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Growing With New Products and a New Target Audience

7/7/2025

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PictureClick to view in the SCU Light Box
by Skip Cohen

​It's Marketing Monday, rolling in right after a holiday weekend. It's a great time to consider ways to grow your business, notably by expanding to new products and a new target audience.

While wandering through the SCU archives, the artwork above came to light. It's a powerful statement and excellent advice for any entrepreneur.

As I thought about how many photographers need to diversify and expand their target audience, I thought back to ideas that came out of the pandemic. Back then, I shared a post about 
JP Elario doing Facetime portraits for clients as he worked through a small part of the challenge with physical distancing. In contrast, Steven Gotz's idea of converting family portraits to coloring book pages for young children provides an easy way to keep in touch with clients while utilizing archived images from your files.
 
Well, here's another one and the need is still enormous - outdoor seating at restaurants!

One ingredient to bring back business following the pandemic was outdoor seating, but most restaurants, especially those that didn't offer table service outside, needed help in the decorating department. Well, it's summertime, and the pandemic is in the past, but the need is even greater today! 

It's a perfect application for Bay Photo's Performance EXT Metal prints. I wrote about my own experience many years ago.

The original EXT Metal print on the right, was physically damaged by a contractor working on the house. However, it was reprinted, and the image has been outdoors for at least five years. While under a microscope, there may be some deterioration; there's nothing visible to the naked eye. It's been outside the entire time, exposed to the sun, heat, and rain of South Florida.

The two smaller images have also been outside for approximately the same time, and with even less shelter from the elements. They's just as beautiful today as when they were hung, and have only been brought in during hurricanes!


Two Additional Markets to Consider

Restaurants: With or without outdoor seating, the demand for food photography has never been higher. It may have started with the pandemic, but it has continued to grow with the Internet and online marketing. Additionally, carry-out ordering remains a popular option. Check out any of your favorite restaurants, and most often, you'll find a massive need for better photography.

Consumer Marketing: Take the idea of outdoor prints one step further, and instead of thinking outside the box, let's think like there's no box. Just about every client you've photographed over the years has a back porch or patio, some area outside their home or apartment. Let's encourage people to appreciate artwork outside their own homes. 

Here's an opportunity to offer something different and exciting to your existing audience. Let's start to plant a few marketing seeds with a new audience. The concept is also ideal for creating engaging content for your blog. So, from restaurants needing a more substantial presence outdoors to photography for their websites to helping clients bring photography to a new location in their home - most of you are sitting on an untapped market.

You're the only one who can plant the seed for new ideas with your target audience...but you also need to follow through and take action. You need to be an innovator!

"Creativity is thinking up new things. Innovation is doing new things." 
Theodore Levit

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Is Your Website Working?

7/1/2025

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by Skip Cohen

If your website isn't working the way you planned, there's no way your target audience is going to understand why. It's not like road construction with plenty of warnings, cones, barriers, detours and signage! If a consumer can't get to where they want to go on your website, they're simply going to leave and go somewhere else.

​Spring seasonality is over. We're into summer business, and for those of you outside the bridal world, it might even seem a little quiet at times...but that doesn't mean there aren't things you should be doing to keep your business going strong.

Here's a topic that should be at the top of everybody's list: Is your website working properly?

We all have the same challenge: getting our website to look the way we want it, work the way it should, and get the support we need when we need it. The reality is that it's not a perfect world, and every website should be regularly checked and on different devices. 

If your website isn't working and creating a great experience for visitors, it's the equivalent of not unlocking the front door of a brick-and-mortar building. Customers can't get in, but you forgot to open the door and are wondering why business is so slow!

​Years ago, I received a great suggestion from an attendee at a marketing presentation I gave at the IPI Summer Convention.

"We have six people in the company.  Every morning, when they boot up, their landing page is a different page on our website.  That's six different pages that get checked first thing before we even start the day!"

Your website should be checked on different browsers, viewed on your phone as well as your computer, and links checked to ensure people get to where you want them to go. It's not rocket science—just good business. And according to the latest stats from Google via Statista.com, mobile devices account for almost 63% of global Internet traffic.

Many years ago, there was a TV campaign with one line:  "It's 11:00 PM. Do you know where your kids are?"  Well, it's time to modify and bring that line into business, and 2025...

"It's the start of another business day - do you know if your site's working?"
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The Best Backup Plan?  Just Get Back Up!

6/27/2025

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So, if you got a fire, don't lose it
If you got a do-or-die dream, do it
If you got something to prove, go on and prove it
Don't let nobody clip your wings
Keep your head down, keep on the blinders
Tune out the doubters and all the closed minders
If it's in your blood
Fallin' down ain't enough to change who you were born to be
Gettin' back up, that's the only backup plan you need.
by Skip Cohen

​I don't usually quote lyrics from country songs, but I just heard "Backup Plan" by Bailey Zimmerman and Luke Combs, and the lyrics to the chorus are perfect words to live by!

It's Friday, and this is a short post. Everyone, at some point, hits a wall when something they were working on or hoping for just doesn't happen. But here's the point - listen to your heart first. Next, stop listening to people who don't share your vision. It's hard enough to be in business today without feeling like you're swimming upstream because the doubters in your life seem to think they have the right to redirect your energy!

Wishing everyone a weekend with time to relax, dream, and make a little progress on whatever vision you have for your future.
Keep your dreams alive. Understand to achieve anything requires faith and belief in yourself, vision,
hard work, determination, and dedication.
Remember all things are possible for those who believe.

Gail Devers 
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Your Community: Every Little Bit Helps!

6/23/2025

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If you think you are too small to make a difference, try sleeping with a mosquito!
Dali Lama
PictureImages by Steven Gotz
by Skip Cohen

Technically, spring seasonality ended with Father's Day. Now that we're in summer, it's the perfect time for you to fine-tune your presence in the community. I've spoken with so many different artists over the years who tend to view summer as limited to what can be done to capture the attention of their target audience. After all, except weddings and event photography, there's not a lot going on,  NOT!!!!!

Let's start with community involvement, a topic I've written about numerous times before. Everyone can make a difference. In a world that's currently upside down, imagine how much better your community could be if everyone got more involved.

