Should I include all my different styles or just one style?

It's an excellent question without a hard and fast rule as an answer. Here's why.

When you're prepping any art portfolio, the first question you need to answer is, "Who is my audience?" The answer to that question is going to narrow down your options of what samples to include.

The business of art is a widely varied marketplace. If you're selling retro Japanese-style killer robot art, then the creative director of Mother Earth is probably not your best bet. If you sketch cuddly critters in pastel fields of love and rainbows, the hiring manager of RazorbackKillerz Graphic Design Studio is going to look at you a little funny. There may be laughing after you leave.

Very simply, you need to structure your portfolio toward the industry and type of work you're trying to get.

I had a great conversation about this with Richard Miller of Calyx Design. We've both been in the position of having to hire artists and we've both been equally frustrated when we saw awesome talent that we couldn't hire.

In the animation world I once had the responsibility of bringing in a new storyboard artist. A week after posting an ad, I sat in the office surrounded by over 100 portfolios and demo reels. Several times I pulled one out of the pile and marveled over the amazing artwork in front of me. Incredible stuff. Sometimes I brought in producers and other directors to gaze in wonder at the mind-blowing talent and beauty that lay before us. I think we even wept. There may have been fainting, it's a blur.

Couldn't hire them. Sorry. No can do. Throw another 'folio on the barbie, mate.

I looked at gorgeous oil paintings that I would have loved to hang in my home, but what I needed was an artist who could quickly sketch an idea in a fast-paced story meeting under pressure of producers, directors,writers, and designers. I needed to see sequential drawings. I ached to see that the artist knew the language of film and how to visualize a script.

Think about that.

Your portfolio may be awe-inspiring but if it's not appropriate for the person or company you sent it to, it's a complete waste of time.

Do not waste your time. Do not waste someone else's time.

So you have lots of different styles and mediums and skills. What to do?

Take a close look at the kind of work the company you're targeting produces. Do your homework. If you think you have something that fits, then show 8-12 examples of your work that's closest to it. Better to show fewer that hit the mark than more that confuse the viewer.

If you feel strongly that your alternate style is just so outstanding that it must be seen, then include it – but put it in the back of your book with a short note explaining that you understand it's different. This shows that you're paying attention and if it's truly good work, you might make an impression.

Can you tell that I hate hard and fast rules? You know, I just don't think they exist. For every artist that's heard, "you shouldn't show two styles," there's another that shows four styles and always gets work.

It's not a science, it's an... well. It's an art. And it's just good marketing.

The only time I would say that you should blanketly include a little of everything you do is when you're applying to a school. The reason is that the whole purpose of an art school (a good one) is to guide you in a direction based on your skill and talent so you can have a successful career. A Career Counselor's job is to review the work you've done and help you decide where to apply your strengths. They want to see that you've been using your skills (so they know you're not there on a whim), but showing something that isn't well-developed isn't seen as a weakness; it's a window to your potential.

It's quite different in a professional setting. It's brutal and no one is there to guide your career. People want to hire artists that can do the appropriate work without any doubt. Period.

Now let me show you something really cool and more fun than that last sentence.

In the world of children's literature, Richard Scarry is very well-known (to understate the case). He's known best for his Busy People books, with silly characters like Huckle Cat and Lowly Worm. Take a look at this.

These are three very distinctly different styles from different periods, all done by Richard Scarry. The thing to take away is not that cramming all your styles into a portfolio is suddenly okay because a famous illustrator did it. Nope-i-tee nope-i-tee no.

Take a look at the work here. Richard Scarry mastered these styles. They are all beautiful and finely illustrated in their own right.

What's important to learn from this is to not limit yourself because you think developing different styles is inherently bad. You're an artist, your job is to create art in the way you see the world. Never bend to the voices that tell you it's wrong. Do it! You have to love your work or there's no point.

But if you're going to show it to get work, make sure you've mastered it first. If you look deep inside yourself with honesty, you'll know when that is. If you're still doubtful, find a group of trusted pros to give you feedback.

