How to sell your work.

1. HOW TO SELL YOUR WORK A CREATIVES GUIDE TO SELLING CREATIVE WORK TO UNCREATIVE PEOPLE. I am a professional creative who spends quite a bit of time talking about, and selling my creative work. This workshop summarises all of the little tips and truths I’ve picked up from my talented colleagues over the years. It was inspired by the fact there are so many courses about craft for designers, writers and creatives of all disciplines, but very little in the way of practical tips about expressing the value of your work. This workshop is my attempt to correct this. Ben Keenan Melbourne based agency Creative Director, doer, maker, and teacher. e: ben@thethoughtpolice.com.au t: @warmcola © 2015 thethoughtpolice.com.au

10. WHAT? SELL And why that word makes creatives want to throw up in our mouths a little. YOU And how your over-thinking slightly scattered, good intentioned ways can un-do you. THEM Clients can be misunderstood creatures, how to get inside their heads. WE How we can build bridges to make this a collaboration and not a negotiation WORK The work you need to do to sell the work. PRESENT How to present and protect your work. © 2015 thethoughtpolice.com.au

13. GENIUS IS A MYTH.

20. Source: http://sharpsuits.net/Exhibition

35. GREAT EXPECTATIONS Create a process that moves the job forward and ensures the client is buying in on each phase. • Kickoff to clarify the task. • Finalise the brief and strategy. • Initial creative directions presented, 3 versions. • Refinement based on chosen direction, two interations of change. • Final execution. Changes of scope: $X per hour. A change of scope is reversing a decision that moves the process backwards. © 2015 thethoughtpolice.com.au

36. A BORING STRUCTURE For your amazing creative work. The brief/task/problem/opportunity: What are we trying to solve? What does success look like/goals?: What is the measure of success. (This is what we’ve agreed success looks like, although it’s good to keep in mind that this could not actually be what we are doing.) What is the truth?: What is the human/consumer/cultural insight that birthed your approach, find some points of reference to educate your client. The single minded proposition: What is the outtake the audience will have when they experience it. Inspiration: Show your process, what sparked the idea, show some visual reference, be clear why it’s relevant - “Normalise” it. Creative Rationale: Three simple paragraphs, The problem, the truth, how is this going to solve it. The Work: Show them your work. This is the right idea because: Hammer it home, summarise your insights, your inspiration and how this will equate to success. © 2015 thethoughtpolice.com.au

37. The brief: What are trying to solve. Jo’s website and identity needed a revamp, it’s dated, her clients are now creative entrepreneurs, and the word life coach carries too many stigmas. © 2015 thethoughtpolice.com.au

39. The truth: What is the human/consumer/cultural truth? What Jo does is highly individualised, and is rarely a one size fits all solution. Creative people approach their work in terms of projects, can we use this? © 2015 thethoughtpolice.com.au

42. Creative rationale: The problem, the truth, this is how we are going to solve it. Jo Hook Solutions: You are currently branded as a well-being offering, we need to make you a creative innovation offering, a collaborator not a councillor. © 2015 thethoughtpolice.com.au

43. The Work: Design by Maureen Eu. We all have projects, from learning languages, an instrument, to fixing up an old car, they are things we embrace to learn and to collaborate. The “You Project” is a collaboration between you and a me - a series of rituals and conversations to better understand yourself and heighten your intuition. The result is an externalisation of where your values sit so they can be held up as lens through which you can better see yourself in terms of your relationships, your work, and your play. © 2015 thethoughtpolice.com.au

44. This is right idea because: Hammer it home, be deeply rational. Jo Hook Solutions: We are using the visual language of innovation, and “NEW” self improvement. The You Project, gives your services a narrative, a collaboration with an outcome. The You Project has a flexibility to change depending on your clients needs. © 2015 thethoughtpolice.com.au

45. The brief: What are we trying to solve? Men of a certain age is a podcast featuring three creative guys discussing work, family, relationships, they need a logo for their site and identity that reflects the tone of their show. © 2015 thethoughtpolice.com.au

47. The truth: What is the human/consumer/cultural truth. This podcast is about life stages and modern masculinity. The singer from the band Future of the left described modern masculinity as: “Nowadays you are expected to be able to snap a pool queue in half and fight everyone in the room, and still be able to cry at the end of Karate Kid 2”. © 2015 thethoughtpolice.com.au

