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Guerrilla Not Gorilla! (Marketer)

By Ira Gostin © 2003 www.gostin.com

1. Marketing materials should be ready to send within minutes of receipt of an inquiry. You should have a system ready to respond to the prospective client as well as to send a thank-you to the individual who referred the prospect.
   
   
2. Who you are and what you do should be as easy to recite as your address. For example: "Hi, I am Bob Imagemaker and I create exquisite executive portraits for business." You should be polished, yet sincere.
   
   
3. Contact clients and prospective clients at least once a quarter with a newsletter, a hand-written note, or any unique way to let them know you haven't forgotten them.
   
   
4. Ask for referrals to other colleagues at the end of every job. Don't forget to ask if they have any upcoming photography projects.
   
   
5. Always, always, always remember to thank the client in some form for their business. Be unique, interesting, fun, wild!
   
   
6. Have a few different places to meet a client or a prospect, if you do not have suitable space in your office or studio. Research these in advance, so you aren't scrambling to slap an appointment together.
   
   
7. Have your up-to-date calendar or PDA with you every time you talk to a client or prospective client. You never want to put them on hold while you check your schedule.
   
   
8. Have five stories on ways that you contributed to the success of a project for clients in the recent months.
   
   
9. Have the names of five top clients as well as recent projects you have worked on for those clients. This may seem obvious, but it is amazing how many times I can't remember any of my clients off the top of my head!
   
   
10. Is your logo consistent? Is it on all of your marketing materials? Is it easy to remember? Is your phone number clearly set aside and readable? These are important and obvious, but often forgotten.
    
    

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