Studio Photography & Design - Tamron

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Studio Photography & Design - Tamron

“The key is not to

take yourself too

seriously. This isn’t

brain surgery.”

B U S I N E S S T I P S

4SURVIVAL TIPS

FROM

JOHN LANGFORD

1. BE RESOURCEFUL—Extend your

creativity into other areas of your business

besides shooting pictures.

2. BE TENACIOUS—Maintain your vision

and your passion, especially when times

are tough.

3. BE HERE NOW—There’s nothing like

sucking the juice out of this moment,

right now, to energize your work.

4. PAY ATTENTION TO DETAIL—This

includes everything from preparedness

to being on time to courtesy toward

everyone you encounter.

Langford has what he needs

and is able to shift his attention

to other affairs.

“We have to put things on

the calendar, and sometimes

that means booking photoshoots

before we even know

exactly what we’re shooting, or

how much time they are going to

give us.” But Langford takes it all

with a grain of salt. “The key is

not to take yourself too seriously.

This isn’t brain surgery.

No one is going to

die if it doesn’t work—

which is not to say we

don’t bring our best

effort to each photo

shoot.”

Last, but

perhaps most

crucial to

any shoot, is

the talent.

Langford narrows

down

the pool of

people, based

on head shots

sent to him by the talent

agency. Then he makes a point

of seeing the candidates in person

before the day of the shoot. “Lots

can change,” he explains. “Sometimes

they’ve gained weight, cut or dyed their hair,

or look much older. This is particularly true with

children. Maybe you’ve found a picture of the perfect

six-year-old, only now he’s eight. That’s a reality.”

A TANGLED WEB

Speaking of making plans, Langford made a strategic

move when creating his website, purposely

turning his “about me” section into “a

glimpse of the bubbling crock pot of

crazy stew that’s in my head” to screen

out clients that would think his work is

too strange or too kooky. “They either

get it or they don’t. If they like what

they see, we have a match. Otherwise

we don’t,” says Langford.

He and his staff are in the process

of marketing his work regionally and

nationally through an online mailing

list he subscribes to at adbase.com.

“For $1,000 a year, I can have

access to all the photo buyers in

North America. We’ve just sent out

2,500 post cards and are following up

by contacting some of those folks,”

explains Langford.

He also generates considerable business

from word of mouth. Yet another

“X” Factor that just works ◆

JOHN LANGFORD’S GEAR BOX

CAMERAS

Canon EOS 5D and EOS 20D

with Canon lenses:

24mm and 100mm

Tamron lenses:

14mm, 17-35mm, 28-75mm, 180mm

LIGHTING

Dyna-Lite packs and heads

Hensel packs and heads

Photoflex softboxes

COMPUTER EQUIPMENT

Apple Mac G5

Apple G4 PowerBook

La cie 40GB hard drive

Epson Stylus Photo 2200 printer

Apple Cinema Display

50 Studio Photography ◆ May 2006 imaginginfo.com

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