But Skip, "There's nothing to write about!"

1/17/2022

by Skip Cohen

I might be out of town at IUSA (Yesterday was one of the BEST first days of a show I've attended in a lot of years!) but that doesn't change today being Marketing Monday. Every year at this time I publish a series of tips and ideas to help you build a stronger business. Well, I'm back again in 2022 with one of my most read topics.

Your website is about what you sell.
Your blog is about what's in your heart!

Parts of this are from the SCU archives but pay attention; there are some great new topics here too. The key to your blog, just like mine, is to do your best to be helpful. Take the time to think about the demographics of your readership, which for most of you is "Mom."

As a photographer, you do things every day you take for granted. Let's help your readers become better artists. They're not going to open up down the street and compete with you. So, whether they use a real camera or a cell phone - let's help them raise the bar on their images.

Composition: Teach them the rule of thirds, leading lines, and subject placement. You do it automatically, but they don't think before clicking the shutter.
Posing: Help them with group shots, and let's get rid of those firing squad poses. For example, teach them how to position subjects with triangle placement.
Lighting: Spend some time talking about lighting and when to use the flash. Backlighting is always an issue, and they don't understand, especially in winter when their images outside are too dark, even though it was a bright snowy day.
Have fun with in-camera special effects: Teach them to drag the shutter and panning.
Storytelling: You're already the expert at storytelling and bringing in detail shots to tell the story. Help them think through their vision before clicking the shutter.
Conversion from color to black and white - everyone can do it, but it's up to you to help them understand how an image can have more impact.
Cropping: Roberto Valenzuela used to do an exercise in his classes where he took one image at a wedding and showed how many other shots there were in that same photograph. This is about you helping them see their pictures differently.
Things to do with their images: From sharing in social media to printing, give them ideas of things to do with their pictures. Most professional labs have little interest in working with consumers, so you might have to resort to Shutterfly for some of your examples. However, this is also where you can plant the seed of why you're a professional with ideas about framing and presentations.
Subject matter: Back in my Polaroid days, we used to remind consumers when they looked through the viewfinder, "What you see is what you get!" Remind them to move in close on those people shots.
Post-production: Share tips on using products like Luminar. I love its user-friendly ease of use.
Website display: Help your readers build their own galleries. This is where you can be so much help in the storytelling theme of their work. Years ago, the legendary Ernst Wildi at Hasselblad taught me the difference between a consumer and a professional - "consumers show you all of their shots!"
Challenges through the pandemic: Don't be afraid to share some of your own frustrations and how you're getting through them.
Pets of the community: In the hierarchy of why people hire a photographer, pets are in the top three. Share photographs of pets around the neighborhood while at the same time demonstrating your expertise as a photographer. You could easily share one pet portrait each week, showing your skills and at the same time having fun in the community while still being physically distant.
How to hire a photographer: Share tips on what to look for when hiring a professional photographer. Obviously, make sure you score high on every tip.
Community Calendar: Build a calendar of community events and then keep it updated. This puts you in a role of support for each event and groups/associations hosting them.
Community events after they've taken place: Be there live or online to capture the event.Share those images with your readers, but don't forget to tag key people who were responsible for the event as well.
Community relevant topics: For example, years ago, my good buddy Jared Burns ran a series about henna tattoos. He was interested in making the Indian community aware of his skills as an artist.
Tips on presentations: framing, canvas wraps, slide shows - Call your lab and ask, "What's new?" New products are an excellent way for you to do more than just share ideas - they're a way for you to talk about new things you're offering.
Gift ideas using photography
Building a Legacy Program: Don't forget the renewed sense of family that's developed since the pandemic. Share ideas on the importance of generational portraits. Grandparents especially miss one thing the most - their family! So, give your readers ideas on projects to do that get grandma participating. For example, when was the last time you looked at some of those old photographs with a senior member of the family? The stories that come out of their memories are priceless - and once they're gone, so are the memories.
Places to photograph around the community
Technology updates: Become a resource for your readers on new products involving imaging.
Important camera gear and accessories
Profile your favorite charity in the community
Profiles of people/businesses in the community: Do an environmental portrait of people in the community. From your pharmacist to the chef at your favorite restaurant to a helpful manager at the local market, there's an almost unlimited supply of subjects. And with each profile post, you're pulling in the subject to be one of your ambassadors, as well as demonstrating your skills.
Photo projects for kids: From coloring books pages made from family portraits and events to keeping a photo-journal help Mom and Dad with ideas to keep the kids busy during the pandemic, here's one more way to be helpful.
Throwback Thursday: Sharing old images gives you a chance to remind clients it's time for a new family portrait.
Community photo contests: Invite your readers to participate with their images. You pick the topic; they share their pictures.
Using photographs with stationery and holiday cards
How to show your best side with online video
Zoom and Skype: The pandemic has forced all of us to be online for so many different meetings, as well as just socially with family and friends. Give your readers tips on better lighting and ways to upgrade their presence when online!
Cross-promotions with other vendors: Look for partners in your community with other vendors.
Guest Posts: You don't have to be the author of everything you share on your blog. Plus, guest posts from other vendors gives you a little respite from generating content. For example, a wedding photographer might exchange content pieces with a florist.
Growing your skillset: Share new things you're doing in your business as a result of workshops (on or offline) you've attended.
Attending workshops and events: Here's a perfect example. If you're at IUSA this week, share images from the convention, and things you're working on while here. You could easily do a live mini-broadcast from the floor in your lab's booth, showing a new style of print you're going to be offering, for example.

And to take it a step further, some of you have the skills and ability to hold physical classes and photo walks to help your audience capture better memories. As their skills grow and you become more established as the expert in your community, you're opening the door for more advanced techniques. And at the same time, you're developing top-of-mind awareness when they need a professional photographer.

This might be the time of year labeled as the slow season in imaging - but it doesn't have to be slow when it comes to building your business!

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