Demystifying the Business

Demystifying the Business.

As a business, your marketing is your advertising campaign for your targeted marketplace. The most basic advertising goal is finding the sweet spot that makes a client go from wanting to needing your product or service. You can do that only when a customer makes an emotional connection with your brand.

Pull up your website or grab your portfolio and start flipping through it. What do you see? Do you have a clear voice that is apparent throughout your work? Would a creative be able to tell what you do at first glance? Why did we have you do this? Because most commercial artists think of their website and portfolio as a "greatest hits of all time," but this isn't how you should be thinking about your work. You need to sell yourself, and you need to do it well.

About the author

Karen D'Silva

Karen D'Silva is one of today's most influential creatives in the commercial photography community. She founded Karen D'Silva Creative Services, a trend, marketing and research company designed to help photographers understand the marketplace, find where their images fit, and profile and market to clients who share the same photographic vision.