That “stewing” you’re talking about, is that only with current clients or is there room for new?
I’m so fixated on my “stewing” metaphor for what is happening right now so thank you for asking this. We have this wild opportunity to create solutions alongside our clients. The lid is open to build this brand-new outcome together, with new or current clients. All are welcome as this will take a lot of cooks to figure out how to proceed.
Are email promos welcome? Must they mention the pandemic or be relevant to it?
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.
If a rep’s roster is full, would they ever recommend a photographer to another rep that might be a good fit?
I highly doubt one rep would pass along the name of a good photographer to another rep. We are competitive beings and that goes against our grain. I can’t speak for other reps but I don’t see that happening. I usually get photographer recommendations through art producers at ad agencies.
Do you ever find photographers or directors on Instagram?
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
Is an advance to cover hard costs for production or do you pay the photographer 50% of the fee in advance of the shoot?
The amount of the advance depends on the policy of the client. Sometimes it’s 75% of the expenses or 50% of the total budget, but most often it is to cover the expenses of the shoot and not the photographer’s creative fee.
Do you suggest always requesting a 50% advance? If so, what’s the best way to ask for it?
Yes. Always put a request for the advance on your estimate, so you have it in writing that they’ve agreed to those terms once the estimate is approved. I use simple language such as “50% of total due prior to beginning of shoot.” If they ask for a different amount that is fine with me. I just need to be legally guaranteed my photographers will be paid. I’d be scared to work without that reassurance.
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?
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.
What is the best way for a photographer seeking representation to get the attention of potential reps?
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.
How would you advise a photographer about how to get more work?
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…
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.
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.
