by Skip Cohen
 
I first shared this post as part of my Fast Food Friday series last year, but it's even more relevant today. The pandemic and social distancing have changed everything in business today. Now, more than ever, your website and blog are critical components of your business. Sadly, too many of you have websites that could put a rock to sleep!

I've done a lot of website reviews over the years, and so many of you miss an opportunity to make a great first expression. A visit to your website needs to be a great experience. Like shopping at Macy's vs. Nordstroms - you've got a choice to make in the experience you give visitors to your website!

In reviewing websites, photographers will often say to me, "I know it's out of date. I need to fix those images." Well, the days of procrastinating are over, and it's genuinely a you-snooze-you-lose scenario. Here are some ideas, most of them easy fixes and things you can do NOW!
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• Load Times: Don't just assume your website is loading the way you intend it. Check it on different browsers. The top four are still the same!
• 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 twenty years ago. Respond to people quickly. For example: Last week I did a search for roofers in the area. Within an hour, two of my three picks called me. The third called a week later - we'd already found a contractor!
• 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 essential. 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.

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! ​ Your website is the equivalent of a bricks and mortar store - make a visit, starting with your audience walking through the front door, that's memorable and a fun place to "shop."

"Innovation distinguishes between a leader and a follower."
Steve Jobs

by Skip Cohen
 
There isn't a professional photographer on the planet who isn't struggling with what's become the new normal! Quarantines, social distancing, sheltering in place have all become a way of life, but out of chaos and the pandemic crisis have come some remarkable new extensions for business.

A month ago, I shared a short video of JP Elario at his computer doing FaceTime portraits. Channel 13 in Albany, NY, picked up the story, and I have to share it here. I wish there was a way to make every artist watch this short clip.

JP's part of a father/son business and Joe, his Dad, and I go back to my early Hasselblad days. They're both remarkable artists specializing in wedding and portraiture, and exceptional service is part of their signature. Keeping in line with their never-ending quest to meet their clients' needs, JP starting doing online headshots. 

​These are challenging times, but who knows what other new ideas will come out of the pandemic crisis?

"Do what you do so well that they will want to see it again and bring their friend."
Walt Disney

by Skip Cohen

​The pandemic has changed everything in our lives, especially the way we communicate. On a fairly regular basis, many of you are appearing live on Zoom, Skype, and the list goes on and on. But, just like the rules in creating a great image for print competition, there are some definite rules you need to follow when meeting in cyberspace.  Your goal is to be just as professional in an online meeting as you would be in person at a conference or workshop.

And for those of you rolling your eyes, because you already know this stuff, just consider it a reminder. Like meeting with a new client, you've got a minimal amount of time to make a great impression. I'm not an expert in any of this stuff, but thanks to some great friends, I'm work in progress and there are a lot of you who could use a little help.

Let's start with the obvious - lighting. You don't need much. Ironically, none of you would light a basic headshot with a flashlight, but when it comes to your online presence, you do nothing. Yet, all of you understand lighting - so put a little light on the subject - YOU! While I've got a couple of softboxes in my office, my preference is thanks to Litra. I've got two LitraTorch 2.0s on goosenecks on either side of my laptop, which has become my leading computer when I've got to be on camera. When I'm on the iMac, I use the softboxes.

Here are a few more suggestions to consider:

​1. Get a location without backlighting. When you've got something bright behind you, it fools the computer or your phone into thinking the scene is brighter than it really is. I have to remember myself to close the blinds in my office behind me.

2. Remove distractions: We don't all have the advantage of a movie set background. Often, I've forgotten turn the ceiling fan off in my office and have had people bothered by the distraction over my head.

3. Camera and your face on the same plane: Get your camera (computer or phone) on about the same plane as your face. Not only does it cut out chin and nostril shots, but it gives the audience your eye contact and more facial expression. When I'm using my phone, I have a Square Jellyfish adapter on a ball head with a Platypod Ultra. While there are plenty of phone holders out there, this little adapter gives my Platypod Ultra another useful application. 

4. Make eye contact. Remember when talking, if you want to make eye contact, looking at your screen won't do it...you've got to look at the camera.

5. Cut down on the background noise. Mute your microphone when not talking. It's especially bad in a group of more than 3-4 people.

6. Earbuds or a headset cut down on feedback.  

7. Consider a better microphone! The impact of the pandemic is here to stay for a long time. While we all wish there was a switch that could be flipped to end the crisis, it's not going to happen overnight. That means we're all going to be communicating differently for some time. My personal favorite is a Rode Podcast mic, but I also have a Yeti. Both are good, but the Rode seems to give my voice more clarity.

