Avoid the shotgun approach. Whether you are pitching to magazines or commercial clients, tailor and be specific in every pitch you do.

Avoid focusing on yourself and not the client’s wants or needs. Keep your marketing efforts focused more on what would benefit the client as opposed to what would help you personally.

Avoid over-marketing a client. Understand how busy we all are and how annoyed you personally get when people seem to pester you too much. It is completely acceptable to follow up on a regular basis – but don’t inundate them.

Avoid watering down your brand. Be very specific in who you are and what you want to do. Don’t try to be all things to all people. That will only dilute the concentration of your brand.

Avoid muddying your brand. If you are very focused in what your brand represents you should not engage in jobs or activities that contradict what you claim to stand for. For example, the wholesome fit mom who posts the half naked selfies on Instagram.

Avoid letting your competition define you. Stay unique in who you are and what you’re offering. Thrive on your differentiation and do not attempt to replicate what others are doing.

Avoid selling yourself short for quick results. Yes, certain posts or actions can grow a quick following but not long lasting results.

Avoid minimizing quality. Best out the best materials and the best products consistently.

James Patrick, ACG, ALB
IG @jpatrickphoto