Monday Q+A

Q:

You mentioned the idea of a “Penalty Fee,” and I’ve never priced this before. I price usage fees, so how does that change for a penalty fee when a client has used my images without paying for them?

A:

Fees in our industry are in constant flux, and there is no one standard across the board. I get creative, and as I am not sure this is the same standard for other reps, a “Penalty Fee” has worked well for me. Clients don’t want to use our images illegally; I find they are unaware of this and want to fix the problem. I price this as a one-charge double rate of the original fee. 

Q:

How do I put together a treatment that really stands out from the other photographers bidding on a job?

A:

Treatments can get you the job. A well-designed and well-written piece is most important. Use a designer and a writer unless you are really good at both of those.

Treatments are very common now, and even if they don’t request one, I recommend sending one in. The treatment should show the type of profession you are and what you’d bring to the job. Explain the technical aspects of how you’d shoot, then cover the important elements of the shoot like locations, talent, wardrobe, lighting, etc. 

Q:

Email promos are barely working, and I hate to give them up because I don’t know what else will work better. Please advise. 

A:

Email promos may not match the exact success open rate you are going for, but we should continue sending them. We may get fewer clicks/hits/views on everything we do, but it’s still much more of a numbers game success than walking around with a portfolio in hand (which is also important to do). The marketing puzzle of what works to be seen is broad, so many potential parts require us to do them all.

Q:

What is your process after you’ve on-boarded a new photographer? After discussing where the photographer wants to go and where their work would be a great fit, what is your strategy in regards to marketing? What is a rep’s game plan?

A:

“Marketing Outreach” is a big topic; I could write a few pages! The overall strategy depends on what stage they are at in their career. Here is a started checklist:

• Website portfolio revision and clean-up stage
• Dream client list creation
• Testing needed for long-term roadmap clarity
• Spruce up and revamp all portfolio and listing sites like Behance, LinkedIn, IG, etc.
• Get the word out (big topic)
• Create the schedule for who does what and when

Q:

As a part-time photographer, I’m wondering how I should go about potentially getting an agent. Should I even attempt to go through the process? Do agents consider part-time photographers seriously? I’m hoping to get more lifestyle/event/sports photography jobs in the future.

A:

Reps will require full-time photographers, but we will help to make you full-time if we see a promising portfolio style/look/vibe that matches what clients are looking for. It’s usually back to the same thing – your portfolio. That is the bottom line truth of what makes or breaks everything we are going for.

Q:

How do you know when your book is strong enough to start marketing to potential clients? I’ve heard you only get one shot and only one first impression. 

A:

You get more than one shot because clients in larger cities change over often. When a client sees potential in your book, they will often want to see where you take it and be the one to help launch your career. Your book is strong enough when you start bidding on jobs.

Q:

The hardest part of this business is dealing with clients ghosting you after engaging in several emails.

How do you get clients to give a quick update???

A:

“GHOSTING” is the new norm due to overworked, busy clients. Potential ways of getting responses include a clean-up of how we communicate:

1. Our note needs to be short, concise, clear, and fast.

2. End ours with the question instead of asking it in the beginning.

3. Assume it’s not good news and would be time-consuming for them to form their words, so you can ask in a way that allows them to say “yes” or “no.”

4. Listen to the ghosting as a business cue to take stock of why the client doesn’t need you right now.

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, and that growth happens within your own style. Some ways to do this include diversifying the look of the talent, adding props, changing up the location, etc. Expand to constantly push yourself while staying within the cohesive feeling of your portfolio. 

Q:

I’ve had a couple of commercial jobs go to “another photographer” recently with the further suggestion that they would like to work with me in the future. I’m curious if it’s common practice to inquire as to how the client made their decision. Something like,  “I would love more information in your decision-making process to better shape my offering.” Is there a good way to do this, or do I thank them for the opportunity and that I would also love to work with them later?

A:

We all want honest client feedback, but the truth is, it’s almost impossible to get. I tend to get the real story when I know them personally, and it’s a one-on-one discussion instead of an email. You can ask, but unfortunately, I see it as a more general nicety that will not be taken seriously on their end. The best way I know to handle this is to find out who did get the job. You then look at their site to make a comparison. See what they focus on, their overall streamlined style, and what we can learn from this comparison.

Q:

If I think I would be a good fit for a certain client, what is the best way to approach them? Should I approach them directly or through their agency? If I should contact the agency, how can I best reach the right person there? Many companies have different agencies for various products or platforms. 

A:

Yes, approach the client directly and also get in touch with their agency. Try as many ways as you can think of. Be creative and innovative; find ways to get their attention. To find the right person, ask around. I highly recommend LinkedIn, as people tend to respond to it. Go get ‘em!