Email

Q:

Is anyone talking about Covid cancellation language yet? I need help.

A:

At this point, the client cannot be held responsible for normal cancellation fees if it is COVID related. Protect yourself by adding this line in the Job Description on the top of your estimate, “Due to any cancellations for Covid-19, all previously incurred expenses and fees will be covered once this estimate has been officially approved.” Having this sentence on your signed estimate, your purchase order, or even in your email agreement with your client can help protect you.

Q:

Are email promos welcome? Must they mention the pandemic or be relevant to it?

A:

Email promos are welcome right now, maybe even more than ever because people are home at their computers. The images don’t have to be relevant but you may waste the release of an image now since it won’t be used soon. Show an image with the goal to draw clients to your website. To not mention the pandemic now would be insensitive and could even be hurtful. The definition of “too salesy” would be to ignore what your audience is experiencing. Good sale is to know your audience and see it through their eyes.

Q:

Do you ever find photographers or directors on Instagram?

A:

Word of mouth tends to be the way I find people. It’s still pretty hard to find a photographer through random searching although there are always exceptions, of course. My advice is to try to get clients’ attention in every way possible, including targeted ads on social media, snail mail and email promos, setting up meetings, etc. 

Guest Post: Creative/Art Director
Dave Gassman

You look like an amateur if you don’t have an official website email + a signature at the bottom with your website link on it.

Look, there are many photographers out there, and we’re competing with a large number of people contacting our clients. We need to reassure them that we are an established business. In the past, we used to rely on stationery with our business address and information. Now, photographers primarily use Instagram and their website. Therefore, your email signature should convey that you are real, professional, and reliable. It should demonstrate that you know what you’re doing and that clients will be in good hands with you.

Q:

What is the best way for a photographer seeking representation to get the attention of potential reps?

A:

I’ve been asked this question in many ways over the years but the simple answer is a rep will see your work and make a decision about whether or not they can find you work. Emailing a rep directly and showing your website is still the most effective way to get a rep’s attention.

Only have one question mark in your email if you need it to be answered quickly.

I’ve found that if I ask two questions in an email, typically only one will get answered. However, if I list out multiple questions, then each one tends to get answered. It seems to be a pattern, though it might be worth studying scientifically. For now, this is what I’ve observed: using bullet points or dashes to list out questions works better. Otherwise, if you include questions in a paragraph format, the second question often gets overlooked.

Q:

I’m constantly frustrated about not being able to get a reply to emails or phone calls after sending out high quality printed promos to agencies or directly to a client. I’ve even started to create personalized 30 second video follow-ups in an attempt to get my personality across. I simply want to figure out if they want to be kept on the mailing list or not. 

Should I go back to the mass mailing approach or continue to send the printed promos?

A:

I wouldn’t waste your time and money on sending high quality printed work unsolicited. People are usually too busy to respond and their initial review of unsolicited work is likely to be from a digital source. Their lack of response is normal. The only quick responses I receive are via LinkedIn. So give that a try.

If you want a “cold” email opened and read, don’t attach an image. 

The more we can look like humans instead of spam, the better. In my own marketing, I draw from my personal experience as a recipient of emails. If an email doesn’t address me by name, I delete it. If it includes images, it often feels like spam, so I delete it again—honestly, that brings me a bit of joy. It’s easy to go off on tangents with this, but what’s most important right now is that I’m finding a link works best instead of images in the email. Include a link—it makes it quick and easy, and people are more likely to click on it.

Q:

Is it a good idea to email my portfolio as a PDF attachment?

A:

Would YOU open a PDF from a stranger? Hopefully not.

Q:

I’m looking for a rep and I’ve received so many different opinions about how to go about this. Finding the right rep seems like a similar dynamic to dating. You have to put yourself out there and be mindful of not attracting the wrong type. Do I call? Do I text? Do I wait for them to call me? I thought I’d left this all behind in my 20’s! Help!

A:

Just like dating, there isn’t one simple answer to this question. I find personal referrals are the best introductions but if you don’t have that luxury then I suggest sending a short email with a link to your website. For me the work usually speaks for itself, so get your website in front of a rep who interests you. Hopefully you’ll get a shot at a second date with at least one of them. Good luck!