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Your filename must include this one word – if you want to work

Your filename can get you work

Have you ever seen an image called IMG_0235? Do you have any idea what’s in that image file? All I know for sure, is that the file before was called IMG_0234. “Why should I care?” you ask “Don’t you know that the icon of the image is right by the file?

Use your filename for good – not evil!

Honestly, when I got into digital photography my files were names IMG_0236. Then I read Peter Krough’s The DAM book (that stands for Digital Asset Management by the way), where he suggests to change that camera given filename to something better. His suggestion is simple: name-date-identifier-image_sequence_number.

Every single one of my filenames look like this: depuhl-150915-15ABC01-0236. The date format is year-month-day, so that when you sort a bunch of images they are in consecutive order when sorted by name. Looking at any filename allows me to know, when I created the photograph it, which year the clients project started, what client I created it for and which job that was for this specific client. [All of the later information is in my job number 15 the year the project started ABC an abbreviation of the clients name and 01 the first job I’ve shot for this client. BTW that job number is in every estimate, invoice, production book, as well as being the reference number my crew puts on their invoices and receipts.]

Sounds like a lot of work? Really it’s not. When I shoot tethered, my RAW image processor Capture One does all the naming for me automatically and when I shoot to a card (photos or video) the first thing after importing the card to the image/video folder is that I run all files through a little app called ‘Name Mangler’ replacing IMG_ with depuhl-150915-15ABC01- automatically (notice I leave the image sequence number after the underscore alone – I do want to keep that). The second thing I do is to back up all those RAW files to my backup server – but that’s another story for another blog post.

Is it changing the name really worth the extra time it takes? Let’s find out.

I set up my camera to name my files, you say

That’s a great start and many of today’s camera allow you to customize the filename to a certain extent – oh, before I forget, while you are in that menu setting up your filename make sure to add your copyright information in camera as well (If you don’t know how to change your copyright info in camera read this blog post)- however Canon limits you to a 4 alphanumeric characters plus 4 numbers in their newer cameras and your name must be in your naming convention – I just can’t get the 6 letters in depuhl to fit into 4 spaces.

Why include your name in your filename?

My name in the filename led to my LinkedIn Profile pageI know I took that photo, why waste valuable space in the filename and add my name. I mean my client knows it came from me.” you may think. “Isn’t that a waste of time?” You have to think a little more long-term than that. Here’s what happened to me yesterday.

First I notice that someone from a very large multi-national company I worked with a few years ago, viewed my LinkedIn profile. In these large B2B companies art directors come and go, so I was not surprise that I did not recognize the name.

A few minutes later I get a request to connect on LinkedIn. “I’m interested in talking to you about possibly doing some photos for us again at …” (I’m not gonna tell you who the company is, but my abbreviation for them is MSS). “Would you have time to talk today or tomorrow?” This is a Fortune 100 company, which means that the person contacting me today was not working there 2 years ago, when I photographed for them the last time. She definitely wasn’t an employee in 2010 when I photographed the image that led her to my LinkedIn page.

The secret sauce in each of my filenames:

I don’t know how many art directors have worked there between the first one I worked for with for this brand and the one who contacted me yesterday (I know there where at least three), probably more. Do you want to rely on your name getting passed down through multiple art directors – many of them come with their own stable of photographers? And how are you going to keep track of new people working in large companies all the time – that’s not easy either. You think my name got handed down to the new AD? Not a chance, so how does one make sure, that a new employee of an old client finds you? Well, I’m glad you asked …

5 years ago

Marketing Hack #10: How to pick a good URL

How do you spell that?

My first corporate email address was ridiculous. Something like There’s no way on earth someone could remember that.

Today my email is My website is, my blog is and my twitter account is @photosbydepuhl. (See a pattern here?) Since your website is one of the few places online, that you can and should control and that you actually can own get your own URL and host your website(s) – there’s nothing more amateurish than a business who’s email is or or Get your own domain name! It’s not difficult. It’s not expensive and it’s something you gotta do. I use 1and1 internet as my web host and have done so forever. They do a great job at a fair price and have tremendous customer service.

What should I call it?

Think SEO when choosing your domain name. Consider your brand. What are people expecting, what are they searching for? Are you a product like or should it be your name like Whatever you decide, make your URL memorable? And do this as soon as you think about it. It costs next to nothing to own a domain name, even if you’re not doing anything with it.

Get something you can say. Something that makes sense. My domain revolves around my last name Depuhl, and although I have to spell it every time I say it, if you know me you know my website. In addition to looking professional, controlling your own domain also means controlling your email addresses. No more

Make your domain name part of your due diligence, before you commit to a legal name for your business. When we were thinking about ideas for names for my Afghan documentary, one of the things I looked at where domain names – fortunately, the film industry standard is so that made it a little easier, but I secured the domain name as soon as possible. You can watch the movie at See? That’s easy to say, it’s easy to read, it’s easy to share and you know what you’re getting yourself into. Oh and make sure your domain names auto renew, otherwise a lot of your hard earned work is for nothing when you let them lapse.

Tech Tip: customize your link shorteners.

If you want to share content that you don’t own, like the video of my TEDx talk, for example, use a link shortener; but PLEASE customize it, since you won’t remember if it was or and yes those are different links. That’s why the short link to my TEDx talk is easy to remember, easy to share, easy to embed.

[UPDATE: If you’ve clicked on the last link, you’ll be disappointed. TEDx decided to change the underlying links, so my nice human readable link is dead. I figured well that’s easy – you just change the underlying link and you’re back in business, unfortunately, makes it pretty expensive to make that change happen. My favorite link shortener is mine no more. So bye bye and hello to rebrandly. Rabrandly lets you change the links for free and even better, you get to make your own link shortener if you’d like. So my TEDx talk is now to be found at and if the people at TEDx decide to rearrange their links again, that’s no problem – now I can keep my shortener and no one will run into an ugly redirect.]

This Marketing Hack is valuable, because …

… you don’t remember the first email I had at work, right? But you do remember the site for my TEDx talk or the URL for my film. Make your URL work for you. It needs to work for your marketing, your SEO and you need to be able to share it easily.