"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
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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 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! by Skip Cohen
Usually, this is the kind of post I'd share for a Sunday Morning Reflections piece, but recently, I've noticed how many photographers would rather follow someone else's lead than blaze their own path. Even with the slightest change in how they capture an image, they're not comfortable trying something new. Cyndie Spiegel in her book, A year of Positive Thinking, put it all in perspective... YOU DON'T NEED APPROVAL: Don't concern yourself with what others think of your choices. Instead firmly stand for them. Your decisions are your own. You choose how you show up in the world and who you spend your time with. Do whatever brings you to your knees with joy, gratitude, and belonging, and do not seek approval from others. Know that what is right for you may not be right for someone else, and that's okay. Stand in all that you choose - with no approval needed. Here's my point - get rid of the "negators" in your life. Follow your own path, and while you should appreciate the feedback, good or bad, trust your heart and the choices you make. From the click of the shutter to parts of your career journey that are more extensive, don't let indecision keep you out of the driver's seat! Happy Friday - wishing everybody a terrific weekend! by Skip Cohen It’s a new year, and everyone is searching for new products and ways to exceed client expectations. That’s one of the biggest reasons to attend every possible convention. At IUSA, a few weeks ago, I spent time in the Marathon booth and was blown away by the quality and extent of their Bella Album line. The video below pretty much says it all. And while you’ll never hear me suggest I know what I’m doing with video production – that doesn’t change my excitement over Bella Albums. Check out Marathon, and then give them a call. While the video is better at showing the product than just a static image, it doesn’t begin to demonstrate the variety of covers, papers, and their ability to emboss. Marathon’s just a call away at 800-228-0629 or click here to the Bella Albums product section on their website.
by Skip Cohen Building a successful business is like putting a puzzle together. Each piece represents another aspect of your relationship with your target audience and the community. No two pieces of the puzzle are the same, but they all fit together. And you need ALL of them to complete the "picture." Whether you're just starting your business, rebuilding, or trying to do a quick high-impact jumpstart, NOW is the time for planning and taking action. In photography especially, for most of you, this is the "slow season." But it's a you-snooze-you-lose scenario if you are complacent and kick back, waiting for your ship to come in! Your very best marketing tool is relationship building. Yes, you need the skills to walk the talk, and social media involvement is important, but in the end, it all comes down to relationships. So, let's hit on some dependable relationship builders:
Your goal is to be a leader in your community and demonstrate why you're everyone's best choice for the services and products you provide. What good is working to create the finest images of your career if people don't know who you are and what you stand for? This is what I like about photographs. They're proof that once, even if just for a heartbeat, everything was perfect. Jodi Picoult by Skip Cohen I try to keep Friday posts to one concept to give you something to think about over the weekend. I wish today's post was mandatory for every photographer to think about. When I ran yesterday's post about Molly the Wonder Dog, it focused on Throwback Thursday. I posted three black-and-white images captured by "Vanelli" and one by Bambi Cantrell. The three photographs represent some of my most valuable photos. They're memory markers and fit perfectly with author Jodi Picoult's quote above. Here's my point... Take a few minutes and find a couple of your favorite photographs. Then, think about what makes them unique. Most of you underestimate the value of the service you provide to each client. You take shortcuts, sometimes compromise on quality, and don't focus enough on your ability to be a magician. You have the skills to help the world capture memories. You turn the intangible into tangible moments people can hold for a lifetime. As your skillset keeps developing, the goose that laid the golden egg is right in front of you. As a business owner, what could be more valuable to your target audience? Where would the world be without photography? Even closer to home, where would your clients be without your expertise? Now, focus on your mindset the next time you click the shutter! If there was a way you could expand your reach, save money, expand brand awareness and increase revenue, wouldn't you want to know about it? It's time to STOP FLYING SOLO! Coming together is a beginning, staying together is progress, and working together is success! Henry Ford by Skip Cohen
I've written a lot about partnerships over the years, but the timing during the "slow season" gives you the perfect opportunity to build some new relationships and add more strength to old ones. Great partnerships can dramatically reinforce so many different aspects of your business. Yet, so many of you sit there and whine about how tough it is and don't do anything because cash flow is a mess. I get it, but I won't let you fold when you're holding some great cards! Here are eight different opportunities/partnerships to consider:
For those of you who are rolling your eyes and thinking there's nobody to partner with because your specialty is so limited, here's a list to work from. I'm sure there are plenty I've missed because these are all in the portrait/social categories.
It's time to stop thinking you've got to do everything by yourself. Business has changed dramatically, but along with the frustrations, there are some unique opportunities for creative leadership. You don't need to jumpstart your business alone - think about the strategic alliances in your community to rebuild together! by Skip Cohen Last week, I shared several posts about blogging and took a little heat from a few people who believe blogging is a waste of time. Depending on the style of blog, length of posts, etc. they're right in part. However, the issue is about sharing content and being helpful. With or without a blog, "being helpful" should be the foundation for everything you do to build followers. Years ago, I shared content from an article, "How to Write a (Better) Photography Blog Post," by Andy Bondurant. He listed six areas every new and veteran blogger should focus on. The article is no longer active, but here's what I shared that was most on point:
For those of you who don't feel blogging is effective, take that list above and substitute "posting" for blogging. Then, think of each point as it applies to social media, your Facebook page, for example. You need consistency, dedicated time, and a voice in each post that reflects who you are and your passion for the craft. Engage, Enlighten, Encourage and especially... just be yourself.
