by Skip Cohen For six years I wrote for Shutter Magazine. Each article was accompanied by a short video highlighting the topic. The fun of the video really was in the theme that always followed my article. And the more absurd I could be, the more likely readers would remember what I said. This particular video was for an article I wrote in 2014. It was all about your greatest marketing tool - building relationships. From pounding the pavement and knocking on doors, to partnerships and community involvement, Scott Stratten says it best, "Stop Marketing and Start Engaging!" While Unmarketing certainly isn't a new publication, it's an outstanding book. It's well worth a trip to Amazon to add it to you business library. Just click on the cover shot to the right. Meanwhile, think about every aspect of your business where you can touch a past or potential client. From how quickly you respond to questions on your website, to keeping in touch with past customers to working with other vendors, and being helpful on your blog - every contact is an opportunity to build a stronger relationship. Happy Throwback Thursday!
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If you want to catch more fish, use more hooks! George Allen by Skip Cohen Every year around this time I start a series of reminders of things you should be doing to capitalize on seasonality. Today's post is modified from the SCU archives, but the point is still the same. While business has great potential all year long, it's the November/December seasonality that offers you the most potential. This was originally the seventh post in my get-ready-for-seasonality series two years ago. However, the reality is there isn't any single key to success. But there is a winning combination of publicity, products, and promotion. As we head into the close of 2023, besides all the other aspects of marketing I've been writing about, you need to be creating awareness. What good is working so hard to create the best images of your life if nobody knows who you are? Too many of you think of publicity as awareness outside your control. It's time to kill the myth. Thanks to social media and communication technology - EVERY business can control and contribute to their own awareness.
Stop waiting for that knock at your door from a reporter who wants to do a feature profile story about you and your business. Those opportunities will come, but you have to build your own awareness first! The bottom line is simple: "use more hooks!" by Skip Cohen Hump Day thoughts are short ideas to help raise the bar on your success, especially during this upcoming holiday season. Most of you, at one time or another, have been involved in a brainstorming exercise. Most often for me, it happened in marketing meetings in my Polaroid days and later at Hasselblad USA. The whole idea is based on a small group of people doing a brain dump of ideas/solutions related to some aspect of business. There were no rules - just talking slow enough for somebody to write down the ideas - back then on a whiteboard. There was no such thing as a bad idea. The fun began once the ideas were compiled - how to enhance, combine, or boil them down into an actionable program. Here's my point - if you're stuck for promotional ideas for this holiday season or ways to kick off the new year, take the time and start writing down ideas. Don't think anything through initially - just write them down. Give yourself an hour or two in an environment without interruptions. And if you need a little help, bring in a family member, associate, or friend who knows a little about your business. You might be surprised by what comes out of a bit of brainstorming! All it takes is one idea to grow into something to impact your business. Two heads are definitely better than one and by brainstorming as a team and sourcing ideas from each other,
you have a better chance of coming up with a strategy that will allow your business to overcome a setback or challenge. Richard Branson by Skip Cohen
You've only got sixty days to make a difference in your business. And while some of the things I will suggest are definitely last-minute rushes – they can still have an impact!
This post is longer than usual and only begins to cover a few building blocks to make this year's holiday season the best. Remember, everything you do now also helps with a strong foundation for the upcoming new year. And if you're stuck for ideas - you know where to find me! Intro by Skip Cohen It's Marketing Monday, and wandering through the SCU archives, I found one of my favorite guest posts by my good buddy, Scott Bourne. As 2023 seasonality starts to ramp up, have you built a reputation for being unique? If not, then what you're offering is a commodity - the same thing everybody else promotes! And to Scott's point: You've got to be unique - not just in terms of technique and quality, but your ability to build relationships with your clients. Walt Disney may have said it best: To be successful you must be unique, you must be so different that if people want what you have, they must come to you to get it. by Scott Bourne I've written lots and lots and lots about selling photography. The other day someone asked me, to forget the books and long blog posts and seminars I've taught and sum up the key to successful photography marketing in three words or less. I am proud to say I was able to do it in two. Uniqueness and Value Those are the two words I want you to concentrate on when you're trying to build your photography business. These are the ONLY things that matter when it comes to marketing. Not your logo, or which award you've won, or which association you join, but whether or not your photography company is unique and offers real value. Ask yourself... Is what you do unique? Is it something that people want and need? Is your photography truly valuable?
