Wednesday Wisdoms

Clients don’t always have all the facts when we are bidding a job, leading us to under-bid certain areas. If more responsibility falls into your lap than expected, don’t hold back in stating your case to request more $. Clients know that some gray areas may result in an overage, but they need us to be the ones to ask for it.

Sometimes we bid on projects where we don’t have all the information yet, and the client may not have all the details either, leading to many assumptions. We should include “TBD” (to be determined) on those line items in our bid to protect ourselves. Even if we don’t include them, once the job is awarded and more responsibilities shift to us that were initially thought to be handled by the client, don’t hesitate to ask for additional funds. Address any new needs or changes directly with the client—don’t get frustrated. Often, they will understand because the situation was unknown at the time. Request more prep days, additional tech scout days if needed, extra post time, or anything else necessary. Remember, just because the bid is awarded doesn’t mean you have to absorb these changes without discussing them.

Admit it; you are SELLING a product. Approach the conversations with a potential client as a LISTENER, ready to open the pathway to let your true purpose be heard. Choose your words wisely instead of filling any space. Trust me; there won’t be much empty space.

Make an educated choice when choosing a producer to help you bid a job. Be aware that some charge a 10% production fee on the expenses and some don’t.  Some do waive that fee if you ask, so know that you do have options.

When you are bidding for a job you have to ask yourself if you need a producer and if so, which producer do you need? There’s a new element to our decision, it’s called a production fee. It used to be called a markup fee and then ad agencies did not want to pay that fee. Now it’s called a production fee. What we’re paying for is 10% of the production expenses that gets paid to the producer. They want to be covered for giving their employees health insurance and other expenses to keep their business going. It’s a new concept and some producers don’t charge it, but some do. Think about that and ask that question when you are choosing your producer.

What you need to deliver in the creative video call to get the job:

• Enthusiasm
• Unexpected Bonus Ideas
• Throw in a relevant comment or two to reinforce your specialty, which has you on their shortlist for this project

When asked to bid on a job you’ll probably have a creative call. This is more important than ever because it’s video. It used to be a phone call and it wasn’t as personable. They didn’t really get a sense of you as much. Now it really weighs in on their decision who they are going to choose for the job. You have to have your enthusiasm to show your excitement for this job because they’re handing it over to you. They want to know who you are going to be on their set. Once you get the creative deck which is the mood board and the shot list, think about technical ideas because that’s your place in this. What are you going to bring to the job? They want to hear from you. Why exactly did they choose you for this bid? Think about that one thing that separates you and is unique to you for this job. Fit it into the conversation and have a question in mind or a thought, something you’re going to say about a shot that you can relate to and you know that is why they brought you in on this.

Bring the client’s BRANDING into your bidding approach as much as possible. Do your research, ask the questions, as the ultimate purpose of receiving the job is to achieve your client’s branding goals.

When we’re in the process of getting a job, there’s a lot of times where we can focus on the branding for the client. We need to make sure a lot of what we are working around is their branding because that is what’s most important to them. Do your research to find out what their brand is. Check out their website. If they don’t make it clear what the feeling/color/ tone is then ask about it and make sure you mention it in your treatment. Because that’s what they want to hear. They want to know that you’re a part of it. You’re not just a part of this one shoot, you’re part of their long term vision.

The creative call is the time to give your technical examples of how you will be bringing this project to life. It may seem like the time to listen, but it’s really the time to talk. 

The creative call feels like you’re just getting their information so you can do the bid. That’s really not what’s happening. They want to hear from you. Make sure you give examples of what you’re going to do so they can achieve that look they’re going for. Be really specific. Give examples. It’s your time to step forward. That’s really what these calls are about. Be the one on the call giving the information vs just receiving.

Let’s break the mold of what we call “traditional marketing” to put ourselves out there in a way that is our own individual style of genuinely being ourselves. Put it out there and call it MARKETING.

I have a marketing homework assignment for you. I want you to find the thing that just feels right to you. You enjoy it and you put yourself out there in a way that is very unique to you and doesn’t even sound like marketing. It’s not directly correlated to bringing in money or new clients but you’re putting yourself out there just the way I’m doing with AskSternRep. It feels right. You need to find your way, maybe it’s joining a club, kind of like the apa thing. I want you to find the things that are really unique to you. Find new ways to put yourself out there and call it marketing.

How do we come back now to “normal” life after this wild lockdown experience even BETTER than before?

If anything, this paused time gives us the wake-up call of what needs a revamp, a boost, an upgrade. What can we do differently now?

I’m noticing what is working well for me, where I thrive; the other stuff is no longer adequate. Use your natural momentum and run with what DOES work for you!

I have a question for you: How can we come back stronger as everything gets started again and things are moving forward? How can we come back better and higher than before? What are some strategies we can use?

One thing I’m doing is staying active and visible. I’m putting myself out there through various channels—whether it’s Clubhouse, Instagram Live, Instagram Stories, Facebook groups, or webinars. Engaging in these activities gives me an energetic, positive feeling, and doing this video feels right and energizing. Find what makes you feel energetic and incorporate that into your routine.

Another strategy is talking to people. I find that checking in with others and brainstorming about the business can generate new ideas for both parties. This exchange of ideas can be really beneficial.

Additionally, put yourself in a position to objectively evaluate how others are performing. Compare your work to that of others who are active in the industry. You can ask producers or potential clients who they are working with, or consult reps. Look at Instagram Stories and see who’s working and why. Assess why others are succeeding and how they reach the level you aspire to.

Do your research and education to understand your industry better. Look at your work from a business perspective rather than a personal one.

So, what’s your answer? How will you come back stronger, higher, and better? Share your thoughts!

Are you in a slump?

Your definition of “work” may be what is actually in a slump.

Restricting ourselves to actions only associated with direct financial compensation will deplete the exact goal we are seeking and thus, make you feel you are in a slump. 

Listen to what you are experiencing, open the studio doors; work requires allowing the many parts of us to flourish and feed what makes us good at what we do. 

Slumps. Are you in a slump? We have this thought about work, that we have to make money and that is the purpose of it. This work energy that we can keep ourselves in and keep fulfilling and flourishing like supporting it. So we can then become better and successful in the financial way but we don’t always have to feed ourselves just by doing what we think is work. That’s why I do AskSternRep. Caleb Kuhl built a chicken coop, and an office and he has a youtube channel discussing technical aspects of photography. That kind of stuff feeds you and it is actually creating more of that work that you want. We just don’t always see it as working. Take time for yourself when you need it instead of thinking you’re in a slump and focusing on the negative part of all this.

Highlights on IG are that fast direct route for clients to know what they can hire you for. Make this easy for them to know what you do!

To make the most out of your instagram you must use highlights. You knew I was going to say that. These are your categories or your projects like on your website, because instagram is like your second website. You must use highlights. Make it quick and fast for clients who have 2 seconds to figure out who you are and what you do and to make you find-able if they’re looking for sports or like athleisure or still life for beverages, something like that. Make it really fast because you don’t want them to have to scroll down your whole feed. They could do that if they have time but if they don’t, highlights make it very quick for them to find you.