Social media is a community effort, everyone is an asset. Susan Cooper "But Skip, there's still not enough to write about!" by Skip Cohen
I realize there are plenty of people who believe the days of blogging are long gone, and to a point they're right. But I still believe the most important issue is being relevant to your readership, however you're reaching them, and blogging does help contribute to SEO. So, I'm sharing content topics - they don't have to be used as formal blogs, but could easily morph into posts, reels or sound bites on Facebook for example. My point is trying to give you ideas to keep strengthening your brand as an imaging artist in your community. When somebody tells me there's nothing to write about where they live, they just haven't looked hard enough. There's ALWAYS something going on worth talking about! Here's the last round of content ideas. It's not meant to be all inclusive. Put together with my building blocks from the previous two posts, you've got plenty of content for social media...regardless of how it's delivered.
There are twenty+ content ideas for you to share. Your goal is consistency in sharing great information and building brand awareness as the photography expert in the community. Remember, these give you content to share during those quiet weeks. You still have images to share with things like "365 Projects," client shoots and challenges, and events happening more in real time throughout the week. "But Skip, there's nothing to write about!" by Skip Cohen
I started with your website, and blog basics earlier in the week. Now it's time to move to content ideas. Most of you are sitting on a goldmine of topics, not just for your blog, but other places you're sharing in social media. Sadly, you're often too close to your own business to recognize how much value there is in so many different aspects of your knowledge about imaging. Remember, the key to building readership and followers is all about being helpful. Become the Imaging Expert: As a photographer, you do things you take for granted every day. Let's help Mom, Dad, and the kids become better artists. They're not going open up down the street and compete with you. So, whether they use a conventional camera or a phone, let's help them raise the bar on their images.
There's a very practical advantage to the ideas above - each one allows you to share some of your images as examples of the right and wrong way to capture their memories. You're establishing yourself as the expert in imaging in your community. And to take it a step further, some of you have the skills and ability to hold physical classes and photo walks to help your audience capture better memories. As their skills grow, you become more established as the expert in your community, and you're opening the door for more advanced techniques. At the same time, you're developing top-of-mind awareness of when they need a professional photographer. Coming up tomorrow - another set of ideas for blog topics. There's always something to write about and share! by Skip Cohen It's funny how January rolls around and so many of you put the brakes on, thinking you can just kick back and chill for a few weeks. I'm not questioning business owners needing a break, just the timing if you stop working altogether. It might be the slow season, but "slow" is only about revenue and clients coming through the front door! Right now, things can be as busy as you want them to be when it comes to building a stronger business in the new year. I'm continuing my quest to give you ideas to build a more substantial business and, at the very least, give a few of you a jump start. Next topic up: I want to focus on your blog in the next two building block posts. "Your website is about what you sell. Your blog is about what's in your heart." Here are some great tips on building a blog. While I'd love to take credit for all of them, many of them are thanks to my good buddy Scott Bourne. They apply not only to maintaining a blog but also to any place you're trying to build readership and followers.
And there they are, ten tips to help you build a blog that draws in readers. But a blog alone isn't enough. You need to weave a web around your readers so they're finding you in multiple locations. It's all about building a more recognized brand, starting with being helpful to your followers. Check in tomorrow for thirty content ideas to write about! by Skip Cohen For close to fifteen years on three different blogs, I've been sharing ideas to help you build a stronger business. While technology has never slowed down, there's not a lot left that I haven't written about when it comes to marketing. Yet there are so many of you who act like procrastination is a strategy! Too many of you are flying by the seat of your pants, being reactionary, with no planning or strategy for the new year. You wouldn't get in your car for a trip across the country without a bit of planning, including the route, cities you wanted to visit, accommodations, etc., Yet you're attacking the new year without a roadmap. I'm bringing back an updated building block series because NOW is the time to lay the foundation to make 2024 your best year yet. Let's start with your website:
We're in a "you snooze - you lose" scenario. We might be in the slow season, but it shouldn't be slow for you as a business owner. Valentine's Day, Easter, prom season, Mother's Day, Father's Day, and graduation are all around the corner. This is the first Marketing Monday for this series - coming up we'll hit at least seven more topics to help you build a powerhouse business in the new year...but remember, even with great marketing, you still need an outstanding skill set when a camera is in your hands! by Skip Cohen
At the last minute yesterday, I decided to head to IUSA next weekend. I keep in touch with dozens of photographers weekly, and I felt free of the need to be in Louisville for the convention. But the closer it got to the show, the more I questioned my decision. So often, I forget to practice what I preach. In this case, I need to recharge my battery when it comes to imaging. With a home office and most interaction online, there is no replacement for being together with other photographers, vendors, and friends. My anticipation is almost overwhelming! Just the decision to be at IUSA has created some great energy. So, if you're like me and had decided not to attend, I was surprised that I could lock in decent flights and the hotel this late. Why IUSA? Well, it's the first big show of the new year for most of you. Next, you need to spend time building your network, and there's no better place than a great convention. With nearly 150 exhibitors, it's an opportunity to check out new products, services, and technology. Plus, PPA's educational platform this year is one of their best yet - it's a chance for you to fine-tune your skill set. Here are just a few reminders if you're heading to the show.
