Learning from great reps

Cecilia Marshall is an Art Producer in NYC and her blog is worth a read. There aren’t a lot of business details in it, but you can get a sense of the industry at, perhaps, a different level or point-of-view than your own. It can be eye-opening, I think, for many of you.

Her post today is definitely worth looking at. She toured Stockland Martel, one of the best-known/respected repping firms out there. While she doesn’t share much in words, the images she has posted are revealing. Look at the promos and portfolios. Look at how many there are of each and how organized everything seems to be. Even though the shots don’t show detail, you can just tell that the quality of the materials is high. In other words, there is great investment in the promotion of the photographers (et al).

I point this out, well, to nag a bit. To break through and to build and sustain a successful photography (or other creative) business requires investing in its marketing. I’m not saying you have to hire me or any consultant; rather, the materials you put out to the world, in every way, must be of a certain quality.

Sadly, too often I don’t see that quality. Too often I hear “I can’t afford to ______ .” I don’t want to be harsh, but the reality today is that you can’t cheap your way in. Clients have a ton of photographers to choose from. To get their attention you need, first and foremost, great images; then you need to show them in ways that enhance them. As I wrote in my latest book, you can put a supermodel in WalMart clothes and sure, she’ll look better than the average woman, but put her in Chanel and no one will be able to ignore her.

Not having the cash is a barrier, sure. Are you going to let it block you or are you going to find a way to get past it? Maybe you need to save up and/or work outside jobs, maybe you need to sell something, maybe you need to get a loan or find someone to invest in your business. There are ways around it. You’re a creative, you can find a solution.