Happiness is a Journey, Not a Destination...

For a long time it seemed to me that life was about to begin - real life.
But there was always some obstacle in the way.
Something to be gotten through first, some unfinished business, 
time still to be served, a debt to be paid.

At last it dawned on me that these obstacles were my life.
This perspective has helped me to see there is no way to happiness.  Happiness is the way.
So treasure every moment you have and remember that time waits for no one.
​
Souza

by Skip Cohen
​
The wisdom above is from a refrigerator magnet that's been on my whiteboard for many years. I know I shared it in a post or two over ten years ago, but it deserves to be shared again.

So many of us waste time looking for happiness, when all along it's right there in front of us. Sometimes, it's hidden under the emotional baggage we all carry around. Most of the time, if you haven't found happiness, you just haven't looked hard enough.

It's January and in most parts of the country it's the "slow season." So, while you're working on your plans for the year ahead, this is the perfect time to think about your journey and make sure it's running on being happy. You can't create images that tug at people's heartstrings if your own heart isn't in it.

Wishing everybody a great week ahead.

“It’s income tax time again, Americans: time to gather up those receipts, get out those tax forms,
sharpen up that pencil, and stab yourself in the aorta.”
Dave Barry

by Skip Cohen

​It's Hump Day, and while it might be considered by most to be the slow season in photography, it's not the slow season for the operating side of your business. NOW is the time to start the scavenger hunt for everything you spent money on in 2024. DON'T WAIT UNTIL THE LAST MINUTE!

I'm always amazed at how many small business owners, especially photographers, don't take the time to review all the costs involved in running their business. I am not an accountant, but here's a list of things you should review so you don't miss anything when you're doing your taxes!

by Skip Cohen

It's the first Marketing Monday post of the new year, and while typically my posts are more photo-centric, today's applies to EVERY business, not just professional photographers.

This is the time of year when many of you are still working to resolve customer service issues related to business left over from the holidays. Great customer service is your not-so-secret weapon for building a stronger brand and separating yourself from your competitors, and it doesn't matter what business you're in!

Too many of you think unhappy customers are a curse—the dark side of owning a business. In reality, they're an outstanding asset if treated right! Not treated right, unhappy customers have the potential to influence thousands of people through their social media and personal reach.

​It's time to stop being afraid of angry customers. Remember, you've got two ears and one mouth, so listen twice as much as you talk!

• It all starts with a fundamental understanding of the customer: It doesn't matter if they're right or not; they believe they're right, and you need to listen. You have to accept that something happened that shouldn't have—no matter who or what caused it, you have a chance to resolve the issue.
• Fine-tune your listening skills. Don't react to anything they say until they're done saying it. This is a tough one, but it can start with a simple opener: "Hi, this is _____, and I understand you're not happy with something we did. How can I help?"

 
You can modify the opener any way you want, but the defusing line is "How can I help?" Another one to use is "Let's see if I can help fix this for you." Your goal is to demonstrate empathy, kick back, be quiet, and listen. 
​
Challenges with unhappy customers will happen as long as you're in business. Here are some suggestions to help you build a stronger brand and a reputation for integrity, empathy, and GREAT service.

1. Respond promptly – don't let things go more than a day without getting back to your client. When an upset customer doesn't hear back from you promptly, they assume you're hiding or just don't care.
2. Communicate with your client via phone or face-to-face. Email doesn't always work as well when you've got an argument on your hands. Your customers need to hear your voice; a little eye contact is much better. Pick up the phone and call them whenever possible.
3. Take the blame – seriously, even if the problem wasn't directly your fault, it's still your business.
4. Don't delegate the battles—There's nothing more frustrating to an angry customer than feeling you're hiding behind one of your employees. And when it can't be helped, if an employee is on the frontline of "battle," give them the power and tools to resolve the issue. Resolve issues quickly with solutions that are valuable to the consumer. Come up with a resolution and work towards one that your client feels is fair.

Here's a perfect example, which I know I've shared in past posts. Living in the Chicago area years ago, we tried carry-out from a new Chinese restaurant. Halfway through dinner, we found a small dead cockroach in the fried rice. I immediately packaged everything back up and stormed back to the restaurant for a refund. Instead of immediately apologizing and handling my request, the owner complained that the rice was already half-eaten! She then wanted to give me a gift certificate to come back! Obviously, we never ate there again, but to try and argue with me about the merits of their food at that point was far from realistic. 
 
Remember, one angry customer today can turn into a troll and undermine your credibility throughout the community. And the community, especially in cyberspace, goes far beyond your city limits. On the other hand, a satisfied customer who feels you've been on their side and working towards solving the problem will help build a foundation for future business.

by Skip Cohen

We're officially into the "slow season." Normally, I suggest that just because business slows down, that doesn't mean you can. At the same time, everyone needs to recharge their battery, and this weekend is the time.

