Getting book crits? Some tips...

Well my partner Olly and I have been taking our book to a fair few people lately, and although it hardly makes me an expert, it does mean that the experience is extremely fresh in my mind. So, based on our efforts, and stealing a little advice from others, here are my top tips for getting the most out of portfolio crits (and getting them in the first place).

• Any communication medium can be used to arrange a crit - one of ours was arranged via Instagram.
• Don't be discouraged when Creatives and Creative Directors don't reply to your emails. They're busy. Chase up politely after a while, but you can't win them all.
• Be prepared to be flexible and adjust to their schedule - expect last-minute changes.
• Don't just approach the Creative Directors. Junior Creative teams can be the most helpful of all, especially when you're just getting started. They have more recent experience of the application process, and they're more likely to have quality time to spend with you than the CD.
• Keep a spreadsheet with "campaigns" along the top, and "crits" along the side. Then colour the squares green for "loved it", orange for "needs some work", and red for "lose it". Then, you can see at a glance how your projects are going down. You can also use the space to make a note of specific comments or suggestions.
• Never ever go back for a second crit without making significant changes to the portfolio. Push the work further, add in new projects. What they want to see is progress.
• Have something in your book that tells the reader something about you. They're not just hiring the work, they're hiring the people.
• Be aware of the agency you're going to before deciding what projects to put in. AMV BBDO may like to see plausible above the line campaigns for major consumer brands, whereas Mother might appreciate a more slanted, warped approach.
• BUT have the courage of your convictions, too. We met a team who were told by Nick Gill at BBH to drop one of their campaigns. They came back to see him and stuck to their guns, and still got the placement. And then a job.
• And don't try to be all things to all men. (a) You'll never achieve it, and (b) it'll make your book look bland and directionless.
• Remember to end every crit by asking to come and see them again.

And just remember, as the old saying goes: opinions are like arseholes; fun to explore and rewarding to probe.