socialmedian: Marketing Tasks vs Positioning Strategies

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Marketing Tasks vs Positioning Strategies

Source: Dan Heller's Photography Business Blog

Nov 07, 2009

Summary

In a discussion forum on LinkedIn a while ago, a photographer in the UK named Clare-Louise posts a question, "What's the best way to market myself?"

The responses come flooding in: "Put your best portfolio together and send it to as many people as you can," writes one. "Do a direct mail marketing campaign," says another. "Build a great flash website," chimes a third. "Write about yourself in a blog," echoes the crowd.

All these ideas are those you've no doubt heard a million times, and many people swear by them, citing personal anecdotes to success. Yes, one should do these things. But that's not saying much. Everyone does these things. If you were to interview a room full of lottery winners, each will tell you their technique. But as you know, picking numbers is, despite the claims of the winners, nothing but luck. And so is photography, at least insofar as the marketing is concerned.

It's not that some photographers or their works aren't genuinely "better" or more appropriate for a given client than others. There are differences. The randomness comes in from t ...Read the full article

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