For those of you that may have missed my program at the PhotoWest+ Expo, here are some of the highlights. These are tips most responded to by the audience of professional creatives. The topic addresses the need to preserve your sanity, profitability and creativity while marketing yourself in the pressures and stress of today's weird (and wonderful!) marketplace.

• Clients need to identify your marketing message instantly.
  To minimize the stress of the buying and selling of your services, a strong marketing message is important. Often referred to as a direction or specialty, an easily identifiable marketing message allows you to target prospective clients more efficiently. Most of all, it gives the client a reason to call you when they have THAT type of need. This message takes one of four directions: style (how you see), subject (what you are making an image of), industry (who the client is) and the use of the work(such as corporate communications or packaging). With the new technology, clients have greatly expanded the uses for creative services. Some of these extended uses include: greater use of stock photography, more direct mail, more catalogs, book projects, electronic catalogs, on-line services, CD-ROM, interactive television, kiosks, Web pages.

• My favorite places to look for new clients on the Web.
  I admit I love research. Maybe it was my term as President of the Library Club in school. Most of all, I want to maximize my time by talking to a potential client for my specific marketing message! This will reduce the sacrifice of time and energy spent on marketing. Here's my current list:
  www.tscentral.com (trade shows where your clients exhibit)
  www.targetonline.com (Target Marketing magazine's site)
  www.trend-watch.com (just what it says!)
  www.amcity.com (Business Journal magazine by city)
  www.ama.org (American Marketing Association)
  www.census.gov (US Government census info)
  chamber-of-commerce.com/search.htm (Chambers by city)

• Add value to your marketing message
  Finally, marketing and maintaining your creative integrity requires more than just showing "pretty pictures". This is called adding value or the "benefits" clients get when working with you. What will set you apart from your competition? What will give clients a reason to work with you again? Here are some of the needs clients have expressed are important when hiring today's creative professional. Clients are looking for proficiency in new technology, knowledge of their industry and customers and timely, cost-effective solutions. Short list but long on effectiveness. How can you adapt these "benefits of hiring you" to your marketing plan and promotions?