by Skip Cohen
It's Marketing Monday, and I'll admit I'm pushing the envelope with the title tied to a Commodores song with Lionel Richie, but here's my point. For any level of recall by consumers, you have to hit them multiple times with any message. While this post is focused on Marathon's Power of 3 programs, pay attention to the concept. It applies to so many different things you're doing to increase top-of-mind awareness with your target audience. For example, here's the Power of 3 mailing for senior photographers to use:
There's also a fourth level available: For only 96¢ per name, you can add another "last chance" card to let seniors know they must call now or they will miss out. Custom design is an additional $65 for this card. The same program is available for family photographers, and it's the same point—first, you plant the seed of awareness and then follow up with getting your target consumer more and more interested. Throughout the process, your audience becomes more aware of your skillset and abilities to help them capture important memories. Marathon does almost all of the work. They'll help with designing your mailing piece, setting the calendar, following up with you to ensure you stay on the agreed-upon timetable, and even help you maintain exclusivity within your zip code range. I can't think of a better topic this time of year to help you increase business and expand your reach. Many times over the years, I've heard photographers complain about doing a mailing and not getting a very good response - but THEY ONLY DID ONE MAILING! With all the noise in our lives, hitting a consumer one time will never get a good response. Now, apply this to other aspects of your business, especially advertising. You have to build a rapport with your target audience; the only way to do that is by being in front of them multiple times. In addition, think of the Power of 3 if, during the mailing period, you were also using your reach in social media with related information of value. For example, a post using Throwback Thursday to show an old family portrait to remind Mom that it's time for a new one - after all, the kids are growing more and more every day! Yes, this is an infomercial for Marathon, but the Power of 3 applies to so many different aspects of marketing your business!
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by Skip Cohen It's Reflections, and I never write about business and marketing on Sundays. It's also Mother's Day, which in the last few years seems to be fueled by rose-growers and venues offering a special brunch. Even the Tampa Tarpons, the New York Yankees minor league team, has a Mother's Day event. Just for the fun of it, and I've probably done this at least once in past years, I went searching for the origin of Mother's Day. Here's what I found on Google: The idea started in America when a woman called Anna Jarvis held a small memorial service for her own mother on 12 May 1907. Soon after, most places in America were observing the day and in 1914, the US president made it a national holiday, celebrated on the second Sunday of May. I really wanted to write something different about Mother's Day. I've written about the same thing about my mom for the last ten years. Mother's Day and Father's Day are very different when both parents have passed away; they are not different in the love you feel but in how you appreciate their role in your past. This is when all those old pictures come into play. Memories are priceless, and they're all fueled by photographs and videos. Every image has the ability to send me hurling through time and back to the moment the shutter was clicked. Then the stories roll out, followed by smiles, maybe a few bittersweet tears, and so often laughter. And if I ask Sheila, "Did I tell you about the time that...?" She's too polite to say yes, even though she can lipsync every word I'm about to share. To all of you Moms out there - Happy Mother's Day! And to all of you missing your mother, take the time to dig out a few old photographs. You'll be amazed at how quickly all the memories come back and are so uplifting. I like to think all our missing moms are hanging out together today, watching over us, laughing at the craziness of our lives, filled with pride and most important of all, helping us remember all the special moments. Wishing everybody a terrific day ahead. I hope you can celebrate Mother's Day, savoring each special memory and appreciating all those times your mother said, "You'll understand when you're a parent someday!" And if you're fortunate enough to have your mother with you today - go for one of those eleven-second hugs I always write about - nobody deserves it more than your Mom. Happy Mother's Day! When you change the way you look at things, the things you look at change. Quora by Skip Cohen One of the biggest challenges in owning a business is recognizing when to unplug and take a break. Sometimes, it's nothing more than an hour or two; other times, you need a few hours, days, or even weeks. Well, this past week, Sheila and I decided to go off the grid as much as possible. We wanted to take a short vacation with the pups, so I googled "Best Pet Resorts in Florida," and a place in New Smyrna Beach came up, (Black Dolphin Inn). It was only 200 miles away and perfect for a three-day break. Off the grid for us meant shutting off our phones and email and renewing focus on our little family—just the four of us. I wanted to change our perspective on how we go through each day. No email, no blogging, no social media, and time to simply appreciate our life together. Well, it worked, but another bonus was being on the east coast of