Are You In the Game or On the Sidelines Watching?

by Skip Cohen

​It's Marketing Monday, and while Spring seasonality is behind us, the potential for new business and getting back on track is still incredible. I'm hearing stories from photographers all over the country about business once again going in the direction of growth!

The pandemic took the wind out of everybody's sails, but the definition of failure is not getting back up after being knocked down. To get the attention of your target audience, you've got to make yourself stand out. It's time to get up!

Those of you who follow me regularly can guess where I'm going. Here are six areas to focus on NOW! It's the end of the first half, but there's plenty of time to make this one of your best years in business!

What are you doing to make yourself different from your competitors?

• Quality: Are you the best you can be? Or, just as important, are you showing only your best work on your website? So many of you decided on quantity vs. quality. If any image in your gallery is no better than what "Uncle Harry" could have captured, then take it down! Every photograph or video needs to be so good that you'd only need to show that one piece to get hired!
• Diversity: Do all your images look the same? For example, you need to mix it up and include black & white, wide-angle, portraiture, groups, great lighting, and infrared if you've got the skills. Demonstrate you're more than a one-trick pony! And if you're a wedding photographer, put up an album and show your skills as a storyteller.
• Products: Stop showing products that could put a rock to sleep. All it takes is a call to your lab and asking the question, "So, what's new?" Technology is on your side, with new techniques being developed every day. For example, I'm a big fan of Bay Photo's Performance EXT metal for outdoor displays. And even though canvas isn't new to you, it's still unknown to so many of your potential clients.
• Services: You're not selling a portrait, for example, but a future family heirloom. And what about a Day-in-the-Life shoot to tell the story of a family, a child, or even a pet. It allows you to offer a package with a smaller album. Then there are Legacy programs that include multi-generational family portraits. The renewed sense of family is stronger than ever - what are you doing to emphasize that in your business?
• Community: Get involved! What good is creating the most incredible images of your life if nobody knows who you are? Be a volunteer and get your name out there. It doesn't matter if it's with or without a camera in your hands - just be involved in nonprofit events and associations that let people know you're giving back to your community.
• Customer Service: It's all about exceeding expectations in ALL areas.
  • Response time: Whether it's a phone call, email, or response to a contact template on your website, answer people quickly. There's no such thing as responding too early.
  • Listen! Pay attention to what people are asking as well as their complaints. Work to resolve problems quickly. We all know the customer ISN'T always right, but they always deserve the respect of prompt communication and a suggested solution.
  • Build relationships: Every member of your target audience is an opportunity to build a relationship. As Scott Stratton wrote in his book "Unmarketing" - "Stop marketing and start engaging!"

Here's the bottom line: Leadership opportunities abound for small-business owners these days. And the best thing is, it's not rocket science. You just need to make the effort and get yourself out there. This is about establishing a stronger presence in your community and the six areas above are the tip of the iceberg!

And if you're stuck for ideas - ask for help. I'm hear along with so many other people willing to give you a hand. You know how to find me!

The standard for excellence has never changed - over-deliver and exceed expectations!