Marketing

Q:

What do I do if I’ve developed a solid synergistic relationship with a potential dream client (who found me!) over numerous emails, worked out the nitty-gritty of a potential project they wanted a cost on, sent the estimate, then got ghosted? I’ve already followed up once (1 week after); now it’s another week, and after that, not a peep. So disappointing. 

A:

Business is business, and as much as clients become our close contacts, we have to remember the ultimate truth that this is their job. We work in an overworked industry where no one has much time. 

Step 1: Don’t take it personally. 

Step 2: Your contact means well, but they are busy. 

Step 3: Set a future date to send a kind, lightly humble follow-up email. Understanding they are busy while blaming your curiosity for checking in on what became of that project.

Step 4: Move on to what matters and how to bring your portfolio up a level so you don’t get passed up for jobs, because the real issue is not that they didn’t respond but that you probably didn’t get that job. 

Success as a photographer requires a long-term plan of constantly “growing with the flow.” Busy shoot days come and go, and so do market trends. Your business is not about this month; it’s about putting in the right attitude to stay fresh until you retire.

Don’t forget to invest in your career.

Q:

Do you structure your one-sheets as a single image, or a collection/collage of images themed around a single genre or style (portrait, Travel/hospitality, athletes, etc.)?

Are you also including text/copy? Like a mini treatment/capabilities guide?

A:

Emails/LinkedIn/etc. messages are rushed formats, so we’re doing our best to squeeze in a quick intro moment with a “one-sheet” of a single image with a link. The image makes or breaks it, but depending on your relatability capabilities, you can include small facts on the one-sheet based on the “sales pitch.”

How many image makers DON’T share who they are on IG Stories? Why oh why… when we have this fantastic, inexpensive tool to stay in front of clients, are we so apprehensive to be ourselves? Person-to-person sticks. Simple as that. 

Q:

When first contacting a potential client, should I say something like, “Here is some new work I’ve done?” Or, if you don’t have new work to show, is it too blunt to say you want to work together? Is there etiquette to follow up if you don’t hear from them? I don’t want to be that person who bombards them unsolicited over and over.

A:

I always say we should talk to people as we want to be talked to. When you sense someone is “selling” to you, don’t you want to delete, hang up, or walk away? Clients know you want to work with them; that’s a given. The more you sound like yourself, the more you can mention the fun location or an educational equipment reference, giving them something to remember you by. The real stuff never gets old. 

What do potential clients want to know from our “Marketing?” 

I was told:  “What we are capable of.”

Simple. It’s helpful to understand the client’s perspective on what they want to achieve from our well-thought-out marketing strategies.

Our outreach marketing efforts should target all potential clients, including advertising agencies, production companies, and direct clients/brands. Cover a mix of the best potential job stability by exploring various options, as they can offer different types of jobs with varying levels of consistency.

Q:

Where do creative directors, art buyers, etc., look for new talent? I would appreciate any advice I can get. 

A:

The business of photography depends on who sees our images; we have to find every potential method to put ourselves out there. Depending on the type of photographer you are, we have some really good options these days, like Komyoon, Workbook, At-Edge, Blvd, Behance, PhotoPolitic, LeBook, Production Paradise, Found, and Wonderful Machine. They all have a different vibe, go through them and see where you fit best. I suggest asking clients you want to work with where they look for new talent. After you give one of these a try, you can optimize your website for SEO and use Google Analytics to see where the traffic is coming from. It’s a timely process with no easy answer, but if you pay attention to your analytics, you can see what works for you. 

MARKETING TIPS YOU MAY NOT BE DOING yet…

1. DM on IG Stories is the best way to start a true 2-way conversation. 

2. Quick and easy ONE-SHEETS are like having a Leave Behind email promo for each client. 

3. PROJECTS PAGE reassuring clients, showing a series of images with the same look + feel. 

4. Maintain your DATABASE with your dream list and those who already know our name. Cheers!

5. CLICKED LIST of your promos is valuable feedback that is so hard to get.

Q:

 I know you have mentioned client contact list companies like Bikini and Agency Access, and I’m wondering if you still recommend these lists or any others? It seems our world is changing with AI and social media in ways that may render the info these lists provide obsolete. Do you still use them?

A:

This will be my first year trying not to use these companies, since AI seems to handle a lot of this info. Also, a lot of this info is changing faster than ever, which we can handle more quickly on our own. I’d say if you need large lists quickly, then these companies can still be helpful, but if we have time to sort through names/clients to specific places, we are doing that on our own right now. I’m curious about what others are doing these days, so please share your list-building process.