8. Smile more! It's a great tip from a photographer, author, and my good buddy, Larry Becker. He recently joined Chamira Young and me in a Mind Your Own Business podcast, which is now online. And check out his new book: Great on Camera. Written before the pandemic when we had no idea we were going to be on camera a lot more, Larry's approach couldn't be easier to follow, with great tips to raise the bar on your skill set as a podcaster, presenter and participant online.

And that brings me full circle to where I started. We're dealing with a new normal. While we all hope the good old days of just three months ago will come back, that doesn't change the need for looking good and professional online NOW. 
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From meetings with clients to edu-type presentations to meet-ups with other photographers, you're part of the imaging community. That means the expression "looking good" has a lot more meaning in cyberspace these days because it's often going to be all you have to start.

P.S. And if I missed any tips feel free to let me know and we'll do a post of add-ons!

by Skip Cohen

Like most of you, I'm tired of dealing with the pandemic. It's the topic everywhere. Even commercials on TV have changed to a social distancing theme. One company after another wants to assure us we're all in this together...but the reality not everybody is!

All of us as an industry might be in it together, but the number of stupid people on the planet seems to be growing. I had some fun this morning and Googled "stupid things done during the pandemic." I found a treasure chest of gems at buzzfeed.com.

They shared 19 stupid things people have done or said. Here are two more of my favorites:

I'm putting a few of my favorites below:
​

• When it comes to raising the bar on your skill set in lighting, check out this video featuring Bobbi Lane and Tony Corbell. They went through some of their favorite images and the lighting involved in each one. If you want to go straight to Bobbi and Tony's images, they start around 21:00. https://www.youtube.com/watch?v=WcQ8ocJ8wso
• Steven Gotz shared a brilliant idea about turning images into coloring-book pages for your clients with young children. I love this one because it hits almost every specialty. https://www.skipcohenuniversity.com/scu-blog/a-great-shelter-in-place-project-for-photographers
• Just released yesterday, check out the new Tamron Recipes with Erik Valind. The link to the first part of his series is below, but in the new podcast, he talks about how he's gone back to past clients and their images. He's licensing usage rights for his commercial work, and the need for images hasn't slowed down. https://www.skipcohenuniversity.com/scu-blog/tamron-recipes-photography-with-erik-valind
• Todd White, a LUMIX Ambassador, worked with the Project Graduation in his community and put together a program to photograph seniors in their prom attire. "Porch-traits" created an opportunity to help recognize this year's graduates. https://www.skipcohenuniversity.com/scu-blog/photography-spotlight-todd-white-and-porch-traits
• J.P. Elario is doing online portraits, and the idea is brilliant. His Dad Joe and partner in Elario Photography wrote: "New twist on J.P.'s Pop up Portraits & they're waiting in (virtual) line both U.S. & Canada ." https://www.skipcohenuniversity.com/scu-blog/downtime-motivators-theres-so-much-help-available

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With Father's Day and graduation still in the timeline, there are so many opportunities to start getting back a small piece of your business as a photographer. There's no question it won't be easy, and business has changed, but many of you just need an encouraging first step to getting back on track...and this is where we are, all in it together.

by Skip Cohen
 
Every imaging artist is feeling the same pain right now - business disappeared with the flip of a switch, and now you're struggling with what to do. Sound familiar?

This is an industry where we all watch each other's backs. It's never been more evident than right now! Just like that lifebuoy being thrown above - you've got access to so many different places for help. 

There's no need for me to write a lot of text today - but I am going to give you the links to six great resources available with a click of your mouse - RIGHT NOW. There's a long list of great programming, and it covers everything from expanding your skillset to changing your marketing strategy!

This is only the beginning - I'll be sharing more places you can find help as I hear/read about them!

I know it's hard to see downtime as an asset when it feels like a monstrous liability. Take advantage of this time to build a stronger brand, skillset and relationships!

​And if you've got questions or need help you sure know where to find me!

by Skip Cohen
  
​This is going to be a strange year for members of the class of 2020. With graduation typically just 7-10 weeks away, there's a good chance very little will be happening in terms of significant events wrapping up their high school education.

That means those of you who are senior photographers have a huge responsibility to help the class of 2020 enhance the celebration as much as possible. While this post is an infomercial for Marathon's BOGO program on grad cards, it's got a much higher purpose - to help build your brand for future grads and, at the same time, help parents find other ways to celebrate and share their pride.

I'm a big fan of grad cards and how they can be used to celebrate, spread the news and, despite the current pandemic, recognize the accomplishments of today's seniors. It all starts with your grad card sales kits, giving you everything you need to help this year's class and their parents design a unique announcement.

The design options are infinite, with 50 different basic designs, five foil options, color combinations, paper choices, and the list goes on and on. And, to help you through the process, Marathon's staff is there to help. They're open and in production. 

