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

CONTACTING REPS

When you are ready to contact reps, be creative and organ-

ized. This might be your most challenging marketing objective

to date because talent seeking to be represented solicits these

folks daily. Do not call reps or send unsolicited portfolios.

Instead, create a package of information that will instantly pro-

vide the rep with an idea of your vision and professionalism.

In a cover letter, discuss your marketing efforts to date and your

professional achievements. If you prefer, write an e-mail letter

and link it to your site.

Talk up your client list and be prepared to sell yourself.

This is no time to be humble. Make a follow-up phone call if

you receive no response within two weeks of your mailing. If

you do not hear from the agent following the phone call,

I would assume that the rep is currently not interested.

“Currently” is the key word. As with clients, a rep’s needs

change often. While additional phone calls are almost sure to

be unwelcome, direct mail and e-mails, appropriately timed

and containing relevant information (awards, new shots, new

assignments), can be useful. Send your updates only to reps

you are truly interested in working with, knowing that your

efforts may produce results—eventually. Rejection is not the

issue, timing is.

Ralph Mennemeyer has been on the receiving end of these

requests for years and offers these thoughts:

We often hear the phrase “timing is everything,”

but what’s missed is the nod to persistence, because

without it, timing is nothing more than dumb luck.

You have to create the opportunity for the timing to be

right and that comes by staying in touch gently. After

all, this art is what advertising itself is based on... the

idea of planting the seed in a person’s mind so that

when the time comes for them to make a choice you

are considered. Too often people will press me with

monthly calls or e-mails [or] postcards, which only

makes me tune them out, and then they give up and

wonder why they aren’t more successful. What needs to

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