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
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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.
If you don't design your own life plan, chances are you'll fall into someone else's plan. And guess what they have planned for you? Not much! Jim Rohn by Skip Cohen It's Marketing Monday, and I saw the quote above and loved it. It makes the point about planning, although I'm going to scale it down a little. It's April 1, and so many artists are still procrastinating about going after spring seasonality. Except for wedding photographers, most of you only have two major stretches of seasonality—the spring and the fall/winter holidays. There's so much you can be doing RIGHT NOW!
Regardless of which events seem to best fit your expertise, there are opportunities for joint mailings and sponsorship. The cost of a direct mail piece drops to 1/3 with just two partners. And remember, pet photography—it's number three in the hierarchy of why people hire a professional photographer! According to Forbes, 66% of US Households have a pet—that's approximately 87 million homes! Here's my point today - procrastination is not a strategy, although we all know people who have made it a skill set! Stop pondering and start taking action. If you don't build your dream someone else will hire you to help build theirs.
Tony Gaskins Customers don’t want to wait. Specifically, they don’t want you to waste their time. If you do make them wait, you risk losing them. Making your customers wait sends the message that you don’t respect them or their time. Shep Hyken by Skip Cohen
One of your best marketing tools for building your business is responding quickly to customer requests. There's no such thing as getting back to a client too soon, and response time is even more important when it's with a potential customer! Here's a great example with two different consumer companies: I called the company that fertilizes our lawn and landscaping. I wanted somebody to come to the house and explain why they don't seem to be doing as good a job as in the past. After two weeks and multiple phone calls, I never heard back, so I went in search of a new company. Around the same time, I contacted our "pest" company, which regularly sprays for roaches, fire ants, etc., which is part of the challenge of living in Florida. All I wanted was an estimated price for mosquito control. It was no big deal; just a ballpark price. They wouldn't do it over the phone and needed to send a manager out to review my property—even though we've been with them for at least ten years at two different homes! There are two issues here:
Here's my point: Years ago, I had a friend who was a residential realtor in Las Vegas; whenever he didn't get the listing, he always made it a point to contact the client and ask why. He always did it in a thoroughly kind and gracious way, "It was great to meet you, and I'm hoping you're comfortable sharing why you didn't choose us. We're always working to improve our business, and if we're missing something, your feedback will help us with future contacts." That's paraphrasing what he'd ask, but close enough to make my point. A big part of the strength of your brand is built on integrity, trust, and good communication. Respond quickly to customer questions. And when you lose a job, don't be afraid to ask what was missing. Everyone knows their strengths—the challenge is understanding and building up your weaknesses! My muse is creating new worlds with toys, just to see what life is like at the edges of my imagination. Dave DeBaeremaeker by Skip Cohen Dave DeBaeremaeker joins me in this new episode of "Why?" This series is all about introducing you to some of the most creative and respected artists in photography. The process usually starts with a phone call and me asking the featured photographer to pick one of their favorite images to later talk about. The common denominator that often comes up is the response, "That's like asking me which of my kids I love the most!" It's not an easy assignment. Dave chose one of the first images he created, where he built everything on the set himself. Except for Kermit, Dave built it all from scratch. He shares a lot of helpful detail in the short podcast about how he built the components. It's one of Dave's attributes that I appreciate the most; his willingness to share his "secrets." With Dave, there aren't any! He describes his new book as a collection of everything he's learned about photographing miniatures. There are so few resources available...until now. Dave needs to be on your radar, regardless of your specialty in imaging. Dave's attention to detail, lighting, and composition is remarkable, and you might pick up ideas to raise the bar on your technique in other genres besides toy photography. Dave's website is just a click away, as well as his YouTube channel. You'll also see him sharing ideas on how he uses his Platypod gear in the Official Platypod Users Group on Facebook! The only thing that hurts more than paying an income tax is not having to pay an income tax. Thomas Dewar by Skip Cohen I run this post almost every year about this time, and it's ALWAYS relevant. So many of you are part-time photographers or relatively new business owners. There are things you've invested in for your career that are forgotten in the last-minute dash to get your taxes done! Too many of you don't pay enough attention to the financial side of your business. It's NOT rocket science! When looking at the cost of doing business, you need to remember all the things you spent money on that might be deductible. I'm not an accountant and don't profess to completely understand tax law, but here are some things to consider. Remember other vendors whose services you use. From your lab to framing and album companies to security systems - if you spent the money on your business it's more than likely deductible. Here's a small list below that hits on things too often forgotten. As you review it, I'm sure you'll find other things I might have missed. People don't know how much they have to be thankful for, until they have to pay taxes on it. Ann Landers I know you're excited over how much you think you make on sales because your lab costs are so low - but what about everything it took to build and maintain your skill set and establish your business? A fine is a tax for doing something wrong. A tax is a fine for doing something right.