Florida. Living in the Sarasota area, we get spectacular sunsets but never a sunrise. It's a very different perspective. Two mornings ago, I woke up early and headed outside before Sheila and the pups were up. The top photograph shows the sun just starting to come up, and the image below is 5-10 minutes later. The bird was purely an accidental bonus, but what a great way to start the day! I still love incredible sunsets, especially since they last longer. But there's something to be said for that stunning ball of red at 6:30 in the morning! Here's my point today: From time to time, you need to change your perspective. In terms of business, stepping away for a few days was the perfect recharge. We've all become so over-focused on social media and being accessible. Most of us remember a day without cell phones—now, we're NEVER without one. I'm not suggesting that if you're in a consumer-driven business, you should randomly pull the plug and not be available. But you can find ways to still have the coverage you want and take a break when needed. And as far as the change of perspective for a sunrise vs a sunset - it's all dependent on your mindset at the time. Had I been working and not on a mini-vacation, I'm not sure I would have taken the time to even look out the window first thing in the morning. I found a great quote below that makes the point far better than I can: When a photographer can't change a scene, he/she changes the angle and lens to capture the best of that scene. Similarly, when you can't change a situation in your life, change your perspective and mindset to get the best out of that situation. Polymath Wishing everybody a terrific weekend, and for all you moms out there - Happy Mother's Day!
by Skip Cohen If you've followed me for even the shortest amount of time, then you already know I don't support any programs, projects, or conferences I don't believe in. And if it's something I believe in business-wise, then it will always be something to help you build your brand, skillset, or revenue. Marathon's BOGO on Grad Cards: I've written a lot about the senior market, especially since the pandemic. Each graduation class for the last few years has had to endure and still grow through some incredible challenges in their education. That makes each year a time to celebrate far beyond what most of us experienced when we were in high school. Grad cards are a way for you to help them in the celebration and the recognition they so deserve. Adding to the benefit of building a stronger client relationship is a 50% off BOGO on top of your ability to design a unique product for each senior. Just click on the banner to the right, and it'll take you to Marathon's program for Seniors. You can also call them at 1-800-228-0629. ClickCon Countdown: Since starting up just a few years ago, ClickCon has grown to be one of my favorite shows. It's at the end of July—the perfect time to fine-tune your plans for the Fall. It's also late enough in the year to help you recharge your battery. It's about energy, creativity, sharing, and the list goes on and on. But what I love most is attendees and speakers have time to mix and learn from each other. New ideas are shared every day at ClickCon. Along with the speakers, the exhibitors represent a unique group of companies—again, all dedicated to helping you grow your skill set and thrive—not just survive. The special $149 registration price only runs until the end of this month. Click on the banner and check out the speaker lineup for the entire conference. And it's in Detroit this year, giving so many of you, in the Midwest especially, the opportunity for minimal travel costs! I shared the quote below in another post a week ago. It's perfect for why I believe so strongly in conferences like this. You can't create images that tug at people's heartstrings if your own heart isn't in them. One way to ensure your passion for the craft is always at its best is to avoid trying to "pour from an empty glass!" I hope to catch up with you at ClickCon! You Can't Pour From an Empty Glass
When you feel like you are running on empty, you are. Trust that, and take a step back. Rest. Heal. Collect yourself. Then reconnect. Only after you have refilled yourself will you be ready to dive back in and take over the world. Cyndie Spiegel by Skip Cohen I'm not sure how many years ago this started, but on Sundays, I began getting away from the topics of business and marketing. It's been at least a decade of rarely missing a Reflections post, and as I've written so many times, I only know what I'm going to write once I sit down at the computer. This morning, as we looked out on the backyard, I spotted the first bloom on the gardenia. We planted it years ago, but it's rarely bloomed with more than a few flowers. Well, this is the first of dozens, and two things struck me. To start, I was kind of amazed. This is the first flower, and as of late yesterday afternoon, there were only buds visible. Second, I had my phone in my pocket and decided to grab a shot. I played with a couple of Apple selections - first "portrait" and then "stage light." The result was the image above. But then I moved to "contour light" and the image below. No manipulation—it was right out of the camera with just a little bit of a crop. Stay with me because today's post isn't about technique or suggesting I'm a "real" photographer. What's on my mind is all about my life in this industry. My love for the craft started in high school, and it's never slowed down. Joining Polaroid in '70, Hasselblad in '87, followed by PhotoAlley, Rangefinder, WPPI, and off on my own in '09, my passion for imaging has never slowed down.
