With several major trade shows and conventions coming up it’s the perfect time to talk about laying the groundwork if your goal is to someday get published.

Having your work featured in any publication doesn’t happen by accident. It’s the result of the very best networking! There’s that word, “networking.” While it’s one of the most abused words in business, here’s how it works in getting your work out there.

Right off the bat, think about your definition of being published. Yes, the cover of Time Magazine is the ultimate, but there are thousands of steps along the way that initially can still create personal satisfaction. For example, there are manufacturer and supplier websites, booth displays at trade shows, newsletters, sales brochures and thousands of magazines.

Unless you literally caught that one in a million shot, that’s so often a function of timing and luck, then you need to consider all the various options for getting your work seen outside of your own website and marketing material.

Here are some tips to help you get started:

Make a list of every manufacturer or supplier whose name is on any of the products you use in your business.
Review the exhibitor list at any upcoming trade show or convention you’re about to attend. Highlight all the matches with your first list and make it a point to go to every booth on the list to talk with the staff from those companies.
If you can set up appointments in advance to meet at a trade show, make the calls. You’re always better off meeting when you’ve established some foundation in advance and have a contact name, instead of just walking in cold.
Scared or just too shy to make the appointment? Here’s an easy way to position the reason for the meeting. First, do a little research to find out who you should be talking with. It’s usually somebody in marketing who has responsibility for material in the company’s literature or on the website. You’re going to use a completely soft-sell approach, “ _______, I know you’re going to be at WPPI in a few weeks and I’d really love to meet you. I’ve a big fan of _________.” That’s all you need.
When you do meet, have some of your work with you, but don’t overdo it! All you need is a few prints and ideally a marketing type postcard with your contact information and a few images. Don’t waltz in with a fifty image portfolio and even worse, don’t show hundreds of images on your i-Pad unless asked. The reason I love an old style postcard so much is that it’s something you can leave behind. Trade shows, especially a show like WPPI is incredibly busy and expecting to get anyone’s attention for very long isn’t realistic.
Follow up when you’re back home after the show with a thank you note, even an email is better than doing nothing. All you’re doing is thanking the person you met with for their time and reminding them you’re available to help with other projects in the future.

That’s your first step to building a foundation. It’s networking at its best and it’s all about being soft-sell. You’re going to want to do the same with your favorite magazines, websites and blogs, because every one of them has the ability to publish your images and help you build your brand.

Most important of all, remember that you have to walk before you run. In this day and age, everyone is impatient. So many photographers want the fame before they’ve really earned it. Fame is about building your brand and making yourself and your work habit-forming!

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