I think one of the most challenging aspects to being a commercial photographer is the marketing. It’s ironic because we are in a commercial marketing environment, yet reaching the people we want to hire us can seem voodoo and difficult. In my experience, no matter how good you are or how “cool” you are, if no one knows about you, then you’re never going to get work. I’ve tried all kinds of photo business marketing and read many opinions about what you should or shouldn’t do. I thought I’d share what has worked for me.

1. Portfolio – It all starts here. What do you like shoot? How are you different than the million other photographers out there? Who do you want to shoot for? Does this shot suck? These are just some of the questions that you should ask when you edit your portfolio. And don’t try to do it alone. Ask peers and mentors to help you make the edit or hire a photography consultant and get an honest opinion on your work. A second pair of eyes will make all the difference
2. Website – Your website and your web presence is so critical. I can’t stress this enough. Your website should A) be easy to navigate, B) have big photos that download fast, and C) have your contact information on every page. If you’re site is in Flash, make sure you make your contact footer is in HTML so that visitors with smartphones can at least call or email you from your website. Better yet, make a mobile site to compliment your Flash site.
3. Blog – Blog about what you’re shooting. Blog about what new clients you have. Blog about anything related to your business. Google LOVES blogs, especially one’s that are XHTML compliant (i.e. Blogger, WordPress, Live Journal, etc.). The more your blog, the more search engines will visit your site and that makes you more relevant. Also, make sure you link out to specific phrases, not just “click here” or “this article”. For example, Lincoln Barbour is an awesome architectural photographer.
4. Source Sites – Here are some of the top sources sites you should get into: Wonderful Machine, Workbook, The Black Book, Alternative Pick, Le Book, PDN Photoserve, and Creative Hotlist. There are a bunch of others, but I would say these are fairly well known and trusted. I’m not even paying to be on PDN Photoserver and I’ve gotten work from being listed there.
5. Professional Photographer Organizations - You absolutely must join either ASMP, APA, EP, or (ideally) all three. It gives you credibility because not just anyone can join these organizations. They are only for working photographers and you have to peer reviewed before they let you in. ASMP, APA, and EP have built outstanding reputations as a source for excellent photographers and being associated with them makes you look like the professional you are. Not only that, but you’ll learn incredible amounts of photo business knowledge and get some pretty sweet discounts on everything from computers, to insurance, to car rentals.
6. Direct Mail & Email – A necessary evil, but you should do it. A good schedule would be a print mailer every 4 months and an email campaign every 2 months. Use Adbase or Agency Access to build a targeting mailing list and focus on clients you want to work for. For example, if you shoot food, don’t send a promo to Car & Driver.
7. Social Media – There’s a good way and a bad way to do social media and if you do it right, you’ll be rewarded with web traffic, great feedback, and a sense of interconnection to clients and colleagues. As a business, your social media interactions should stay on message, stay positive, and be useful to your followers. Nobody that will hire you cares what you had for breakfast, how rad this party is, or how much you hate rush hour traffic. And please, for all that is holey, don’t tweet about the weather. Use your judgment, be real, and keep personal separate from business.

The real trick is knowing that not just one marketing tactic will get you work. You have to do all of it, all of the time, forever and ever. It’s part of doing business. Yeah it’s expensive, but make it part of your CODB and charge a rate that covers it. As my Dad use to say, “It takes money to make money.”

I really liked how this feature shoot came out in the January 2010 issue of Portland Monthly. Art directed by Michael Novak, the two of us first drove down to Corvallis, OR to photograph OSU scientist Steve Strauss in his grove of genetically modified trees. The trees in the above shot have been engineered so that can be made into paper easier which creates less waste and uses less chemicals in the processing. The trees, though, have been attacked be eco-terriorists and Strauss has certainly had to face a mountain of criticism from peers and pundits alike. It’s a great story and you can read it here on Portland Monthly’s website.

We then shot a series of everyday things that are genetically modified but you would never know it. Mike suggested the products be shot in a clinical sterile way to emphasize the scientific angle of the story. I like how they contrast to the outdoorsy shot of Strauss.

*note: I did not shoot the cat. Apparently our cat isn’t genetically modified, but she’s still very special.

Mmm… bread. Read more here.

As long as you have Adirondack chairs and can feel the breeze on your face.

It’s been a busy week here at Lincoln Barbour Photo. A great shoot yesterday, two shoots next week to get ready for, estimates and portfolios going out the door, my bookkeeping is way behind, I even have some web projects needed to get done yesterday. Not complaining, mind you, it’s a very nice change from last year. I’ve got some other posts in draft mode, but I don’t think they’re going to get done today.

But I wanted to post something. So, I’ve decided to make Fridays a links day. Every week, I pick up a lot of great photo business information on various blogs, social sites, etc. Instead of hoarding all this great knowledge, I thought I’d share what I’ve learn and then we can discuss them in the comments below.

• On Photoshelter’s Blog, I read about “8 Ways To Get More Work From Existing Clients“
• Vincent Laforet wrote a great post about the new Zeiss cine lenses with HDDSLR mounts. I haven’t enjoyed shooting video because accurate focus is so difficult on the standard AF style lenses. But these lenses make me rethink the whole video game. We’ll see…
• Knowing how to take a photograph is half the battle in commercial photography. Knowing how to take a photograph that gets someone’s attention may require scientific research. On PSFK, a great read on how Campbell Soup’s used neuromarketing to redesign their labels and you can see how it influenced their food photography.
• Black Star Rising is a great blog. They consistently post a great variety of marketing tips from photographers of all genres. I thought that these eight questions are something every photographer should ask themselves.
• The ad agency of the future will affect all commercial photographers. A very thought provoking read about how ad agencies should change is here on What Consumes Me.
• Finally, since Photoshop turned 20 this week, here’s a little humor on the invention of Photoshop from my very favorite online comic Achewood.

Have a great weekend everyone and enjoy those Rolos!

Read this today and it really struck a chord with me. Just replace “sweater” with “photo.”

From Lauren Venell of Biz Miss. Originally posted here on Design*Sponge.

“Pricing Etiquette”

Yes, Virginia, there is a polite way to price. Here are a couple of common pricing faux pas to avoid:

1. Changing your prices too often: yes, you should absolutely market-test your prices, but don’t just throw numbers out randomly to see what sticks. Focus on testing one or two products at a time, and try to do it at a live event like a craft show, where you can gauge customers’ reactions directly. Changing your published prices too often (like the ones on your web site) will make repeat retail customers think they are overpaying, and will make your wholesale customers struggle to keep their prices current.
2. Pricing just to maintain your hobby: I think it’s lovely that you make so many beautiful things that you’ve run out of people to give them to. I also think it’s great that you sell your extras in order to support your hobby. It’s selfish, however, to sell a fair-isle sweater you knitted for just the price of the yarn. Your customers might be thrilled, but underpricing devalues creative work and makes it harder for creative professionals to make a living

It was really great to have my brother and his wife visit us last week. We did a Portland style “staycation” with them and visited all our favorite spots around town including Cupcake Jones. Absolutely beautiful and delicious cupcakes that also make for especially pleasing photo subjects.

Now it’s time to get back to work. Got a lot on my plate (so to speak).

A very strange place in a land far far away.

My brother and his wife are visiting us this week in Portland, so I won’t be working or blogging much photo business posts. I do have a little time to put some Ides of May work.

This was shot actually the last time I saw my brother and his wife. All of us went to Truth or Consequences, NM to visit my folks and sister who live there. It’s one of my absolute favorite locations to shoot. So much character everywhere you look.