Monday Q+A

Q:

What do I do when clients use my photos for marketing before paying me?

A:

A norm I’ve experienced when our images go live before being paid for is one client’s department didn’t communicate with the other department or the client may not be aware of usage ownership rights. This must be spelled out and agreed upon before the job begins. Contracts usually state this, but clients may not be reading our contracts. Make sure the logistics timeline is also communicated verbally. Do your research, and don’t assume they will handle this appropriately.

Q:

When approaching a potential client directly for the first time, do you find it’s best to send one email to multiple contacts you may have or send individual emails separately to each person?

A:

Since we’re all overloaded with spam, make your outreach as personal as possible. Sound like you are speaking directly to them by using their name (spelled correctly) and mentioning anything you may have in common. 

Do your research on LinkedIn and social media to find some quick points of interest you can touch on. Those are the emails I bet you’d want to respond to yourself. 

Q:

Do the number of images we show differ between a website and social media?

A:

The quick answer is that we generally post more IG images because of the scrolling pattern compared to the amount of images we show on our websites. Since we can change websites more easily than our IG platform, we should continuously hone our website. Remember that our clients have a 2-3 second viewing span, which is how we should build our image placement; too many images will work against us and can become an editing challenge to have clients “walk” away with a strong sense of what we master. 

Q:

How do you get a rep to look at your email?

A:

Address it to the right person, keep it short, and link them to your website.

Q:

Are there any new ways to give clients gifts since they aren’t in the office the way they used to be?

A:

With so many clients no longer in their offices, I find the best gift is to bring back the personal human connection by taking them to dinner, coffee, even a phone call or whatever works. Essentially, you are bringing YOURSELF into your marketing plan with sincere long-lasting connections as a bonus to your “cold” mass promos, outreach, etc. 

Q:

Do you ever find photographers or directors on Instagram?

A:

I have definitely found image makers I want to rep on Instagram as that is the place to find them. Instagram isn’t the only way to show images; it is the platform to come alive on a more one-on-one basis and ENGAGE with more of a personal approach.

Q:

Out of curiosity: How many contacts do you have in your list?

A:

Commercial artists often have smaller contact lists on their promo/newsletter client lists than reps do. At SternRep, we can have anywhere between 4k and 10,000 names for any promo. I usually see about 200 – 600 names on artists’ client lists. (Tell us how many you have.) 

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 always black or white. 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.

On the other hand, there are instances when I can sense the photographer’s bid is in third 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’re capable of. 

Q:

What is this “YOUNG” business approach you have mentioned? Do you mean naive and accommodating, or do clients want younger people? How can we do that?

A:

A young attitude means seeing the business as it is now, rather than comparing it to how it was in the past. It’s about having excitement for new ideas and approaching both technical and marketing efforts with fresh creativity instead of letting changes in the industry weigh us down or keep us from evolving. 

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 look at your work and decide whether they believe they can find you work. Emailing a rep directly and sharing your website is still the most effective way to get a rep’s attention.