The best type of marketing is “Word of Mouth.”
We want clients to refer us, but this isn’t easy to control.
What we can control is giving them something to say.
Put forward the ‘searched for’ specifics about yourself clearly and concisely.
Your particular skill set matched with what your clients are looking for is the golden ticket of marketing!
My sixth-grade art teacher Ms Johnson said, “if someone copies your idea, that means you had a really good idea.”
The same goes for treatments.
Don’t hold back because the only way your idea won’t be used by others is if you never get the job.
There is a lot of apprehension from putting your secret ideas into your treatments because you may think the client may steal it and use it with someone else. That’s really not how it works. A client is going to hire a photographer based on their treatment and of other things. You might inspire them. But even if you share your idea and then they use that idea on another shoot with another photographer, what are we going to do? We can’t stop them. You have to give all of yourself to the treatment: every idea you have, the locations, the whole production, the schedule, and how you would make it all happen. If you don’t share all of your ideas you’re not really showing who you are and you probably won’t get the job.
When a client handles production expenses and asks for your day-rate estimate, be careful as they often assume that will include other costs such as your crew, camera gear, and retouching. Spelling that out on your estimate is not enough. Before the job happens, ask how they are handling the specific production costs that pertain to you.
Something often happens with estimates, especially when it’s from client direct. They are handling the production expenses. They ask us for a bid or an estimate just for our fees but it’s often not just our fees. They think other things are inclusive with fees. When fees are really your usage and your time, your creative fee, your day rate. Even after you think they understand because you’ve made it very clear, do it again. Make sure before the job happens that they are crystal clear if more retouching is needed or if overtime happens it’s going to be this much. Ask them how they are handling the crew, how they want to handle your equipment. Stuff like that. Assume they don’t know because you have to protect yourself even if you think you already did in the estimate.
What are clients looking for to include us on their LIST? Our marketing materials are our golden 2-second opportunity to make that happen. They KEY POINTS to make this easy for them are:
Marketing. It’s that huge topic. How do we get on our clients list when they’re looking for a potential photographer? We want to get on there. We have to incorporate what they are going to be searching for.
The first one is design. Your design has to be really well put together. Use the design across the board; on your website, your instagram, your highlights, everything should have your look to it. That shows dependability, and professionalism.
Your logo has to be your name, we don’t have time anymore for you to have two separate things for people to remember. Have your logo be your name.
The category you shoot, whether it’s portrait, automotive or lifestyle. Make sure that you write it in your email promo so when they do that search for that category, you’re a part of the list.
Then there are the keywords to specifically describe you in your categories, whether it’s an editorial feel or color pop or warm family, genuine, authentic, anything that really describes you and your work, make sure you try to write it in there.
Location, that is a really important one, especially right now. People are going to want to hire locals.
Then your extras, things you could remember to share, your drone work, or your motion work, or the equipment you use. How many shots you can get per day. All the specific things that are unique to you. And yes it’s always about your style, but this checklist is how the clients can find and remember you.
MARKETING TIPS YOU MAY NOT BE DOING yet…
Let’s get started here.
BRING IT 2021!
What is your top list of clients you’d love to work with?
If this new year can be anything, it can be our way of getting back on our own track.
Before we get started back up again in our busy lives, we have to reset our direction in the way that we want it to go. We often get so caught up in the search and the hunt for jobs and we get busier and busier and we’re not thinking where we want to take this. It becomes where are the jobs taking us. We can’t let that business take our focus away.
Successful businesses are open to growth. So much of our business doesn’t change when we can’t see outside of our own routine.
Happy holidays!
Treatments are the opportunity to share a sampling of the Director you will be set in a very well designed, well written PDF.
Reiterate what you heard on the Creative Call through a mood board of images and topics explaining your lighting, color and tone, location samples, talent, wardrobe styles, post work, etc.
Make it yours, who you are as a director and how you envision this project with all the specific areas that create the look + feel you will be creating.
Treatments are such a big topic. They are what will help you get the job or lose the job. The client wants to know that you understand from the mood board and their creative call what is their concern. What are some potential problems that you can solve. Listen to what the potential issues are on their side and what the challenges are and what you can bring to the table. Let them know you’re going to deliver a smooth shoot and get them what they need.
Website Top Tips
