Do not follow where the path may lead.
​Go instead where there is no path and leave a trail.
Ralph Waldo Emerson

by Skip Cohen

As I've shared several times in past posts, Sheila and I read something motivational each morning from one of the books we select each year.  I've got Lou Mitchell to thank for the quote above, and he went on to write:

...Following well-trodden paths can lead to conformity, while blazing new trails fosters innovations and personal fulfillment. By daring to be different and create our own way, we contribute original ideas and inspire others to do the same.

When was the last time you worked on something completely different from what you do every day? We get too comfortable in our routines and fail to seize the opportunities that come along to take a different path. Then, one day, we start to lose interest in whatever career path we've been on...our heart just isn't in it, yet there are people who depend on us, so we keep trudging along.

If you're in a rut, then it's time to take a break - step back and think about what might be missing. Use the innermost circle of your network as a sounding board. Your most trusted friends know you the best, but so often we're afraid to ask for help. The point is, you're approaching burnout, and mixing things up a little might be just what you need most. Maybe it's just taking time off to chill and reflect on future paths.

Years ago, Dean Collins, one of the industry's most innovative commercial photographers and educators, was asked, "Aren't you afraid people will copy everything you're teaching and do the same thing you're doing?" Dean's answer, "By the time they do, I'll be onto something else!"

Here's my point - technology never stands still. Every day, new doors open in capture and post-production. At the same time, consumer demand to capture memories never slows down. As a photographer or videographer, you're an artist and magician - you help people capture the intangible and create tangible proof that time can really stand still.

It's a big responsibility and loaded with fulfillment if you do it right. But again, as I've written in the past, you can't create images that tug at people's heartstrings if you're own heart isn't in it.

Blaze your own trail in life. Make your own choices and make your own mistakes.
It's the only way you'll find your own happiness, not someone else's.
M. Leighton

The only thing worse than being blind is having sight but no vision.
Helen Keller

by Skip Cohen

​I came into the professional side of imaging in 1987. For almost 40 years, I've met and worked with hundreds, if not thousands, of artists and business owners. Those who have been most successful have always had a vision of how they wanted their business to look and perform.

What makes me sad is the number of artists who either had minimal vision or treated their vision as if it were embedded in concrete, unchangeable. So, they stuck to the same path, forgetting the expression, "If you do what you've always done, you'll never get more than you've ever gotten!"

Success is more than just the financial side of a business - it's also about waking up with a smile on your face, excited about the day ahead. It's about being able to pivot when necessary, keeping up with technology and maintaining momentum. ​

If you're not happy with what you're doing, or how your business is running, then step back, analyze the issue, and make the changes you need. 

Here's the bottom line - stay true to your passion. If your original vision needs to change, then don't be afraid to follow another path, just don't abandon your dreams completely. When I was a kid, people used to ask me what I wanted to be when I grew up. The truth is, I still don't know, but I know I'm happy and life is anything but dull. And as long as I'm still waking up smiling and charged up for the day ahead, then I'm on the right path!

by Skip Cohen

It's Marketing Monday, and here's one of your easiest (and most fun) tools for marketing your business in imaging...Throwback Thursday. I've written about #TBT many times in past posts, but it's time to drill down on more detail.

One of your biggest challenges is planting seeds of ideas with your clients. It's not easy setting yourself apart from the competition these days, but not because it's difficult. The challenge comes with so many opportunities, and many of you fall into "analysis paralysis." You're not sure where to start, and procrastination takes over, and you wind up doing very little.

These days we're all tuned into Throwback Thursday and sharing old images. You've seen me share industry stories and photographs we can all relate to. You're my readers, and most of you are seriously invested in imaging, but what about your readership and "Mom?"

For most of you, "Mom" is your target audience. Remember, 98% of the purchase decisions to hire a professional photographer in the portrait/social categories are made by women, and Mom is almost always involved. Throwback images can prompt Mom to consider an updated family portrait. We're into Spring seasonality, and then into the importance of capturing summer memories. It's the perfect time to remind your audience that it's time for an updated family portrait.

• Find six old photographs that relate to your business focus, and you'll have six weeks of throwback posts to share.
• Look for images that show changes in style. From clothes to hair and makeup to colors, there's so much out there to choose from.
• You can share throwback images everywhere. If you have a blog, it's the perfect topic. With or without a blog, you can share the photos on Facebook, Instagram, and Pinterest - wherever your target audience hangs out. You could also add a fun section to your website sharing older images.
• Add in a promotional offer - there's nothing wrong with tagging your throwback shares with a limited-time special offer. You've got their attention with an old photograph - now bring it all together. Close with an idea to update their family portrait and get them into your studio or on location.
• Offer a Legacy Program that uses still images and video to capture the stories your clients want to share with future generations. I've written a lot about this in past posts. If you're still stuck on how to do it, send me a DM on Facebook, and I'm happy to give you a hand.

What I love most about a Throwback Thursday approach is that it's so soft-sell, it's hard-sell without being in anybody's face. Plus, it works on just about any image, even a headshot campaign. Have fun with the old photos you share. Use them to show your sense of humor and how much fun you are to work with.

When you can make fun of yourself, you become that much more approachable and a stronger relationship builder. Plus, you're reminding "Mom" that the kids are growing up and that her family is changing. While we can't stop time, as a professional photographer, you can take time and turn it into a tangible memory and a perfect gift for any time of year!

by Skip Cohen

Over the last few months I've shared dozens of suggestions to help you build a stronger business. But now that we're into spring seasonality, things are busier and a lot of you have the idea that you don't have the time to do more marketing.