If you have questions about what to include in your portfolio, I'm happy to steer you in the right direction. Send an e-mail to sparky [at] sparkyfirepants [dot com] with the subject line, PORTFOLIO HELP. Include a link to your online portfolio if you want and I'll check it out. Write a short note about the industry or field where you're trying to get work. I'll reply as soon as I can, largely depending on how many e-mails I get after this post. It's a first-come, first-served kinda thing.

If you're feeling bold and fearless, you can do the same in the comments here and I'll answer you publicly. I also invite others to join in, but I caution you that nasty, hateful comments will be deleted at my discretion. Please be constructive and say something positive. If you can't think of anything positive, then remember what Mama said and don't say anything at all.

I never knew the untold marketing lessons lying beneath the cheesy exterior of this holiday classic, Rudolph the Red-nosed Reindeer.

Take a listen with me and follow along:

Rudolph the Red-nosed reindeer, had a very shiny nose

Be uniquely you, shiny red nose and all. Are you weird, snarky, or just really like Smurf culture? Be that. Be it on purpose and without apology.

And if you ever saw it, you would even say it glowed

Let people see you. Get out there. Help people see who you are, share your Smurf love.

All of the other reindeer used to laugh and call him names

Oh, yeah, that's gonna happen. Count on it. Actually, embrace it. If some people are beating you down or calling you names, it means you're out there, you're doing it. Bravo!

They never let poor Rudolph join in any reindeer games

Yeah, that'll happen too. S'okay. Just keep lining up to get picked and eventually you'll get in the game. Or, you can find another team. Just don't quit the games altogether, mmkay?

Then one foggy Christmas eve, Santa came to say, "Rudolph with your nose so bright, won't you guide my sleigh tonight?"

Your patience and game-playing will be rewarded. Don't wait for Santa, but know that if you keep doing that other stuff, he'll find you.

Then how the reindeer loved him, and they shouted out with glee, "Rudolph the Red-nosed Reindeer, you'll go down in history!"

Hey, I didn't write the song, okay? I just analyzed it for you. Now when you shop the aisles of your local Safeway, you'll have something new to think about while accompanied by the holiday classics.

What I don't mean is that creating the art itself is work. That's pretty obvious.

What I mean is, the process of making a living as an artist is work.

It would be great if I could just sit here in front of my Macbook creating cute, funny animals while slurping my coffee without doing anything else.

The truth is, I spend more time on marketing and networking than I do creating art. For me, that's cool because I just love doing that stuff. It's fun, it's a little game I play. It's a bunch of mad scientist experimentation and research and I geek out on it.

What if you don't geek out on that stuff? What if you hate it? What if you just can't get started or know where?

Three things you need:

1. You need me. What else am I doing here? Hit me up! Ask me questions. I've been at the struggling-to-pay-rent-my-portfolio-sucks end and the how-did-I-get-all-these-clients end. Ask me. Whatever. Please.

2. You need to follow these blogs and these people on Twitter. They are experts in getting unstuck and creating a business:

@havi The Fluent Self

@ittybiz Itty Biz

@GrantGriffiths Home Office Warrior

@garyvee Gary Vaynerchuck

3. You need to go get it.

Wow, that's deep, huh? If you're scratching your head or beating your fists on the table, saying, "but it's not that %^&*ing simple!" you are absolutely right. It's just a statement that means nothing on it's own.

What I mean is that you can't put up a cool web site then sit around and wait for the commissions to come in. They won't.

What you've got to do is put yourself out there, call some people, send cards, mail samples, go to conferences in your niche market (if you don't know what that might be, let's talk). You have to work to bring it in. Take some chances, fall on your face a little bit. You have to.

In the coming weeks I'll be expanding in the "Go Get It" idea so it doesn't just sit on my blog like a slimy marketing slogan. I'll show you how to "go get it."

In the meantime, you can always go to step 1 above. I'm here to help. All you have to do is ask.

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