Founder of Onespacemedia, James Cotton presented to Camcreative on 29 June 2011

1. From Pitch to Profit
the pitfalls every
creative business
needs to avoid
James Cotton, Onespacemedia.com, @jamescotton

2. Agenda
Not getting a decent brief Perfection
Speculative work Saying ‘yes’
Lack of confidence Under delivering
Isolation Poor administration
James Cotton, Onespacemedia.com, @jamescotton

3. PITFALL 1
Not getting a
decent brief
James Cotton, Onespacemedia.com, @jamescotton

4. Our logo should be timeless,
romantic, classic, modern, edgy,
primal, techno, friendly, professional,
bold, green and simple.
Do you have enough information
from us to get started?
James Cotton, Onespacemedia.com, @jamescotton

5. Advice
Ask the right questions.
Use questionnaires to get structured information.
Be flexible – are there other ways to get the information?
Banish ambiguity – communicate your interpretation.
Build relationships for better understanding.
Agree a plan in writing and get cracking.
James Cotton, Onespacemedia.com, @jamescotton

6. PITFALL 2
Speculative work
James Cotton, Onespacemedia.com, @jamescotton

7. James Cotton, Onespacemedia.com, @jamescotton

8. Advice
Don’t work for free with little chance of reward.
Need to build your portfolio? Pick real world projects.
Don’t be afraid to say no. There’s plenty of work out there.
James Cotton, Onespacemedia.com, @jamescotton

9. PITFALL 3
Lack of confidence
James Cotton, Onespacemedia.com, @jamescotton

10. James Cotton, Onespacemedia.com, @jamescotton

11. Advice
Believe in yourself and your abilities.
Don’t compare your work to others in the industry.
Always finish the projects you start.
Remind yourself of all the good work you’ve done.
Surround yourself with ‘yes’ people!
James Cotton, Onespacemedia.com, @jamescotton

12. PITFALL 4
Isolation
James Cotton, Onespacemedia.com, @jamescotton

13. James Cotton, Onespacemedia.com, @jamescotton

14. Advice
Get out there.
Join networking groups.
Think about co-working or setting up an office.
Stop writing that email and pick up the phone.
Present your work in person.
James Cotton, Onespacemedia.com, @jamescotton

15. PITFALL 5
Perfection
James Cotton, Onespacemedia.com, @jamescotton

16. James Cotton, Onespacemedia.com, @jamescotton

17. Advice
Set a brief. Stick to it.
Think about your margins.
Believe in your work.
Don’t compare your work to others in the industry.
Remember that no one will scrutinise like you will.
James Cotton, Onespacemedia.com, @jamescotton

18. PITFALL 6
Saying ‘yes’
James Cotton, Onespacemedia.com, @jamescotton

19. James Cotton, Onespacemedia.com, @jamescotton

20. Advice
Look after your existing clients.
Your active projects take priority.
Understand your bandwidth.
Tell them they have to wait. Is it really that urgent?
Don’t be afraid of saying no. There will be more work.
James Cotton, Onespacemedia.com, @jamescotton

21. PITFALL 7
Under delivering
James Cotton, Onespacemedia.com, @jamescotton

22. James Cotton, Onespacemedia.com, @jamescotton

23. Advice
Under promise. Over deliver. It’s a win win.
Don’t reveal all your ideas.
Think your ideas through and up-sell them to your client.
You’ll get more work and more referrals.
James Cotton, Onespacemedia.com, @jamescotton

24. PITFALL 8
Poor administration
James Cotton, Onespacemedia.com, @jamescotton

25. To: Some client
From: Creative dude
Subject: re: where is our artwork?
Thanks for your email. I’m currently on a surfing trip around
the world and expect to be back in Autumn 2014.
On 29 Jun 2011, at 15:26, Some client wrote:
Dear creative dude,
Where are you? I’ve been trying to get hold of you. The
magazine needs the artwork by 4pm today. If we don’t get it
to them we will miss our slot and the whole campaign will be
screwed.
Call me. / Some client
James Cotton, Onespacemedia.com, @jamescotton

26. Advice
Show professional courtesy at all times.
Good project management is half the battle.
Communicate.
Do what you said you would (and more)!
Automate administrative processes.
James Cotton, Onespacemedia.com, @jamescotton

27. Thank you.
James Cotton
Onespacemedia.com
@jamescotton