A lot of years back, my good buddy Dean Collins used to say, “It takes more than a roll of duct tape and a yellow pages ad to be a photographer!” Since then I’ve been quoted more than once saying that “Doctors and photographers must be the two worst groups of business people on the planet!”
Okay, so before you get offended, let me explain what I was getting at. Doctors, after years of training, go out into the world, hang out their shingle and just expect people to start wandering in. There’s also an old stereotype that puts doctors as the first group of people scammed on bad investments because a) they typically have high income and b) they don’t seem to do their homework before writing a check!
There are so many photographers new to the industry doing exactly the same thing – they don’t do their homework. They build a website, but can’t understand why there isn’t a traffic jam at their front door. They over-invest in gear they don’t really need. Lastly, and too often, there’s no plan in place for marketing and building their brand.
Jerry Ghionis made an incredible comment in his program in Ohio last Spring. I’m paraphrasing a little, but essentially the point was photographers start their business at the same time they’re starting learning to be an artist. They expect to capture and create beautiful images at the same time they’re launching a business. Yet, they often lack the skills necessary to do either.
“Things are really backwards when you’re a photographer, because you should be learning about business and marketing first,” Jerry commented.
In a perfect world photographers would get degrees in business and marketing, then learn to be artists. So, knowing it’s not a perfect world, let’s just focus on some key points to let people in your community know you’re there! Let’s build a little grass roots brand awareness.
1. Start knocking on doors! It couldn’t be more basic or literal – you’ve got to get to know your neighbors in the business community. It’s especially important to introduce yourself to other companies who share a common target audience. For example, a children’s photographer should get to know the local children’s shops, restaurants, even pediatricians. Commercial photographers should be talking to everybody with a product line to photograph and don’t forget every business owner needs a decent head shot sooner or later. Wedding photographers need to meet the florist, baker, limo company, travel agent, bridal salon, hair salon and wedding planner.
2. Be involved! This is about your community and playing a role that shows you give back. I’ve written about this so much many of you could write my next comment. You’re looking for the community to be good to you – so you’ve got to be good to your community.
3. Find and development alliances! Whether it’s with other photographers or just other businesses, look for opportunities where you share the costs. For example, a direct mail campaign targeting high school seniors before next year’s Senior Prom would be perfect for a tux shop, limo company, photographer and florist. All four companies can design a brochure and create cross-promotions for each other’s products and services. The end result is that all four entities become ambassadors for each other and your cost is reduced to 25% versus doing your own promotions solo.
4. Become a publicity machine! Unless you’ve got major bucks and have hired a PR firm before your first customer came through the front door, then you have to watch out for you. That means you have to look for opportunities to write about things you’re doing that are newsworthy, yet self-promoting. Don’t be embarrassed to tell people how good you are. You’re the only who can watch out for you.
When you do send out a press release, always include a photo of you involved with somebody in the community that’s relevant to the topic. Plus, don’t forget to send it to companies and organizations outside the local paper. For example, Chamber of Commerce, local business leaders, etc.
In part II – I’ll add six more things you can be doing, giving you a total of ten different ideas to help you build a reputation, but be careful. Being a professional photographer isn’t just about marketing – you’ve got to be the best photographer you can be. You have to understand the craft and create images that “wow” people! You have to exceed client expectations!
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This post sponsored by Album Epoca
. It’s NOT a photo book. It’s about getting off the couch and doing something TODAY that will help push your brand out to the masses.
