Author Archive for Angela Pointon

Photography Marketing: How to Keep From Overextending Yourself

When you own your own business, you often want to take on the world. You want to constantly do new projects, take on new assignments and launch new stuff. Over committing and over extending comes from good intentions. But, it can often leave a trail of frustration and disappointment for yourself and for others involved.

I adopted this mantra for my own business and even my personal life a few months ago. So far, I’ve stuck to it with steadfast dedication, and it’s unbelievable how helpful it’s been to me. So I wanted to share it with all of you, too. Here it is:

Do what you say you’re gonna do.

Simple, right? Actually it’s not, and here’s why. When you follow this mantra you are unable to commit to doing anything you’re not going to do. It puts an end to empty good intentions and starts every decision with a serious conversation on whether or not I’m going to commit. And if I can’t commit, saying no is hard. But, I remind myself that I’d rather say no than let someone down. And when I say yes, I mean it. When I commit, I do it.

This mantra has one other level to it. I have found that when you over commit to something (or to many things), you skim the surface of what’s expected. You might complete tasks late. You might not give them your all. In the end, even though you made an effort, more than likely you’re disappointing someone by not approaching it with the unbelievable passion you might be capable of if you had only hand selected the things you’re willing to 120% commit to doing… and doing amazingly well.

Make every day within the business much more satisfying and rewarding by following these simple guidelines.

Here they are:

  • Say yes to only the things that help you and your business along its path toward success.
  • If you’re into it, give yourself the room to say yes to a limited number of volunteer or philanthropic engagements. Hint: I find it easiest to set boundaries up in the beginning of the year. For example, if I tell myself I will allot time for 5 volunteer events in the year, I think long and hard before committing to each one because I only have 5 I’m “allowed” to do.
  • Practice saying no, and help people understand why. For example, tell them you have to respect your prior commitments and make sure you have time to give them your all. They might be a bit disappointed, but if you give them an explanation they’re more likely to understand.

Photography Marketing: The Essential Steps Toward Landing a Dream Client

Let’s face it. We all want to land that dream client. We want that fantasy photo shoot. We think about what it would be like to be there, on set, camera in hand, shooting the photograph of our dreams.

When we ponder our photography marketing and wonder if it’s working for us, it’s critical to make sure our efforts are directly targeted at the type of work we dream of. How do we get from here to there?

Step One: Define the dream client’s persona

We cannot attain the shoot of our dreams if we haven’t formally and fully defined the persona of the decision maker we need to win over. In other words, we may have fantasized about what it would be like to be there. But do we know the exact person (or group of people) who will make the decision to hire us? Do we know where they hang out, what websites they read, what influencers they have, what things they dislike? If you don’t know, spend some time researching, talking to other similar individuals and determine all of the possible attributes that make up this decision maker’s persona.

For example, a sample decision maker’s persona might be described like this:

  • eats on the go
  • loves small dogs (she has two)
  • lives and works in the city
  • works late at night often
  • goes to charity events (at least once per month) with coworkers
  • collects vinyl records
  • price of photography isn’t an issue / not reason for deciding
  • works for her clients; she is the decision maker, but the client must love her choice
  • her shoots are rapid and she needs someone who she can book quickly

Step Two: Be where they are

You might meet your coveted decision maker via an introduction from a friend or the hope of word-of-mouth about your work. But if you don’t want to bet the whole hand on either of those, you need to find a way to be where your decision maker hangs out. Here are some ideas on ways to do just that:

  • write a guest blog post on the websites they frequent
  • submit to speak at events they care about
  • offer to do free photography at a charity event they’ll be at
  • understand what they’re totally passionate about (tennis, knitting, art collecting, etc) and send them an introductory note, letter or email and include a comment about their passion (ideally you share the passion or can at least relate to it)

Step Three: Make sure your work looks like the work you want to get

This sounds so obvious, but it’s so important. Especially as we’re starting out, photographers shoot a lot of different styles and subjects. But if the work you are currently creating isn’t the work you want to be creating, you have to change that. You are empowered to shoot in a way that makes you happy. Every photographer has that right. At some point in all of our lives we starting “acting” and then that “act” becomes the reality called: our life. If you start shooting the type of work you want to shoot today you will gain experiences, gain images and gain craft that gets you one step closer to your dream client every day.