But, there's an art to kickin' back...you can only enjoy it if you've got a relatively clear head. That means tying up loose ends, reviewing any deadlines you're chasing, and, in summary - getting the monkey off your back!

A clear head sets the tone for relaxing, appreciating your family and friends, and daydreaming a little. What do you want 2025 to look like—not just from a business point of view but also from a personal one? 

Years ago, I gave up on New Year's resolutions. Instead, I find setting a few goals far more productive. A few times, I've even written them down on my calendar and tracked my progress. Rather than set rigid deadlines for completing specific tasks or projects, if it's personal, I just pick times in the future to check on my progress. 

Here's my point on this first Friday of the new year - Now is the time to take a short break and do whatever it takes to make your heart soar! This isn't directly about business but building up your attitude for the future. Remember, as artists, you can't create images that tug at people's heartstrings if your heart isn't in it.

So, this is the time to take a break, kick back and chill. Smile more, and spend time with the people you appreciate the most, especially yourself!

Intro by Skip Cohen

Last week, my good buddy Scott Bourne posted the rant below on Facebook, focused on helping new photographers make better choices about their gear. Like virtually any specialty, the imaging world is filled with "experts." And while there are a lot of great educators/influencers out there, I'm always amazed at how many new artists fall for the "clickbait" Scott wrote about.

Many years ago, Vincent Laforet spoke at Skip's Summer School. I remember him talking about when he first started and the challenge of capturing the images he wanted when his cash, and in turn, his gear was so limited. "You know what you do when you don't have a lens long enough...you move in closer!"
 
Thirty years ago, when I was at Hasselblad, a photographer came up to us at our booth at Photo East and asked for a list of everything Denis Reggie shot with. We gave him the list and he went immediately to B&H there on the show floor and bought almost all of it. The following year, at the same show, he came by the booth and dropped a few dozen 5x5 proofs on the counter and said, "I bought everything Denis Reggie uses, and my images don't look any better with Hasselblad than they did with my old gear!"  He'd shot everything f8 @ 1/125!

Here's my point - before you get sucked into buying new gear, which you may well need, take the time to review your skill set. Put your money into your education and building the operational side of your business. And if you need something exotic and expensive, rent it first! 

Here's one more story: Joe Buissink tells a great story about spending too much money on a tilt/shift lens when he first started. He was convinced it's what he needed to make his work look different. Instead, his purchase tied up capital he could have used for better ways to build his business. Plus, he barely used it and sold it a year or two later for a loss!

​A big thanks to Scott for permission to share his rant! Scott should be on your radar - click on his link above and follow him on Facebook. He's always got something worth sharing.

**A.I. images from Adobe Stock

by Scott Bourne

​I can think of no greater waste of time than watching the #photography "influencers" talking about their gear. I am sad that new photographers get duped by these people and fall for their click bait.

• No matter what camera/lens you use, they will convince you it's not good enough and what you REALLY need is the gear THEY (get paid to promote.)
• Use any camera you like. In the last five years I think I've encountered one bad camera and one bad lens and both were niche products that most of you will never have heard of.
• Your camera is good enough!!!!!!!!!!!!!!!!!!!!!!!!!

Here are some additional thoughts...

• Don't be bullied by the Full Frame Mafia. Use Micro Four Thirds or APS-C if that works for you.
• Don't fall into the cult known as "The Religion Of Low Light Performance Pixel Peepers." They will convince you that even the slightest spec of digital noise ANYWHERE in your picture is baaaaad.
• Lastly, don't be tricked into thinking you need an f/1.2 lens for every single shot so you can have perfect BOKEH BALLS. That is a fad. It will pass.

This is all nonsense and it's all the nonsense you will find on YouTube. No doubt there are some thoughtful, talented people who want to help you there but even then - you're better off just practicing with your camera.

All you need to do to improve is this. Just read your camera manual, learn how to operate the camera properly and go make as many photos as you can.

You will be twice the photographer any of the YOUTUBE "influencers" are within a year's time.

​Rant over...

by Skip Cohen

It's Hump Day, two weeks before the holidays. For most people it's the busiest time of year. Everyone gets so wrapped up in the holidays, that too many of us miss the magic!

"It'll be my luck that when my ship comes in, I'll be at the airport!"
Unknown

by Skip Cohen

​It's Marketing Monday, and it's very close to the last few days to do anything that will impact 2024. Yet many of you still act like the train doesn't leave for weeks, and you have all the time in the world. The reality is that you're just about out of time.

There are still a few things you can do to have an impact on what's left of this year and start a little foundation work on 2025!

