I think public relations and content marketing are the most overlooked and under-appreciated marketing tools! Check out the tips and techniques from Erika Taylor Montgomery, CEO of www.ThreeGirlsMedia.com. She talks about how to make more of your self-promotion resources in Chapter 20 of my 5th Edition, The Photographer’s Guide to Marketing and Self-Promotion.
Erika says the “true value of publicity to a photo business is credibility, visibility, and brand exposure. Publicity, not advertising, gives clients the confidence in your skills and expertise as a photographer. How often to you pay attention to the advertisements in the magazines, newspapers, and websites you read? If you’re like 98 percent of Americans, the answer is never. Being mentioned in an editorial feature is excellent publicity because it’s the features and articles that consumers pay attention to…A strategic publicity campaign can also help photographers become well-known for certain skills or styles… Editorial space in all media outlets is highly coveted. It makes sense that whether it is a brief mention or a full-length article, photographers chosen by a media outlet gain valuable exposure from the experience.” For the rest of the interview…
Keith Cooper wrote a detailed and thorough review of my 5th edition Photographer’s Guide to Marketing & Self-Promotion. Lots of good feedback! I love his conclusion, “Take time to follow the whole process – it’s how all this stuff fits together which will make the difference to your photo business. Reading this book uncovered several areas of our own business needing improvement – now comes the tricky bit, doing something about it…”
“I’ll sometimes send a rough (not formal) estimate based on a fictitious project. This way they can’t go crazy with expectations and the shot list. It’s important to still at least try to get as much info as possible from the client such as potential usage and subject matter. I’ll even give different variations of options because I find that people like to be given options to think about. If it’s within their comfort zone, then we work out a shot list for a formal estimate.” For more of Paul’s interview, https://www.amazon.com/dp/1621535479
It’s almost here! Long time labor of love…check out my new 5th Edition of Photographer’s Guide to Marketing & Self-Promotion and available for pre-order! I am very excited about the up-to-date coverage of social media and marketing techniques and the thirty-seven interviews and new case studies with both consumer (wedding/portrait) and commercial photographers and photo reps. https://www.amazon.com/dp/1621535479
Back from Summer Break and I have a new product announcement! Luke Copping was one of my featured photographers last year for my Business Trends column (he made the April issue cover!) and now he, Shauna Haider (of We Are Branch and The Nubby Twiglet Blog and Paul Jarvis (former writer for Lifehacker, Forbes, and Fast Company) have just launched a new workflow tool for emerging commercial photographers called Project Prescription.
From Luke, “Developed by a team of photographers and designers with a combined 40 years of experience in the business, this set of digital documents, checklists and processes enables photographers to streamline their workflow with a ‘tried-and-true’ blueprint for landing, handling, and pleasing clients from start to finish. Offering a comprehensive workflow system and customizable documents for photographers, Project Prescription eliminates much of the guesswork that comes with incorporating sound business practices for photographers. The package will be especially useful to young and emerging photographers, those transitioning from journalism staff positions to the freelance world, and to those moving from consumer to commercial-based markets.”
Yes – We are still on Summer Break and I am working on my next book so for now DO get to nearest newsstand and get your copy of September issue of @shutterbugmag and check out my Business Trends article on “Turning Portraits into Profits”. Special thanks to our contributing photographers: Rick Dahms, Omayra Espino-Vázquez, Robert Houser, David Neff, Sara Press, and Michael Schmitt – you are all my heroes! Don’t miss the portrait photo assignment “war stories” they have to tell – love it!