At a time when everyone is looking for ways to maintain some level of normalcy in business, grad cards represent one of the best tools you have to help families celebrate and appreciate images you captured and created before Covid-19 changed their lives.

Think back to the pride you had in the quality of the senior portraits you captured initially. Now it's time to put them to the very best use and create more ways to share the memories!

Click on any image in this post to link to Marathon's Grad Card promotion, and don't forget BOGO pricing helps your profitability, giving you more flexibility in what you offer your clients.

by Skip Cohen

​This is one of those posts I wish I could get EVERY small business owner to read. So many of you underestimate the power of exceptional service, not just to build a more substantial business but to sustain it as well. This is a short post this morning and focused on one of the very best tools you have to make 2020 your best year yet - customer service.

Last year while searching the Internet for reliable statistics to share in one of my ClickCon presentations, I wandered into groovehq.com. It was jam-packed with statistics supported the importance of customer service. And the way it was presented made so much sense - unlike statistical sites that could put a rock to sleep.

For example, I pulled three key points from their information:

Everyone is always in search of new databases to grow their business. Too often, you forget about the goldmine you've got right at your fingertips with your past clients.

• Selling to a happy existing customer is fourteen times easier than to a new one!

Then, customer retention is essential. Your past clients should be part of an ongoing network you work hard to support because they're already believers in your skillset, and they can increase your profitability.

• A 5% retention of past customers can increase profit by 25-95%!

Best of all, the growth of revenue is directly related to happy customers who recognize great service.

• 86% of customers will pay more better service

And that brings me full circle to my point. There is NO substitute for excellent service and nothing will build your brand better. It's not just about great products and on-time deliveries, but the entire customer experience. It starts and ends with you!

Click on the banner below to visit Groove. You'll be surprised at the impact excellent service can have on so many different aspects of your business!

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.

by Skip Cohen

​One of the biggest challenges these days is figuring out where to spend your time and money to get the most out of education. There are a lot of great programs to choose from, but there's nothing like ClickCon. Last year was their first show in Chicago, and it was an overwhelming success as 1300+ people joined in a quest to raise the bar on their skillset.

Here's the backstory on today's post.

I'm helping the ClickCon team with some of their programming, and I'm not sure I could be more excited about the show. However, in the last few weeks, I've been incredibly busy and just missed this exclusive offer. So, first thing today, I called Sherry Hagerman and requested an extension until midnight on Friday of this week, giving me a chance to help get the word out to my readers.

Here are just a couple of things that make ClickCon such a great show: 

• The "Heart of Clickcon" is made up of volunteers – this dedicated planning group is focused on new ideas and ways to make the conference as strong as possible for everybody. It's a show designed by artists for artists.
• Chicago is so easy to access from virtually any airport in the country, and by car, you've got easy access for people in at least six states.
• The speaker and the topic lineup is going to be incredible and usually only available at bigger, more established shows. They're still putting together the complete platform, but if you know me, you also know I stand behind my use of the word "incredible."
• August is a perfect time for a conference like this. There's nothing in the summer time frame to help you recharge your battery before the fall.
• The shooting bays on last year's trade show floor were the best and most extensive I've ever seen at a boutique conference. And, this year they'll be expanding the concept.
• The models, hairstylists, and makeup artists were the best and most cooperative I've ever worked with at a conference. ClickCon created a full day of business and marketing exclusively for them before the convention started. As a result, every model brought their A-game and was excited to participate. ClickCon is expanding this concept as well.
• Last but not least, it's been a lot of years since anybody did a true convention fund-raiser. I love what Watts of Love is doing to help change the world and the tie-in to the conference. They'll be involved again this year.

I can't deny for a second I get especially excited about any conference when I'm a speaker, but I'm doing three unique programs this year, starting with the first-day kick-off. I'm going to be doing a full brain dump on everything you need to do over the event to get the most out of the conference, maximize use of your time, build your business and get plenty of bang for your buck!  

And it all starts with taking advantage of the 1/2 off promotion going on until midnight Friday, February 21! You snooze you lose - hope you can join us.

​What a kick! See you in Chicago.

When you stop chasing the wrong things, you give the right things a chance to catch you!
Lolly Daskal

​Every day starts out the same when you have puppies - there's this silent rush to get them outside, preceded by a small squeal of joy if their bed's dry! It's that feeling of progress and knowing the routine is finally working that sets the tone for the start of the day.

Then comes my business routine, and it's become my standard - the first stop is my in-box, followed by Facebook notifications. The tweet stream is next, then a quick look at my calendar for the day, a stop at my Platypod mailbox, and then I'm ready to start the day, usually with a post.

