JULY 20-21   |   VIRTUAL EVENT

July 20-21   |   VIRTUAL EVENT

The HOW Creative Leadership Summit is an intimate virtual gathering that will focus on the emerging challenges faced by leaders in design, product and engineering roles. These leaders will share insights, ideas and tactics that they’ve implemented successfully to lead their teams to drive results.
HOW Design Creative Freelancer Summit How do you find good clients — the ones who value your expertise enough to pay you what you’re worth? That’s the question we’ll answer in this new virtual summit hosted by HOW Design and curated by our long-time program partner Ilise Benun. This summit is created specifically for self employed creative professionals, from solopreneurs to small agency owners, whether you’re freelancing full time or on the side. In 2 half days, you’ll learn what you need to have in place to set the foundation for the clients you want and how to connect with them and confidently close the deal.
There is nothing more empowering than being in control of your life and I believe that successful self employment is the way to achieve that freedom. Let me teach you how! I am thrilled to once again partner with HOW Events to bring together speakers who’ve been there and done that and want to show you exactly what it really takes to get the best clients. It will be well worth it.
Ilise Benun

Summit Curator

There is nothing more empowering than being in control of your life and I believe that successful self employment is the way to achieve that freedom. Let me teach you how! I am thrilled to once again partner with HOW Events to bring together speakers who’ve been there and done that and want to show you exactly what it really takes to get the best clients. It will be well worth it.
Ilise Benun

Summit Curator

Early Bird

Save Until June 20th

$79

  • Access to all design freelancer sessions on July 20th and 21st
  • Access to virtual networking during the summit
  • OnDemand viewing after the summit

Standard Pricing

Standard Pricing Starts June 21st

$89

  • Access to all design freelancer sessions on July 20th and 21st
  • Access to virtual networking during the summit
  • OnDemand viewing after the summit

Schedule

Tuesday July 20 – Your Freelancing Foundation

 – All times are in EST – 

1:00pm

Welcome + Set the Right Mindset for Success

Ilise Benun
(Read Full Bio Below the Program)
If you want to be the one who decides which meetings to attend, which projects to do and which clients to work with, you have to have an entrepreneurial mindset. Your single greatest success factor isn’t your history, your experience or your education. It’s your mindset.

No one is born with an entrepreneurial mindset. But if you want to succeed as a self employed creative professional, it must be cultivated. How? That’s what you will learn in this opening session with Ilise Benun, who has been successfully self employed for 33 years. She will show you — among many other things:

  • How to get used to the ebb and flow of a freelance workflow
  • How to listen to and follow the market
  • How not to take rejection personally and reframe it as a gift
  • Best of all, how to put the feast or famine syndrome behind you forever

2:00pm

How to Pick a Niche

Pam Foster
(Read Full Bio Below the Program)
As a freelancer, you may have heard that it’s wise or even crucial to pick a specific niche industry for marketing your business. But you may be wondering, is a niche REALLY necessary… and, how do I even find a good one?

While choosing a niche isn’t the only way to market your freelance business, it can make a massive difference in how quickly you attract clients to YOU; clients you’ll enjoy working with and who appreciate you in a big way (and pay you well as a result). 

In this session, Pam will discuss the tremendous value of choosing a niche market and show yodifferent ways to easily choose an industry that needs your services. You’ll discover:  

  • How your unique background makes you the perfect resource for certain clients 
  • fun, eye-opening ways to see which niches are teeming with potential clients 
  • How niche-focused freelancers are thriving — and how you can learn from their examples 

And, Pam will provide you with a handy checklist to use for your own niche research, so you can pick an industry you’re excited about. By the end of this session, you’ll likely have a few ideas for a niche that’s a natural for you. Best of all, you’ll see where the clients are right now… anxiously looking for something who already “gets” their market.  

Bring your niche questions to this lively session! We’ll have time for Q&A at the end. 

