Aug 082014
"Find your audience" is what everyone tells you today, but how do you go about doing that?

It’s not hard to find your audience

“It used to be harder to find your audience” says Rosh Sillars (@RoshSillars) “and used to take longer to build relationships.” Direct mail, workbook ads, a photo rep and appointments to show your portfolio would get you work. “Today the internet makes getting your work out there very easy, but it’s easy for everyone else too.” At the same time, it is becoming increasingly complicated to get your content in front of the person who’s going to hire you.

According to MailChimp email open rates for creative services/agencies are below 25% (for unsolicited emails, that sounds too high based on my experience) and click through rates are under 4%. E-mail blasts often don’t even make it through an agencies firewall and on top of that many people opt out of email lists. Everybody is competing to be on the first page on Google and fewer and fewer people see the content you share in their Facebook newsfeed.

Find yourself, before you find your audience

Before you even start looking for your audience, you need to know who you are and your work needs to reflect that “Your portfolio tells your Continue reading »

Aug 072014
Tangible items, like this paperclip in the shape of my logo - can help you find your audience

Find your audience the old fashioned way. 

With email open rates what they are and your Facebook posts not finding their way onto your audiences timeline, what’s the last time you mailed a direct mail piece,  or send a handwritten note, a physical DVD of your last project, a personal present, advertised in something like the workbook; just about anything that no one else is doing – will set you apart. All it has to be is different to help you find your audience: 

“Physical and digital marketing aren’t mutually exclusive.” says the Workbook owner Bill Daniels (@TheWorkBook) “Photographers need them both. Printed pieces are expensive, but powerful and long-lasting. Use them when you can, but your website should always be Continue reading »

Aug 062014

Find your audience by being really different.

 What sets you apart from the other guy or gal, whom you’re competing against, when you’re out there looking to find your audience? How do you stand out in this vast sea of photographers…

…who all have their portfolios online? 

…who all send out email blasts?

…who all are active on social media?

…who all mail direct mail pieces to their clients?

…who all advertise in some way online?

Being different is good. Being ridiculously unique is better.

What makes you memorable? What makes you different? What gets you from the “old-whats-his-face” photographer to the first person your clients thinks about when he or she needs a photographer? (Actually you can apply this to all entrepreneurs.)

“You got to drive people to your website.” says Daniels. He goes on to state that the top of your sales funnel must be as big as you can Continue reading »