48. Single minded proposition: What is the outtake someone will have when they see the work? MOACA: This is a listening and talking club for feckless men entering a stage of responsibility. © 2015 thethoughtpolice.com.au

50. Creative rationale: The problem, the truth, this is how we are going to solve it. MOACA: Your podcast is the modern version of the old- school barbershop hangout, the mens lodge, its visual ID should reflect this. © 2015 thethoughtpolice.com.au

52. AN AMAZING STRUCTURE Make your own version of this structure.... The brief: What are we trying to solve? What does success look like?: What is a measure of success. (This is what we’ve agreed success looks like, although it’s good to keep in mind that this could not actually be what we are doing.) What is the truth?: What is the human/consumer/cultural insight that birthed your approach, find some points of reference to educate your client. The single minded proposition: What is the outtake the final audience for the work will have when they experience it. Inspiration: Show your process, what sparked the idea, show some visual reference, be clear why it’s relevant - “Normalise” it. Creative Rationale: Three simple paragraphs, The problem, the truth, how is this going to solve it. The Work: Show them your work. This is the right idea because: Hammer it home, summarise your insights, your inspiration and how this will equate to success. © 2015 thethoughtpolice.com.au

53. MAKE IT YOURS Are you growing something? sketching something? cooking something? a procedure? running a marathon? Is it named after someone? A celebrity? An inventor? A fictional character? Could you find words that make it an anagram? © 2015 thethoughtpolice.com.au

54. S M E L L S O U N D T A S T E S I G H T C O L D C L E A N D I R T Y D A R K B R I G H T D E E P F R E S H S H A L L O W O L D S O U R S A L T Y S A V O R Y B I T T E R S W E E T L O O S E C L E A R M U R K Y F U Z Z Y A L I V E L O U D Q U I E T D E A D R A W S T A T I C M O V I N G S T R O N G W E A K S O F T T O U C H W A R M H E A V Y L I G H T T I G H T F O R W A R D B A C K W A R D S H A R P S M O O T H H A R D dynamic agressive sassy silly energetic considered limited tricky selfish historical stodgy contemplative protective futuristic visionary propelling progressive attentive anchored peaceful developing casual open feminine eroded organic comforting direct new clever offputting arbitrary confused clinical lonely inviting comforting natural familiar inclusive important valuable serious casual fun hi-tech cheap delicate industrial positive resolute masculine iconic thoughtful rich enlightening vastfun bandwagnesque pedestrian vulgar weathered new healthy current young honest exposed informative R O U G H rustic unfinished vulgar cheerful positive juvenile overdone understated lost simple boastful noticable grungy sexy noisy retro worn historic meaningful irrelevant enjoyable kind offputting satisfying sophisticated muted melancholy overwhelming cheap faint v 0.1send comments to Michael Hendrix at mhendrix@ideo.com M E T A P H O R concept S E N S E

60. Source: Body Language by Adam Pease.

70. CAN YOU MAKE IT THIS FONT, THIS COLOUR...? This is where your inspiration can come in useful. Show that design is a visual language with rules and hireachy. Certain products categories have a language to them, which is why we have chosen this option. © 2015 thethoughtpolice.com.au

71. CAN YOU MAKE THE LOGO BIGGER? The logo isn’t the message, it’s crediting the author, like a signature. The human eye scans top left to bottom right when looking at any communication, it will always land on the logo at the bottom. © 2015 thethoughtpolice.com.au

72. CAN YOU ADD MORE IN? Whitespace is an essential element in making brands appear confident and premium. Clutter is the language of supermarket catalogues and screams cheap. Adding more than one message in a communication is like throwing two balls at someone, if you are lucky they’ll catch one, but more than likely they’ll miss them all. © 2015 thethoughtpolice.com.au

78. OWN YOUR PRESENTING STYLE. Weakness Bumbling Reserved Rigid Nervous Scattered Tangential Fragile Blunt Anxious Quirky Serious ?????? Strength Enthusiasm Drollness Wit Earnestness Authority Empathy Coolness ???????? © 2015 thethoughtpolice.com.au

79. WHAT? SELL And why that word makes creatives want to throw up in our mouths a little. YOU And how your over-thinking slightly scattered, good intentioned ways can un-do you. THEM Clients can misunderstood creatures, how to get inside their heads. WE How we can build bridges to make this a collaboration and not an negotiation WORK The work you need to do to sell the work. PRESENT How to present and protect your work. © 2015 thethoughtpolice.com.au

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