This morning when I hit Facebook, which starts with "Notifications," I had a couple of complaints from members of two forums where I'm an administrator. If you're not an Admin on Facebook, what we get is a notification that says, "_________ reported 1 post in _________." Then, if you have time, you research what the complaint is about. Ninety percent of the time, it's the result of people being too sensitive. So, as an administrator, you decide to keep the post or kill it, comment to the person reporting the post and finally get on with your life.

Well, one of the reports this morning had absolutely no foundation to complain about. One photographer didn't like the tone of what another artist wrote and decided to call in the "big guns." I kept the post, ignored the report, and chose not to respond to anybody. However, I did go looking for a quote this morning, and when I found the one up top, I knew it needed to be shared.  

It might be the "slow season," but that doesn't mean it's slow for you to build your business. So, focus on what's vital in the building blocks to make 2020 your best year ever and stop bitching, moaning, and complaining about things that don't matter! Stop being so sensitive. Give your peers the benefit of the doubt, remembering that the toughest way to express yourself is through the printed word!

If you don't like what somebody said in a thread, unless it's going to have an impact on some aspect of your business, your family, or your life, let it go! Start singing Taylor Swift's "Shake it off," and just move on. And if somebody doesn't like one of your images, listen to their suggestions and then do whatever you think is right, always remembering what my good buddy Dean Collins used to say,

Marketing is no longer about the stuff that you make, but about the stories you tell!
Seth Godin

Over the last few years, I've written this at least a dozen times - Your website is about what you sell, but your blog is about what's in your heart. It's the fundamental difference between these two pieces of "real estate," and done right, your website and blog should work together.

The stories you tell start with your about page and talking about why you love being a photographer. For most of you, "Mom" is your target audience, and she doesn't care about what gear you work with, what awards you've won, or how you got started. She wants to know if she can trust you to capture the kinds of images she wants. She wants to see if you love being an artist or you're just in it for the business.

Next up is the importance of the products/services you sell. Your blog can position the importance of capturing memories, while your website can share ideas on how to preserve and present them. For example, a wedding album isn't a book of pictures - it's the first family heirloom of a new family. As my buddy, Denis Reggie, used to say, and I'm paraphrasing a little, "The flowers will die, the food's been eaten, the gown will never be worn again, but the album is priceless and will last forever."

Talk about the importance of prints. Share ideas on displaying images. Consider an idea like Justin and Mary Marantz do when they "Shoot for the silver frame." It's that one spectacular image that becomes the signature memory maker of the wedding. While every artist does their best to capture nothing but great photos, there's always one that's a show-stopper.

And, if you're having trouble getting clients to understand the importance of printed images, Michele Celentano has made it easy for you. She's permitted you to plagiarize her "I Believe" statement. Here's the link to the first time I shared it on the SCU blog.

Ironically, photographers are the world's greatest storytellers, yet when it comes to selling their services, so many do an underwhelming job of telling their own story!

by Skip Cohen

Regardless of what holiday you celebrate in December, there are some great gift ideas this year for the photographer in your life...or just for yourself.

​I won't deny for a second the products/services below are all from SCU partners, but they're here because they believe in education, and helping you build a stronger business. So, as somebody who believes in truth in advertising, these companies live up to their reputation for quality and support for the industry. And I've worked with many of them for a considerable part of my career. 

So, whether you're stuck for gift ideas or not, here are some of my favorite show-stoppers for this holiday season:

While Platypod is relatively new to SCU, it's a product line and company that's grown near and dear to me. They're more than just an SCU partner, I'm personally active in the company helping them with their marketing, but I also love their product line. I'm having fun with it myself.  Nothing is going to break the bank when it comes to the cost, and best of all is the new perspective Platypod will add to your creativity. 
 
From an instant macro/closeup setup like we've shared in posts from Shiv Verma, Don Komarechka, and Larry Becker to simply using the Litra Torch 2.0 lights behind my laptop for better lighting on video podcasts and chats, there's been no shortage of creativity. I love the diversity. And, for travel and hiking, the Ultra with the Benro ball head is perfect.

Wander over to the Platypod website and check out the full product line and while supplies last, this year's holiday specials.

Senior photography isn't for every artist, but diversity is!  Everyone is looking for ways to grow their business, and PhotoTexting recently launched its new Senior Rep Program. They've made it easy to get started and then build brand awareness based on your best marketing tool - relationship building with seniors and their parents.

As a gift idea, it's a classic and another no-brainer. PhotoTexting is standing behind their products with a great promotional getting started offer - the price of a cup of coffee! Plus, there are dozens of videos to take you through each step of the process.

If you're a portrait artist, growing your senior business can be an incredible experience, not to mention pushing your creativity to the max. Gone are the days of boring headshots! A senior session today is about capturing the personality of the subject and establishing the first step in a new relationship. Done right, that senior will be coming back for other events. Seniors become brides and grooms; brides and grooms start families, and the opportunities go on and on.

