What can you say about the Yerburys? The Posh and Becks of British photography? Stylish, constantly reinventing and plays the press like a fiddle, perhaps.

Trevor certainly know what he likes and is more than happy to share what he doesn’t. Here’s my notes from a thoroughly enjoyable talk from the 2010 SWPP convention.

Trevor and Faye Yerbury
Presence and Presentation

Trevor starts off with some great advice in regards to the speakers at the convention.

“Never take any speakers word as gospel. Merge and blend the ideas into your own business”

It’s an extremely valid point. What works for one photographer might not work for another. This has more to do with personality though and whether you are able to adapt yours to accommodate and different style.

Client perception

Create an impact on your clients

• Firstly with you

Attitude, the way you dress and your presentation

• Then with your studio

The position, the style of decor and branding

• Then your photography

Ask yourself how your potential clients perceive you

Branding yourself

Take a look at yourself
Do you see yourself as a creative individual?
Look at your:

• Wardrobe – are you smart and trendy?
• Is your car immaculate?
• Are you different?…. Be remembered
• Do people notice you?

Keep tidy, clean and sharp.
Dress respectively

Things Trevor dislikes

• Car stickers
• Logo polo shirts at weddings

Your studio
What your studio should offer:

• Good coffee and refreshments
• A welcoming atmosphere
• Comfortable seating
• No clutter
• Clean and tidy
• Gallery feel
• Soft and relaxing music
• Branding throughout
• Child play areas
• Marketing material
• Special offers or promotional activities

Your website

Six important aspects to consider

• The content
• The images
• Price lists
• Spelling
• Bad design
• Your blog

Branding

Create an instantly recognizable logo
Make it strong
Simple
Easy to read font
Works in both colour and black and white
Do not change it – tweak it yes.

Create a phrase that describes you
Avoid ‘Lifestyle portraiture’ or ‘award winning’. These are obvious and already widely used.

Your style

Develop and understand your own style
Create a style that is unique and different from those around you.

• Be different, be daring
• Don’t be all things to all people
• Be odd
• Be known fir what you do
• Be original
• Be the first in your area to offer something new.
• Get known as a leader – let others follow – you are the original

STOP using seminar or training pictures on your website – go out and create your own with what you’ve learnt.

Marketing and PR

Use local press and journalists as your marketing vehicle
If you can’t do it then find someone who can do it for you
No journalist will turn down a free lunch.
Organise exhibitions of your images to showcase your work to a larger audience.

Assess, assess then assess again

Go home, rest, reflect
Then take a long hard critical assessment of what you see.
Try and see with the eyes of your clients.

Keep thinking about these points

Self presentation
Client perception
Studio presentation
Branding
Self promotion
Your use of the Internet
Continual self assessment

Always try to ….
Dare to be different
Set yourself above the rest
Be seen and noticed
Keep reinventing
Keep the faith