In my talks and my consulting (actually, in all my work), I emphasize the importance of finding the right clients, not trying to get any possible client out there. Well, Fletcher Martin, an ad agency in Atlanta have figured out a great and amusing way to pre-qualify their clients. Under the guise of a questionnaire/game, they share their manifesto–what they believe they should be for their clients, what the relationship should be, and even get in a good swipe at how spec work is of no value. All with humor.
I love the payoff in particular–they say that they are only looking for 4 new clients. Just like our industry, theirs is changing and fluid, but they understand that they don’t have to ride all the different waves. They just need to ride their own wave and find the (few) right folks who appreciate and respect what that means. 4 new clients–that’s it.
(hat tip to Brandon Barr for the link)
Now we need to develop a similar campaign for the various photographic niches. Then start taking control of our market again. This is raw empowerment!