Portfolio

Q:

What is your process after you’ve on-boarded a new photographer? After discussing where the photographer wants to go and where their work would be a great fit, what is your strategy in regards to marketing? What is a rep’s game-plan?

A:

This is a big question and I could probably write pages! The overall marketing strategy for a photographer really depends on what stage they are at in their career. Some need to revise their website while others need to print a mailer promo. The game plan often begins by figuring out who their potential clients would be (based on the categories in their portfolio) and then emailing all potential clients a “hello” + a link to their work. We create specialized client lists based on what category we are targeting, and I also like to give the photographer a list of 10 “hot” clients to email directly every month. We structure their entire marketing plan which includes social media, portfolio meetings with clients, and upcoming tests.

Q:

I am always hearing you should only show the same style of work and focus on that. The thing is, I love shooting many different ways and with different moods. Is that a bad thing to showcase a wide variety of work?

A:

This depends mostly on whether you live in a small or large city. The larger the city you are in, the more you will really need to hone in on your look + specialty. You are more likely to be able to get away with shooting a lot of things in a smaller city where there are fewer photographers and there may be a need for someone who is more of a generalist. Overall, something cohesive should be in all of your images, as your portfolio is the core of your branding.

Q:

How do you know when your book is strong enough to start marketing to potential clients? I’ve heard you only get one shot and only one first impression.

A:

You get more than one shot because clients in larger cities changeover often. When a client sees potential in your book they will often want to witness where you take it and be the one to help launch your career. Your book is strong enough when you start bidding on jobs.

Q:

What’s the best advice you can give a photographer who is seeking representation?

A:

Best advice to find a rep is to email the reps that interest you. All we want to do is check out your website. If you know people in the business you can ask around and get the word out there that you are looking.

Q:

Wait…so on one hand we’re supposed to stick to shooting what we love rather than trying to chase trends, but on the other hand we have to keep reinventing ourselves?

A:

I know this is a tricky situation that all photographers face to stay fresh in our business. Reinventing means growth. That growth happens within your own style. Some ways to do this: diversify the look of the talent, add props, change up the location, etc. Expand to constantly push yourself while staying within the cohesive feeling of your portfolio.

If you want to be getting commercial advertising jobs show a commercial advertising portfolio.

Your voice is about consistency. Your voice is a promise that when you are hired, you will take an image much like the images on your site. This business is all about risk. You as the artist have to take all the risk. You have to put everything in your voice. You have to stand strong and scream, 

“THIS IS WHAT I DO!”

Yes, there will be clients out there that don’t really need your slant on their campaign, but when a client likes your voice… it’s a home run. 

Guest Post: Agency Access

The Photographer’s Survival Guide to Marketing

Q:

(Agency Access): Do you still need a print book?

A:

(Agency Access): The answer is YES,

When a client is seriously considering you for a job, they want to see your book. When your rep goes to visit a client, they need a book. When you go to portfolio reviews, you need a book. Some folks have moved on to iPads which is a good move if you do video. Clients still love to see your images in print and there are never technical difficulties with a print book. Make at least one big, beautiful, no plastic sleeve, full bleed, to die for book. It won’t disappoint. 

Guest Post: Agency Access

The Photographer’s Survival Guide to Marketing

Q:

What type of books do you recommend to photographers coming up in their careers that are both presentable and feasible?

A:

This is a very relevant question for this time in our business because websites and social media are the new portfolios.

Currently, it is very rare that someone would ask you to come in and show your book, unless you go out of your way and make that happen. It’s something extra you can do. If you are going to show a “book” a printed book is the best way to go.

Q:

What makes a good portfolio?

A:

Guest Post, Mara Serdans: A good portfolio is well-edited, focuses on your specialty, and clearly showcases your point-of-view. The images should be current and not look dated. 

Guest Post: Creative Consultant, Mara Serdans

www.MaraSerdans.com