Archive for Marketing

It’s Not a Blast

Posted: August 8th, 2014

[by Kat Dalager] Shotgun approaches to finding potential clients are less effective and more costly than targeting promotions to specific audiences. Step 1: Tune In Identify clients who would be appropriate for the work you do, whether it’s matching style, subject matter, and/or genre. Research what advertisers are doing through the key marketing vehicles they [...]

Finding Your Tribe

Posted: August 7th, 2014

[by Michael Clark] It isn’t enough anymore to simply seek out clients to license images for editorial and commercial usages. As pro photographers, diversification allows us to maximize our income and build our brand in ways that we never could have just ten years ago. Building an audience of people who are interested and inspired [...]

Your Audience’s Audience

Posted: August 6th, 2014

[by Luke Copping] The quality of your audience is all to often underestimated when compared to the size of your audience. False metrics in social media and marketing tracking have shifted focus away from results and onto mass. On the next project that you need to build a unique audience for try to steer your [...]

Find Your Audience: It’s Easy and Really Complicated

Posted: August 5th, 2014

[by Pascal Depuhl] “It used to be harder to find your audience” says Rosh Sillars (@RoshSillars) “and used to take longer to build relationships.” Direct mail, workbook ads, a photo rep and appointments to show your portfolio would get you work. “Today the internet makes getting your work out there very easy, but it’s easy [...]

Finding My People

Posted: August 4th, 2014

[by Chris Winton-Stahle] My best piece of advice to any artist trying to build their following is to first find people who really get you. Start with your existing support system.  I always look for people I connect with over shared interests and values. I make a good effort to stay close to those who [...]

How to Raise Your E-mail Open Rate Instantly

Posted: November 26th, 2013

[by Michael Katz] Suppose I told you that I could show you how to increase your E-mail open rate by 25%, immediately and without costing you a dime?  Hang on, that’s what I’m about to do. First, some data for the mathematically inclined… For the five editions leading up to June 12, the average open [...]

What is the most important metric?

Posted: November 25th, 2013

[by Rosh Sillars] The most important metric is the one that feeds you and your family.  In the digital age it’s called a conversion. A conversion is a visitor to your website or landing page doing what you want them to do. This could be signing up for your newsletter, or downloading an ebook or [...]

Networking & Negotiating

Posted: October 11th, 2013

[by Blake Discher] Over the last three years or so networking is what enabled my Detroit-based photography business to remain viable. The business changed dramatically as my clients lost their jobs due to layoffs and cutbacks. I was forced to form new relationships and locate new clients. Networking became a priority and I networked everywhere [...]

Notes on Email Marketing for Photographers

Posted: September 20th, 2013

[by Jorge Parra] Setting up a marketing campaign, means we have to talk to our potential clients in a language they understand, especially if we are trying to get the attention of advertising and marketing agencies. Marketing and promotion is what they do every single day – it’s the language they speak – so it [...]

Email Marketing For Today’s Marketplace

Posted: September 19th, 2013

[by Heather Lefort] Gaining exposure in your markets is getting increasingly harder throughout the industry. Email marketing has changed. Once, it was all about sending out to the masses, and that simply isn’t an effective strategy anymore. Although exposure is always great, artists can experience more success in their email efforts when basing their marketing on [...]

Setting and Achieving Your Email Marketing Goals

Posted: September 18th, 2013

[by Dean Levitt] When asked why they send out a newsletter, many professional photographers answer along the lines of: “It’s expected of me” “Because it shows off my work” “I want new clients.” Often, very little attention is paid to setting goals, with even less to crafting an email newsletter. However, setting some simple goals [...]

Do What You Like, Like What You Do

Posted: September 18th, 2013

[By Michael Katz] I got a call yesterday from Carol in Nashville. She was convinced of the value of an E-Newsletter for her business (smart woman). But … she hates writing. “I’m great with a microphone,” she said, “but when I write it sounds stiff and formal – I absolutely hate doing it.” Given all [...]

Marketing Within Specialties

Posted: September 17th, 2013

[by Genive Purchase] With so many options out there, many photographers seem to have difficulty narrowing down the companies that they want to promote themselves to. While I can’t tell you which companies are the best to choose for your photography, I can give some tips on how to generate your own accurate, relevant promotions [...]

Roll Your Own Email Marketing

Posted: September 16th, 2013

[by Bruce Katz] For those of you who host your own websites and are comfortable with a little HTML editing, managing your own email marketing campaigns can be a great way of expanding your marketing efforts and saving some money at the same time. The requirements for my DIY email marketing were pretty simple. Cost [...]

Get Outside of Your Own Little World

Posted: July 9th, 2013

[by Colleen Wainwright] When I decided to take my design practice from hobby to business, my chief marketing challenge was finding better clients. While mine were lovely, creative people who appreciated my work, they couldn’t pay me a living wage for it. I’d designed for the people in my current world of acting–specifically, small theater, [...]

Can’t Get in the Door?  Here’s a Suggestion.

Posted: May 24th, 2013

[by Blake Discher] There have been two times in recent memory I found it impossible to get either a return phone call or email from a prospective client that I knew would be a good match for me.  I tried the usual progressively-clever voice mail messages with no success. I tried smooth-talking the person’s assistant [...]

Getting In The Door Not The Elevator

Posted: May 23rd, 2013

[by Barry Schwartz] Everyone wants to develop contacts with potential clients; to get in the door. The thing about getting in the door is it’s best to ignore the door. And forget about using your elevator speech in an elevator. One of the better strategies for getting in contact with a client is simple: be [...]

Getting in The Door

Posted: May 22nd, 2013

[by Selina Maitreya] Years ago when I was a rep, a good month looked like 40 appointments. I had many  “good months”  and worked very hard to get every single appointment. Today 40 appointments is next to impossible for agents and not at all reasonable for photographers. Everything has changed but much is still the [...]

Open doors with your LinkedIn Key

Posted: May 21st, 2013

[by Rosh Sillars] One of the most underused tools in social media is the LinkedIn search box. If you want to know who the decision maker is at a company, type the company name in the search box. LinkedIn lists employees and titles that have a LinkedIn account. This information alone has opened many doors [...]

How to leave a message that gets a call-back.

Posted: May 20th, 2013

[by Carolyn Potts] The first hurdle to get an appointment with a prospective client is probably their voicemail. If you craft your voicemail message as you would the Subject line of a good email blast, you increase the chance of getting a return call. Time-stressed people hit their voicemail’s delete button as readily as they [...]

$100,000 worth of advice in just 3 words

Posted: April 12th, 2013

A few years ago, I had the good fortune of attending “Starting Today, You’re a Brand” at the Photo Plus Expo.  Moderated by Lynn Martin, the panel featured Todd Wasserman, Shama Kabani, Corey Rich and Ken Carbone. I was head down, frantically scribbling notes on each of the panelist’s invaluable insights into branding, social media [...]

Four SEO Steps You Can Take Now

Posted: April 5th, 2013

[by Blake Discher] Here are four fairly simple steps you can take to improve your website’s ranking in the search engines: The TITLE of your web page. Simply put, this should contain the phrase for which you think most search users will enter when searching for someone who provides your services.  The TITLE should generally [...]

Basics of SEO and My Website

Posted: April 4th, 2013

[By Heather Lefort] SEO to any business owner is important. Ranking higher on web searches creates key exposure and opportunity for your business to thrive in comparison to your competitors. The basic elements to SEO are: Your page title A title tag tells both users and search engines what the topic of a particular page [...]

Keeping Up with SEO – or Not

Posted: April 3rd, 2013

By [Gail Mooney] There was a time when I was obsessed with SEO. I would check my site’s ranking and stats every day – actually dozens of times a day. Then I realized that I was spending too much time trying to attract new visitors to my website, utilizing SEO tips and tricks, than I [...]

The New SEO

Posted: April 2nd, 2013

[By Rosh Sillars] Effective Search Engine Optimization, or SEO, continues to change virtually daily.  As such, many formerly tried-and-true practices simply don’t work, anymore. This is especially true after the adjustments Google made last year to its algorithm.  As a result, blog and website owners now find themselves scrambling to regain their rankings, many unsure [...]

