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Insta Stories: Marketing with a twist of becoming human. 

For the first time we have an opportunity for what I call wall-less and door-less marketing where we get seen. 

If you want a “cold” email opened and read, don’t attach an image. 

The more we can look like humans instead of spam, the better. In my own marketing, I draw from my personal experience as a recipient of emails. If an email doesn’t address me by name, I delete it. If it includes images, it often feels like spam, so I delete it again—honestly, that brings me a bit of joy. It’s easy to go off on tangents with this, but what’s most important right now is that I’m finding a link works best instead of images in the email. Include a link—it makes it quick and easy, and people are more likely to click on it.

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.

The biggest misconception about “Marketing,” is that other people’s marketing needs to be your marketing. 

You will do even better if you find your own definition of “Marketing.”

I get asked a lot about marketing—what’s the right approach, whether I’m using the right marketing plan. My answer is that there’s no one-size-fits-all marketing plan. What works for others doesn’t have to work for you. I’ve worked with many photographers, and each one is unique with their own personality, which is what they should showcase. Don’t mimic others unless it truly feels right for you.

In my own marketing, I remember once going to an agency with a blended mocha from Coffee Bean. It was interesting how something so simple made a huge impact and opened doors for me. I’ve known that person since then, and that experience stood out to me because connecting in that way worked. I’m a connector by nature, and I’ve used that approach successfully for years. So, find your own style of marketing and figure out what works best for you.

Kerry Washington was recently interviewed on the Alec Baldwin Show and made a statement that resonated profoundly with me. In reference to learning how best to market herself she said, “I wanted to make sure that my own fears about being seen weren’t getting in the way of my opportunities as an artist.”  Essential advice for every photographer, or entrepreneur in general.

I’ve repped a lot of people in the past, and I’ve seen what can get in their way, whether it’s perfectionism or an inability to delegate. A lot of this is personal and something to work through with your therapist or friends. It’s important to be conscious of these issues so they don’t hinder your progress.

If you’re not comfortable with personal showings of your portfolio, don’t do it. Instead, focus on areas where you can confidently demonstrate professionalism that will get you hired. Understand your fears and don’t let them block your path. This requires a lot of self-awareness, which is a whole other topic. I’ve seen photographers not advance as far in their careers as they could have because they were unaware of what was holding them back.

DO NOT send any promos to a client’s personal email, unless they have given you permission. Doing this crosses a professional boundary and could affect potential future work. 

If you’re emailing a client and they have a professional, official work email, do not use their personal email if you have access to that. Don’t do it. It’s rude and you could really piss someone off. Use the work email if you have one. It draws a line that we shouldn’t assume we can cross. Some people might not get angry about it, but a lot will, so be really careful about the personal and professional email. Keep it as professional as you can if that’s your purpose and relationship with them.

If you have started a blog or are posting work somewhere just don’t let too much time go by without updating it. That doesn’t look professional. 

Another important aspect of our business that I’ve mentioned often is the need to keep up with the times. Don’t let too much time pass without updating your work—it should always look fresh. When you’re considered for a job, clients want to know that they’re bringing someone who is current, motivated, and involved, and who will do a good job.

If your blog is outdated and not regularly updated, it reflects poorly on you. Similarly, if your Instagram hasn’t been updated in a while, it might signal that you’re not actively engaged, which could make clients hesitant to hire you. Be mindful of how you present yourself. The goal of starting a blog or using social media is to market yourself effectively, so use these tools to showcase the kind of photographer and professional you are.

Our business can sometimes feel like a game of chess. And as they say, you can’t win if you don’t play. So be in it to win it!

This came from something I’ve been noticing lately. When people, especially clients, ask for something—things we didn’t have to do in the past—it now seems like there’s a trend where we need to give more than what’s asked of us. Whether it’s in the bid, the treatment, or even on a creative call, we go beyond. We even pay people to get the resources we need, as if we’ve already got the job. Go beyond what’s required; it’s a game, and you’ve got to be in it to win it. I mean it. Find the resources you need, and give them not just what they want, but more than they even think they want. Show up with more than they could ever imagine.

*Instagram*

Post primarily professional content: Finished work, behind the scenes, videos of you at work, etc. Images should be… 70% professional at least – 30% personal. But instagram for photographers, really needs to be PRIMARILY professional content. It is a living, breathing portfolio and should be aligned with all of your other branding. 

It’s funny—I wrote this about six months ago, and it already feels a bit outdated. Our business changes so fast. Right now, Instagram should be your portfolio, plain and simple. It should look like your portfolio. Any personal stuff, behind-the-scenes content, and things like that should be in Instagram Stories. That’s what Stories are for, and that’s where that content belongs. Your Instagram posts need to be your portfolio.

I once heard a story—I mentioned this on The Futur podcast; you should check it out—where an art producer was in a meeting with her agency. While they were discussing which photographers to use or bid on, she discreetly checked Instagram under the table to look through portfolios and suggest photographers. Instagram is so convenient, and it has truly become the new portfolio. So, treat it that way.

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.