Wednesday Wisdoms

When we hear licensing terms like “copyright” and buyout,” they don’t always know what they are saying. I usually assume they don’t mean it unless they are large companies who are known to require ownership of a usage.

Recently we were emailed by someone who said they wanted to buy the copyright. We knew this was client direct because ad agencies know usage terms. Nowadays we’re getting requests from clients directly and production companies don’t really know what usage is. We spoke on the phone and after some explanation about usage we discovered what they needed it for. It turned out they needed it for social media, which is way different. It takes asking people directly on the phone, what they really need it for, so you don’t have to charge that much or get so intimidated by it to find out what they want to use it for.

How do we reach clients?
LinkedIn is my #1 answer.

The only way I tend to get the answers like email address + IG handle is to ask in several personalized follow-up notes instead of asking all in one message. It takes patience and follow through but hey, that’s called “marketing.”

One of our biggest challenges is figuring out who our clients are and how to reach them. The best way we have found is LinkedIn. Never ask for contact information without a note. Make it a quick note, introduce your name and who you are in two quick sentences. Ask for their email by asking if you can send your promo along with a link to your website. From there you can create a list of emails. We will also add these emails to our Agency Access list. It takes a lot of time and patience to create these lists. It’s very repetitive and it takes a lot of work.

Once you master your branding style, grow from within that special sauce to give clients what they will not get with others.

Hone In + Grow Out

Two things we’ve noticed:

1. Photographers are not getting jobs if they’re too general or not specific enough in their brand. Right now there are more photographers available and less jobs. You have to master something. Think about your competition, someone has really dedicated their portfolio to whatever this job is about. Your brand has to be very strong, you have to know it. It may not be something you can describe, maybe it’s more something you can feel. That’s your look.
2. Photographers need to expand and grow and move forward. They have to have things like gifs, stop motions and cinemagraphs. We have to be upping the game right now. If you’re too general or if you’re not expanding enough. If you need to expand more you take that look that you know if your style and from there you cohesively expand it.

It’s a heavy time right now, so keeping our own focus where we invest back into ourselves may be the way to keep that glass half full.

On Monday’s Q&A I asked you to share your “career reset” for Labor Day 2020, so here is mine. 

SternRep has been doing well and I enjoy the crap out of it, but maybe there is more? Asking myself the questions that my pre-Covid routines didn’t leave much time to ask:

• What did I think was impossible to reach out for before (support with other reps)?
• What will challenge me a bit more and even make me nervous out of my comfort zone (hosting a webinar)?
• What have I forgotten about that makes me tick (time for myself at the ocean)?

Keep your business moving forward as clients are looking at us to set the trends. Stay hot, fresh, and relevant – here is a helpful tool to get your ideas out of your mind to make sense of the plan you need to put into action ASAP. 

Your topic can be “GROWING FORWARD,” write it on a piece of paper, circle it in the middle of a page, and set it free!

www.mindmapping.com

We are trying to adjust to a time we don’t yet know how to handle, which means we have to make decisions and plans. Yet, we are probably all dealing with many thoughts in our heads without much clarity, making it hard to decipher which ones to follow and how to proceed. One useful method is mind mapping. It’s how I became a rep. I started with a central circle labeled “ideal job” and branched out into various aspects of what that job would entail—what it looks like, what I’m wearing, where I am, whether I’m at home or in an office, the time of day I’m working, how much I’m making, and the skills I’m using, which in my case are sales.

Mind mapping helped me clarify my path. I even brought my mind map to a photographer, and he identified me as a rep, a term I wasn’t familiar with at the time. Recently, I did another mind map titled “What I Want from Photographers.” It’s a way to get all your thoughts out by starting with a central question and creating a plan by stepping back and analyzing what you want and how to achieve it. It’s like a vision board for your mind, helping you figure out your direction and strategy.

To get the most out of your online/zoom portfolio reviews, be ready with your purpose. What do you want to get out of it? Have your points of interest and questions ready to keep the topic flowing in the direction that fulfills your goal. 

“You fly to Blockbuster, try and sell the business, and they laugh at you.”

-Marc Randolph, Netflix founder

This quote really speaks to me about the transition from what the world was to what it has become. Netflix represents the content of today, and our entire industry is shifting towards content creation. To keep up, we can’t be stuck in our old ways of thinking. We need to move forward and not just rely on logical predictions of what will happen. Decisions should be based on our intuition about where the world is headed. We must stay one step ahead of change to ensure the success of our careers.

It was poetry to my rep ears when I heard the words this client responded with on my photographer’s creative call – 

“I hear the emotion you want to bring to this, and I hear your energy for this concept.” 

Finally, the words that embody exactly what we need to achieve on these calls.

Creative calls have been a hot topic for everyone wanting to know what makes a good creative call. I’ve never been able to nail down the words as well as I did the other day on a call when I heard a creative discuss the energy and emotion they bring. In our business, as photographers, you need to bring the same passion that got you into this career to these calls. Be yourself, and convey the energy you will bring. Show them the concept and make it come to life. As Neff said, “That baby will be brought to life by you because you get it.” There’s only one way to demonstrate that understanding: through how you present yourself on the call. Words alone won’t do it—it’s about how you sound and how you convey your vision. Prepare for the call by finding the right words and expressing your understanding clearly. Show them what it will look like and how you will bring it to life.

I heard this years ago and it is more true than ever – have a picture of yourself on your website!