In reality, I don’t do very much to actively seek out clients; most of my clients find me. Here are the recommendations I shared with the group on how to become visible to clients.
An online portfolio is a requirement if you’re freelancing. Prospective clients need to see what kind of work you can do. Your portfolio is a way to tell your story about the work you do and the work you want to do in the future. My portfolio is on my business website.
You don’t need to have lots of full courses on your portfolio. Most clients won’t have time to review long courses. Short snippets or even screenshots are fine. Include a few sentences explaining your projects and the problems you solved with them. If your examples demonstrate specific tools or skills, mention that in your description.
If I was starting over now, I’d register a domain right away and create my blog as part of my website and portfolio. Since I started this blog as a free WordPress site years before I decided to become a consultant, I didn’t think about the domain as a business need at the time. You can still use a free WordPress site for your business and portfolio, but pay for domain registration so you don’t have to change it later. Many free WordPress themes can be used to build portfolios, not to mention the a plethora of paid and custom options.
When I say “networking,” don’t picture handing out business cards at so-called networking events where everyone is trying to get something from everyone else. Networking is about building and maintaining relationships. I’ve found it helpful to approach networking with a focus on how I can give to other people, rather than what I can get. Being helpful to others shows people that you’re good to work with, and it demonstrates your expertise.
A significant portion of my work comes via people I’ve worked with before or through those connections. Keep in touch with your former colleagues from when you were an employee, especially when they move to new jobs themselves. Spend time connecting with others in the e-learning field too. Everyone gets overbooked sometimes. I refer work to others when I’m too busy or it isn’t a good fit, and others return the favor.
The primary way prospective clients find me is via my blog. They usually search for “instructional design” or “instructional designers,” read one of my posts, and follow that to my portfolio and business site. A blog gives you credibility and makes it easier for people to find you.
I’ve heard from other IDs and e-learning freelancers that they find clients via Twitter connections. LinkedIn Pulse is another possible channel for publishing; this has the advantages of being free and reaching a built-in audience of your connections.
Online communities like LinkedIn groups and eLearning Heroes are also great ways to connect with people. You can demonstrate your expertise. I once got a major project as a result of a question I answered in a LinkedIn group. It wasn’t the person who asked the question who hired me; it was a third part who was reading the discussion. Because I was helpful to someone else, he saw that I knew what I was talking about, and he hired me.
I’ve found that when I’m helpful to others and act like a good online “neighbor,” clients just find me. In her post on finding work, Jackie Van Nice explains,
How does all of this lead to work? It just does. Whether it comes from your peers who know of a project you might be right for – or from those silent watchers in the community, on your website, on Twitter, LinkedIn, or wherever else you’re active – the people with the work will find you.
My experience is very similar to Jackie’s; by putting myself out there and being active and visible, work finds me.
Props to Patti Bryant for doing an amazing job organizing this freelancer group.
Images (except the portfolio screenshot) from GraphicStock.com (unlimited downloads $99/year)
In response to my list of 12+ Books for Instructional Designers, I received a lot of great suggestions for further reading. My “to read” list is now quite long, but I’m slowly making my way through these suggestions. Here are 20+ more books suggested by others.
ISD From the Ground Up: A No-Nonsense Approach to Instructional Design by Chuck Hodell was suggested by Phrodeo, who is using it as a textbook in a course she’s taking.
Marina Arshavskiy’s Instructional Design for ELearning was recommended by another student, Alisa, who says “I will definitely keep using it after I graduate.”
Design Alchemy: Author Roderick Sims suggested that I include “texts/resources that address Learning Design and not just Instructional Design” such as his own book.
Streamlined ID: A Practical Guide to Instructional Design: Miriam Larson suggested her book, co-authored with Barbara Lockee. This book was positively reviewed in Education Review.
Although I have several of Michael Allen’s books, I haven’t read Leaving ADDIE for SAM yet. Several people recommended that (including some who said they wished their organizations would pay more attention to it and move to a more agile approach).
William Horton’s e-Learning by Design is Nahla Anwer Aly’s favorite book in the field. I read it a number of years ago. Although I don’t refer back to it as often as some of my other books, it’s a strong selection, especially for those early in their careers.
