In today’s competitive and crowded marketplace, freelancers should pursue assignments just as their advertising, editorial and corporate clients do. Namely, research the markets for their products, and design and market those products and promotions for and to those targets. Clients also do general or national advertising in addition to their specialized markets.

Every freelancer who is serious about getting assignments has to have a national or general face. This can be handled by taking out space in directories, trade publications and Web sites. Often art buyers, art directors and creative directors look through these sources for potential talent to do their jobs. It is also not uncommon for some creative buyers to select the work of a freelancer they like and keep samples waiting for the time when an appropriate assignment becomes available.

In the current market, freelancers should also target their work to specific clients where their work would be especially effective. For the specialist freelancer, i.e., medical or technical illustrators, this process is easier, because a generalist has to do more research and self-examination. If you have a rep or partner, get together and start looking at your work from the perspective of a client with specialized needs to determine which clients or categories your work could benefit.

For example, you may have pieces that emphasize architecture, what about targeting building material manufacturers and home builders? Or perhaps there are some wonderful nature and botanical pieces in your portfolio, how about sending a special promotion to the natural cosmetic clients and garden suppliers? If you’re very good at portraying the emotional aspects of people, then investigate the editorial and publishing clients who use this kind of work. Once you arrive at a list, set up a specialized promotion and mailing for that group. Keep in touch with these prospects. People move from job to job and companies, magazines and advertising agencies come and go.

Getting assignments is not about you. It’s OK to mention awards you’ve received and the private collections your work is in, but clients want to know what you can do to help them sell their products. You, as the freelancer, are there to make the client’s life and goals easier. The client comes first.

Be sure to let the client know about other attributes you can bring to their jobs. How many sketches are included in the original job fee; how involved will you get in casting or researching; how will the finished work be delivered; does the client need a finished painting for the corporate collection. Your national advertising should include this information as well.

Don’t badger prospective clients for feedback. Most creatives have heavy workloads, so don’t add to that by asking for opinions about your work or pester them with daily phone calls or e-mails.

The client’s first consideration is their time-consuming work and since the freelance field is so unpredictable, some freelancers will wait longer to get results, but in the long run, putting the needs of the client first pays off. And from your point of view, you can end up with loyal clients and some very satisfying job assignments, both artistically and financially.