Wednesday Wisdoms

One benefit of having a rep bid on your job is this world of secret handshakes. It requires us to pick up on the right time to indirectly ask about pricing amounts + totals. I’m not sure why it goes down this way, but clients usually do not come out and tell us what needs to be changed to get the job. Reps get used to this negotiation system and can often find out information that is a bit hidden. I call it the “rep’s language.”

Having a rep on your side when bidding for a job can be incredibly helpful. I recently experienced this during a bidding situation on Zoom. Before speaking with the producer and photographer, they wanted to chat with me alone—almost like a secret language between us. They know that a rep will ask the right questions and uncover key details.

Clients often don’t feel comfortable directly saying, “We need you to be this much lower because we really want you to get the job,” especially in a triple-bid situation. The secrecy and indirect communication can be challenging. A rep understands this dynamic and can step in to ask the crucial questions, such as whether we need to adjust our bid by a specific amount.

Clients might not feel correct giving us all the information directly, but they are usually more open to a rep asking. It’s all about mastering this negotiation tactic—the “secret handshake” that a rep can expertly navigate. If you don’t have a rep, consider finding a temporary one. And if you do have one, make sure to appreciate their invaluable support.

You know when your business is not lining up and things are off track. Instead of throwing in the towel, look around for available support options. Reach out to those who can bring in a fresh new perspective, helping you see further beyond what you already know. 

When business gets tough—when you’re bidding on jobs but not winning them, writing treatments that aren’t hitting the mark, or facing slow times with few emails coming in—you might feel disconnected from your clients or uncertain about who your dream clients are. It’s time to shake things up. Keep your business active by reaching out and exploring new perspectives if you want to stay relevant and fresh.

Change things up by considering hiring a consultant; you can find listings on sites like AskSternRep.com. You might also look for a new mentor, do some research on websites, or explore new ways to improve. For example, consider hiring an intern or experimenting with new email promo strategies. Look at new design features and shake things up. Use the slower times as an opportunity to enhance your business and make it even better.

Requests for nondescript day rate fees from unknown clients can be tricky. We don’t want to waste our time, but of course, we don’t want to push away potential clients. 

My fast and easy way of handling this is to give them an immediate minimum to maximum price range, clarifying this is often our day rate range depending on shot count, usage, and types of shots. 

This rate spectrum allows them to continue the conversation if their budget is close to our prices. 

Day rate requests from unknown clients can be very tricky because we often lack crucial information about what they’re asking for. When they ask, “How much are you?” it can be challenging to provide a precise answer without knowing their needs.

Today, I responded by saying that the rate typically ranges from $5,000 to $12,000, but it really depends on factors like usage, the number of shots, and what we’re shooting. I made it clear that I’m available and invited them to let me know if they’re interested. This approach allows for further discussion without limiting the conversation. If their budget is, say, $4,000 or $4,500 and my photographer is interested in the project, we can still explore the possibility without being constrained by a fixed rate.

A Marketing Misconception is to think of self-promotion material as needing to be new unseen work. Not true. 

Self-promotion means utilizing your branded portfolio style to catch the attention of YOUR client market. 

Create different groupings of themed images that fit together with a new catchy phrase that will inspire clients to dive deeper into your existing portfolio.

A marketing misconception that could be hindering us is the idea that we can only showcase new, recently shot, unseen images. That’s not true. Self-promotion is about utilizing the branded style of our portfolio to catch the attention of our target market.

So, how do we present images we’ve already shown? Consider introducing a new theme, category, or reframing the existing group of images. Perhaps you present them in a more editorial, artistic, or personal context than before. For example, you could organize them by seasons like summer or fall/winter to show old images in a new way.

Find a way to reframe what you’re showcasing because the goal of our marketing is to encourage clients to dive deeply into our existing portfolio—whether on our website or Instagram feed. Utilize what we already have to get them to explore further.

Overage estimates get us paid for any financial changes after the job amount is officially approved via signature or purchase order. Be careful not to approximately declare an overage amount until officially sending in the overage estimate for approval. This overage estimate requires approval of its own PO or a revised original PO reflecting the revised costs. 

Protect yourself with an overage estimate. After bidding on a job and securing it, production begins, but the job might not have started yet. If the client makes changes, you need to provide an overage estimate.

Here’s a lesson I learned the hard way this morning: We made some changes, and I gave the client an immediate amount based on my initial thoughts. I should have waited to complete the full estimate process, as that’s when you consider additional details and costs. The client received approval from their ad agency based on the initial amount I provided, and I didn’t realize they would act on that before I finalized the estimate.

