What You Should Be Saying (about what you’re showing) •

Photographers think their images are self-explanatory. If someone looks at them, they should be able to see the technical genius, the sensitivity toward the subject matter and the adroit handling of location challenges the photos exemplify. Well, I hate to tell you this…
…but for the uninitiated; they don’t know what they don’t know.

What most photographers are missing in the promotion of their work is the ability to clearly articulate the problems their shoots presented and the solutions that were provided.

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Potential clients will have a much greater understanding—and appreciation—of your work, if you walk them through your process. Tell them what parameters you had to work within. What location scouting and lighting were required. How you worked with the talent. And what obstacles had to be overcome. When they’re able to comprehend what you went through to get the shot, it will give them heightened respect for your abilities—and add credibility to your pitch.

If you don’t have the opportunity to verbally articulate your work to clients, then consider putting together a few case studies that do the same thing, only in a written format. A problem/solution setup is the simplest approach, and a paragraph of text for each is plenty.

Get comfortable talking about your process and it will pay off—in your ability to gain new clients, command higher rates and enhance your reputation.

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—DD Kulman [Bio]
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This entry was posted on Wednesday, April 29th, 2009 at 2:32 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.