The 3Ts of Creative Success

Becoming a successful commercial artist (Illustrator, Photographer, or Designer) doesn’t happen overnight.

In fact, overnight sensations are rare. As with anything, success comes only with an investment of Time, a little bit of Talent, and a whole lot of Tenacity - the three Ts.

Recently, I was talking to one of our contributing artists – a relative “newbie” in the field. He wanted to know “how to land a big account?” Since I’ve been out of commercial photography for over 10 years I decided to get some advice on how today’s photographers are landing their dream jobs. Now, these people are busy people… so I will stream in their comments over the next few weeks.

Glen Wexler: (Don’t know who Glen is? Do a google search… unbelievably awesome photographer) There are three primary components to landing a big account: Talent; Timing; and Trust. This applies to my current work on national and international ad campaigns, and it applied in the early stages of my career creating album covers (yes, before CD’s). Please note that my three T’s are not the same as those mentioned above.

Talent is the component about your unique point of view as an artist/photographer and your ability to add this vision to the client’s marketing objectives.

Timing for most of us is about creating opportunities from marketing and promotion rather than being at the right place or knowing the right person. If your talent is appropriate for a project, the art buyer needs to be thinking of you when it is time to assign the work. There are several important aspects to marketing and promotion to create awareness of your talent: portfolio, website, sourcebook and trade ads, direct mail campaigns, photo annuals, book projects and gallery exhibitions, and many photographers work with artist representatives.

Trust is the closing element needed to land the account. The client needs to feel confident that you will meet their expectations on time and on budget. They also want to look forward to an enjoyable experience.

There is a lot more to be said on the subject. For those of you that will be in New York for PhotoPlus Expo I will be involved in a three seminars that will cover these topics in depth:

1: 11/2: There's Always room at the Top - How to Get There and Stay There

2: 11/2: Creating New Realities: Pushing the Boundaries of Photo Illustration (Presentation)

3: 11/3: How To Be Your Own Best Rep (Panel Discussion)

For more info: www.photoplusexpo.com

As Val mentions, success is typically not achieved overnight, but it certainly happens for some faster than others. At the risk of oversimplifying the matter, all three components need to be in play.

The longer you are in the business your reputation becomes an increasingly important factor. The precedents you set will impact the course of your career. Your images you show will create your brand, your pricing establishes your worth, and your track record in meeting, or better yet exceeding, the client’s expectations develops confidence and loyalty.

After years of developing a reputation, I am fortunate to get much of my work from word of mouth or directly from my website but it is also important to maintain an ongoing industry presence. I am also embarking on a new opportunity promoting my new book “The Secret Life of Cows”. Although, not available until early next year, I, along with my manager, have been traveling the country promoting it. Some of the images can be seen on my website, and yes Val, I’ll send you a signed copy soon.

Next week read Tommy Steele’s perspective. (Former Creative Director of Capital Records and currently Creative Director of Design at Team One Advertising)