At the risk of sounding like this is a "born again" sermon - if you're not having the time of your life right now, you're doing something wrong. I'm not talking about the challenge and frustration of building your brand/business but the rush when you click the shutter. Even when you don't have a professional camera in your hands, that doesn't limit your ability to capture more memories. Sure, it's just a gardenia, but the fun of stopping to get a grab shot kicked off what I already know is going to be a great day! The images I got this morning represent the joy of a career well-traveled, well-lived, and still going. Along with my love for the craft, technology never slows down and deserves to be continuously embraced, as long as we don't forget to take the time to simply appreciate our ability to capture and create. Wishing everybody a day ahead that's filled with moments of joy. Take the time to have fun. "Fun" is one of those words we lose track of as it gets buried under the stress of business, life, and simply living. When you stop and take the time for a bit of fun, it changes your perspective. All of life's gremlins get put back in the box! Most importantly, today, grab a few shots of life around you. It's all pretty remarkable, and so often, we miss some of the most poignant moments. Hit those eleven-second hugs with the people you love the most—they're the ones to help you remember what's really important and help you stop to smell the roses—or, in my case, a gardenia! Happy Sunday...or Monday on the other side of the world. by Skip Cohen
After almost 15 years of sharing Throwback Thursday shots, I was bound to repeat myself. Today's post is a throwback of a throwback. I know I shared the two photographs above years ago, but it's graduation time, and I'm turning the clock back 50+ years. The back story is about five knuckleheads in their senior year of high school who had fun doing a spoof on cheerleading at one of the last basketball games of the season. That's Terry Q. and me in the first photograph, and in the pyramid, Bill M. and Don S. are on either side of me on the bottom, and Terry and Mike P. are on the top. We've lost touch with Bill, and Mike was way too young when he passed away at 52 over twenty years ago. Thanks to Facebook and a few reunions, Terry, Don, and I have kept in touch. But here's my point - throwbacks are about memories and added value to the craft we're all so passionate about. Different chapters of your life unfold through all those old photographs. Those memories are like seasoning on a great steak - they enhance the appreciation for the friendships and the people who have come and gone in our lives. If you have yet to go searching for your throwbacks, take a few minutes before you get too far into the day. Then, share them on social media or more privately with family and friends. Old pictures are terrific reminders of the importance of photography. Where would the world be without imaging? Happy Throwback Thursday! by Skip Cohen
It's that time of year. If you haven't cleaned up various aspects of your business as we go into the busy season, you'll never get around to it. While some of the things on my list are clean-up projects, others are necessary to help your business run smoother. As a kid, I remember being told I couldn't play with friends until I cleaned up my room. Later, as an adult, one of my dive buddies was told by his wife he couldn't go on a scuba trip until he cleaned his home office! Somebody reminding us to clean something up seems to follow us throughout life! Today, it's my turn to remind you that it's time to clean up different aspects your business. Or maybe it's outside your office or studio, and it's time to make sure your reservations for an upcoming conference are all set. The list goes on and on, but here are some things to think about:
No single post can include everything, but without any hesitation, ALL of you have something you've put off doing to strengthen your business in 2024. Don't let the year start out with a flat tire! In the same way you'd check everything out on your car if you were making a long road trip, do the same with your business. If you get stuck trying to figure something out, you know where to find me, and I'm happy to help. We're all too close to our own businesses; sometimes, it just takes another set of eyes! Looking back won't move you forward. Let the past go. Move on with the grace and wisdom that you've learned from every yesterday. Forgive yourself everything. You can't change what didn't happen or shift what did. Instead, live in the moment and look for all the beautiful possibility that today is filled with.* Cyndie Spiegel by Skip Cohen
It's Sunday, which means I'm going to hang up my marketing/business hat and get more personal. If you've followed me for even the shortest time, you already know this is my day to share whatever's on my mind or in my heart. I've written about a great habit, Sheila, and I got into - reading something inspirational every morning. Not everything we read always hits home, but now and then, there's a gem like yesterday's reading I've shared above. Like many of you, I've wasted too much time looking back. When I read the passage above, I loved the way she talked about what we've learned from every yesterday. Then came forgiving myself. When I look at my regrets, they all revolve around miscommunication, followed by a volley of wasted anger, hurtful responses, and, in the end, nothing I could change. Recognizing that my only option was to move forward, and with Sheila's help, I stopped looking back. There was no more speculation over all the "what-ifs" on things that can't be undone. The result has been remarkable, filled with all the beauty life offers and the recognition that living in the moment was the key to building something more lasting. Wishing you a day filled with beautiful possibilities and time to appreciate everything in your life that got you to today. Even the rough times have contributed to your ability to appreciate the joyful moments in your life. Go for those eleven-second hugs with the people most special in your life - they're a big part of the ingredients that help you keep moving forward. Look in your rearview mirror when you need to; just don't shift to reverse! Happy Sunday...or Monday on the other side of the world. *A Year of Positive Thinking by Cyndie Spiegel by Skip Cohen