3:00pm

How To Build Your Personality Brand Learn How to Stand out in a Sea of Sameness and a World of Duplicates

Danielle Hughes

(Read Full Bio Below the Program)
We’ve all heard the expression, ‘you are your biggest asset.’ So why do so many of us feel reluctant to let our personality shine in business? Maybe it’s because we don’t know how. Or worse, we fear showing too much of ourselves will alienate potential clients.

Surprise! It’s actually the opposite.

People are hungry for personality. That’s what drives connection (and repeat business and referrals and revenue!). The reality is, you’re the only one who does what you do in the WAY you do it. In other words, you’re a completely solo experience. And the more you bring yourself into your message, the easier it is for you to create confidence around what you do and create die-hard fans. In this session I’ll show you:

 

  • How to create a message that attracts the right clients and repels the wrong ones
  • How you can charge what you’re worth because you know how to uniquely serve your audience
  • How to create content and messaging that positions you and your services to be distinct from everyone else
  • How to highlight your uniqueness in a genuine and relatable way

4:00pm

Training Yourself, Your Clients and Your Family

Julie Cortes
(Read Full Bio Below the Program)
Want to succeed at freelancing? It all starts with mindset.

Get ready to shift your attitude, establish boundaries, and do what’s best for you and your business.

Take control and boost your chances of success with a simple three-step program and learn how to:

  • Train Yourself
  • Train Your Clients
  • And Train Your Family & Friends

First, you train yourself. That means, gain all the education you can, institute policies and procedures for your business, set office hours, and more.

Next, you train your clients. Learn how to communicate thoroughly, define expectations (such as payment terms, fees, etc.), and get every pertinent detail in writing.

Then you train your family and friends. Discover tips and tricks to keep interruptions at bay simply by setting boundaries and sticking to them.

As a freelancer, you want to get to a point where you’re prepared. Where you can be proactive as well as reactive. And where you can feel ready to take on whatever challenges arise.

No more feeling stuck. No more getting taken advantage of because you’re self-employed. No more getting distracted from achieving your dreams.

It’s time to treat your business like a business, not like a hobby.

You ready? Let’s do this!

Join us, get trained—and learn how to train others!, and walk away confident, empowered, and ready to take your freelance business to the next level.

Wednesday July 21 – Find the Best Clients

 – All times are in EST – 

1:00pm

Up Your Opens and Opt-ins with Scroll-Stopping Subject Lines, Leadlines, and Titles

Lisa Mullis
(Read Full Bio Below the Program)

Up your opens and opt-ins with scroll-stopping subject lines, headlines, and titles

Headlines, titles, subtitles, subject lines… they’re simply the icing on the cake, a finishing touch to the masterpiece that is your email or article or program or sales page… right?

In fact, these tiny elements of copy can make a HUGE difference in…
…which of your emails are opened and read.
…the number of registrations for your event or sign-ups for your freebie.
…and finally getting to work with the people you’ve been working so hard to attract online.

Your content could be stellar but a boring email subject line, a blah headline, or a completely vague title for a lead magnet means all your hard work is getting ignored and deleted without anyone bothering to read it.

In this session, skill up your chops for writing great page-turning, email-opening, button-clicking one-liners. You’ll learn:

  • 3 never-fail formulas for subject lines that pop the inbox
  • how to use emojis and personalization without the cheese or spam
  • the one thing that every title/subtitle pairing should contain to 10X your conversions
  • the easiest way to get the biggest ‘aha’ from your reader in 10 words or less
  • tips for writing titles and subtitles for offers, freebies, and other content that make them a must-have

 

2:00pm

Successful Freelancers Share What’s Working part 1

Aaron Dougherty
Stephanie Helline
Sarah Pike
(Read Full Bios Below the Program)
In this special 2-part panel presentation, Ilise Benun will interview 6 successful creative professionals — designers, copywriters, a photographer and a laser cutting artist — about exactly how they are getting better clients with bigger budgets.

In Part 1 you will hear from Stephanie Helline of Strategic Health, Sarah Pike of FreeFall Laser and Interiors Photographer, Aaron Dougherty about how they are using strategic networking to meet their ideal clients and targeted outreach to get their attention.