There are so many different ways you can help:

Blogging:  A blog that regularly (at least twice a week) shares new content that's relevant to its readership helps establish your authority as an expert and builds your personal brand. Posts don't have to be long; they just need to be interesting to your target audience. 

For example, start and maintain a calendar of events related to non-profits in your community. And with each passing event, be there! Put yourself in the position of a photojournalist, sharing images and the stories behind various events. Within a very short amount of time, you'll be recognized as an Ambassador for the non-profits you're writing about. 

Your goal is to build a reputation for giving back to your community. You're not just another retailer! Additionally, being a photographer gives you the advantage of displaying your skills alongside your empathy for support.

Social Media: While I firmly believe in the effectiveness of a good blog, for those of you who don't feel the same, then use social media to create awareness. As much as we all have a love-hate relationship with Facebook, it remains one of the most effective ways to reach your audience...but stay focused on your target demographics.

​Live Support: Just about all of you can teach a class in photography. It doesn't have to be an advanced technique, just helpful. For example, consider organizing a program in your community to help your audience capture better vacation photographs, July 4 fireworks, or storytelling. If you've got clients with young children, suggest they put a camera (or phone) in the hands of one of their kids to document family events and vacations. (It's incredible when you see the world through the eyes of a child.)

Family Coloring Books: The idea is thanks to Steven Gotz, and it came out of the pandemic. Steven took images of clients as well as some of his animal shots, then pulled the colors and turned them into line art for a coloring book. Imagine the fun kids would have with a personalized coloring book of images of their own family! Even better, imagine the reaction from the parents as you help them document the summer ahead. 

Publicity: Summertime can be anything but slow! Utilize your network of community leaders, companies, and associations to share updates on your initiatives. Remember, it's all about building brand awareness. From local publications to community-centric websites - it's up to you to deliver a never-ending stream of information. 

The bottom line is simple: there's no such thing as support that's too small. But it's up to you to remind people you believe in your community!

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Keeping the Attention of Your Target Audience

6/17/2025

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"The future of marketing is not just getting attention, but keeping someone's attention."
Tagline from a Spotify webinar ad
by Skip Cohen

​When I saw the quote above in an ad format, it made so much sense. It's the ongoing challenge of marketing, especially for small business owners. Plus, we're through Spring seasonality with Father's Day batting cleanup. So, what can you do to continue building momentum and increasing brand recognition for your business?

Just like Subliminal Man on an old SNL routine, you've got to maintain a presence with your target audience. It doesn't always have to be direct contact, but a continual flow of branding is necessary to build recognition and top-of-mind awareness. 
  • Community Involvement: People like buying from companies they perceive as giving back to the community. You're looking for the community to be good to you, so you need to be good to your community. There are numerous ways to get involved, from major national events and fundraisers to local school, church, and Chamber of Commerce activities. And while finding ways to stand out as a photographer, it's more important to be involved, whether or not you're clicking the shutter.
  • Partnerships: I've written so much over the years about partnerships. Partners help you reduce your costs and expand your reach. 
  • Direct Mail: Think about how much noise is in our lives. A well-designed postcard mailing to your target audience can help you cut through the noise and increase brand recognition. It's also a perfect vehicle for partnerships.
  • Email blasts: A good email blast has to be targeted. While some people feel strongly that you need big lists and shotgunning the market because you're bound to hit something, I'm just the opposite. I'd rather invest in smaller more defined target lists that hit the right demographics.
  • Follow-up phone calls: Calling a past client doesn't need to be intrusive; it just needs to be helpful. Your past clients, unless you've behaved like a complete idiot, are your best ambassadors. Just an occasional phone call to check in on how they're doing can help build the relationship.
  • Own Your Zip Code: This is old school and involves pounding the pavement. It's all about getting to know the businesses in your area, but more importantly, they need to know you. And you don't need to be selling anything; just introduce yourself with something like, "I just wanted to meet you guys. My specialty is ____, but I've got an incredible network. If I can ever help with any of your photographic needs, just give me a shout." Leave your business card, and that's it - soft sell and simple.
  • Social Media: Whether you're a blogger or just active on Facebook, you need to maintain a helpful presence. For example, if you're working with a non-profit on a specific event, then write about it on your blog or social media sites. Be an ambassador for associations and causes you believe in.
  • Photographer Guilds: Get involved! This is about building your network so you always have solutions, even when you might not have the specific skills for the task.

Here's the bottom line: Summer is here, and you need to maintain your presence in a way that is supportive without being overly aggressive. It's about keeping that top-of-mind awareness I mentioned earlier.
"The best marketing doesn't feel like marketing,"
Tom Fishburne


"Whether you're doing B2B or B2C, marketing is all about reaching the right person,
and talking to that person in a way that makes them feel comfortable,"

Adam Spawton-Rice

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Changing Your Career Path

6/3/2025

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It's no good running a pig farm badly for 30 years while saying,
'Really, I was meant to be a ballet dancer.'
By then, pigs will be your style.

Quentin Crisp
by Skip Cohen

Over the years, I've met many photographers who have shared their regrets about the direction their career path took. However, the revenue stream was substantial, and it was too risky to consider a change. Yet, they still have a passion for another specialty and a chance to be more creative.

Senior photography is one of those areas that people have found it was hard to break into. So, they gave up chasing the idea. My point isn't so much about what a great direction it can be for a career, but if you're going to take that path, then do it right!

If you're interested in the senior market, the first thing you need to ensure is that you've the right skill set, not just with your camera. You need excellent communication skills and the ability to establish a strong relationship with your subject.

For many seniors, this may be their first time working with a professional photographer. They're as nervous about getting a portrait done as they are in dealing with some of their own self-esteem issues. That means your listening and conversational skills must be as good as your understanding of exposure, composition, and lighting!

But here's the real point of today's post - you don't have to develop the senior market alone. Check out Marathon's "Power of 3" Senior Marketing program. It's direct mail at its best, with the expertise of the Marathon staff to watch your back and help you develop an effective program.

For example, check out the strategy and timing below of their 3-point program, as well as the optional fourth "last chance" piece.