The Password is… Relevance

Posted: March 26th, 2013

[by Luke Copping] The early part of my career was one rooted in duality, I often felt like I was living the lives of two very separate photographers. I had one foot firmly planted in my previous hometown of Toronto, Canada, where I was shooting for small fashion labels and designers, creating portraits for musicians [...]

Power of Following Up

Posted: March 18th, 2013

[by Charles Gupton] Thirty years ago as I was trying to get a significant break into the editorial market, I would visit New York a couple of times a year and schlep my portfolio around from one magazine to the next. Knowing that I was one in a million photographers rapping on the picture editors’ [...]

What’s Working in Your Marketing Mix?

Posted: February 14th, 2013

[by Heather Lefort] Marketing in the industry is changing. What worked three years ago does not work today. Competition is high, marketing is oversaturated, and budgets are not what they used to be. Not measuring your marketing results is an automatic fail for most people. “So how do you get the most out of your [...]

The Power of Small Thinking

Posted: February 1st, 2013

[by Luke Copping] Grand ideas and ambitious goals are noble things – we should all be striving to reach higher and push ourselves further past our self-imposed limits to constantly better ourselves as creatives and communicators. But sometimes the sheer scope of your ambition can act as a paralytic and when faced by that seemingly [...]

Shots vs Shoots

Posted: January 31st, 2013

[by Kevin Lock] As a photographer I do not schedule or set out to do portfolio shoots.  While I believe each and every shoot can and should be shot with your portfolio in mind,  I prefer to create those portfolio shots within the work I am hired to do.  I often ask, “how will this [...]

Using What You’ve Got

Posted: January 30th, 2013

[by Jenna Close] I have always been fascinated by the work of people like Eric Almas, John Fulton and Koen Demuynck.  The idea of compositing many images together to make a photograph interests me.  However, sometimes my goals for producing personal shots using that technique fall by the wayside as other duties pile up.  Ironically, [...]

The Big Reveal

Posted: January 29th, 2013

[by Barry Schwartz] Portfolios are about getting people to hire you. Above and beyond showing work that indicates to a potential client you’ve got the goods, shooting specifically for a portfolio means getting shots to fill in a category or blow the viewer’s mind, preferably both. On the theory that to achieve the next level [...]

Portfolio Shooting

Posted: January 28th, 2013

[by Selina Maitreya] Clients today want  to look at  a website, portal or a print book and very quickly see what you shoot and “get” your visual approach to your topic. For that reason, you don’t sell photographs. You sell vision. Vision is the value clients seek and it’s expressed throughout a “body of work” [...]

Marketing is Dead: What Replaces It?

Posted: December 4th, 2012

[by Jay Kinghorn] The Harvard Business Review’s provocatively titled blog post “Marketing is Dead” outlines several ways in which traditional marketing just doesn’t work anymore. The author proposes alternative “marketing” efforts for savvy companies to engage in, from leveraging customer influencers to harnessing community feedback. While these are excellent suggestions for companies to pursue, they [...]

Getting Help From the Right Marketing Consultant is Like Finding the Right Doctor

Posted: November 13th, 2012

[by Carolyn Potts] When interviewing a potential consultant (which you should do before investing your time and money) the more self-awareness you have about what kind of pain you’re experiencing, the more likely you’ll get the right help. Saying “I need more work” is a bit like saying “I don’t feel so good.”  Honest information [...]

Big Idea: Combination Marketing

Posted: November 9th, 2012

[by Rosh Sillars] My newest big idea is focusing on ways to employ combination marketing.  You may know of multi-channel marketing, which is using multiple platforms and media to reach your target market. Combination marketing is multi-channel marketing that focuses on making sure each of the channels is working to support the others.  For example, [...]

Alchemy, Synergy, and Body Language

Posted: November 6th, 2012

[by Carolyn Potts] After a couple of days of reviewing portfolios at PhotoPlus Expo, what I’m thinking a lot about right now is alchemy and synergy. As defined by Websters: alchemy is an inexplicable or mysterious transmuting. In-person networking events mix up the molecules of your business plans. Things change. There’s is something quite magical [...]

A Tale of Two Reviews

Posted: November 1st, 2012

[by Jenna Close] This is not a story about me.  It’s about one of my fellow photographers in San Diego who does PhotoPlus right.  I’m not saying I do it wrong, I’m just saying his way has impressed me more than my own. Darren Edwards first arrived at PhotoPlus last year with the express purpose [...]

Do Two Things Really Well

Posted: October 31st, 2012

[by Judy Herrmann] It seems like every day a new marketing or social media platform pops up, demanding seemingly endless hours of attention.   I know I can’t keep up with all those outlets and still make time for all my other work, not to mention family, friends and the occasional 5 minutes of “me” time [...]

Branding & Marketing in the Attention Age

Posted: October 15th, 2012

[by Colleen Wainwright] Branding and marketing have never been easy, but until recently, they were fairly straightforward. Given a decent product and investment of resources, any business could establish a brand–i.e., a way it wanted to appear to the marketplace–and a corresponding marketing plan to spread word of it. What’s more, the greater one’s resources, [...]

Marketing to Marketers

Posted: October 11th, 2012

The following quotes come from the first 15 minutes of the panel discussion Current Distribution Models that Offer Compensation to Creators. Are these the answers? from the ASMP Symposium.  The implications apply equally to our own businesses and those of our clients. “The way that we deliver information to our readers is varied…digitally, online on [...]

Super-Charge the Time You Spend Working on Your Photography Marketing Plan

Posted: August 3rd, 2012

[by Carolyn Potts]  The time you invest working on your marketing has a real dollar value, so make every minute count – use time management tools and apps to help you FOCUS. If you omit vacation and holidays, there are about 49 work weeks/year. Invest just 20 min. per day on any marketing activity, and [...]

Do You Have a Marketing Plan Outside Your Head?

Posted: July 31st, 2012

[by Kimberly Blom-Roemer] Sounds, no pun intended, like a no-brainer. But have you actually sat down and written out your marketing plan, complete with dates, goals, etc? We have all heard this before – we wouldn’t set out on a cross country road trip (ok, most of us wouldn’t) without getting a map, or engaging [...]

Better Does Not Mean More Expensive

Posted: July 20th, 2012

[by Colleen Wainwright] I maintain a “Doing It Right” file in both physical and digital forms to hold the best examples of marketing that cross my path (and to remind me that somewhere, every single day, someone is out there being awesome). While there are a few high-end mailers and expensively-produced pieces in both files, [...]

Bloody T-Shirts = Cost Saving Marketing?

Posted: July 19th, 2012

[by Kimberly Blom-Roemer] Just like most of you, I have a bloody t-shirt from the hits I took with the economic slow down. Because of this, and knowing cutting back on my marketing would be the death knell for my business, I had to do some serious soul searching to find ways to maintain/increase my [...]

Inexpensive Photo Cards Offer Big Returns

Posted: July 18th, 2012

[by Rosh Sillars] Photo cards printed at the local lab made my career in the early 2000s.  They are still valuable today.  I can explain what I do, but until someone really sees my images on a photo card, they really have no idea of my style or quality of work. Yes, we have iPads [...]

Websites & Books

Posted: July 17th, 2012

[by Jenna Close] Being seen is half the battle.  Being remembered is the other half.  Both of these aspects of marketing can be expensive.  Here are two low(er) cost options I’ve used with good results. WordPress: You might be thinking, “But I don’t blog.”  Even if you don’t, WordPress is a great tool.  What used [...]

Low Cost Marketing

Posted: July 16th, 2012

[by Todd Joyce] There is a philosophy that a buyer needs to see your name seven times to remember you.   A good marketing plan takes that into consideration, but that doesn’t mean you have to spend money on seven expensive mailings.  It just means that you need to be seen or associated with something (positively) [...]

Marketing Assistant or Photography Assistant

Posted: June 8th, 2012

[by Susan Carr] We all must give the sales and marketing of our business a high priority. We know this yet we still look for the magic bullet that will give us financial rewards minus this work. Well, unfortunately, it doesn’t happen that way. Marketing are the tools we use: our web site, blog, social [...]

