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!
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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.
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. |
Our Partners"Why?"Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.
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