| Download PDF of this Article by Selina Maitreya In today’s highly competitive market, the successful, visual professional is the person who decides not to react to market trends. The pro chooses instead to act on a conscious plan designed exclusively for creative and financial growth, accepting the responsibility of creating his own destiny. Often I hear photographers bemoan their fate. Common complaints involve an overly crowded market, buyers that are next-to-impossible to reach, and budgets that don’t allow for creativity. A picture is painted of an impossible situation, where the person has little or no control over fate. This view is prevalent among visual pros who have a reactive point of view. They are the folks who only book portfolio showings with their clients when their studio is slow. They will immediately think of placing an ad in a promo book or initiate a mailer campaign when receivables are looking bleak. In short, marketing, advertising and related activities, start for the reactive seller when the client base thins out. If you find yourself identifying with the reactive point of view, I challenge you now to change your thinking. Creating Your Own Destiny Although there is little you can do to change the competition factor, financial needs of clients, or market trends, you are the only person in charge of directing your approach to the market. It is here that you have total control. Creating Your Own Destiny (CYOD) is a program designed to put the control back in your hands. It’s a way of thinking combined with a five-step approach to marketing. The five steps involved in the marketing aspect of the CYOD program are: 1) Pinpointing your financial and creative goals Ask yourself the following questions:
The answers to these questions will help you to start to pinpoint your financial and creative direction. Examine your answers. When you feel that you truly understand what you want creatively and financially, move on to the next step. 2) Identifying and defining your visual integrity. The conclusions you reached by answering g, h, and i will help you start the process. Consider the assignments you most enjoyed. What are the similarities and the differences? Whose work do you admire most? Why? What pieces of yours do you love the most? Why? In defining for yourself the qualities that make your eye unique, you will start to understand your visual integrity. Once you understand your financial and creative goals, and are able to define what it is you have to offer visually, you are ready to target a market that has the need for your talent. 3) Targeting and researching prospective clients. Most photographers know very little about a potential client’s needs. Attempting to sell your capabilities without knowing the needs of potential clients is usually a waste of time. Utilize telemarketing techniques, trade journals, reference books. Determine potential clients accounts and design style preferences before you call for a portfolio appointment. Knowing as much as you can about your potential clients is crucial. The information gleaned will help you target your audience. It can also be used when showing your portfolio. 4) Creating exciting distinctive portfolios.
Many photographers create "safe" portfolios: books that contain images that show technical or other specific skills, but contain little or no creative vision. Thinking that a generic portfolio is better, these folks are wasting a wonderful opportunity to educate potential clients to their way of seeing. Remember, CYOD is based around your goals, your eye, your talent. Why, then, create a portfolio that is not unique? In short, a distinctive portfolio is a book created to show the viewer your visual style while communicating your technical ability and the kind of work you are interested in. 5) Creating an effective advertising/marketing program. The purpose of portfolio presentations as part of CYOD is two-fold:
Most shooters know little about the contacts needs when showing their work. Feeling as if they are selling themselves, they are naturally uncomfortable. Make your visit purposeful. Do your homework, know as much as you can about your contact before the appointment. During the visit, talk with your contact (art director, designer, etc.) and most importantly, ask them to show you work that they have created. Talking with your client about the work they created will help you to better assess their viability as a client. It will also create an opportunity for the viewer to see you as a supplier who cares about their needs, not just another photographer looking to show a book. Decide during the visit if this is a viable contact. If so, let the contact know that you are interested. Ask when to return, suggesting an appropriate time frame. If you are presenting to consumer clients, ask if they have worked with a photographer before. View the previous work and discuss their feelings about it. Marketing Follow-Up Plan to keep in touch between visits. A thank you letter two weeks after the initial meeting and a visual reminder sent four weeks after the thank you will keep your name in front of your contact. A call to set up a second visit can follow your mailer. After the second visit, be prepared to pare down your list of contacts. Decide who you feel your hot prospects are. Create a "hot hit list" and devise a special ad program for these people. Continue to add new people to your initial hit list. In following this marketing/advertising program consistently, you will start to reap results. If you are inconsistent in your efforts, you are blocking your own success. Do consider yellow page advertisements, promo books and mailers. When planned for, these additional avenues can nicely balance out your overall program. Alone, or used sporadically, they will bring you little benefit. Remember that your total program should be created at the start of you fiscal year. Consider your market, financial resources, advertising options, and available time. Then, commit to a conscious plan that allows you to act, not react. We are in business to create our own options. One of the best parts of a freelance business is the freedom it allows. Set your goals. Use all available options, and get to work now. Go out there and start creating your own destiny. |
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