Ed Schlotzhauer

An artists journey

Category: Marketing

  • The Hardest Part

    The Hardest Part

    I have figured out what I consider the hardest part of photography. Excluding Marketing. It is selecting a portfolio.

    Pick a few

    It’s a common situation. Perhaps I am entering a selection for a gallery competition. Maybe a client has requested a few choices for a job. It could be just needing to pick some images for this blog post. Whatever the reason, I am faced with the problem of selecting a small set of images for a certain use.

    Oh sure, I have the images that would work. It’s not like I”m not happy with my choices. The problem is selecting only a few.

    I’m calling what I am doing here making a portfolio. That is not precisely correct. Formally, a portfolio is a collection of images designed for presentation to an audience. Often one-on-one. However, the process is substantially the same for that and the situations I described. So I will not distinguish them.

    Embarrassment of riches

    Please don’t take it as bragging, but I have lots of images that I like. I have been at it a long time. Lots as in many thousands. That’s just the ones I promote to my top level selection category. A lot of others in my catalog would be useful for certain applications.

    Yes, I have a disciplined filing system. Everything is culled through multiple levels of selection. I find it is hard to pick the ones I like best from a shoot, so my process is oriented around rejecting the ones that are not as good. I don’t know why, but it is easier for me to say “I don’t like that one as well” than to say “I like that one best.” That is repeated through multiple levels. I apply more stringent criteria at each level.

    Giant bear peeking into an urban building©Ed Schlotzhauer

    Most of my images are filed geographically and I have an extensive keyword system for tagging all sorts of information. And I use it.

    All this should make it easy to find just what I want. You would think, but no. It is easier in that I am only wading through thousands, not hundreds of thousands of images to pick. But that’s not even the most difficult part.

    No guidance

    We are awash in training material to help us become better photographers. Some if it is actually good. There are thousands of hours of videos on camera operation and composition and visual design. Many more on techniques in the field and techniques for post processing. And gear guides are limitless. As are books to supplement the videos. All of this can help boost our knowledge and improve our technique.

    But when it comes to pulling together a portfolio, the advice is: it’s hard, keep editing, get it down to a few great images.

    Thanks, but that is not really helpful. Well, it is helpful to find out that I should expect it to be hard and I have to do it myself. But where is the video that shows me to pick this image instead of that one?

    Should a choose a tight theme with carefully coordinated image selections, as for a project? Or would it be best to present a range of subjects and styles to show the breadth of my work? Would it help to research the curator of the exhibit to try to guess what they would like? Why would this image work better than that one?

    I feel kind of left hanging out there.

    I’m on my own

    That’s the point and the conclusion. We are on our own. We have to be grown ups and make responsible decisions. That is no fun. It is downright hard. That’s why, to me, this is the hardest part.

    Very abstract created image. Representa the evolution of an image.©Ed Schlotzhauer

    So a typical scenario is that I have to select, say, 4 images for a gallery. Open theme. I’m on my own. No guidance. It is very easy to go through my catalog and pull 50 images that I would like to submit. Another pass or two might get it down to 30 images. Then it gets harder and harder as I push on. I love every one of these images. Eliminating one seems like I am abandoning it. I know that’s not the case, but the feeling is there.

    It is sometimes easier if I set it aside for a few days to let the emotions settle down. Then I do my best imitation of being coldly realistic to screen out some more. But what seems to happen is that I get down to, say, 8 images. I can only have 4. That final cut is extremely painful.

    i envy people who have a colleague or mentor they can work with to advise the process. I don’t. The decisions have to be made by me with no help. I have an awesome wife, but she isn’t an artist and cannot help with this.

    Well, I get there. It is painful. I come away with sadness because I had to eliminate some of my favorites in the final mix. That disappears with time, though. After a few days I can look at the final set and be proud of them.

    Overthinking it

    A reality is that I tend to overthink it. What I know is that the images I pull are all very good. And I know, and have demonstrated to myself often, that, with a set of excellent images, every time you eliminate one, you make the overall set stronger. That is, if you make intelligent choices. I try to remind myself of great advice I got one time that you will be judged by the worst image you show.

    So why do I agonize over it so much? It’s not like I throw a great image away if I remove it from the set.

    I think there are two problems. First is that I love these images and feel bad about taking one out, because I’m emotionally attached to it. I can live with that. But the second and bigger problem is, how do I know I have made the best choice?

    Self doubt

    That is the core of the problem. There is no guidance. I am on my own. There are much bigger and more important choices in life that are like this. Who to marry, what career to pursue, where to live, what investments to make, etc. We must use our judgment to make the decision. It hurts. We want someone to look over our shoulder and tell us we did the right thing. Unfortunately, being an adult doesn’t work like that.

