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Financial Goals Financial goals tend to be the easiest for talent to list. After all, most people know how much money they need to exist and how much they want to save. qxd 6/27/07 9:02 PM Page 39 C H A P T E R 6 / C R E AT I N G S U C C E S S type of profit margin are you looking for? What additional equipment do you need to stay competitive? How much money will be spent on your sales and marketing program? How much money do you need for employees? For taxes? Look at your list of creative and professional goals.

Buyers who do this often bookmark Web sites and save promos. Some even go so far as to list words and categories that describe the talents’ style so they can later remember what they have seen. They turn to these references when an assignment is on their desk. Many photo editors and graphic designers have told me they have similar practices. The descriptive words they use might surprise you: • • • • • Illustrative product—heavy color, strong sense of graphic composition People—warm, emotional, portraits and moments People—lifestyle, cutting edge, motion, alive Architecture—big, bold editorial style, detail-oriented shots Corporate location—all subjects, strong lighting, great use of environment It is obvious that buyers are defining you by not only what you shoot but also how you do it.

You need to break through to them. You need to give them the reason to match you with an assignment. ” Grant continues, “Many photographers are afraid of marketing a single vision. qxd 6/25/07 7:15 AM Page 44 PA R T 2 / V I S I O N only do one type of photography, and thereby lose work. They try to be everything to everyone, which makes them nothing to everyone. They are missing the point. ” Ten years ago, it was common for photographers to have a portfolio that included different categories of photography, such as corporate location, food, still life, and portrait.

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A-Z of Digital Photography by OLYMPUS


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