Page 93 - Visual Marketing
P. 93
Why It Works Success Metrics Takeaway Tip
Pizzo doesn’t just repurpose • Pizzo has won awards from People in your target market get bombarded
existing artwork; he renders new Print, Graphis, How, Desi, and daily by e-mails from prospective vendors.
illustrations that were created AR100. His work appears in You must stay visible—and be distinctive—to
specifically for self-promotion. leading publications, includ- stick out in a very crowded marketplace.
By creating original art for his ing the Wall Street Journal, Put together a regular schedule of e-mails
own marketing, he shows off BusinessWeek, and Newsweek, to stay front and center with those you have
his thinking and creativity with among others. permission to market to. Include the same
each e-mail blast. The tim- level of attention to detail in your e-mails as
ing is also critical. He often • Pizzo measures his success by you do in your products and services. And
whips up a timely promo that the fact that his e-mails keep make whatever you deliver not just blah, but
relates to special events such him in contact with his clients, visually remarkable. Do that and you will
as daylight saving time. “They which means they’ll keep think- have a steady pipeline of business.
feel fresh and current, like little ing of him on a regular basis—
public service announcements,” even if it’s six months to a year
says Pizzo. There are rules for between assignments.
e-mailing that Pizzo adheres
to: Always ask for permission, • Illustrators are freelancers who
do not e-mail more than once are used to feast or famine
a month, and keep the content workloads. With e-mail market-
simple—one image per e-mail ing, Pizzo has been able to sus-
is usually enough. Finding the tain long-term work sources and
right balance of content and maintain a profitable workflow.
timing is the key to success.
MUCH MO RE THAN JUST A W E BS I TE 72
