Is it really Armageddon?

‘Nothing I’m doing is working Christina – it’s close to Armageddon out there!’

This was a discovery call I had with a very established advertising photographer based in LA last week. He was beside himself with worry.

The day before I met with a photographer who hasn’t stopped shooting in months. Ad agencies and brands from from LA and Sydney are hiring him for his take on automotive and sport campaigns, and he was squeezing in agency meetings between gigs.

To confuse matters completely, a UK photographer who, 3 months ago, was ready to pack it all in and get a new career (Armageddon!!!) told me yesterday he’d just had his busiest quarter EVER.

Yes it’s crazy out there, and the roller coaster has become more extreme. That can be extremely discombobulating, and I completely understand that persevering isn’t for everyone.

But if you’re prepared to ride it out, there are ways to make the lows more manageable.

 

1. Get perspective

When you’re panicking, or focusing on all the things that are going wrong or not happening, you are probably missing opportunities because you’re looking the wrong way.

Take some time to step back, think big, and revisit what you want to do and love doing. Perspective is what you need when you’re overwhelmed with work or floundering in drought. It might just point you in the direction of something you haven’t thought of, or wake you up to something exciting right under your nose.

 

2. Create and make personal projects

Now’s the time to make work with a strong opinion and voice, and I truly believe it shouldn’t cost a fortune. If you’re quiet, use your time wisely. Develop a real idea and watch all the options unfold. Create a treatment and share it with possible collaborators. Get your agent or producer on board. Get publications and even brands interested. Having true purpose behind your ideas will actually make it MORE inspiring.

 

3. Batch your marketing

Research (or revisit) your target audience. Claude is your friend here.

Make sure your online presence is speaking the right language for the people who might want to hire you. Update the images on your website. Write a series of shorter email newsletters instead of one huge update every six months. Repurpose them into social posts. Write your personal outreach emails. Send your print pieces. Get in front of creative decision makers, photo editors and potential clients. Share your personal project ideas.

 

If you can fill the troughs with fresh, confident activity, you’ll be in a much stronger position when the peaks arrive. And it all starts with stepping back and gaining a little perspective.

The fact is lens based image makers who keep moving are the ones I see coming out stronger – and your next opportunity (whatever that is for you) may be much closer than you think.