Wednesday Wisdoms

Have a genuine self sales chat (elevator pitch) ready to go for an awkward portfolio showing or a zoom meeting when you need something to share about yourself.

Be prepared with a few tidbits that won’t sound like “sales,”  but more like you sharing a story of an experience you had that shows how you like to work.

We know that you probably aren’t a salesperson if you’re listening to this and you’re more of a creative person, but you are a creative business. You need to have a sales pitch, or an elevator pitch. It needs to express who you are or how you dealt with something on a shoot that makes you more valuable to them. You need to know your client and who they work with and what kind of scenarios might come up for them. Have a few stories or scenarios to discuss because it shows that if something happens during a shoot, you would be able to handle it because of a past experience. Have these talking points ready to go so that when you’re in the moment you just have these keywords to remember if there’s an awkward moment of silence or you only have one minute to make an impression. How are you going to say what you need to say? What would you say to this person? What do you want from this person? Do you want to take them to lunch? Do you want to have a meeting? Do you want to talk to them about an idea you have? Have it ready to go.

Guest Post: Executive Producer, Robin Daily

“When we reach out to an artist to bid on a project, it’s the start of a relationship of sorts. We’ve been admiring their work and would like to initiate a conversation. 

The Creative Call is the “first date”.
The Treatment is the second one. 

The treatment tells us whether the artist heard us, but equally as important, how it resonates with them, now that they’ve heard our thoughts and vision for the project. It’s feedback to that “first date”. It should never be just a regurgitation of what we said. It should be how they would take our starting point and build on it.”

Treatments are important. It can get you the job. We just lost a job because we didn’t do a treatment. I asked the client why? The winning photographer was chosen because their treatment was so fabulous and it reconfirmed what they heard on the creative call. They need to know you’re as professional as you sound. Because you might sound professional on the phone but they need to know you are the person they heard on that call.

Have a genuine work-related story (elevator pitch) ready to go for an awkward portfolio showing or a zoom meeting when you need something to share about yourself. 

Be prepared with a few tidbits that won’t sound like “sales.” but more like you share a story of an experience you had that shows how you like to work.

I know you might not consider yourself a salesperson if you’re listening to this and you’re more of a creative person, but in the business of creativity, having sales pitches or elevator pitches is essential. You need to have a few ready that can clearly express who you are and how your experiences on a shoot make you valuable. Know your client—who they work with and what scenarios might come up for them. For example, if you recently traveled somewhere and it’s relevant to their needs, mention it. Have a few examples ready to show how you’ve handled situations during shoots based on past experiences. These small, personable details can be very impactful.

Be prepared with key points for any situation, especially if there’s an awkward silence or limited time. Think about what you would say to this person and what you want from them. Whether it’s arranging a lunch, scheduling a meeting, or discussing an idea you have, have your approach ready to go.

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 webinar next week will focus on marketing. One of the most powerful marketing tools is word of mouth. How do we create word of mouth? It’s one type of marketing that we don’t directly control, but it can be the most impactful.

Clients talk to each other to find out who’s the best because they want to be associated with the best. They’re interested in your location, skill set, and any unique aspects of your work. These are the buzzwords you need to get out there. Find ways to get in front of them, whether through networking events, portfolio reviews, or showcasing your unique equipment and skills.

Think about the questions clients might ask each other, such as, “Does anyone know a photographer in this area?” or “Who can shoot with this specific piece of equipment?” Get yourself out there in ways that highlight your unique attributes and skills.

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:

1. Design
2. Your name
3. Category
4. Keywords
5. Location
6. Unique specialized skill set

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.

Doing the RESEARCH on potential clients is the difference between allowing your career to be guided by the calls you receive vs. shaping your future by going out there to get the clients you want.

We are moving on with the new year and one of the biggest, most important things to do is research. It is difficult. It’s a way to educate ourselves on the clients we want to get to bring our careers to the next level. We must keep a good database and keep researching on LinkedIn. We have to know who to contact, who to engage with and who to stay in front of. It’s really simple, but difficult. Research and contact people on LinkedIn. It can’t be like a mass email kind of feeling from you. You have to use their name and add a note. It takes time, but it’s probably the most important thing to do if you want to advance your career.

MARKETING TIPS YOU MAY NOT BE DOING yet…

1. DM on IG Stories is the best way to start a true 2-way conversation.
2. Quick and easy ONE-SHEETS are like having a Leave Behind email promo for each client.
3. PROJECTS PAGE reassuring clients showing a series of images with the same look + feel.
4. Maintain your DATABASE with your dream list and those who already know our name. Cheers!
5. CLICKED LIST of your promos is that valuable feedback that is so hard to get.

Let’s get started here. 

BRING IT 2021!

What is your top list of clients you’d love to work with?

And we’re back! Sounds like a sporting event, but we’re getting our heads back in the game. Here we go—it’s a new year, and we’re shaking off the cobwebs from last year. This might not be very rational, but let’s make a list of clients we want to work with. Let your ideas flow without editing them as you go. This exercise is about imagining and seeing what comes out. You might learn something about yourself and the direction you want to take.

Give yourself time to identify these clients. Browse through websites of other photographers, explore, and use pen and paper—go old-fashioned. Really take the time to do this. The first step is to get clear and set our sights. New year, bring it on!