What’s the purpose of the promo card? Send me a cool photo, convey contact info, show-off your style, reinforce your brand, display your expensive logo, tell a story, show-off your new printer, tell me how clever you are, show the latest campaign you shot, show me how many styles you can shoot…
Action. Nothing else.
The purpose of a promo card is to get me to do something. Look at your website, call your phone, tack you up to the wall, go show it to someone and above all else not just huck it in the garbage can (wrong kind of action).
Think about it like this:
If your goal is to be hung on the wall the image should be something I’d be proud to display in front of all my colleagues.
If you goal is a website visit it should be something intriguing, that makes me want to see what the hell you’re all about.
If you goal is for me to show it to someone else it should be impressive, outrageous or hilarious.
If you goal is a phone call then you need a bit of perfect timing so that the card lands on my desk when I’m looking for someone like you.
One day I stopped hucking promos in the garbage (jeeze… of course, after bookmarking the one’s I liked) and started hucking them in the corner of my office.
Then stacked them up.
I got a call from a friend (Corey Rich) who asked if I would come up to the Auroa Photographers meeting in Maine and give a presentation. Why not? I dug into the pile and picked out a bunch that caught my eye and shot a picture of each one on my desk, in it’s native habitat as it were. I gave a simple presentation showing the different styles of promos and the ones I recently saw and liked. Here’ they are:
Note: If you’re uncomfortable with me showing your promo (or keeping it on Flickr) email me and I will remove it immediately and not try to eventually make 3.4 million off it like Richard Prince.
UPDATE: Some people were having problems with the flash slide show so I loaded a different one. Only problem is it doesn’t play the slides in the correct order. To see the correct order with comments hit the flickr link.