy on the second page. If the copy is skimpy, the page will look empty and badly designed.

2. Send in only one version of your design. Our experts will review your work and return it to you with specific comments for improvements. You can then submit an improved design based on those recommendations.

3. You do not have to include any rationale with your design. If you apply the design guidelines provided by the course, no explanations will be necessary.

We frequently get questions from students that are similar to those that Anthony just asked – because when you actually start working on an assignment it can be a little intimidating. Don’t forget that the course is giving you all the tools you require to do a good job. Be confident in your skills and have fun!

And remember, if you have any questions regarding any of the assignments – or you need further information before sending in your assignment – you can always email us at graphics@awaionline.com

Here are three more questions that may be on your mind, too – these sent in by Jamie ...

“Which magazines do you recommend subscribing to? Any associations that I should belong to? And in regards to the mentor program, what do I get out of it other than the phone calls and email once a week?” – Jamie

Welcome, Jamie! Here is a brief list of magazines that our students have found useful:

How Magazine
Before & After
Inside Direct Mail
Mac Design (This magazine is useful whether you own a PC or a Mac.)
Computer Arts
Liquid Library (Expensive, but includes design suggestions, stock photos, and PowerPoint templates.)

If you are just starting out and can only afford only 1 or 2 subscriptions, I recommend Before & After for graphic design tips and Inside Direct Mail for information on the direct-mail industry.

As for associations, the Graphic Artists Guild http://www.gag.org/ is one to look into. (They issue a handbook on pricing and ethical guidelines that might be of interest to you.)

And, finally, a few words about our mentoring program. If you join, your mentor will critique your designs and work with you to make it the best it can be. You will not only get professional help on your assignments, you will get help with your self-promotional materials – and tips on how to get clients and how to price your work.

Students who have taken the program often tell us how valuable it was as an investment in their careers. Here, for example, is what Mike Classen said: “I just wanted to let you know how thrilled I am to be taking part in the Graphic Design Mentor Program. What makes it so exciting is that my mentor is Lori Haller. I got to meet and learn from Lori at last year’s Bootcamp, so the chance to get one-on-one help and advice from her through the mentor program is fantastic!”

That’s it for this week. But before I sign off, I want to encourage you to participate in our online student forum. You can post questions on the forum, and exchange ideas and experiences with your fellow graphic design students. You will also often find postings from copywriters who are seeking to team up with GD students to work on projects together. The link to the GD forum is: http://www.awaistudents.com/forums/viewforum.php?f=9&sid=18a7b168698cb07f5b3e877f0511b2bc

And please don’t hesitate to write directly to the IFD Mailbag. I look forward to hearing your questions, comments ... and success stories.

Until next week ...

Kristin

[Ed. Note: If you have a question or comment for Kristin, please send it to: insidefreelancedesign@awaionline.com, Attn: Kristin Schwarz]

COMING NEXT ISSUE:

10 Surefire Getting Client Strategies from Master Designer Lori Haller
Free for You from the U.S. Postal Service
EXTRA! EXTRA! News and Job Opportunities for AWAI Students

* ABOUT INSIDE FREELANCE DESIGN *

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Issue #01 Wednesday June 16, 2005