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Publishing high-profile design books offers the opportunity for up-and-coming designers to level the playing field with established design firms. lynda.com co-founder Lynda Weinman asked business coach and professional mentor Peleg Top to join her in the studio to share this method of raising a designer’s visibility by contributing to elegantly presented publications.
Peleg explains what publishers are looking for, how to navigate the publishing process, entering design competitions, and other effective ways to for creative professionals to best promote their design business.
(Music playing.) Lynda Weinman: Hello! I'm Lynda Weinman and I'm very happy to be here today with Peleg Top, a business development and marketing coach for the creative industry. And I was lucky enough to get to attend a seminar that you gave recently, that was about publishing your work to art books. And I wondered if you could introduce the talk that I was at and tell us a little bit about what transpired.
Peleg Top: Sure, it's great to be here. The talk was a special evening that we organized with Nancy Heinonen who is a book producer with Crescent Hill Books. Nancy and I have been working together on a couple of book projects and she was in town working on a project with me. So we decided to invite some folks over and talk about some of the secrets behind getting your work published. Lynda Weinman: So just to give it a little bit of context, we're talking about like a design annual sort of book or-- we saw a variety of books at the talk on different themes.
That's how it's generally works, right? There's a theme that gets established. Peleg Top: Yes, these are generally hardcover design annuals, design books that are collections of the "best of" in a specific topic. So, for example a book on the best logo design or the best design for sports marketing or the best design for cause related books, which is the new book that we were promoting at this event. Lynda Weinman: So as a creative professional what are the benefits to getting your work published in a book? Peleg Top: Great benefits! There's first credibility.
When you get your work published, especially in an art book, it just sets you up as a professional right away. It's when other people talk about you when you get your work published. It gives you the credibility and honorable mention that it could really help in getting your name out there. So publicity is another great benefit of the art, getting the work out there. Lynda Weinman: Is submitting your work to these types of books a way to get rich or make money? Peleg Top (laughing): Um, no. Submitting the work is really a chance to get your name out there and to get publicity and to grow your business and grow your name.
Even producing this book or making these books it's not about the money. There's really not a lot of money in this. It's all the benefits that come from the book. It's this ripple effect that happens afterwards. Becoming the author of or having a chance to get your work out there worldwide. International distribution. It's a lot of value in that. Lynda Weinman: Sure. If you have a new client, handing them a book and showing that you have a piece in there can't hurt. [00:02:42.45 ] Peleg Top: It's also good for the client relationship. If you're my client and we did a great branding campaign for you and you got accepted into this really beautiful glossy that's only featuring selected, top-level designers from around the world, you bet that your clients are going to be impressed.
Lynda Weinman: Good point. Well, I think even for those of you who are watching this who are not interested in submitting your own work, these types of books can be such great, creative fodder for just inspiring you. Even if you're trying to do a holiday card to get up one of these books and just get inspiration even if it's just a personal piece. These books really serve all levels of designers and non-designers. A very good purpose to help be inspirational and aspirational. Peleg Top: Absolutely! And at my agency we had a library room with five bookcases of annuals and design books that we used on a daily basis for reference and inspiration.
And it was a great tool for us to have when we're sitting down with the client and trying to brainstorm a design direction, to just start looking at things and get an idea what the client is even thinking. What are they like, what attracts them? So, it was inspiring not only for us but also for the clients because it just opens up possibilities. Lynda Weinman: That's right!
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