Killer Contradictions

[by Leslie Burns]
You can’t be a high-value (and thus higher priced) photographer if you are cheap and disrespectful to other creatives. Sadly, far too many photographers behave like this. Some squeeze a penny until Lincoln screams and their vendors cringe. They do this under the guise of being wise businesspeople, and while saving money is good, they end up looking low-end to their targets and nasty to other creative pros.

One big area where I see this is in their websites. Too many photographers do some form of DIY with their sites and it always, always shows. If you think you are the exception whose site looks and works great, you are not. Sorry to be harsh, but there it is. I see it every day. You are not a designer, and most certainly not a web designer, so stop fooling yourself.

The worst part about this is what it says about respecting other creative professionals. How can you tell your targets that what you do is of great value and that they can’t do it themselves when you are behaving towards other creative professionals (web  design pros) exactly like those who say to you “I shouldn’t have to pay so much for this– I can use a camera and this isn’t that hard”? You can’t. It’s rank hypocrisy.

I hear photographers complain about not owning their sites after they pay for them—this is the same as your targets complaining about not getting the copyright to the images for almost no money. Or photographers saying they shouldn’t have to pay more for design changes or hosting.

If you treat other creative professionals as valued partners, you will not only help their bottom lines, but your own. They are and/or know your targets! They can bring you business. And, in your marketing, you will also elevate your brand perception to everyone because you will be getting better design.

So please, stop being cheap and hypocritical. Instead, be open, treat others as you would like to be treated, and open your wallet in situations like this. A small investment in respect and money will pay for itself in no time.

Fake It

[by Leslie Burns]

One of the biggest problems many, many photographers face in their businesses is being and acting confident. Just today I was speaking with a client who said, essentially, that he’d rather have scalding coffee poured in his lap than have to talk about himself. That’s pretty typical.

Most photographers (and all creatives) are terribly insecure. And yet we see some who appear totally confident, if not downright proud and even egotistical! How do they do that?

For most, they are faking it.

At least at first. They’re scared someone is going to say “I don’t know how you’ve gotten this far!” or “Who do you think you are?!” or the like (we pretty much all fear that), but they just don’t show it. They act confident, regardless of how they really feel. That is the trick.

Just look up “fear” and “courage” on any of the quote sites. You’ll see that generals like Patton have said that everyone is afraid, including the most courageous. Your normal to be afraid. But you can appear confident and courageous on the outside.

When I speak to groups, people talk about how confident I am. Really, I’m scared out of my shoes, every time. But I chose early in my professional life, actively chose, to act like I was having a great time when speaking publicly and, guess what, now I have a great time. That fear has become like the thrill some people get from bungee jumping or riding roller coasters.

So, what I suggest is the well-worn advice of “fake it until you make it.” Imagine what a confident photographer would do in a similar situation and play the part of that photographer. Wear the clothes (costumes really help, so invest in some great outfits), practice things you might say when you’re alone, and next time you have a big meeting, or show your book, or whatever, fake it.

Afterwards, when your heart stops racing and you are alone, review what worked. Think about how you did it. Don’t focus on any mistakes, but instead celebrate the success. And the next time, it will be a little easier, and the next, and the next.

Follow the Lawyers

[by Leslie Burns-Dell'Acqua]

One of the biggest lessons I’ve learned in law school has been to look at both sides of every issue and to negotiate solutions–not as antagonists, but as two “sides” with a common goal. If lawyers can do this successfully, leaving the venom and aggression out of it, photographers and clients can.

Memories of Futures Past

[by Leslie Burns-Dell'Acqua]

This term in law school, I am taking Entertainment Law, which will involve exploring many of the issues photographers face. My very first reading for that class was a series of articles about what might happen in the near future in movies, TV, music, and book publishing. The articles were fascinating–a series of insiders’ thoughts and well-reasoned predictions. They were also mostly very wrong. And they were all written between 1999-2001.

In other words, I read the predictions of future past and, like so many predictions, the industry experts missed more than they hit.