  • Mailing 1: Introduce yourself and create awareness that it's time to think about senior portraits and become a part of the class of 2026.
  • Mailing 2: Give seniors a chance to take a second look at your photography and recognize your studio as the best choice for their senior portraits.
  • Mailing 3: One more chance to convince seniors that your studio stands out from the rest and that you offer the creativity they expect for their senior portrait experience.
  • Optional Mailing 4: For only 96¢ per name, you can add another "last chance" card to let seniors know they must call now or they will miss out. Custom design is an additional $65 for this card.

At the very least, finding out more about the program should be a no-brainer. It costs nothing for you to get more information. There's an unlimited combination of design components for you to choose from, but everything starts with your interest in expanding your expertise into the community.

Even better, to help you build your brand as a senior photographer, the available design for each 3-part mailing is limited to only one studio per marketing area. It only takes a phone call to find out what's being done in your area.
You can't create images that tug at people's heartstring if your own heart isn't in it!
Skip Cohen
If the senior market is something you've considered, then pick up the phone and give the Marathon team a call! Click below to find out how to get your Senior Power of 3 sample pack or call (800) 228.0629 to speak to an Account Representative.
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Business Breakthroughs for Photographers: Part XVI

5/19/2025

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At the end it’s not about what you have or even what you’ve accomplished.
It’s about who you’ve lifted up, who you’ve made better.
It’s about what you’ve given back.

Denzel Washington
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by Skip Cohen

In any business today, you need to stay focused on everything you can do to break through the noise and chaos in everyone's lives. One of the best ways to stay on your target audience's radar is to be involved in your community.

Jay Conrad Levinson, better known as the father of Guerrilla Marketing, in a presentation I attended many years ago, listed "being involved in your community" as one of the top 100 things guerrilla marketers needed to do, and for a good reason. Simply put, people like to do business with companies they perceive as giving back. If you want your community to be good to you, you have to be good to your community.

Spring seasonality is coming to a close next month, but that doesn't mean there aren't plenty of business opportunities all summer and right into year-end. But you need to keep being noticed as more than just a talented artist. You want to be perceived as somebody who gives back to the community. 

From local events to national nonprofits, every community has an organization that needs help! The best thing about help is that it can be defined in so many different ways—from financial support to your skills to just jumping in as a "worker-bee."

  • Get involved with a local fund-raiser. Whether it involves your camera or not doesn't matter. You need to be involved, and your community needs to know you're not just another retailer or service provider but an active supporter.
  • Look for local events: For example, what's coming up in your community that's a fund-raising event?  
  • Get to know the president of the PTA for any of the schools. How about portraits instead of a bake sale to raise money this year? What events are they sponsoring that might need to be documented?
  • Every high school sports team, band, yearbook, and chorus is looking for new ways to raise money, and you've got the gear and the know-how.  How about working with them to create a new idea for fund-raising beyond hot dog sales at the games?
  • Not every show of support needs to involve photography. Even if you're just helping the Boosters Club at a refreshment stand selling hotdogs, the key is to be out there in the community.
  • Visit your local Chamber of Commerce and find out what's happening in the community. There's always a United Way Campaign in the fall, but what other events occur as we head into the summer, fall and winter months?
  • Sometimes, helping to raise money directly is about using your skill set as a photojournalist to boost awareness. Document various events in the community, and then provide the management of those events, the local paper, and websites with your images. Remember, nobody can do it better than you!
  • Use your blog and social media presence. With every event there's an opportunity to share the experience and increase awareness for far more than just your involvement. Tell the story of the organization and their events.  Include links back to their home page. It's great content and helps to demonstrate your commitment. Whether you blog or, for example, post on a Facebook page, by sharing information about various nonprofits, you're becoming an ambassador for that organization. 
  • Publish an event calendar. This is an easy way to become a community clearinghouse for nonprofits in the area, and it shows your commitment.
  • I have at least three favorite organizations I work with, and they're national in their reach. First, I've written about my involvement in support of Alzheimer's research, and especially Alzheimer's Walks, which are taking place nationwide. Check out Alz.org, Second, on a very local level, are the Senior Friendship Centers in Sarasota. I've been involved in so many different ways, from fund-raising to managing their blog and doing a podcast series to being on their Board for many years. Third, Now I Lay Me Down to Sleep is always looking for more photographers and support. While it takes a very special artist to get involved in helping a family who's just lost a child, every photographer I've ever met has described being a part of such an intimate and emotional event as life-changing.​

None of what I'm sharing today is a new topic to share on the SCU blog. No act of support is too small—the key is being involved. I'm not sure there's anything more rewarding or powerful in building your brand. You want to be recognized in your community as a person/company who believes in giving back and can walk the talk!

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Seasonality in Professional Photography: Time to Wake Up!

5/9/2025

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by Skip Cohen

​It's been a crazy week regarding special projects, eating up the clock, and finding time to post. It was so busy that I even missed my favorite day of the week...Throwback Thursday. I'm writing today as a reminder that we're down to the wire, and if you missed doing anything for the first "race in the trifecta," Mother's Day in the US this weekend, you've still got graduation and Father's Day over the next five weeks!  

Too many of you still consider active marketing something you only need to do when business is slow. You procrastinate and wait for your ship to come in, but when it does, you find yourself at the airport! I'm here to remind you that it's time to wake up and aggressively go after Spring Seasonality!
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I use a lot of Adobe Stock photography, especially when trying to illustrate a point. So, I went to my download library and pulled four favorites from the archives.  Each image makes a point.

If you missed promoting your services and products for Mother's Day, crank up the volume and aggressively target family/graduate portraiture and Dad's for Father's Day. Based on the clock ticking down, I'd go after Father's Day, which is five weeks away. 

Think about it—most dads are missing an updated family portrait. Even more apparent is the target buyer—it's MOM! Women make 98% of the purchase decisions to hire a professional photographer in the portrait/social category. Plus, for most families with young children, Mom makes the choice regarding "What should we get Dad for Father's Day?"

