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Oct 25 2007
Cold-calling: self-promo script
I know it sounds bizarre, maybe like begging for work, but cold-calling is much less passive and much more direct than sending postcards or the other stuff.
Besides, it's very much what you should expect a rep to do if you were coughing up 25% (or more) for their efforts. Instead, most reps tend to insist their artists spend thousands of dollars each year in print promos, directories, portfolio websites, and competitions, but they often do little or nothing to follow up on that.
In essence, whether you call, or send some passive promo through other means, your message remains the same: "Got work? Hire me!"
Surely there are better and more impressive ways to ask this than by sending a postcard? Which, by the way, is exactly what 99% of illustrators are already doing. Don't you want to stand out and get noticed?
Here's more or less my "script" for cold-calls:
If they say no, I ask if there's a better time to talk (yes, it is sounding a bit like a tele-marketing call; in fact, this is exactly what this is!). If they say yes, we set a time. If they say no, well, that's the end of that. I thank them and I hang up. No hard feelings, no big deal. And it cost only a few cents in long distance charges to do that.
If they say yes, I keep going:
That's it. No big mystery. Dare ya to try it.
Besides, it's very much what you should expect a rep to do if you were coughing up 25% (or more) for their efforts. Instead, most reps tend to insist their artists spend thousands of dollars each year in print promos, directories, portfolio websites, and competitions, but they often do little or nothing to follow up on that.
In essence, whether you call, or send some passive promo through other means, your message remains the same: "Got work? Hire me!"
Surely there are better and more impressive ways to ask this than by sending a postcard? Which, by the way, is exactly what 99% of illustrators are already doing. Don't you want to stand out and get noticed?
Here's more or less my "script" for cold-calls:
- I introduce myself, tell them I'm an illustrator, and that I'm calling new clients to inquire about work
- I ask if they have a minute to chat
If they say no, I ask if there's a better time to talk (yes, it is sounding a bit like a tele-marketing call; in fact, this is exactly what this is!). If they say yes, we set a time. If they say no, well, that's the end of that. I thank them and I hang up. No hard feelings, no big deal. And it cost only a few cents in long distance charges to do that.
If they say yes, I keep going:
- I suggest my work might be fit in well with their current format/art direction/look/etc..
- I drop a few client names, if I think it'll help; perhaps mention a few projects of any note
- I ask if I can email them a few samples and send a link to my site
- I ask if it's OK to follow up on the call in a week or two
- I finish up with something like "I hope we can work together some time in the future on a few projects" and thank them for their time
That's it. No big mystery. Dare ya to try it.
4 Comments
2 years, 9 months ago
Every time I try this (which isn’t often enough, whole other issue) it gets a little easier. I have this image that they are going to yell, scream and bite my head off for daring to call and yet that hasn’t happened yet.
Thanks for posting this.
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2 years, 9 months ago
Hey Luc-
I’m a long time admirer of you work and this script for cold calling is great! I’m doing quite a bit of CCing myself right now so it’s a big help. Thanks alot!
2 years, 8 months ago
Hi Luc,
We make these types of calls for our clients everyday (you could say we are like reps, but we don’t take %, clients pay us to make the calls).
One key item to add is to seek a “physical action” such as sending them a print piece or a portfolio. I only suggest this after making contact (I don’t suggest mailing print pieces as a first step). We find that by offering a promo item to the right contact the success rates go up.
Thanks,
Jason
2 years, 8 months ago
Thanks Jason. You’re right, some people do want to see a few hard copies. In my experience, most have been satisfied with seeing samples on a website so far. But following up with some physical pieces to show them is a great idea.
(4) Comments