You Could Hear, “Sorry, Your Children Are Ugly”

Posted: June 7th, 2012

[by Blake Discher] Photographers are not usually the best editors of their own work. The task of choosing which images belong in your portfolio, either online or analog, is often best left to anyone but yourself. We’ve all photographed that executive who woke up grumpy or turned a very boring office into an acceptable background [...]

Consultants & Reps & Assistants (Oh My!)

Posted: June 6th, 2012

[by Judy Herrmann] If you’re having trouble marketing your business, it may be time to look beyond traditional DIY strategies.   Depending on your circumstances, a consulant, rep or in-house Marketing Assistant can be just the help you need. Consultants are perfect for those who are looking for guidance in a specific area such as getting [...]

Showing Up is Not Enough

Posted: June 5th, 2012

[by Colleen Wainwright] Think of the best classes you’ve ever taken–the ones that engaged you, challenged you, and stuck with you for years afterward. Chances are they weren’t just winners just because they were expensive or the teacher was great, but because of what you brought to them: a genuine interest in learning, your full [...]

Seek Synergy – Not Pain Relief

Posted: June 4th, 2012

[by Carolyn Potts] “The whole is greater than the sum of parts.” ~Aristotle The relationship between a photographer and a rep or studio manager must be based on a deliberately created, synergistic relationship. Synergy occurs when two individuals (or companies) are made stronger by combining their different– yet complementary– skills and abilities. It brings value [...]

Marketing Photography to B2B and B2C Clients – Don’t Treat Them Like Twins. They’re Cousins

Posted: May 18th, 2012

[by Carolyn Potts] While the marketing strategies share similarities, they’re not identical. When you create a photography marketing message to reach a decision maker in a B2B environment (a business-to-business target such as an ad agency or corporation) understand there are different buying behaviors than in a B2C market (a business-to-consumer e.g., weddings, portraits, etc.). [...]

Free Marketing Insights

Posted: May 17th, 2012

[by Rosh Sillars] Google has an excellent resource to help support your business called http://www.thinkwithgoogle.com/insights.  It contains insights, trends, research and statistics from Google and recommended resources photographers can use for  marketing. Rosh Sillars is the author of www.onehourphotographer.com

Five (or Ten) Minutes to Awesome

Posted: May 16th, 2012

[by Colleen Wainwright] It’s not news. In fact, it pre-dates most of today’s popular marketing vehicles. But that’s the point: in an era when we’re deleting the cruft from our email inboxes and social media streams faster than you can say “kudzu”, a hand-written, hand-addressed note cuts through the clutter like a hot knife through [...]

Annoy Yourself!

Posted: May 15th, 2012

[by Kimberly Blom-Roemer] Are you avoiding marketing as though it was a trip to the dentist? There is a way to change that behavior: ANNOY YOURSELF! First, in December not only do I review my marketing activities for the previous year, I schedule the whole next year. For example, based on my review, I decide [...]

Make It Personal

Posted: May 14th, 2012

[by Jenna Close] I get a lot of email requests for internships and assisting gigs.  The only ones I respond to are those who have obviously taken the time to really look at my work.  Conversely, in my own marketing I try to include a personal note about a campaign I liked or a design [...]

Take a Risk!

Posted: May 4th, 2012

[by Selina Maitreya] Years ago I  was an agent, and repped a  top photographer in Boston.  I was in my game going on 40 portfolio appointments a month.  Early on in the process I got very frustrated as ad’s would quickly look through my talent’s portfolio, flipping pages fast. I was usually in and out [...]

Getting Appointments

Posted: May 3rd, 2012

[by Judy Herrmann] In today’s fast-paced work environment, convincing prospective clients to carve out face-time is harder than ever.  With fewer hours to spare and more photographers clamoring for attention, these tips can help you stand out from the crowd: Do your homework. Make sure the people you’re calling really need what you sell.  I [...]

Why Getting a Meeting is Like Internet Dating

Posted: May 2nd, 2012

[by Barry Schwartz] For a huge number of very complicated reasons, some years back I developed an expertise in internet dating. OK, it’s because I was single. Since then, I’ve counseled many of my (anxious) friends in how the thing works.  It’s pretty straightforward. You get online, do some research, and look for potential dates. [...]

Lunch on Me

Posted: May 1st, 2012

[by Kevin Lock] A successful photographer told me a long time ago that “keeping existing clients is so much easier than finding new ones.”  I would add that keeping existing clients is much more important than finding new ones. One way that I ensure repeat business from my clients is to make them feel special.  [...]

Preparing for a Face-to-Face

Posted: April 30th, 2012

[by Jenna Close] I think I’ve mentioned this before, but I’ll say it again for the record: I’m an absolute, bona-fide chicken when it comes to asking for a meeting.  The biggest problem with this situation is that in-person meetings are an extremely important aspect of marketing; far more potent than faceless mailers and multiple [...]

Building an Effective Mailing List

Posted: April 27th, 2012

[by Judy Herrmann] Not so long ago, photographers could achieve success by inundating the market with simple promotions like postcard mailers or email blasts.  Today, however, the buyers of commercial photography are buried under a sea of promos that’s getting deeper every day.   If the old spray and pray approach isn’t working so well anymore, [...]

How Attractive Can You Be?

Posted: April 25th, 2012

[by Colleen Wainwright] When it comes to building a great mailing list, size doesn’t matter–engagement does. I should know–last summer, my little list of 2,500 devoted newsletter readers helped me to raise (well) over $50,000 in 50 days, without my ever asking them for a dime. The open secret to engagement is two-fold: (1) provide [...]

Steps to Building a List That Serves

Posted: April 24th, 2012

[by Selina Maitreya] Before there was Google and Agency Access, there was one key source: the library. That’s where I hung and that was my main source of information. Whether you are using  a list service or going on your own, here are key steps you need to take to build a list that serves. [...]

Building a Good Mailing List – DIY is the Best Way

Posted: April 23rd, 2012

[by Gail Mooney] I’ve been building mailing lists since the very start of my career, over 30 years ago.  I’ve bought lists, subscribed to lists and built my own over the years.  How I target potential clients has changed as technology has enabled other means of accessing information as well as how you reach people, [...]

Bloody Murder

Posted: March 19th, 2012

[by Jenna Close] There are two pieces of business advice that always stick with me.  Over the past 5 years, I have had to remind myself of both numerous times. You Can Bleed to Death From a Million Small Wounds. We all know what it feels like to take an unexpected hit: a regular client [...]

Are You Utilizing ALL Available Marketing Avenues?

Posted: March 13th, 2012

[by Kimberly Blom-Roemer] There is more than one way to contact a client. Are you utilizing all of them? A truly successful marketing campaign maximizes various avenues: paid advertising (both print and online) paid direct mail free publicity workshops and seminars lead generator programs social networking face-to-face networking We all know about direct marketing – [...]

The Client Perspective

Posted: February 16th, 2012

[by Selina Maitreya] “What DO clients really want?” I hear that question all the time as I work with my photographers helping them build businesses that thrive. It’s remarkable . With all of the changes that we have witnessed and transitioned through, the one thing that has not changed is the answer to that very [...]

Do You Have Klout?

Posted: February 10th, 2012

[by Richard Harrington] One of the hardest parts about being diligent in your social media efforts is the feeling that you aren’t really accomplishing anything.  Sure a few Likes or Retweets may give you a temporary belief that you “matter”.  But it’s really hard to know if you’re making any real progress. Fortunately there’s Klout.com [...]

Do You Track Your Marketing Success?

Posted: February 9th, 2012

[by Kimberly Blom-Roemer] If you don’t… I will be blunt… your wasting your time and money. Period. There are various ways to track your marketing success. No, you can’t see if someone even glanced at your postcard before throwing it in the circular file. BUT, you if you have it set up that you can [...]

Opportunities Can Come From Anywhere

Posted: February 8th, 2012

[by Rosh Sillars] If you don’t track where leads are coming from, there is no way to know where to put future time, effort and money. Reviewing Google Analytics is an important part of tracking website traffic and understanding your Internet sales funnel. Tracking clicks from your latest e-mail campaign will help you become a [...]

