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

PART1 / VALUES

magazines, ad accounts, or collateral publications. They will

always buy assignment photography, as their clients understand

the value of assigning original talent. Their clients have a

corporate brand, a look that communicates their specific

message, and for each project there is a certain type of photo-

graphy that they require.

When cruising for photography, these buyers know what

their end product (ad, annual report, or identity piece) needs

to communicate and they know the type of photography that

they are looking for. Often they have budgets to hire top talent,

and top talent is expected to have defined their vision into a

marketable product.

Editorial photo editors have a similar task. They have a

story to illustrate. Their magazine has a specific look and feel.

The publication has a defined target audience. When they hire

photographers to illustrate stories, they are looking for a visual

match between narrative and illustration.

When prospects call in your portfolio, they are looking to see

if your book contains a deep example of a visual approach that is

right for the specific project that they have to assign. For all buy-

ers it is clearly your vision—defined and refined—that is your

product.

A UNIQUE VISION

“I always expect photographers to come to the table with a

unique point of view. The top shooters have a look, a feel that

defines their work,” states Beverly Adler, a freelance art buyer

based in New York City.

In order to compete in today’s market you must develop

your product and market aggressively. You no longer have the

choice of being a passive observer. You either jump into the

game or find another profession.

For clients, there is no value to a photographer who shoots

many different types of photography with many different styles.

While your professionalism and service are important, they are

not what clients are immediately buying into.

It is your visual approach that clients will match to an

assignment or that they will be unable to use for a project.

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