Portfolio

Q:

Do I need to consider where a brand/agency is located before pitching them? If they’re in another state I might not be able to meet in person and I’m concerned I could lose a job over it.

A:

Communication tends to be done electronically, via online portfolio review, conference calls, video chats, etc, rarely in person. If you think the budget won’t allow for travel, you can always offer to work as a “local” once you get to the budgeting stage. Focus on the jobs you really want… that your body of work supports.

Q:

How do you figure out your style? I am working towards making my work cohesive and really struggling with this…

A:

The answer to this question can make or break your career. Familiarize yourself with photographers doing the kind of work you want to be doing, and doing it on a high level. Study them. Understand the difference between a cohesive portfolio, with a clear through line and those who have many different styles. Identify your own visual instincts and apply them every time you shoot. Learn to become objective so you can be the best judge of your own work.

Q:

Do clients want to see printed portfolios when you meet in person? Most of the work we do now is used in the digital space, so would an iPad presentation be more effective?

A:

Today’s world is indeed an all digital space and that is why a printed book can stand out even more. It’s old school for sure, but it can demonstrate your style and allows people the luxury of taking in each photograph. It can also provoke more conversation than simply clicking through a series of images. I highly recommend printed portfolios right now.

As important as marketing is for all of us, it does not come close to the importance of having a superb portfolio. 

Portfolio, 

Portfolio, 

 Portfolio…

Marketing has many components, but the most important one is your portfolio. It can make or break whether you get the job. While treatments, creative calls, and everything else we do are important, they are supplemental to your portfolio. As I’ve said before, your portfolio is crucial.

I used to represent, and still handle, one of the most famous pet photographers in the world—Sharon Montrose. She hasn’t marketed herself in at least five years, yet I still receive calls for her. This demonstrates that while marketing is important, it’s your portfolio that truly makes a difference.

Q:

Is it a good idea to email my portfolio as a PDF attachment?

A:

Would YOU open a PDF from a stranger? Hopefully not.

A handy rule for promos and portfolios is to never put the date on them. It makes them unusable pretty quickly.

I like how I mentioned a ‘handy rule’ because so much of what we do needs to be utilized for a while, and you don’t always know the time limit. When it comes to your branding and marketing materials, it’s better not to include a date. In fact, avoid including any unnecessary information. If it’s optional, leave it out—don’t limit yourself.

Always have an overview with a grid of your smaller images on your website. Always. No one has time to click on every section to see your online portfolio. 

There’s so many things that are right and wrong about websites and one thing we know for sure, they have to be fast. That overview must be there because people don’t have time to click on all the different topics. They just want to quickly see who you are and if you’re right for the job. The overview also makes you look more professional. If someone has to click, and click and click on your website, they’re not going to do it. People will want to scroll the overview

“It’s so funny how almost every lifestyle portfolio these days includes some girls wearing cutoff jean shorts and running down an empty road with an American flag, someone on a motorcycle, a group of friends with sparklers, people on rocks jumping into a swimming hole, a couple in the backseat of a vintage car, etc. The cliches abound and I think stuff like that just makes everyone’s books look so dated. It’s bad lifestyle photography that doesn’t feel natural. 

I think most people get tired of looking at books that all feel the same so you need to see some freshness in their approach, whether it’s through casting, locations, props, graphic compositions, more controlled moments and less ‘run free wild lifestyle’…”

Guest Post: Anonymous Art Producer

Q:

Should a photographer edit and cull their Instagram page to make it look like a professional portfolio? If my Insta has some commercial work, behind-the-scenes shots, but also smartphone shots of my puppy, is that a huge turn-off?

A:

Instagram needs to be your 2nd portfolio. Just as your website has your ABOUT section, which brings a bit of personal info to it – same goes for Instagram. I’d suggest for instagram; 80% portfolio and 20% personal. 

ALTHOUGH, the personal should really still be images that are interesting to your clients. THey love seeing locations you are working in and learning/knowing any interesting info about you. They want to know who you are and what your hobbies are. They don’t really need to know what your pets look like.

Q:

Having a hard time with a long term direction! If I feel I am effective in multiple areas, is it worth promoting myself in those multiple areas, or should I just pick ONE?

A:

In my opinion, being an A-level photographer is based on your style, your look, your vibe. This solid branded look can work across different industries and clients. Even if you are getting work across a variety of fields, the key is to make sure your style is consistent throughout. When your portfolio looks like you could be different photographers, this dilutes your branding and may only work if you want to get jobs in a smaller city.