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

CHAPTER21 / FACETIME

Many photographers point to Web sites as a reason not to

show a print portfolio.

“Big mistake!” states Austrian. “Almost every buyer I see is

always eager to see the ‘real book’ in 3-D. Photography is tactile.

People want to get close and touch it.”

Web sites are very important and every photographer

should invest in one. However, a physical portfolio is still the

most important selling tool for the advertising, corporate, and

editorial photographer because an in-person appointment is

the ultimate opportunity to show the work and build visibility.

In order to maximize an in-person visit, consider the follow-

ing tips.

CREATE A HOT LEAD LIST

This list is more targeted than your e-mail and direct mail list,

which will be larger and broader. Use your database of contacts

and begin by researching contacts within a four-hour drive of

your location. Check out Web sites of ad agencies, corporations,

and design firms to see their client list and what the current cre-

ative looks like. You are looking for clients who can utilize your

services based on their current sense of design and clients. Those

who exhibit your level of taste and can possibly use your style of

approach are potential clients, as are contacts that may be a bit

behind the taste or style curve you display. Consider making

appointments with these folks, as you may be able to create a

buy-up opportunity in which these clients purchase photography

of a higher caliber than needed for their assignments.

You will want to start your calling when you have approxi-

mately seventy-five to one hundred contacts (individuals, not

firms).

CALL YOUR CONTACTS TO MAKE

APPOINTMENTS

Never just show up or send your book without a prior

appointment. Contacts are very difficult to reach but voice mail

is a help. Ye s, a big help. Choose ten contacts to call each week.

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