However you do it, showing off has to be done.
NICK ASBURY • BOLLINGTON, CHESHIRE, UK
A self-promotional is not a shorter version of a designer’s portfolio. It is not a smaller version of a company’s brochure. Neither the self-promotional is a direct mail piece. On the other hand, a self-promotional is a small teaser that provokes action. Furthermore a self-promotional teases the recipient and evokes a positive reaction, a self-promotional is memorable, so the recipient looks forward to learning about the designer, agency, or business sending this piece.
These fantastic pieces do not have a specific shape, form, or medium. However, I have used these compelling pieces during my career to promote my services and to introduce myself to potential hires. I have also used self-promotional to inform, reconnect, and engage with clients.
While developing these pieces, the limitations on materials, resources, or budget often spark new ideas, explorations, and creative ways to utilize different reproduction techniques and materials.
The following are the top five things I have learned about self-promotion pieces.
The self-promotional may help sell a specific idea, service, or product without pitching a hard sell. In other words, it will not directly sell anything. However, a well-executed self-promotional will inform and educate the recipient on specific services, products, or subjects. In some industries, this is known as a soft sell.
Genaro Design 50/50 books showcased the methodology I follow to develop conceptual identities known to me as the 50/50. Furthermore, it contained past award-winning identities. These books did not directly sell logos but showcased our branding and identity design expertise. However, they sparked enough curiosity for companies to reach out, learn about our services, and later entrust their visual communication needs to us.
One of the best opportunities to develop a self-promotional piece is an announcement. Change of address, anniversaries, special events, or promotions are the perfect excuses to send something—a self-promotional—to your clients, friends, and prospects.
Another of my favorite past self-promotional materials we developed at Genaro Design was this change of address announcement. We had hundreds of business cards ready to be tossed away. So, we decided to use them as part of the big announcement. This promotional was very well received.
The Genaro Design holiday wine box was another fun project. It was the perfect excuse to showcase our abilities in packaging while showing our gratitude to our clients. The box was designed, prototyped, silkscreened and assembled in house. It was a pleasant and well-received holidays gift indeed.
The Legacy79 Miner’s Journal explored the different miners’ tools and told a unique story about the agency’s unique approach to design, strategy, and storytelling while showcasing the services offered by Legacy79, an award-winning branding and strategy agency.
Another favorite self-promotional is the accordion logo booklet. I designed this self-promotional in hours, printed it the same day, and it became a great conversation starter during a networking event the same evening. After that, I used it for a while as my business card. Thus, it is precisely how Genaro Design logo was born.
Not getting the expected results—sometimes called failure will provide significant insights about the target or industry you are trying to reach. For example, the gardening promo was beautifully crafted, and many resources and budget went into producing it. Although colleagues and friends liked it, the targeted recipients did not respond to this piece.
We designed the self-promotional nicely, but I did not target it appropriately, and the message was unclear. I would venture and say that it proves that design is not about liking or expressing an idea. Graphic Design is all about visual communication. It is about delivering a specific message to a particular audience, nothing more.
As designers, we self-initiate these types of promotionals. Consequently, exploring and creating different concepts and implementations are always fulfilling for the designer. Also, designers meticulously develop and reproduce while supervising all the details. This obsession with concept and close attention to detail usually augment the possibility of these projects outperforming in design competitions.
The self-promotionals are enjoyable to develop, produce, and implement. Furthermore, they allow exploring different concepts, materials, techniques, styles, and reproduction methodologies.
Regardless of the type of business or services offered, everyone needs something to promote their business, services, or products. Likewise, designers use self-promotional to master the art of showing off.
This type of promotion is one of many ways to broadcast your services or products; as Nick Asbury, a freelance creative writer, poet, and author, said: However you do it, showing off has to be done.
How are you showing off?
But always remember, you’re trying to sell something. So ask for the sale!
George Lois • Art director, graphic designer, and author
