Networking

Q:

Hi Andrea, great Insta feed. Your tips are really helping me. Am I free to ask you for some advice? I’m convinced my portfolio is good and I have a lot of experience (15y). But I’m not where I want to be. And I really have no clue how to approach new clients like magazines or advertising agencies. What do I write in my email pitch? What’s the key to get the clients I want? I know it’s not about the portfolio, so how do I convince them to do a shoot with me? Thanks 🙂

A:

The answer usually comes down to your portfolio of images. All the other parts of our business need to be in place, but it comes down to your portfolio being the right fit for what a client is looking to bring to their project. 

Research to know that you are contacting the appropriate people and have your “elevator pitch” ready to go with keywords they can search for when they are looking.

Write a quick and concise email as if you were receiving it. Don’t sound like a sales pitch; sound like a human connecting to another human, and then stay on their radar with your marketing plan. You wrote this question in a very thoughtful and sincere way, so stick to that and be yourself!

Q:

What if we don’t have enough clarity about where we stand now?

A:

It’s a constant challenge to get a barometer reading of where we stand, but it’s also one of the most critical ways to keep business moving in the right direction. So how do we do it when feedback is not readily available? Like many parts of our sporadic business, we need to be inventive and find ways to put ourselves out there. Yes, we have SEO analytics and email promo clicks to monitor, but there are also undiscovered ways unique to us to explore and invent as we go. The more we reach out, connect, stay plugged in wherever possible, and engage, the more we will get a sense of which open doors to follow.

Q:

What’s the best way for new photographers to grab attention at larger ad agencies?

A:

Being honest to clients that you are a new photographer offers two advantages – undiscovered talent and the goodwill of opening the door. What is new has value in our business as it is built on new ideas. The key to this working well is that you show hot, fresh, cutting-edge thinking they have not seen before. Your newness is an advantage you should be using while you can.

Q:

I did some spec work, shared it on Instagram, and tagged the company. They then messaged me and said that they loved the work and then sent me a link with their TOC, asking for full usage in perpetuity. This has happened 3x already. I don’t seem to be getting anywhere by saying, “I would love to chat about licensing and future work.” Any advice?

A:

When we DM a company on IG, we must be aware that we are dealing with social media employees responding with automatic scripted terms, not knowing about copyright ownership or usage rights. The real pursuit is to find the people at these companies who do know our business. It takes digging around to find the right contact, so it’s a time zapper, but worth it for the suitable companies for your images.

Q:

What are the best networking options these days?

A:

Photographers have to create their own networking as it’s on a more individual basis instead of group events. Directly contacting clients is much more acceptable than it used to be; it’s even more expected these days. Get yourself out there with all the social media platforms and zoom portfolio reviews. See what interests people, notice what they said on a webinar or their LinkedIn post, use all of this as a more human approach to doing one-on-one connective networking.

So simple sometimes. Wanna break the ice fast? Be really kind and nice and complimentary but mean it.

One thing I learned when I started being a rep, back in Seattle with thanks to Doug Landreth, is the importance of scheduling. Doug introduced me to Maria Piscopo, a consultant who focuses on scheduling. Her approach hit me hard, emphasizing the need to have a structured schedule to keep track of tasks. When I didn’t have a proper system, I struggled significantly. Time management became crucial for me, and it’s something I learned to value deeply. Consultants can be incredibly helpful, and there are many out there. If you ever need advice or recommendations, feel free to ask me, and I’ll point you in the right direction.

Q:

I am always a bit unsure about protocol when it comes to following clients on social media. A client I worked for just posts personal images but his profile is public. Is it invading his privacy to engage or would it be a good move to drop my name by liking pictures?

A:

In today’s world I think clients expect us to follow their IG. It actually amazes me how easy it is to communicate with clients who were hard to reach before. I see FB as the more personal one. Follow them on IG and engage, engage, engage!

Q:

How do you feel about print promos right now? With many people working outside the office, it seems unlikely they will actually see them now.

A:

Mailing printed promos would be a waste of your money right now since our clients are not in their offices. I use printed promos as leave-behinds at showings as well, since those aren’t happening I’d suggest not printing anything right now. Use your marketing budget on email promos and ways of engaging on Instagram.

Q:

I was living in Brooklyn when all of this hit. Now I’m considering leaving the city and going upstate or to the suburbs. Do you feel that would hurt my work opportunities? I’ve heard a few talks saying that life and business will slow. Would you find living in NYC proper to still be as important as it was before?

A:

It’s hard to know this answer for sure, but I am hearing the word “local” come up often nowadays. More local photographers will be used because of travel restrictions. A suburb of NYC is not far, and even if you go upstate, the main goal is for you to stay actively present with fresh work alongside a regular marketing presence.

Q:

If someone is claiming to want to showcase you as an artist & you feel you are not ready, what is the best professional response to decline without ruining your chances for a future showcase?

A:

If someone wants to showcase your work, go for it! You would not usually be asked if you’re not ready. Worse case scenario: It will be a learning opportunity. You will discover what works and what doesn’t, and can make adjustments in the future.