Question: What’s going on with the merge of microstock and traditional stock? What will happen to microstock?

The assault on “traditional stock” by microstock is very much a work-in-progress, but there are some parallels to the past that I think provide a clue about the future.

Question: How do you establish the right target audience for your work? And who should I be reaching out to? Art buyers? Art directors?

Whether you’re a fresh-out-of-school illustrator or a veteran refocusing your marketing plan, it’s important to understand your target audience. “Target audience” sounds like a fake, sterile term straight from Advertising 101, but it’s not: Consider “target audience” from a different perspective, and you’ll reap the benefits.

Question: I always read about networking at industry events and socials. As a creative professional, I want to chat with those who will actually hire me. What are some networking tips for this – both online and in person?

Picture a networking event at an organization where Bob, a mid-career photographer, has been a silent longtime member. People wearing nametags are gathering at a large studio, and Bob is packing about 50 business cards, but he has no idea where to begin.

He spots an art director, Joan, who’s just finished a conversation with Bob’s competitor and appears available. Bob recognizes Joan’s name from his mailing list, but cannot remember where she works or anything else about her. He reaches out his hand to introduce himself.

Question: I have put in bid after bid. It always ends up with me not getting the job, though the art buyers tell me my numbers are solid. Is it my numbers? Is it that I am not established enough? What is wrong with my estimates? Is it my negotiating?

The best way to answer this question is to address the possible scenarios that can prevent a photographer from landing an assignment, along with important points to consider when communicating with your client and structuring your estimate.

Question: How can I best manage actively seeking paid work versus taking time to produce personal work?

One of the more daunting parts of being a self-employed artist is the balance between marketing and creativity. I’ve often joked that, in this field, one has to work three times for each job – you have to work to find the job, you have to work to actually do the job and you have to work to be paid. And on top of that, there’s the original reason you got into this line of work – you’re a creative person.

Question: How do I identify my key points of differentiation?

It may sound paradoxical, but to find what’s different about you, start by looking at your target market. What do they need that you have? What do they value that you provide?

Your points of differentiation spring from your answers to these questions. This can be in a variety of realms, including your process (how you work), the quality of your work or the focus of your work, such as subject matter expertise.

But it has to be important to them. So, for example, if you’re good with color but that doesn’t matter to them or the work they need done, find something else to point out.

Question: How can I negotiate licensing fees and terms? I often wonder if artists are losing their power with image licensing, since many clients want buyouts and won’t compensate appropriately.

The topics of fees and buyouts have always been hot ones in this industry. I think it’s a real shame that equipment has gotten more expensive and the fees and compensation have stayed the same or decreased since 2000. While everyone loves the convenience of digital, it has created more and more loss for the professional photographer. We are seeing more out-bidding by less-experienced photographers giving away all rights while the professional is trying to stand his or her ground. So, what’s the best way to negotiate to be fairly compensated?

Question: Does cold calling really work?

This is a topic that has and will continue to have a lot of discussion. In my opinion, yes, it does work – but first and foremost you need to have a strong foundation:

Question: Can you give me some examples of top illustration pros and what they use to keep fresh and inspired?

Look Around

My biggest inspiration comes from looking at other illustrators’ work. Whether it’s contemporary or classic illustration, when I see a piece that really excites me, it inspires me to push myself creatively. While I used to pore over the Communication Arts Illustration Annual and the Society of Illustrators annual each year, I find myself more recently looking at individual illustrators’ work. A lot of artists share their work on blogs and I enjoy seeing the sketches and ideas behind each illustration. Allow yourself the time to look around at other work; if you’re constantly looking at your own work, it’s hard to put things in perspective.

Question: How exactly is sales different from marketing?

Although often confused for each other, sales and marketing are very different. But they both require a good balancing act and require business owners to wear multiple hats!