Episode Overview
Ever wondered how some freelance fashion designers land dream clients with just a simple email? In this episode, Heidi Herrman breaks down her secret sauce for securing a $3,000 project with a personalized pitch. From using ChatGPT to find niche brands to crafting an authentic, heartfelt message, she shares all the ins and outs of her process. You’ll be inspired by Heidi’s genuine approach and her knack for turning a one-off gig into an ongoing client relationship.
But it doesn’t stop there! Heidi dives deeper into setting the right rates, negotiating contracts, and building trust with clients. She talks about her experiences working with various brands, including a cool outdoor brand called Fayette Chill and a vibrant apparel company named Sky Goat. Whether you’re a seasoned freelancer or just starting, this episode is packed with golden nuggets to help you grow your fashion business. Tune in to get the full scoop on how to win clients and create lasting connections in the fashion industry!
Resources:
228: How this Freelance Fashion Designer Built A MILLION Dollar Design Agency with Connie Bourgeois
232: Why This Freelance Fashion Designer Is Turning Down $120k+ Job Offers with Rachael Kranick
Episode Highlights
Introduction to Landed Client Email Success
- Discussion on how research, authenticity, and a personalized email helped freelance designer Heidi Herrman land a $3,000 project.
Finding the Right Brands
- Heidi Herrman shares how she uses tools like ChatGPT to identify brands that align with her style, particularly for niche markets like menswear.
Initial Outreach and Discovery
- Heidi Herrman describes initial outreach via LinkedIn to the brand director at Fayette Chill and her subsequent project designing a plaid shirt program.
Connecting with Sky Goat
- Heidi Herrman details her discovery of Sky Goat through Garage Grown Gear and her process of reaching out to its founder, Ram. She emphasizes personalized, genuine compliments about his brand.
Project Details and Workflow
- Heidi Herrman elaborates on the project’s scope, which involves designing joggers for men and women, and the workflow which includes producing tech packs and overseeing the sample stage.
Challenges of Freelance Outreach
- She mentions the difficulties of freelance outreach and the joys of receiving positive responses.
Pitching Strategies
- The importance of focusing on the client’s brand rather than self-promotion during the pitching process.
Handling Invoices and Payments
- Describes how she managed invoicing, contracts, and obtaining deposits for her freelance work with Ram.
Fayette Chill Engagement
- Details about her ongoing engagement with Fayette Chill, including adjusting her rates based on client budgets and establishing retainers.
Transition to FAST Program
- Discussion on what led Heidi Herrman to join the FAST program and how it’s helping her refine and grow her freelance business.
Reflections on Freelance Journey
- Heidi Herrman reflects on her freelance journey, including the transition from permalance roles to managing her own freelance business and strategically choosing clients.
Industry Insights and Personal Development
- Heidi shares insights about the fashion industry, the importance of continuous learning, and managing one’s career development independently.
Final Thoughts and Contact Information
- Heidi Herrman encourages other freelancers to be proactive about their learning and to engage with the industry, sharing where she can be found online (LinkedIn, Instagram, website).
Key Questions and Responses
1. How did you land the $3,000 client from sending a personalized email?
Heidi Herrman explained that she used extensive research and authenticity in her outreach. She reached out to potential clients with a personalized email after researching their brand and products. Herrman emphasized the importance of being genuine and making the majority of the communication about the brand rather than herself.
2. What strategies did you use to find brands that align with your style?
Herrman mentioned using tools like ChatGPT for searches to find specific smaller companies. She discovered Garage Grown Gear, a site featuring cottage industry brands, through one of her searches, which led her to connect with the brand Sky Goat.
3. What specific steps did you take in your outreach to catch the attention of brands?
Herrman highlighted the importance of sending personalized and specific compliments about the brand’s products. She focused on their unique aspects, such as their vibrant and creative designs, which helped her stand out. She reached out to the key decision-makers on platforms like LinkedIn and maintained a friendly and relevant approach.
4. Can you describe your process after the initial outreach?
After initial outreach, Herrman engaged in detailed email exchanges rather than immediate phone calls. She asked the client about their project needs, provided her hourly rate, and requested a deposit to secure the project. This included continuous monthly invoicing and an organized system of tracking and reporting work hours.
5. How did you estimate the time and cost for the project?
Herrman estimated the project to take around forty hours based on her extensive industry experience. She communicated transparently with the client, adjusting estimates if necessary and keeping them informed about the progress and any changes in time requirements.
6. Why did you decide to sign up for the Fast program?
Herrman joined Fast to refine her skills and learn more efficient ways to run her freelance business. She appreciated Heidi’s energy, content, and wanted to explore different approaches, even though she already had significant experience.
7. What is one thing people never ask about being a freelance fashion designer that you wish they would?
Herrman wished that people recognized the unglamorous, hard-working side of the fashion industry. She stressed the importance of continuous learning and self-improvement, stating that the effort put into one’s career directly correlates to the success seen in the industry. She also emphasized the freelance business’s need for personal responsibility regarding training and skill updates.
About Heidi:
Welcome to the creative world of Heidi Herrman, a visionary multi-media artist and seasoned fashion designer. With over two decades of experience in apparel design and development, Heidi has merged her passion for contemporary art and sustainable fashion into H² Design & Art.
At H², She specializes in innovative textile, encaustic, and mixed media artwork, as well as forward-thinking, sustainable fashion solutions. With a focus on thoughtful design, sustainability, and product innovation, Heidi collaborates with companies and individuals who share a commitment to creating meaningful, impactful products and experiences.
Connect with Heidi:
Email her at heidiherrman@gmail.com
Check out her website
View her portfolio
Follow on Instagram
Connect on LinkedIn