Anonymous I am a part of all that I have met. Alfred Lord Tennyson by Skip Cohen I've used the quote above a lot, but usually when talking about somebody who's been a major influence in our lives, and has become a part of us. Well, this is a similar reference, but in this case, it applies to things that influence our creativity—ideas that come from everyday products and events in our lives. The year is 2006, and George Varanakis, then VP of Sales for Rangefinder Publishing, had an idea. He came into my office at Rangefinder and simply said, "Why couldn't we do this?" He held up a copy of Men's Health, which had been paginated in two directions. Reading it one way was Men's Health, and turning it over was a different magazine about fitness. At that point, Rangefinder Magazine was one of the biggest and most respected magazines in photography, but George was always looking for ways for it to grow more. George and I went to talk about it with Bill Hurter, who is, still to this day, one of the very finest editors to have ever been in photography. He passed away many years ago, but his influence is still around, and he was brilliant. We brainstormed for a while, came up with a name, and then pitched it to RF's owner, who was less than thrilled. But we persisted---there is no expiration date on great ideas! At Photo East that year, George and I pitched it to all the major suppliers, most of whom were already advertisers in RF and exhibitors at WPPI. We put together a slide presentation, locked in a conference room at Javits, and scheduled meetings every 30-60 minutes for three days. The response was overwhelming with enough advertisers to make After Capture a reality. The first issue featured a fun image of Lynn Goldsmith's. That's her face on the mannequin on the right above. If you don't know who Lynn is, it's time for her to be on your radar. She recently won a landmark case that went to the Supreme Court on copyright against the Andy Warhol Foundation. Below are two more of my favorite covers! While this could easily have been a Throwback Thursday post, there's a more important point I wanted to make.
We're surrounded by great ideas in other applications every day. So often it takes another pair of eyes to recognize the potential. With AfterCapture, George V. had a vision and as a team, it became a reality. RF would evolve into everything that went into capturing an image, while AC would cover whatever was done after the shutter was clicked. Besides being a great friend for all these years, George is one of the most creative marketing managers in the industry, but here's one more thing to think about. Each of you have friends who see the world a little differently than you do. You also have a network of friends and associates who can help you through the day-in-day-out challenges. They can also help you step into the future...but they can't do anything if you insist on flying solo. Share your ideas for the future, your goals and your aspirations with a few of those people you trust the most. That old line about it takes a village, couldn't be more appropriate to running your business and being successful. And to George...thanks buddy. Finding these covers brings back so many great ideas that came out of those early days at RF/WPPI. by Skip Cohen When I first started Sunday Morning Reflections, it was a way for me to step away from marketing and business and get personal. The series gave me a chance to express something I was feeling that had nothing to do with photography but everything to do with life. As I've written before, Sheila and I started a tradition years ago of reading something motivational out loud to each other every morning at breakfast. We each have a book we've chosen that focuses on some daily thought that gets us energized for the day ahead. While some of you may think it's hokey, it works like an energy drink for the soul. My reading this morning, by Cyndie Spiegel, is appropriate for so many of us and fits perfectly with the knucklehead that I am: TAKE THE RISK There is always a risk when you commit to authentically being who you are. You will be judged, and some people may not like you. As scary as that may seem, don't allow yourself to become complacent in an effort to be liked by everyone else. You will be judged anyway, so why not be judged based on who you truly are? I'll admit it's not always easy, especially these days. Social media gives the whole world access to everything we share. That exposure leaves us open to criticism, whether we ask for it or not. And that brings me right to my point. Stay focused on the things that matter most to you. Listen to the rest of the world, but in the end, stay in tune with your heart. I saw a great line the other day: "Trust your heart. It knows the way!" Stop doubting yourself and be authentic. I've written many times about being a photographer: You can't create images that tug at people's heartstrings if your own heart isn't in it. The same applies to your life when a camera isn't in your hands. Nothing will hamper you more than a persona that isn't truly you. True belonging doesn't require you to change who you are; it requires you to be who you are. Brené Brown Wishing everybody a day ahead with no artificial ingredients. Take the time to appreciate everyone and everything that's contributed to who you are. Be authentic, and don't put out your fire because someone else doesn't understand your flame.* Go for those eleven-second therapeutic hugs I've been writing about - they really do work, especially with that special person you share your life with.