3:00pm

Successful Freelancers Share What’s Working part 2

Jennifer Leonardson
Kevin Kernan
Conrad Winter
(Read Full Bios Below the Program)
In this special 2-part panel presentation, Ilise Benun will interview 6 successful creative professionals — designers, copywriters, a photographer and a laser cutting artist — about exactly how they are getting better clients with bigger budgets.

 

In Part 2 you will hear from Kevin Kernan of GDLOFT, Logistics Copywriter, Conrad Winter and Jennifer Leonardsen of Oxyjen Design, about how they each combine content marketing, LinkedIn and in person networking with their marketing smart-web sites to position themselves as the go-to creative in their chosen niches.

4:30pm

How to Close the Deal

Ilise Benun
(Read Full Bio Below the Program)
Just because a prospect says they have a project, doesn’t mean it’s a good fit for you. In this session, Ilise Benun will show you how to qualify your prospects and lead them confidently through the money conversation, avoiding all the red flags and minefields you dread. You will learn:

  • How to lead the conversation that converts a prospect into a client
  • How to get a prospect to tell you their budget (even when they don’t have one)
  • When (and when not) to write a proposal
  • And how avoid writing proposals for prospects who can’t afford you

5:00pm

Closing thoughts

HOW’s Amy Conover will join Ilise at the end of the session for a final wrap up

Speakers

Ilise Benun

Founder, Marketing-Mentor.com

Ilise Benun is the founder of Marketing-Mentor.com, the go-to online resource for creative professionals who want better projects with bigger budgets, through which she offers business coaching to small groups and 1:1. She is also a national speaker and author of 7 books, including “The Creative Professional’s Guide to Money,” and 3 online courses via CreativeLive – all tailored to the needs of creative professionals. Since 2008, she has hosted the Marketing Mentor Podcast and her newest project is her role as “Business Coach” for the Savannah College of Art & Design. Follow her @ilisebenun and get her Quick Tips at www.marketing-mentortips.com
MaureenCarter headshot

Julie Cortés

Founder, The Freelancer Exchange

Copywriter by day. Freelance Rockstar by night. Julie Cortés lives, breathes, teaches, speaks, and coaches on all things freelance. She’s run her own business for 20+ years, founded The Freelance Exchange of KC—an organization for advertising and marketing freelancers, and created a much-needed college-level course, Freelancing 101, and teaches as an adjunct professor at the world-renowned KC Art Institute. Awarded dozens of times for her work, leadership, volunteerism and community involvement, she’s regularly sought out for media interviews to offer savvy advice, best practices, and industry standards. Julie is loving life, living out her passion of helping freelancers succeed.
Aaron Dougherty

Aaron Dougherty

Photographer, Aaron Dougherty Photography

Starting as a Commercial Photographer for RR Donnelley Premedia 15 years ago, Aaron quickly gained valuable experience photographing national ad campaigns for consumer brands. Today, he runs a thriving photography business that specializes in immersive interiors photography for furnishings brands, interior designers and shelter magazines. 

Pam Foster

Founder, ContentClear Marketing

Pam Foster, founder of ContentClear Marketing (www.ContentClear.com), is a Certified SEO Copywriter, web content consultant, and a frequent speaker/teacher at live events for freelance copywriters. In 2009 she launched PetCopywriter.com, becoming the go-to writer for pet- and veterinary-related companies and nonprofits. In 2017, she sold PetCopywriter.com to a veterinarian who’s a copywriter, but she still provides freelance copywriting services to the industry on the side. Pam is the Learning Chief at American Writers & Artists Institute (AWAI), and she’the author of several AWAI programs, including How to Choose Your Writing Niche. She’s helped countless freelance writers find niche success. 

