Monday Q+A

Q:

What are your thoughts on bidding on a big job for a client when your portfolio does not reflect the same exact category of work?

A:

It’s not black or white because I’ve had experiences where a photographer’s style and the client’s confidence in that style landed them the job. In that instance, it was Toby Pederson booking an Apple campaign that included people in the images, even though he had no people in his portfolio. Then there are instances when I can sense the photographer’s bid is in 3rd place because their work isn’t exactly reflective of the job’s requirements. I would advise you to get in the mix. Your work will be on their radar and use it as an opportunity to show what you can do.

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.

Q:

How would you advise a photographer about how to get more work?

A:

Focus specifically on the client/industry with which you most want to be working and shape your portfolio around that market. Start with one area and master it. Then you can expand and grow…

Q:

I’m finalizing my portfolio and wondering if I should have separate books for different categories, or one larger book with more variety? I mainly shoot portraits and fitness. There are many through lines to my work but also some vast differences.

A:

Ah, the million dollar question. The answer can change depending on what is timely, so keep that in mind. I know photographers who present their work on printed 8x10s inside a beautifully made box, as a way to stand out. The client can always see your website or social media feeds to get a fuller picture of your work. Create a package that feels like you and understand that the presentation might change in a year or two to reflect current trends. Keep it fresh and the bottom line is you want the client to see your style but at the same time, have your images speak louder than the actual portfolio.

Q:

How do you feel about using Instagram Stories as a marketing tool?

A:

Insta Stores are EVERYTHING. It’s a new way to market yourself that is available to everyone and completely free. According to research, on average 80% of users ‘Forward Tap’ through Instagram Stories rather than ‘Exit,’ proving how effective they can be.

Q:

I need advice on naming my business. Is it an important part of marketing? I’d prefer to use my one name and add the word Media, Photography, or Creative after it, but my name is common and there are some sub-par photographers with my name out there right now. Thoughts?

A:

Your name needs to sum you up quickly and succinctly. Media, Creative and Photography all have different business-related meanings so I would suggest you stick to your name, with the word “Photography” and make sure the website name is available too. I wouldn’t worry too much about the other photographers.

Q:

Should you create two instagram profiles? One for portraits and the other for products? Or combine both into one profile?

A:

If you have two separate businesses and websites this would make sense. But assuming you don’t, the best way to sell yourself is to have one strong cohesive style that is evident in everything you shoot. Two separate profiles will lower the quality of your work and create the appearance of two separate brands.

Q:

What are the best sourcebooks and websites for a photographer to spend their marketing dollars?

A:

Shooting tests is where you should spend your marketing budget, as that is the most direct path to getting jobs. Once your portfolio is where you want it to be, I would suggest the following US options in the commercial advertising world:

At-Edge, Found, Blvd, Wonderful Machine, Production Paradise, Workbook, Drip, LeBook, (new) Komyoon, Altpick, Lurzer Archive, PhotoServe, and Creative Hotlist.

Q:

I love how you’re providing answers and guidance to photographers like myself! Is it ok to add people to your mailing list without asking or should you only contact people who have given you their email address directly?

A:

People can always unsubscribe to your mailing list, so make sure there’s an option to do that. Just make sure the work is applicable to the people you’re including. I find Agency Access and Yodelist to be very helpful in matching your area of specialty with the right clients.

Q:

Should I try to get a rep so I can start bidding on bigger jobs, or do I need the bigger jobs before I find a rep?

A:

Typically, you need to be bidding on jobs and have existing relationships in order for a rep to do their job. A rep can use their own relationships to get your work in front of new eyes, but your portfolio is where your career lives and dies. If you’re not bidding on jobs yet, that means your portfolio isn’t ready. Work on your portfolio.