nationally and I have chosen New York City as a
geographic area to saturate. I plan on visiting three to
four times a year and I send out six to eight drop
portfolios per month.Sherman uses drop portfolios as front-end marketing
tools. The book is sent out before a job is on the table to intro-
duce the talent in the hope of beginning the “dance.” Many
shooters opt out when it comes to sending books ahead, using
the Web as their opportunity to show their work. Sherman sees
drop visits as a way to obtain more visibility and develop the
relationship.When I am calling for an in-person or drop-portfolio
appointment, there is a personal connection. When
they look at my work it’s in 3-D. It’s not a small image
on a screen. There is more opportunity to build
presence and branding when a book is in someone’s
hand. I have a great Web site. It reinforces what
viewers have seen in my book and it continues to build
the identity with folks who are not on my sales contact
list. But my Web site alone is not enough. I need lots
of options to sell and I need enough time for viewers
to get what I do. The response so far has been very
positive.While initial reactions to Steve’s portfolio have been posi-
tive, he will need to continue to hold fast and have faith. The
assignment photography market is crowded with suppliers,
and as a result of stock and royalty-free photography, assign-
ments have diminished. Marketing efforts have always been
and continue to be cumulative. Thus, it may take one to
three years of constant sales and marketing efforts before
Stephen hits his stride and obtains assignments on a regular
basis. Stephen will need to continue to sell, seeing clients
and sending out portfolios. In addition, he will need to
continue to facilitate his marketing program. “I know how
competitive the market is and my goal is to be a major player.
That’s not going to happen with one or two ad opportuni-
ties,” he states.CHAPTER27 / SHERMANSELLSChapter 27.qxd 6/25/07 7:25 AM Page 169