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Monday Q+A

Permission Before Sending Out Promos


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.

New Budgets, More Content


Q:

With social media on the rise and people wanting more content for a lower price, are the new budgets unrealistic?

A:

Clients want more content in general to fill their media pipelines, and they want it fast. Adapting to the need for speed in this new world order is essential. Crews tend to be leaner and meaner these days, so it’s important to be able to adapt your shooting style to the budgetary constraints. But be careful not to over-promise on what can be done with lower budgets. You may have to do without line items such as wardrobe, hair & make-up, additional assistants, etc. for the smaller budgets. But being willing to be flexible is key.

Usage and Small Businesses


Q:

Do you have some techniques for broaching the topic of usage when working with small businesses? I want to make sure they understand that they are purchasing limited rights, and that as they grow they will incur additional usage rights.

A:

Usage is often confusing, and some clients, outside the oversight of an agency, have little understanding of the concept. A few simple sentences will help clarify the usage they are paying for. One very important piece of advice is to put everything in writing from the beginning. Start with the estimate and make sure it’s clear in the contract once you’ve booked the job. Once it’s in writing, you’re protected. If you want me to review the contract, I’m happy to take a look.

Respectful to Client Budget


Q:

After putting together a realistic budget, how do you respond respectfully to a client who tells you that your budget is 10 times what they have to spend?

A:

The way to respond is to not take it personally. This is not about you and any value assigned to your talent. Keep it professional and don’t do anything to damage your reputation. If the budget is not feasible then politely explain that you wouldn’t feel comfortable promising them a level of quality that would be required for the job, and wish them well.

Quality vs Quantity


Q:

I was always taught that quality over quantity was best for showcasing work. It seems that the current trend is on quantity. What is more important to a client? Should I focus on producing a large amount of content or fewer, more powerful images?

A:

The question really depends on who your clients are. Most companies gravitate towards the Instagram look, but that shouldn’t mean you have to compromise on quality. Learn to adjust your style so you’re more nimble and able to shoot more by simplifying your shooting process. Content is key right now.

Showcasing Work on Your Website


Q:

What is the best way to showcase work on your website – showing all images from individual shoots in separate galleries, or just showing one of the best images from each shoot?

A:

I actually like a combination of the two – show one image from each shoot with the ability to clock on the image to see more of the gallery.

Where Do Buyers Go to Find Photographers?


Q:

Where do buyers go to find photographers? Google? Online directories? If so, other than social media, where do you suggest photographers advertise?

A:

This may be the hardest question to answer in our industry right now. I’d say all of the above. Try everything and see what works. My most sincere answer is that buyers often look at reps’ websites…so get a rep if you can. I also have heard feedback that art producers like Wonderful Machine, but then again, shop around, and also ask those who are already using those sites if they have been getting more work from them.

Agency Purchase Orders With Rights


Q:

How do you handle agency purchase orders with rights grab language?

A:

Purchase orders are our protection to get paid so make sure the usage rights match exactly what you have negotiated.

Organizing Your Client List


Q:

How do you organize your list of clients/contacts? Do you have a CRM or spreadsheet or use one of the list services? The lists get so big, I am wondering how you structure it to stay on top of who is who and what your history with them is?

A:

Organizing our lists is a time consuming, yet mega important part of our marketing business. I pay for Agency Access and Yodelist and then I keep my own list on Direct Mail.

Negotiating a Fee


Q:

When a client emails and gives you a fee straight away (without asking for your rate), how much room do you think there actually is for negotiating?

A:

When a client tells us their budget up front, most of the time they are telling the truth. If you are ready to potentially risk losing the job then you can test the waters and ask for more.