EG: You can choose to market yourself with big, loud tactics. I’ve chosen a slower approach with my marketing; I’ll call it “white noise marketing.” The secret for me has been to continue to produce quality images and quietly remind people about them. To do this, I like to send people anywhere from five to eight postcards a year and usually write something funny and personalized on the back. I’d hate to be the photographer version of a used car salesman with loud gimmicks and cheap suits.That’s not the association I want people to make when they think about my work.
The focus for me has always been and will always be “make good work.” Of course, I can do things to help promote that work, but if it sucks to begin with, then I’m failing. I’ll continue to self publish and create personal work—that is essential to me as a human and as a brand.
JS: This feels like a cart versus horse query. From my perspective, you need to have the goods before you share them. My focus will always be creating new projects and presenting them in a way that is fully in service of the work. When my work is ready to be shared with clients, I try to be personal and tailored in the marketing approach. This could be in the shape of a direct email or a handwritten letter with a batch of small prints in an envelope. I want the way that I’m reaching out to be consistent with who I am as a person and the feel of my work. Photographs will always lead. Design needs to be utilitarian and current. No gimmicks, no food. Ask yourself these questions, does this feel like me and would I want to receive this?