As a desktop publisher, who either works freelance or owns a small business, you know that your fiscal health depends completely upon on finding new clients. No clients means no capital. It can be one of the most annoying facts of doing business when you are having trouble getting clients. In these hard times finding new clients can be a bit of a challenge but with a bit of persistence and some creativity, you can find enough work to get you through the lean times.
Even in a bad market there are some growth areas. The trick is in finding them. If you want to find those areas then you can read the newspapers or you can follow some basic logic.
Premise One: People out of work need to make money too.
In a situation with fewer and fewer jobs to go around it can seem like there is less work to go around. That is not necessarily true. People still have to work and make money. If they can not find a job, at least some of them will create one. That means a whole bunch of new small businesses and indpendant professionals. They are going to need all kinds of materials to draw in customers and become successful. Targeting these people can help you find new work.
Premise Two: Some industries stand up even in hard times.
Certain industries can weather the storms better than others. Sure a local jewelers or a chain electronics store is likely to go out of business. Hospitals, schools, and public utilities, however, are not. When you are looking for clients spend time courting these industries and you will find a higher success rate. If for no other reason then they are more likely to have the budget.
Now that we know who, let’s talk a little about how you are going to reach those clients. Many of these opportunities will not be advertised anywhere. Your job is to get to a prospect before they know that they need you. This means you have to get out there to them as early as possible. To a certain extent you can rely on direct mailing (or emailing) a letter of introduction with a brochure. You should also consider joining a small business or entrepreuner group. You can get in on the planning phase. Be creative and you will be rewarded.