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

Then add the howby looking at the similarities among the

descriptive words on your Post-it notes. These words begin to

define your visual approach.

Here’s an example of a positioning statement for you:

Marc Norberg creates compelling evocative portraits.

Whether photographing CEOs of major corporations,

blues musicians, or dogs named Bobo, Marc creates

portraits that are as unexpected as they are revealing.

Utilizing light as a sculpting tool, a strong sense of graphic

composition, and an ability to channel the subject’s spirit,

Marc is intent upon creating evocative imagery that draws

the viewer in, enabling his clients to deliver their corporate

message or sell a consumer service.

Check out Marc’s Web site at http://www.marcnorberg.comand see if

this positioning statement rings true for you.

Creating a positioning statement should be the first step

you take when you are ready to develop the visual value that

clients seek. Once you know what you offer clients, you are

then ready to take on the task of building the images that

speak your message and are placed in your print portfolio and

on your Web site. They are also placed on your direct mail and

on visual e-mailers.

Defining your visual value is a task that should be taken on

with an open heart and lots of enthusiasm. Start today by ask-

ing yourself these not-so-easy-to-answer questions, which will

help you continue to define your visual integrity and build your

positioning statement.

What is it that I truly want to shoot? How is it that

I create?

You may be pleasantly surprised by the answers you find!

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