Tag: free

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Gladwell, Godin, Cuban and “Free”

Recently there has been a lot of buzz about Chris Anderson’s new book “Free”. Malcolm Gladwell’s review of “Free” makes the point that even free comes at a cost. http://tiny.cc/L8zF2


Most photographers can certainly attest to that. And marketing guru Seth Godin makes the point that the paradigm is changing and that all the whining in the world won’t bring back “the old days”. http://sethgodin.typepad.com/ Mark Cuban chimes in as well to provide more perspective and perhaps the most balanced of the lot. http://is.gd/1lsVB. While no one has a crystal ball and can predict the future, this new paradigm of “free” has already changed the lives of photographers and all content creators.

It has been stated numerous times by others that “content” must be unique and such that it is not found anywhere else. The drop in what stock images are being licensed for can attest to that. In addition because of technology a photographer can no longer just be a technician.

But aside from those observations I think that photographers need to position themselves as being more than just the content producer. Unless of course what you do is so unique or great that a buyer can go nowhere else. Certainly one way is to partner with others or position yourself further up the ladder or both. What I have learned so far about social media marketing is that really anyone can position themselves to whomever and however they want – with little or no cost. It’s free right? Well to a certain extent. But it is or can be a demand on one’s time and could be a waste of time if not done strategically.

Technology is and always has been a double edge sword – just like a bad economy. If one chooses to look in the rear view mirror and lament the past – they’ll drive by all the opportunities.

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Mobile Video Explosion

Apple’s new iPhone 3Gs has had a huge impact on YouTube since it’s debut this month. In fact video uploads are up 400% each day since the new iPhone came on the market. But aside from the impact of the iPhone, YouTube uploads have increased 1700% over the last six months.

Those statistics are not only phenomenal, but could be the tip of the iceberg when it comes to uploading and sharing videos. No doubt there will be a deluge of some really bad videos that will be bounced around.  But just think how this technology can effectively  convey your message or your company’s message – if presented in a creative, and strategic way. When a web video is done well – it can circle the globe exponentially and virally in a matter of hours. Never before has it been as easy to share video.

The downside of course to any new technology or gadgets is that people jump on the bandwagon without first defining what it is they want to do with it – and why. Just like with the rise in popularity of social media marketing, a business needs to determine how and when to embrace these new tools and do so in a way that’s consistent with their brand or message.

Some thoughts on how you can utilize web videos in your business:
1. How to’s or instructional videos
2. Behind the scenes showing how you or your staff work
3. Client testimonials
4. Relaying your company’s message

And remember just because every one is doing it – doesn’t mean it’s right for you. You need to answer that question for yourself.  But if you do embrace video in your marketing efforts – if done right, it can create awareness around the world and it’s never been easier.

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Competing With Free

A lot of old sayings come to mind. “You get what you pay for” or
“The less one pays, the more they expect” are just two that come to mind.

Yesterday I read in the trades that a new stock photo agency had sprung up and the content was free. I’m guessing the business model has their hopes on making revenue from online paid ads. But it was interesting to note that the owner said his company’s biggest problem was getting free content. Gee, I wonder why.

If anyone thinks that giving away content or services in hopes of getting paid gigs down the line – well then I have a bridge to sell you. That dangling carrot is as old as the hills.

Now I’ve done a lot of pro bono work in my life and will continue to do so – and it has always brought returns – many times monetary ones. But I have never given something away for nothing because someone tells me that they will pay me in the future.

Think about it – why should they pay someone who places no value on what they create. Lou Jones had a great reply when asked by a potential client to work for free on a job with the promise that he would be hired for future paying jobs. He responded by saying that he would do the paying job first and then in the future would consider offering some free services.
I thought that was a brilliant reply.

Bottom line – if you give it away – you are saying your work has no value.