Tracking the People Who Market For You

Posted: February 7th, 2012

[by Colleen Wainwright] There’s no question that tools like email newsletters, trackable bit.ly URLs and other digital tools with baked-in statistics are a boon to businesses wanting to market themselves. You can test different approaches and come up with meaningful measures of how comparatively successful your efforts have been. But one of the most effective [...]

Ask, Record, Adjust, Repeat

Posted: February 6th, 2012

[by Jenna Close] Tracking your marketing efforts closely is a great way to understand what is working for you and what isn’t. For each mailing campaign, I record the recipients, the type of campaign (4×6  postcard, mini-portfolio, etc), size of the mailing, date and the cost.  For broader endeavors, such as a yearly subscription to [...]

It’s Easy: Use Apps to Support Your Marketing Wake-Up Callalls.

Posted: February 2nd, 2012

[by Carolyn Potts] There are two apps that can keep you from falling asleep at the wheel on the road to your photo marketing success: Evernote and  iCal. When used in conjunction, they’re even more powerful. 1. Good content always comes first. Evernote is a great app to capture portfolio shoot ideas as they come [...]

Manageable Marketing

Posted: January 20th, 2012

[by Jenna Close] It’s hard to part with the money needed to launch a marketing campaign, especially when you are just starting out or business is slow.  When I’m sweating the expense I look at the total cost of the campaign and compare that with how many average sized jobs I need in order to [...]

Features and Benefits – What’s the Difference?

Posted: January 16th, 2012

[by Kimberly Blom-Roemer] Even though nearly marketing book on the planet recommends focusing on client benefits, most service based businesses don’t understand the difference between a feature and a benefit. Feature: the characteristic of the person or business that OFFERS the benefit to clients. Benefit: What does the client RECEIVE from a feature? Another way [...]

What’s Stopping You?

Posted: January 6th, 2012

[by Judy Herrmann] A new year.  A fresh start.  Time to rock that marketing!   But before we dig in, well, there are millions of things that need to get done first. When it comes to marketing, most of us have a pretty good idea of what needs to happen.  The challenge lies in getting it [...]

Marketing Mastery – Short & Sweet

Posted: January 5th, 2012

[by Carolyn Potts] While I was getting ready to write this post, the radio began playing Michael Jackson’s early hit “ABC easy as 123.” It struck me that that song’s message –about keeping things simple–applies as well to marketing your photography. Just remember to use “ABC” and “123.” A. Always promote your best imagery. Trim [...]

Begin 2012 with Website Basics

Posted: January 4th, 2012

[by Rosh Sillars] 2012 will offer more choices than ever for your marketing dollar and time.  Where do you want to spend it? The first place is your website, which is the core of your marketing efforts in the 21st century. Even if you use offline marketing, prospects still check you out online. What are [...]

Stop Marketing in the New Year

Posted: January 3rd, 2012

[by Colleen Wainwright] While no one can predict what the next 12 months will bring, there will almost certainly be too much of it. Too many “dig-me” blog posts. Too many pointless newsletters. Too many tweets and re-tweets and status updates. Way too many inspirational quotes. Altogether too many requests for the least little bit [...]

Marketing Resolutions for the New Year

Posted: January 2nd, 2012

[by Jenna Close] I am going to market the heck out of 2012. I am going to adhere to a schedule that I set at the beginning of the year. I am going to target clients of value, focusing on quality and not quantity. I will make more follow-up phone calls. I will not be [...]

Lessons I’ve Learned

Posted: December 21st, 2011

[by Selina Maitreya] Never underestimate the power of a talented, driven photographer.. The world is full of paradox. If you wait long enough things will shift completely. What goes around, comes around and around and around again. As we grow older the world gets smaller. Kindness is contagious. In the photo business everything has changed [...]

Finding Your Vision

Posted: December 2nd, 2011

[by Judy Herrmann] Almost every time I talk about portfolio development, someone in the audience raises their hand and wails “But what if I don’t know what my vision is???”  Then, everyone else in the room leans forward, ears pricked to hear the answer. In years of teaching of this stuff, I’ve come to realize [...]

How Experimentation & Creativity Feed Profitability

Posted: December 1st, 2011

[by Richard Kelly] My personal work has always directed my commercial work. A portrait project here led to a magazine assignment there. A personal documentary led to a non-profit capital campaign. An experimental video led to a music video. Personal projects feed both my creativity and professional bottom line. When I’m face-to-face with a client [...]

No More Single Images, Please!

Posted: November 30th, 2011

[by Selina Maitreya] The day and age of your portfolio being a collection of single images is over. Clients in every area of our business are asking you to show up with a defined, deep and well focused body of work. Are you ready for this shift? Before we go any further, make no mistake, [...]

Get Real!

Posted: November 29th, 2011

[by Sean Kernan] When I look at photographers’ websites they are mostly built on the stuff they do for clients…you know, the stuff we all do. And there are lots of reasons to set things  up that way. But often there’s a page called Personal Work, or something like that, shyly tucked away.  And I [...]

Consistency of Vision is Key

Posted: November 28th, 2011

[by Susan Carr] Websites are often the first place we show our work to prospective clients. The prospect arrives at your site via an Internet search looking for a photographer to fulfill a specific assignment. In these tough financial times, the searches usually include a specialty and a business location. If you fit these criteria [...]

What Goes Around Comes Around

Posted: November 3rd, 2011

[by Barry Schwartz] All business is personal – especially when you work for yourself.  I’ve never forgotten something I heard Blake Discher say in one of his fantastic seminars, that when he tracked views on his website, his personal work was the only gallery where viewers typically looked at every picture. I had just recently [...]

No Validation Necessary

Posted: October 31st, 2011

[by Gail Mooney] I recently had the honor of having one of my still images on display in the Senate Rotunda in Washington DC.  It was one of eleven photographs in the Copyright Alliance exhibit,  “Recording Our History: Faces Behind the Camera“. It was this portrait of blues drummer Sam Carr that I shot in [...]

Moving to the Collaborative Marketing Model

Posted: October 28th, 2011

[by Tom Kennedy] I have been reading a book recently entitled  “The Power of Pull:  How Small Moves, Smartly Made, Can Set Big Things in Motion,” by John Hagel III, John Seely Brown, and Lang Davison.  The book shows how converging technology has been a massive disruptor of long-held business models,  organizational models, and modes [...]

The (Difficult) Art of Live Communication

Posted: October 25th, 2011

[by Jenna Close] I have a ridiculously potent aversion to talking on the phone.  I’m pretty sure it’s some kind of neurosis, but here’s the thing… Communication is the most important business aspect of what we do.  Furthermore, live conversation (versus texting or email) is a powerful tool that can be used to great advantage.  [...]

Can You Hear Me Now?

Posted: October 24th, 2011

[by Carolyn Potts] Are you being heard? Do you know how to effectively communicate with your potential client if they’re part of different generation? Is how you’re saying what you’re saying, turning off your potential client? Marketing communications that are designed to get more business, must take into consideration the recipient’s preferred mode of communication. [...]

The Gift of Focusing Your Vision

Posted: October 17th, 2011

[by Selina Maitreya Today, vision is the front end sell in the world of commercial photography. Clients look to assignment photographers to have a defined vision applied to a subject area and expect a complete body of work, that represents the photographers “specialty.” Many photographers still resist the idea of focusing their talents, there is [...]

Agreement

Posted: October 14th, 2011

[by Barry Schwartz] “When you create something out of nothing, the first rule is to agree.” ~ Tina Fey talking about the process of improv at Google headquarters with chairman Eric Schmitdt. What else is it that photographers do, but exactly this? The first part: creating something out of nothing.  The second part: getting your [...]

No Small Decisions

Posted: October 12th, 2011

[by Richard Kelly] “There are no small decisions in moviemaking.”  – Sidney Lument , Director (pg 112 MAKING MOVIES by SIDNEY LUMENT Vintage Books) If you change “moviemaking” to photography, well you get the picture. This to me summarizes all my decisions from art, to craft to commerce. Every action has a consequence, or a [...]

Ask How They Found You

Posted: October 3rd, 2011

[by Jenna Close] When a new client calls, make sure and ask how they found you.  If they answer with ‘online’, ask what search engine they used and what their search terms were.  This information is valuable for a few reasons: one, if they found you online you will begin to see a trend in [...]

