Beating Procrastination Before Seasonality Kicks In

Procrastination is not a marketing strategy!

by Skip Cohen

​I've written a lot about this over the years, but it's Marketing Monday, and it's August. We're into that business stretch between back-to-school ramping up and the fall. And while technically it's still summer - it's the perfect time to be proactive with a little business analysis and thoughts about this year's holiday seasonality.

You want to be known as the photography/imaging expert in your community. What are you doing to make yourself different from your competitors? What are you doing to build relationships with your target audience to build stronger revenue this fall and then right into the holiday season?

• Quality: Are you the best you can be? 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, take it down! Every photograph or video needs to be so good, you'd only need to show that one piece to get hired!
• Diversity: Do all your images look the same? If you've got the skills, you need to mix it up and include black & white, wide-angle, portraiture, groups, great lighting, and infrared.  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 ask, "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. And check out Marathon Press and their complete line of Bella Art Albums and prints.
• 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 in the world 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! You've got two ears and one mouth - listen twice as much as you talk. 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!"

Recently I shared a post about Christmas in July that was done by a local restaurant. Well, now's the time to demonstrate leadership in your area. Leadership opportunities abound for small-business owners these days.
​
It's not rocket science. You need to make an effort and get yourself out there. This is about establishing a more substantial presence in your community, and the areas above are the tip of the iceberg! But you'll never have any impact with a mañana attitude - you don't have to tackle everything, just stop procrastinating and find a place to start.

Procrastination is the bad habit of putting off until the day after tomorrow
what should have been done the day before yesterday!
Napoleon Hill