  • Direct Mail:​ More active than ever, snail mail is back with a vengeance. Think about how much email you toss, never even bothering to take a look at what it was. A well-designed postcard, especially if you bring in 1-2 additional partners, is cost-efficient and expands your reach...and it gets through the noise better than social media.
  • Social Media: I'm a fan of direct mail, but you have to weave a web around your target, and reaching Mom, who's usually active in social media needs to recognize your presence. Facebook is a great resource for reaching moms, but you have to be selective and find the forums where moms hang out.
  • Cross-promotions: Look for partnerships in your community to cross-promote and share the cost of direct mail and social media. For example, how about a partnership between a sporting goods store and a photographer or a restaurant or event venue and a photographer? 
  • Regular Promotions: Years ago, children's photographer Vicki Taufer used to do an annual calendar with a different portrait theme every month. As a working pro today, regardless of your specialty, there's no excuse not to put together a new promotion for at least each quarter of the year. Each one doesn't have to be a show-stopper, but it does have to be strong enough to get the attention of your target audience.

​Here's the bottom line today - This year has enormous potential, even in these bizarre times, and you're in a service minimally impacted by tariffs and politics. Don't miss the opportunity to finish the year feeling like the two kids below!
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Business Breakthroughs for Photographers: Part XIV

5/5/2025

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“Give them quality. That’s the best kind of advertising” 
 Milton Hershey
by Skip Cohen

Ever think about the impression you make when a potential client walks through the door...of your website?

A future client wandering through cyberspace is like shopping for your mother's birthday present. You know you need to get her something, but you don't know what. The solution is to wander through the stores in the mall looking for ideas. So many of you don't realize your website is one of those stores.

In the United States, an estimated 273 million people, or about 80.4% of the population, shop online.This number is projected to increase to almost 289.91 million by 2027. (Google A.I.) 

When people come to your site, are they walking through Nordstroms, where everything is easy to find and nicely displayed, or is your site the equivalent of Macy's the day after Christmas? Your website needs to be an experience and have a look and feel that connects with the shopper.

Fine-Tuning Your Website
​Make it a Great "Shopping" Experience

Here are some suggestions to help you beef up your website:
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  • Make your site easy to navigate! Don't bury important information where people can't find it. 
  • Show things in logical order. Hook your client on your images first, then the "about" section, then information and how to contact you, etc.
  • Don't overload them with images!  You don't need hundreds of photographs, but you do need to show only your very best work. 
  • Be consistent with the look and feel of your site and your blog--even though they serve two different purposes, you still need continuity in the design and feel of both. And for those of you in the portrait/social specialties, your target audience is female, and most of the time, "Mom." I've seen both male and female photographers go overboard with too much of a high-tech look.
  • Let your site show your personality.
  • Don't bury clients in policies that might scare them away. For example, your policies on deposits and refunds should be discussed in the contract. They don't belong on your website.
  • Stay away from hard-to-read, artsy-fartsy fonts. 
  • Be careful with reverse-type. Reverse-type is fine, but if it's a page, you hope your client will download and print, then make it black type on a white background. The average client has a $59 printer at best, and trying to print an all-black page with white type is going to leave them with nothing more than a soggy sheet of paper!
  • Keep it short where you do have text and proofread everything you put on your site. Plus, read it out loud several times and have a friend or family member check it over as well. Ask them to tell you what you just wrote to make sure it's being understood. Check out grammarly.com to raise the bar on everything you put in print.
  • Be careful what you show in pricing. Not everybody agrees with me on this one - I don't think photographers should show their prices. I like having a statement like, "Wedding coverage starting at ___________," or "Portrait sessions starting at ______________," but just listing your prices doesn't begin to give you a chance to sell yourself and what makes you the best choice.
  • There's no such thing as too much contact information. Most importantly, give people a phone number and email address. Many of you use email response templates, which are an excellent addition, but they don't help if you take too long to answer!​

As you review your site, remember that it is about the products and services you sell, while your blog is about what's in your heart. Having them both show the right appeal and compelling content is what creates two of my favorite original Internet marketing words: "sticky pages." Your goal is to create a site so sticky that people don't want to leave and share it with all their friends. Make yourself habit-forming and always exceed expectations.
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Business Breakthroughs for Photographers: Part XIII

4/30/2025

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Coming together is a beginning. Keeping together is progress. Working together is success. 
Henry Ford 
by Skip Cohen

I started the SCU blog in 2013 with one goal in mind: helping artists build a stronger business. Over the years, usually in late winter, I've done several different series to help photographers break through the chaos and noise to reach their target audience.

This current series, Business Breakthroughs, started at the end of January. I've covered so many key topics, but today's is one of my favorites because it sets the stage for so many artists to stop acting like lone wolves! Partnerships are the answer to so many challenges in growing your business, brand, and recognition in your community.

​Stop thinking you have to always fly solo with every great idea!
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This is one of those topics that requires no explanation - so, like a cookbook, let's go right to each component!
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  • Direct Mail is as strong as ever, especially when you consider how much email we NEVER read. Snail mail can still get you through the noise and be noticed. I've shared this concept before - design an over-sized postcard and bring in two other partners. For example, a wedding photographer, a florist, and a limo company - each get 1/3 of the card and share the cost for the mailer and postage. A boudoir photographer could partner with a lingerie shop and makeup artist or spa. But here are the real benefits - all three partners get the advantage of each other's reach; each partner becomes an ambassador for all three entities, and your cost is reduced by 1/3 of what it would be if you were a solo act! (Note: Need help designing your mailer? Call Marathon Press!)
  • Sharing Gear: I'm not talking about your day-in-day-out camera gear, but the more exotic things you need to grow your business. A large format printer, exotic lens or lighting equipment are all high ticket items - why not split the cost and share the use with a colleague?
  • Studio/Office Space: There's nothing wrong with working out of your home. In fact, with fifty percent of professional photographers being part-time, most of them have a home office. However, depending on your goals, especially for a studio, partnerships with other photographers might get you to the space you need much faster. Again, sharing the costs gets you a level of business development that might be years away from you being able to support on your own.
  • Exhibit/Gallery Space: My good buddy Kevin A. Gilligan is a member of the South Bay Artists Collective in Hermosa Beach, CA. Twenty different artists share the space, exhibit time and the costs with some incredible benefits: They inspire each other's creativity; they share expenses; they get increased exposure through each other's exhibits; they motivate each other, and they benefit from everyone's network! 
  • Community Events: A few years back, I shared a guest post by Bruce Berg, the Lane County Children's Contest. It's been going on for over forty years with three competing photographers launching a children's photo contest during the first quarter of each year - the slow season! And Bruce was very open about the revenue the contest brought in at a time when most markets experience the slowest income of the year.