I'd love to catch up with any of you headed to the show - look for me at the Platypod booth 1226, Marathon booth 727 or just out and about on the trade show floor. by Skip Cohen We closed the door on 2023, and most of you would like to kick back for a few weeks and chill. I get it, and that's fine if it fits your goals for the new year. But there's an opportunity coming up that, with a little planning, can be your first step into building stronger revenue for 2024. Valentine's Day is a perfect time for boudoir and family portrait artists to ramp up a little business, and NOW is the time to spread the word. But it's also important to have something going on that gets your target audience excited...
Here's my point - it's great to kick back and chill, but if you've got the skillset, a Valentine's Day promotion is low-hanging fruit. It's perfect to get back in the swing of things and remind your audience what you do for a living...you help people create and capture memories! by Skip Cohen It's Marketing Monday, and for at least the last ten years, I've shared ideas on things you should be doing to build a stronger business. I've covered just about everything, but there's one more idea I want to hit this morning: the diversity of Marathon Press. My history working with Marathon goes back 30+ years. Yes, they sponsor SCU, but they didn't ask me to write about them today. As everyone looks for ideas to make 2024 a record-breaker, Marathon has so many ways to help you achieve your goals. Let's start with their diversity as an industry-supporting vendor, and this is only a part of the support they offer.
Here's my point this Marketing Monday - stop thinking you have to fly solo all the time. Most of you are small business owners and you don't have the staff, the time or the budget to create, build and launch exciting marketing programs - but Marathon has an amazing staff and products/services.
And they're just a click or phone call away...(800) 228.0629 or click on their logo below. by Skip Cohen In the "old days," there was always time to kick back and chill after the December holidays. January, especially, was considered the start of the slow season and convention time. And while winter is slow in most areas, that's only from a consumer perspective. As a small business owner in photography, it might be quiet, but you've got some planning you should be doing for the next wave of seasonality.
I get it - 2023 wasn't the easiest of years, and you'd like to hibernate for the winter. But here's my point: a little planning now sets things up for the whole year. And there are few things better than being a business owner with momentum going all year long! Whether you've put any formal time into planning the year ahead or you're still in vision mode trying to think through what you want to be when you grow up - everyone has goals. And while some are tougher to achieve and more long-range than others, nothing changes the importance of planning and turning wishes into reality. "If it weren't for change there'd be no butterflies!" Unknown Author by Skip Cohen It's January 8, and time is flying by faster than I'd like! While I know time never slows down, procrastination is a luxury. This time of year, we all go through the same process - We think about the previous year, set goals for the new year, and then work on what we need to do differently to make this year even better. Maybe everything in our skill set was right for last year, but now we need to expand to focus more on marketing to a broader audience and offer more diverse products/services. Or, perhaps the product line is fine, but we need to find more ways to reach more people. We spend January 1st walking through our lives, room by room, drawing up a list of work to be done, cracks to be patched. Maybe this year, to balance the list, we ought to walk through the rooms of our lives...not looking for flaws, but for potential. Ellen Goodman This is a short post on this first Marketing Monday of 2024. Its purpose is to plant a few seeds to think things through before you jump back into expanding and building in a new direction too rapidly. What if you change virtually NOTHING to start the year?
Here's my point - every year is a struggle to grow your business. Some years growth is faster than others, but overall it's the same process. Maybe you need to pat yourself on the back and take some time, without interruptions, to analyze how you really want to achieve your goals. If last week was the time to recharge, then this week is a prep week. Where are the best possibilities to find areas for growth through diversity and increased brand awareness? There's a great buzz in the industry this year, and there is lots of optimism for 2024. Two great conventions, IUSA and WPPI, are coming up with opportunities to spend time with your peers and so many of the key vendors and educators. At the same time, social media is exploding with opportunities, and even direct mail has the potential for targeting campaigns as you launch a new year in business. Don't rush to change things in your business just for the sake of mixing things up a little. Every business has a formula, and no two artists are the same. The key is to implement things that work best for you and, at the same time, help you expand your reach. What a year this is going to be! PS If you're stuck on ideas in the new year and need some help, you know where to find me. Just IM me on Facebook, and I'll get back to you. by Skip Cohen
This is that strange time of year when it's quiet from the consumer side of life and in limbo for many small business owners. It's the perfect time to hit the reset button and clear your head. But before you kick back it's also time to tie up loose ends from 2023 and do a little prep work for the new year. From loose ends to preparing for the year ahead, here are some quick ideas:
Here's my point - yes, we're at the start of the "slow season," but that doesn't mean it's slow for you as a business owner. This time of year is always a balance between things you need to do ASAP to wrap up last year and the need to kick back for a few days and clear your head. As I wrote recently, now is the time to do a little dreaming...with your eyes open. |
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