Sometimes, the most obvious things are the most powerful.
Today’s essay will be shorter than usual because I just got back to Los Angeles from a trip to NYC. Before the pandemic, which will not be named, these trips were frequent. I am a commercial advertising executive and photographer, and many of my clients are based at home in the Big Apple. So making a cross-country flight is a routine thing.
Of course, in the last few years, for obvious reasons, the number of such trips, as well as the joy of being packed in planes, has decreased. However, after two of my films earned recognition at a standout annual awards ceremony, I thought this would be one of those times worth packing and sending my dog Archibald in. crib for a while.
It will only be a short trip. Many of my contacts, while still technically working in New York, have dispersed across the country since telework became a thing. So, literally, there will be fewer doors knocked while in town. As a result, I only needed a few days to conduct face-to-face meetings before the main event of the cocktail party honoring the winners.
Of course, a lot can happen in NYC in 48 hours. While there, I accidentally stumbled into a literal 40-person brawl right in front of my AirBnB door, locked out of my room at 2 a.m. in only my underwear, and punched by a boxer. in the chest and accidentally bumped into me. the most beautiful English woman I ever met on a midnight subway train and fell in love instantly, only to realize that our romance was destined to be short-lived as both she and I would leave the city the next day. Think, Before the Rising Sunbut with the less handsome male lead.
But, of course, all that excitement aside, the main reason I came to town was to attend the awards ceremony. At first, it seemed like the height of vanity to fly across the country to attend a party. As an introvert, it’s usually hard for me to drive around Los Angeles. However, even though we live in an increasingly digital world, the simple fact of the matter is that our business is still built on people. Social media, email, and Zoom make it easier than ever to stay connected. But the best way to form a relationship, one that really has a chance to last, is to have the chance to speak to someone face-to-face. To shake their hand. Forced to lean over and listen closely to hear them over the sound of an overzealous musical party. For a chance to say, “Hi, my name is… and I do this.”
Obviously, you don’t have to fly to New York to do these things. You can form connections with your clients and creative community closer to home. Perhaps there are socialites at your local community center or chamber of commerce. Perhaps there are marketing events organized to connect like-minded creators. You can even be the organizer of such events. I sit on the board of a professional photographer trade organization.
But regardless of the method, taking the time to connect with people in real life can be the key to broadening your horizons and growing your business. For example, the awards ceremony that I participated in presented awards in three categories: photography, illustration and filmmaking. I work in two of those categories. So by attending the event, not only did I connect with fellow photographers and filmmakers, but I also got to meet and greet some of the illustrators. Although my illustration skills are limited to sticks, expanding my creative circle is complete and helps bring in more perspectives. Many of my clients also attend such events. Having the opportunity to not only connect with them via Zoom or email, but to actually see them in person, adds another level of connection to our relationship. That does not guarantee that they will call me for the next mission. However, it allowed us to get to know each other on a deeper level than just sending them a link to my latest photography or film project. It also greatly increases the likelihood that they will actually open the next email I send.
I am a confirmed introvert, so it would be a lie to assume that attending all of these events was easy for me. I went out with a friend for the weekend and, as an introvert, she asked me how I was able to do so much direct marketing. My answer to her was very simple. I do it because I have no other choice. If I want to build my business, I have to do what it takes to be successful. This includes getting better at my craft. However, it also included doing what it took to meet the right people who could make a difference in my career. Standing in front of people is not a luxury. It is an essential skill.
So, despite the quick change and unfortunate wardrobe decisions I made somehow that were both too cold and too hot at the same time, the trip was well worth it. And, who knows, even if I don’t finish work during the trip, at least I have a memory of the beautiful woman on the subway. You never know what might happen when you put yourself out into the world.