Here's a list of easy things to do regularly to help you keep the momentum going:

1. Check and respond to customer inquiries: I'm always surprised at the number of artists who check their messages at totally random times of day. For phone and text messages it should be several times a day and for email, especially if you have a structured contact system on your website. 
2. Keep in touch with clients: With social media it's so easy to track birthdays, anniversaries and milestones. Make a list of your top clients. Then set yourself up for 30 minutes a day to stay in contact via email, social media or even your phone. Just 2-3 calls a day will help you build a foundation of customers who know you care. This is all about staying in touch, NOT selling or pitching anything beyond respect and friendship.
3. Monitor your website: You don't have to do a full review every day, but each morning hit a few different pages on your website to make sure everything is loading the way you want it to.
4. Get out to lunch! I've often referred to myself as "the biggest lunch slut in the industry!" I love getting time with friends and associates over lunch. It's about the conversations and especially with members of the industry - you learn so much about the challenges everybody is facing.
5. Take advantage of Throwback Thursday: It's the perfect way to remind Mom that her family changes a little more every day. So utilize your blog or social media to share old photographs that make the point about the importance of memories and your skills. Remember, you're a magician with the skill to turn intangible moments into photographs and videos to enjoy for a lifetime.
6. Follow a few icons: We all have our heroes in imaging. Bookmark a few of their pages and then stay in touch with what they're working on. You'll be surprised on how much you can pick up in trends and technique.
7. Stay involved in at least 1-2 groups of artists: Whether it's a local camera club, state association or national, don't just stand on the sidelines and watch the parade go by - get involved.
8. Attend a few workshops: You should be attending at least one major conference each year and then fill in the rest of the year with a couple of hands-on type workshops. The key here isn't just expanding your skill set, but expanding and socializing with your network.

Just like a houseplant needs water and fertilizer to grow and stay healthy, so does your spirit and your business. Don't let the stress of the biz grind you down. You've got to stay active and passionate about the craft and your clients. Remember, you can't create images that tug at people's heartstrings if your own heart isn't in it!

Happy Hump Day!

by Skip Cohen

It's Marketing Monday! Even though we're in the heat of spring seasonality, that doesn't mean your "world" is perfect, and there's nothing more for you to be doing when it comes to building a stronger presence. If you're at least fifty, you might remember the old Ban deodorant commercial with the tagline, "You never get a second chance to make a first impression! Never let them see you sweat!"

Over the years, I've done a lot of website reviews, and so many of you are missing an opportunity to make a really good first impression. A visit to your website needs to be a great experience. Just like shopping at Nordstroms vs. Macy's - you've got a choice to make in the experience you give visitors to your website!

Here are some ideas, most of them easy fixes and things you can do regardless of how busy you might be with Mother's Day, graduation, prom season, and Father's Day.
​

• Load Times: Don't just assume your website is loading the way you intend it. Check it on different browsers. Chrome is the most popular, with Safari second.
• Navigation: Is your site easy to scroll through, or do you need a team of miners to find the most important components and information?
• Mobile Compatible: Your website has to be accessible and easy to view on a phone as well as a computer. So, is it?
• Great Images: It's all about quality, not quantity! Stop showing images that anybody's Uncle Harry could capture. Every image you share, including your own headshot, should scream "PROFESSIONAL!" Stop filling up your galleries with average photos.
• Policies Don't Belong on Your Website: Too many of you have policies that would scare an IRS auditor. Save the policies on cancellations, refunds, etc., for the contract discussion, and stop scaring people away before they fall in love with your work.
• Contact Pages: Give people a way to contact you directly! There's no excuse for not listing your phone number! And make your phone a dedicated line for your business.
• Respond Quickly: If you're still wading through traditional contact forms from potential clients, you might as well go back to the "bingo-cards" magazines used decades ago. What's most important is that you respond quickly, making sure your clients know that you value their potential business.
• Continuity: Now and then, I review a website that looks like it was built by different contractors on a house. The home page has a distinct look, but the pages that follow don't seem to fit in. There's no excuse today for a website that's anything but upbeat and great-looking! DIY has its limits, and while some of you have the skillset, too many of you have been building things as you go along and need help.

While somebody will challenge me on this, you can't be in business today without a website. I also feel a blog is incredibly valuable. Why? Because your site is about what you sell, and your blog is about what's in your heart. Both work together, much like advertising and publicity. Together, a great website and blog can open doors, build trust, and help establish your reputation as a professional photographer.

Hate blogging? Then maintain your presence through consistent posts you share on social media, on your Facebook page, for example. The key is establishing a regular presence. Remember, you've got one goal with every contact - exceed expectations and make yourself habit-forming.

But just like discussions on Facebook forums about what photographers wear when shooting a wedding, you've got to dress the part. You've got to dress for success! ​ These days, your website is the equivalent of a bricks-and-mortar store - make a visit, starting with your audience walking through a front door that's memorable and a fun place to "shop."

We may be disappointed if we fail, but we are doomed if we don't try.
Beverly Sills

by Skip Cohen

It's the perfect quote for a common challenge I've been hearing a lot lately - apathy from small business owners who have decided to give up. They blame all the difficulties in their business on everything and everyone except the face in the mirror! Rather than accept the difficulties in business today, or even their own mistakes, it's always somebody else's fault.

