The Perfect Pitch: what's the formula?
I've spent a lot of time thinking about this phase. The perfect pitch. What is the perfect pitch? You only get one try, and when the odds are already stacked against you, you better get it right. Not too long ago, I would have attempted to answer this question by visiting the "About" section on my website. I needed the client to know who I was, why I was good, and why they should trust me. So I'd open my email pitch with a shortened, copy edited version of my "About" page, and go on to mention I was seeking commissioned work. I'd tell them why they were really great, and why we were a good match. I'd usually end with the suggestion of a coffee, or phone call. And 9/10, I'd hear nothing back. To be fair, I think 9/10 probably isn't that bad... Last month, I was sent a direct message on LinkedIn by a creative freelance consultant. I had to Google what that even was. He asked me how my career was going, told me a bit about himself, and how he helps freelancers like me get a constant stream of clients. He sounded super dodgy to me, but he asked "What is your main goal and issue at this stage in your career?" Despite my scepticism, I knew I had nothing to lose by giving him 5 minutes of my time. So I told him. This was my first year of full-time freelancing. Until this point, my bread and butter was baked and spread through other part-time or full-time jobs. So my main goal right now is finding more clients, while attempting to stay true to my values as a documentary photographer. We chatted about what staying true to my values meant. For me, it's about not saying yes to any old thing, but the things I believe in. Not easy when you're starting out. As the conversation progressed, he gave me bits of advice, one of which was a lightbulb moment for me. He told me the first question anybody should ask when finding new clients, should be: What do they need? What is their problem? The only way to make a client see you, is to learn first how to see them. For me, this advice only really requires a simple adjustment to my mindset, when thinking about and approaching new clients. Of course it's not about me, it's about them. How can I help them? And before you freak out, this doesn't mean I have to compromise my values as a photographer, either. It simply means I need to pick and choose the right client - for me. I've carried this advice forward, and even in the short period of time since this conversation was held, I'm pretty certain it's improving 2 things: who I'm approaching, and the response that I'm getting. I feel a little frustrated that this simple philosophy for finding work wasn't covered, or even alluded to during my 3-year photography degree that boasts about its vocational approach to photography. But I won't go there now. My memories are still fond, and I like it that way. And by the way, I was a bit of a nerd so I'm fairly certain something as key as this wouldn't have slipped passed me. Whatever your thoughts are about consulting and mentorship, this guy was helpful even just to speak to for 10 minutes. And I know I've mentioned this before, but it only reinforces my feeling that it's important to be open and honest about your worries and anxieties. We spend a lot of time drowning in a false notion of success via social media - Instagram being the biggest culprit, for me at least. And I know I'm as guilty as the next, but screw egos - we need to spend more time telling it how it is. Freelancing is lonely - you're only one human being bouncing ideas around in one brain. On the flip-side, social media is (of course) totally essential for not going completely bananas. I've established what I consider to be genuine friendships with people I know through social media alone, whether it be through collaborations, such as my book with Iain Sarjeant of Another Place Press, or through contributions I've made. At the beginning of the year I contributed to Grant Scott's A Photographic Life podcast. Grant found my work on Twitter and asked me to contribute. He's since become a mentor and friend. Grant generously gives his time to me, as well as other mentees, and together we've collectively formed a WhatsApp group where we share ideas, concerns and give each other little boosts of encouragement where needed. (I probably need it more than most. Sorry guys.) I haven't met any of these peers, bar one, but we give our time to one another, discussing topics of interest such as pitching, project ideas, exhibitions we like, or rates we’re unsure about. Groups like Photographer's United on Facebook does a similar job, serving as an essential platform for photographers to connect with others in the industry. I realise I've gone a bit around the houses on this one, so coming back to this idea about the perfect pitch...What's the formula? The answer is, there isn't one. It totally depends on the client. BUT, my feeling (at least for now) is that the key is in asking the right questions. Who are they? (really interrogate this one) What do they need? What is their problem? How can you solve that problem? As always, I’m interested to hear your experiences, so feel free to reach out on here, or whichever social platform you desire!