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Great Business Tips

And They're Straight from the Client

By Ira Gostin

The following tips were compiled from a survey of several dozen art directors and photo editors over the course of several years.

1. Accessibility. Clients want to be able to reach you and receive a prompt response. Make sure that you return phone calls within a day. Clients understand your need to rely on voice mail or answering machines while you are on a shoot, at the same time they want to know you will be on top of your business and return their important call as soon as possible. One art director mentioned that just having a photographer's home phone number-and not using it-gave him some peace of mind while preparing for a big shoot.

2. Be professional. Business clients are used to dealing with professional business people and unless you are at the stage of your photographic career where your own personality, name and eclectic self are more important than business professionalism, be smart about how you conduct yourself. Professionalism does not necessarily mean wearing a tie but it does mean being business-like in the way you conduct yourself.

3. Fulfill the job requirements. Did you deliver the job when it was promised? Did you accomplish the goals that were clearly stated by your client? Make sure that your client is satisfied and feels that they were the center of the world while you were creating pictures for them.

4. Don't expect to be babied. Your clients have other things to do and they are paying you for your expertise. While you will be expected to call if things change or other situations arise, don't call the client every five minutes and ask them for help. They are paying you to solve those problems.

5. Stay within budget. Clients expect to receive invoices that show the same fee as the proposal. One way to alienate yourself very quickly from a job is to have cost overruns and present a "surprise" invoice to the client.

6. Price the job. Be consistent in the way that you charge for jobs. If you charge day-rates, they should be consistent. If you work on a usage system, make sure that the client understands how they are being charged. Again, eliminate the surprises. Make sure that both parties are comfortable with the contract.

7. The portfolio. The book must match the promos. The biggest complaint that I have heard from art directors is when they called for a portfolio, based on the promo materials received, and the book looks nothing like the promos! If the job is not what you do, or is over your head, be honest and tell them this is not what you do.

8. Know the client. Make sure that you understand the client. If it is an agency, know who they work for. If you are hitting corporate prospects, understand the "look" that they have, know what kind of image they have. A killer promo featuring auto shots sent to an agency that represents only food clients is a waste!

9. Be yourself. Let the client get to know a little about you, who you are, what makes you tick. We all like to work with people we find interesting.

10. Be Passionate. Be excited about what you do! Let your enthusiasm and passion for creating photographs show. People like to work with creative professionals that are excited about their work. And of course, have fun!

©Ira Gostin.
Ira Gostin is a leading advertising and corporate-industrial photographer in Reno, Nevada, who writes and lectures on marketing and business topics.

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