    Picking some images for a use is way down in importance from those big life events. Why is it so painful then? I think it is the same fear of failure and the consequences. But I try to be realistic.

    So I try to convince myself that the final set I choose will be excellent. Even though I feel like I am in the spotlight and I am being examined to see if I am worthy, I know that if I do the best I can, that will be good enough. And if not, well, nobody dies.

    I tell myself that, but it doesn’t feel like it when I am in the pain of the process.

    All parts of the photographic process are interesting and challenging. All are subjective, But there seems to be a lot of help to be had in all phases of it up until the final image selection.

    Resources

    There actually are a couple of resources I have found to help give some education in this. Unfortunately they are not freely available. Peter Eastway, editor of Better Photography magazine, has written an excellent ebook on creating a portfolio. As it says, it is specifically oriented to putting together a portfolio or exhibit. But it still gives a lot of good insights.

    Creating a Portfolio might be available at www.betterphotographyeducation.com without a subscription. If not, it is an excellent publication and you will enjoy it. 🙂

    Another option that I have found out is not paywalled is a three part series of newsletters in the Paper Arts Collective newsletter. This is a hidden gem of a publication. The series I’m referring to was titled Evolution of a Small Project, and it traced the decisions and selection process he went through to put together an exhibit. If you do prints then you should check out Paper Arts Collective.

    But I come back to my original problem. It is hard, no one can really help you, you have to make hard choices yourself based on your judgment and artistic vision. And you have to have confidence in your decisions. To me, it is the hardest part.

  • Don’t Rush

    Don’t Rush

    It seems most people rush to share results of any photo outing on social media immediately. But why? Does that make sense? Wouldn’t it be better to wait until you have a few great images ready? Let your work and vision mature.

    Don’t be a slave to social media

    I am freely admitting my prejudice here. I am not a fan of social media and I don’t participate in much of it.

    A lot of people I see feel compelled to post some of everything they do to social media as soon as they are within cell phone range. They put themselves under a lot of pressure. If you are dependent on the “likes” and upvotes you get online, you serve a very capricious master. And what if several people don’t like your work? What do you do? Change? Abandon what you are doing? Who is deciding your style and artistic interests?

    It’s not collaboration

    Is your art a group process or are you, the artist, solely responsible for your creations? “Collaboration” is one of those powerful sounding words thrown around in corporations these days. I’ve been there. I know there is a place for it in corporations where they’re trying to achieve at least an average result and wanting to make several special interest groups feel included. But I claim it is not appropriate for our art.

    Our art should be a highly personal expression. To a degree, it should not matter if it is not universally popular. Maybe we should not try to be universally popular. If it appeals to the masses and looks like “everybody else’s” art, is it a creative expression? My work is going to be my own total responsibiity.

    Ask why you are sharing

    If you are sharing on social media, I think it is important to ask why you are doing it. Likes feel good, but do these people actually buy your art? Sorry to be crude and talk about money, but isn’t that the grease that lets things run?

    If your social media strategy is well tuned and you have a good mailing list of people who are real customers and eager to buy your work, good for you. That is a reason to publish on social media.

    But, how fast should you do it? Conventional wisdom on social media is that you should show work in progress. This is where I tend to disagree. I believe we should never show our work until it is ready.

    Curating takes time

    A lot of my art has to mature. I may have an idea of something I want to pursue, but my first attempts are usually not representative of where I will end up. It is typical for me to have to work with an idea or a subject for a while to refine my view, to understand my underlying feelings about it. The ideas have to age, to mature some. This can take from days to years.

    So if I’m shooting a project, the first images I shoot may be scatter shots all around the idea I haven’t really “discovered” yet. After doing work on the project a while I begin to understand what I really want to say and what will make the best visual presentation. It could be that one or more of those original images actually work for the final project, but that is almost an accident. It usually means I shot an image instinctively even though I did not consciously understand where I wanted to go. But projects can last from weeks to years, so my vision likely evolves over that time.

    In a similar way, it is sometimes the case that I shoot an image, I like it, but something tells me it is not complete yet. Maybe it needs to be worked as a low key black & white image. Maybe I need to do some serious cropping to isolate the part that really interests me. Perhaps I need to composite it with some texture or other elements to complete the look. Or maybe it just isn’t as good as I originally thought.

    Be patient

    If you’re like a lot of photographers, you shoot a lot of images when working a scene. Sometimes it is not immediately clear to me which is the pick of the group. I often have to live with them a while to understand what I was really drawn to. It may take days or weeks before I can look at the set and say “this one” is the one that captures what I was feeling at the time.