So, when I was asked to think about the future of our industry and write about it for this blog, my readings gave me pause. I thought about it, and here’s what I think about the future: it’s going to happen no matter what any of us say about it and to try and predict it is, at best, guess-work.

With that in mind, here is what I guess may happen in the relatively near future:

1) Technology is still on a wickedly steep upward curve for change. There are going to be more and more inventions and many of them will cause effects in our industry and our clients’ industries. It will be difficult, but important, to keep up.

2) Publishing is not going to die, but it is folding into its chrysalis and what the butterfly will be is still too amorphous to know. Best guess: some format of e-mags will take over for most print mags; books will move more into the e-world, but still be in print for a long time. Look to how the Apple tablet works to see what the future really holds there–let’s see if it’s an iPod or a Newton (bonus guess: I say “iPod”).

3) Images will be more, not less, important in the new publishing and in the advertising  and even corporate worlds. However, more of those images will be in motion. Still photography won’t disappear, but it will become more art and less commerce over time. For now, exploring motion is a good idea to see if you will be able to express your vision (and your clients’) with that medium.

The one thing I can say with a high degree of certainty is that no matter what the future holds, your success depends on you continuing to develop your own unique vision and to get that out to your targets.

Feeling Overwhelmed?

[by Leslie Burns-Dell'Acqua]

Sometimes, when you feel completely overwhelmed and out of control, a day off is not only a good idea, it is absolutely necessary. The piles of things to be done will still be there, but you’ll be in a better place to deal with them.

Insurance?

[by Leslie Burns-Dell'Acqua]

When was the last time you updated your insurance? I mean sat down with your agent and looked to see what you really need, and planned for the future, too? Don’t keep putting it off.

Great Idea for Your Holiday Promo

[by Leslie Burns-Dell'Acqua]

As we head into the holidays, photographers are trying to think of holiday promos. I have the perfect solution: next year plan ahead and decide what to do in, say, July or August.

Sorry. I know that sounds harsh, but the reality is, if you haven’t planned out your promo by now, you are throwing something together and it will likely not be very successful. If you are lucky, you may get a little bump in web activity, but it is unlikely that you’ll get the payoff you could get from a well planned promo.

The pressure to think up something this late is an extra roadblock you just do not need. Also, if you do come up with a good idea, the short time frame for execution is another hurdle. So often, when you make last-minute promo plans, you will get so busy with work-work (not a bad thing in many ways, of course) that you won’t have the time to execute your promo plan correctly.

So, here is what I suggest: if you don’t have a promo ready to go, take the ideas you are getting now and write them in your calendar as a tickler to pop up in July of next year. Instead, make this holiday one where you just give and don’t try to make anything marketing-ish out of it. Contribute to your favorite (non-religious) charity and shoot your list an email letting them know that is what you are doing this year. Thank your clients for making such gifting possible.

In fact, you can make that your traditional promo for each year instead of spending on self-promotion. Not to toot my own horn, but this is what my company does every year. I  buy a big pile of toys (mostly games) and contribute them to Toys for Tots. Doing so helps those who would otherwise not have a very happy holiday season and, honestly, the response I get from my list is always incredibly positive. No one misses getting another holiday promo.

But doing a great holiday promo can be fun, your targets can love it, and it can help your business. So next year, plan on doing something fabulous. Maybe a motion photography holiday “card.” Maybe have a party for your local targets where you also can gather contributions for the local food bank. Maybe make great t-shirts or develop a holiday app. But if you don’t have plans yet this year, don’t panic, and help others instead.

No Time to Lose

[by Leslie Burns-Dell'Acqua]

A common complaint I hear from photographers is that they do not have the time to do everything. Welcome to modern life. We all are over-committed… but you can manage it if you do two things: use a schedule and say “no.”

The schedule is simply required. Find a calendar tool you like and use it. No excuses. Don’t over-think it– just find an app you like (and if you don’t know which that is, test drive one a week until you find it) and use it. You’re a grown-up and you know how this works. Successful people of all kinds schedule their lives and you need to as well. It stops sucking after a while, I promise.

