Do you think it’s a photographer’s personal work that defines their style?
A:
As Amy V. Cooper would say, “This is one JUICY question!” The definition of personal work can mean two very different things. Personal could mean family dinners and travel images, or it can mean testing similar types of scenarios helping to grow even stronger. Personal testing work takes a photographer’s style to that next level. It is how the craft is freely explored and shaped with 100% focus from within creative inspiration vs. an industry trend or client’s guided brand decisions.
I was invited to bid for what developed into branding services for a white-labeling startup company. The company to whom I was “bidding” did not actually provide a specific scope, brief or RFP. Such is how it grew into a “branding” project. Their communication with me wasn’t very responsive. I interpreted it being more like an RFI, providing them with the following:
A list of typical deliverables.
A list of things not included.
A budget range with minimum & not-to-exceed amounts.
An explanation of how scope development was needed to pinpoint the actual cost of services.
Scope development was included in the minimum.
What is your opinion on my approach on the above mentioned project?
A:
This request sounds like the massive amount of undeveloped clients using social media mass photographer reachability to save them money. You’ll need to quickly assess if this is a reliable potential client or an “info for free” mass request.
They are asking you to be their creative development ad agency so you can:
Do that for free.
Give them your hourly rate for that type of branding work.
Tell them to contact you again when they have their shot list spec sheet prepared.
Hello! I’m a well established Swedish commercial lifestyle and outdoor photographer. I also shoot film and direct. My wife is American, and we are planning to move to Minneapolis soon. The transition from Sweden to the US is a pretty big step. I’ve been thinking of creating a second website that I can promote in the US for SEO and content. I want to meet with reps and, of course, brands and agencies. But as I’m not familiar with the market over there, I don’t know where to begin. What would be a good place to start?
A:
Welcome to the USA! One of the best parts of being a photographer is the barometer for good work is pretty much the same across the board. Moving from one location to another does not preclude you from getting jobs unless you want to work in one type of industry but show images from another sector. A wedding photographer has a more challenging time doing commercial advertising because that shows a different visual perception and aptitude scenario. Moving places won’t hold you back; it can even be a catchy conversation tool that will interest people. Rework your website to include the new location content/SEO/vibe based on the type of work you want to be getting, as that is the true focus.
Relocating to Los Angeles in 2 weeks from Baltimore. Any tips for hitting the ground running? I have an existing client there and some connections, but nervous about income and how long it might take to re-establish myself.
A:
Relocating locations from a smaller area to a larger city may require shifting your marketing strategy from being a solid all-around photographer to becoming the master of one strong style. The competition in the larger cities tends to focus on being the best of a definitive market. Be prepared to hit the ground running with an established look ready to compete within a more fine-tuned selection of clients.
If you are saying, “I CAN DO THAT” when you see ads, that tells me you are on the side of being a “generalist,” which waters down the impact of your specific style. I call that my RED FLAG as those are the photographers who usually don’t receive the national attention for a specialized branded look.
What is your sales tool component that stands out to separate you from your competition?
Is it your personality, a production capability, or your skillset?
What do you offer that helps your marketing/sales approach push you to be 1st choice for projects?
This specific something about you can shape your entire direction.
Follow it, know it, explore it and grow from this specialty to keep yourself on top of the pack.
Think about the sales of what you do. You need to be competitive with many others, so how do you make the numbers work in your favor? Rely on something very specific to you that limits your competition. Your approach can focus on this unique skill set, something you’ve done in the past, your reputation, your history, or your interests.
For example, I represent a duo with a very specific niche. They should leverage that uniqueness every time we bid on a job. They should highlight it in their treatment and discuss it during the call. It should be a major focus because it sets them apart.
Use what you have and rely on it. If you’re unsure what that unique aspect is, take the time to discover it. This can become your best marketing tool, sales approach, focus, and direction for your website, images, or testing. Think about it, use it, and remember it can evolve over time, but make sure to use it effectively.
When you say to bring the client’s branding into the treatment, do you mean their overall visual language/aesthetic or their actual branding like their logo etc?
A:
Your treatment is all about having the client feel like you “get them.” You are what they’ve been looking for to bring their idea to life! Use every way you can to translate this; it is your opportunity to speak their language with their logo in the titles, and their colors styled aesthetically throughout.
How do we market to our personality strengths & EQ (emotional intelligence) vs. our actual craft? How to market the soft skills I have in conjunction with the artistry skills.
A:
Soft skills, as you call them, are how you build your marketing plan. These skills are what will get you in the door, invited back, and truthful feedback. How you shape selling your photography talents is by being yourself. Clients are humans who want to connect and know who you are. Clients may see the work of 50-100 photographers per day, so how do we stick in their minds? Show who you are in your marketing because that is half the story of what you are selling.
My question is as a portrait photographer working heavily in editorial, how would I go about getting into commercial photography? Meaning that portrait work is my specialty, specifically environment portraiture shooting “real people.” Leaving me wondering about shooting a commercial portfolio since most of my work is editorial.
A:
Commercial advertising often has an editorial edge, so you should stick with what you are strongest at and show it off to all the potential markets. You can also take your style/look/vibe and build on it, making yourself more available to clients who require conceptual production value with a stylist, models, and props but staying true to your editorial feel.
The two-pronged answer to this is to hire a rock solid design team who understands our well-categorized fast paced industry and then knowing how to show it off in all of our potential platforms with a dynamic in their face publicity. Remember, your website must comply with our industry norm of giving a 2-second quick read along with options for those who will have time to dig deeper and see more of what they are on the hunt for.