• Business Expenses: Talk with your accountant first to confirm - but until December 31 at midnight, if there are business expenses you need to make that are deductible, NOW is the time to invest. And with gear, while I usually suggest waiting until closeout sales in January, there are some remarkable deals going on right now.
• Donations: Everyone is always thinking about cash, but what about gear you no longer use? There are so many schools and organizations that need equipment but don't have the budget. Again, check with your accountant to understand what might be tax-deductible.
• Travel Planning: Are you headed to IUSA or WPPI in 2025? Get your hotel and travel reservations if needed, and start to plan a few lunches or dinners with friends and associates. Once at the convention, it's always hard to pull people together - so look at the schedule now and put a few plans in motion.
• Holiday Cards: This is the week to get them in the mail. They should NOT be store-bought cards but your own images. On the back, your logo and contact information should be displayed, just like on a Hallmark card.
• Social Media Updates: Whether it's your website or social media pages, if you have dated material expiring at yearend, then let's get things set up to be up-to-date on January 1!
• Photojournalism: There's so much going on in every community this time of year...and you're a photographer! It's the perfect time to build your own stash of images to share when you're wearing the hat of being your own content creator. 
• Community Involvement: From food banks to soup kitchens to Meals on Wheels and everything in between, every nonprofit needs help this time of year. It's not too late for you to help...and while you're there, add a few photographs of you being involved. They're perfect for posts later in the new year, as well as showing support for some of the events in your community.
• January Events Calendar: One great way to keep involved in your community is to have an events calendar on your website. Being like the old town crier is a role each of you should be playing with the nonprofits in your area. With each event you capture and share, you create an ambassador role for yourself and build a profile that says, "This is my community, and I'm NOT just another retailer!"

Here's my point today - Procrastination is NOT a strategy! You've still got time to tie up a few loose ends and add to your foundation for success in the new year, as well as impact your brand for 2024. But, sit on your ass, and you'll miss the train - it's no fun watching it go by and not knowing when the next one's coming along!

by Skip Cohen

​Sometimes, inspiration shows up in the most unlikely places—like the back of a T-shirt! But it was the perfect sentiment at the Walk to End Alzheimer's last month.

"There is always light if only we're brave enough to see it ...if only we're brave enough to be it."

I wrote about Alzheimer's in a post a few weeks back. Losing my Mother, grandmother, great-grandmother, and a great-uncle to the horrible disease is a cause near and dear to my heart. It's the foundation for my newest "adventure," working with the Memory Care Alliance to help caregivers dealing with Alzheimer's.

But today's post isn't just about Alzheimer's; it's about finding a non-profit cause you believe in. Between Mother Nature's wrath and politics, the world has become a very scary, at times terrifying place. I know we're not the only ones who watch the news and want to go to bed and pull the covers over our heads!

The one way to beat dealing with those challenges we have no control over is to get involved in something that, by giving back, lifts your spirits and makes a difference. I loved this guy's t-shirt because it says so much in the simplicity of the message - brave enough to see the light and strong enough to help be the light!

It's December and holiday time - every non-profit needs help. Plus, you're looking for your community to be good to you - so you need to be good to your community. You're not just another retailer; one way to stand out even more is to be involved.

​Think about it for just a second - if everybody we know just gave back a little to their favorite non-profit, how much could we all help change the world?

Nothing makes a person more productive than the last minute!
Anon

YOU ARE NOT FOR EVERYONE
Fitting in is overrated. You are not for everyone, don't strive to be.
Cyndie Spiegel

by Skip Cohen

​With the Thanksgiving holiday coming up this week, it's a short week, but certainly not light on being busy. While there's not a lot of time left for any business to do very much to capture more of 2024's seasonality, there's still a great point to make about your artistic and business philosophy.

In early October, I shared a blog about being comfortable with the word "No." Not everyone is your client, which makes turning some business down necessary when the request is too far outside your goal or even your comfort zone. But I want to share a more profound message in today's post, and it's all packaged in Cyndie Spiegel's quote above.

A few years back, my good buddy, Terry Clark, made a point about success: "The best thing to do to survive and thrive is find what everyone else isn't doing and do that thing." Stop doing what everyone else is doing, and use your creativity and passion for the craft to stand out from the herd!

We all desire to fit in, but when everybody fits in, most activity becomes a commodity! Your goal as an artist and small business owner is to be unique, exceed customer expectations, and make yourself habit-forming!

Don't compromise your goals and aspirations for the sake of being in line with what everybody else is doing!

I thought fitting in was something I had to fix. Now I see it as my superpower!
Maxime Legacé

No matter how brilliant your mind or strategy,
if you're playing a solo game, you'll always lose out to a team!
​Reid Hoffman

by Skip Cohen

​I've written a lot over the years about partnerships, but there are still so many of you who believe marketing is a DIY sport. You insist on flying solo, believing it gives you maximum control over success. Sadly, being a "one-man band" limits your reach, creativity, success, and often reaction time.