The bottom line? Stop thinking you have to do everything alone. Your greatest marketing tool involves relationship building. Strategic partnerships are one of the very best, most efficient, and effective ways for you to grow your business! And you're still early enough in the year to design some spectacular cross-promotions with 2-3 partners to make 2025 one of your very best years yet!
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Industry Icons: When They Were Seniors - Round IV

4/24/2025

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We didn't realize we were making memories.
We just knew we were having fun.

Anon
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by Skip Cohen

​Throwback Thursday is my favorite day of the week, and between my archives and new material, I'm jumping into the time machine for one more round of well-respected professional photographers when they were seniors. Not everyone had access to their formal senior headshot, but all the images are from that time in everyone's life when they were launched into adulthood.

From top left: Gary Box, Chuck Arlund, Michele Celentano, Vanelli, David Beckham, Kevin Gilligan, Gustavo Fernandez, Bruce Hudson, Joe Buissink, Dawn Davis, Joy Vertz, Judy Host, Matt Meiers, Bryan Caporicci, Melanie Anderson.

In last week's post I included both my senior headshot with my Mom's. Here's mine with my Dad's, thirty years apart. At the time, hand-coloring was the rage.

Senior photography continues to be one of the fastest-growing specialties and has never slowed down in terms of popularity and recognition. It's a special time in everyone's life, and that awkward time as we all headed into independence. Yet, we were still very much tied to our families and homes, but ggraduation has always been a celebration.

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Senior photography today is much more focused on storytelling and different presentations of their images. For example, I'm using the shot from Marathon Press again to show just one aspect of what's available today, grad cards. There was no such thing as grad cards years ago. The wallet-size shots in the packages our parents bought were the most popular. That's what we all shared. 

​Marathon has 75 different Grad Card Design Collections.​ I grabbed the screen shot below to share a small taste of the variety of what you have to choose from. And, their free gold foil on 5x7 cards is going on until May 31.

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Click on any sample above to view the entire collection.
Marketing to seniors, if done right, can be an incredibly rewarding part of your business. But don't underestimate the skills required to be successful. It requires a different skill set than when so many of us were seniors.

You need great communication skills. Success today is all about relationship-building, connecting with the subject, capturing their personality, and combining it with maximum creativity. Sure, understanding lighting, posing, and composition is a necessity, but telling the story of a senior today is such a strong part of imaging. It's well beyond just knowing when to click the shutter.

Meanwhile, congrats to the class of 2025, and a BIG thanks to everyone who's been sending me their senior shots, regardless of how far back they go!

​Happy Throwback Thursday!
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A Hump Day Message: Making Self-Care a Priority

4/23/2025

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Never forget how to take care of yourself because others won't forget how to use you.
Unknown
by Skip Cohen

​It's Hump Day, and I try it keep it relatively light, but depending on your state of mind, today's topic could be just a quiet reminder or a critical point to help you focus.

Now and then, I share a point from Lou Mitchell's book, Mastering Positive Thinking. A few days ago, he shared the quote above and then went on to write:

Self-care is not a luxury but a necessity. In a world where demands and expectations are constant, and burnout is one of the most prevalent illnesses, it's easy to prioritize others' needs over our own. However, neglecting self-care can leave us vulnerable to being taken advantage of, as people often remember how to use our strengths and resources for their benefit. Learning to say no to preserve yourself is key.

The world is nuts right now. From pissing off Mother Nature to the economy to the political arena, we're flooded with fake news from all sides. On any given day, most of us are fighting off some level of anxiety over the future. With the exception of the weather report, we don't know what to believe. 

At the same time, it's so easy to forget about self-care and help friends and worthy causes, putting our own needs on the back burner. I'm not suggesting anybody become selfish, but being just a little self-centered isn't a bad thing. Caregivers for family members with Alzheimer's learn early on that they can't take care of their loved one if they're not taking care of themselves first. It's no different than a flight attendant speech reminding you that if you're flying with a child, put on your oxygen mask before putting on your kid's.

Lou Mitchell went on to write: Are you taking adequate care of yourself, or are you constantly catering to others' needs? What boundaries can you set to ensure you prioritize your well-being? How can you integrate self-care practices into your daily routine to maintain a healthy balance?

And there's my point - you need to set some boundaries. For me, one area that needs my attention is what I read. I've stopped scrolling through all the bullshit on Facebook. There's one post after another that's fake news, and it's from all sides, as more and more people think their opinion is the only one. Sheila and I have even developed our own technique for watching the news - we pre-record and can get through Lester Holt and David Muir, both 30-minute news broadcasts, in less than 15 minutes!

This doesn't mean we accept the craziness in the world; it's just that our own sanity comes before allowing us to get upset over reports that are yet to be proven true! So, whether it's more sleep, exercise, eating better, setting boundaries on input to your life, or just taking time to smell the roses - you know how to hold focus with you camera, but what about YOU?

Wishing everybody a day when you can focus on what you need most!

​Happy Hump Day!
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"Someday" is NOT a Day of the Week!*

4/21/2025

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by Skip Cohen

We're into Spring seasonality, but there are still too many of you who instead of taking action to build your business, are waiting for the sales or marketing fairy to come in and sprinkle success dust on your career! The result is endless procrastination, and soon it'll be too late to have any serious positive impact...so, STOP PROCRASTINATING!

Since starting this blog in 2013, I've done several series of posts to help small business owners, primarily photographers/videographers, build a stronger business. This current series, Business Breakthroughs, started at the end of January. There have been twelve different topics. From ending procrastination to keeping negative people out of your life, and everything in between, I've covered so many significant challenges you face.