If you answer "No" to either question then you are going to have an extremely difficult time surviving, let alone thriving in the photography business. Because at the end of the day, if you aren't unique you are a commodity. And if you're a commodity, then you will get your butt beaten working long hours for VERY little money. If your products aren't valuable, then no matter what price you charge, you'll always struggle. A car with no engine is not a good deal for the average person. The average person can't build an engine, install it and drive away. So no matter how low the price, the car with no engine has no value. You have to find ways to bring value to your clients. If you do that, then price isn't an issue. And price is what this post is really about. You see, if you are unique, you can charge a higher price - but only if somebody wants the unique thing you have. If you are NOT unique, then you will always be competing on price. If you are on the other hand, valuable, but not unique, nobody will see the value. This is an ethereal concept but try to dig into it. Make a list of how you are truly different from your competitors. Then make a list of how you bring value to your customers. What's your USP (unique selling point?) What's your value proposition? (How does your product match up with the needs, beliefs, feelings and desires of your prospects.) When you can answer these questions, you can move forward and thrive. Your attitude, not your aptitude, will determine your altitude. Zig Ziglar by Skip Cohen
A few years back, I started a series of reminders to help you set the stage for holiday seasonality. I'm bringing back a few of my favorites. My goal is to help you build a better foundation to finish 2023 with great sales. There's one ingredient that tops the list and sets the stage for EVERYTHING you do in marketing, brand-building, and promotion - your ATTITUDE! When I was in junior high, the basketball coach had a sign in his office, much like the Zig Ziglar quote above: Winning is 80% motivation and only 20% skill! Seasonality is already ramping up. But there's still time to capture and create more business for 2023; it all starts with your attitude. Here are some things to consider:
I'm not minimizing how tricky business is these days. However, with the renewed sense of family that came out of the pandemic, you have so many opportunities to capture more business. Remember, you can't create images that tug at people's heartstrings if your own heart isn't in it! And, if you're overwhelmed and don't know what you can still do, you know where to find me! by Skip Cohen I catch up with a lot of photographers every day, both directly and in the various forums, primarily on Facebook. In addition, I recently did a 90-minute presentation at the online Hair of the Dog Summit. Looking at so many of the questions I've seen being asked, so many artists seem to be caught in analysis paralysis. Too many of you seem caught up in so many different aspects of your business that you've stalled on making decisions. Eventually, you'll miss the opportunities, spending so much time overthinking your goals that the potential for success evaporates. It's like freezer burn on that bag of shrimp I forgot about that was frozen for far too long. Sure, they were still edible, but they're sure weren't as good. Stop overthinking ideas you know in your heart are right. And don't "should" on yourself if they don't work out as good as you had hoped. When something is underwhelming, step back, take a long look at what you did, and then revise your game plan. The bottom line? Stop overthinking! I'm not suggesting you attack your business without a plan; just recognize when you no longer need more opinions or time to ponder. Many years ago, I heard my good buddy Matthew Jordan Smith tell a story about his images when he first started. He'd share his work with everybody to get their opinion until he finally realized he had to listen to his own heart. He had to decide for himself what made a great photograph. It wasn't only about his technique, but understanding and building a relationship with each client. We're getting down to the wire on implementing creative programs for the holiday season. Don't let time pass you by because of analysis paralysis. You know how to focus your camera - now it's time to focus on your business and your target audience. You only regret the things you don't do!
