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

CHAPTER 20

20. Truth, Lies, and Self-Promotion

Self-Promotion

There is a ton of information available to photographers

on the subject of self-promotion. There is also a great deal of

whining and moaning about the state of our industry and the

“thankless” task of self-promotion. In an effort to help you sep-

arate fact from falsehood and in an effort to counteract all of

the kvetching, I have compiled a list of truths and lies for you to

explore.

The following definitions taken straight from Webster’s will

provide context for you as you begin the exploration into the

truths and lies regarding self-promotion.

Truth: A statement proven to be accepted or true.

Lie: A falsehood.

Self-promotion: Promotion, including advertising

and publicity, of oneself effected by oneself.

Truth: The Term Self-

Promotion Is Misleading

Your job is not to promote yourself, but to create visibility

and credibility for your business. While creatives do know that

self-promotion is about the business of promoting their

business, it is not uncommon for a talent to, over time,

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