We caught up with the brilliant and insightful Larry Levin a few weeks ago and have shared our conversation below.

Larry, thanks for joining us, excited to have you contributing your stories and insights. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

It is all about one’s personal network. I worked at an association’s magazine as its photo editor. A change in leadership and the magazine was eliminated. Taking the buyout, I went back to school to get an MFA in film. Through my network of friends, work associates and professional associations, many opportunities arose: Internship in LA for The West Wing TV series, photo management assignment with a photo agency, photo assignments with associations through recommendation from colleagues, continued working with the charity Best Buddies and since earning my MFA, teaching at several colleges. Developing a good work ethic, being passionate about the quality of work and going beyond clients’ exception has helped to enhance my reputation. My best advertisement is Word of mouth.
However growing and sustaining a freelance business is more that just one thing: constant improvement of creative skills, doing pro bono work to practice skills upgrading my portfolio, attending professional events, networking and learning new processes. Social media does seems to help but personal relationships are better.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Ever since my father, brought the Nikkormat home, I took it over and enjoyed photography. In college, my major was accounting however, I spent most of my time making images for the college paper and yearbook. The thing about accounting is you see the entire business, you interact with each department within a business. This helped me as photo editor, as I learned you have to work and coordinate the work flow with each department and each editor. Transferring these skills to my freelance business I learned how to work with all types of people, helping them solve their problems, and providing the creative imagery they wanted. You are hired not only to do your creative work, also how efficiently you can fix a problem and do it with a smile on your face.

As a freelance event photographer, I try to make each subject look as good as possible. If I don’t make people look good I won’t be hired next time. I try to give the client a variety of image of each situation. Always giving options. If there is videographer or other still photographers at the event, I help them as much as possible.

It is vital to discuss with the client to make certain key situations and VIPs are photographed. We will have pre-event discussions, a shot list and show flow will be gone over. It’s like a movie script, you have lists to determine how all the aspects of the event are photographed. This professionalism and attention to detail has allowed me to work for my clients for many years.

On one assignment, doing the official portrait of an ambassador, he sat down behind his desk and I noticed he was wearing a Christmas tie. I said to his assistant we have a problem. They realized he did not have another tie, nor could he go back to the residence to get a new one. Fortunately, the tie I was wearing matched his suit. He wore my tie for his official portrait.

At another event, the president of the association was at the podium trying to read her speech. She reach for her glasses and they weren’t there. I reached in my pocket to give her my readers. She finished her speech with my readers.

Often when I am photographing diplomats and CEO, I will give them a once over, making sure their tie is straight, their jacket is buttoned, or make certain their hair is right. I tell them I will take more than one shot because I want to make certain I don’t catch them with their eyes closed. All of these items of detail are much appreciated by my clients. AND Always work with a smile and with can do attitude.

What’s been the most effective strategy for growing your clientele?

LinkedIn LinkedIn LinkedIn
Having a complete profile.
Write articles, in your writings you are explaining not so much bragging, but showing and sharing your knowledge and expertise.
Share those articles on your other social media outlets
Find and connect with new people

Another important social media outlet is Google Business Profile
Have a complete profile
Write Articles.
Get Reviews.

All this is free, you don’t have to pay for the basics and it really really works.

Use your mailing list to let your network know what you are doing. I use constant contact. I only send out an email two or three times a year.

Can you tell us about a time you’ve had to pivot?

As things do happen, my main photography business has its ups and downs. In 2018, I became a notary public. This I thought would be a good way to help my elderly neighbors who needed to notarize a document. This service began to grow, as the mortgage rates went down, there were more real estate signings. Following the trends, I became more involved with the notary community. Not only did I do notarizations, but was able to grow my network. Photography work came out of this network. And using the networking skills from my photography business helped my notary business increase. This notary business provided an additional revenue stream. Able to pick jobs that fit my schedule.

Google Business Profile: Completed profile, add posts, get reviews.
Send out thank you notes
Provide exceptional service, be flexible.
Network with other notaries, they send you work when they are unavailable. (Just like my photo business) And you share knowledge too.
Added my notary work to my LinkedIN, wrote article too, share your skills on your other social media

As a creative, one needs to have additional revenue streams. Also, I teach at a local college. So it’s important to share your knowledge as well as have more than one income source.

Contact Info:

• Website: https://www.LLLevin.com
• Instagram: https://www.instagram.com/larrylevin/
• Facebook: https://www.facebook.com/larrylevindc
• Linkedin: https://www.linkedin.com/in/larrylevin/
• Other: Google Business Profile: https://maps.app.goo.gl/4mWYHvqwVxhCmkuBA
  Notary https://www.gotary.com/district-of-columbia/washington/credentialed-professional/larry-levin

Image Credits

all images Copyright Laurence L. Levin
Photo of me in the middle of the road