I'm not suggesting that owning/running a business is easy, but as imaging artists the demand for capturing memories has never slowed down. In fact, the more bizarre and difficult the world is, the more important and poignant moments of love, friendship, celebration, and respect become. And in spite of everything that AI can do, it still takes an artist to tell the story!

Speaking of stories - here's a throwback sidebar. Going back to the late 80s, Stanley Sills was one of the key publishers in the photographic industry. At an industry dinner around 1988, my parents joined us at an ADL dinner in NYC. During the cocktail hour, I introduced my folks to a number of friends in the industry, including Stanley Sills.

My mother, when introduced to him, commented, "We have a friend in Cleveland, who's pretty famous, Beverly Sills. Do you know her?" Stanley smiled and said, "Yes, she's my sister!" My mother said something like, "We haven't seen her in a long time. I hope she's well." Then, Mom couldn't get away from him fast enough! My mother had been caught name-dropping. I don't think I ever heard her do it again. LOL

My mother didn't know Beverly Sills. And for those of you too young to know who she was: Beverly Sills was an American operatic soprano whose career peak was between the 1950s and 1970s. (Google) She had won a Grammy, an Emmy, and was a Kennedy Center Honoree in 1985, among other awards.

Back to the point of today's post - failure is not an option as long as you learn from your mistakes and change your course of action. But it's so true that you're doomed if you don't continue to try. So, when you get to those points where you just want to give up, use your network! Stop thinking you have to solve every problem by yourself.

We're an industry of people who care about each other and watch each other's backs. And while technology will never slow down, neither will the need for people to capture memories. Imaging artists are the magicians who turn intangible moments into tangible images people can hold and share for a lifetime. 

Most people give up just when they're about to achieve success.
They quit on the one yard line.
They give up at the last minute of the game one foot from a winning touchdown.
Ross Perot

Wishing everybody a terrific weekend ahead!

by Skip Cohen

It's Marketing Monday, and a perfect time for another component in the "Drilling Down" series. Time to take a look at the continuity of your complete presentation: your website, social media presence, and printed material.

Over the years, writing for Shutter Magazine, I wrote a piece about the importance of continuity. It's a challenge shared by so many of you. Here's the issue - if you were to put all of your published material side by side, absolutely nothing matches! Your website, blog, brochures, business cards, stationery, and ads, along with everything in social media, have all been built at different times and often with a different vision. The result is a nightmare of design elements that probably don't fit.

With each Shutter Magazine article, authors needed to supply a short video highlighting the key elements. To make the point, I went into my closet and pulled out a combo that demonstrated the problem...including a flannel shirt in 90-degree heat in Florida. It reminds me of little kids when they finally get the opportunity to dress themselves.

I'm betting that for many of you, your support material doesn't look much better. While it wasn't intentional, it happened nonetheless, and maintaining brand continuity is so important. So, let's hit some easy fixes.

• Unless you've got a graphic design background/education, get yourself some professional help. Most of you have a great eye for this stuff, but you're not really a trained professional. It's worth the investment to have someone who knows what they're doing assess all your material.
• Look at everything you publish, from the pages of your website to your blog, Facebook page, Instagram, etc., to your brochures, stationery, and even business cards.
• Remember your target audience. I've written this many times before...98% of the decisions to hire a professional photographer in the portrait/social categories are made by women. Your site doesn't have to be totally feminine, and for you guys out there, you don't have to give up your masculinity, but you need to at least have a little "curb appeal" for female visitors to Internet properties and printed material.
• Pay attention to the way you describe things from component to component. Your content needs to be upbeat and maintain the same kind of continuity. Your website is about what you sell, while your blog is about what's in your heart. Your printed material is also about what you sell, your services. Be consistent in professionalism, detail, and vocabulary.

We all recognize Tiffany's logos and materials, for example. Every woman knows what to expect if she's handed a gift in their signature turquoise bag. Your recognition time on the Mercedes logo, BMW, and Audi is the same as well. And everyone recognizes the golden arches! Your brand needs consistency, but remember, just as important as the look of all your material is the service and performance behind it. Your skill set has to be just as consistent.

Make sure you can walk the talk, then give your talk the consistency to build strong brand recognition!

We do not remember days.
We remember moments.
Cesare Pavese

by Skip Cohen

​When I read today's quote in Lou Mitchell's book, it was titled "Treasure Every Moment." It got me thinking about how accurate his statement really is.

The author went on to write: In our busy lives, it's the significant interactions, achievements, and connections that stand out and shape our memories. These moments, whether a breakthrough in a project, a heartfelt conversation, or a personal triumph, define our experiences and personal growth. By focusing on these special instances, we can cultivate a more fulfilling and memorable life.

Taking a walk down Memory Lane, it's the moments that bring back the most vivid memories and leave me with an incredible sense of gratitude for so many people in my life. We all live busy, stressful lives, but if you pay attention, you'll see moments that have helped you grow the most.

Creating those moments is a substantial part of who you are as an artist. Beverly and Tim Walden have often spoken about the products and services you offer as a portrait artist. You're not just capturing and creating a portrait, but a family heirloom, and creating a memorable experience for your clients. In fact, when you look at the work from Walden Studios, without knowing any of the subjects, you can sense the power of the experience in what many artists would see as just "another sitting." But NOT with Beverly and Tim.

When we create a black and white portrait, we create something that is both abstract and real at the same time. Emotions come through much stronger in black and white. There is nothing to distract the viewer. They discover their own story within the highlights and shadows.  --Beverly and Tim Walden

As you wrap up the week and head into the weekend, think about the role you play with each client. Think about the moments you're helping them capture. These snippets out of time will add strength and growth to the human spirit they've trusted you to capture. It's a big responsibility and deserves only your best skills!

