Marketing

The biggest misconception about “Marketing,” is that other people’s marketing needs to be your marketing. 

You will do even better if you find your own definition of “Marketing.”

I get asked a lot about marketing—what’s the right approach, whether I’m using the right marketing plan. My answer is that there’s no one-size-fits-all marketing plan. What works for others doesn’t have to work for you. I’ve worked with many photographers, and each one is unique with their own personality, which is what they should showcase. Don’t mimic others unless it truly feels right for you.

In my own marketing, I remember once going to an agency with a blended mocha from Coffee Bean. It was interesting how something so simple made a huge impact and opened doors for me. I’ve known that person since then, and that experience stood out to me because connecting in that way worked. I’m a connector by nature, and I’ve used that approach successfully for years. So, find your own style of marketing and figure out what works best for you.

Kerry Washington was recently interviewed on the Alec Baldwin Show and made a statement that resonated profoundly with me. In reference to learning how best to market herself she said, “I wanted to make sure that my own fears about being seen weren’t getting in the way of my opportunities as an artist.”  Essential advice for every photographer, or entrepreneur in general.

I’ve repped a lot of people in the past, and I’ve seen what can get in their way, whether it’s perfectionism or an inability to delegate. A lot of this is personal and something to work through with your therapist or friends. It’s important to be conscious of these issues so they don’t hinder your progress.

If you’re not comfortable with personal showings of your portfolio, don’t do it. Instead, focus on areas where you can confidently demonstrate professionalism that will get you hired. Understand your fears and don’t let them block your path. This requires a lot of self-awareness, which is a whole other topic. I’ve seen photographers not advance as far in their careers as they could have because they were unaware of what was holding them back.

Q:

Can you include buyers and reps in your email list or do you have to ask for their permission before sending out promos?

A:

It’s usually better to ask for forgiveness than permission. It depends on the type of work you shoot, but in the commercial advertising world we send out promos regularly to client’s business email addresses. My theory for marketing is to throw the pasta against the wall and see what sticks. Personally, I receive lots of promos and emails that I didn’t sign up for and I don’t mind at all.

Best sales method is to compliment people

(and mean it). 

This post is not just about compliments, but using the same method, the best sales method, to work through your conflicts in business. Be a really nice, kind person, talk it though and be honest. If you have a conflict with a client talk it over with them. Tell them your situation and how you landed there and what do they think. Bring them in on it. They’re not your adversary, you work with them and you’re a team player.

The quickest way to get your marketing email deleted is to show all the other cc’d names in your mass email. 

Emails are our basic way of communicating nowadays but mass email or any kind of spam will be deleted by the recipient. If you make it sound like your email was sent to a bunch of people and not to that person, we would bet 99% of people are going to delete it. Write to specific people. If you do have to do a mass email, make sure you blind copy them. Try to use their name and personalize as much as possible.

Q:

I love photographing kids, architecture, urban environments, and candid images… Is it a requirement to focus on a specific niche as a photographer?

A:

This does depend on what industry you are in, but for commercial photography, an advance prior to the start of the shoot is especially important if it is with a new client. I would not begin a shoot without an advance for 50% of the total or 75% of the expenses.

Q:

When cold emailing clients you’d like to work with, is it a good or bad idea to include an image or attachment of your work in the email? What are some things to avoid when cold emailing?

A:

Good or bad is not totally relevant in our world of marketing because to market your branding may be very different from what other photographers do. Try everything and see what sticks. Some companies block emails with images, most people do not open attachments for their safety, and others prefer just a link to click it. Try it all!

TOP 10 SECRETS

TO SUCCESS WITH @ASKSTERNREP

1. Create a cohesive body of work with a consistent look. Know who you are as a photographer. 

2. Know your niche + know your market. Who are your clients?

3. Market yourself. Consistently + tenaciously, and in a way that is aligned with your brand and goals. 

4. Know what you’re good at and delegate what you’d rather not to.

5. Ask for help. There’s no shame in needing help or asking for it.

6. Be a good business person. Manage your time with discipline based on your priorities.

7. TEST outside your box. Be hungry. Hustle. Stay fresh with the times.  Your portfolio should not just be the jobs you have shot , it should be the jobs you want to shoot.

8. Social Media. In this day and age, as a professional photographer, being on Instagram is a MUST. And know, it has become the new portfolio. Most of your images need to be professional, while a sprinkling of behind-the-scenes personal images can complement your brand. (But no drunken Taco Tuesday photos!)

9. Money. Know how  to negotiate or have a rep help you.

10. Enjoy it!

*Instagram*

POST CONSISTENTLY. Post consistently. Post consistently. Did I say post consistently yet?

Post consistently.

Q:

If agencies are “following” you, what, if anything, would you recommend doing?

A:

If agencies are following you on Instagram – be proactive and engage them. Follow that hot lead and make the most of it by engaging them on social media, contact them on LinkedIn, and get them on your promo list. Use them ‘following’ you as a way to get your foot in the door!!