This is not meant to be one of those New Year's Resolutions posts. Rather, I prefer to sit and reflect on how I've done during the last year, and how I can make meaningful, long term improvements in my life. As many of you know, one of my goals in life is to be a great photographer. To this end, I promote myself when I can, and I throw myself completely into anything that I do. Knowing that, I choose not to shoot weddings. They're just not my style, and nothing more.However, I do enjoy shooting commercial, and shooting editorial. I enjoy the challenge of lighting, the connection with my subject, and the look of the finished work. I get a deep sense of satisfaction when a final image I've envisioned becomes real, and I strive to create that.
As I mentioned earlier, I like to sit and reflect on the year gone by, and see where I can do better. And this year, I saw how I could have been a better photographer - not in technique, or lighting, or subject - but in marketing. In sales, there is a phrase called "the Silver Platter." The theory behind that is that it takes on average, 5 calls to a client to make a sale. Most sales professionals make 4 calls, then conclude the buyer isn't interested, and walk away. The next person that walks by and says "Do ya wanna buy one?" gets the sale, and the original salesperson wonders why nobody wants his product. This has happened to me several times, and indeed, just recently.
For the coming year, I intend to become better at showing my work, and to be persistent in calling clients. It does no one a service when I hold back and doubt what I can do, and someone less talented does the work. Ah, but there's the rub: confidence isn't something on sale in aisle 3. How do I promote myself in such a way that doesn't come across as arrogant, but talented instead? How do I handle myself in such a way that a client knows I will photograph his product as I would my own baby? How do I communicate to people the belief in what I do? I don't need a course in photography - I need a course in marketing. 2010 will be the year I learn to market myself more effectively.
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