| BILL BITES: A LIFE OF PERSUADING
Issue #8, by Bill Russell
After 20 years as a freelancer, you'd think I would know better
how to convince an art director to hire me. Why would I want
to send yet another promo postcard or purchase another directory
page, when I know it doesn't do any more than add to the clutter?
What new methods of promotion can I adapt?
I'm making a New Year's resolution to find ways to promote myself
more effectively and intelligently. Inspiration came in the 90-minute
PBS documentary I watched recently called the New
Persuaders In it, marketing and advertising
experts (I use this word loosely) describe the new ways that
corporations use to study and sell
to their products to consumers. They studied the "idea of
choice" and what motivates people. Apparently their answer
is rooted in emotion. What these savvy ad men say is to try the opposite of broadcasting.
We should develop a strategy of narrowcasting. This direct
approach seems to makes sense. We only need a couple of dozen
choice clients
who love us and want to pay us, in order to have a career.
We just have to find them and give them what they want. Corporations pay millions of dollars to have these marketers
assess their products and come up with strategies to seek
and sell them to the right consumer. I'm no Fortune 500 company,
but the process is no less significant. I too have to take
an inventory of what I have, what I like to do and what I
can
offer.
I know I deliver on time, on budget and on message. I'm clear
about my brand. But what am I missing? The New Persuaders
might say my marketing lacks an informed and established emotional
connection. Read some of the commentary from the program available on
PBS.org. It tells us they studied cults such as the Moonies
and Harley
owners. Commonality was found in how the cultist's object
of desire made them feel. Car owners in particular were
studied. They found that Hummer owners want to dominate. Saturn
owners
felt they were part of a family. Although it may not have
been
obvious to them it's clear to me. I just need a few Bill
Russell illustration fanatics. What are the unconscious
desires of
editors and art directors? I hesitate to guess. Short of
setting up a
focus group, I ponder the thought of having to pick their
brains. So here's my pledge. I am putting together a small list
of trusted clients for a small email survey. I intend
to question
them about
what really gets their heart pumping? Which object of
desire would they want to covet? Given an unlimited editorial
budget, what kind of art or artist would they want to
commission?
Then I'd have to figure out if I have what they want.
If I have
it, I'd sell it to them over and over again like Chicken
McNuggets. I'll report back in this column in six months. I'd like to hear from some of you as well, my fellow
graphic artists, on what new strategies for promotion
you are pondering.
Does my approach have any value and integrity to you?
I imagine N.C. Wyeth may be turning over in his grave
right
now at
the mere thought of this inverted approach to art making
and art
selling. We're not in a golden age anymore where great
art finds great fortune naturally. Right now I'm willing
to try
a more
pragmatic form of persuasion.
Comments, etc. to Bill@Billustration.com
BILL RUSSELL
A Guild member for 18 years, Bill has been a freelance illustrator
for over 25 years in Toronto, New York and the Bay Area. He taught
illustration at California College of the Arts (formerly CCAC)
for eight years and been a staff artist at the San Francisco Chronicle
for five years. His contributions to various Guild efforts include
volunteering on the North Bay Luncheon Committee, a successful
North Bay Sales Tax event, the Image and Outreach Committee, and
the Repeal of the California Sales Tax on artwork. Bill also writes
press releases for the Guild and is one of the original All-Rights
Refusniks.
To view his work and other musings, visit www.Billustration.com.
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