Searching Trends

Posted: September 30th, 2011

[by Judy Herrmann] We live in a world where a search for “How to Copyright Photo” brings up 1.1 billion results, “Audio for Video” yields just over a billion and “Marketing Photography” clocks in at a mere 233 million.  No wonder finding great stuff on the internet takes so much time. Seems I’m not the [...]

Why Photographers Fail…

Posted: September 8th, 2011

[by Selina Maitreya] As you begin another fall work season check your product. The number one reason why many photo businesses fail is because the photographer does not have a body of work that will sell in today’s market. Photographers often will spend time and money on developing sales and marketing materials when building a [...]

Who’s on First….?

Posted: September 2nd, 2011

[by Kevin Lock] We all have our own reason for getting into this business.  For me it just kind of happened.  It was something I always did and to be honest I didn’t plan on making a living doing it.  Perhaps you had a similar experience and find yourself in business struggling to make a [...]

Fall’s Hottest Look? A Marketing Makeover!

Posted: August 22nd, 2011

Photo by Shawn G. Henry.  Photoshopping (R) by Donna Barger [by Colleen Wainwright] While I always treat myself to a few new “Back to School”-style supplies to ring in the change of season–a fresh box of Sharpies and maybe an iPhone 5, both in black, please–mostly I’m viewing this particular fall as an opportunity to [...]

Your Favorite Bookmarks…

Posted: August 18th, 2011

[by Judy Herrmann] This week, we are focusing on our contributors’ favorite bookmarks.  The places we go when we’re looking for information, inspiration, insights, training, time-saving tools and more; the bookmarks we find more valuable than the millions of other potential bookmarks that populate cyberspace.  And there are millions. Now that the vast majority of [...]

Lucky and Ready

Posted: August 5th, 2011

[by Barry Schwartz] My color management guy likes to say you’re either well color-managed or badly color-managed.  Either way, you’re color-managed. Every contact with a potential new client (or a repeat client) is an act of good marketing or bad marketing.  Either way, it’s marketing, because marketing is simply how you’re perceived by someone else. [...]

Everyone Hates Marketing

Posted: August 4th, 2011

[by Judy Herrmann] Well, maybe not EVERYone, but most of the people I know would rather do just about anything else.  Some of us hate it so much, find it so agonizing, that we just can’t bring ourselves to do it at all. Years ago, the owner of our local lab would sit behind the [...]

My Real Job…

Posted: August 3rd, 2011

[by John Slemp] Attending my friend, Judy Herrmann’s, Breaking into the Biz program at my ASMP chapter brought back many memories of my own career transition after a decade of military service.  Talking to her after the program, I mentioned an epiphany I’d had about my own business and she asked me to post about [...]

Real World Marketing

Posted: August 2nd, 2011

[by Carolyn Potts] Time spent online with social media must have a clear goal–otherwise it’s just a time suck. Do you start your day with a cup of coffee and a check-in to your social media feeds? Does reading the overnight updates on FaceBook, Twitter, and LinkedIn make you feel secure that you’ve not missed [...]

The Tire Salesman

Posted: August 1st, 2011

[by Jay Kinghorn] I have a tire I’d like to sell you. It’s just one, but boy is it a beauty—dual-channel treads for wicking away the water on rainy roads, knobby tread for traction and gravel, plus, it’s won numerous awards for its handling. How much would you pay for this tire? Probably nothing.  No [...]

How to use the next heat wave: be a “promotional contrarian” and do some advance planning.

Posted: June 10th, 2011

[by Carolyn Potts] When the next heat wave hits and you’re melting, take it as a weather-related gift to help you stay fresh in your client’s minds…. in the dead of winter. My 2010 summer marketing ASMP blog post suggested that your beach reading should include some great marketing books (listed in that post). That [...]

Summertime, and the Marketing’s Easy

Posted: June 8th, 2011

[by Barry Schwartz] Summertime.  Lounging my days away with friends, talking about nothing, waiting for the barbecue to get hot, feeling the warmth of the sun as it sets… Wait a minute. O man, there’s my fantasy life kicking in.  Self-employed people don’t take off day after day.  That’s for our clients.  The ones with [...]

Marketing During the Summer Months

Posted: June 7th, 2011

[by Selena Maitreya] In my world, marketing during the summer months is no different than the rest of the year, assuming you have a well developed 12-month sales and marketing program. Now I know this runs contrary to other info you may hear. Many people will tell you that you should never try to visit [...]

Spring Planting Makes for Summer Shoots

Posted: June 5th, 2011

Summer is a busy time for me, but that’s because of Spring.  I routinely send out a spring mailer, but this March I decided to try something new.** Instead of blanketing the several hundred potential clients on my list with a postcard, I targeted the 36 companies I most want to work for.  All the [...]

You Talk to Your Grandmother with that Mouth?

Posted: May 20th, 2011

[by Colleen Wainwright] Some people steadfastly refuse to mix the personal and the professional. I admire their internal fortitude (not to mention their talent for establishing firm boundaries) but I think they’re missing out. First, because the inclusion of personal work in a professional portfolio can fill in the gaps when you’re starting out or [...]

Personal work in Business Portfolios?… Yes. Absa*#$*inglutely.

Posted: May 19th, 2011

[by Kevin Lock] I am taking that one step further.  I have been slowly building a body of personal work in hopes that, in the future, it will be the only work I show.  Why?  I want to move in the direction of securing the work that I want to do…. not what I currently [...]

If It’s Good, It’s Good

Posted: May 18th, 2011

[by Jenna Close] There’s nothing I enjoy more than wandering around photographing the environments of other countries.  While none of the resulting images feature what I shoot for money (solar panels), a few do end up on my website, Facebook, and in some of my portfolios.  Here’s why: 1) It’s about you and only you.  [...]

All Business is Personal

Posted: May 17th, 2011

[by Barry Schwartz] A great politician (they do exist), Tip O’Neill, famously once said “All politics is local”.  There are a lot of ways to interpret that idea, but it starts with the fact that politics is about people.  Business, too. Pretty much everyone in every business wants to work with people they like (and [...]

Show What You Want to Do

Posted: May 16th, 2011

[by Sean Kernan] Over the course of my career the strongest work I’ve ever done was what I did for myself, particularly in the beginning. I’d be wandering around with a camera in my hand and nothing on my mind (a crucial component) when suddenly I’d see…something! Unexpected, surprising, often a bit alarming. It just [...]

Clarion Call II

Posted: May 13th, 2011

[by Susan Carr] This past February, commercial photography consultant Selina Maitreya created the first Clarion Call telesummit featuring 14 of the nation’s leading industry experts.  If you attended, you know how valuable it was.  If you didn’t, you won’t want to make that mistake again. On Friday, June 10, Selina is presenting Clarion Call II [...]

Just Five a Day

Posted: April 4th, 2011

[by Jim Cavanaugh] If you set aside a half-hour aside every business day to call just five new client contacts, at the end of the year you will have made contact with over 1,250 new potential clients. Jim Cavanaugh is an architectural and aerial photographer based in Buffalo, NY. He is President of ASMP.

Who is My Competition?

Posted: March 25th, 2011

[by Kevin Lock] I am my only competition. That is a fact. I consider working as a photographer to be similar to being an athlete, say a sprinter, in the Olympics.  Some would call that sprinter a competitive athlete. To back up this claim some might argue that the sprinter was in a competition and [...]

Amateur Photography & Home Improvement

Posted: March 23rd, 2011

[by Jay Kinghorn] Last week my wife and I began renovating our master bedroom. We hired a professional flooring expert to install the floors and a finish carpenter to complete the baseboards. We prepped the room for the flooring and painted the walls and trim. Hiring professionals to do the important detail work like the [...]

Reduce your Competition Through Loyalty

Posted: March 21st, 2011

[by Charles Gupton] There are usually a couple of reasons why a client initiates working with a photographer for the first time. It’s often our style of shooting, our approach, or our expertise that distinguishes us from our competitors in the mind of a client. But it’s usually a different set of values that builds [...]

