The buzzwords have changed

You might remember a time when photographers had to add a sizzle to the sausage.

Productions with equipment which was never used, to create a sense of scale and help the client feel their money was justified.

Ridiculous client lunches (I recall a dinner for four in Hong Kong where an entire bottle of Kauffman Vodka was consumed together with Beluga caviar flown in from Russia), and trips to exotic destinations when the shoot could have been done down the road.

The other thing that used to be excessive were the promos. Slick expensive looking beautifully designed packages, sent by courier, would arrive with multiple parts; a pair of sunglasses, a loupe, a booklet, a CD (😂), an envelope within an envelope with sparkly bits falling out, giant beautifully printed posters (folded in an intricate way) and a thing I had to assemble because obviously I was bored and needed another thing on my desk. Everyone in the creative department got one too.

Everything was about polish. It had to be slick and super high end to prove you could deliver a high cost production with aplomb and professionalism. Oh and of course, that’s the look which sold.

But the buzzwords have changed.

They’re ‘authentic’, ‘raw’, ‘real’, ‘genuine’.

And that doesn’t just apply to style of photography. Relationships have ALWAYS been a priority. Building slow, intentional relationships with people to earn trust has always been a huge part of the job. But now, with budgets being slashed and so much competition it’s become more important to show the human behind the work. Good photography is assumed.

Ultimately creatives, art buyers and producers want to know that you’re someone they can work with. A collaborator they can trust to get the job done well.

So when you’re sending out promotional material try to keep it real. Anything mass produced, anything overly slick, is going to feel less personal. And it’s far more likely to get tossed into the bin or ignored.

Of course there are always exceptions to the rule. That’s why understanding who you’re speaking to is essential.

But sometimes, something as simple as a small print with a handwritten note can make more of an impression than the most beautifully produced promo. And it doesn’t need to cost the price of a Russian feast in Hong Kong.