Freelancing 101.1 – Do’s and Don’ts

Since starting my design and marketing services firm, 21Boom, eleven years ago, I have relied on freelance designers, animators and producers to help manage a constantly fluctuating workload.  Before starting 21Boom, I worked as a freelancer between staff positions.

I thought I’d take this opportunity to share a little of that experience for the benefit of those who, ahem, could use help with the business end of our industry.

This is my shortlist of do’s and don’ts for freelance designers and animators:

1. Do set up an online portfolio or demo reel that accurately reflects your skills and range of experience.  Identify clearly what your contribution was to the various projects you’ve featured.  Note that playing a tiny part in a huge production doesn’t warrant top billing – so don’t spotlight a Super Bowl commercial or Lady Gaga’s latest video that you minimally assisted on, when a simple list of these projects as a footnote will suffice.
2. If you show your animation or film work in an edited montage, keep it less than two minutes in length and don’t be repetitive – potential employers only need to see that cool 3D tunnel fly through briefly… or never.  Choose your music wisely (read: professionally). If it couldn’t be used in a commercial, you might want to reconsider – bad music gets shut off.  Also, employers sometimes need to view complete spots to see how well you orchestrated the graphics, footage, edit and copy (or your contribution to the mix) in the final piece.
3. Compose an introduction or cover letter email that is brief and to the point (four or five lines – max).  Spell out exactly what you do, state your experience level and summarize your skills.  Half-assed invitations to “check out my work,” as well as Twitter / Tumblr-speak, get deleted.  Attach your resumé – it may not always be necessary for freelance jobs, but you should have a generic version ready for this purpose anyway.  Put your name and desired position in the subject line of the email – example, “Joe Smith, Freelance Animator,” not “Hi there.”
4. Include all contact information in your correspondence.  In any given week, I get about ten emails with links to demo reels and online portfolios.  When I have a moment or two (and the email itself is articulate, grammatically correct and free of typos), I review it, save the contact information and enter a few notes on the types of future projects I think the person might be appropriate for in our database.  I delete emails that are sent to me without complete contact information because it shows me that the person is inexperienced or clueless about business communication.
5. Direct your email to a specific person at the company you are interested in working for.  It isn’t always easy to find this information, but a little online research or persistence with the telephone should do the trick.  Emails addressed to “Hiring Manager” or “Hi there…” aren’t likely to land in the right inbox… or any inbox at all.
6. Spell check.  Grammar check.  Wait a few minutes and re-read before you press send.  This really shouldn’t have to be said, but it’s amazing how many times I get letters with bone-headed mistakes.  Why would anyone hire you to work with type and words if you can’t master a simple email?
7. If you get a call or email (usually both from my office) inquiring about your availability for a project, return the call or reply to the email as soon as possible – regardless of whether or not you are available.  If you can’t return the call immediately, send a quick email instead.  At the very least, follow up reliably within a day or you’re not likely to be considered the next time a project comes up.
8. When a company puts you on a first hold, take the time to establish how best to proceed if another company requests an overlapping booking.  Don’t try to use a second hold request to force someone else to book before they’re ready – it’s annoying to deal with and you may not get a call the next time.  If a second company is legitimately ready to book you, communicate the situation to both parties and see if a solution can be worked out to everyone’s liking.  Sometimes a job’s start date can be shifted or the work can be completed on alternating days, for example.  Your willingness to work on a solution will be appreciated and remembered.
9. Show up for work on time.  This, like using a spell checker, shouldn’t need pointing out – but, there it is.  Wait until you’ve started a project and know the parameters and scope of the job before you schedule personal appointments that require you to arrive late, leave early or check out during the day.  Since every team is different, ask at the start of each project when the working day will begin and end.
10. Do check your personal email occasionally during the day and respond if necessary.  Do take or make brief phone calls for time sensitive matters.  Do handle personal and work-related emergencies after you’ve let someone know what’s going on.  Do chat, tweet, text, send smoke signals and IM with your project team as necessary to keep on top of the job.  Do not chat, tweet, text, send smoke signals or IM with friends and family, unless they happen to be working on the project with you or there’s a bona fide emergency that requires your attention.
11. Do not accept more than one freelance job or project at a time.  You can’t work all day, all night and all weekend.  You aren’t that good.
12. Don’t be a prima donna ever.  The client always has a reason for requesting a revision, and they’re always right – well, almost always.
13. Establish your weekly, daily, hourly or job rate while you are being booked, not after you’ve started working.  Do prepare to have taxes taken out of your paycheck unless you are a registered corporation with a workers’ compensation insurance policy of your own.  Understand how deductions work at tax time before filling out your W4 form.  Make sure you understand the company’s paycheck and invoice payment schedule and submit your invoice promptly.
14. Understand that, occasionally, you may be needed for follow-up work on a project you were involved in.  Do your best to fit it into your schedule – it’ll earn you points for reliability.

Following these basic pointers won’t magically get you more bookings if your work isn’t up to par, but they’ll definitely help you stand out from the crowd.

© Markus Horak, 2010

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