LinkedIn – A Powerful Client Research Tool

Posted: March 16th, 2011

[by Jim Cavanaugh] LinkedIn has become my most important tool for identifying new clients. While not as popular or user friendly as facebook, LinkedIn has a different culture and is much more about business. Every time I have a new person “link in” with me in LinkedIn, I will add their e-mail address to my [...]

The Business of Facebook

Posted: March 15th, 2011

[by Jim Cavanaugh] Facebook has grown to be one of my most important business resources.  Once you move beyond Farmville, horoscopes and what your long lost high school friend had for lunch, there can be a wealth of information and the ability to reach out to and build relationships with current and prospective clients. If [...]

Do You Overuse Email?

Posted: February 15th, 2011

[by Thomas Werner] Overly frequent e-mail promotions and updates can have an effect opposite of what you have intended. It may only be e-mail, but if you are not sending a new project, or have another relevant update, stick to a once every two, three or four month mailing. You don’t want a simple e-mail [...]

Will Your Likability Help You Succeed?

Posted: February 11th, 2011

[by Charles Gupton] At the start of a new year, many photographers focus on building their revenue by focusing on finding new clients for their services. Those prospective clients, like all of us, solve their daily challenges by selecting people and services that add the most value to their lives. Most photographers define “providing value” [...]

New Clients: Get Creative and Go For Quality

Posted: February 10th, 2011

[by Jenna Close] My client base can be loosely put into two categories: those that help pay the bills and those that push my boundaries, bolster my brand AND help pay the bills.  I think this is an important distinction when considering how to find new clients.  What do you REALLY want to shoot?  Once [...]

Searching for Synergies

Posted: February 9th, 2011

[by Judy Herrmann] As I was finishing breakfast at a diner in Miami yesterday morning, a stunning visual caught my eye.  The flat screen TV across the room was showing a commercial I’d never seen before and it looked like my studio’s still work come to life in motion. “Oh my God” I said to [...]

The Quickest Way to Find New Clients

Posted: February 8th, 2011

[by Rosh Sillars] The best place to find new clients is through old clients. Pick up the phone and say hello.  You have clients out there ripe with new opportunities. If you don’t know that, it’s because you haven’t followed up in a while. Never assume anything. Maybe your client was a one-time assignment, maybe [...]

Want to Find New Clients? Follow Me

Posted: February 7th, 2011

[by Kevin Lock] Start with A, ASMP that is.  Your first step in getting more work is working on your Find A Photographer listing (FAP).  FAP… get it up, add to it, keep it updated, and buy more portfolios. (They are cheap.)  That is what I did and it has bumped me up in the [...]

Maintaining, Motion and Marketing

Posted: January 21st, 2011

[by Carolyn Potts] Both videographers and photographers are now actively pitching their clients on their new DSLR-HD capabilities. They’re sending out marketing messages inviting their clients to see them as a “one-stop shopping” solution when it comes to digital content. But how do you take on a video project when you’re not an experienced video [...]

Planning for a Warm Business Season

Posted: January 14th, 2011

[by Charles Gupton] One of the activities I enjoy most during the winter months is building a fire in the fireplace then relaxing on the couch with a good book to watch the flames. I find it far more enjoyable, however, when the work to build and maintain the fire has been done in advance. [...]

Using PR and Personal Projects in Your Marketing

Posted: January 13th, 2011

[by Gail Mooney] These days you can add to your marketing efforts without breaking the bank by taking advantage of social media and electronic delivery to do a little PR for your photography business.  Think about jobs you recently shot, that you are pleased with or personal projects that you are doing and talk about [...]

You Get What You Pay For

Posted: January 12th, 2011

[by Susan Carr] You know, the cheapest airfare has the least amount of legroom, fast food vs. gourmet, your car, the hotel you stay in, the contractor you hire or the clothes you buy. The list of examples is endless and while this economy has turned many pricing assumptions upside down, the rule generally holds [...]

Can’t Get You Out of My Mind

Posted: January 11th, 2011

[by Carolyn Potts] If there’s a jingle for a carpet cleaner or a chewing gum locked in your brain, you already know the power of consistency when it comes to brand recall. Consistently delivering branded and relevant messages to a target audience is the cornerstone of marketing success. It’s that simple. Since different audiences often [...]

Freshen Up

Posted: January 10th, 2011

[by Jenna Close] The first few months of the new year are a great time to take a hard look at how you are representing yourself.  Go through the images on your website and in your book and make some tough choices about what should be there.  Ask a few people you respect to make [...]

Breaking Through The Digital Clutter

Posted: December 17th, 2010

[by Thomas Werner] E-mail is a beautiful thing, it is quick, free, lists are easily updated, and you can automate your promotion process so that mailings go out on a regular basis. The downside of email is “delete”. No one ever has to open your note or look at your imagery before is has been [...]

Getting Personal

Posted: December 16th, 2010

[by Judy Herrmann] This past January, the Wall Street Journal Online published an article titled “Firms Hold Onto Snail Mail Marketing” about companies whose sales went down when they switched to purely electronic communications. When I read the article, I was struck immediately by the following observation: The idea is to send something that’s more [...]

Staying Grounded

Posted: December 14th, 2010

[by Shannon Fagan] I usually wouldn’t highlight one service provider versus another in a publicly disseminated blog post, but a recent request to write about tactics for using “snail mail” in a digital era perked my interest in a topic that could easily be adapted to “tips and tricks of the trade.”  My snail mail [...]

Does Anyone Still Use Snail Mail?

Posted: December 13th, 2010

[by Todd Joyce] Getting an email thank you is nice, but when I get a hand written thank you via snail mail (SM), it simply means more.   I certainly give it more weight, because fewer people give the added effort, so it stands out as special.  I suggest sending a thank you to clients when [...]

Marketing Quick Tip

Posted: December 7th, 2010

[by Ellen Boughn] Does your website tell clients who you are or only what you do? At the bare minimum include a short bio and a headshot.  Better yet? A short video (no more than 1.5 or 2 minutes) showing you at work.  Why? Because even before calling in a book or considering someone’s work, [...]

Are People Really Still Making Calls?

Posted: November 5th, 2010

[by Suzanne Sease and Amanda Sosa-Stone] A mutual client of ours recently worked on her brand, portfolio and marketing strategy (with Suzanne).  Then she came to Agency Access to work on implementing her marketing through Campaign Manager (with Amanda – a year long plan to make sure marketing is being done).  After getting her beautiful [...]

‘Stop telephonin’ Me

Posted: November 4th, 2010

[by Ellen Boughn] Lady Gaga has it right when it comes to the interrupting phone call: ‘Stop telephonin’, me. Stop telephonin’, me. (I’m busy). (I’m busy)’, she sings. When you pick up the phone to call a client, it had better be about something they want to hear.  And cold calls? If the reception on [...]

Getting and Using Referrals

Posted: November 3rd, 2010

[by Todd Joyce] “Nice day we’re having”  “How about those cubs”  yeah, it’s hard to start the conversation, but I still make calls to new ADs etc to get to know them.   I like to mention a person who referred me to get things started.   “Hi (AD), (Other person at agency) mentioned I should call [...]

Why Continuing Ed Matters: beyond camera gear and PhotoShop tutorials

Posted: September 21st, 2010

[by Carolyn Potts] Last week was filled with the energy of students returning to classrooms across the country. It was only for a couple of hours, but, I, too, got a taste of the September excitement when I dropped in at Columbia College and attended the Columbia/ASMP Midwest co-hosted event: PDN’s 30 – Strategies for Young [...]

Emotionally Intelligent Marketing

Posted: September 20th, 2010

[by Judy Herrmann] A last minute gate change at LAX and I’m caught in a crowd stampeding down a long narrow corridor from Gate 1 to Gate 2 (which appear to be about half a mile apart, go figure) when I spy a lone figure in a pinstriped suit swimming against the current.  “If you’re [...]

Going Up?

Posted: September 3rd, 2010

[by Judy Herrmann] In a bad economy, helping people understand exactly what you do, why they should trust you and how you can help them matters more than ever.  So take a few minutes to hone one of the most important (and cheapest) marketing tools there is: Your Elevator Speech. Laura Allen, co-founder of 15secondpitch.com, [...]

