Necessity is the mother of all [re]invention

Recently I was emailing with a very talented designer. I realized that much of what I was telling her could be valuable to other Designers and Art Directors. So here's a bit of what I hope is helpful advice:

Freelance is big right now and growing. (There are no employee head count issues for companies, no extra taxes, insurance or benefits to pay for, and even if they pay an agency fee, it's cheaper to use freelance and easier to manage costs day-to-day.) Unfortunately, there are fewer projects and for the first time, I want to say since maybe 2002, online ad spending is down too.

So what can you do?
Hit the pavement. This is a time when local independent shops are vying for consumer dollars, but they don't have the $$$ for a "proper" design firm or ad agency to do the marketing materials. Print up some leave-behinds of your work with a fee card, link to full portfolio online your contact info, and go knock on doors. Flash a smile, make notes after visits of names and potential needs, and follow up. See if you can generate some project work around town. It may feel strange at first but it will make you better at presenting to clients when you're back to work full-time again. Additionally, you will be adding to your portfolio and have more say in the work than perhaps a client like AT&T would give you. As a side benefit, you'll be helping neighborhood businesses get through this tough time as well. In fact, looked at that way, you may even get into the pro bono spirit.

Having a skill you can sell is a leg-up in times like these. Truly - there's work out there, it just might be in unexpected places and you need to be willing to actually get out there and actively seek it out. Remember, in any economy, someone's making money.

*For non-designers, brainstorm with a friend about your skills and how they may be transferable to other endeavors. For example: Account people, Producers, Project Managers, Business Development gurus and Planners -- you can help people start new businesses! Copywriters can help people by editing proposals and business plans. Commercial real estate prices are going down enough to tempt many entrepreneurs out of the shadows. They need sales tools, they need to know how to frame their ideas, how to organize their vision and make it a reality, how to plan for and project manage opening a store... think about who's set up for success in this economy and reapply your skills. Necessity is the mother of all [re]invention!

**Everyone: Don't forget to make your intentions known on your linkedin status -- networking is always important but it is especially important when you're reshaping your skills and need as many leg-ups and connections as you can generate. Join groups. Let fellow alumni and former colleagues know what your doing. Don't be bashful; be bold! And remember to make it easy for people to know how to contact you!!!