Podcast Summary: The Good Ship Illustration - "Get more illustration work: A pep talk, some tips, and a tiny rant"

Release Date: May 16, 2025

Introduction

In this engaging episode of The Good Ship Illustration, hosts Helen Stephens, Katie Chappell, and Tania Willis delve into the complexities of acquiring illustration clients. Responding to a question from Emily Haynes Studio, the trio offers a blend of motivational insights, practical tips, and a touch of frustration regarding traditional and modern methods of client acquisition in the illustration industry.

Approach to Client Acquisition

Setting Up to Be Found vs. Active Hunting

The conversation begins with Emily Haynes posing a multifaceted question about the process of finding illustration clients, including resources and etiquette for reaching out on social media.

Katie Chappell emphasizes the paradigm shift from actively hunting clients to positioning oneself so that clients come to you:

“[...] hunting clients, not hunting them. You like clients to illustrate a hunt and then they can find me.” ([00:55])

Helen Stephens echoes this sentiment, highlighting the importance of creating an appealing online presence:

“Making sure my shop front is nice, my lights are on, it's warm. Cushions are plumped.” ([01:53])

Key Takeaways:

• Optimize Your Online Presence: Ensure your website is visually appealing and optimized for search engines (SEO) to attract high-intent clients searching for specific services or niches.
• Energy Matters: The way you present yourself online should reflect a welcoming and professional image, making clients feel comfortable reaching out.

The Role of SEO in Visibility

Optimizing for Search Engines

Katie elaborates on the significance of SEO in making your work discoverable:

“[...] if you know what you're doing, which we talk about in the business course, and it's about, you know, figuring out what you want to do so that then you can optimize all of the words on your website [...] so they're looking for that specific thing and you're answering that specific thing.” ([02:00])

Helen adds that a well-optimized website not only attracts clients but also builds trust and credibility:

“[...] it's never worked for me.” ([03:06])

Key Takeaways:

• Niche Targeting: Use specific keywords related to your illustration niche to emerge in search results where clients have high intent.
• Content Quality: A beautiful, informative website fosters trust, making potential clients more likely to engage your services.

Traditional Methods: Annuals and Directories

The Decline of Traditional Directories

The hosts reminisce about the traditional methods of client acquisition through illustration annuals and directories, sharing mixed experiences.

Helen reflects on the inefficacy of annuals in the modern context:

“[...] they probably still are. That model does work for a lot of people.” ([04:29])

Emily Haynes shares her personal experience:

“I think I maybe got a piece for Elle magazine.” ([04:56])

Key Takeaways:

• Limited ROI: Traditional annuals and directories often do not provide a worthwhile return on investment, especially when placement next to subpar work diminishes your visibility.
• Evolving Industry Practices: The reliance on annuals has decreased, prompting illustrators to seek more effective avenues for exposure.

Modern Strategies: Social Media and Personal Outreach

Leveraging Social Media Platforms

The discussion shifts to contemporary strategies for connecting with potential clients through social media, particularly Instagram and LinkedIn.

Emily Haynes advocates for the effectiveness of postcards combined with a strong online presence:

“ [...] a postcard that shows your best piece of work with something very cheery and low pressure on the back, like, I'm gonna be in London. And on then it'd be nice to meet up.” ([06:28])

Katie highlights the importance of genuine interaction over aggressive pitching:

“[...] Jo Overend is [...] she's just quietly going, hello.” ([08:36])

Helen emphasizes building connections and maintaining visibility:

“Follow them on Instagram and LinkedIn so that you've got those kind of connections there.” ([10:07])

Key Takeaways:

• Balanced Approach: Combine digital visibility with personal touches like postcards to create memorable impressions.
• Authentic Engagement: Engage with potential clients by interacting on their posts and building relationships rather than sending unsolicited pitches.
• Consistency: Regularly update your social media and maintain an active presence to keep your work visible to potential clients.

Etiquette for Messaging Clients

Navigating Communication Channels

The hosts discuss the delicate balance of reaching out to clients without coming across as intrusive or spammy.