I started this series 134 artists ago. My purpose was to introduce you to the movers and shakers of imaging. The idea is simple: one artist, one image, and one short podcast. The only condition is that each artist has to pick one of their favorite images. Each artist has shared not only their "Why?" but often insight into the ever-changing world of imaging. It was a kick to catch up with David Bergman for this new episode of "Why?" He's a photographer, speaker, educator, writer, and good friend to so many people in this industry. He's been a Canon Explorer of Light since 2015. Thirteen Sports Illustrated covers have featured David's photographs, and his client list is a "Who's Who" in the world of celebrities, politicians, sports figures and influencers. While David is best known currently as a concert photographer, I'm betting there's nothing he can't shoot. But what I loved about his photograph of Luke Combs and his crew was the story behind the shot. It wasn't in any way staged but couldn't have been captured without David's skillset. To take it one step further, this is all about working hard and playing hard with a significant amount of relationship building. (If you've ever been to Las Vegas, cameras are never allowed in the casino!) David's not currently doing his "Shoot from the Pit" workshops, but if you're interested in becoming a concert photographer, imagine what you'll learn working with him! Follow David on Instagram and his website for the latest information on what he's doing and where/when he's teaching. A big thanks to David, who I caught between concerts to record this episode. And a big thanks to Luke Combs, is in order, too. It's so much fun to hear a story about a celebrity I admire that lives up to his reputation of simply being a good guy! by Skip Cohen It's a 25th-anniversary throwback to 1999 and WPPI. Don Blair and I were the opening act with a packed room. We launched his new book, Don Blair's Guide to Lighting and Posing Body Parts, at the convention, but we had started the project a year earlier. Marathon Press did an incredible job printing the book and after a successful presale, the first copies were delivered the morning after our program, right on time at Don's booth on the trade show floor. The concept was creating a small spiral-bound guide that photographers could keep in their camera bags. It dealt with posing and lighting techniques and solutions for eyeglasses, kids with braces, tall grooms and short brides, hand posing, masculine vs. feminine posing, and the list goes on and on. It addressed at least twenty-five challenges in classic portraiture plus lighting techniques and diagrams. Click on the bride for more techniques shown in an earlier post. But today's post is really about the fun of Throwback Thursday...finding this flyer recently brought back so many great memories. Here's one of them: Don and I had carefully scripted the program for that night. A year earlier, we shot all the images for the book with models from Las Vegas. Tony Corbell and Terry Deglau helped us with all the shooting. So, when we launched the book at WPPI in 1999, we used all the same models from the book. At the appropriate time in the program, Don said, " Hey Skip, let's do some hand-posing!" I sent our bride to the stage, but Don didn't follow the script and instead did the short bride and tall groom segment. She was under five feet tall, and the groom was a 6'5" boxer. I was furious—he broke the script! My microphone was hard-wired into the videographer's setup, and I know he heard me drop the F-bomb and mumble something about Don! Thirty seconds later, I realized what had happened - Don asked for hand-posing, exactly as it was in the script, but I sent him the wrong model - she only had seven fingers, having lost three in an accident as a kid! Not the easiest for hand-posing. From that point on and right up until a week before Don passed away, he never let me forget sending him the wrong model. And every time he brought it up, we'd laugh until we cried! There are no words to describe the pure joy of a throwback when memories like this are brought back like it happened yesterday. There are also no words to describe how much I miss Don and Terry. There's a point in great friendships when your friends become family, and losing them leaves a bitter-sweet hole in your heart. The loss is bitter, but all the memories couldn't be sweeter. If you have yet to search for a few throwback images today, take a few minutes now. There's a reason we all love this industry so much, and for most of us, it's in the people we've met and worked with along the way. Throwbacks are a never-ending reminder of the importance of photographs and capturing every memory you can. Happy Throwback Thursday! by Skip Cohen We all know when our phones are low and need a charge. Yet, we repeatedly fail to recognize when our own batteries are low! Instead, we keep pushing ourselves without taking the time to recharge until we simply hit the wall. Over the years, I've written extensively about the importance of attending every possible conference. Why? You can't push the envelope of creativity