Wishing everybody a weekend filled with memorable moments that make you smile!

by Skip Cohen

The next segment of the "Drilling Down" series focuses on an idea to help expand your audience and reach more potential clients. This series ties back to many ot the core ideas from my nine basics for success in 2026.

Building your client base is something you should be doing 365 days a year. And right now, with Spring seasonality right around the corner (Mother's Day, Graduation, and Father's Day), it's the perfect time to think about finding new clients, as well as reminding your old ones what you do for a living. Being a professional photographer means you never stop learning and building your skill set. Being a small business owner means you never stop working to build your database of potential clients.

1. Your Current Database: I'm always surprised by the number of businesses that get so focused on finding new customers that they forget to take care of their old ones. There are so many opportunities to take old customers and bring them back for new products. Being in business, especially as a professional photographer, is about building relationships, and there's no better place to start than reconnecting with past clients. Keep in touch via email, phone calls, and even personal notes/letters.
2. Direct Mail: Direct mail is back with a vengeance. Think about how much noise there is in our lives and how many emails you delete every day without ever opening anything. Design a postcard mailer showing your images with a short call to action for a portrait sitting, a free promotional offer, etc. If we've learned nothing else from retail, promotions get our attention. You don’t have to discount your basic pricing, but provide added value with unique bonuses.
3. Look for Partners: You don’t need to do the postcard by yourself.  A children’s photographer might partner with a children’s clothing store. A wedding photographer can partner with florists, wedding planners, venues, salons, limo companies, etc. A senior photographer might partner with a sports store, a teen-focused clothing store, or similar businesses.
4. Stuck for New Ideas? Call your lab. All you have to do is ask, "What's new?" Then, sit back and listen. From new products to new materials they're printing on, a great lab has an ongoing collection of photo-centric ideas to choose from. This is the perfect time to call Marathon! From their current grad-card promotion to the Bella Albums to books and new presentation ideas, they've got so much to choose from.
5. Buy a List:  You don’t have to spend a fortune. Google the words "mailing lists" to find dozens of companies. Most will require a minimum quantity. They'll customize a list for you based on your needs. You can purchase by zip code. Many offer email lists as well. Often, they do not release lists. With spam issues, that's to your advantage. Let them handle deployment! If you do an email blast, consider your goals. Email alone isn't enough. Combine it with direct mail, publicity, and social media support.
6. Don't Forget Local Influencers: Built relationships with the local Chamber of Commerce, recognized individuals, and every business in your area. You never know when a postcard on children’s portraiture, for example, might inspire a bank manager to consider new headshots for their executives.
7. Use Social Media and Your Blog: If you've worked hard to build your presence, now use it. Keep growing your follower base with helpful, relevant content. You know your audience. Convert direct mail into social media or blog posts. Cross-promote with other vendors in the community. For example, a children's photographer partnering with a kids' clothing store might post about what to wear for portrait sittings and include the partners' special promotion.

Last but not least, remember this is a word-of-mouth business...

NOTHING helps your business more than exceeding expectations and producing quality products. But quality isn't just about the finished product. It's also about the experience of working with you. It's about keeping promises and making a portrait session, for example, FUN!  In the same respect, nothing can hurt you more than a reputation that's underwhelming!

There are no traffic jams on the extra mile.
Roger Staubach

Build your own dreams, or somebody else will hire you to build theirs.
Farrah Gray

by Skip Cohen

Ever had an idea of something you wanted to do, but pondered so long that you missed the window of opportunity? While I've written more than once that procrastination isn't a strategy, sometimes it's hard to practice what you preach.

Well, at 4:00 am this morning, I had an idea of something I want to do business-wise, and I've been on fire ever since. When I say "on fire," it just means I'm in the planning and review mode; lots of energy with no complacency. I'm the kid in Animal House with the devil on one shoulder and the angel on the other. The good news is the devil is just throwing out challenges of everything that won't work...while the angel is helping me hold focus.

Put all that together, while I'm not ready to share what I'm thinking about, the process itself is about finding the energy for a mini-dream.

You're never to old to set a new goal or dream a new dream.
C.S. Lewis

Here's the challenge I've had lately...it's about aging. While I've slowed down on many aspects of my business, I'm not "done" yet. There are still a few ideas bouncing around in my head. Just putting them down on paper is energizing - now comes the challenge of doing a lifeboat drill - figuring out what makes it into the boat and what doesn't.

I've had challenges like this before...In 2009, I decided to leave WPPI/Rangefinder Publishing and start my own company. When Sheila confronted me and asked, "What are you afraid of?" My answer was immediate, "Failing." Later in 2013, Sheila found me in the middle of the night in my home office with a dry-erase board covered with ideas that evolved into Skip Cohen University and this blog.

Here's my point--If you've got an idea that's been hanging around long enough to appear more than just a few times in your thoughts and conversations with friends, then it's time to pursue it. Don't let it stagnate and get buried under the stress of life. Like the Nike slogan: Just do it!

Wishing everybody a terrific weekend ahead and time to do some daydreaming.

You have exactly one life in which to do everything you'll ever do. 
Act accordingly!
Colin Wright

by Skip Cohen

I'm doing my best not to make this morning's post a rant, but at the same time, I know what I'm feeling is no different from what many of you feel. I'm tired of not getting what I paid for!