The biggest challenge for every business is breaking through the noise—the chaos in your target audience's lives that distracts them from recognizing the importance of your role in the community. Many of you forget your value as a magician, helping people capture intangible moments and turning them into memories that last a lifetime!

Below are twelve links to past Business Breakthroughs. Spring seasonality is on your doorstep, with Mother's Day, prom season, graduation, and Father's Day all coming up over the next two months. All along the way, there will be opportunities for you to grow your business and increase revenue...but I can only help with ideas. 

You're the only one who can build your business and turn 2025 into one of your most successful years as an artist. Each banner below links to the original article. Think about where you need to fine-tune and then attack the challenge.

I have a few more topics to share, but if you're stuck and need more help, you know where to find me!

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*Quote by Janet Dailey
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Business Breakthroughs for Photographers: Part XII

4/14/2025

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"Don't let the noise of others' opinions drown out your own inner voice!"
Steve Jobs
by Skip Cohen

While this is a Marketing Monday post about the business of imaging, Steve Jobs's quote is good advice for just about everyone I know in today's opinionated, polarized political environment. However, I'm staying on point and sharing ideas related to being a photographer, videographer, and small business owner.

Photography is an art form that family members and friends often misunderstand. They don't understand your passion. They assume you're going to starve in the process. They may never have seen your work and question whether or not you're good enough. They don't understand why you can't just go out and get a "real job"!  Sound familiar?

On the old GoingPro podcasts, Scott Bourne and I talked a lot about surrounding yourself with people with positive attitudes. You need to block out the "Negators." It's not out of Greek mythology, but it should be.  Negators are people who are so unhappy in their own lives; their only joy in life is screwing with yours!

The result is most often serious damage to your self-confidence. So, here are a few suggestions to help you stay focused (pun intended) and give you a little reinforcement. You know how to focus your camera, but do you know how to hold the focus on your career path and your business?

  • Surround yourself with positive people. While developing more positivity, it all starts by toning down the Negators in your life. Sooner or later, the Negators will hopefully come around, but for now, those people who are throwing up the roadblocks need to be kept on the sidelines. The only thing they're contributing to your life is stress!
  • Look at old images. Go back and look at the images you captured early on in your career. It might have been a party you photographed, a landscape while on vacation, or maybe just a few shots of your kids. Now, compare them to where you are today. If you don't see a difference, you're in trouble, but most of you will see growth in the way you compose and expose today. As you get more experienced, there should be some serious changes seen in lighting, composition, depth of field, and your creativity.
  • Roberto Valenzuela suggested a terrific tool for practicing the craft on a GoingPro podcast many years ago. He suggested you go back to the last wedding you photographed and look at all the bad images.  "Look for what you missed and learn to understand why each image wasn't good!"
  • Enter some images in print competition. This is a personal favorite. Whether you enter prints or not, at least attend the judging at the next convention, where it's open to the public. Listen to what the judges are saying about each print. Use their suggestions as guidance for your own work.
  • Find yourself a supportive Facebook forum. There are so many groups within photography, and while you'll occasionally run across a troll who doesn't like the images you share, just remember, "Beauty is in the eyes of the checkbook holder!"
  • Join your local chapter or guild of professional photographers. Sooner or later, everyone shares the same frustrations. A local chapter of other artists becomes a support group and an essential part of your network. There's a lot of good comfort in knowing your peers share some of the same concerns and frustrations. 
  • Don't respond to trolls! When you do step out into the public forums and get shot at by a troll, don't let yourself get caught up in the battle. Don't respond. They hide behind the anonymity of their computer screens. Your silence is far more effective at driving them mad!

Most important of all...Listen to your heart. It sounds hokey, but you know what you feel inside. You know what your gut instinct is saying about your passion for being an artist. You know what's a good fit, but negativity will slow you down. 

It's April, and the "busy season" is about to start picking up everywhere, in spite of everyone's fear of the unknown with the cost of living and the economy. But here's another way to look at all the challenges we're dealing with today—creating special memories with family and friends has become even more important. Nobody can take away great memories, and as an imaging artist, your skills in helping people capture them is even more valuable today.

​You've got the best part of the year ahead of you. It's time to really dig into your journey. And if you need a little help from one of the industry's biggest cheerleaders - you know where to find me!
 “Even if you fall flat on your face, you’re still moving forward!” 
Victor Kiam


“If you wait for all the lights to be green, you’ll never get started on your journey!” 
​Zig Ziglar
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Business Breakthroughs for Photographers: Part XI

4/7/2025

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by Skip Cohen

I started this series to help photographers overcome the chaos that prevents them from making their businesses a greater success. While some of you may think paying attention to your phone style is outdated, replaced by texting and emails, it's anything but obsolete. The art of conversation is desperately needed more than ever in business today.​

How you handle yourself over the phone is at the top of the list of critical marketing tools. Even though email and texting drive the world, a live call is still one of the very best relationship-building techniques in business!

There was a time when "Ma Bell" used to teach classes on phone etiquette for business clients. I remember being sent to a workshop in my Customer Service days at Polaroid and thinking how stupid it was to suggest I didn't have the skill set to answer the phone. But it wasn't about answering the phone; it was about using the phone as a customer service tool.

At least once a week, I'm chasing a company to find an answer to a question. Comcast is one of the worst, but in all honesty, they're not alone. We live in a world of defaults and A.I. which rarely gets you to a live body.

