There are plenty of blogs about photographer portfolio reviews. Most blogs on reviews are from art buyers, reps and agencies like PhotoShelter and they all have good things to say. I’ve listed several of them with links at the bottom of this blog.
What I’ll talk about here are my observations on what worked during my reviews with real clients working on accounts that hire photographers and who are meeting with you during their normal hectic work days, and NOT at a scheduled portfolio review event, like at Palm Springs Photo Festival.
I’ve done 10 reviews in the past year, mostly in cities far from home. I just did 2 last week, one in Denver and another in Santa Fe. I’ll be completely honest. None of my reviews in the past year have resulted in an assignment … yet. While this can seem demoralizing I recognize that here are too many possible reasons for that – none of which are that I am not a capable photographer. One review has lead to asking for an estimate which is good. It was for a potential job later this winter that hasn’t been approved yet. They tell me I’m still a contender if they do a campaign.
It boils down to this. Regardless of how “connected” you are on social media, art buyers still want to work with those they feel they can work with and trust. And the best way to get someone to know you and trust you is with vintage social media – old school face to face time – not Facebook time. A portfolio review is simply an introduction and a first step to building a working relationship.
And just to throw a curve, it is still possible to receive a job simply based on your website and phone interviews.
Our meetings have mostly been with advertising agencies who have accounts that we feel we are a good fit for. Two were client direct meetings. Don’t contact a prospective client and request a meeting until you’ve sent them some promotional material first. Usually it is at least a couple of eblasts, a direct mail promo or a targeted and personalized email letter of introduction along with some recent samples of work.
HELPFUL TIPS BASED ON MY OBSERVATIONS
BE PREPARED TO MEET WITH MORE THAN ONE CREATIVE. Even though we made an appointment with one person, in more than half of my reviews my reviewer ended up bringing several other creatives to the meeting. This was horrifying the first time. Now I welcome it and consider it a compliment! It means more creatives to introduce your work to. I now bring several business cards and leave behind pieces with me. (SIDEBAR: If others at the meeting are interns or not “decision makers” treat them as equals. One day they may become art buyers. Remember, people may forget what you said or what you did but they will NEVER forget how you made them feel.)
BRING SOME GOODIES. My favorite is a small box of fine chocolates and truffles. Skip Walgreens, and buy from a popular local fine bakery or chocolatier.
INTRODUCE YOURSELF. Practice your 30 second elevator speech: who you are, what you love to shoot, maybe who you’ve worked for recently, and tell them why you wanted to meet with them! If you’ve done a little research, mention a campaign you liked that they worked on, or, in the absence of that, mention something you may have in common that you found out from their bio or LinkedIn profile. Keep it short! Like literally a minute!
OFFER A CHOICE OF PORTFOLIOS. Truth is, a book is still king! Creatives look at computers all day. A well done book is still the best presentation method. My book is 10×15, contains 18 spreads with lay flat pages that are 30″ across. I also offer my iPad with a collection of images tailored to them or brand new relevant work shot since the book. More often than not creatives looked at both portfolios.
LET THEM DRIVE THE MEETING: But do ask a relevant question or two. If you really want to shoot for a particular campaign it is OK to ask how to improve your chances to be considered. If nothing else I ask how they would describe their ideal working relationship with a photographer. I get a lot of good information this way. If they are pressed for time they will let you know. If they like you and want to chat, take all the time they will give you. I’ve had meetings last from 5 to 60 minutes.
CLOSING THE MEETING. At the end of the meeting thank them for their time and hand them a leave behind piece. Ask how they prefer to be contacted and if you can continue to send them future promotions. Ask if you can connect on LinkedIn if you have not done so already. Don’t expect a job offer. Remember, this is simply an interview and a first step to building a potential relationship.
FOLLOW UP. With in a week follow up with a short but handwritten real thank you card, not an email. For really special or dream clients, consider sending a nice print, especially if it is a shot from your book they really liked. I like ready to hang aluminum prints. Keep it small, like 8×10. Most creatives sit in cramped offices and don’t have room for posters.
TRENDS. I’ve noticed the trends are consistent with what my stock agencies have been telling us. There is definitely a desire for more authenticity in images. Creatives understand you are setting up scenarios but the images need to have expressions and movements that look natural, real and not forced. This just reinforces how critical casting is. For the most part I feel I am doing a good job with that but it has made me re-think some of my shooting and portfolio choices. I always strive to show the most on target photography. Even in advertising and promotion, clients are looking for a more editorial feel.
Here are some blogs about reviews. My fav is from fellow photographer Todd Owyoung. Todd designed our current website and its integration with our Photoshelter account and is an all around great guy. I love that Todd, such a young guy, has great shots of KISS, a band from my generation. OK, I just dated myself. Good luck out there. Feel free to share back any tips you have that have helped you!
Michael, very informative article. Nothing as valuable as hearing first hand accounts from someone in the trenches learning from clients. All good advice, thanks.
Well written and exactly how professional sales people in every industry need to handle the potential client. The same elements are involved no matter what the product is. People need to TRUST the individual they are going to do business with. Building trust is basic and utilizes the exact techniques you have shared! Delighted to connect with you and will be sending you new customers to New Mexico and Alaska. You are exactly the Global Personal Photographer™ the world is looking for! Great to connect!