unconsciously confuse the two entities. The confusion between
self and business is one factor that gets in the way of success
for many.
An example of this confusion is the fact that many
photographers personalizeas they go through their day. If a
portfolio is sent in response to a request from a prospect
and the assignment does not come through, it is sometimes
viewed as a personal statement of one’s worth. Huge
mistake!
The reality is that the book, the work (which is not you),
was not appropriate for the assignment. This is a huge
distinction. While some creatives would argue that they arethe
work, the reality for buyers is that your subject of focus or your
approach to your topic was simply not appropriate for the
assignment. It’s not about whether they like you or like your
work. Its not about likeat all. It’s about whether the work was a
fit with the project on their desk. There are usually a multitude
of reasons why a book does not make the cut. Perhaps the
portfolio did not contain enough samples of the type of work
they wanted to see, or the vision was not deep enough, or
maybe they actually had a talent in mind to hire but they
needed to show their clients other portfolio samples as well as
the portfolio of their chosen shooter. Clearly, there are many
reasons why a portfolio does not make the cut, and most of
them are out of your control and not about you.
Make sure that your book is a complete and deep example
of your talent and don’t sweat the rest. Whatever you decide to
do, do not take rejection of your book personally.
Another aspect of personalization can be witnessed during
in-person visits. Prospects have less time to see talent these days
and consequently in-person opportunities are slim. Web site vis-
its and drop portfolios are a much more convenient option for
clients.
You, however, still need to attempt to get appointments.
Visits are extremely beneficial as they are truly the only tool that
gives you the opportunity to be there in 3-D. Sometimes, in the
quest to make appointments, talent gets impatient and put off
when contacts have no time to see them. The reality is that con-
tacts have no time to view portfolios. It may at that time not be
on their list of priorities. Don’t take it personally and don’t stopPART4 / TOOLSChapter 20.qxd 6/25/07 7:22 AM Page 126