Besides having “preached” this for years in business, I have put the whole scheduling and saying “no” thing to the test lately through experience. These days, I am a full-time law student as well as still running my consulting business. I have no “free” time. There is always more studying to do or another blog post or Manual to be written, etc. But that doesn’t mean I don’t get done what I need to, as well as do some things just for me (that’s important too). It does mean I have to schedule and to say “no” to some things I used to say “yes” to.

We all want to be liked, want to be helpful, and don’t want to do anything that may run the risk of not getting work. Lots of admirable traits there, but it’s unsustainable when you add up being a photographer, a small businessperson, and your personal/family role. You must start saying “no” to some things or you are going to burn out.

No, though appearing scary, is a liberator. The brother-in-law who wants your help with a project? No. The cheap client who wants you to do one for free? No. The extended family complaining that you don’t visit? No. The really demanding friend who is usually a downer and a drag and who shows up late for everything? No. At first it may feel a bit brutal, but really, after doing it a few times, with permission not to feel guilty, well, it’s almost fun.

Moreover, people are amazingly understanding and usually don’t care half as much as you think about whatever it is they are asking of you. If you say “no” they’ll get over it, and quickly, too. You don’t need to make excuses, either. Just say “No, I can’t help/do that/be there” and shut up.

Now, of course there are some things you cannot say “no” to. You’ve got to pay your taxes and do your marketing, for example. But by cutting out the crap you don’t have time for or don’t really want to do, you will have more time to do the necessary things and to schedule things you want to do. Make Tuesday afternoons into creative rejuvenation periods and go museums, etc., for example.

The biggest thing you can do, however, is to stop beating yourself up about not getting everything done. It is never done. As long as you are breathing, there is stuff to be done. You are in control, though, don’t forget. Choose to do what you want and need to, schedule those tasks, and do them as best you can. Things you don’t do you reschedule. For the things you do, pat yourself on the back.

Start Pounding the Pavement

[by Leslie Burns-Dell'Acqua]

Jump start your marketing by calling three targets every day for the next two weeks. Not the same three, of course. If local, try to get a meeting. If not, ask if you can send your book.

(you can keep doing this after two weeks, but commit to that time to start)

If you don’t have a book, don’t do this. Instead, your assignment is to draw up a plan to produce a great book. Several, in fact. Priority.

Remember, personal meetings are the most effective way of getting work. You have to have a real book to do that. And you have to make the calls.

Don’t Blog

[By Leslie Burns-Dell’Acqua]

Here’s the thing about blogs: I don’t think you should do one.

Don’t do one if it is a chore. Don’t do one if you have nothing of yourself to offer to others. Don’t do one if you wont update it. Don’t do one if it is nothing more than links to others. Don’t do one if you have anger management issues. Don’t do one if you don’t make work regularly for yourself (and others) that you are willing to share. Don’t do one only if you think you are supposed to (same for any social media tool).

But, if you have things you are willing to and want to share with the world and you are willing to commit to updating regularly, then a blog can be a great tool in your marketing belt.

A blog can be a great alternative creative outlet for photographers. It’s a great space to share experimental work, things you are just playing with or giving a try, but aren’t yet fully committed to adding to your services. You can put videos on it. You can write about your process or share funny stories about how you saved the shoot when everything that could go wrong did go wrong. You can talk about how grateful you are to do what you do. You can talk about how fun it was to work with a particular client. There is a lot of good you can do with a blog.

Keep in mind that while a blog is a more “open” space, where you can get away with showing less-than-perfect work, and while other people who blog, especially non-photographers, often post rants and political diatribes on their blogs, for your purposes you should keep your blog mostly positive. People are more attracted to humor, helpful information, and interesting creative work of all kinds. Giving is much better than asking when it comes to your blog (in fact, selling on your blog is a quick road to alienating readers). And you must keep it updated regularly–that is, you must commit to a schedule of updates of at least once a week.

