On Getting Published

with Peleg Top and Lynda Weinman
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On Getting Published
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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.

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Design
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The benefits of getting published

(mellow keyboard music) - 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 kind of art books. And I wondered if you could introduce the talk that I was at and tell us a little bit about what transpired.

- Sure, it's great to be here. The talk was a special evening that we organized with Nancy Heinonen, who's 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. - So, just to give it a little bit of context, we're talking about, kind of like a designed annual sort of book, or, we saw a variety of books at this talk on different themes, that's how it generally works, right? There's a theme that gets established.

- Yeah, these are generally hard-cover 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. - So as a creative professional, what are the benefits to getting your work published in a book? - Great benefits, there's first credibility.

When you get your work published in an, 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 the honorable mention that could really help in getting your name out there. So publicity is another great benefit, PR, getting your work out there. - Is submitting your work to these types of books a way to get rich or make money? - (laughs) 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, 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. - Sure, if you have a new client, handing them a book and showing that you have a piece in there can't hurt. - 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 designs from around the world, you betcha that client's going to be impressed.

- Good point. Well I think, you know, 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, you know, even if you're trying to do a holiday card, you know, to get 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 and be inspirational and aspirational. - Absolutely, and at my agency we had a library room with five bookcases of manuals 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 a 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 do they like, what attracts them. So it was inspiring not only for us, but also for the clients, because it just opens up possibilities. - That's right.

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