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October 19, 2012 @ 10 a.m. in The Marketing Lab by Jim Jordan | Jim Jordan Photography View Comments
Cold-calling potential clients can be very intimidating, but it’s necessary if you’re pitching yourself as a photographer.
When I pitch a potential client who may not be familiar with me or my work, I have five rules I always keep in mind to help build my confidence:
September 19, 2012 @ 1 p.m. in The Marketing Lab by Amanda Sosa Stone | Amanda Sosa Stone View Comments
As everyone will admit (well, 99.9% of the creative industry), it’s torturous to have to sit down and make those calls. But you have to go into calling with a goal, an agenda and a realistic expectation.
Calling to say you’ll be in town definitely gets better results than living in that same town (it’s a fact). So if you plan on taking a trip, plan for the day and try to see a minimum of three or four people to make the trip worthwhile.
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:
Cold calls, thy name is hell!
As someone who’s worn many hats in this industry – photographer, buyer, producer, agent – I can tell you anyone who enjoys making or receiving cold calls is a rare breed. But I can also tell you that cold calls are a notable component of successful marketing plans, and if done right can be both highly effective and completely painless for makers and receivers alike.
The most important ingredient in successful cold calling is knowing what to ask when that potential client picks up.
The follow-up call is another make-or-break component in your overall marketing strategy. You’ve done the research and sent your best stuff to the right clients, but how soon after your email or direct-mail pitch do you make the follow-up call? What do you say? And if that first follow-up doesn’t produce immediate results, how do you know when – or if – you should follow-up the follow-up?
When an art producer reaches out regarding a potential project, this is your time as a photographer to step up to the plate and shine. Obviously, there is already some form of interest in you, your capabilities and your voice. So you need to make an impression that puts you over the top as THE photographer for the project.
There are several aspects of business an artist can outsource that will allow them to maintain focus on their craft, which of course cannot be outsourced.
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