Happy Sunday...or Monday on the other side of the world. *Quote from OurMindfulLife.com by Skip Cohen Growing your business is no different than caring for a plant. It needs water, sunlight, the right temperature, and nutrients regularly to grow. Your business needs the same attention with new products, communication to your subjects, a great skill set, demonstrated trust with clients, and everything needs to be "seasoned" with your enthusiasm and love for the craft. Today's post is about just one aspect of growing your business—diversity in your product line. If we've learned nothing else from McDonalds, creating added value should be at the very top of your list. There's no way to initially order just a burger. We're all used to the pitch, whether it's fries, a drink, or a combo meal, and most of the time, we always ramp up our order. Even at the supermarket, we're trained to look for added value. We may not always save money, but we always get more bang for our buck. Knowing that, why are there still so many of you who sell the minimum? Why is what you're offering the same as it was last year and the year before? Would the products/services you offer put a rock to sleep? Most of you, if a potential client calls or writes to ask how much something is, are going to answer without any additional pitch. Think about this for a second—you've already got the customer on the phone or in an email, and they've asked you for the cost of something. They already have an interest; otherwise, they wouldn't have contacted you. You've got the "fish on the line," so why not set the hook? If my using that expression bothers you, then it's time for you to step out of this business and consider whether photography is really your business or a hobby!
Suzette Allen's video below is seven years old. It was done in celebration of the client's tenth anniversary, but there is no expiration date on good ideas! This is not a new concept, but so many of you miss the opportunity.
Look for added value and do your best to stay away from making price the issue. I've only hit the tip of the iceberg in products/services you can offer your clients. You need to develop a plan so that you can be proactive instead of reactive! This is March 20, and Easter, Mother's Day, graduation, and Father's Day should all be on your radar! Having a plan in place and gradually adding new services and products can help you focus your marketing energy on finding new clients instead of being reactionary to every client who wants to know if you'll drop your prices! Remember one key issue - the entire discussion on added value is a moot point if your skill set as a photographer sucks! You've got to have a skill set better than Uncle Harry's. You've got to exceed client expectations and make yourself habit-forming. Anyone can get their first customer—the key is to get those first clients to not only come back but also tell their friends! by Skip Cohen
In the spring of 2016, I was teaching a class at Shutterfest, and nobody knew who Mary Ellen Mark was! I couldn't do anything about new photographers, not knowing who the icons of the past were. Still, I wanted to do something to help everybody recognize the work of the contemporary movers and shakers in imaging. We did over 130+ mini-podcasts featuring a favorite image of some of the most respected artists in photography. I stopped the series to take a break in 2021 and recently decided to bring it back. "Why?" is about great artists and their favorite images. Each featured artist is helping to set the pace not only in their area of expertise but also in marketing, business, and education. What better way for you to meet them than through one of their favorite images and their explanation of why it's special? Shawn Black joined me this week, helping me jumpstart the series. He's a remarkable artist. While his image is one of his favorites from Couture Black, his luxury boudoir and portrait brand, I'm not sure there's anything Shawn can't photograph. He's photographed weddings, is a writer, educator, and President of the Association of International Boudoir Photographers. He's also a husband, dad, friend and is admired by so many of us in the industry. Whether boudoir is part of your business or not, Shawn's explanation of the portrait above is worth listening to. It's a great way to get to know an artist who should be on your radar. Check out more of his boudoir work with a click to his Instagram page. And more information on AIBP is just a click away. by Skip Cohen As usual, my mind is miles away from business and marketing on Sunday mornings, especially on St. Patrick's Day. At 7:00 am, I picked up the phone and called my college roommate, Rich. For one of the few times over all these years, I was the first to call! For fifty-six years, we've had a tradition of seeing who'd be the first to remind the other what we were doing in 1968. It was St. Patrick's Day, and Rich and I decided to celebrate. Neither of us had ever been drunk before, and true to the stupidity of most first-year college students, we felt we were ready for the task. We started drinking green beer at 7:00 am at the Purity in Oxford, Ohio. By 8:30 am, we were a mess, but the bar was packed, and we weren't going to slow down. Rich had a big half-gallon Viking-looking tankard he'd gotten as a high school graduation gift, and when people got up to dance, we'd grab what was left of their beers and pour them into his tankard. We were able to continue our binge with minimal spending! Around 11:00 am, a few of our friends came to drag us out and safely get us back to the dorm. The rest of the day was ugly. Rich and I each grabbed a stall in the men's room and "drove the porcelain bus!" It's a great memory that puts this gigantic smile on my face. Sheila's heard the story dozens of times, but once a year, it's a classic trip down Memory Lane that I'm encouraged to share over and again. It's not just a classic event but about tradition. It's about two knuckleheads who have hung on to a moment from their past and elevated it to a testimonial to their friendship. Rich is in the DC area, and we check up on each other with phone calls a few times a year. Although we've only physically seen each other a couple of times over the years, that doesn't change the respect and love we have for each other. It's been said that everlasting friends go long periods of time without speaking and yet never question the friendship. These friends pick up like they just spoke yesterday, regardless of how long it has been or how far away they live, and they don't hold grudges. They understand that life is busy and love is there. TheMindsJournal Wishing everyone a day that's filled with smiles. Find the time to savor a great memory and then share it with somebody whose presence in your life you cherish. Go for those eleven-second hugs I always write about.