Target Marketing

Posted: September 1st, 2010

[by Todd Joyce] 2500 printed mailers might cost around $1 per contact, depending on postage, printing and your contact list. What if you took that same amount and spent $500 on your very top five prospects?   I bet you’d get results!  The hard part is figuring out your top five.   Marketing isn’t easy and neither [...]

Look Like a Million Bucks

Posted: August 31st, 2010

[by Jenna Close] The first step in creating an effective marketing plan is to make sure that you are putting your best face forward.  Some monetary investment should go into this, but it doesn’t have to cost you an arm and a leg.  Before contacting anyone, take the time to prepare a few things: a) [...]

Marketing on a Budget

Posted: August 30th, 2010

[by Rosh Sillars] If you don’t have money for marketing, the next best thing is investing your time. This is not a bad thing. Most photographers will tell you referrals are one of their best sources of business. Attend free and low-cost local events. Check the local listings for chamber of commerce, advertising club, and [...]

A New Path

Posted: August 25th, 2010

[by Suzanne Sease and Amanda Sosa-Stone] Starting out in any new business is filled with excitement and the unknown.  Here are some tips we recommend to finding your path. 1.    Know where you want to go in your business (consumer: portraits, weddings, commercial: still life, architecture, fashion, editorial: portraits, etc…) 2.    Make sure you have [...]

Find a Photographer

Posted: August 12th, 2010

[by Todd Joyce] Membership has it’s privileges and one of the benefits of being and ASMP General Member is being listed in findaphotographer.org. For what I do, I don’t get a lot of calls, but every so often I do get a call that is a result of FAP. Over the years, I’ve gotten about [...]

Selling What Makes You Different

Posted: August 10th, 2010

[by Jenna Close] My partner Jon and I shoot photos mainly for the alternative energy market.  This is our niche, and we spend a lot of time following the industry and thinking about how we can better serve the people we want to work for.  Often we are asked to price aerial photography, and often [...]

Quick Tip Week

Posted: July 19th, 2010

[by Carolyn Potts] Do some research about what you’re being asked to photograph. If you take the time to read up on the product, company or event you’re being asked to shoot (you know you can Google ANYTHING) you appear to be someone who will be a partner in problem-solving. Demonstrating that you’ve actually taken your own time to [...]

Setting Sales Goals

Posted: June 11th, 2010

[by Blake Discher] In my negotiating seminars I always make a point of letting my audience know that in order to be successful, I think we must be salespersons first and photographers second. My sales career began when I sold franchises for a quick-print franchise.  One of the first things I learned was that all [...]

Guide Them in for a Landing

Posted: June 10th, 2010

[by Rosh Sillars] Create special landing pages for your marketing activities. A landing page is designed to receive incoming advertising traffic and is generally not linked directly to the rest of your Web site. Make sure you install Google Analytics to help track landing page activity. Use these special Web pages for all your promotions. [...]

Road Trip

Posted: June 9th, 2010

[by Suzanne Sease and Amanda Sosa Stone] Summer time in an assignment world is thought of as the quietest time in the year, when in fact it could be some of the busiest. We think that since the European markets take a sabbatical, the American market does too – but we should all know better [...]

Start Your Engines!

Posted: June 8th, 2010

[by Carolyn Potts] After the Memorial Day Weekend now the summer games begin! Yeah! I hope that we all got to kick back, take a break from the work stress/recession-anxiety for a moment, and enjoyed the 3-day weekend. But after you had some time to relax and refuel, I hope you don’t let your marketing [...]

Using Video to Promote Photography

Posted: June 7th, 2010

[by Gail Mooney] Video is the hot topic these days. You’d think it was a new thing. But there’s nothing new about video – it’s been around almost as long as TV. What is new is that broadband has made online video viewing integral to the Internet experience. In the last year alone we’ve seen [...]

Marketing Doesn’t Take a Vacation

Posted: June 4th, 2010

[by Paul Bartholomew] Where is your marketing going this summer? Is it going on a nice long vacation? When do you think it will be back? I hope it doesn’t have a vacation home somewhere in the South of France. You can, but your marketing shouldn’t. Your marketing should be consistent. People can get caught [...]

Summer Marketing

Posted: June 3rd, 2010

[by Leslie Burns] Often, summer means a slow-down in business. This is usually a function of client staff taking vacations and a general shift in working mentality during the warm days. The wonky economy hasn’t been too helpful either, but this year I am hearing more good news than bad from photogs across the country. [...]

Help a Student, Help Yourself

Posted: June 2nd, 2010

[by Judy Herrmann] Looking to ramp up your marketing this summer?  Consider bringing on an intern.  Many programs require students to complete internships and right now, with the economy and job market so tight, students are having a tough time finding positions. Having worked with countless mentorship students and interns over the years, I’ve learned [...]

Here Comes Summer …

Posted: June 1st, 2010

[by Susan Carr] I hope you had an enjoyable Memorial Day weekend. We often think of summer as down time for marketing and sales, but in this tough economic climate, these areas of our business can’t really afford any time off. Yes, you can take a vacation, but do not take three months off from [...]

Cold Calls?

Posted: May 7th, 2010

[by Kevin Lock] Having a hard time reaching out to new clients?  Pick up the phone and personally reconnect with past clients that you may have not heard from or worked with in a while. You will be surprised how this will boost your confidence and assist you in making long over due “cold calls” [...]

Deep or Wide?

Posted: March 31st, 2010

[by Charles Gupton] The primary business of every business – be it banking, plumbing, restaurant or photography – is the work of acquiring and retaining customers. No buyers, no sales, no business. To that end, most business owners use the strategy of casting their nets in more directions in an attempt to draw in practically [...]

Social Media: Relax…

Posted: March 5th, 2010

[by Thomas Werner] Much has been made of social media and it’s importance in terms of building your market and creating greater visibility for yourself and your business. While I agree social media has become essential to a well-rounded marketing a program, I find the emphasis many have placed on this topic a little extreme. [...]

Successful Marketing is Not About You, It’s About Them

Posted: March 4th, 2010

[by Rosh Sillars] The truth is your prospects really don’t care about your great photographs, your excellent service, or how long you have been in business. They want your photography to make them look good. They want to  experience your excellent service. They want to see what exciting images you can create for them now. [...]

Why Define Your Ideal Client?

Posted: March 3rd, 2010

[by Carolyn Potts] Once you define your ideal client, you will have better focus finding and working with them The most essential step in creating an effective marketing plan is to first decide who you want to work with. If you don’t have a specific answer to that question, you won’t know where to begin [...]

What’s the Difference?

Posted: March 2nd, 2010

[by Judy Herrmann] Focusing on differentiation is a great way to improve your marketing efforts.   Make a list of 10 really good reasons why someone should hire you instead of someone else.  Your images don’t count – producing good images is a given these days – this is all about added value. While you’re [...]

Killer Contradictions

Posted: March 1st, 2010

[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 [...]

The Winning Path

Posted: February 23rd, 2010

[by Rosh Sillars] People generally take the path of least resistance.  Opportunities arise all the time, but we don’t always follow through on them. Think about the great opportunities you have missed.  What were your excuses? Did you have too much on your plate already? A scheduling conflict? You simply forgot? Most likely the root [...]

What About Flickr?

Posted: December 9th, 2009

[by Thomas Werner] Art buyers and art directors look for photos in the places they are most familiar and comfortable with. Put your photos up on Flickr, a large number of art buyers and photo researchers look for, and purchase, images there.

Great Idea for Your Holiday Promo

Posted: December 4th, 2009

[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, [...]

Three tips for Holiday Promos & Gifts

Posted: December 3rd, 2009

[by Judy Herrmann] 1) Don’t get lost in the “Holiday” shuffle – this time of year, everyone’s getting way too much stuff from way too many people.  Do something simple for the Holiday-with-a-capital-H season then pick a different date to show your clients how much you value and appreciate them.  You can use a smaller [...]

Make it Personal or It Isn’t a Gift

Posted: December 2nd, 2009

[by Thomas Werner] When giving a gift to client don’t give something that is too expensive and don’t give something that is a self promotion. Expensive may make a client nervous, and self promotion really isn’t a gift. Try a small ten or twelve dollar book of photography. It feels more personal, can be tailored [...]

