I was in a bind this morning. Nothing to write about and a little unprepared since we’re flying out early and headed home after WPPI. But then like magic, my good buddy Terry Clark sent me an email in response to yesterday’s post about their being no shortcuts to building your business.
 
After 20+ years in business, Terry’s enthusiasm and passion for the craft always amazes me. It’s the most important ingredient in any business…passion for whatever starts your day…EVERY day! So, thanks for sharing this buddy!
I meant to write as soon as I read your blog.  There are indeed no shortcuts.  Truer words were never written.  You’re absolutely right for today, or any other day.
 
When I went into business it was a struggle.  I was new in town so I had no history with any art director or graphic designer.  But I kept going and growing, keeping my goals clearly defined and at the forefront of my mind.  I would shoot personal work (i.e. stuff I wanted to be hired to shoot), make black and white postcards in my darkroom and mail them to prospective clients.  I was targeting a very specific audience of people I knew I wanted to work with and build a career around. 
 
Making postcards back then was an arduous process, but I did it every week for six or nine months.  Every photographer, consultant and agent I spoke with said that was way to frequent. It was overkill and I would annoy the very people I was trying to befriend.  Funny thing though, after a month and a half of cards going out when I telephoned ad agencies for appointments to show my book I would get in, usually on the first try.  Everyone knew me as ‘the postcard man.’  Even receptionists would comment on something I had sent. 
 
Often I met art directors who had one or two pieces of my work tacked to their wall.  One creative director had every postcard I sent displayed gallery style right behind her desk.  From this first blitz of simple, clean, emotionally packed black and white pictures a career was forged.  I did what others told me I shouldn’t do, but in my gut I knew it was the only thing to do!  I went against conventional wisdom and it worked.
  
My target audience however was tightly focused on the people I knew, through research, who had the kind of jobs I wanted.  Thirty people.  Period.  My return rate was insane by conventional standards.  From that group of 30, 20 became clients.  And now, 20 plus years later, that group of 20 are still my clients, and my friends. 
 
120221-0023-Mellon Arena-s
Today, opportunities are popping up out of thin air.  I did a CD cover for a musician last week and I’ll be working on the inside sheets for concert promotion pictures tomorrow.  The photo above of the Mellon Arena razing was a fluke.  I intended to just make some general pictures of the structure, but when I arrived it was instantly clear they were taking down another section soon, so I waited and tried to find the off moment, the unusual angle, something different.