There are two parts.

1. Don’t shoot images you think art directors or clients WANT to see because you will be wrong more often than right. There is no aesthetic that everyone wants to see.

So be authentically you and shoot the images the way you want to shoot them so they fit your style. If the AD likes that, you have a shot. If they don’t, then you don’t want to shoot with them either.

You are not automatically entitled to every client that converts oxygen.

2. But you must make sure that the work is a good fit for them according to what they do.

When my ad agency would get promos, we would get a smorgasbord of architecture, models, cars, food… the gamut.

But anyone could look us up and see we did medical technology clients. Not models, not food, not cars.

Medical technology.

Rarely did we ever get a promo or a portfolio showing that gave us images that we found relatable to what our needs were.

Research the client and find out what they use, what they need, what they are looking for. And if you shoot that kind of work, great. Just make sure you shoot it in YOUR style, your way.

Otherwise you can make more money driving Uber.


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