Lucrative Lumens

Contrary to what less-than-ethical marketers would lead you to believe, there are no magical solutions to get ahead in business. The World Wide Web, viral marketing, social media, pay-per-click advertising, the latest and greatest mailing list, etc.…all have been touted as the remedy to hard work, but they are more patent medicine than panacea. It all takes work, lots of work.

In my exciting life as a budding web professional, I have worked more hours in the last 6 months than most people work in a year. Most of which is spent sitting in a room (by myself to minimize distractions) scrutinizing text on a computer screen; that’s not what drew me to art. I love telling people I am a designer, writer, SEO, business person, or whatever other descriptor could plausibly be applied to working to get my business onto solid footing. I do whatever needs to be done…but I almost always emphasize the artistic aspects of my work because, let’s face it, creating is sexy.

That is a big part of why creative fields are so competitive—perhaps even seductive. When the behind-the-scenes work pays off it is fun, rewarding, and truly makes me proud; I assume the same is true for all of you. Sure, a photo shoot may be great fun but what about the hours of Photoshop editing? In short, to succeed you probably need to have a competitive edge (or better, many). One thing you can always do is to learn something new.

Here's a secret that Greg and I stumbled upon to give clients something extra: modest wardrobe consultation.

Let me back up. I worked for the Men’s Wearhouse for 5 years. I know an awful lot about styles, fabrics, fit, tailoring, how to tie a tie, and related topics. I was—I love this word but rarely get to use it—a professional haberdasher.

A few weeks ago we were on a photo shoot for a member of a board of directors at a bank. Our subject showed up early and in my opinion disheveled—at least for an executive portrait for a conservative financial institution. Not in a hurried way, just an unknowing way. Complete with a suit coat that needed the body to be let out about an inch (2.5cm), the sleeves to be shortened about a half-inch (1.25cm), a tie with a crooked 4-in-hand knot, and having his most recent appointment with a razor.

I re-tied the tie into a proud half-windsor and once he was in position I adjusted the coat so that his shirt cuff would be just visible, as it should with a business suit. You can’t digitally edit that; it has to be right at the shoot, and it was. We captured a portrait that can hang proudly in any bank or corporate space.

I am glad not to be in the tailored clothing business any more. America is becoming more casual (laments the web designer working in a tank top and sandals). People don’t know how clothes should fit, lay, feel or function. Like any other professional, people who are knowledgable about clothing are often happy to share that knowledge with an interested party. If you have a local Men’s Wearhouse, or someone in your area who makes/sells custom clothing, call and introduce yourself, and ask if you could come in at an off-time for a tutorial.

Bear in mind that this is their profession. If you can allocate between 500 and 1,500 dollars, let them teach you by experience. Buy a new suit and all the trimmings. Nicer clothes have better construction and more material in the seams and can therefore be let out so that they have a longer lifespan. I’d rather look good in a $500 suit for 5 years than look mediocre $200 suit for 2 years; the per year cost ends up being the same. If that isn’t in your budget make sure you tip them for their time and accommodation—don’t allow them to refuse.

You should also , take a stack of business cards, a flyer with a targeted promotion, and maybe even a sample of your work. People buy tailored clothing for occasions where they need a photographer: promotions, weddings, and similar life events. If you choose a higher-end retailer or tailor, you can know that most of the customers are relatively affluent. I’d go to a custom clothier and offer him a commission for referrals, or even make an offer where you will take the portraits for free but make your money on prints. People look good in freshly tailored, well-fitting garments; use that to your advantage. Use the sales savvy of a professional to your advantage (heck, ask them for tips on sales techniques). As long as you have an offer that truly provides value to all parties involved you should be able to generate business.

John Keats

Fortes fortuna adiuvat,