to build your brand and business without inspiration. We all go through it, and the stress of growing a business today is unmatched by anything in the past. ClickCon is coming up, and it will be what so many of us need to get energized. I'm honored to be speaking, but look at the company I'm with! It's at the end of July - an ideal time to help you fine-tune your plans for fall and winter seasonality. The speaker lineup makes my point, but go a step further, and here's a side benefit: Attendees and speakers have time to mix and learn from each other. New ideas are shared every day at ClickCon. Along with the speakers, the exhibitors represent a unique group of companies—again, all dedicated to helping you grow your skill set and thrive—not just survive. There's a special presale offer going on right now—just click the banner above. Register and then start following the conversation on the ClickCon Facebook page. There's a lot of excitement coming in the days ahead, and it's all about expanding your skills and helping you be a leader in your community. Remember: You Can't Pour From an Empty Glass When you feel like you are running on empty, you are. Trust that, and take a step back. Rest. Heal. Collect yourself. Then reconnect. Only after you have refilled yourself will you be ready to dive back in and take over the world. Cyndie Spiegel Okay, so "taking over the world" is a little over the top, but with the right tools you can take over your community!
See you at ClickCon! by Skip Cohen
It's Marketing Monday! I want to talk about partnerships but with a specific focus on the upcoming seasonality, using Mother's Day as an example. Mother's Day is loaded with opportunities NOT to fly solo! Let's start with a direct mail piece featuring you, the photographer, a florist, and a local venue. The timing is tight to get something done for this year, but the model works for Father's Day and graduation season. Direct Mail - Informational: Design an oversized postcard to get through the noise. Each partner has their own list of customers, which can be merged and purged of duplicates. That list for the three of you becomes invaluable, but you can also buy lists sorted by zip code with virtually any demographic markers you want to add. Direct Mail—Promotional: It's so easy to cross-promote each partner's expertise with any number of special offers. As the photographer, you can include something of value from the florist and venue when a client signs up for a sitting. The florist and venue would do the same. The special offers would be included on the oversized postcard you've designed. Web Brand Awareness: Each partner needs a banner on the other company's website. This is great for Mother's Day, but it's even better all year long. I've seen photographers list other companies as "preferred vendors" in a sidebar or footer on their web pages. Live Events: There's very little that beats the effectiveness of the three partners together, hosting an "Open House." The ideal location would be the venue, but if a venue isn't in the mix of direct partners, pick a recognized location in your community. You're bringing the community together to get to know each of you, and the goal is to create a little excitement. Sponsorship: A partnership like this is perfect for bringing in additional support from each of the three companies' own list of other businesses they work with. For example, as a photographer, your lab and an album company are ideal to tie into the event. Here's my point—great partnerships are everywhere, but you have to put in the work to make the concept work. Remember, your best marketing tool is relationship building. An effective partnership builds relationships not only with the companies involved but also with members of the community! Stop flying solo! by Skip Cohen It's Sunday Morning Reflections and I never know what I want to write about until I sit down at the computer. For some reason, this morning my head is filled with an, almost overwhelming appreciation, for the career path I stumbled into so many years ago...photography. Here's the scenario that got me going today about my love for capturing memories... Sheila has been beating me up for years to get her prints of the photographs we've taken. Sadly, while I talk a good game about being organized, photographs are everywhere electronically. From my computer, to laptop, the cloud, Shutterfly, our phones, an old computer and a couple of jump drives, I've managed to replicate the equivalent of those memory-filled shoeboxes of photos my mother had! For her birthday in March, months earlier I started to pull together all the files. I hit Hobby Lobby for a coffee table memory box and started watching all the special print offers from Shutterfly. I filled the box with over a thousand 4x6 prints. It was the perfect birthday present, and has become the gift that keeps on giving. These pictures, combined with our memories make up our story together. Giving them even more impact, Sheila sorted them by by both trips/events and in chronological order. Opening the box, which now sits on the living room coffee table, launches an instant trip down Memory Lane! Here's my point - we take so much for granted in this industry. Photography is all about the magic of capturing memories. Digital is terrific, but many of us are still in love with a tactile world - having a print in your hands triggers the memories and in turn the stories flow. And with each laugh or tear, a photograph appreciates in value faster than any stock we could have invested in! I know I've written that I'd find a new quote about photography, but after dozens of times, it's still the very best: This is what I like about photographs. They're proof that once, even if just for a heartbeat, everything was perfect. Jodi Picoult Wishing everybody a day ahead that's filled with memory-making moments. Whether it's with a DSLR or your phone - capture those memories, but don't let them get buried in cyberspace. Every special moment deserves to be in the spotlight sometime in the future. Don't forget the eleven-second therapeutic hugs I always write about, but better yet, capture a few images or video of those times with the people who bring so much value to your life.