As the industry's leader in support for photographers printed needs, Marathon's grown to be the "new sheriff in town" when it comes to stunning print quality and albums with their Bella line. Going back to when I first came into the professional side of the industry, they were best known for all their support in printed business material - from business cards to brochures to direct mail pieces.

TODAY - it's everything from marketing support with the benefits of MAP, to bulk order holiday cards for your clients; family marketing campaigns, stationery, beautiful prints and albums, and the list goes on and on. They're an amazing company. They never slow down helping photographers with the tools they need to grow their business, and at the same time, create products with incredible consumer appeal. Their BOGO program is going on right now on holiday cards for your own use, or as a finished product for your clients.

Click the banner below and start doing a little shopping to help grow your business.

Four years ago, I started shooting mirrorless with Panasonic's LUMIX line. Yes, they're an SCU partner, but remember my background - twelve years as president of Hasselblad USA. While I don't make a living a professional photographer, I know more than I let on. And it takes a lot to impress me.  LUMIX totally recharged my love for having a camera in my hands. 

But it's not just how easy Panasonic has made expanding my creativity and helping me grow - it's the durability and features built into every camera. It's the low-light ability it gives me to capture tack sharp images and control the variables in every scene.

Don't take my word for it - wander into your LUMIX retailer and check out the line for yourself. Look at everything - I currently shoot with the G9 with the 14-140mm lens and love it. And if you're looking for full-frame, check out the new S series! 

Over the years, Tamron has grown to become one of the most respected manufacturers in the world in optics and great glass! Over and again, their lenses have won awards, but of greater significance are the outstanding artists who we've featured in SCU blog posts and podcasts. Again and again, we've shared stunning images captured thanks to Tamron products.

Tamron has an outstanding savings program going on right now, and it's a click away to check out. Then, wander into your Tamron retailer for your own test drive! You'll never be disappointed in the quality Tamron's brought to the industry or the diversity of the lens selection you have to choose from. 

Last year ClickCon launched it's first show in Chicago. It was an overwhelming success with one innovative educational idea after another. With a busy trade show and jam-packed educational platform, close to 1500 photographers took part in establishing this incredible boutique conference as a venue to help artists grow their skill set in capture, post-processing, business and marketing. 

There's a special early bird registration going on right now. It's a unique gift for the photographer in your life, or again, just a present you need to give yourself. Plus, it's in August and gives you a chance to recharge your battery before the seasonality of the year kicks in. 

by Skip Cohen

For the price of a cup of coffee, PhotoTexting is giving professional photographers the opportunity to get their senior rep program started and take full advantage of mobile technology to keep it going.

Now's the time to be building your program for the class of 2021.  November and December are critical months to create a senior rep program. That means you've still got time to launch a successful expansion of your business.

So, If you've been thinking about getting started working with seniors, let's get you out of "analysis paralysis." It's so easy to take that first step, and then continue with the building blocks for success PhotoTexting is providing. 

Here's the best part of PhotoTexting's new program - they're there for you EVERY step of the way, starting with a timeline to help you stay on track. 

And, PhotoTexting has some of the very best customer support in the industry. But don't take my word for it. click on the banner below and check out the new program for yourself!

​by Skip Cohen

​For over a year and a half, I've shared a Fast Food Friday tip, almost every week. In fact, there are seventy-five different articles; each one focused on a specific aspect of your business. Most of them are short, but they hit on topics ranging from marketing to expanding your skillset and even a few on how to keep your sanity as a small-business owner. Well, it's time to raise the bar a little, and here's a great place to start, diversity, and growing your business.

I'm in contact with dozens of photographers every day. While many of them are new to the business, lately, there's a trend of more seasoned artists trying to figure out how to mix up their game and go in a different direction. It's the Darwin theory of survival of the fittest.

You can use the survival of the fittest to refer to a situation in which only the strongest people or things continue to live or be successful, while the others die or fail. (From Google and Wikipedia)

Here's the first new installment in this Fast Food Friday series - growing your business outside your core specialty.

Over the last decade, the senior market has become one of the fastest and most diverse specialties in professional photography. Done right; each session is based on relationship building, being fun to work with, and fine-tuning your listening skills. Remember, these are young adults, and as an artist, you'll often be the first professional photographer they've ever worked with. Your relationship should become an investment in future business with them as well as their parents.

But the challenge becomes where to start. Remember, this is the first in a multi-part series, and we're going to start at the very beginning of the marketing process.

Before you roll your eyes about my endorsement of an SCU partner, if you've followed me for even the shortest amount of time, then you know I don't endorse any company who doesn't have something to offer you when it comes to growing your business. 