Recently, it took me three transfers before I got the right department and an expert capable of answering my question at one of the most recognized companies in the world. Plus, my call was answered offshore, and only one of the four people I spoke with actually sounded sincere when empathizing with my complaint. By the time I got to the last person, I was so tired of being handed off. I was frustrated and rude, and it really wasn't the fault of the rep but the people who designed the response system of their company.
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As seasonality starts to pick up again with Easter, Passover, Mother's Day, graduation, and Father's Day on the very near horizon, this is the perfect time to brush up on your phone style and bring a stronger sense of professionalism to your phone skills. 
​

  • How's your overall system of communicating with your clients? Don't rely on a contact form on your website that clients fill out and then click "Send."  If a client is excited about your work, they want to talk to you, not fill out a form.  
  • Answer the call quickly, and if they leave a voicemail, return the call as fast as possible. When they do call, make sure your system is working right so you get the call or at least the message quickly. Make sure you call them back promptly because if you don't, one of your competitors will. It's only human nature to think something negative when you don't get a timely response.
  • Pay attention! Don't take or make calls when you're in the middle of chaos. We all multi-task, but the key to a great phone conversation is being dedicated to listening more than talking.  If you're in the middle of other things and can't give the person on the other end of the line dedicated time, then wait until you can.
  • No matter what bizarre things are happening in your day, smile when talking to people on the phone. This is all about being cheerful and having a great attitude. You can tell when somebody is smiling on the other end of the line. Getting a phone call from a client is an opportunity for you to show your personality.
  • Use your phone to play offense! With so many changes in the way we communicate today, it's becoming a lost art for people to use their phones for a conversation. When it comes to relationship building, talking directly to somebody is second only to a face-to-face conversation.
  • Be proactive! Look over your database of clients and use the phone to keep in touch with those people most special to you. I'm a huge fan of texting and social media, including Facebook and email, but calling somebody you know and have worked with is still at the top of the charts, and you don't have to be intrusive. The other day, I was on an IM with a good friend, and after typing a few lines, I just picked up the phone and called him...my opening line was, "It's great to catch up to you on Facebook, but we've been friends too long for an IM...how are you?" We were both busy, and it wasn't a long call, but so great to actually talk to him rather than type!
  • It's about what you say and how you say it. I wrote about this in a previous post, but when you have an upset customer, the best way to diffuse the situation is with a call that starts with, "I understand you're not happy with our service. Well, the buck stops here. What can I do to help?" You'll be amazed at the initial change in attitude just because you've established that you're there to listen, help, and resolve the challenge.
  • If you have staff answering calls, give them the authority to make decisions. Most of you are small businesses and don't have the luxury of a large staff, but you may have 1-2 people who handle Customer Service. Train them and give them the authority to make decisions and be problem-solvers. It's great when there's a challenge to handle it quickly rather than return calls and add time to the resolution process.
"The greatest technology in the world hasn't replaced the ultimate relationship building tool
between a customer and a business...the human touch!"

Shep Hyken
Looking for more great reminders on Customer Service overall? Check out Shep Hyken's blog. He's always sharing ideas on how to exceed client expectations!
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Pushing Beyond Expectations for a Stronger Business

4/4/2025

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Risk more than other's think is safe. Care more than others think is wise.
Dream more than others think is practical.
Expect more than others think is realistic.

Claude Bissell
by Skip Cohen

It's Friday, and I've gotten into the routine of sharing my thoughts each week that's based on a great quote I've stumbled across. The quote above is a prime example, and it seems to be how I've aged into my life at this point, although I'm still work in progress.

The quote came out of Lou Mitchell's book on positive thinking. He went on to write some great advice:

Reflect on your current approach to life. Are you playing it safe and adhering to what others consider wise and practical? How can you start taking more risks, caring more deeply, dreaming bigger, and expecting greater outcomes --to live a life that genuinely excites and fulfills you?

Now, let's take that quote and apply it to the business of being a professional photographer and artist. Over the years, I've met so many photographers who play everything safe! To compare it to your skill set, it's the equivalent of always shooting at f8!

Years ago, I heard a great comment about growth..."Growth only happens outside your comfort zone." Well, nothing could be more true than the way too many of you run your business. What seems to happen is like a progressive disease.

It starts when you stop taking risks, even the smallest ones. Before you realize it, you've become a Master of Mediocrity, not caring about maximum quality. After all, you've convinced yourself that most consumers don't know the difference. Then your dreams slow down, and instead of imagining the future, you ponder what went wrong in the past. Last on the list, you've lowered your expectations because you're tired of being disappointed. The entire scenario becomes the ultimate negative self-fulfilling prophecy.

But here's the cool thing about all of this  - nothing has to be forever. The power to change is all with you. Start by thinking back to the vision you had for your career. Next, what does it take to get back on track, or, is there a new track? What do you need to do? Last, put a date on your future...a timeline to grow your business and skill set to what you need to be more competitive live a more fulfilling life.

Everything will start to fall into place...just being in business today is a risk. So, risk, care, dream, and expect more! Stop living an f8 life because there's so much more when you shoot and live wide open!

Wishing everybody a great weekend!
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Business Breakthroughs for Photographers, Part IX

3/24/2025

1 Comment

 
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PictureA.I. Image from Adobe Stock
by Skip Cohen

"Business Breakthroughs" are all about ideas to help you fine-tune your business. They're all about more ways to break through the chaos of reaching your target audience. And, since it's Marketing Monday, here's a checklist to help you raise the bar on customer service.

​Too slow in your follow-ups? How's that working for you?​ Anyone who contacts you, whether they're a client, potential client, vendor, or associate, judges you on your response time, together with the accuracy of your response and your perceived sincerity.

Phone Calls: How quickly do you return a call to a client? Many years ago, Gene Ho, a wedding photographer in Myrtle Beach, told me how his system works in responding to clients. If he's on the road and unavailable, an assistant catches the message and texts Gene or gets back to the potential bride directly. Often, his studio has locked in the client before his competitors even open their emails.

Checking Your Email: Things really do get lost. Remember to check all your email boxes. Some of you not only have exclusive business email addresses but are also on Facebook, Instagram, Twitter (X), Pinterest, LinkedIn, etc. Messages can sit there for weeks with many of you. Also, don't forget the "other" box on Facebook messages. Plus, check your spam folders. Remember, people will always assume the worst when you don't reply promptly.

Email Templates on Your Website are meaningless if you don't check them regularly. Also, give people every possible way to contact you. I understand if you work out of your home and don't want to publish your address, but you can still give them an email address and phone number. What's most important is how quickly a potential client gets a response.  

Customer Service Problems/Challenges: Do you resolve challenges quickly or let them drag out? The key to great customer service is to handle each problem as quickly as possible. It's so easy to build a strong reputation. When there's a problem, all you have to do is call the customer and say, "The buck stops here. How can I help?" Then, kick back and listen.