    If I am under pressure to get a quick look out to social media, I would find that what I am publishing is not really representative of what I end up with. Maybe that is OK for you. But I do not want anyone to see what I would consider inferior work. A secret of most photographers is that they seem very good because you only see about 1% or less of what they shoot. They throw away or rework what doesn’t work before it ever gets out of their studio. What you do see is good.

    A line from a famous old Paul Mason ad said “We will sell no wine before its time.” I don’t know if this is still true or if it ever was, but the idea has merit. Don’t be in such a rush to get things out. Wait for them to mature. A few great images is more impactful than a bunch of mediocre ones.

    Today’s image

    This is a pano I shot earlier this year. At first it was a pick of the day. I really like the clouds and mountain shapes. After living with it for a while, though, I realized I do not like the foreground or the middle ground (the lower forests are too dark). And there is more visual clutter to remove than I wanted to do. So this went into the “eliminated” pile. There was another one that I liked much better.

  • Excuses

    Excuses

    Excuses, we have them for every occasion. There’s nothing interesting here. It’s too hot. It’s too cold. I’m too busy. The weather is not right. I don’t like this light. I’m not good enough. I’m shy. It could go on for a page or more. Excuses are our way of letting ourselves off the hook when we are scared or don’t want to do something.

    As a heads up, this is about the dreaded topic of marketing. In case you want to stop reading now. 🙂

    Why make excuses

    Excuses are a way of absolving ourselves of responsibility. We shift the blame to someone or something else. It lets us off the hook. We didn’t fail, it was “their” fault we couldn’t do it.

    Have you done that? I sure have. We don’t want to feel bad about ourselves. After all, we have a self image to nurture. The problem is when we rely on excuses to not do anything.

    Fear

    A lot of times we make excuses because we are afraid of doing something. Contact that gallery? No, they wouldn’t want my work. Submit for that show? No, I’m not good enough.

    Fear of failure keeps us trapped in our own prison. We build a cage of excuses around us to protect ourselves from failing. But we can become trapped in a cage of our own making.

    But we’re thinking about it wrong. What we fear almost never happens and not achieving our objective is not the same as failing.

    What we fear

    I believe a lot of us artists are introverts. We shun confrontation and don’t like to be criticized. Even if we are not introverts most of us do not like these things. So we fear that if we put our self forward we might be rejected. People might even think bad of us.

    Here’s what I am learning: we will be rejected, again and again, and no one really knows who you are or cares enough to think bad of you. That sounds harsh, but it should actually be somewhat comforting.

    I apply for a show and my submissions are rejected. I don’t know why. They do not give a critique. Perhaps what I entered doesn’t appeal to the juror. Perhaps they had different styles in mind. Maybe the juror was in a bad mood at the time. I cannot know. But what they didn’t say was “you are a failure; I hate your work; you are not worthy of being an artist; don’t ever enter this event again”. No, it was just a rejection. Get over it and go on.

    Trying

    You know the old Yoda line “Do or do not. There is no try“. It is a great line, but kind of misleading. Like Luke in the scene with Yoda, if we do not believe we can do it, we are probably right. The reality is that for most things, trying is all we can do. We cannot always create the outcome we want as long as we are dependent on other people’s decisions.

    Trying does not mean we doubt ourselves. It means we recognize that many of the attempts we make will not succeed. And we’re willing to live with that.

    It’s the trying that we fall short on. We’re afraid so we never try. We get a rejection so we stop trying. Persistence is required in order to succeed.

    As I have said before, “build it and they will come” doesn’t work. We have to let people know about ourselves and our work. This is called promotion. It is called marketing. That is not a bad word. It is what makes us recognized and successful.

    Just do it

    For years I had the attitude that I love doing art but I hate marketing. I am shy so I am not good at it. People will eventually recognize the worth of what I do.

    Ain’t going to happen.

    People are not out there waiting anxiously to “discover” me. They do not know I exist and don’t really care. I have to take definite and active steps to make them aware of me. It may take many attempts before they will take a serious look at my work and see something they like. This is called “marketing”. I now see it in a different light. Rather than being a distasteful thing I should do, but don’t, I see it as an exciting opportunity to promote myself and be recognized.

    No more excuses.

    The great Wayne Gretzky famously observed “You miss 100% of the shots you don’t take.” You cannot succeed unless you try. I have finally internalized that. Just coming to believe that made it far less distasteful. Starting to do it and discovering that a rejection is not fatal and no one blacklists me for trying has made it far easier as I go along.

    Try something. Act quick. Learn from your mistakes. Keep trying. Believe in yourself and never give up.

    You haven’t failed unless you don’t try. Stop making excuses. Just do it.