Blogs are fantastic tools to humanize your business. There you can reveal more about who you are and what it is like to be a part of your world. Being open and honest is important (but be careful of “over-sharing,” there are boundaries) so that your readers can connect with you. Offer your inner creative self to the world and you can touch targets and build a tribe of followers. All of which is not only good for your business, it’s good for you as an artist.Do

Change Order Forms

[by Leslie Burns-Dell'Acqua]

Make sure you always have blank Change Orders in your kit and use them. A change to a project during the shoot absolutely requires new numbers, but some clients try to get more for nothing by changing the project while on-set. Make sure also that the person signing it has the authority to approve additional fees/expenses!

The One Thing

[by Leslie Burns-Dell'Acqua]

I love to ask this question of successful photographers: What one marketing thing has contributed the most to your success? I ask it because I know it is what other photographers want to know and expect me to ask, but I also know what the answer will be. Successful photographers always answer something to the effect of “everything” and usually it will settle down to that “everything” being a consistent & cohesive image of the photographer him/herself via multiple tools.

I recently asked Therese Gietler who works with her husband, Portland OR-based photographer Andy Batt, to answer this question. Andy has been featured in Communication Arts and has shot for clients like VW. Therese answered “Marketing is a strange beast. The ROI is so subtle and hard to miss. For us, it has rarely led directly to a job. It has been more circuitous.” This is accurate for most. It is the combination of all the different tools that somehow, almost magically, combine into a whole presence that reaches and touches your targets.

That being said, Therese did emphasize personal meetings in their toolbox. Andy has a great personality and it makes a big impact. Too many photographers underemphasize their appearance and personability as factors in their marketing, but if you can get a target to say (quoting Therese who was quoting a target speaking about Andy) “He was just here, he’s awesome, can’t wait to work with him…” well, you just can’t promo your way to that!  Everything they do in their marketing is reflective of Andy’s personality as a photographer, and then he puts the icing on the cake with his meetings by showing up in great clothes and with his open, up-beat personality. Targets like him and targets want to work with people they like.

David Zaitz is an LA-based photographer who has shot for clients like BP Solar and Esquire. He came into photography after having been a rep and his marketing approach is also about the whole package, personality, and consistency. He puts an important special emphasis on appearances beyond the images (although as he notes, the images are the first concern, always) when he answers my question: “Presentation, presentation, presentation:  I’ve always had a keen interest in graphic design and advertising so I’m innately aware of how things are presented as I believe that people (ESPECIALLY those in advertising) respond well to good, thoughtful presentation.” He also pointed out that like most photographers he has an interest in design, but he is not a designer and so he hires a designer to create all his materials.

David addresses what to do before you get those important meetings by making sure all his materials and especially his website are honestly reflective of who he is as a photographer, “I want to give art buyers and art directors an idea of what it’s like to work with me, even if they haven’t met me.” Being consistent and cohesive in all his materials strengthens that message, and he uses a lot of tools including direct mail, email, and web sourcebooks like workbook.com, altpick.com and at-edge.com. Finally, his choices for his portfolio clearly emphasize his vision as the core of all this, “My portfolio consists of primarily personal and self-promotion imagery in order to attract the kind of assignment work that I want to shoot, versus pandering to my audience by showing them what I think they want to see.”

So just what is the one thing you can rely on as being the most effective for your marketing? Being the best, most creative you you can be and putting that out to your targets consistently.

Still Only Still?

[By Leslie Burns-Dell'Acqua]

Do you shoot motion or have you already decided to define yourself only as a still photographer?

If you aren’t doing motion, why aren’t you? Self-defining as still only, without even trying on the new medium, seems like stifling your creativity. It’s a new world and the technological barriers are dropping. You can shoot video with an iPhone now, and the “real” equipment is totally accessible. And targets are eating it up when still photographers use it in their marketing, even if they aren’t hiring a ton of still photographers to shoot motion, yet.

Yet.*

This is your chance to play with the medium. It’s a new tool for you and that frees you up to experiment. There are no expectations on you. So make some art. Make lots of really, incredibly, painfully bad motion stuff and don’t worry about it. Remember some of the totally pretentious and/or self-absorbed, well, crap you made in art school? Sure, now you think back to some of those projects and groan, but remember how incredibly exciting it was to make that stuff? Find that place again. Laugh at yourself and get self-absorbed and pretentious a bit. Try it all on and see if you want to wear the new title: motion photographer.

