important in-person visits are. “Getting in front of buyers is one
of the most important jobs I have,” he says. “Relationships are
key and while I build many relationships over the phone there
is nothing like face time.”Lie: Photo Buyers Hate E-mailVery few art buyers, photo editors, and graphic designers
detest e-mail; others love it. Yes, there are spam blockers in
place at some firms, yet most mail gets through.
As with direct mail, there are buyers who junk all mail and
others who will keep your mailers. The goal of an e-mail is for a
buyer to like what he or she sees, keep your e-mail as a refer-
ence, or simply bookmark your site for future reeds. That is all
this promotional tool needs to accomplish. Buyers use different
outlets to source talent. I have had clients whose portfolios were
called in from e-mails. Some have gotten in-person appoint-
ments and others have received assignments that can be
tracked directly to e-mail efforts.
I advise you to check local laws, the restrictions of your e-mail
providers, and then give it a shot. Your job is to try different
channels for putting forth your message. E-mail is immediate. It
saves time, paper (think trees), and money.
Designer Eric Kass builds marketing materials for photo-
graphers and recommends the use of e-mailers. “E-mail is a
financially and ecologically responsible way to keep in constant
contact with prospects. Simple e-mails with examples of work or
timely content and a link to a Web site with more complete info
can be efficient and effective.”Truth: An E-mail Campaign or
Web Portal is Not a Marketing
ProgramDon’t ask your Web portal or e-mail campaign to carry your
entire marketing program. All photographers need to develop
a complete plan with three to five different sales and promo-
tional actions. Action tools might include portfolio visits,CHAPTER20 / TRUTH, LIES, ANDSELF-PROMOTIONChapter 20.qxd 6/25/07 7:22 AM Page 129