Let me give a couple of tips to all the advertising companies out there trying to get photographers to place ads in their publications/online. Don’t berate the photographer for choosing their own advertising methods.
I just got off the phone with a guy who’s caller id came across as YP.com (yellowpages.com). After the normal platitudes about how great the work is, he goes on to question how I advertise, why it looks like to him that I don’t want new work/new customers/etc. I tried to explain to him that I am more referral-based and have been cutting my advertising expenses over the last year, but he wouldn’t hear it. The tone became increasingly hostile and condescending. That’s not the way to look for new advertisers.
Early-on, I did much more advertising. But, as with any business, the key to long-term success is through relationships, and so my goal (and yours too) should be to establish those relationships. This leads to the fun, exciting work we all want to do, because those people you network with become fans of your work. They know you, your style, and what you enjoy! They pick you for you, and not because you came in with the lowest fee.
The world of advertising is constantly changing, whether it’s print or online. I know it’s very difficult for advertising publications right now to find and keep clients. Start by treating potential advertisers with respect, and you’ll go much farther towards establishing relationships with them.
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I have some friends who are in sales for the local Yellow Pages, and am often stunned at how clueless they are. I remember one discussion they recounted about a plumber. They were being sarcastic “Oh, and so when your water heater is leaking, the first thing you’re going to do is hop in your car and drive down the highway to get the phone number off that billboard you saw? No, people are going open the yellow pages and look for a plumber.”
To that I asked “what about the internet?” which garnered a similar, “Oh what, you’re going sit there and wait for you computer to boot-up so you can search for a plumber?” this was said by someone who’d just Googled for directions to the restaurant we were going to on her iPhone.
Wait, people still use the Yellow Pages?
I just tweeted that I’d like to find a way to stop them from arriving on my doorstep every year. HUGE waste.
Wow! Stunned! I agree with Joe, It’s a huge waste, things are much more tech/internet orientated now.
Sorry you had to deal with this.
Twitter: @adoredaustin
I just got TWO Yellow Pages phone books dropped on my doorstep today. This is increasingly annoying as Chris and I don’t even have a land line. If anyone knows how I can get them to stop delivering them to me, let me know.
And for the record, when I need a plumber, I use the ‘net, too.
Obviously this guy knows nothing about marketing, either, as the clients you are working with and seeking are very tech-savvy!