To avoid this situation, don’t provide a specific price immediately. Always present an overage estimate first to ensure you’re covered for any additional costs.

Getting back on track requires more than hopping back to where we were before. Fine-tuning the business tools*, making sure they are up to par, and matching the level of achievement we are setting our sights on. What we put into this is what we get out of it. 

*See our Marketing Strategy Planner on AskSternRep.com

Setting our goals and understanding our intentions are crucial. We need to determine where we want to go and ensure that the path we are on aligns with our current objectives. To get back on track and move forward, we need to evaluate the tools that will help us reach our goals.

Assess the following:

1. Website: Is it current and effective?
2. Branding Identity: Does the branding, including the logo, still represent who you are and who you want to be?
3. Social Media: How is your engagement on Instagram? What about LinkedIn?
4. Lists and Email Promos: Are your lists and email campaigns performing well?

Conduct a comprehensive review of what you’re putting out there. Identify what’s working, what’s not, and what needs attention. Determine where you can get the necessary help and whether you’re working with the right designer. Assess your budget for these tools and resources.

By evaluating these areas, you can lay out a clear plan to get your business to where you want it to be.

5 STEPS/WAYS TO IMPRESS A REP WITH YOUR WEBSITE

1. BRANDING/identity – reveal the quick lowdown of WHAT YOU DO as we land on your site.
2. DESIGN – placement and, size of images, overall spread cleanly mapped out with clear intention. 
3. SCROLLING – keep us active, getting busy as soon as we arrive so that we stay.
4. SEARCHABILITY – consolidate your options into clear groupings inviting us to click deeper into a fine-tuned search.
5. STATIC HEADER – reminding us who you are no matter where we go on your site.

Here are five steps to impress a rep with your website:

1. Branding: Clearly communicate your identity right away. Your website should quickly convey who you are and what you do.
2. Design: Use a top designer to ensure your site’s design is professional and well-executed. Pay attention to the placement and size of your images; it should be visually appealing and thoughtfully arranged.
3. Scrolling: Make scrolling easy. Avoid requiring us to click or navigate complicated menus to see more content. Ensure the overview is straightforward and fast to access.
4. Searchability: Make your site easy to search. Organize content into clear categories and groupings, allowing us to quickly find what we need and take action.
5. About Page: Provide a concise, engaging overview of who you are on your About page. Reps want to get to know you quickly and efficiently.

Overall, ensure your website is fast, easy to navigate, and professionally designed. Reps judge websites quickly, so make sure yours stands out.

Success as a Creative Business requires a simultaneous balance of our daily work mode coexisting with our recharged creative tank. It takes both of these parts of our business, yin and yang, working together to set ourselves up for true long-term satisfaction. 

Success in a creative business hinges on the fundamental balance between taking action and replenishing your creative energy. We’re in this for the long haul, not just for short-term gains. It’s essential to honor our creative needs by taking time to recharge.

Enjoy your breaks and use this time to fill up your creative tank. While you’ll return to work after the holidays, taking this time off is crucial for maintaining your long-term creative goals. Remember, replenishing your energy now is an investment in achieving the success you’re aiming for.

#1 mistake with email promos is thinking clients will take the extra step to see more. 

Our human tendency is to rush to delete emails. It almost brings us joy to delete. Don’t fall into this trap by wasting the top of your email with space or your logo. Immediately show the goods, making your point even if it’s deleted without a scroll to see more.

The number one mistake with email promos is assuming that clients will scroll past the big logo at the top. Instead, place the main content—the meat and potatoes—of your email promo right at the top.

The goal is to make your email fast, straightforward, and engaging. People tend to delete emails quickly to clear their inbox, so make sure your key message is visible immediately. Capture their attention right away to encourage them to scroll down and see more.

Photographers are the package deal of stills/video/motion. 

All are one and the same, treating each with equal importance as we raise our area of expertise to fulfill our client’s needs. 

Being a photographer no longer means just focusing on stills. You need to keep up with the times, which includes incorporating video and motion into your work. This means creating GIFs, cinemagraphs, and having a reel as a director, whether you shoot it yourself or have a team help you. Your reel is as crucial as your website portfolio.

Both your website and reel need to be showcased on your Instagram as well. Video should be a strong element of your Instagram presence. If you don’t take video and motion seriously, it could significantly impact your career. So, get on it and stay ahead.