I’m pleased to report the consultation session with Clay went really well and I learned a few things about the business that I had no idea about. I think we really did help Clay but as Leslie said in her answers to my questions earlier it’s up to him to make the changes and implement the ideas that were discussed. If you’re a really busy photographer, working hard every day, it almost seems crazy to hire a consultant because they will only give you more work to do.
Here’s the mp3 for those of you who want to listen to the session and get an idea what it’s like.
Here’s the direct link to the audio:
Consultation with Clay and Leslie
For those of you who don’t want to listen to the 55 min. session here are the highlights:
It was a huge relief to find out that these sessions don’t have a lot in common with an Oprah show or Tony Robbins lecture. I was afraid that we would sit around and blow smoke up his ass and then he would walk down the street staring at his navel and get clobbered by a NYC bound bus. We discussed what we liked about Clays work and then what we didn’t like and ways to improve and then we hugged it out (kidding).
First off, filling out a questionnaire like the one Leslie gave Clay is such a good exercise for all photographers and not dissimilar to creating a business plan. Don’t forget you’re running a business. Identifying specific clients you want to target and your dream job gives you targets and goals to work towards.
Clay described his dream job as something that already happened (time for a new one) and was very general about his target markets which Leslie pointed out as a common mistake with photographers. I do think it’s really important for everyone to go after a specific jobs and agencies and magazines and not just throw yourself into the “I take pictures for a living” market.
Leslie talked about the best way to do that, which is to find the people who already hire photographers like you. That seems so intuitive to me but I’ve never really thought of it that way. Why go around pimpin’ your style to people who aren’t interested in it. Find creatives, art directors, photo editors and art buyers who like your aesthetic and target them with your marketing material. The best way to find them is the contests like PDN Photography Annual, SPD (society of publication designers), Communication Arts, The Kelly awards, Graphis and Lurzer’s Archive. In a follow up email Leslie says to find projects that make your brain think “I would have LOVED to have worked on that project” and note that “I could have shot that” is not enough. You need to feel that real creative/vision connection.
We talked a bit about some of the problems Clay was having, much of which stems from his specific style of photography. He was feeling pressure to change the style and to use more digital to accommodate the tastes of his local market. Also, Clay has a bit of a dark sense of humor which turned off a few potential clients in his area. The key for him solving these issues is to look for clients outside of his local area and find more that are in tune with the way he wants to shoot. Ok, I know, that sounds like duh, who wouldn’t want clients all over the world but I think he’s at a major crossroad in his career that many photographers face, “Do I change my style to accommodate the local clients that make me money or do I go and look for new clients that like what I’m doing” not an easy decision and certainly one that can lead to disaster if those new clients never materialize. I honestly think Clay can make the jump but it’s gonna take some time and serious effort.
Something Leslie pointed out that I really found interesting was that photographers should use general naming categories on their website. I was really surprised to hear Leslie explain (she has a linguistics background) how people attach meaning to words and when your meaning doesn’t match theirs they get offended. Wow. This is big for me because I’m always saying to people “why are you putting those lifestyle photos in with the portraits and why are you calling those photos portraits when they’re clearly not.” That’s smart. Avoid that conflict of meaning.
Next we got into the actual website and Clay had a few problems with his navigation that we discussed and that he didn’t know weren’t working properly. He admitted to throwing a few random photos into the portfolios to demonstrate his ability to shoot other styles which we both pointed out as a mistake and somewhat of a distraction. If you’re going to demonstrate several styles of photography (not advised) then they all need to be complete bodies of work. I’m not really going to hire someone to shoot a style based on 3 or 4 images.
One more thing Leslie said that I found interesting was that some photos just don’t look good on the web and you should keep them off your website. I think it’s really smart to think in terms of what looks good and not, what am I trying to demonstrate or what jobs am I trying to show off.
Well, I hope everyone finds this useful, interesting and informative there’s certainly more advice in the audio of the session. I really want to thank Clay and Leslie for participating in this very public forum, I know I learned a few things from it.