We just did our taxes, and while there was a benefit to the new over-65 deduction, I'm tired of everything being a one-way street. We have a Congress that we all pay for, which can't do the country's budget, let alone agree on anything that would keep the government open without the threat of closure, because they forgot about We the People!

We've got a president who paid a high of $750 in annual taxes from 2015 to 2020, and in several years, it appears to be zero. He recently stated that high oil prices mean we're making more money...but who's the "we?" It's sure not here. Then we've got members of Congress who have all their health benefits forever, but ours just went up again. Now throw in delays and challenges at every airport, and we've decided we're simply not flying anywhere. And all of this is just the tip of the iceberg.

I will pay the taxes I owe, but in my heart I want to contact the IRS, apologize, and request a delay in payment, explaining that our budget team will review what's owed as soon as their back in session. I'm tired of paying for services we don't receive, or if we do, the costs keep going up!

"The difference between death and taxes is death doesn't get worse every time Congress meets."
Will Rogers

“If Patrick Henry thought that taxation without representation was bad,
he should see how bad it is with representation.”
Farmer’s Almanac
​

And that's my "two cents" for this year's tax season. Thanks for letting me rant.

We're moving into a new year and it's another leap of faith.
But, it's a whole lot easier if you believe in yourself!
Unknown Author

by Skip Cohen

We've been in a new year for almost four months, but we're moving into prime seasonality. The bottom line - You have to have faith in yourself.  You have to believe in what you’re doing.  You have to understand not only the craft, but the human spirit. And, it’s the human spirit that should be at the top of your list.

For most of us, the definition of the ultimate photograph is one that moves people. You can’t move people and create images that tug at their hearts if you’re not comfortable with your own heart.  So, it all becomes sort of obvious – it’s faith in yourself that creates confidence and builds your strength of character and gets your heart where it should be.

The challenges in the outside world right now border on being overwhelming. All of us are at times filled with doubt as a result of so many things outside our control. But what is in control is your faith as an artist!

1. No career field, with the exception of modern medicine, gives the world what photographers do!  What would a newspaper look like without photography?  Or, a wedding album? The list goes on and on.
2. A wedding album is the first family heirloom of a brand-new family! The dress will never be worn again.  The food is gone.  The band has stopped playing, but the wedding album will last forever, sadly,  longer than half the marriages performed today.
3. Your images capture memories. You’re the eyes of your client.  You’ve been hired to capture the moments they missed, whether it’s at a wedding or a "day in the life" shoot of their children.
4. Your clients have hired you because they trust you. Think about the meaning of the word “trust”.  No matter what you’ve ever done in your life, right or wrong, here’s somebody who has simply put their faith and trust in your abilities to tell their story.

And for those of you who think you're going to be replaced by AI...it still takes a master storyteller to capture memories, regardless of the tools you use to create the finished product. I’m constantly accused of being one of the industry cheerleaders, but honestly, this is an easy job.  What could be more incredible than working with people who put their trust in you?  What could be a more wonderful job than being a storyteller?

Nobody can teach you to have faith in yourself – it’s caught, not taught.  So, how to catch it and keep it?  Stay focused on your career path and your subjects.  Learn every possible technique you can.  Make it a point to understand photography before you push the shutter button. Know your gear – know your lighting – know your lab – know your clients.  And never ever compromise on quality!

"Photography records the gamut of feelings written on the human face, the beauty of the earth and skies that man has inherited, and the wealth and confusion man has created.  It is a major force in explaining man to man." Edward Steichen:  

"I wish more people felt that photography was an adventure, the same as life itself, and felt that their individual feelings were worth expressing.  To me, that makes photography more exciting!" Harry Callahan

by Skip Cohen

​I've written a lot over the years about taking care of your network. Spring seasonality is on your doorstep, essentially marking the end of the "slow season." But your network needs care year-round. Without care and feeding, like a house plant, your network will simply die!

Before business explodes and you get too busy, check out the suggestions below. Just as your network needs ongoing attention, think of it like the plant I mentioned earlier: it needs water, light, fertilizer, and space to grow. Your network is no different.

With your network in mind, remember that building relationships is your greatest marketing tool. As Scott Stratten says in his book UnMarketing, "Stop marketing and start engaging!"
​

• Pick up the phone: What a concept - the telephone! Seriously, keeping in touch through social media is excellent, but there's nothing like a phone call. Review your network and set a goal of several calls each week.
• Be active in FB forums/groups: There are so many different Facebook groups focused on photographers staying in touch. Some of my favorites are Mentor. Photo, Facebook Wedding Photographers, Advanced Wedding Photographers, AIBP,  Gary Box's Inside the Box, and the list goes on and on.
• Join PPA National: I find a lot of support for their programs, especially in their email blasts. Similarly, join your local photographer's guild or PPA affiliate to stay in touch with artists in your community.
• Collaboration is also key. Retweet and share each other's tweets and posts. Work with other artists in your network and exchange content.
• Track birthdays, anniversaries, events in each other's lives - I love Facebook for this, and the birthday list is my first stop every morning. Take your top clients and make sure you know key dates in their lives. Don't forget LinkedIn, which helps keep track of business anniversaries and job changes - stay involved!
• Organize a networking luncheon: Here's an opportunity to bring together your counterparts from other companies with the same target audience. For example, a wedding photographer might bring together a wedding planner, florist, caterer, bridal studio, bakery, tux rental, limo company, and entertainment company.
• Share content for your blogs and social media: You don't have to write everything yourself, but you do need to be consistent. If you're not posting at least twice a week, same day, same time, then stop blogging/posting. Sharing content with another member of your network helps you create great content for your readers, and both of you benefit.
• Identify twenty people in your network who you really can't live without. This isn't just about respect and friendship; it's about people with skill sets that complement your own. These are the twenty rockstars you want to be able to count on. Make it a point to keep in touch with them.
• A great network goes beyond friends and associates. Make sure you have contact information for the key staff at the vendors whose products/services you use. In your network, you should have at least one person representing every piece of gear and software you use - retailers, distributors, sales reps, your lab, accountant, attorney - they ALL play a role.
• Stay in touch with your network using quick, thoughtful emails. It's easy to send a one-liner to keep relationships going.
• Websites and Blogs: Make a point of following the work of people in your network. It's not that hard if you set aside time each day. It's a great break from the stress of deadlines and projects. Spend a few minutes looking at images a friend in your network has recently shared and follow their blog.
• Breakfast, Lunch, and Dinner: I consider myself the biggest "lunch slut" in the industry. Think about your next convention! Plan to take time with people in your network over any meal of the day. NEVER eat alone! Being able to catch up with friends and associates over a meal is a great way to build your network and expand your knowledge of each other's expertise. And keep in touch over lunch when you're NOT at a convention. All of you have associates you're in touch with, and lunch with another member of your community will always prove beneficial.
• Be generous with your time. When someone in your network asks for help, do your best and give them as much time as they need whenever possible.

