How to Succeed in Commercial Photography : Insights From a Leading Consultant

PART5 / PERSISTANCE

rarely Google a photographer, opting instead to use established

Web portals that contain hundreds and thousands of individual

photography sites. “Once the site was completed, I followed

my consultant’s advice and began to search out portals for

Web site placement. My site was listed on a few portals in the

beginning and now is accessible through the Black Book,

WORKBOOK, Alternative Pick, APA, ASMP, and Photo Serve

(PDN’s) Web sites.”

Knowing that he needed face time with buyers and not

wanting to lose touch with his current core base, Zave chose to

start his in-person visits networking in his hometown.

“I had previously joined the Philadelphia art directors club

and made a point to work on committees. I have been on the

board for quite a long time. I realized that my name on a

membership list was worthless; I needed to work side by side

with the people I wanted to meet, my buyers,” he states.

As time went on, Zave consistently followed his plan and then

decided that he was ready to build on what he had already devel-

oped. He sought more contact with prospects, and, remembering

that his goal was a national client base, he began to show his

portfolio to New York City art buyers on a consistent basis. He

currently averages about thirty in-person appointments per year.

At this point Zave had portfolio visits, drops, networking

opportunities, direct mail, and Web placement working. He

wanted to add more but felt that his budget was not able to

sustain additional efforts.

We discussed developing a template for e-mailers. Zave

decided to give it a go. We did not see this as another visual hit;

rather, we saw this as an opportunity to share a bit of Zave’s

personality. It could be a chance to share information about

Zave’s philosophies on creativity and teamwork. The e-mail doc-

ument designed by Michael McDonald carries a copy message

about the creative process. It always contains a recent shot, and

contacts are encouraged to visit Zave’s site by clicking a link

that directs them there. The e-mail has since become one of

Zave’s strongest tools.

“My e-mailer is part of my creative process,” informs Zave.

They are all copy based and seek to initiate a

dialogue with people that I might never otherwise

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