Spreading the Word and Getting the Gig

I ran a cross an interesting story over the weekend. It is an interview with Robert Evans, celebrity photographer. Evans was the wedding photographer for the Jennifer Anniston/ Brad Pitt wedding and then the Katie Holmes/Tom Cruise weddings.

So how did Evans break into that rarefied world? He schmoozed the florist. No, he didn’t cozy up when he knew that they were doing the wedding, it was a part of a regular recurring plan of action. Here is the quote

Why him?

The long answer is hard work, an artist’s eye and a portfolio of unique photos. But the short answer is: flowers!

See, over the years, Evans made a habit of shooting wedding floral arrangements and mailing his best shots to the florist. LA Premiere, of Beverly Hills, was so taken with his photos that they recommended him for weddings. Including the Pitt-Aniston wedding.

OK, Evans did a couple of things by using this method.First of all he endeared himself to the vendors because he enhanced their business. By that I mean that he gave them things that made them look better to their potential clients. Better shots of their product makes them look better.

Since the vendors would be showing these shots of their arrangements to potential clients, it gave him a showcase in front of clients that he wouldn’t have had otherwise.

While not explicitly stated in the article, I’m sure that over time, his method went a long way to build relationships with these vendors. Relationships build business.

Before you get all excited, remember that this is not an overnight thing. It isn’t even something that can be accomplished in a single season.

For 10 years, he’d spent weekends shooting the first dance, the cake, the garter. Eating chicken with the band. Waiting for the bride and groom to climb into the limo.

If you are a regular reader, then you know this isn’t the first time I have advocated something like this nor does it work only for photographers. What ever you do, there is a way to share it with the businesses that are in a position to refer you. Florists, caterers, bakers, DJ’s and stationers have all found ways to accomplish it.

It takes time and persistence but as Mr Evan’s story shows, it can pay off in a huge way if you just stick to it.

If you want more specifics, I found this in the Members Content archives:

Never Underestimate the Power of the Suck-Up

(yes, you have to be a member to read it, but shouldn’t already be one anyway?)

He captures celebrity “I do’s” and yours too | evans, wedding, says – Life – The Orange County Register.

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