Author Unknown by Skip Cohen It's Marketing Monday, and after a week-long break, I'm back and fired up about one of my most favorite topics: holiday cards. There are two perspectives - your own card and the cards you should offer your clients. "Snail mail" is alive and well at holiday time. As email and social media have taken over our lives, holiday cards are an memorable break from the monotony of cyberspace seasonal wishes! A holiday card, done right, is one of your most effective marketing tools. Your Personal Holiday Card It amazes me that so many of you miss the boat on using your own images for holiday cards! A holiday card is a perfect way to show your work and remind people what you do for a living. NONE OF YOU should be sending out store-bought cards. Using one of your own photographs for a card is so soft-sell that it's hard-sell without aggravating anybody! The process is so easy - Create a few hundred cards to send to clients and influencers in your community. Put your image on the front of the card and a pre-printed message inside. Then, add a hand-written note for special clients/influencers to personalize it even more. On the back of the card, it's your contact information. Only, instead of the "Hallmark" label, in the center at the bottom of the card, it's the name of your business, your phone number, email address, and URL for your website. At the risk of sounding like an infomercial, Marathon Press has its annual BOGO going on right now. That means you're decreasing the cost per card and increasing your potential for more revenue this season. Most important of all, you're reinforcing your career path and boosting brand awareness. Holiday Cards for Clients Let's get holiday cards into your mix of client-based services. This is about increasing revenue. After the last few years of challenges in life, this has the potential to be another remarkable holiday season. It's your work on the front of the card, but this time, a portrait you've captured. And you're working with each client to help make their card unique. Again, Marathon comes through with a substantial boost to your revenue with its annual BOGO program. They even offer a holiday sales kit with samples to help you share the idea with your audience. And a mailing to your database right now, and you only need to ask a straightforward question, "What are you doing for this year's holiday card?" There are so many ways to tie in holiday cards with a portrait session. They're the perfect add-on for everything from canvas prints to metal and even stationery (thank-you cards) and short videos. The point is that you're a storyteller, and here are more ways for you to help you and your clients tell their stories.
This is going to be another record-breaker for holiday messages this year. Think about it for a second: We're at a point in history where we're all trying harder than ever to stay in touch. What better way than spreading holiday wishes this season? by Skip Cohen After all these years of posting daily, developing content ideas that help you build a more substantial business, and being involved in many different programs under the imaging umbrella, I've hit the wall. And as I've written so many times, it's important to recognize when you're about to crash and burn. Several times a year, I write about the importance of taking a break BEFORE you crash. Each time, I've gotten some amazing comments from many of you about how timely my topic was and how much you needed to be reminded. What's ironic is how little of my own advice I actually listen to! This is a very short post today. I want to remind you that while I talk a good game and have years of experience to share with you, too often, it's really tough to follow through. I want to help you grow your business, avoiding many of the mistakes so many of us have made, but I'm still making mistakes myself. We're all work in progress. The hardest thing to do in business is recognize you need a break. But, with the help of some great friends coming down to Florida on Sunday, I've got all the right ingredients. The usual me would feel I was being irresponsible, but the truth is, it's the most responsible thing I can do today. The perfect way to avoid the "heat" of those flames when you're about to crash and burn is simply to do something you love doing. For me and Sheila, it involves each other, good friends, the pups, and always the ocean. See you on October 9! by Skip Cohen I started this series to share short ideas that seemed to fit into the middle of the week scenario. Plus, I love the shot of the camels! Well, it's Hump Day* and the perfect time to hit on one of the biggest benefits of attending workshops, conferences, and conventions - they help you recharge your battery! Yesterday, I presented a two-hour program to a passionate group of pet photographers, thanks to the Hair of the Dog Accademy founder, Nicole Begley. Over the last few weeks, I spent a lot of time pulling information about one of the biggest challenges in business - finding new customers and expanding your reach. But my point today isn't about marketing and promotion but a side benefit of attending a conference like this: it recharges your battery! I'm always writing about taking a break and recognizing the signs of burnout, but God forbid I should practice what I preach! I didn't realize how much I needed a recharge myself. Throughout my presentation, I felt like the Energizer Rabbit. There were just over 200 people