How Well Do You Know Your Prospective Client? – Gary Cole
I’ve long ago lost count of how many photographic submissions I received over 35 years at Playboy that had little or no relationship to what the magazine published. It always amazed me because the reference material, the magazine itself, was so readily available to anyone who had an interest in becoming a photographic contributor.
The list of the kinds of photography we didn’t publish was long–just a few examples: art school black and white photos of faceless nudes lying on rocks; portraits of children; landscapes; wall graffiti; street photography; animals—the list goes on.
What we did published was color photography of beautiful women, clad and unclad; men’s fashion; lifestyle which could be anything from cars, boats and planes to liquor and food; portraits (see the Playboy Interview); celebrities.
You might have made an impression on me with a great image outside of one of thee categories but not likely. And even if I liked your street photography, I was never going to give you an assignment.
“Photographers are so caught up in what they like to shoot and how they like to shoot it that they often neglect to take the time to study what their prospective client is actually likely to buy.”My point is that many photographers are so caught up in what they like to shoot and how they like to shoot it that they often neglect to take the time to study what their prospective client is actually likely to buy. I’m working with a photographer at the moment who is trying to attract clients in the mining industry. I’ve had a hard time convincing him to not show prospective mining clients girl portraits, food shots, action skiing and winter activities photos and other categories that have nothing to do with the mining industry.
Does this mean that he only shows these prospects photos of drilling machines, oil rigs, deep tunnel photos? In large part the answer is yes but when one looks closely at what mining companies need you find they require other types of photography as well—corporate portraits, community relations photos, images that demonstrate their corporate commitment to maintain the environment, conserving resources, anything that relates to building the company’s image in the eyes of its shareholders, employees and surrounding community.
About Gary Cole
“There is no excuse for not researching the business of your prospective client. It’s as easy as doing a little investigating on the internet. Take the same approach you should be taking if you were going into that company to apply for a job.”There is no excuse for not researching the business of your prospective client. It’s as easy as doing a little investigating on the internet. Take the same approach you should be taking if you were going into that company to apply for a job. Know what they do. Know some of the history of the company. Take a look at whatever existing materials they produced that may be available to you. You will gain the immediate respect of whoever is looking at your samples if they see you understand what business they are in and what they might need from a photographer.
If you want to learn more about photography and the business of photography, attend our next STC seminar in Miami, Florida on April 2-3, 2016. We’ll help you with your lighting, your posing and your ability to sell your to clients.
~Gary Cole
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