Happy Sunday...or Monday on the other side of the world. by Skip Cohen If only there was a button you could push to grow your business! There's no button, but there is an outstanding conference coming up to help you achieve your goals. When it comes to building our business, we're all in the same "boat." Everyone is looking for answers to the same kinds of questions: How can I increase business, as well as revenue? I need new customers, but where do I find them? How do I expand my skill set? Am I the only one with this kind of challenge? Who's out there that I could work with to develop a partnership? I need more diversified friends in my network - where can I find them? The list goes on and on, with so many small business owners looking for the solutions. Most of the answers to those questions are all coming up at ClickCon, July 30 - August 2. There are seven solid reasons to make sure you're there with all of us:
And one more critical reason: FUN! It's an important word, so often lost in the stress of business today. But when you're together with a group of like-minded artists with so many of the same goals, you can't help but have fun. "Fun" is the mortar that holds not only education, networking, and relationship building together, but your business! With the two political conventions in the area this year, ClickCon had to make a move out of Chicago. But they stayed true to their core purpose in the location - accessibility. Check out the map - Detroit is a maximum of a 4-5 hour drive for everyone in the circle to the right. I'm a big fan of ClickCon for all the reasons above, but there's one more I cherish - it's about accessibility to the attendees, including the speakers. Big conventions are great, but nothing beats being able to meet other artists and get quality time with the speakers and vendors as well. Don't take my word for it - check out the ClickCon website and then start making plans to join us. It's a great platform with your opportunity for classes, photowalks, meeting educators, vendors, growing your business and best of all recharging your battery for the back half of the year. GET $100 OFF YOUR CONFERENCE PASS (trade show only excluded) when you put "SKIP8586" in the discount code box at registration. Just click on the thumbnail to the right for more info - and join us in July! See you at ClickCon! by Skip Cohen It's Marketing Monday, and as I think through what might be helpful to you, I'm stuck on finding something new... something I haven't written about before. So, with the clock ticking down to Mother's Day, it seems like the perfect time to remind you to stop thinking you have to do everything alone - STOP FLYING SOLO. The upcoming Mother's Day is the perfect example, with so many different opportunities for partnerships to share the cost and expand your reach. With every partnership, you increase your reach and expand the potential for brand awareness for your business. Reach in marketing is the measurement of the size of the audience that has seen your ads or campaign content. Reach measures your actual audience, and marketing reach measures the potential customers a campaign could reach. (Google definition) Potential Partnerships include florists, restaurants, gift shops, spas, travel agents, and salons, just to name a few. The concept is all about reciprocity - you're helping a partner expand their reach, and they're helping you. Even more extensive are the different ways you can promote each other's business. Shared Marketing Costs: This couldn't be simpler. The concept is based on sharing the cost of a direct mail piece. With just two partners, you'll reduce your costs for design, production, and postage by two-thirds. The best example for Mother's Day is working together with a florist and a restaurant in the area specializing in a Mother's Day brunch. You're splitting the cost three ways! Direct Cross-Promotion: You and the one or two partners could offer a bonus, either a discount or something extra when a consumer supports each of you with a purchase. I'm not a fan of discounting, but it's the easiest example: Purchase a special Mother's Day arrangement at the florist and receive __ off on a family portrait. Make an appointment for a portrait sitting and receive __ off an arrangement. Advertising: Social media gives you an amazing opportunity to cross-link to each other's websites with banner ads—your link should be on each partner's website and their links on yours. Over the years, a number of photographers have created an area on their website listed as "Preferred Vendors." Editorial: Each partnership has the potential to soft sell the relationship in blog content, as well as local editorial with a press release to the various publications and major influencers in the community. For example, if you were doing a blog post or short video, you'd expand recognition with a link to the partner/partners in the copy. It's a spin-off of Subliminal Man from SNL many years ago - except you're going to be soft-sell. Here's my point - you snooze you lose! Stop thinking you have to do everything by yourself. Working with partners increases your exposure, each partner becomes an ambassador for the other companies involved, and you decrease costs! “If you want to go fast, go alone, if you want to go far, go together."