Chamira Young and I have worked with the PhotoTexting.com team since last February. I love what they're doing to help photographers raise the bar on how they communicate, react, and respond to their audience.

With the senior market, we're talking about an audience with demographics that scream "early adopters." Seniors are mobile and text-focused all day long. Knowing the usage rate for teens is high, I had some fun on Google searching to see what the stats suggest:

More than half of teens (54%) say they spend too much time on their cellphones, and 41% say they overdo it on social media. According to Common Sense Media, teens spend an average of nine hours a day online...

Now, take that information and think about your younger clients - teens, as well as their parents. There's a lot of useful data for a starting point on growing your business and taking full advantage of mobile solutions.

Don't be thrown by the video below being called a "webinar." It's under four minutes and perfect to watch while enjoying that morning cup of coffee. ​

​This is the first installment in a new series about growing your business. And while we're starting next week and be more focused on marketing to Seniors, the video above applies to so many different aspects of your business! Communication technology is not going to slow down, and mobile technology especially is here to stay - embrace it the right way, and you're going to have the tools not only grow your business but close sales faster, expand your reach and increase revenue! 

In keeping with the Fast Food Friday theme, we're going to take it one step at a time. Next Friday, we'll hit getting started in marketing to Seniors, and we'll keep building from there!

​by Skip Cohen

At least once a year, I write the same post about the rules of engagement. My feeling for the need to share it, again and again, is always the result of a battle in a Facebook forum that went off-track. It would be so great if wannabe-trolls just had a button on their computer to push before posting a comment.

I'm one of four administrators in one of the larger Facebook forums. A couple of weeks ago, I got sucked into being a playground guard with "kids" who weren't playing nice. I commented on the thread and suggested they grow up, but we all know that isn't going to change their behavior.

So, I'm going back to a post from a few years back and suggesting we work just a little harder on what should be the rules of engagement. The original post was more about personal attacks on other photographers, but I want to expand it to Facebook and social media threads too. And, while most of you don't need to be reminded, give me hand with people who just don't get it.

• If you don't like what somebody said to you, it's appropriate to comment. But if the comment wasn't to you, then shut up unless the "victim" asks for help. 
• Stay out of battles that aren't yours.
• Don't respond to trolls - that's how they win!
• In any thread, if somebody has already said what you were going to say, then there's no need for you to repeat it!
• Have a bone to pick with somebody? Have the guts to IM them privately - a Facebook forum isn't a venue for a Fight Club match!

And whether in social media or live in ANY industry:

• Don't talk behind somebody's back.
• Don't spread rumors.
• When you hear a rumor, contact the party who's the subject and ask what's going on. Pretty simple - be upfront.
• Write as if the person you need to talk about was standing next to you. Don't hide behind the anonymity of your computer screen.

 
I know this post doesn't apply to most of you, but feel free to share it with somebody who's forgotten! Or as my buddy, Levi Sim has said, "Act as if your grandmother's watching!"

I don't usually quote Queen Latifah, but I got a kick out of this quote. I guess it's a matter of your priorities:

by Skip Cohen 

In February last year, I had an idea - a weekly series to help you fine-tune your business and marketing skills. I chose to write them fresh each week to give you content that was based on things I had noticed during the previous week. Well, here we are eighteen months later, and I think I've only missed two to three Fridays in the series. 

There's a never-ending flow of topics all thanks to interactions I have with so many of you throughout the week via the Internet, phone and here and there in person. Each post in the series has hit on a topic most of you need to pay more attention to.

As I've written many times in the past, as right-brain artists, so many of you ignore the operational and marketing side of the business. Well, there are no Success Fairies who are going to come into your business in the middle of the night and boost sales, clients, or revenue. It's strictly up to you! Take a scroll through all the past "blue-plate" specials from the SCU Diner, and you'll find ideas to help you thrive in 2019 and not just survive!

The chefs in the kitchen today have put together an incredibly filling lunch special, critical to your success - the care and feeding of your network!

I hate quoting politicians, but Hillary Clinton gets credit for the "It takes a village" line. Your network is one of your most valuable tools for success. Sadly, too many of you meet somebody, talk for a few minutes, exchange business cards or transmit data to each other and then *poof* you do nothing to keep in touch! ​

​I know it sounds hokey, but the analogy here is no different than a plant in your home. It needs water, light, fertilizer, and a pot big enough so it can grow. Your network is no different. There are so many ways to keep in touch and invest the necessary time to build relationships.

Building relationships is your greatest marketing tool! And as Scott Stratten says in his book "UnMarketing," stop marketing and start engaging!

