In Los Angeles last Thursday, Selina made a very important point that I want to re-emphasize here. She discussed, referencing her new book, the importance of persistence in a successful business…and this is something very difficult for many creatives. Waiting/sticking to the same thing over time is not often a creative virtue and long term planning is almost a curse to some. Unfortunately, in business the immediate win is a rare thing and, more importantly, often when it does happen, it then does not last.
Instead, if you look to truly successful businesses you will find that the steps taken are slow and constant, like a path laid stone by stone, and followed with equal constancy.
In a less zen-like way of speaking, this means two things:
1) There are no quick fixes. If you need work now, there is little you can do to make that happen on the level your business wants and needs. You might be able to get something now/soon, but it probably will not be vision-based work or pay well.
2) You have to make a plan, work the plan, and give it time to pay off. Think 18 months to 2 years before re-evaluating.
Lots of people who contact me do so saying things like “I’m broke! I need to get some work now!” I cannot help these people in the way they are hoping. No one can. If you are broke, get a job to pay your bills while you work on building your business. Someone asked me that question in LA and I knew they wouldn’t like the answer but it is true: you pay to follow your dream however you can and if that means waiting tables then do that. And work on your business.
It won’t be forever. If your creative work is good and you market with consistency, you will build business over time and, eventually, it will be successful enough to permit you to quit the “necessity job.”
Persistence. Patience. Deep breath.
Very good point to make. Even large corporations are known to give up on their marketing plans too soon; it’s very easy to say, “this isn’t working, I’m throwing money down the toilet”.
The sales cycle in our business is measured in years. In fact, it’s so long that most photographers never consider the excruciating wait as a “sales cycle” at all in our business.
leslie,
great to finally meet you. very informative stuff and gave me a good tangible timeframe as to how long i may need to wait to see the effects of marketing/promotion. 🙂
all the best
johnny o