in the program, and their energy, comments, and questions reminded me of how much I appreciate the true entrepreneurial spirit of so many artists. From the attendee comments, the enthusiasm was infectious, not just in my program but in two other programs I was able to attend by Anne Thomas on Storytelling and Zoe Hiljemark on The Power of PR. The energy I felt yesterday was spread throughout the attendees. Plus, something unique happens at small conferences like this - everybody supports each other, working towards a common goal to find new ways to grow. So, to Nicole Begley, thank you for the invite and for sharing your Hair of the Dog family. To the attendees, what a kick getting to "mee" so many of you. As I've already said and written - you know where to find me if I can ever help. And to all of you, my readers - as you lay out your calendar for 2024, pay attention to the dates of local workshops, conferences, and national conventions - just like our phones when the battery's low, we all need a recharge now and then. You should attend every possible program you can, whether LIVE or online. Nothing beats hanging out with people in our industry. The energy is incredible, and sometimes, it's just what you need to revitalize your spirit and passion for the craft. by Skip Cohen After posting at least six days a week for the last ten years, missing the previous few days has felt strange. But the reason is a kick and points to a topic I've written a lot about over the years - special projects. I'm honored and excited to be teaching at the Hair of the Dog Online Summit next week. Over the last month or two, since being asked, I've been pulling material for my program, and it was finally time to put it all together. From sharing the experiences/ideas of friends and associates to new material I've pulled together, it will be a jam-packed presentation with plenty of "low-hanging fruit" attendees can start to implement almost immediately. And there are bonuses from some of the speakers when you purchase an All-Access registration. For example, I'll be holding an online bonus program on November 7 as a follow-up to my presentation. The whole idea is to help attendees stay focused on marketing and growing their business right through the holiday season. But there's another aspect to the Summit that makes it special - I've worked with Nicole Begley, the founder, in the past. She's talented and totally focused on the goal for the two-day event - helping artists raise the bar on the skills. Plus, it's a fundraiser for the Hair of the Dog Conservation fund. The growth of pet owners has never slowed down, and for so many of you it's such a logical addition to your existing specialty in imaging.
But, like any aspect of professional photography you have to have the skillset to match the demand, exceed expectations and make yourself habit-forming. The Hair of the Dog Summit has brought together ten industry specialists to help you grow and establish a stronger part of your business. It's a no-brainer to attend, regardless of your choice of the two participation levels. I hope you'll join us on September 26 and 27 - See you then! “Your customers won’t love you if you give bad service, your competitors will.” Kate Zabiskie by Skip Cohen
So many of you could do a better job when it comes to Customer Service basics. That quote above says it all; stop helping your competitors! It's Marketing Monday, and after a recent battle with an online sales company, the importance of Customer Service is fresh on my mind. The only silver lining is that each bad experience I have, becomes the foundation to remind you about one of your best marketing tools, providing outstanding service. There's no need for this to be a long post today. The basic ingredients for providing excellent Customer Service couldn't be easier to remember:
Obviously, the quality of the services/products you're providing has to be outstanding, but don't underestimate the power of offering a great experience for your clients as well! It's one of the most powerful tools you have to separate your business from the competition. by Skip Cohen
It's Hump Day, and here's a suggestion to keep in mind as you put together future promotions. I've heard so many stories from photographers over the years who put together what they considered a great promotion, but it failed with minimal response. Most often, it was because the perceived value of the promotion wasn't as strong as they thought it would be. Whatever you offer, it has to have VALUE. Value-added marketing is defined as delivering more than your customers are expecting through content and experiences. https://blog.duda.co/ For example, if you've put together a promotion for free goods when a specific service or product is purchased, you've got to make sure your target audience understands the true value of the promotion. We all know when a company pitches us for something they're giving away that has a $299 retail value, you can buy the product for half that through regular retail. Years ago, my daughter, as a fifth grader, wound up on a kid's TV gameshow and won $2000 in prizes, which were taxable at that amount. But the real value was, at best, around $800! It didn't change the fun or the value of the experience, but it does make a point about value. Your challenge is to establish promotional value that exceeds customer expectations. They need to understand the offer, what the product or service does, and how it fulfills