• Define levels in your network: Whether you physically sketch this out or not, think of your network looking like a target. You're at the center, and the smallest first ring is those people you trust the most. It's going to be made up of family and your very closest friends. Then move out from there. The next ring will be friends and associates who you feel comfortable talking to regularly and might even see often. The next ring might be people you've met, friends of friends and with skillsets that compliment yours. Another ring might be only vendors and staff from the companies whose products and services you use.
• Each ring of your network has three qualifiers: confidentiality, expertise, and reach. For example, your innermost circle is based almost entirely on confidentiality. It's probably made up of loved ones and your closest friends. As you move out into your network, each qualifier changes.

​Now let's hit a few ideas to help you care for your network!

• Connect at conventions/workshops: 
  • Never eat a meal or drink alone!
  • Plan time to get together in advance
  • Get grab-shots you can use for blog posts later
    
• Be active in FB forums/groups
• Join the local photographer's guild or PPA affiliate
  
• Retweet and share each other's tweets and posts
• Track birthdays, anniversaries, events in each other's lives - I love Facebook for this, and the birthday list is my first stop every morning. 
  • Linkedin helps keep track of business anniversaries and job changes - stay involved!
• PICK UP THE PHONE: What a concept - the telephone! Seriously, keeping in touch through social media is excellent, but there are times when a phone call is going to set the stage for an even stronger relationship. I'm not suggesting you call everybody in your network all the time, just when something special has been shared, or you want to thank somebody for their support.
• Organize a networking luncheon in your community: This is a few rings out from the center of your networking and would include any vendor working on hitting the same target you are. A wedding photographer might invite florists, wedding planners, venue managers, caterers, bridal salons, tux shops, entertainment managers, travel agents, etc. Find a simple place like a diner with a private or semi-private room and just talk about the community. You'll be amazed at how much you'll find you can do together.
• Share content for your blogs: You don't have to write everything yourself, but you do need to be consistent and if you're not posting at least twice a week, same day, same time, then stop blogging. Sharing content with another member of your network helps you create great content to share with your readers and both of you benefit.

A strong network needs to be more than just a fully loaded roll-a-dex. (I admit it - I'm an old fart and proud of it! Right about now there are too many of you who don't know what a roll-a-dex is/was. Before cell phones and email addresses, it's how we kept track of everybody in our networks!)
 
I'm right back to where I started this post, "It takes a village!" So, give your village the support it needs and be there to help people in your network because they're going to your best resource when you need help! 

If you want to go fast, go alone. If you want to go far, go with others.
African Proverb

It's just a bad day, not a bad life!
Author Unknown

​It's Marketing Monday and a perfect time for a quick reminder about business, marketing, patience, and remembering the reset button!

​The picture above is my Dad's wallet, or what was left of it. Although he passed away almost four years ago, the wallet sits on my bookshelf and is a constant reminder of the power we have to change directions. Here's the backstory:

Dad's caregiver didn't check his pants when doing a load of wash and put his wallet through a full cycle. I arrived at his place to take him out to lunch, and he was thoroughly aggravated. I got him calmed down with an easy virtually guaranteed solution - a minute in the microwave, and it would be as good as new! Well, you can see the results - it's a perfect example of a time when I over-promised and under-delivered!

But what happened next was the memory-maker...he started laughing, called me an idiot and let me know I was buying lunch! Sitting in the restaurant while waiting for our order, I ran next door to Macy's and bought him a new wallet - the crisis was over and a throwback memory was created that I'd never forget.

And, here's why I love this piece of family history in my office. We make mistakes all the time, but it's keeping a healthy perspective on the seriousness of the crime that allows us to hit the "reset button" and choose a new path. Obviously, some mistakes are tougher to resolve than others, but most of the wrong decisions we make were made with good intentions. When you find you've gone in the wrong direction; stop, hit the reset button, look at your choices, and head off down a new path.

There is no Photoshop fix for the mistakes we make in life. You can't undo a wrong choice with a click of a button, but what you can do is even better and more satisfying. You can try again with new insight and a better understanding of how to accomplish your goal, and if you're wrong still, the reset button is right there.

I haven't failed. I've just found 10,000 ways that won't work.
​Thomas Edison

I'm honored to have been a guest on Lyn Morton's EOS Photographer podcast last week.

He chose a topic near and dear to my heart - getting the most out of a conference. With ClickCon coming up as the next big show in the US, it's essential for you to have a plan if you're attending. 

And if you can't join us in Chicago, Lyn and I talked about a long list of tips to make sure you're always getting the most bang for your buck at every workshop, conference or convention you attend.

To grow as an artist and a business owner, you need to build your network, skill set, and get the very most out of every class you choose at a conference.  Having a plan guarantees you'll head home when the event is over with something more than just a lot of stories about hanging out with friends, seeing new equipment, etc.

