Successful self-promotion is all about
being at the top of a client’s mind when
they need the kind of photography you
shoot. It’s a timing problem solved in part
by creating promotions that creatives
remember because they hang them
on the wall or display them on a shelf.
We asked art buyers about the promotions
they’ve saved in recent months, and they
told us about a number of examples.
Here we feature five of those promotions,
with information from the photographers
about how they designed and executed
them. The amounts the photographers
spent to produce and distribute the
promotions vary widely.
Producing a book or mailer is a
creative process, so there’s no recipe
for success. But the most memorable
often feature personal projects, the
better to show clients what you are most
passionate about shooting. “You hope
to find an assignment that connects
with that, hoping to capture that spark
for the magazine,” says WSJ. magazine
photography director Jennifer Pastore,
who was impressed by the passion
project that Martien Mulder published
in her book, The City Beautiful.
Good design is another element
common to most successful promotions.
Savvy photographers understand the
pitfalls of DIY design, and hire good
designers instead. (Question: You wouldn’t
recommend DIY photography to a
designer, would you?) All of the efforts
we feature here were professionally
designed, because clients aren’t judging
promos just by the photographs.
The presentation also reflects the
photographer’s taste, their care for the
projects they worked on—and it helps
separate the promos that creatives save
from those that go straight to the bin.