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The Designer's Guide To Marketing And Pricing: How To Win Clients And What To Charge Them Paperback – Illustrated, March 2 2008
| Ilise Benun (Author) Find all the books, read about the author and more. See search results for this author |
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The Designer's Guide to Marketing and Pricing will answer all the common questions asked by designers trying to stay afloat in their creative business - and also successful designers who want to put a little more thought into their operations. Whether you're a freelancer, an aspiring entrepreneur or a seasoned small-business owner, you'll learn everything you need to know about how to market and price your services.
This book shows you how to:
- learn which marketing tools are most effective and how to use them
- create a smart marketing plan that reflects your financial goals
- plan small actionable steps to take in reaching those financial goals
- determine who your ideal clients are and establish contact with them
- turn that initial contact into a profitable relationship for both of you
- talk to clients about money and the design process - without fear
- figure out a fair hourly rate and give an accurate estimate for a project
You'll learn the ins and outs of creating and running a creative services business - the things they never taught you in school. Plus, there are useful worksheets throughout the book, so you can apply the principles and formulas to your own circumstances and create a workable business plan right away.
- Print length288 pages
- LanguageEnglish
- PublisherHOW Books
- Publication dateMarch 2 2008
- Dimensions15.24 x 1.83 x 22.86 cm
- ISBN-101600610080
- ISBN-13978-1600610080
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Product description
About the Author
Product details
- Publisher : HOW Books; Illustrated edition (March 2 2008)
- Language : English
- Paperback : 288 pages
- ISBN-10 : 1600610080
- ISBN-13 : 978-1600610080
- Item weight : 408 g
- Dimensions : 15.24 x 1.83 x 22.86 cm
- Best Sellers Rank: #926,633 in Books (See Top 100 in Books)
- #123 in Pricing Management
- #191 in Business Plans
- #3,759 in Small Business
- Customer Reviews:
About the author

Ilise Benun is the author of 7 business books for the “creatively self-employed,” a national speaker and founder of Marketing-Mentor.com. During her 25+ years in business, she has developed and delivered programming for creative professionals, notably as co-founder/host of the Design Entrepreneurship/Creative Business track of HOW Design Live, the largest design conference in the U.S.
Her books include "The Creative Professional's Guide to Money," "The Designer's Guide to Marketing and Pricing (HOW Books), "Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive" (Career Press), "Self-Promotion Online," and "Designing Web Sites:// for Every Audience" (both HOW Books) and "The Art of Self Promotion." She also co-authored "Public Relations for Dummies, 2nd Edition" (John Wiley & Sons) with Eric Yaverbaum and Bob Bly.
She also has an online store where she sells “tools” to help creative professionals grow their businesses, including:
• The Marketing Plan + eCalendar for Creative Professionals
• The Pick a Niche Kit
• The Proposal Bundle Series (34 sample proposals + best practices)
• The Package Pricing Bundle
• The Networking Bundle: “It’s Who You Know”
Benun is the lead author on 2 blogs: The Marketing Mix Blog and the Creative Freelancer Blog, and publishes a bi-weekly email newsletter, "Quick Tips from Marketing Mentor," which is read by 15,000+. Her work has also been featured in national publications (both online and off), including Entrepreneur.com, HOW Magazine, Toronto Globe and Mail, Inc. Magazine, Nation’s Business, Self, Essence, Crains New York Business, Dynamic Graphics, Working Woman, The New York Times, The Washington Post, The Denver Post and more.
Since 1993, Benun has been conducting marketing workshops for art schools and trade organizations that cater to creative professionals, including the Freelancers Union, HOW Design Conference, HOW Interactive Conference, Registered Graphic Designers of Ontario (Canada), Graphic Designers of Canada, NY Designs (LaGuardia Community College/CUNY), AIGA, Spark, Graphic Artists Guild, Savannah College of Art & Design (SCAD), Rhode Island School of Design (RISD), The School of Visual Arts (NYC), Pratt Institute, Kendall College of Art and Design, Sage College of Albany, New Jersey Creatives, Editorial Freelancers Association, International Freelancers Day, International Association of Business Communicators, Business Marketing Association, NYU Entrepreneurship Summit, the 92nd St. Y and many more. (More details here: http://marketing-mentor.com/speaking)
From her home office in Hoboken NJ, Benun spends her days coaching creative professionals who are serious about growing their business. She started her business in 1988 and has been self-employed for all but 3 years of her working life. She has a B.A. in Spanish from Tufts University. More info here: http://www.marketing-mentor.com
Customer reviews
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Top reviews from Canada
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It's not just on pricing and winning clients; It goes deeply into choosing your target market (clients and activities, the who and the what), so you have something to offer them that they want/need. Once you have consciously and thoughtfully selected both, the selling part does get easier!
The book is on the basics of determining where you are and where you want to be, and all the steps to do so, in a easy to read form. Since everybody has different goals and target markets, the book contains many questions that needs to be answered by the reader, along with charts on how to organize and analyse our own answers. Of course, it is illustrated with plenty of exemples so we understand the how and why of each exercise, and we can than transpose it into our own answers. What is exceptionnal is that, when done, you have in your hands great information relevant to your own case!
A little gem; If you're starting your own creative buisiness, a MUST HAVE!
Top reviews from other countries
One thing about this book, it really forces you to think about what your doing and what you want to become. There are many many fill in the blanks throughout the book causing some deep introspection for the reader.
The pricing section has some good points as well that you should read. But, I think the heart and soul of this book and the one that will have the biggest impact will be the marketing section.
I am proud to announce that this book should change many of the things you do. If your a firm believer in hating marketing books that try to sell you other pieces of marketing junk from the authors website then you will love this book. Both of the author's are very clear in their goals and it's obvious that they have the experience and know how of running a business and making it successful without you having to buy anything else they sell. Some people judge books by nuggets of real solid information and I have to say this book is one of the few that I dared not to skip any pages for fear of not getting another good tip or piece of advice to make my business better.
For those who are looking for the guts of the book, the book is separated by two portions: Marketing and Pricing. Two huge issues on a designers plate when they are trying to start a business. The marketing chapters are really well thought out, anyone who has run a design business is going to shake their head through this chapter as they cover many of the things that most of us DON'T DO but should. They even provide worksheets to be filled out at the end of most areas so that you can keep track and build. The pricing chapters are also solid and help you to think about pricing in a new light through the eyes of seasoned designer which I honestly thought was going to be a waste of the book but wasn't.
PROS: Decent amounts of information, good worksheets that help you to build your prefect business, NO in book marketing like Guerrilla marketing or any of those other marketing guys who write books and not really understand what they sell and it feels good to buy from a REAL designer.
CONS: NO printable worksheet on the website (I hate marking up my books), no real talk about what happens if you don't have trade organizations in your market, no real talk about expanding your marketing across the country or internationally.
OVERALL: The book is very well worth the money you pay. While a few glitches in my mind kept it from being a 5 star I feel that it is still the best on the marketing for designers. It has become my recommended book of choice and I really enjoyed reading it and I'll enjoy going back to fill out the worksheets when I read it again.
Patrick
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