If you're not registered for ClickCon yet, the link is below. Use "ccskip" in the discount box and save $50. Register through the banner below, and you'll also be helping Now I Lay Me Down to Sleep. As a speaker affiliate I get a 10% commission on registrations through my link - well, I'm not keeping any of that, but sharing half with NILMDTS and the other half in a cash rebate right to the attendee right at the show!  

And, follow Lyn on the EOS Photographer podcast. He's got a lot of depth in understanding and support for the photographic industry and always does a great job in his interviews!

​by Skip Cohen

I'm still going strong on topics for this series! Every time I think I'm out of ideas, somebody asks a question in a Facebook forum, and it sparks a new post. 

Remember, I started this series to plant ideas on things every photographer should be thinking about to build a stronger business. Most of you are right-brain creative types, and you hate thinking about the operational side of the business. Sadly, the things you often ignore are also the things you need to raise the bar from macaroni and cheese every day to taking the family out for a steak dinner!

​Today's post is number sixty-one in the series, and it's a topic, so many of you need to think about - let's help you with your addiction for new gear!

Great gear is always a benefit, but without the skill set, a good camera will NOT make you an impressive artist! But while I'm going to talk about your need for more equipment - I'm more interested in giving you ideas on how to get what you need without screwing up your cash flow!

Stop being a gear hound!
​
If you've followed me for even the shortest amount of time, then you know I always call it like it is. When it comes to gear, a great camera won't make you a great photographer any more than buying a Porsche makes you a race car driver!  That means your skill set has to have priority over everything else. If you don't have the skill set, then you're not going to meet the mindset of each client. Any moron can get their first customer - the challenge is getting them to come back and to insist their friends check you out as well!

Okay - let's get to the point - ideas to help you get the equipment you need to build a stronger business!

Get to know your camera dealer! From cameras to lenses to lighting, the camera dealers are at the hub for all the manufacturers of the products they carry. This is all about "Relationship Building 101," and somebody at your local camera shop needs to be in your network!

Rent it first!  Joe Buissink told a great story about a tilt/shift lens he thought he needed to make his work look different in his early days. Well, he bought it, and it tied up his cash. He barely used it, and eventually sold it for a loss.  

Most of you know the essential gear you've got to have, but you get gear fever and go out and buy. That might be fine for the necessary equipment, but often you're tying up your cash flow and purchasing the more exotic equipment before you've really used it. Most of the retailers have a rental program, and often you can apply the rental cost to the purchase later on. 

Shop for rebates! Don't buy anything these days without at least checking for seasonal rebates and promotions. If you don't immediately see a rebate or promotional program on whatever you're about to buy, start by checking with the manufacturer. Also, pay attention to professional services where a manufacturer might be offering additional discounts to its registered users.

Check out convention specials! A lot of exhibitors offer trade show specials, making it an ideal time to buy gear.  Identify your needs before you hit a convention. I know it's tough, but do your best to stay out of the impulse purchase mode and stay focused on what you need - not want!

Consider used gear! From career direction changes to turning over gear because of new technology there's a lot of previously owned equipment available. It's worth keeping your eye out for some great deals. But, know what you're buying and who you're buying it from! You've also got some great used gear at the dealer level which often comes with a short term service warranty. 

Lease it! On high ticket items, you don't need to always OWN it. Leasing can be incredibly affordable, give you the same tax benefits and allow you to "utilize someone else's assets without depleting yours!" That was the tagline for a leasing program we offered at Hasselblad over twenty years ago! Before you go to any convention, check your credit line for a commercial lease, so you hit the trade show floor knowing what you've got for financing if you need it.

Bring in a partner...or two! On some of the more expensive gear, consider sharing the cost with another photographer! For example, let's assume you want a large format printer. Why not buy it with another photographer or two and all of you share the use. I've written a lot about partnerships, and they apply to everything from gear to studio and office space. Share the cost and reduce the pain!

Know your reps! One of the biggest reasons to attend any convention is to build your network. For every piece of gear you own, you should also have met and talked with the rep at the manufacturer or vendor.

Going back to my Hasselblad days, it wasn't unusual for a photographer to need help on a project or want to try out a specific camera or lens. Each sales managers had a complete sample kit and would often assist photographers in the field. They were especially helpful in those moments where Murphy's Law took over, and somebody had an emergency over a weekend shoot, for example.

Having reliable gear is a necessity, but stay focused on building your skill set first and keep the expense on equipment to smart decisions. 

Years ago Vincent Laforet spoke at Skip's Summer School. He talked about his early days and how often he didn't have the gear he needed. He asked the audience, "Do you know what you do when you don't have a long enough lens?" He answered almost immediately, "You move in closer!" 

I know that's simplistic and it doesn't always work that way, but Vincent's point was simply it's your skills that will make you great not your gear!