Business Breakthroughs for Photographers

by Skip Cohen

Many years ago I launched a series called Fast Food Friday. The series was all about paying more attention to your business. Most of you are artists, right-brained creative types with a minimal interest in the operational side of the business. So, I set out to give you a new topic with each post to help you fine-tune your business and, in turn, help secure better results for the year.

Well, it's time to update and bring back the series—only business has gotten much tougher.  Trying to run a successful business today is about breaking through the noise bombarding your target audience. Welcome to Business Breakthroughs, a series of business tips to help make your message as a small business owner and artist stand out. I want to help you crush the chaos that gets in the way of the message you send to your target audience.​

It's the perfect topic for Hump Day in the slow season...slowing down procrastination!

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Procrastination is NOT a Skill Set!

​Procrastination is the art of keeping up with yesterday!
Don Marquis

We're a third of the way through the slow season, and many of you still think the marketing fairy will grant your wishes to build your business while you procrastinate!

You've turned procrastination into an art form. You're acting like there's no need to do anything because he'll clean up your website and blog, start building relationships, and even write up a few promotional ideas for the year ahead. NOT!

However, the good news is you've got time to reinforce the foundation of your business for 2025 before things start to pick up. But, if you're not ready, it will be a you-snooze-you-lose scenario.  You know how to focus your camera - now it's time to focus on your business and career.

• What do you want 2025 to look like? The best thing about this industry is how fluid things can be and often easily changed. You have to think about your goals for the year ahead. If you haven't thought it enough, dedicate the time you need to think it through.
• Who's your primary target audience for the new year? So many of you have websites that are confusing, especially with your galleries. You're sharing galleries that have no connection to each other. For example, you might mix wildlife and landscape with weddings or portraiture. Having different interests outside your core specialty is essential, but don't confuse visitors to your website. Take the time to think through who your target audience is and see the world through their eyes.
• Do you have the skills you need? Most of you are answering "Yes" because you think I'm referring to your technical skills in photography, but what about writing, marketing, and relationship building? For example, if you hate to write but are trying to maintain a blog, find help from someone who likes to write. Introduce yourself to the English teacher in the local high school and find an "A" student who loves to write and would be willing to turn your thoughts in solid concepts.
• Do you need new gear? Analyze what's missing in your equipment. With the upcoming trade shows and conventions, it's going to be a perfect time to talk with the various manufacturers. But this isn't about new gear fever—it's about what you actually need to capture better images!
• Are you proud of your website? Be honest with yourself. When you visit your site, do you like what you see? Is it easy to navigate? Does it engage a viewer or scare them away?
• Are you happy with the products and services you offer? So many of you offer services/products that could put a rock to sleep! Call your lab and ask, "What's new?" Old standbys are great, but you need a few things to spark excitement, and there's so much going on in the printing world.
• How recent was your last post on social media? You should post at least twice a week, whether in a blog format or somewhere else on social media like Facebook. If you only post once every full moon, you're hurting your business more than helping it. Remember, your website is about what you sell, but your blog and social media posts are about what's in your heart. Building readership never slows down, but you've got to give them relevant and helpful content.
• Is it time for a strategic partnership...or two? Partnerships with noncompeting companies who have the same target audience reduce your costs and expand your reach. You'll always get farther working together than traveling solo!
• Do you own your own zip code? It's one of the best pieces of advice I ever heard my buddy Scott Bourne share with a group of photographers! It might seem old-fashioned, but at a time when success is based on relationship building, pounding the pavement has never been more valuable. You need to know every business in your community; even more importantly, they need to know you.

No one blog post could ever cover everything you need to build a solid foundation for the year ahead, but I'm going to do my best in the weeks ahead to give you things to think about. Every business is different, and if the ideas I just shared above don't apply to you, take the time to be honest with yourself about what you're missing. This is one of the most competitive markets in the history of photography, and you've got to develop the ingredients to make yourself and your business different and better than your competitors.

As I've written in the past, you can't create images that tug at people's heartstrings if your own heart isn't in them! You've got to take the time to focus on your business for 2025—you're the only one who knows what it's going to take to exceed client expectations and make yourself habit-forming!

Last but not least, you know where to find me if you're stuck and need help!

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