Patti Shank’s The Online Learning Idea Book, Volume 1 and Volume Two: Proven Ways to Enhance Technology-Based and Blended Learning have lots of inspiration. Even though it was published in 2007, I still pull out the first volume sometimes when I’m stuck for ideas.
Make It Stick: The Science of Successful Learning is geared more towards teachers and professors or those interested in the psychology of how we learn rather than specifically aimed at instructional designers. The authors have done an amazing job of reviewing, summarizing, and organizing dozens of studies about how we learn. As instructional designers, we often work hard to make learning easier, but the research shows that “desirable difficulties” can actually increase learning. I’m a few chapters into this book currently, and I’ve already picked up a few new ideas. I do wish the book had some visuals to help explain the concepts. As an instructional designer, especially one who develops self-paced e-learning, you’ll need to reflect on your own about how to apply these ideas to your work. Most of the examples are from classrooms, either academic or corporate.
Urban Myths about Learning and Education was just published in March. Will Thalheimer gave it a positive review. My one caution with this book is that Paul Kirschner is one of the authors, and he has shown some (in my opinion) irrational bias against discovery learning, project-based learning, and constructivism in the past. Based on Thalheimer’s review, it sounds like Kirschner is more nuanced in this book, noting situations where the methods he previously labeled as “failures” do, in fact, have benefits. (For a balanced review of Kirschner’s previous attack piece on constructivism, see Don Clark’s review five years after its publication.
Connie Malamed just published a new book, Visual Design Solutions. Cammy Bean recommends it for all of those of us who need to communicate visually in our e-learning but lack the formal training on how to do so. Cammy also says it can be helpful for IDs who work with graphic designers so you can communicate with those team members more effectively. Unlike a lot of visual design books out there, this is focused specifically on visual design for learning.
Connie’s previous book, Visual Language for Designers, was helpful to me in learning about the fundamentals of visual design. Jeffrey Dalto reminded me that I inadvertently forgot her first book from my initial list (sorry Connie!). Jeffrey’s review can be found at Creating Visuals for Training.
Analyzing Performance Problems: Or, You Really Oughta Wanna–How to Figure out Why People Aren’t Doing What They Should Be, and What to do About It was recommended by Mike Taylor, who also recommended the next selection.
Dana and Jim Robinson’s Performance Consulting was also recommended. Mike says neither of these books is very recent, but they have remained relevant.
Joel Gendelman’s Consulting Basics was a critical resource for me when I made the leap from being an employee to being a freelance instructional designer. I regularly recommend this book to people who are just getting started in the freelance world or hoping to make the switch. The tips are very practical and concrete, and my own consulting agreements borrow heavily from the examples provided in this book.
Daniel Pink’s Drive explains three principles of motivation that go deeper than just rewards and punishments: autonomy, mastery, and purpose. More money won’t always motivate behavior change (in fact, sometimes it might be counterproductive). Helping people improve their skills can be even more motivating, and that’s certainly part of what we should be doing as instructional designers.
The Art of Explanation by Lee LeFever of Common Craft explains how to make information easier to understand. This was suggested by Luis Flores, who says, “As we create leaner and quicker learning experiences, being able to distill content is a skill that is indispensable.”
Made to Stick: Why Some Ideas Survive and Others Die is about why some stories and ideas are memorable while others aren’t. Robert Beck says, “Its principles are ones that I often turn to for reminders of how to make learning more compelling and memorable.”
TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks was also recommended by Robert Beck. He says, “If IDs keep in mind the elements of a powerful story and how to deliver a spellbinding presentation to an audience, they’ll likely design an effective training product.”
John Medina’s Brain Rules was Robert Beck’s third recommendation, and I’ve heard these principles mentioned by a number of others in the field. I’m a little cautious about neuroscience claims; I’m not sure that the research is as solid as it is sometimes conveyed. However, I know many people have gotten excited about Medina’s work.
The Essential Persona Lifecycle by Adlin and Pruitt was recommended by Ieva Swanson. I have seen examples of personas used effectively for different projects, including creating a learning portal. This isn’t an area I personally know much about, but I can see the value in exploring it further.
Even though I have now shared over 30 books, I’m sure I missed some great reads. Tell me your suggestions!