Branding

Q:

When sending out promos consisting of documentary or environmental portraiture, how important is it to have subjects in the photos that are well-known celebrities or artists? Or does that even matter at all?

A:

Send out promos where your work matches the type of imagery your clients are looking for. That’s what will help you get noticed. 

You only need to show famous folks if you are going for the celebrity or entertainment industry. Stay true to your look/style and make that powerful theme which will stand out.

Q:

For photographers “just starting out,” what are some test shoots every photographer should have in their portfolio? Liquid? Automotive? Lifestyle?

A:

Photographers starting out should choose the area that really interests them. Do the tests that really intrigue you when you see others. One way to do that is to go through other photographer’s websites to check out all the different industry options.

As Director of Operations at SternRep, I spend a lot of my time looking through photographers’ images. 

Sometimes as I am examining someone’s body of work I find a magic spark somewhere in their portfolio. Something pops out at me. An image or series that is set apart from the rest. 

Something highly marketable, different, bold, unique, and really well done. But mixed in with lots of other stuff in their portfolio. 

Sometimes it’s actually about cleaning out your portfolio, of anything that does not have this magic spark. It’s about finding your spark and then expanding your portfolio based on what makes your work strong and different. It’s kind of like your own magical thread that you need to follow to be successful in the commercial market, explore more, grow, and expand.

But if the photographer can’t see or feel or want to follow it, there’s no forcing it…

Guest Post: Olivia Katz

Director of Operations, SternRep

To put it simply, shooting what you love can, with the right presentation, lead to assignments that you love. 

Guest Post: Wonderful Machine + Mellissa Pascale

Originally published on Wonderful Machine Member Blog

Never underestimate the power of self-assigned projects. Integrating work into your portfolio that’s conceptualized and executed by you is one terrific way to expand your photography business into new ventures.

Guest Post: Wonderful Machine + Mellissa Pascale

Originally published on Wonderful Machine Member Blog

Q:

I am always hearing you should only show the same style of work and focus on that. The thing is, I love shooting many different ways and with different moods. Is that a bad thing to showcase a wide variety of work?

A:

This depends mostly on whether you live in a small or large city. The larger the city you are in, the more you will really need to hone in on your look + specialty. You are more likely to be able to get away with shooting a lot of things in a smaller city where there are fewer photographers and there may be a need for someone who is more of a generalist. Overall, something cohesive should be in all of your images, as your portfolio is the core of your branding.

Q:

Wait…so on one hand we’re supposed to stick to shooting what we love rather than trying to chase trends, but on the other hand we have to keep reinventing ourselves?

A:

I know this is a tricky situation that all photographers face to stay fresh in our business. Reinventing means growth. That growth happens within your own style. Some ways to do this: diversify the look of the talent, add props, change up the location, etc. Expand to constantly push yourself while staying within the cohesive feeling of your portfolio.

Q:

Is it pointless to market yourself as a generalist? I shoot a lot of architecture, but also people and some products.

A:

Being a generalist and shooting a bit of everything is definitely a more difficult marketing path for any photographer. I find this can work in smaller locations or if the photographer has a lot of personal friendships with their clients.

If you want to be getting commercial advertising jobs show a commercial advertising portfolio.

When you have found your voice, you have context. Every time you do something, it now needs to be in line with your voice. 

When you are editing for your website, it needs to be in line with your voice. When you are selecting images for your email promo, it needs to be in line with your voice. Your voice will make you make sense to clients. When you make sense, you are remembered and when you are remembered… you get hired. 

Guest Post: Agency Access

The Photographer’s Survival Guide to Marketing