 

Aaron Dougherty

Stephanie Helline

Creative Director + Owner, Strategic Health

Stephanie began her healthcare career with Kaiser Permanente (KP) as a member of the marketing communications team. After going out on her own in 2006 she continues to work with KP and has grown her client list to include MedStar Health, Luminis Health and Johns Hopkins Medicine. With over 25 years professional experience as a creative, marketing strategist and art director, Stephanie has continued to expand her healthcare knowledge. She serves on the BOD of Women in Healthcare, Maryland Chapter as the Mentorship Chair and the Mid-Atlantic Society for Healthcare Strategy and Market Development. She is a strong advocate for healthy living and eating. Stephanie and her team base their creative work on solid strategy, which is built from deep experience in the healthcare market and thorough understanding of client needs and objectives.
Dan Mall headshot bw

Danielle Hughes

Chief Personality Officer, More Than Words Marketing

As the Chief Personality Officer of More Than Words Marketing, Danielle Hughes helps individuals and brands to develop their Genuine Personality Brand, creating content that sounds like you and giving you the space to truly be yourself in your messaging.

And while she can’t pull a rabbit out of her hat, she can hone your brand message, engage your audience and deadlift you or your employees, but not at the same time. That’s just irresponsible. (note: Danielle is available for office party tricks and accepts payment in bottles of Bordeaux, Barolo, Barbera…or any wine with any letter.) 

Aaron Dougherty

Jennifer Leonardson

Founder, Oxyjen Design

Jennifer is a Minnesota native and graduated from Concordia College with a degree in Communications and a minor in Art. She’s worked in printing, publishing and advertising in the Minneapolis area for over 20 years. After 8 years of agency work, Jen founded Oxyjen Design, a graphic design studio in Minneapolis where she specializes in helping manufacturers breathe easy when it comes to their marketing projects. Her work has been published in Packaging World, Healthcare Packaging and MSP magazines and she is currently a board member of the Institute of Packaging Professionals, Minnesota Chapter. Her client list includes Donaldson Company, MGS Machine, Minnetronix Medical, Sea Foam and Boston Scientific, among others.
Aaron Dougherty

Lisa Mullis

Principal + Creative Director, Paraphrase Communications

As a copywriter and designer with 20+ years of entrepreneurial experience, Lisa helps service-based professionals look, sound, and sell like the high-value experts they are. She primarily works with coaches, consultants, and creatives in mid- to late-career transition who are often struggling with low confidence and lack of clarity because they’re doing something new. In helping her clients leverage their previous expertise and experience into words that clearly communicate the value of what they’re doing now, they’re able to call in the kind of clients and money they really want. 

Aaron Dougherty

Kevin Kernan

Partner and Managing Director, GDLOFT

Kevin Kernan is a partner and managing director of GDLOFT an award-winning, minority-owned and certified, Philadelphia-based creative studio that provides design, strategy, and branding services. GDLOFT straddles the line between fine art and design methodology. For 18 years they have worked with local, national and international artists, higher education institutions, cultural and art institutions, and nonprofit organizations. Kernan’s Master’s in Art Administration and background in publishing, print production, branding, and web design gives him unique insight into the nonprofit sector. Kernan oversees marketing and business strategies, art direction and management of the design staff.
MaureenCarter headshot

Sarah Pike

Founder, FreeFall Laser

Sarah Pike is an artist and owner of FreeFall Laser, a laser cutting studio specializing in collaborating with designers and artist to create custom pieces that combine technical expertise with artistic vision. Sarah empowers creatives to take their laser cutting to the next level through in-person and online workshops. She received her MFA from the Pennsylvania Academy of the Fine Arts. Sarah has presented her laser cutting research at the American Institute for Conservation Annual Meeting in Houston, Texas, Southern Graphics International Conferences in Portland, Oregon and Dallas, Texas, and at the SNAP Symposium in Rheine, Germany.
MaureenCarter headshot

Conrad Winter

Logistics Content and Copy Writer

Conrad spent his formative years as a copywriter at advertising agency, Young & Rubicam in Chicago where his clients included International Trucks, Jim Beam and Leinenkugel’s Beer. Today he specializes in writing blog articles, case studies, websites and white papers for companies in transportation and logistics. He brings an agency style of writing and working to the companies he works for, including Crowley, TradeLens, RLS Logistics, JAXPORT and CustomsNow.

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