That excitement you felt as an art student was your young creative soul trying to find its way out. You can do that again. You will find your visual voice somewhere in all that, if you open yourself up to it.

But the only way to get there is to do it. And just like any medium, you may play and work and curse and labor  and laugh and wonder and make some good stuff, and then realize it just isn’t the right tool for you. And that is fine.

But when you get the chance to explore a new medium that is a natural fit to what you are already doing in so many ways, it doesn’t make any sense not at least to give it a shot.

At the worst, you will learn how to make better “behind the scenes” vids to promote your business. At best, you will find that all this time you were really a motion photographer who was just waiting to come out.

______

*More and more are getting work in both media, however. I expect this will only increase in the near future.

It’s Quick Tip Week – Pick Up Your Camera

[By Leslie Burns-Dell'Acqua]

Go shoot for yourself. This is always the best thing you can do for your marketing — making your own images. Your work will define your vision and your vision is your marketing starting point.

Marketing Quick Tip from Leslie

Plan a trip to show your book in another city. This doesn’t have to cost a lot–for example, if you are in Cincinnati, drive to Columbus or Lexington for the day. When you call the targets, make sure they know you are coming from out of town because that will often open doors.

Does Your Website Wow?

Your website is your most important marketing tool. Are you investing in it (both in money and thought) to make it the best it can possibly be? Too often photographers try to cut corners and save money on their sites, but if you have to limit your budget, this is not the place to trim.

While simple and clean websites are preferred by buyers of all stripes (stock or assignment) that kind of design sensibility needs a gentle, experienced hand to get it right. Work with a designer. Well liked (by buyers!) web services like Livebooks actually design each site individually or you can work with your own designer, but this is not the place to DIY.

Make sure you don’t have opening animations or slideshows. Both irritate buyers. For the intro, you may have a brief load-page image or the like, but just to cover the load time, not to make some statement. Instead of a slideshow, make sure to have static previous/next buttons to that the user can park the cursor and click-click-click.

And about the images–remember you have almost no time to grab your target. Ask some friends how they navigate your site (or if you have good stats, check those) to see what images are seen first. Make sure those images are your best. You can’t bury the great work–people will click off before they get to it!

Speaking of images, are you visibly watermarking yours? Don’t. It doesn’t provide you with any real protection but it does run off buyers. They want to see the work in its entirety, not with some schmutz on it. Do, however, make sure you have all your metadata straight, including copyright information and contact info too.

Lastly, check your contact info–make sure it is accurate and that you include your phone number as well as an email address. No forms.

Paying attention to these points will help your website work harder for you. Of course, the most important thing is to make great work to show on the site. Keep shooting for yourself to make your best work!

Quick Tip Week Starts With a Party

Consider throwing a casual party for local clients. It’s a great way to connect and get to know each other.

5 Things You Can Do to Jump-start Your Creativity

1) Shoot film. Because you won’t get the instant feedback of digital, you’ll have to use bits of your brain that have probably been dormant for a while.

2) Go look at other art. Museums, galleries, wherever you can find art. Think about the process of these other artists and compare it with your own.

3) Meditate. Quieting your mind will help open it up to fresh ideas. Do this regularly for best effect.

4) Write. Journals, poetry, haiku, fiction, non-fiction, doesn’t matter. Words are often challenging for visual artists so doing this forces you to think differently. Try to describe your vision in words without sounding like a bad promo.

5) Do a group project. Get some of your creative buddies to all make something together or individually–using the same technique or object or theme–then get together and “show & tell.” Don’t restrict yourself to photos–try another medium!

These are just suggestions. The important thing is to keep reaching for creativity in your work. Sometimes the best way to do that is to challenge yourself by doing things you don’t normally do. Sometimes it’s to sit and let the ideas come. Try everything, and keep doing what works best for you.

Another Really Quick Tip From Leslie

Check your records to see if any licenses are about to expire. Contact those clients to see if they’d like to renew.

Marketing Quick Hit from Leslie

Call and email to try to get portfolio shows. Offer to bring food (lunch?) and make it an “event” not just a one-on-one.

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