Photo Marketing Mentor

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Recently I had a conversation with a photographer friend and colleague who was complaining about how frustrated he was about the lack of success he was experienced this year in his career.

I offered my usual pep talk, discussing various marketing techniques that he could try, like developing his platform, editing his book to represent the kind of work he wanted to attract, establishing his own unique voice, putting together a blog, networking more with the centers of influence etc, etc.

I found during our conversation that everything I suggested was being responded too with a “yes, but!” reply. I listened as he lamented about how he doesn’t have time blog, he’s too shy to call galleries, he doesn’t have time to market himself. And he wonders why 2009 was less than stellar.

Knowing him and work style I responded with, “well if you have to time update your Facebook profile three or four times a day, you can do a blog post, pick up the phone and call some galleries, research contests you could enter”, I replied.

Then there was a moment a silence (I could tell he was thinking about what I suggesting) but in the words that followed the “yes buts” started up again. I have to admit I was becoming quite frustrated with all of this because it’s always the same conversation.

My friend truly is an amazing photographer but he’s so caught up in “fairy tales” about what it’s going to require to market himself and his work that’s he’s shutting down all possibilities.

So I allowed him another few moments of endless excuses and fairy tales one of which included (just going out and finding an agent) to do the marketing that I had had enough so I immediately responded by asking him a question. I asked, “Joe, what do you want?” And, what do you believe that a magical agent is going to do that you haven’t done?

His response, “Get my work into galleries”. I said, “Okay, well if you want to get into the gallery arena what have you done on your own to get yourself started in that direction?” To which his reply was sending out blind emails to galleries with links to his website.

Thereby hoping and relying on the gallery owner to read his email, go to his website, decide if they love his work enough to then call him to come in and discuss representation. Do you see what I mean by “fairy tales”?

I know that anything is possible but the chances of success with this formula is slim to nil. As a matter of fact my friend has sent this email to about fifteen galleries and he’s gotten fifteen “sorry, we’re not interested”. Do see how unrealistic this form of “marketing” is?

So I asked him if he had made any attempts to talk to gallery owners in person, calling to schedule appointments, perhaps offering a coffee or lunch date to actually get his physical work in front of decision makers. His response was of course, no.

I asked why not, he replied “I don’t like rejection”. Now we’re at the core of what is going on. Listen, it is no surprise that as artists we hate rejection, no one likes being rejected, being told no, I’m not interested hurts, it’s uncomfortable, but it’s not devastating. Let me repeat that, when an agent, gallery owner, client or anyone who you perceive can help advance your career doesn’t respond to your work for whatever reason it can hurt, but it is not devastating.

If you believe in yourself and in your work no amount of no’s is going to stop you, why? Because you will have a purpose about what you’re doing. You know your visual value, you know what you have to offer and you won’t waste time telling yourself stories about what is your truth. You will put yourself out there and tell your truth regardless of what anybody says. And when you’re rejected, and notice I didn’t say “if” you’re rejected you will come from that rejection back quicker and stronger.

It’s like a muscle, the more the exercise it, the stronger it becomes.

I want to give you an exercise, take a pad of paper and a pen, get away from the computer and spend sometime getting clear about what you really want. Write it down. Do you want more commercial clients, what kind of clients? Do you want to be represented by galleries, how do you want to book to look? What lifestyle do you want? As a matter of fact I would ask this question first and match the opportunities that come your way to the lifestyle you desire.

Write out your ideal day. If you can have anything what would your ideal day look like, where would you live, where would you work, what would you shoot, who would you work with? You get the idea. And I’ll tell you something this is an exercise you should do at least once a year if not a couple of times a year.

The ideal day exercise will help you to get clear quicker than anything. Once you’re clear then you’ll be able to attract opportunities that match your deepest desire. So for example my friend realizing that he wanted to be in galleries, that’s his ideal.

Now with my help I was able to guide him into developing a game plan and his first steps towards making his dream a reality. He no longer has to hold on to the fairy tale about the elusive agent holding the key to his success because an agent may not the best choice for him right now.

He needs face time, he needs feedback from real live people (not just email) in addition he needs to strengthen his rejection muscle so he move forward without fear consistently, without telling himself stories.

I’ll close this article with a saying that another close personal friend shared with me and I love it because it will help to neutralize rejection and it’s stinging effects, the saying goes, “Some will, Some won’t, Who cares? Someone’s waiting!”

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