Today, to all my clients, I am announcing a new style of photography for my portfolio. I haven't really perfected it, and I don't have it in my portfolio that I could Fedex to them today, but I have an idea of how I might actually perfect it. I will run ads in Archive and Communication Arts, announcing my idea for my new style that one day I might actually be able to show in my portfolio. Maybe by the end of 2009 or so, I might actually have shot one frame and have one print in my book with this new style. But it is vitally important that I announce it now, even though I have nothing concrete to show.
This announcement will make my clients feel certain about my ideas, even though I haven't really produced anything yet. But the most important thing is that I'm talking about my new style, even though I'm not really doing it.
This action today will make clients think good things about me, and my work style.
I can't really take jobs based on this style; maybe by Fall 2009. But the main thing is -- they are talking about me.
My marketing people tell me this is a solid approach to business, and to generating customer loyalty.
This is the Leica way, thus, it must be good.