Here are a few things you should say if you want to make sure a consultant will never want to work with you…
1. “I have a marketing budget of $1500 for the next year.”
2. “I’ll pay you a cut from a big project that you bring me!”
3. “I shoot everything and clients need to know that!”
4. “I have to show the industrial work–that’s my bread and butter–so tell me how else I can get the outdoor lifestyle work I want to get without taking the industrial off my website and out of my book.”
5. “Teach my wife how to be my rep.”
6. “I want to do as little marketing as possible.”
7. “I can make my own website.” (or promos)
8. “Pizza is good enough for me, it should be good enough for my clients.”
9. “I love my photo-vest!”
10. “I don’t like people.”
All seem fairly obvious except the marketing budget. Yes, $1500 probably won’t last a month in a yearly campaign, but it begs the question – what is a budget that a consultant would not disregard? And it also would depend on what is considered part of a marketing budget. If websites and portfolios are included than that changes the figure significantly.
Ken Cavanagh
Of course websites and portfolios are included! Those are the two cornerstones of a marketing plan for a photographer.
As for what budget would be okay, each client is different but generally speaking, more is better and at least several thousand should be on the table. I would say that trying to budget 10% of your revenue is a good ballpark, but anything that is higher than the usual 1-2% gives a consultant the knowledge that the photographer is aware of the costs and is serious about making a change.
-Leslie
What’s wrong with my photo vest??
I’m one of those “budget 10% of your gross for ad/promo” gals. And, being the descendant of frugal Scots that I am, I try in every way possible to avoid spending that amount. (Yes, the stereotype is true. We do not like to spend money.)
The above being said, I think that budgeting money is important. And actually DOING something about promotion is even more important.
For several years, I was mired in the “talking about doing this, that or the other thing to promote my business” trap. I almost didn’t get out. What made the difference was identifying who I wanted to do business with and (gasp!) picking up the phone and pitching my design services.
This “go get ’em” approach also works with photography. I’m working through a list of around 80 publishers that I’d like to sell stock to. So far, no big ones in the “yes” column, but I’ve gotten some nice nibbles.
I hope someone writes up 10 ways to loose photographers and their clients. I have spent a lot of time considering reps this year and in building my list I found far more turn offs then turn ons.
One sent me an email saying they are back in business and are interested in talking.
Most of the reps web sites suck and the presentations blows and many reps feature the same type of photography so if one photographer is busy the other will get the gig, no thanks.
Unless I found a awesome rep it would cost me less to have a intern do my marketing tasks then hire a rep.
The easiest answer to growing is taking action and not waiting to take action. With sales its not the thought that counts its the action.
How many photographers can say they make at least 5 outgoing calls or emails a day? If all you do is contact 5 people a day you’ll get more work.
I think too many of us think a rep is the answer but in reality the rep is just another sales person on your team. You still have to kick your butt into gear and hustle.
But what if the pizza has three toppings? Huh? Did you ever think of that?
And I do like my photo vest. It’s a relic from the ’80’s (when I was a photojournalist). It’s old and tattered and hangs on a door knob in my office and reminds me of where I came from.
Tony: That is exactly where it should be. Something for a wall, a remembrance, a hint of who you were for your clients and a reminder of your roots for yourself. But there are far too many photogs who are wearing them out, in public, thinking that they look cool when really they look old and out of touch. Unless you are covering a war or something similar, hire an assistant to tote your gear and wear something better. -Leslie
Giulio makes a great point. I for one think he’s exactly right. The wall I’m constantly push against is time. A small one or two person company can get overwhelmed with all that needs to be done.
My best skill is behind the camera and being a visionary for the direction of my company. Among my worst skills are in sales mainly because I don’t like it. In that case, perhaps a rep. would be a good strategic move. True?
If I was a consultant and heard all 10 of Leslie’s post points, I’d probably look for more fertile ground too. Before hiring a consultant may I suggest reading ALL of Seth Godin’s books. Also, a great book is “Differentiate or Die” by Jack Trout. All the std. marketing principles apply to Photographers.