Wednesday Wisdoms

The change in our marketing these days is massive. In the past we had a clear route with less options. 

The #1 mandatory way in now is to stay fresh and join the Instagram party. 

This is no longer an option.

I’ve noticed lately that Instagram feed posts aren’t getting as many likes or views as they used to. We know it’s because of Instagram Stories, which have become more prominent. However, as a rep, if I’m researching a client, photographer, or anyone, and I see that they haven’t posted on their feed in a few weeks, I lose a bit of respect and don’t take them as seriously. It gives the impression that they’re not as engaged or haven’t made time for it. So, I still think it’s really important to post regularly on your feed.

In any business interaction, remember to follow up immediately so you are believed and taken seriously.

When I meet someone for the first time on the phone or in any other setting, I want to know that they will follow up quickly and express that the meeting was important to them and that it went well. Everything they said should be followed up on promptly—ideally, right away. This quick follow-up makes the interaction feel real. Even if we have a great meeting, we might wonder if it was as good as it seemed or if we should hire this person. How they follow up acts like a test. So, do it as soon as you can.

 Curate your relationships. 

Of course this is true for our personal lives, but also for our careers. 

Know where people are from and what they enjoy. 

Relate to people as our connections are the best public relations. 

Even if you have a rep, do this for yourself as your relationships are a part of your brand.

Right now, marketing is incredibly important to our business. It involves putting ourselves out there, bonding with others, and taking note of what’s important to them—their backgrounds and relatable topics. This approach helps us connect quickly and meaningfully. I’ve seen that today’s marketing is increasingly about personal connections, even including things like taking people to lunch. Then, when we bid on a job and start working with them, it feels more human. Marketing today is more about human connection than ever before.

 I once heard the very wise rep Rhoni Epstein of Photo Therapists say, “Build your brand on a T shape. Build a strong style and then expand once it is sturdy.”

Follow her advice.

www.phototherapists.com

I hear a lot about expansion from photographers who want to explore new areas. It’s natural to want variety and not do the same thing over and over. However, it’s important to stay strong with your core style—what you’re known for. I remember the concept of the ‘T-shape’: build a strong foundation with your primary style first, then you can expand. You need to have that core style balanced and structured before branching out. So, focus on solidifying your main style and then consider expanding from there.

 The Creative Call is one of those rare ‘make or break’ moments that will help you get or lose the job. When you hear a pause after the creative explains what they are looking for, jump in with a response of a visual description of how you will get what they are looking for.

I have a specific piece of advice for you, based on what I’ve noticed on creative calls. There’s often a pause when the art director is explaining the shot list and the concept. It’s crucial to wait for that pause and use it as your opportunity to reiterate your visual plan. Instead of just saying ‘That’s great’ or ‘Yeah, sure,’ use that pause to restate what they’ve outlined and explain how you will technically execute it. This helps clarify how you’re going to bring their vision to life.

Use a schedule to get it done. 

Book yourself for the day and time to check it off your list. 

If you don’t get it done, reassign it until you finish the task.  

One thing I learned when I started as a rep—it was in Seattle, thanks to Doug Landreth—was the importance of scheduling. I was an in-house rep, and Doug introduced me to Maria Piscopo, a consultant whose expertise is in scheduling. That really hit me hard; I realized that I needed a solid schedule to manage my tasks. Without one, I struggled to get things done. Time management became crucial for me, and it’s something I still rely on heavily.

Speaking of consultants, they can be incredibly helpful. There are a lot of them out there, and if you ever need advice or recommendations, feel free to ask—I’ll point you in the right direction.

On a workday with time to do what you want, go with the tasks that you are in the mood for. 

I write in the mornings because that is when words flow for me. 

Follow your mood and go with it to get the best results.

Instagram! Get your work out there in the world. More and more often producers are being tasked with finding undiscovered talent. You’ll see that some of the biggest brands are shooting campaigns with photographers that were discovered via Instagram, many of whom have never shot an ad campaign. 

Guest Post: Executive Producer, Rebecca O’Neill

This tells me so much about our market right now. It’s fresh and raw. We have to stay young thinking. Don’t think like an experienced photographer, think young, new thoughts and new ways. That’s what clients want right now. They want what’s hot, what’s new, what’s next. You don’t have to have a big client list to get jobs. That’s a great opportunity. Once again it’s Instagram.

Insta Stories: Marketing with a twist of becoming human. 

For the first time we have an opportunity for what I call wall-less and door-less marketing where we get seen. 

If you want a “cold” email opened and read, don’t attach an image. 

The more we can look like humans instead of spam, the better. In my own marketing, I draw from my personal experience as a recipient of emails. If an email doesn’t address me by name, I delete it. If it includes images, it often feels like spam, so I delete it again—honestly, that brings me a bit of joy. It’s easy to go off on tangents with this, but what’s most important right now is that I’m finding a link works best instead of images in the email. Include a link—it makes it quick and easy, and people are more likely to click on it.