CHAPTER 32
32. Walking Your Talk
How many times have you told yourself that next week,
tomorrow, or this afternoon will be the time that you will begin
to “buckle down” and begin a new marketing program? Did you
do it? Have you begun the process of building a new portfolio?
Did you make the calls to show the book you just completed?
Did your mailers get sent? Have you been keeping your prom-
ises to yourself?
If you find that you are not following through, take heart.
You have lots of company. Possibly the hardest part of being a
freelancer for many people is showing up consistently in their
businesses. Showing up for clients is rarely difficult, but show-
ing up for yourself, walking your talk, being present in your
business, and doing the work you said you would do is difficult
for scores of creative pros. While photographers can point to
busy schedules, which leave little time for new image genera-
tion, others claim that slow times create depression and “ Who
wants to market when they are depressed?” So, busy or slow, no
marketing takes place, clients are wooed by others (who are not
caught in the no work, too much work, no marketing conun-
drum), and business is lost, depression sets in, and the cycle
continues.... Until talent decides to break it.
I have looked long and hard at how photographers break
cycles. Rarely does it just magically happen. Contrary to
popular thought, there is no huge burst of energy that comes
along, lifts you up, and magically places you in a different mind-
set. More often than not, a series of small steps you put into
place alter your way of thinking. The actions you take may beChapter 32.qxd 6/25/07 7:28 AM Page 193