A Single Seed: Don't Make Yourself a Commodity

Ryan and Jeff are both freelance graphic designers based in Portland. Each in their early thirties, they have comparable experience and have worked for sizable firms in the past. Now, as they attempt to make the jump to self-employment, their success (especially early on) depends on how well they can sell themselves.

Ryan tries the traditional approach, labeling himself a "Graphic Designer" with standard Times New Roman business cards that lay out essential contact information. His website is simple, with a small offering of his work, a descriptive bio that includes all previous experience, and a contact form.

Jeff takes a more unique approach. From the first time he hands his client a business card, they can tell that his style is not like one they've seen before. His cards are thick with a raised, bold font, and contain his business name, not merely the label of "Graphic Designer", with a memorable slogan that captures the client's interest, along with social media accounts and contact information. Upon visiting his business' website, it's not hard to tell that a serious amount of time has been put into the layout. Jeff leaves no stone unturned, having samples of his work as a rotating slideshow on the home page, along with testimonials from previous clients in the side bar. His bio contains relevant experience, but also more personal details about himself, including things he does outside of graphic design. He also never refers to himself as a Graphic Designer. On his business cards as well as his website, his label is a "Graphic Artist". A simple change, but one that separates himself from the pack.

When we go to the grocery store and are looking for ketchup, we generally don't spend too much time debating between different brands. Most of us will pick either the cheapest or most well-known (Heinz) option available, or a low-sugar variation. Ketchup is a commodity, and one that is nearly interchangeable between choices. If our favorite brand isn't available, we most likely have no issue selecting the next-best option without more than a few seconds thought, as what was once our favorite only a minute earlier can quickly become replaceable.

There are thousands of graphic designers out there (or freelancers in any industry) trying to gain work and financial independence. But, if they're not careful, they can unintentionally make themselves a commodity by underselling their business as well as themselves. A client looking to hire someone to design a new logo for their firm will have no problem finding hundreds of viable options in their area, simple labeled as "Graphic Designer". But who are they more likely to remember, the interchangeable option in Ryan, or Jeff, the candidate who broke the mold?

Despite what companies and clients may originally think, deep down most do want the option that shows them something they haven't seen before.

There are a million Ryan's out there. But only one you. Don't sell yourself short.

"A Single Seed" is my attempt to get out one idea every day that I've learned or accumulated over the years, with the hope that it may stick in someone else's memory bank as well. The idea may be related to fitness, business, life, or philosophy, but I think you'll find that many can change domains if you wish them to. With each seed planted, a new life awaits.

Image credit: https://www.maxpixel.net/Ketchup-French-Fries-Red-Ketchup-Tomato-Sauce-617231