 

A Swift Kick: How to Delight and Amaze Clients

My favorite restaurant in the entire world is right in my city of Philadelphia. It’s a tad pricey, so my husband and I treat ourselves twice a year to a night out for dinner there. One night, about two years ago, we booked a reservation and headed into Philly. We checked in with the hostess and she swiftly brought us to our table. We sat down and noticed something right away.

The chair cushions on the seats that were once spotless and firm were dingy and sagging. I remember thinking, “that’s odd.” The restaurant was a homey place (not stuffy). The kind of place where the head chef takes pride in his work and visits a table or two a night to speak face-to-face with his customers. The food, no matter what you ordered, was always impeccable. The drinks were always fabulous. But, while the furnishings were once clean, quaint and cozy, now they showed a bit of wear.

The furnishings. The seats the customers sat in. Those seats went unnoticed. Why would the head chef ever need to sit at one of the tables? He was always, always on his feet. And this is unfortunate. He never took a minute to sit at a customer’s table. To see what they see. To feel what they feel.

marketing for photographers

Your Photography Business Is No Different Than This Restaurant

Take some time to experience your business from the customer’s vantage point. Come at things from a different angle, from a different seat and you may notice some glaring things that desperately need changing.

 

A Swift Kick: Creating a Unique Photography Business

I think one of the most difficult things about being a visual artist is how “in your face” the competition can be at times. I don’t mean in an aggressive way. I mean in a literal, all-present way. They create amazing work; you feel defeated. They score an unbelievable opportunity; you feel jealous. They brand themselves beautifully; you feel lessened.

Sometimes it’s enough to make you feel like packing up your toys and going home. But despite all of this downtrodden negativity, I’ve got good news.

There is something that you were granted. There is something they absolutely cannot do better than you.

It sounds a bit hokey. Possibly even overplayed. But one thing that your competitors cannot do as well as you, is be you. We, as humans, are all made up of our own experiences. We all have our own abilities. We all have our own views of the world. So while you might appreciate the abilities of your competitors, you are required to build upon your own. You are required as a visual artist to be better than you were yesterday.

What do I mean?

Read More→

A Swift Kick: Growing a Photography Business Every Year

When we first start out in a photography business, it seems that the sky is the limit. We’re new to all of this and there’s nowhere to go but up. We gain clients, our business ramps up, and our dreams begin to unfold. But as we start growing busier, we find ourselves challenged to continue the behind-the-scenes operations. So we hire someone (even if just part time) to assist us with bookings, invoicing or answering the phone. And that alleviates some of our time, so we can shoot or edit more.

When our photography business continues to grow, we become too busy to market it. In the beginning when we had nothing, we were obsessed with marketing. After all, it was the only option for growth. And now, that clients are calling and booking, we scale back.

This is the number one mistake any business owner makes, and it’s the number one reason that causes any business to plateau or decline.

Marketing can never be stopped. It doesn’t matter if we’re starving or well-fed, our marketing is what promises the health of our business into the future. So even if it feels strange to invest money or time in marketing your business when you’re so busy you can’t see straight, get over it. Read More→

A Swift Kick: An Introduction to Angela Pointon

I was married to photography for a short time. But I cheated on photography when I had a love affair with marketing and business.

I’ve decided to come clean, and I’m out in the open about all of it now.

I started Steel Toe Images because I believe that photographers and artists are amazing, and each and every one of you has what it takes to be a great businessperson, too. I am here to show you how.

Before Steel Toe Images I was chief operating officer at a marketing agency helping hundreds of small businesses accelerate their growth and achieve the success of their dreams. I’ve also watched businesses flounder and fail, and I know the critical difference between what it really takes to create success and what people think it takes. I want to share those secrets of what I’ve learned with you.

On a lighter note, I have a contagious laugh that isn’t difficult to catch. I’m an easy audience for even the most amateur comedian. I have spent more years of my life as a vegetarian than not. I love animals, but I don’t have any pets (darn allergies). I have a really warm place in my heart for New England. I have two small boys and an amazing husband, and our happy, silly family resides just outside Philadelphia.

Join me on Wednesday, September 19th from 8:30 – 9:30PM east coast time for a FREE live webinar to learn all about how to listen to, understand, and utilize your gut instinct. Can’t make it on that date? Register anyway and we’ll send you a recording of the event whether you attend or not.  Space is limited. Reserve your space and register now: http://www.eventbrite.com/event/4051004664