Old African Proverb by Skip Cohen
It's Sunday morning, and as usual, I avoid writing about business and marketing. Reflections is just that—whatever's on my mind when I sit down at the computer. Whatever I write is more personal, but I do my best to make it relatable. I've written in the past about a habit Sheila and I got into many years ago - reading something inspirational each morning. She tends to like things more spiritual, while I go to more of a positive thinking trend. The thoughts we share from various authors are always worthy of an "a-ha" moment. The other day, Cyndie Spiegel in her book, A Year of Positive Thinking, had this thought for the day... Compassion is the most generous gift you can give yourself. Show yourself the same mercy, sympathy, and kindness that you bestow upon others. It's difficult to show compassion toward others if you don't show it to yourself first. Start with yourself, and then allow it to spread outward. Here's my point today - We've all made mistakes. Too often, we're so hard on ourselves for simply being human. We really don't show enough compassion for the face in the mirror! And Cyndie's right - compassion has to come from our heart and be shown to ourselves first. I wish everybody a day with no regrets and a day filled with compassion for yourself first, and then let it overflow to anyone in your life who needs it. Go for those eleven-second hugs I've written about for the last ten years with those you love the most...and don't forget to give your heart a big hug first! Happy Sunday or Monday if you're on the other side of the world. by Skip Cohen If photographing seniors is already part of your business, then you already know we're getting down to the wire to support this important specialty. May and June are the two most popular months for high school graduations, but the revenue benefits happen in two stages—the original sittings for the portraits themselves and, second, happening now, support with products like grad cards. As I've written before, the class of 2024 has had a lot to deal with over their years in high school. Most of them were freshmen when the pandemic hit. Coping with the challenges of being in and out of the classroom is just the tip of the iceberg in their experiences. Think about everything we've all witnessed over the last four years - from school shootings to politics to Mother Nature's wrath around the country, they've been exposed to one crisis after another. Here's my point—if you're already a senior photographer, you've got an opportunity to help them celebrate. And if you're just getting started in this genre, you're in a unique position to take the lead in your community and play a key role in helping them capture more memories. Marathon is helping you with some great tools in the process with their special promotional offer going on right now for grad cards. It's a BOGO with buy one get one at 50% off, and there's no limit on how many cards you can order. That means helping you build more revenue! Yes, this is an infomercial for Marathon, but it's also an aspect of growing the business I believe in for so many of you. The link is through the banner below - but the clock is ticking down, and you don't have much time left... by Skip Cohen
It's a new year, and what everyone thinks of as the "slow season" is over. With Mother's Day, graduations, proms, and Father's Day all just around the corner, Spring seasonality is in full swing. But today's post isn't about seasonality but the diversity of your skill set. For those of you who are struggling as one-trick ponies – it might be time to diversify. Having a primary specialty is excellent, but it's time to grow if that's all you can photograph confidently. Think back to the height of the pandemic – when events were all canceled, people were paranoid about virtually everything – and we all hunkered down. Now, think about your plans if another crisis were to happen, even the most localized event that forced you to change your business model. If you who think I'm being an alarmist - forget about any crisis and just think about how you're going to increase your customer base and revenue. How will you grow your business and, at the same time, insulate yourself from some of the more critical outside challenges? Do you have the skill set to tackle other imaging applications? Here's an excellent example for wedding photographers: Let's assume you photograph nothing but weddings. Sadly, you're missing other opportunities. There are all kinds of statistics about when couples start families. That means, depending on the age of the brides you've photographed, there's a strong potential for maternity and newborn photography in the future. And babies become children, and that opens new doors for family