by Skip Cohen
It's Marketing Monday and I can't think of a better time to share another Building Block for the New Year. I've shared seven of them since the start of January. They're just a click away, if you missed any of them. Sadly, there are still too many of you hunkered down and blaming the pandemic for the crisis in your business.
I'm not suggesting the pandemic hasn't changed all the rules, or that it's been easy to survive, but hunkering down is about your health, NOT about your business, skill set or developing your creativity!
The one thing the pandemic can't touch is the seasonality of the business, and the second busiest time of the year is coming up with Mother's Day, graduation, and Father's Day. But if you're sitting back and just waiting for your ship to come in - you'll miss the opportunity for more business completely. Or, as I once heard a comedian say, "The day my ship came in, I was at the airport!"
You need to create a little excitement in your community. Great promotions don't happen by themselves - they need great execution too! Here are some tried and true tips to consider:
Last but not least, photography is about the relationship between you and the client. I've written volumes about relationship-building being your best marketing tool. If you aren’t ready to greet each new customer with the biggest smile in person, in Skype, Facetime, or Zoom, in your voice or in your email, then don’t launch the concept. You can tell when somebody isn't smiling, even over the phone.
You have to believe and sell one basic concept: “Nobody can photograph your family like I can!”
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.