Appointments: Are you always early, just on time, or a few minutes late? There's a story I heard years ago about author Tom Peters. As the story goes, he was speaking to a room full of airline executives and arrived ten minutes late. They were aggravated that he wasn't on time. He stepped up to the microphone and said, "By all of your standards, this was an on-time arrival." Every client has to feel like they're your most important account.

Product Deliveries: Are you early, on time, or late? Nothing beats delivering early and exceeding client expectations, but few things can hurt your reputation more than having a client wait longer than anticipated.

Your Attitude: This is a tough one for all of us. It's hard to be upbeat all the time, especially when you're flat-out trying to catch up and the phone rings.  Remember one easy pointer I was given years ago...if you smile on the phone, it comes out in the tone of your voice. The same goes for face-to-face meetings. Occasionally, I meet a photographer who forgot how to be happy. It seems so basic, but we all have to be a little Hollywood when dealing with some of the challenges of running a business. It's like the old Ban deodorant commercial:  "Never let them see you sweat!"

A customer is the most important visitor on our premises, he is not dependent on us.
We are dependent on him. He is not an interruption in our work. He is the purpose of it.
He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him.
He is doing us a favor by giving us an opportunity to do so.

Mahatma Gandhi
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Are You a Good Listener?

3/19/2025

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"Do not listen with the intent to reply, but with the intent to understand."
Anonymous
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by Skip Cohen

While today's short post is focused primarily on the wedding side of imaging, the skills of good listening apply to every business. It's the perfect topic for Hump Day!
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One of the top complaints of new couples after the wedding is the photographer didn't meet their mindset with the finished photographs, video, album, etc. And the reason most often relates to listening skills. So, here are a few suggestions:

  • You've got two ears and one mouth - listen twice as much as you talk! The original quote is modified from a Greek philosopher, Epictetus, who died almost two thousand years ago. Learning to listen is hardly a new topic! 
  • Ask questions with more than one purpose—for example, Bambi Cantrell talks about asking the bride who made her gown. The answer gives her an idea of what she's spending and her style - more contemporary or traditional.
  • Build the relationship. We live in a texting and email world, and I often feel the art of conversation has been lost. Ask the couple how they met. Encourage them to share some of the funny experiences they've had together. Find out what they love about each other, their families, and their friends.
  • Show them samples of your work. I'm always surprised when I hear about a photographer who doesn't have sample albums to share. All it takes is a call to your lab to make a duplicate album from a previous wedding or two.
  • Ideally, having a couple of sample albums gives you the ability to demonstrate your storytelling skills. At the same time, you should have at least two different types of albums—one more traditional, the other contemporary. And don't be afraid to show other things you can help a client create with their images, such as metal prints, oversized prints and stationery.
  • Whenever possible, do an engagement session. While it provides additional value to your pricing, the real benefit is getting to know the couple. A good engagement shoot helps establish your credibility so that on the wedding day, you're a recognized friend during a time when "logic doesn't reign as king!"​

Your strongest marketing tool, which I've written about before, is building a relationship and trust. This applies to every specialty within photography, including commercial, boudoir, family, children, maternity, and the list goes on and on!

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Expanding Your Focus: Photographing the Class of 2025

3/17/2025

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The Western Interstate Commission for Higher Education (WICHE) projects the number of high school graduates to peak between 3.8 million and 3.9 million in 2025.
This will be the largest graduating class in recent history. 
(Courtesy of Google)
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by Skip Cohen

​We're approaching that special time of year when seasonality kicks in for so many different specialties, especially seniors. Senior photography continues to be one of the fastest-growing specialties in imaging. Unlike when I was a senior (on the right), today, it's all about capturing the subject's personality. It's about the interaction between the senior and the professional photographer. 

If you've got an interest in the senior market, you first need to ensure you've got the skill set, not just with your camera. You need great communication skills and the ability to build a relationship with your subject.

For many seniors, this may be their first time working with a professional photographer. They're as nervous about getting a portrait done as they are in dealing with some of their
own self-esteem issues. That means your listening and conversational skills must be as good as your understanding of exposure, composition, and lighting!

​Unlike when I was a senior (this is where my good buddy Scott Bourne would take a shot at me and suggest that Matthew Brady and I went to school together! LOL), there are so many different products available to enhance the relationship, starting with Graduation Cards.

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Click above for more information
This is your chance to help the 2025 grads celebrate with a great-looking Grad Card that contributes to the graduation announcement. ​Marathon Press has so much to choose from, with a special offer on gold foil enhancements available now through the end of May.

Just for a minute, think about what the class of 2025 has experienced. They were in eighth grade when the pandemic hit. They've had to deal with so many horrible challenges, including worrying about school shootings, of which, according to CNN, there have been over 180 over the last ten years. Then, add in the challenges with Mother Nature, the economy, and politics, and their role in the world going forward becomes even more special. These kids represent such a huge role in our future, and they've certainly earned the right to celebrate!

Grad cards represent one of the best tools you have to help families celebrate and appreciate the images you captured over the last year. Think back to the pride you had in the quality of the senior portraits you captured. Now it's time to put them to the very best use and create more ways to share the memories!
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Click on "Sales Kit" for more information
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Throwback Thursday: Turning Back the Clock - 2015

3/13/2025

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by Skip Cohen

For six years, starting with the earliest issues, I wrote for Shutter Magazine. Authors were required to include a short video summary with each article for online promotion. It was approximately ten years ago we captured the two-minute video below.  The fun of these videos was all in the challenge of getting people to remember what my point was. I knew if I could do something stupid in the video, readers might remember my point.

We're coming up with the start of spring seasonality in imaging, and relationship-building is more important than ever before. You need to OWN YOUR ZIPCODE. Every business in your community needs to know who you are and the support you can provide. And it doesn't matter what your specialty is - even as a wedding photographer being introduced to a real estate office; you have the ability to help them with all of their imaging needs with your skillset, network, and knowledge about photography/video.

We're one week away from the first day of Spring—it's time for you to come out of hibernation and start pounding the pavement. You've got to be your own noisemaker, and combining personal face-to-face introductions with email blasts, direct mail, and partnerships is an unstoppable way to build top-of-mind awareness.

So, when people in your community think about needing help with photography who comes to mind first?
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