So with that said I want to explore with you the dictionary definition of marketing: "Marketing is the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling".

For the purpose of this article I want to explore with you the first part of the above dictionary definition for marketing.

"The total of activities involved", after reading that statement what's the first thing that comes to mind?

I hope you arrived at the conclusion of "taking action or combination of actions".

Marketing by its very definition means communication in action. Marketing is not something that you think about, it's something that you do. Yes, it's important to the study of the principals of good marketing in order to make informed decisions but for many photographers that's as far as it goes.

If procrastination is a lingering issue for you the first thing you must do is create a plan for your marketing activities. Second, focus your energies on taking pro-active and consistent action on that plan. With that said there is a crucial key point I want to emphasize: taking action is only one part of the puzzle.

For me marketing isn't so much about what you do, as it is why you're doing it.

To illustrate my point I want to share with you a bit of a conversation I had recently with a close personal friend who happens to be a frequently published editorial photographer. My friend decided that he wanted to explore the possibilities of working with modeling agencies here in Los Angeles in hopes of picking up extra work shooting model tests.

When I inquired about his proposed plan to approach agencies his response was to send emails pitching his services and then waiting to see if anyone would respond. Concerned that his strategy would lead to disappointment I inquired if this was his only plan of action? He believed that sending unsolicited email would be sufficient to start a dialogue with the agencies.

I immediately suggested that he research the agencies he wanted to approach including investigating the agencies website and to see if they were active on social media. Next, I asked if he had direct contact with anyone currently affiliated with the agencies he was considering? That question opened the door to a potential sweet spot, more on that in a moment.

The bottom line: My friend needed a plan that involved a multi-prong approach, not a sole random action.

You must have a clear reason why you're the obvious choice for a potential client and this knowledge supersedes taking any specific action. In the case of my friend he wanted to create connections with top agencies that would hopefully lead to paid work. But first, he needed to understand why he was an appropriate candidate for the agencies he was considering.

Trust me, your client is asking that very question even if they never verbalize it to you directly.

After quizzing further he revealed that a couple of the agencies he's considering were featuring his work on their website. To which I asked, "How did the agency get your photos, did you submit to them?" He informed me that many of his models use his photos in their book to get signed with agencies.

Remember that sweet spot I mentioned earlier?

That knowledge completely shifted the complexion of his marketing approach. Obviously his former models and the agencies they're currently signed appreciate the quality of his work enough to feature it on their site. This says a lot about his potential to leverage that information into a one on one connection.

You Need To Have A Strategy:

Now he understood and could verbalize why he was obvious candidate. Next, we focused our energies on devising a plan, I suggested that he reach out to the models whose currently featured on the agencies website. Second, he should inquire about the key decision maker(s) within the agency so he has actual names of people he can directly approach. In addition he should inquire about the culture of the agency and how they operate.

Can you see how doing a little homework will give him more leverage than sending blind emails? Further I suggested that he direct his energies on contacting the agencies by telephone versus email. In addition if he was feeling particularly ambitious he could consider dropping by the agency in person with his book and asking for a five-minute consult.

Don't Sell Yourself On One Tactic

Even though my friend was previously sold on email I believe that as a stand-alone marketing tactic it's too passive. I pointed out that agencies receive a ton of email daily, and who's to say that his email will ever get through to the key decision maker?

But by redirecting his energies to more pro-active means of communication he stands a much greater chance of breaking through.

To me marketing only means two things, communication and establishing a relationship. The sale takes place when the relationship is solid.

Many photographers like my friend mistakenly believe that marketing is solely about getting the sale, but that's only part of it. Marketing in its truest form is about making a connection and then establishing a relationship that eventually leads to the sale.

Shift your focus from getting the sale to establishing and building a solid relationship.

Think about the last company or person you did business with. Then ask yourself why you chose that particular business or individual over the competition down the street?

Just in terms of marketing your business (off as well as online) when was the last time you mailed a handwritten thank you note to a current or former client? When was the last time you invited a key contact with who you'd like to work for a cup of coffee?

If you're active on Twitter do you reach out to your Twitter followers, even if just to say hello or introduce yourself?

When you send a friend request on Facebook, do you just click the "add friend" button or do you take the time to research the person you're approaching and then draft a sincere and thoughtful message to accompany your friend request?

If you do I bet more of friend requests will be approved. Look at it from this perspective; think about how you'd prefer to be approached by someone you've never met.

If you focus first on building solid relationships eventually your efforts will result in establishing key contacts and that lead to new business. My suggestion to you is that you dedicate a specific percentage of your week to reaching out in more strategic and thoughtful ways than perhaps you're currently doing.

In conclusion here are a few action steps designed to develop potentially profitable relationships for your photography business.

• Get clear about what you want to accomplish
• Know what you have to offer a potential client
• Do your homework on prospective clients and then reach out to those who can either help you make contact or refer you to those who can
• Don't be afraid to tell people what you're looking for
• Focus your energies on direct initial contact. Email is great, but be don't afraid to pick up the telephone
• Schedule time during the week to connect either by telephone or better in person.
• Dedicate a few hours per week to making calls and getting your book seen.
• When you get the appointment 'listen' more than you speak
• Don't be afraid to ask for feedback
• If the meeting doesn't result in a commitment to work together suggest a specific time to follow up. Even person doesn't want or need anything at the moment extend an offer anyway.
• Follow up immediately after the meeting by sending a hand written thank you note, or at the very least email.
• Use social media thoughtfully

Finally, don't become discouraged if your efforts don't directly result in an immediate sale. Remember the old saying it's not "what you know - it's who you know?" I believe that photographers who keep themselves engaged and focused on relationship building will be the one's who thrive as we ride out this economic storm.

True, we're in the midst of a major economic transition; some refer to what's happening as a course correction. No matter how you look at it at the end of the day people still need great photography executed not only by skilled photographers but also, by thoughtful individuals who truly care for the needs of their clients.

In the meantime I'd like challenge you to view what's happening as the 'winter' of your marketing cycle. While we can't physically plant seeds when the soil is frozen, we can make a plan for what we will plant once it thaws.

Planting New Seeds:

Perhaps it's time to consider developing new sources of income that's not solely dependent on the paid shoot.

Many things come to mind for example, perhaps you could teach photography classes in the evenings or on weekends. Write that book on photography you've been thinking about or set-up that Blog you've been putting off. If you aren't getting enough paid opportunities use this downtime to develop a personal project around your photography.

Consider reaching out to the media through radio, TV or print. I know for a fact that these media platforms are always looking for interesting guests and topics.

What do you have to say that is news worthy?

Perhaps consider lending your support and your talents to a local charity or organization. At the very least you'll be out of the house and away from the computer for a few hours and I wouldn't be surprised if you meet some really cool and thoughtful people.

Whatever you decide focus your efforts on establishing connection and nurturing solid relationships. Make yourself available and be sincere in your efforts and once spring returns you'll be several steps ahead of where are you at present.

I hope that the ideas presented today will help you establish long-term profitable relationships with your clients and with yourself. Best of luck on your journey.

© Rodney Washington, Creative Marketing Strategist

For more great marketing ideas and strategies check out my new e-book: Eye On Marketing: 41 Days From Struggle and Confusion to Clarity & Profits available at Pro Photo Publishing - http://www.prophotopublishing.com/eye-on-marketing/

Visit Rodneys blog at: http://www.photo-marketing-mentor.com/blog