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4. What are some ideas for what a photographer’s initial marketing push might look like, considering things such as re-branding, making new contacts, and re-energizing old ones.

I think (and many others would probably agree) that a photographer’s most important tool is their website, so start there. Look at a bunch of websites. (Here’s mine.) What do you like — or hate for that matter. Check out ProPhotoResource.com. They have a lot of valuable information on do’s and don’t for websites. What is your look? How do you describe your work?

Once your site is completed, decide what the best way is to get as much traffic to it as possible. Online advertising and print ads are favorites. What about your local markets? Can you do a joint advertising project with local vendors? Maybe some cross-marketing with the local florist and bakery? Provide free pictures for a photo credit at places such as schools, churches, doctors offices, even the YMCA; anything might lead to work. I volunteered to shoot my daughter’s Girl Scout dance held at her elementary school. It may not have been the most glamorous event, but those girl scouts sure love pictures of themselves. It drove a ton of potential clients to my site, and I looked like a super mom at the same time. Unlike commercial photography, portrait and wedding work touches everyone. Everyone has a family and will at some point know or be a bride. So carry lots of cards in your pocket, and get out there!

What are you looking for from speaker proposals, especially from people who haven’t spoken at WPPI before?
We have 10 new speakers this year who have never spoken for us before. They’re a little different from what we normally see. They may be talking about a different aspect of lighting, or a different approach to Photoshop, or right now photographers are very interested in posing and lighting techniques. And, of course, they should address how to make their work stand out from everybody else so that they can continue to do business in this down economy.

What goes into that program description?
There is an outline, essentially, of what they want to teach. Sometimes it’s only five or six lines, and then we ask them for more information. Remember it’s got to fill up a 2-hour class. It has to be a topic about which the person is extremely knowledgeable and a topic that will pique interest, to make the audience want to ask questions. We also check out a potential speaker’s website to see what kind of photographer they are.

Do you think there are topics that are particularly hot-button issues right now, and how do you keep a finger on the pulse of what people who come to WPPI would like to hear more about?
We always send out a survey after the convention. We ask people to critique the classes that they have been to and also to submit topics that they think were missing.

In the big classes, people want to go back to the basics. We have a lot of attendees who have never been professionally schooled in photography. They picked up a digital camera and thought they had a feel for it. They didn’t go to Brooks or RIT. They feel they have a lot to learn in some of the basic areas they may have just skimmed over because they have a good eye.

As I said, posing and lighting are two of the main areas of interest. They also want to learn how to get the picture right in the camera, without having to “fix” the image in postproduction. This year, of course, we’re emphasizing how to keep your studio afloat in this bad economy. We have a whole program track, The Business Institute, which covers that topic, with seven classes specifically addressing marketing. More »

Fine art and portrait photographer Michael Jang tells some great “breaking into the biz” stories in this video interview from our Photographers in Focus series. While still in art school, he used a letter from his teacher and some creative subterfuge to crash big Beverly Hills parties — and make the images that launched his career. We wanted to make sure you got a chance to see it if you haven’t already.

Michael is in San Francisco like us, so we thought we’d check in and see what he’s been up to lately. He’s excited about his recent conversation with aspiring photographers at the University High School here in town. Check out the San Francisco Chronicle story about his visit to the school as well as a collection of his very early family photos, which have just been acquired by the SFMoMA this year. Michael also gave us some bonus video footage of him speaking at a Photoshelter panel discussion.

“Don’t lose sight of why you want to be a photographer and your love for photography,” he advises. “If you can make good pictures, people will find you.” His point — that the real issue is not how to make money, but how to make great pictures — might not be the most popular, since it’s not the easy solution, but judging from the applause after Michael’s comments, it needs to be said more often.

Rachel LaCour Niesen is an old-hat at WPPI and has taught there with Andrew Niesen and Mark Adams for many years. That might make it sound like she doesn’t understand what a first-time WPPI attendee is going through — on the contrary, Rachel has such a reputation for helping new and experienced photographers alike, we knew she’d be the perfect person to share a few tips about surviving the huge WPPI show in Las Vegas, which starts February 14.

An image by LaCour photography. © LaCour

1. Start with a Strategy

First-time WPPI attendees are often spotted meandering through the tradeshow with a glazed, “deer in the headlights” look on their faces. Don’t risk being overwhelmed and paralyzed in the tradeshow. Before you leave for Vegas, write up an action plan. Compile a “Must See” list of products and vendors that most interest you. Prioritize visiting those booths first. Then, you can be confident that you’ve visited your top vendors before wandering around the rest of the tradeshow. When you arrive, start by reviewing the WPPI Program Guide and the Tradeshow Map.

2. Take Risks

Human nature is to seek out seminars that affirm our strengths. Rather than hang out in your comfort zone, push yourself by attending classes that challenge your weaknesses. Prioritize attending seminars that push you beyond your comfort zone. Are you intimidated by lighting techniques? Then attend Matthew Jordan Smith’s “Lighting Secrets” seminar on Monday, February 16. Need to boost your confidence in your sales skills? Then attend Corey McNabb’s “Sellification” seminar on Tuesday, February 17.

3. What Happens in Vegas Should NOT Stay in Vegas

Don’t leave your new knowledge behind. One of the biggest mistakes I made after attending my first WPPI was stuffing my notebook into my desk drawer. I never pulled it out again! WPPI is an amazing learning opportunity. Don’t waste it by taking tons of notes that will never be read again. Schedule a “WPPI Recap Retreat” for yourself. Put it on the calendar, block it off so you don’t get interrupted. You will need at least a full day to review your notes and decide how to apply your new knowledge to your business in 2009. You will learn so much at WPPI — soak it up and then implement it! More »