Navigating the Gift-giving Minefield

Posted: December 1st, 2009

[by Charles Gupton] This time of the year between Thanksgiving and Christmas draws our attention to not only giving thanks for the rich blessings in our lives, but saying “thank you” to people who’ve helped us make progress in our lives during the year. But it can be a very awkward time because of the [...]

‘Tis the Season …

Posted: November 30th, 2009

[by Gail Mooney] When my daughter was a young child she always used to draw a picture for our Christmas card.  Most times they were quite abstract and if we hadn’t titled her illustrations and written a Christmas greeting, the receiver might not have known it was a holiday card at all.  As she got [...]

Here’s a question for you: How many clients do you need?

Posted: November 25th, 2009

[by Judy Herrmann] No, really – 1,000?  500? 50? 10? If you’re like me, the number’s a lot closer to the right than the left.  In fact, what I really need, what I really want is a core group of repeat clients who I like and respect and who like and respect my work. If [...]

Good Data Supports Good Choices

Posted: November 24th, 2009

[by Rosh Sillars] Your opinion can cost you money.  The colors you choose for your Web site, the words you use, and the images you select all pay a role in the success of your site.  It is important to use good data to help you construct a Web site that attracts and retains your [...]

Web Design Essentials

Posted: November 23rd, 2009

[by Carolyn Potts] What’s the business objective of my web site? As visual artists we’re primarily drawn to the play of light, shadow, color and contrast as they often serve as the basis of our sheer delight. We’re also easily distracted by bright, shiny, and pretty things. A marketing trap that one can fall into [...]

Start Pounding the Pavement

Posted: October 29th, 2009

[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) [...]

Blog Smart

Posted: October 9th, 2009

[by Judy Herrmann] In the past few months, I’ve worked with a number of photographers who are struggling with their blogs.  Their technology is fine – they’ve been successfully managing their blogs for several years and have worked out the kinks.  They post regularly and have a rhythm down.  Their site analytics reveal lots of [...]

Your Blog As A Client Resource

Posted: October 7th, 2009

[By Paul S. Bartholomew] Blogs are a great extension to a website. They keep people updated on recent activities and are a great way to bring up some constructive discussion. Another great way to use a blog is to educate and inform. For me it comes down to the topic of the week and what’s [...]

The One Thing

Posted: September 25th, 2009

[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 [...]

Multi-Faceted Marketing

Posted: September 24th, 2009

[by Gail Mooney] Marketing has taken on a much broader meaning these days, mostly because of social media.  A few years ago, my marketing may have consisted of an ad in a source book, a mailer every other month and an emailer. I’ve pretty much cut back on any print marketing – meaning source book [...]

It’s Not You, It’s Me…

Posted: September 23rd, 2009

[by Judy Herrmann] Anyone who’s ever been on either side of that line knows it’s a lie.  It’s never really ME, it’s always really YOU, right? Colleen Wainwright, aka The Communicatrix, has identified one arena where this hackneyed saw actually becomes the truth: marketing communications.  A former actress, copywriter and designer, Colleen has worked in [...]

A Personal Presence – Taking the Extra Step

Posted: September 22nd, 2009

[by Paul Bartholomew] Photographers are always are thinking about ways to get that extra edge. Sometimes it’s difficult to seal the deal especially during slower times. Think about the process you go through when a potential client contacts you. What can you do to get that edge and be remembered? How about setting up a [...]

Email Marketing

Posted: September 21st, 2009

[by Carolyn Potts] To get high email promo delivery rates, you have to consider many variables. You’re probably already aware that without doing your email marketing homework, you’re more susceptible falling back on the all-too-common, mass-blast strategy, nick-named “spray and pray” ;-)  Do that, and you’re inadvertently adding to the delivery problem. If enough people [...]

Marketing Quick Tip from Leslie

Posted: August 21st, 2009

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.

Following Through

Posted: August 19th, 2009

We tend to put great effort into our marketing and trying to get new clients, but what about after the photo shoot? How are you presenting the final images? Think about what the packaging and presentation look like and follow through with your branding. It’s another opportunity to make a great and lasting impression.

Does Your Website Wow?

Posted: August 11th, 2009

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. [...]

Quick Tip Week Starts With a Party

Posted: July 27th, 2009

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

Summer Book : TRIBES by Seth Godin

Posted: July 23rd, 2009

It is summer 2009 and while some of us are packing the car for vacations to the sea shore or the mountains, many of us are choosing to “staycation”, or rather staying close to home or taking day trips to area attractions. Today’s economy is forcing us to re-evaluate, not just the family summer vacation [...]

Another Really Quick Tip From Leslie

Posted: July 9th, 2009

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

Didn’t Get the Job? Say Thanks!

Posted: June 19th, 2009

Want to be remembered by the potential client with whom you’ve just had an unsuccessful negotiation?  Take the time to send a “Thank You” card.  That’s right, a snail-mail Thank You card.  Create a one off, nice looking card on your color printer on nice paper, and hand write a note, something like, “Thank you [...]

Marketing Quick Hit from Leslie

Posted: June 17th, 2009

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.

Selling Solutions

Posted: May 26th, 2009

Whenever I buy something I try to pay attention to how I respond to different sales approaches and use that to improve my own client interactions. We recently put a home renovation project out to bid and I think we’re learning more about sales from this process than just about anything else we’ve ever done! [...]

Pieces of Your Promotional Puzzle

Posted: May 15th, 2009

We end the week with two marketing posts, so don’t miss Richard Kelly’s post on social media sites below … both of these messages have ASMP benefits with deadlines, so we didn’t want to wait to share them with you. There is not one way or one approach for marketing your business. A successful business [...]

The Hat Trick

Posted: May 12th, 2009

When you get overwhelmed with marketing and/or business things and you don’t know where to begin because there is so much to do, try this: 1) make a list of tasks you want/need to accomplish–these should be very specific like “pay outstanding A/P” or “research 10 new potential targets” or “shoot something for myself” 2) [...]

What’s Your Story?

Posted: May 11th, 2009

I just got back from a 3 day policy conference for a lobbying group where I received training on how to conduct citizen activism including educational outreach, fundraising and lobbying.  The parallels between selling politicians on a position and selling potential clients on your services were striking. Among other things, the conference stressed: 1) You [...]

Don’t Ignore This Book Review

Posted: May 1st, 2009

The second edition of Tom Reilly’s Value Added Selling: how to sell more profitably, confidently, and professionally by completing of value, not price (McGraw-Hill ISBN: 0-0714088-19, 256 pages) boasts 70-percent new content from the first edition.  I was given my copy by a fellow airline passenger who had finished it while on a flight we [...]

“Marketing Management is now Tribal Leadership” Seth Godin

Posted: April 29th, 2009

If you haven’t yet read TRIBES  - We need you to lead us by Seth Godin, today is the day to do just that, at 160 pages it is easily a weekend read. The basic tribe concept is that groups of people form  tribes around a person or an idea or a product to create [...]

A Walk in Your Client’s Shoes

Posted: April 27th, 2009

One of the things that always amazes me about our business is the tremendous risk that buyers of photography services take on an almost daily basis. Think about it – you’ve got a box that you have to fill.  It might be a box on a screen or on a printed page but it’s an [...]

Are You Talking With The Boss?

Posted: April 17th, 2009

A sometimes overlooked, but very important factor in any negotiation is making sure the person to whom you are speaking is in fact the decision maker.  If he isn’t you ideally need to get that decision maker involved in the negotiation. One method I use to tactfully determine if the person I’m talking with is [...]

Diversifying Your Portfolio

Posted: April 8th, 2009

When we hear the word “portfolio” most of us immediately think of our “book” or the body of images that we use to market ourselves as photographers. But the portfolio I’m talking about is the collection of skills and services that you market to your clients. Most of us don’t like to think about this [...]

What can you do today, in this business climate, to get work now?

Posted: March 27th, 2009

Nothing. I know that sounds harsh, but anything you could do that might possibly bring in business now will, in the long run, hurt your business. Things like lowering your price, offering unlimited rights for the price of a year of web use, or shooting (heaven forbid!) on spec, might possibly get someone in your [...]