Summary
Highlights
Many illustrators avoid promoting their work enough due to fear of being pushy or annoying. However, the video argues that most are far from annoying and this fear effectively makes them invisible, which is a greater problem. Clients are busy and an email every few months is unlikely to annoy them; rather, it's a necessary step for an illustrator to stay top-of-mind.
The video suggests that illustrators should redefine their perception of 'pushy.' What feels like a significant effort to an artist is often just another email or social media post to a client, which they can either engage with or ignore. Consistent, professional promotion makes an artist visible and remembered for future projects, similar to how major brands maintain their presence.
Four key rules for promotion are outlined: 1) Be relevant by tailoring your portfolio to the client's needs, 2) Be brief in your communications, letting your work speak for itself, 3) Be respectful by not over-following up, and 4) Be consistent by showing up regularly but not excessively. These rules help maintain a professional image.
Practical advice includes sharing work regularly on social media, using varied formats for the same project to maximize reach. It also suggests emailing art directors with new, relevant work every 2-3 months, following up on unanswered emails once, building a simple newsletter for interested followers, and finding more reasons to promote by sharing website updates, themed work, and personal projects.
The video emphasizes a mindset shift: promoting your portfolio isn't about bothering people, but about helping clients. Illustrators' work helps clients, and regular contact increases the chances of being seen at the right moment. Sharing work is presented as a generous act, ensuring that clients don't miss out on a suitable illustrator, while keeping creative work private helps no one.