A TYPICAL CASE??--take Clark, for instance. He's what clients fear, and I'm certain, what most expect when they're out there searching for a photographer to do a sophisticated, artistic treatment of their project. Don't get me wrong!--I got over making any correlation to one's artistic ability and their personal appearance long ago--but I don't have to answer to anyone but myself. I also got over the fact that unless I was willing to play my clients' games, and ask "how high" when they said "jump," that I was going nowhere in this business fast--no matter how good my work.
I'm assuming that we're all good photographers and that we all do something unique. The big trick is not really being creative and innovative--we do that instinctively. The big trick is getting in the door. The big trick is getting that first assignment from that particular client and proving to him or her that you can give them what they want, when they want it, and most important, HOW they want it!
A good presentation goes a long way, and believe me, you don't get much time to show it these days. Art directors and clients are busy, and new photographers calling on them are a dime a dozen. Make your portfolio count. I still show 35mm and 4x5 transparencies mounted in black pages. I carry my own light box in hopes that I can turn off the lights in the room and hit them with a "blast" of 20 images right away. If I can get to that point, I've done it! They're hooked, and want to see more. Also, for those of you new to the business, UNDER NO CIRCUMSTANCES show any work from any sort of photo school or photo class! They've seen all those "projects" before--they want to see work done with a deadline and real design criteria. If you don't have any work like that, give yourself a self-assignment with a deadline, meet it, and be prepared to argue your point in front of the AD! Also, leave something behind--a card is good, but a printed piece is much better and much more fileable. I now have a CD-ROM with an interactive menu and about 60 photos that I leave behind or send to new clients. I did the program myself using Macromedia Director and write my own discs. I can change them at any time for a particular client and can add new images, as needed. There's even a short AVI video piece on the CD! I've also taken recently to omitting my postal address from cards and promos--everyone has email these days, and it's lots more efficient. Nobody's going to write you from your card--phone, fax and email is enough. Follow-ups are important, too! I send some pretty stupid postcards to my clients, but I send them on a regular basis--and I get lots of comments-and jobs--from them!
Art studios, design firms, magazine publishers, and advertising agencies are no longer littered garrets strewn with paper and smelling like Bestine, but are upscale places of business. They relate directly to their clients, who wear three-piece suits and talk of millions of dollars where you and I talk of thousands. Go to those places of business looking like you fit in. Do your research--are they cool? Are they hip? Do THEY have nose rings? Within reason, play their game. (I'm a good example--I don't even OWN a necktie--but I survive photographing CEOS and Boards of Directors by wearing nice, clean, white turtlenecks and a sport coat--sufficiently "artsy") Another tack to showing yourself in a good light is to have a portfolio presentation that is in good taste, properly prepared, neat and clean. Neat and clean stationery and promos go a long way, too. Professionally prepared, too! Hire a professional designer, just like you'd expect them to hire a professional photographer. Your communications with them should also reflect your presence as well--learn to speak, write, and spell if you don't already know how. I won't consider using someone as a photographic assistant unless they've had some formal liberal arts education, for example!
Don't whine, don't complain, and don't sit down on the job! Wear your clients out when they're on location with you! Make them hurt! Make those 25-year old AD's wish they'd spent more time on the treadmill at the gym! Don't let your assistants whine, complain, or sit down on the job either. Smile when your client looks at the Polaroid at 5PM and asks "what if....?"! Also, be willing to spend time on the business part of your business. Be an ASMP or NPPA or APA member in good standing. Keep good books. Avoid the IRS. Fund your IRA. Feed your cat!
Most importantly, don't forget that things change, but generally for
the best. Look for new ways to reach your clients and communicate with them.
Don't be afraid of new technologies. The World Wide Web is here today--something
will follow it tomorrow, and I'll be there to use it to my advantage. There's
already an initiative underway for the World Wide Web II! I look forward
to seeing you there.
Clark really is a pretty cool guy. I ran into him on a college shoot in Kansas City. He's not a student but is active in the college's theater productions. A really nice and sincere guy, he'll go somewhere, I'm just not sure where!