Breaking Out of "Rip Tide Marketing" in Photography

by Skip Cohen

Everyone knows what a rip tide is, but just in case you're so far from the ocean you missed the experience, here's Google's definition:

A strong current caused by tidal flow in confined areas such as inlets and presenting a hazard to swimmers and boaters.
 
That's in the ocean, but if you're a wedding or portrait photographer, I'm betting at some point you've been caught in one with your blog and clients. Here's the scenario - you couldn't think of a topic for a post and started sharing images from engagement sessions or portrait sittings. One photograph led to another, and before you knew it, you had a full-blown popularity contest going. Now you can't break the cycle because clients might be hurt if their images aren't good enough to make the cut and be featured on your blog or website.

In an effort to build content, you've done nothing more than extend your galleries to another location. Let's talk about breaking the cycle and getting out of the rip tide.

• Stop showing multiple images from the same session. 
• Use images from engagement and portrait sessions to demonstrate something educational.
• Demonstrate something in your skill set: lighting, composition, exposure, posing, etc.
• Use images to show a location in your community
• Use photographs to help answer that age-old question, "What should I wear?"

But rip tide marketing doesn't just happen in your galleries - it happens too often with many promotions. Sure, a great promotion drives traffic the first couple of times, but doing the same thing over and again creates a concept that sooner or later collapses. You've got to mix up what you're promoting. ​

Insanity is doing the same thing over and over again, but expecting different results.
Albert Einstein
November 13, 2019

​It's not always easy to break the cycle, but there are some great resources to help you:

• Call your lab and ask the question, "What's new?" You're looking for products outside the usual selection of prints.
• Look for partners to cross-promote your services/products.
• Share content on your blog showing different techniques in your skillset.
• Keep the images in your galleries cutting edge - don't keep showing images that are all the same.
• Create your own seasonal business and do something different outside the normal consumer timing of holidays. Vicki Taufer is still the Queen of Themed Portrait Sessions with events she used to create all year long, outside of the regular holidays.

I know it can seem risky making changes in your business, but this is why I'm always reminding you to go to every convention, conference, and workshop you can attend. It's at events like this, you can share your ideas and frustrations with other attendees. When a good conference is over you're headed home full of new ideas and friends to add to your network.
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Speaking of conventions- sorry this is a mini-infomercial for an event I so believe in - there are three days left to take advantage of the 50% promotion form for ClickCon in Chicago. I shared a post a couple of days ago about it, and it's going to be amazing! Click on the banner below for more information.