Wednesday Wisdoms

USAGE RENEWAL prices based on duration options are not split perfectly into divided values. 

Two reasons:

1. We prefer the client to choose the more expensive, longer-term option.

2. Images may be more powerful, holding higher value when seen for a shorter time.

I deal with a lot of client requests regarding usage licensing rights, and they often want to know the price difference between various durations. It’s important to understand that the cost for different durations isn’t simply a matter of dividing a longer period by the number of shorter periods within it. For example, the cost for one month isn’t just one-twelfth of the cost for a year.

The impact of using an image for a shorter period, such as one month, can sometimes be greater, so we need to raise the value for shorter periods of time. It doesn’t work to just evenly divide the cost over time, and clients might not realize this. They might expect the price for a shorter duration to fit into the longer duration’s price equally divided, but that’s not the case. It’s important to know this and price your services fairly.

Don’t take it personally means treating your business like a business. You are a corporate business owner and rather than taking it personally, take it all like a CEO would and ask yourself how you could’ve done it better. See where you can take responsibility and make improvements.

Facing A Fact: Our 3rd party email promos are not getting through due to the client’s email filters. 

Lessons to be learned:

-Even though this has been true for a while now, hearing it directly from a client makes it even more real. 

-We cannot rely on email promos as our single source of marketing.

-We can use the ‘clicked on’ info as even more valuable to see who is seeing our work. 

-Outdated promotion tactics have a place, but we have to stretch out and find less capacity ways to reach out.

I’ve been in denial about email promos actually landing in our clients’ inboxes. I received an email from a client, an art producer at a company, and this is what she said: “I think they’re more likely to open an email from me, as third parties have some tough email filters to get through and land in an inbox.” Of course, we all know this, but I haven’t really been facing the reality. I send out a lot of emails and spend money on them, but the promos might not be getting through as often as I thought.

I still think they’re worth doing, but they’re not landing as much as they should because of these companies’ email filters. One solution is to ask my contacts to send out the promos themselves. Another approach could be to use Instagram DMs or to engage with clients we’re already connected with on LinkedIn, perhaps posting or sending promos there. We need to find other ways to get our images seen by people who might not know us yet. I have to accept this and figure out alternative methods to reach our audience.

As a photographer’s career progresses they must continue to reinvent themselves. A photographer must explore and grow to show what they can bring to the job. This is a young-person’s career unless photographers of every age commit to staying hungry for fresh inspiration and new ways to communicate their vision.

As business owners, we must get our Marketing Plan in place to direct all the potential areas we should spend our time and budget on. Know all available options for crystal clear analysis of what is working, what to try, and what needs our attention. You are a business, so have a plan.

https://asksternrep.com/download-pdf-files-for-market-strategies/

We hear a lot about marketing budgets, and yes, they’re important, but even more crucial is having a marketing plan. That plan needs to adapt, shift, and constantly change with the times. The one constant truth about our business is that it’s always evolving, so we have to stay on top of that. I suggest checking in with your marketing efforts about four times a year or so.

Look at what you’re learning from your Google Analytics, SEO, and methods for getting email promos out there—it’s really challenging. Consider the effectiveness of sites like LinkedIn and Instagram, and whether you’re engaging and connecting with people. All of these aspects are part of your marketing plan.

Also, know what you are best at. Is it presenting to clients one-on-one in person, or is it sending them a printed portfolio? Whatever your strength is, master it, and then make sure to analyze and refine all the other parts of your marketing plan. Stay proactive and keep evolving your strategies.

Stay strong in your style. Don’t compromise your voice to be everything to everyone or you will get lost in the mix. It is your unique vision and execution which will set you apart from the pack and get you the job!

What is the trick to Marketing? Quick answer: Relationships. 

How to do this: Try everything, see what sticks, but only base some of your future marketing on what you learned in the past. I know this is tricky; we must try it all, keep experimenting, and DO NOT LIMIT OURSELVES only to what has worked in the past.

We all know how important marketing is in our business—it’s everything. Yet, there is no set plan for it; there is no absolute, definite “this must happen.” Of course, your website needs to be correct and up-to-date, but marketing as a whole has to be more experimental. I see it as throwing spaghetti against a wall and seeing what sticks. However, we can’t rely on just one approach over time; we have to continuously try new things.

Marketing is heavily based on relationships. I often get calls from clients I didn’t even know would remember my name, but we had a nice connection a year ago or even three years ago. When you get yourself on a list, clients remember you and want to stay in touch. The more we put ourselves out there, the better. We need to try everything, see what sticks, and not solely rely on what’s worked before. Do more of what works, but also explore every possible avenue to connect with clients.

When things are difficult, find a way through. Throwing your hands in the air or collapsing in frustration, these things do not move you forward. Pause, collect yourself and then take an action to move forward. 

Bidding on a job requires fact-checking client answers. Often they are slow to come in or don’t get responded to. What do we do? Try a new way – make your questions form a cohesive list to be answered by attention-getting dashes, bullet points, or (my fave) numbers.

You know when you’re bidding on a job and the contact at the agency or client isn’t responding to your questions? It seems like they’re missing something. I assume they’re rushed and don’t have time to go through a full email, or maybe there’s too much chatter instead of getting to the point. We need to make our emails extremely clear and concise. Don’t be afraid to keep asking the same questions until they get answered.

I know we don’t want to make the person uncomfortable or make the communication awkward, but you have to keep asking. Try doing it in a different style; perhaps they’ll understand better if we lay it out differently, using bullet points, dashes, or numbers—numbers are very helpful in an email. If that doesn’t work, consider trying a phone call; maybe they’re not into emails, and that’s why it’s not working. The important thing is to keep trying, even if it feels awkward.

This is YOUR business. Do you have insurance? Are you tracking expenses and income? Do you have a business license? You are not just an artist anymore, you are a business owner, so take control and handle all necessary details.