portraiture. Families get pets, which opens another opportunity for pet photography. If you hate the idea of diversity to other genres, then build a relationship with another photographer or two who specialize in subjects you don't. For example, if you hate the idea of maternity and newborn photography, then align yourself with an artist who specializes in those two categories. Build a referral business where you support each other. While the major first-quarter conventions have passed, there are still opportunities for you to grow and diversify. From conferences like ClickCon in late July to educators who teach privately and online programming, there's so much available in every genre. Take the time to take a few classes outside your core specialty. Your goal is to never say, "I'm sorry, I don't do that kind of photography," but to always have a solution for potential clients who contact you. So, if you don't have the skills, the next best thing is to offer a referral to an artist who does. Remember, growth only happens outside your comfort zone. by Skip Cohen Typically, timing is everything, and while it's pushing the envelope for a three-part mailing for Spring seasonality, it's NEVER too late to plant the seed for later in the year. You're all looking for ways to make your business stand out in the community. Competition is fierce, so how can you cut through the noise and attract attention to your role as an artist and the ultimate storyteller? Marathon's Power of 3 marketing for families is a simple and cost-effective way to market to families in your area. Plus, there's ZIP code protection available on the design on a first-come, first-served basis! And if that isn't enough, you've got a starter kit to test drive Marathon's Bella prints with ten complimentary 8x10s! Just click on the banner to the right. I know today's post is an infomercial, but it's for a company I so respect and have worked with for over thirty years. Here's my point: You've worked hard to raise the bar on your skill set and grow your business. But nothing happens without marketing and building relationships with your target audience. Today, you have more tools for capture, post-production, and reach than at any time in the 200+ year history of photography. What good is creating outstanding imaging and establishing yourself as the leading storyteller in the community if people don't know who you are? Direct mail is back with a vengeance and can help you get through the noise and plant ideas for photography with your targeted clients! Marathon's making it so easy - even giving you an opportunity to see the quality of their marketing material and the finished Bella prints! Don't take my word for it - go ahead and call Marathon to find out more at 800-228-0629 or visit their website. by Skip Cohen It's Sunday and Reflections is rarely about marketing and business. It's my time to get a little more personal than usual, and it's even become therapeutic. This morning, I'm doing a short brain dump on one way to deal with life's challenges...when the timing is right. I've written about "Slug Days" in the past. It's an expression I picked up from Sheila that is defined as a day when the only priority is to chill and pretty much do whatever you feel like. It's just a lazy day with time to pause and appreciate life. The need for a "Slug Day" is always based on those periods we all go through when things are overwhelming. It comes out of those days and weeks when you feel like you've done nothing but fight dragons. Those times when, day after day, things just don't go as you anticipated, or you just took on too much at once. The result is overload. Just before you crash and burn, the idea of a "Slug Day" glows in front of you like the "Welcome to Las Vegas" sign! Need a "Slug Day?" Here are a few guidelines for our house:
And here's the number one rule: Smile more bitch less...actually there's no bitching allowed. Here's my point—learn to recognize when you need to take a break. It's like the airlines telling you to put on your oxygen mask first to help others traveling with you. Your heart and soul are the priority; taking a "Slug Day" is one way to recharge them. Wishing all of you a perfect day ahead...if you need a "Slug Day," just take it! A true "Slug Day" requires virtually no advance preparation except a few deep breaths, a smile, and the recognition that nothing is as important as happiness. It's all in your perspective, and if there's somebody special in your life, it starts with one of those eleven-second hugs I always write about. We can complain because rose bushes have thorns, or rejoice because thorn bushes have roses. Abraham Lincoln Happy Sunday...or Monday on the other side of the world.
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