All in all, the expression "It takes a village" rings true for your network. Start by giving your village the support it needs. Remember, your willingness to help makes your network your best resource when you need help in return! 

by Skip Cohen

Every year around this time, many of my posts have the same theme - procrastination is not a marketing strategy!  Some of you spend so much time pondering what to do next that you miss the opportunities to grow your business. In your heart, you know you have to take action, but you don't trust your gut instinct. You're caught in analysis paralysis, and instead of aggressively working on your dreams, you wind up at a snail's speed when success in business demands action...not complacency.

April is right around the corner, with seasonality about to swing into full bloom. But there isn't a button on your keyboard for "seasonality."  However, there is a seasonality button in your head and heart. We're down to the wire, and there's still a chance for unique, eye-catching creativity in the days ahead.

With Easter, Mother's Day, graduation, prom season, and Father's Day on the horizon, there are opportunities for you to fill a gaping hole in capturing memory-making moments.

• Planting Seeds: Whether through your blog, social media, or direct mail, now is the time to remind Mom that it's time for a new family portrait. You have to be the one to plant the idea, and it's perfect for social media content. You don't have to wait for Throwback Thursday to share some old family portraits and get your audience thinking about the need for something new.
• Partnerships: Whether direct mail or cross-promotional, look for a couple of partners in your community to get the word out. For example, working together with a florist and a restaurant known for its Mother's Day brunch is a perfect partnership for an email blast or direct mail campaign. Plus, by working together, you're expanding your reach and saving costs with direct mail. Best of all, each partner becomes an ambassador for the other two.
• Cross-promoting with a Venue: Pick the best restaurant in the area that's popular for Mother's Day. Sit down with the restaurant and develop a way to offer a unique gift certificate for each other's products. You don't need to discount, but create add-on value with each of your services.
• Legacy Programs: Whether it's a multi-generational family portrait or offering video support to help older family members share their stories, it's once again the renewed sense of family at play. I'm a huge fan and believer that every portrait photographer should be offering recording time to senior family members. I look at my own short-sights - for example, I'd give just about anything to have recorded my Dad's stories from his childhood to how he met my mother, etc. - before he passed away.
• Mother's Day Special: To get started, call your lab and ask, "What's new?" Choose a new style album, canvas, or unique material for printing and offer it on your website. Bundle it so the package is valuable without cutting into your pricing. Share this bundle with your clients—a canvas print might be new and exciting for them, even if it's familiar to you. Promote this special clearly so clients know how to take advantage of your offer.

Let's wrap up the ideas for today with outdoor prints, which really deserve their own post...

I'm a huge fan of BayPhoto's Performance EXT metal prints, and I have three of them hanging outside by our pool. (Remember, I live in Florida, and there are thousands of homes with pools, and all of them are in the sun and rain all year long.) My prints have been outside in the sun for years and have shown no change in quality. Performance EXT Metal won't hold up forever, but offering people something new with a fine art type print or family portrait on their porch or patio is definitely a show-stopper.

Plus, the concept brings in two strong groups to expand your target audience:

• Restaurants: While the pandemic brought outdoor seating into play, most were never built with it in mind. As a result, the decorating is often very limited, if at all. A few stunning images on easels or permanently mounted on the walls would add a new level of art to the immediate environment. But with or without outdoor seating, the demand for food photography has never been higher. It may have started with the pandemic, but it has continued to grow with the Internet and online marketing. Carry-out ordering remains a popular option. Check out any of your favorite restaurants, and most often, you'll find a massive need for better photography.
• ​Consumer Marketing: Take the idea of outdoor prints one step further, and instead of thinking outside the box, let's think like there's no box. Almost every client you've photographed has a porch, patio, or outdoor area at home. Let's encourage people to appreciate artwork in these spaces.

Here's the bottom line for today—there's still time for you to launch a few great promotions, but this is a you-snooze-you-lose scenario. Act now: reach out to your target audience and share your latest offers, because unlike the illustration above, there is no seasonality button to push!

​by Skip Cohen

Over the weekend, I was thinking about focusing on some new directions. I want to change my routine and expand what I do every day. There's that great line about growth only happening outside your comfort zone. I've repeatedly suggested that when you're headed to a major conference, always take a couple of classes entirely foreign to your skillset.