Happy Sunday...or Monday on the other side of the world. And to Rich - sure do love ya buddy! "The best advertising you can have is a loyal customer spreading the word about how incredible your business is.” Shep Hyken by Skip Cohen I try to keep Friday posts short. Today's post is more of a reminder of what every small business owner's mantra should be: exceed expectations and make yourself habit-forming! Thinking about 2024 and the challenges we all face for the new year, I couldn't be more optimistic. It won't be an easy year, but I'm hearing so many great stories about business picking up around the country. Well, I started thinking about the role Customer Service will play in the months ahead. It's simple—your success is about going the extra steps you take and staying in touch with your clients, even when you don't have to. It's also about keeping your promises, never compromising on the quality of your images, and creating a brand/reputation known for integrity. Coming back from Cleveland just a few days ago, we got stuck in Charlotte for hours due to bad weather in Florida. The delay had absolutely nothing to do with American Airlines directly - just storms. But here's where American missed the boat - their computer wasn't synchronized with the announcement information they were sharing. Every 30 minutes, the departure monitor updated to a new time—and it was always wrong. That put the gate agents in the position of announcing the real-time data they had received. But with each update on the monitors, we'd get excited, thinking we were finally going to take off! To add to the pain, the gate agents shared an update every 15 minutes, reminding everybody our departure time was in "God's hands, not theirs." Here's my point: Be honest with your promises. Then, deliver what you promised and more if you can. Building trust is about great communication and follow-through. Done right, working with you will become habit-forming. To paraphrase two of the industry's finest portrait artists, Tim and Beverly Walden, "It's all about creating an experience, not just the finished product!" As we head into Spring, now is the perfect time to keep in touch with your clients and your audience. It's about giving back, being helpful, and growing your strongest marketing tool: relationship building! Excellent Customer Service isn't just about solving problems. It's about being proactive and creating top-of-mind-awareness with your audience - so whenever they think about photography, your name is right on top. It's about going beyond the customer's expectations. There are no traffic jams along the extra mile.
Roger Staubach by Skip Cohen It's graduation season, and I'm always amazed by what kids graduating today have for their senior portrait versus when I was a kid. (This is where Scott Bourne would make a crack about Matthew Brady doing my senior shot!) Every senior headshot was the same: black and white and boring. There was no capture of anyone's personality, and it was not something you'd share except with wallet-size photos. But the excitement of graduating and starting a new chapter in your life was the same. Well, today, whether you're a full-time senior photographer or portrait artist, graduation season is a time for creativity and exceeding client expectations. To start, think about what kids have gone through to make it to graduation today. They all had to deal with the pandemic, worrying or more tragically dealing with school shootings, politics, and simply watching the world run amuck! Graduation becomes even more special and a time of pride and celebration. Yes, I'm essentially doing a post that's an infomercial, but if you've followed my blog over the years, I don't share anything that doesn't make sense to help you grow your business or your skill set. If you're hoping to go after the senior market and beyond to graduation, then let's get you the very best products. I'm a big fan of grad cards, and Marathon's offering them on a BOGO program right now, with half off. That gives you an advantage in decreasing costs and increasing margins. And you've got so much to choose from. When you click on the banner below, you can check out the program for yourself. There are 64 different basic templates, and within each collection, tools to enhance your creativity abound! I've included a screenshot of the first twelve below. Here's my point - everyone is looking for ways to grow their business and increase revenue. Grad cards are a way to produce something special and secure your role in helping students and families celebrate what's typically the first major achievement of so many of today's kids. Check out Marathon's program with a click on the banner below! Basic Templates for Grad Cards