Katie Chappell warns against aggressive messaging:

“[...] you have to be careful not to be harassing them.” ([11:14])

Emily Haynes concurs, sharing pet peeves about unsolicited messages:

“I get really annoyed. I sometimes get. People say, it's just a message saying, follow me.” ([11:50])

Key Takeaways:

• Personalization is Crucial: Tailor your messages to show genuine interest and knowledge about the client's work.
• Avoid Mass Messaging: Refrain from sending generic pitches; instead, focus on building a relationship through meaningful interactions.
• Respect Boundaries: Understand that art directors and clients may have limited time and prefer non-intrusive communication.

Building an Independent Online Presence

Email Lists and Direct Sales

The conversation shifts to the importance of owning your audience through email lists and direct online sales, reducing dependence on social media algorithms.

Emily Haynes discusses leveraging email lists for exclusive sales:

“We tell people that he's made some prints... they're going to be on this weekend. So get on there quick.” ([15:38])

Helen highlights the benefits of email ownership:

“They put it's already difficult to sell your work through a gallery on Commission from 20 years ago. Now it's so expensive.” ([14:58])

Key Takeaways:

• Email Marketing: Build and maintain an email list to directly reach your audience with updates, new releases, and exclusive offers.
• Direct Sales Platforms: Utilize platforms like Squarespace or Shopify to create streamlined shopping experiences without relying on third-party galleries.
• Sustainability: An email list ensures you maintain contact with your audience regardless of changes in social media landscapes.

Participating in Competitions and Exhibitions

Gaining Visibility Through Awards

The hosts advocate for entering strategic competitions and exhibitions as a means to increase visibility and attract clients.

Emily Haynes mentions the value of mentorship competitions:

“[...] the people who've stay in my mind are the people who've applied for our one on one mentoring.” ([16:15])

Helen Stephens underscores the long-term benefits of prestigious awards:

“If it's a traveling show as well and your work carries on being shown around the world.” ([17:09])

Key Takeaways:

• Selective Entry: Choose competitions that offer genuine exposure and opportunities without demanding excessive fees or compromising your work's integrity.
• Long-Term Exposure: Participating in touring exhibitions can lead to international recognition and a sustained influx of clients.
• Networking Opportunities: Competitions often place you in contact with industry professionals, fostering relationships that can lead to future collaborations.

Selling Artwork Independently

Embracing DIY Sales Channels

The hosts discuss the diminishing role of traditional galleries and the rise of independent online sales.

Emily Haynes shares her strategy for limited-time print sales:

“[...] get on there quick. And we just stick them all up on. We've always been doing it on Squarespace.” ([15:38])

Katie Chappell praises the flexibility of independent selling platforms:

“[...] you don't need that anymore. Anymore. It's so easy to sell your artwork online with a private view on a website.” ([14:51])

Key Takeaways:

• Flexibility and Control: Independent platforms allow illustrators to manage their sales, pricing, and customer interactions directly.
• Cost-Effectiveness: Avoiding gallery commissions and expensive framing reduces overhead, increasing profit margins.
• Exclusivity and Scarcity: Limited-time offers create urgency and can drive quicker sales among loyal followers.

Final Thoughts and Encouragement

The episode concludes with a blend of humor and motivational advice, encouraging illustrators to experiment with different strategies to find what works best for them.

Katie Chappell whimsically suggests:

“Fling some spaghetti against the wall. See what sticks.” ([18:14])

Emily Haynes adds her father's wisdom:

“[...] my bit will stick.” ([18:19])

Key Takeaways:

• Experimentation: Don’t be afraid to try various methods to discover the most effective ways to attract clients.
• Persistence: Consistently showcase your work and engage with your audience to build lasting connections and opportunities.

Conclusion

In this insightful episode, The Good Ship Illustration hosts provide a comprehensive guide to modern client acquisition for illustrators. By emphasizing the importance of an optimized online presence, authentic engagement on social media, independent sales strategies, and selective participation in competitions, they equip illustrators with the tools needed to navigate and thrive in the competitive creative industry. Their balanced approach—combining foundational marketing principles with contemporary digital strategies—offers valuable lessons for both emerging and established illustrators aiming to expand their client base and sustain a successful career.