Getting my services out there…?
I do calligraphy on the side and would like to start doing it more often…kind of like a small business (but “independent”…if you know what I mean). I want to introduce myself to local wedding coordinators, invitation distributers, etc. What would be the best approach? I’ve written an email I was going to forward to theses local businesses. Is it expected of me to say I will give them a percentage of what I receive? My services are extremely inexpensive compared to most calligraphers, so I don’t make a huge profit for each job, so I would like to avoid splitting commission. I’ve worked with one of the top local wedding coordinators from time to time over the past 3 years and she has never asked me for anything in return, so I’ve been lucky there. What’s the best way to go? I’ve but together sample packages and business cards to distribute to the businesses if they set up a meeting with me…figured that was one step in the right direction.
Emails that aren’t from customers or known vendors get deleted without being read, so emailing your prospective clients can be a wasted effort. Emailing from home is too easy to do, and it sort of suggests that while you want their money, you don’t really want to go out of your way to get it. (Not your fault; it’s just the vibe of unsolicited email).
You might introduce yourself with the packages in person. I know that when vendors visit me for the first time, I immediately forget those who don’t leave anything behind. Those who do (samples, catalogues, etc) get remembered and their samples kept until something comes in that I need them for. You probably don’t need to expect to get into the terms of the transactions when you first introduce yourself (save that for when you get calls from the prospects on your rates), but if the conversation goes that way then by all means.
(On that point, don’t sell for under 15% or 20% less than the industry standard for your area. Price shouldn’t replace salesmanship. Customers can grind you on price until you’re basically working for free, so you want your rates to start out high enough that you have a cushion. Especially with something so labour-intensive and time-consuming, you want to maintain a respectable effective hourly rate because it’s much harder to raise rates than lower them.)
Most businesses buy on relationships, so if a planner already has a calligrapher you might need to work on them for a couple of years (every six months, say) until they need you. Other, small planners might not have a go-to calligrapher, and you’ll be slotted right in. And don’t limit yourself to wedding planners. All event coordinators (in-house at big firms, general consultants for the rest of us), florists, caterers, etc., will have occasion to hire a calligrapher. If 365 clients have a need for you only once a year, you’re in business, so don’t overlook teeny tiny accounts.
Good luck
Wedding Invitations & Calligraphy