It's like the "365 Projects" that cropped up years ago - with photographers taking and sharing one different image each day. And years before the Internet, I remember my good buddy Tony Corbell suggesting everyone should always save a couple of frames on the roll and just mix it up - shoot differently for those last two shots.

So, it's Marketing Monday - What are you going to do differently this week to grow your business?

• Use Your Phone: Put together a call list of your best 50-100 clients and pick up the phone. You don't have to sell them anything; just check up on them as we head into the summer.
• Own Your Zipcode: I owe Scott Bourne for this one. Draw a circle around your home base and then knock on every business door in the community. Introduce yourself as the imaging expert. For example, a wedding photographer walking into a realtor isn't selling his/her wedding business. "I just wanted to introduce myself. My core business is wedding photography, but whatever your photography needs, give me a shout. I've got a great network of photographers, specializing in virtually everything." Then just leave your business card or brochure.
• Do a Legacy Taping: Pick a past senior client (gray hair, not high school) and set up some recording time to capture their story. It's a perfect Mother's Day, Father's Day, or graduation gift for or from Grandma or Grandpa. Get their story on video before they're gone, and those wonderful backstories disappear. And if you're having trouble with the concept, start with your own family.
• Call Your Lab: You need to ask, "What's new?" Most of you have products that would put a rock to sleep. Let's spice up your offerings with something completely different from things you've offered in the past.
• Do a Networking Luncheon: How about setting up a networking luncheon for a group of businesses that share the same target? The most straightforward example is a wedding photographer bringing together a caterer, wedding planner, venue, florist, baker, limo company, bridal salon, tux rental business, travel agent...and the list goes on and on. Find a simple, informal restaurant with a private room and negotiate a flat rate for lunch with the owners. Imagine the power and insight everybody can gain by getting together to talk about business and the community.
• "With Our Blessing" is thanks to Bob and Dawn Davis. After they've photographed a wedding, they'll send images related to a participating vendor that show their participation. Along with the photographs is a note that they can use the photographs "with our blessing." So, how about looking back through your past few events and finding those opportunities?
• Set Up Throwback Thursday Posts: Reminding "Mom" that it might be time for a new family portrait makes old photographs one of your best marketing tools. Go off searching for a few old photographs that demonstrate how fast kids grow and styles change. Play off that renewed sense of family in the world and remind your readers what you do for a living.
• Practice, Practice, Practice: Many of you are still one-trick ponies, and you've stayed focused on one specialty. It's time to expand, but you can't do it without practicing and developing the skills. Pick a specialty, identify a few icons with that expertise, and start with YouTube. Then follow their blogs and start pulling out your camera.​​

The bottom line: every day is another opportunity to grow your business and your skill set. So stop worrying about making mistakes and failing, and just take the plunge. The great thing about this profession is your ability to keep growing and changing, and if something doesn't work as well as you'd hoped, step back and fine-tune the next step.

by Skip Cohen
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It's my favorite day of the week for posting--Throwback Thursday. Today, I'm using a 1929 photo of my Dad's first grade class and my third-grade class to introduce a key suggestion for 2026: build a more diverse business through a formal legacy program. If you aren't offering one, consider starting now.

Going through an album of old photographs, I found the one above. My Dad is in the top right corner. Dad grew up in Cleveland, and this would have been shot right at the beginning of the Great Depression.

Just to further make the point, I want to include this class shot from third grade. I'm highlighted on the right, my wife, Sheila, on the lower left. We actually met in second grade and went all through school together, right up to our senior year in high school. We were never good friends and barely knew each other until 40+ years later.

​by Skip Cohen

I'm kicking off the next segment of my "Drilling Down" series, zeroing in on core ideas from my nine basics for success in 2026. Too many of you overlook the importance of highlighting your own achievements. The fact is, if you don't promote yourself, nobody else is likely to step in. You need to become your own publicity machine in your community.

"What good is working so hard if nobody knows who you are?"

Sadly, many of you think publicity just happens by itself. Well, nothing could be further from the truth. While there are obviously things that make it into the news on their own, they're at the extremes and usually catastrophic. To ensure your business gets noticed, regularly write and distribute publicity releases rather than waiting for attention.

For many years, I wrote for Shutter Magazine. With every article online, there was always a video supporting the theme. The video below was my way to make the point about publicity, and it's so true. If you don't make a little noise on your own, then you might as well join me in a corn field in Nebraska! Think of it as me doing my version of "Where's Waldo"! 

Announcements and events related to your business need to be shared manually, at least when getting started - there is no auto or "P" mode!  For example, have you ever picked up the local paper or visited your community website online and seen a story about one of your competitors? That story or photograph is in the news because they worked to get it there. The days of journalists driving around the community looking for things to write about died with Jimmy Olson and Superman!

Outlets for "exposure" are everywhere. The obvious big winners are stories in the local paper, on the community/city website, etc., but that's at the top. All along the way, you've got your blog, other public blogs, community events, direct mail, various related websites, conventions, brochures, etc. Don't forget to offer the use of your images, from a community event, for example, to the hosting group, company, or association. You're looking for anything that gets your name out there.

Never assume you or your story isn't newsworthy! Especially with publications, never assume they're not interested in something you're doing. At Rangefinder Magazine, we used to regularly visit the story stash to find something interesting when we had space to fill. Not every story is going to be a cover feature, and often we had small sections within the magazine that simply needed something interesting for people to read about.