a need they have. This is why I love cross-promotions between non-competing companies. A promotion between a wedding photographer and a florist, for example, both have products the client needs. They also have money to spend with both companies. Last but not least, the consumer understands both the florist's and photographer's product line and has a need for both. Hey, it's Hump Day, and these posts are always meant to be short and easy to think about - and if you're stuck for promotional ideas, you know where to find me if I can help. Happy Hump Day! by Skip Cohen I'm excited about being asked to speak at the upcoming online Hair of the Dog Summit at the end of this month. I'm in great company with nine other speakers; all focused on helping you build a stronger skill set and grow your business. Click on the banner above for more information and then to register. What good is creating the finest images of your career if nobody knows who you are? And if they do know you, are they knocking on your door? I'll be sharing dozens of ideas on promotions, building awareness, partnerships, and ways to expand your reach beyond your existing customer base. Plus, there's a special bonus - in November, date to be announced - I'll be hosting a follow-up coaching program for VIP pass attendees, helping you keep the momentum going right through the holiday season. Why you should attend: In the hierarchy of why consumers hire a professional photographer, the top three are brides, babies, and pets. This is from a survey Kodak did at least thirty years ago, and I don't believe it's changed. During the pandemic, weddings were down, along with photographing babies and maternity. The order might have shifted, but here's my point. Seventy percent of U.S. households, or about 90.5 million families, own a pet, according to the 2021-2022 National Pet Owners Survey conducted by the American Pet Products Association (APPA). Think about those numbers. Seven out of ten families have at least one pet, and the average per household is estimated at 1.6 -1.8. Like our house, many families have two fur-balls. So, the big question is, are you including pet photography in your business? Check out the one-minute video below from the Hair of the Dog Summit Host, Nicole Begley for more info. See you at the Summit! by Skip Cohen
I wish it was mandatory for EVERY small business owner to pay more attention to building a stronger brand based on exceeding consumer expectations. So many of you underestimate the power of exceptional service, not just to create a more substantial business but to sustain it. This is a short post in the continued series of Friday cleanup ideas - One of the very best tools you have to make 2023 your best year yet is your database of past customers. A few years back, I stumbled upon groovehq.com. It was packed with statistics supporting the importance of Customer Service. And how it was presented made so much sense - unlike statistical sites that could put a rock to sleep. For example, I pulled three key points from their information:
There is NO substitute for excellent service, and nothing will improve your brand more. It's about more than great products and on-time deliveries but the entire customer experience. It starts and ends with you! How can you exceed expectations and make yourself habit-forming? *https://www.groovehq.com/blog/ “Find joy in everything you choose to do. Every job, relationship, home... it’s your responsibility to love it, or change it.” Chuck Palahniuk by Skip Cohen WARNING: SAPPY ALERT! Ever had a day that just started out perfect? Welcome to my Tuesday - and while I'm not questioning the day so far, I am trying to understand the ingredients that have me so content and simply happy. I'm off on a quest...
I know it's sappy, but life is good and way better than the alternative! LOL
No pun intended following "Idalia" last week, but this really is the calm before the storm. Thanks to Labor Day, it's a short week, and holiday seasonality is still a little way away. That means you have time to do a little fine-tuning on this year's promotional efforts. Last but not least is all of you...Barring the frustration of dealing with Facebook's algorithm and the continued challenge of how they now limit our reach - so many of you have contributed new ideas and feedback through IMs, email, and phone calls. You're responsible for a big part of my smile every morning when I get out of bed. Thank you for your support, feedback, passion for the craft, and especially your friendship. by Skip Cohen It's Marketing Monday, and parts of today's post are from SCU's archives. However, that doesn't change their relevance. Think about it for just a second - Walmart, Amazon, most of the camera manufacturers, along with just about every retailer, all have programs in place to launch in the next 8-10 weeks. Well, the good news is - with the rush to start shopping earlier and earlier every year, that means more time for you to impact your target audience. Don't wait to start taking action! Here's a short list of things to think about to help make your presence more recognized and be a leader through the seasonality of the fourth-quarter crunch. YOU NEED TO BE PROACTIVE NOW! It's always more fun playing offense than defense. The obvious foundation to prepare for this year's holiday season is to define your marketing plans, including partnerships, etc. But here are a few less obvious things to help you fine-tune your planning.