(There are 52 more!) by Skip Cohen It's Sunday morning, and Reflections is rarely about business and marketing. It's always more personal and, hopefully, something that makes a point you can relate to. As I started to write, Lucy and Belle came in looking for a bit of lovin'. They waited for me to stop typing as if they could talk and say, "Hey, Dad, how about us?" It's their usual routine, but this morning, it hit me about how it's the little things that often make the most significant difference. Then I remembered an inspirational reading from last week by Cyndie Spiegel: EVERY SINGLE MOMENT MATTERS: Every moment matters - not just the big ones, but also the small ones, the seemingly irrelevant ones and the quiet ones. All of these moments add up to a life well lived. Don't take the presumably unimportant moments for granted. Look for them and treasure them instead. Listen for the words unspoken. Notice the quick glance. Feel the soft touch. The long-held hugs. The sadness. The graciousness. The in-between. The magical sweet spots between tiny and massive moments are your life. Don't forget to pay attention to them. In the end, this is really all we have. Time is our most valuable commodity, and it goes by faster and faster as you get older. But two pups this morning got me thinking about how much I've grown to treasure the little things in my life. Every moment really does matter, even the tiniest. But so often, we're all so busy slaying dragons that little things slip right by. Wishing all of you a day to appreciate the little things in your life. Whether they put a smile on your face or a tear - they're all part of your life. And as the author above wrote - All of these moments add up to a life well lived. Go for those long hugs with the people most special in your life, and at the same time, think about how much richer your life is because they're in it. Happy Sunday or Monday on the other side of the world. by Skip Cohen Last week I shared a post and video about Marathon's Bella Album line. At a time when everybody is working hard to make their work unique and create excitement with their clients, it's a perfect solution to exceeding expectations. Well, here's one more: book publishing. Again, you're looking to set yourself apart from your competitors with presentations that are different. I'm a big fan of books, whether one-of-a-kind or dozens of copies. I've done several over the years for my wife and each time they exceeded expectations. One of the skills most of you possess is storytelling. Creating a book in my opinion has so much more impact than just an album. You can add copy, create a unique layout, and design a cover that makes your publication look like it's off the shelf at Barnes & Noble. Here's one more benefit - we're a word of mouth industry. Think about the impact a personalized book will have on a client. Now, think about how many people a happy client is going to show their book to. And a book is perfect as a fundraiser for a nonprofit. Many of you are involved with various charities who are always looking for unique ways to raise money and awareness. I'm thinking of community non-profits, pet adoption centers, and events that deserve to have their story told by a professional storyteller. This is a product that has huge potential to help establish your reputation as a leader in your community. You're not just another vendor, but a master in storytelling! "Leadership is the capacity to translate a vision into reality." Warren Bennis. ...or call Marathon at 800-228-0629!
Service to others is the rent you pay for your room here on earth! Muhammad Ali by Skip Cohen February is about to close, giving you only a month to build a stronger foundation for the new year. And with Easter coming early this year, you really have even less time. This is the sixth installment in this year's building block series. It's also the easiest for you to accomplish: Community Involvement. You're looking for the community to be good to you, so you better make damn sure you're good to your community! From local nonprofits to national programs, it doesn't matter if they're photo-centric or not. You're looking for things you can do to help, with or without a camera in your hands. Here's one that's national, involves your photographic skills, and carries with it a huge client responsibility. But it's an even bigger payback when it comes to tugging on your heartstrings - Now I Lay Me Down To Sleep. I'm a big fan of the support they provide to families when they need help the most. And while some of you may think it's too gut-wrenching or morbid to photograph a dying child, read this post. I shared it many years ago, but there's no expiration date on making a difference in people's lives. It's still one of my favorite posts on the topic. "I've never heard a thank you that left me so sad, and yet so proud. I walked out knowing that the images I had taken weren't just pictures - they were someone's memories. They mattered." Cyd Lapour, NILMDTS Volunteer My point is about giving back - at any level. NILMDTS is a wonderful organization, but there's no such thing as an effort too small. From teaching a community class on how to get better photography to working with the local high school on a better yearbook, there's something or someone in your community who needs help. Even easier, being involved in your community in some way doesn't have to involve photography; it just takes a little effort and your time.
Use social media to raise awareness with posts about the need for volunteers and support for various community groups. Share a community calendar about upcoming nonprofit events. Attend various fund-raisers, capture images and then share them in social media. Be a leader in giving back! I'm so surprised by the number of people who do so little and think that a donation to a particular charity once a year is enough. When put on the spot, they'll respond with something about how they're still looking for the right charity. You're not buying a car, just getting involved in helping people! Remember, people like buying products and services from companies they perceive as giving back to the community. You're looking for the community to be good to you - so you better make sure you're being good to your community! |
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