The biggest challenge is always the same: finding what's newsworthy. Most of the time, I hear photographers say, "There's nothing here to write about!" The truth is, there's always something to write about, and the odds are good that, if you're patient, a local publication, website, or organization will pick up the story at some point.

In the video above, I mentioned template releases. Here's an old example which might be perfect if you just returned from WPPI or a facsimile of a conference:

You can't create images that tug at people's heartstrings if your own heart isn't in it!
Skip Cohen

by Skip Cohen

I've made that statement a few times over the years, and it's so true. As a professional photographer, you've chosen a career path that requires interaction with clients, whether they're in front of your camera or interacting in business negotiations.

With the time change last weekend, I'm having a harder time than before adjusting to waking up in the morning. I was trying to sleep in a little this morning, getting up at almost 7:30 rather than the usual 6:30. What got me up was the noise of a delivery truck backing up across the street and the annoying beep.

Wouldn’t it be great if the human body was equipped with a backup signal?  All we need is a simple device that just lets people know we’re “backing up”. The more I thought about it, the more I realized the problem. It isn’t letting people know we’re backing up, it’s accepting that we should back up in the first place!

I’ve seen so many photographers, determined to stay on the path they’ve chosen, who are miserable. They’re determined to prove a point and stay true to the road they’ve chosen to travel when a slight turn or even starting the journey over would put a smile back on their face.

I’ve met wedding photographers who admit they hate weddings and “would have loved to be shooting commercial work, but the money just wasn’t there!”  I’ve talked with studio photographers doing portraits who wish they had “the variety of situations wedding photographers get to enjoy!”  Then there are thousands of photographers who insist on running EVERY aspect of their business, never considering outsourcing tasks that take them away from what should be their core, shooting and marketing themselves.

Here’s my point:

Don’t be afraid to change paths. Stop feeling like you have to not only inform the world but also get everyone’s opinion. You need to believe in yourself!

Many years ago, my good buddy, Matthew Jordan Smith, when I asked him for a quote for new photographers just starting out, said, “You’ve got to find your own voice!” I guess I want to change that slightly – yes, you have to find your own voice, but then you have to listen to it!

You can’t please everybody, and you’re only one person. The only person you really have to keep happy is the one looking back at you every morning in the mirror. So, if along the way you have to change your path to increase your personal satisfaction, then go for it!

Your most important client is YOU!

by Skip Cohen

​I just finished listening to this podcast from the past. What I like most about it is its relevance. There is no spoilage in great service and building a solid brand in your community. This podcast is especially jam-packed with ideas, as Scott and I wanted to get a little more specific. We shared ten tips to help you build a stronger business.

But looking through the SCU archives, I found another short gem from a guest post Scott did many years ago, related to the importance of making sure your customers know you care and that you know your customers!

Happy Friday!

by Skip Cohen

It's Marketing Monday, and I want to continue with my "Drilling Down" series.  You're looking forward to a great year and need to pay close attention to everything under the Customer Service umbrella. Great service isn't just about your active clients; it's about ALL your interactions with your target audience. It's about building a reputation for excellence and a brand known for exceeding expectations.

Just for a second, think about any company you love working with. It might be a favorite restaurant, a supermarket or even a major corporation like Amazon.

For example, we do a significant amount of shopping online at Amazon. I can usually find anything we need. First, Amazon ALWAYS delivers. At a time when USPS, UPS, and FedEx take turns at being underwhelming, Amazon is consistently delivering on time. Second, their Customer Service team is pretty remarkable. I can call their 800 number, express my disappointment with an order, and have it resolved in minutes. And there are often times when I don't need to even return the defective or damaged merchandise to receive credit. THEY EXCEED EXPECTATIONS!

Here's a check-off list for your business:
​

• Response Time: Do you check your email and phone messages multiple times each day? You need to respond as quickly as possible to set yourself apart from your competitors.
• Use Your Phone: Rather than always replying to emails in writing, use your phone. Have you tried calling the customer? Often, there are easy-to-answer questions allowing you to react even faster than through the written word. Plus, email and text messages are limited in being able to convey sincerity - whereas a phone call allows you to talk to the customer on a far more personal level.
• Finding Solutions: Whether you or a member of your team is working on it, find solutions to challenges quickly. And when there is a problem, NEVER hide from an angry/frustrated customer. 
• Exceeding Expectations: Every customer interaction is an opportunity. From the quality of the products and services you offer to each inquiry and interaction with the public, never walk away saying, "That's good enough!"
• Speed isn't Just About Your Response: Never assume your website is working the way you think it is. Check things every day on different platforms. Right now, Chrome and Safari have over 80% of the market share.
• You Can't Take It Back: Remember, there are no erasers on the Internet. Don't get into arguments in the various forums on Facebook, for example. You can never really take back an angry post, and you never know who might be a member of that FB group, reading and sharing what you've written.
• Simplicity: Too many of you have policies and disclaimers on your website that would scare an IRS auditor. Keep things simple in your policies. For example, save the discussion on penalties for noncompliance when you're having a discussion about your contract/agreement.

Here's the bottom line, and I'm paraphrasing what I've learned from good friends Tim and Beverly Walden over the years. Working with you should be an experience. You're not selling a portrait session, or for that matter, an album, prints, or video - you're selling the fun of working with you and building trust with your audience.

Tony Corbell says it best when he talks about things he did when he first started his business, "I wasn't the best photographer in town, but I was going to make sure I was the nicest!" He's never strayed from that philosophy, although today, he really is one of the best!