There's a saying I heard years ago that's been modified numerous times by writers over the years. I still like this one: If you do what you've always done, you'll never get more than you ever got!
Growth only happens outside your comfort zone! Anonymous by Skip Cohen
The start of fourth quarter seasonality is only a few weeks away, and you're all hoping for a busy holiday season. Time flies, and before you realize it, you'll be chasing last-minute details for IUSA, WPPI, CES, or smaller state conventions. TAKE THE TIME NOW to think about your 2024 first quarter schedule and what conventions and workshops you're going to want to invest in. Taking it one step further, I'm really writing to encourage you to do a skill assessment. I know how much fun it is to attend programs with your favorite speakers but balance them with programs that focus on your weaknesses. For example, I'm so tired of meeting photographers who tell me they're a "natural light specialist." That means they haven't taken the time to learn lighting. (If I just described your skillset, then look for classes in lighting.) The same thing goes for other specialties. Don't be a one-trick pony. For example, according to the Census Bureau, most young couples wait three years before starting a family. So, if you're a wedding photographer and you did a great job at the wedding, why wouldn't you want to be there when the first child is born? That means maternity, newborn, and family photography are logical extensions. But they're only logical if you develop the skills to become habit-forming and exceed client expectations. Here's my point: Step outside your comfort zone and look for at least one program each day at each convention to expand your skill set. Look for ways to become more diverse and support your target audience even more than in the past. Once things get busy for the holiday rush, you won't have as much time to put together a game plan for the new year - it's not too early to start now. *Part of the fun of a Hump Day post is finding a stock photo that makes me laugh...it's amazing how many camel shots there are! You can only become truly accomplished at something you love. Don't make money your goal. Instead, pursue the things you love doing, and then do them so well that people can't take their eyes off you. Habits for Wellbeing by Skip Cohen Wandering through cyberspace, I follow hundreds of photographers each year. Put them together with IMs, phone calls, and catching up with friends at various workshops and conventions, and there are hundreds more. The younger the artist, the more they're focused on the numbers - especially bottom-line dollars. It took me years to find a definition of success. I've learned that it's waking up every morning smiling and excited about the day ahead. I won't deny the financial side of business is essential, but it took me years to realize that being happy helped me stay focused on all my goals. "You can't create images that tug at people's heartstrings if your own heart isn't in it." And there you have it - if you stay focused on what you love to do and capture/create images that move people, your reputation will grow, along with brand awareness, and the business will come. But the quote below from Mark Twain takes it all one step further. "The two most important days in your life are the day you are born and the day you figure out why.” None of us can go back and change our lives, but I'm suggesting you learn from my mistakes - focus on what you're most passionate about and then figure out your "why?" Keep the negators in your life on short leashes and don't let anybody stand in the way of your dreams.
Great things in business are never done by one person. They are done by a team of people. Steve Jobs by Skip Cohen It's Marketing Monday! After writing about business and marketing for the last fourteen years, it's pretty tough to come up with something you haven't heard before. But there are different reasons for becoming more proactive, especially this time of year. For example, I've noticed more and more, there's a business "pandemic" slowing too many people down - stop believing you need to fly solo on everything you do! Start looking for partners! Even though it's late in the year and fall/holiday seasonality is right around the corner, consider finding a few partners. Partnerships expand your reach, save money, expand awareness, and increase revenue. One more challenge in our lives makes the timing for a partnership such an advantage - the noise in everyone's life today. It's getting more and more challenging to reach your target audience. Great partnerships help you get noticed faster, and help you stand out in a very noisy world!
Stop thinking you always have to fly solo. Business has changed dramatically, but along with the frustrations, there are some unique opportunities for creative leadership. You don't need to grow or jumpstart your business alone - think about strategic alliances in your community to build together! Coming together is a beginning,
staying together is progress, and working together is success! Henry Ford |
Our Partners"Why?"Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.
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