Many in today’s iGeneration have had a childhood of T-ball, soccer, and dance classes where if they just participated, they were given a trophy. I assume most people know there is more to life than showing up on time — but you’d be surprised how often meeting minimum standards will put you way ahead of the competition.
I taught in photojournalism at a local college. Every project I assigned was designed to give the students a real-world experience. They had three assignments: an environmental portrait, covering an event and a photo story.
The students were asked to turn in their assignments as if they were submitting them to an editor. They needed a cover letter to tell me about what they were submitting. They needed a folder with their selects and another folder with all the images they shot. Each of the photos in the selects needed to have a caption embedded in the IPTC fields. Most editors enjoy being able to send a photo to the designer which already has the caption in the photo.
IPTC fields
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| This shows the Metadata panel of Bridge with IPTC IM, showing these fields are written to the file header. This screenshot shows the fields and includes a short description of what tags can be placed in the fields. |
Some students forgot the captions, some forgot the cover letter and, yes, some were late handing them in. While most had everything done properly, we still had some where the captions were lacking the essential five Ws.
- Who is it about?
- What happened?
- Where did it take place?
- When did it take place?
- Why did it happen?
I continue to hear horror stories from clients about photographers who didn’t meet their minimum expectations. I even know of photographers who did the work and never handed in an invoice! It is amazing how just being sure all the elements are done for a project and turning them on time (or early!) will be received with excitement.
[vimeo http://www.vimeo.com/12484605 w=500&h=281] One of my favorite creative directors is Tony Messano. He gives sage advice. I can understand why he is asked to judge advertising work all over the world.
Tony expects a photographer to shoot the assignment the way Tony conceives it — but his favorite photographers not only give him what he wants; they go beyond his concept and shoot it their way, too. Often, they will shoot it just as he says and then will push the idea a bit further with lighting composition or another element. They bring something extra to the table.
If you are meeting the expectations of your clients, you are doing better than most others in the industry. To rise to the top, go a little beyond the expectations.
Don’t be satisfied with the trophy everyone gets for just showing up. Be the person singled out for going beyond the call of duty. Never stop looking for a unique approach or something different. The stretching will keep you youthful and nimble in today’s ever-changing marketplace.
Second mile service assumes the first mile served
Today we hear so many talking about second mile service.
Second mile service is something that comes from the Sermon on the Mount: “If someone forces you to go one mile, go with him two miles” (Matthew 5:41). In biblical times, a Roman soldier could compel someone to carry his pack for one mile, or 1,000 paces (two steps per pace). Jesus told his listeners to stop grudgingly counting their steps and instead to carry the pack a second mile.
Second mile service as Christ was trying to teach his followers is doing what is expected well and then doing even more. Christ’s earlier statement in the Sermon—“Let your light shine before men, that they may see your good deeds and praise your Father in heaven”—was letting the followers know this not only brought favor on them but God was honored as well. This is a good lesson for today’s marketing student about the power of branding.
You are building a good reputation by giving superior service.
What is expected in the “First Mile?”
- Treating people with honor, dignity and respect
- Listening to the request of the client
- Meeting the needs of the client
- Well exposed photos
- In focus
- Photos of what was requested
- Delivered on time
- Invoiced in a timely matter
“Second Mile Service” possibilities
- Early delivery of images
- Well packaged presentation of the images
- WOW factor photos
- Different angle than they have seen before
- Maybe a print of a special photo
- Coffee table book of the photos
- Slide show
- Hand written thank you note
What is the number one thing you can do? Listen