Partnerships give you an edge because you can draw from each other's creativity, databases, brand awareness, and skill set. Plus, each partner becomes an ambassador for the different companies involved. You're pooling your resources and expanding your reach dramatically; and in the process, either saving money or increasing your exposure to levels unaffordable as a solo act.

Here's a list of potential partners that I've shared in previous posts over the years:

Boudoir Photographers: Get together with a lingerie boutique and a spa, makeup artist, or salon. Also, because a beautiful boudoir image is very often intended to be a gift with a little romance attached, an intimate restaurant in your community might also be a great partner.

Pet Photographers: Talk with the manager at your local supermarket or pet shop to find out who the rep is for some of the big-brand pet foods. You've also got animal shelters, pet boutiques, veterinarians, and doggy daycare facilities.

Children's Photographers: Toy stores, summer camps, playgrounds, kids' clothing boutiques, and restaurants geared toward kids make great partners. You might even find a pediatrician or pediatric dentist interested in getting involved with something creative.

Family Photographers: You're looking for any company that targets families. Family restaurants, decorators, parks, and special events targeting families all have potential. Years ago, on a Hasselblad program in Cleveland, a photographer told me about a landscaper who built him a backyard shooting area in exchange for promoting their services. The logic was that anybody who was paying for a family sitting more than likely had an interest/need in landscaping.

Commercial Photographers: This one's a little more challenging, but think about what a client is looking for. This doesn't work if you're targeting Fortune 500 companies. However, a program to target small business owners in a community could tie in a local magazine/publication, a printer, and a courier service, for example. The promotional offer might target people who need a new headshot.

Wedding Photographers: Wedding photographers are always the easiest because there are so many different business entities involved: florists, wedding planners, bakeries, salons, bridal shops, limo companies, musicians, tux shops, travel agents, venues, and the list goes on and on.

Last on the list for every specialty - don't forget other photographers! There's only so much time in a week for you to shoot. Bringing in competitors who compliment your style helps build strength and brand recognition in the category. Sooner or later, you're going to send another photographer a referral, so why not build the relationship now?

Right now, everyone is dealing with the same challenges - trying to wrap up as much business as possible before the year ends. With the holidays and the spirit of seasonality, it's the perfect time to start planting seeds for 2025 and consider some strategic partners to grow your business and in turn, success!

The strength of the team is each individual member. The strength of each member is the team.
Phil Jackson

Greatness happens when the person with the wild imagination
collaborates with the person who knows how to get things done.
Unknown Author

by Skip Cohen

It's Marketing Monday, but with the clock ticking down to the holidays, there's not a lot of new ideas to share that I haven't written about already. You're down to the wire, but there's still time to influence late shoppers with gift ideas. With Thanksgiving next week, there's not a lot of time to influence business for 2024...but there's more potential out there.
 
A Holiday Family Portrait is the obvious choice, but unless you plant the seed, Mom's not going to think of it. You've got so many great options: a portrait of Mom and the kids for Dad, a full family sitting for the grandparents, or even Dad and the kids for Mom. While Dad isn't normally the target, Dads do have a reputation for last-minute shopping. 

It's Not Just a Photograph - This is where a call to your lab comes into play. You're not just planting the seed to get a new portrait done. Just pick up the phone and ask, "So, what's new?" You've got metal prints, canvas wraps, and a long list of other materials, not to mention frames, multiple sizes, etc. Even novelty items like mouse pads, coffee mugs, and barbecue aprons can come into play with a great image.

Outdoor Metal Prints: I've written a lot about this - it's another classic product with an opportunity to provide a totally new concept to so many potential clients. I'm a huge fan of BayPhoto's Performance EXT metal prints. We've had three of them outside for several years and only taken them in during hurricanes. They've survived the Florida sun and rain with no visible fading. ​

What About an Album? A Day in the Life session isn't just about photographing kids. What about an album that's a day in the life of a family? You've got an opportunity to plant an incredible seed with this one - spending a half day and documenting the life of a family, which is then presented in an album that tells their story. And it's perfect for the December holidays!

Date Night: I've written about this before, but here's where you get to remind Mom how long it's been since she and Dad got out to dinner without the kids! She's got to get the sitter, but it's another idea you've got to promote.  It all starts with a portrait session for 15-30 minutes at the start of the evening, and then you're going to send the couple off to dinner. Talk to the owner of a favorite romantic restaurant in your community and see if they'll work with you on a discounted gift certificate.  Build the cost of the certificate into your price for the sitting and print. Make it a package deal that essentially becomes a "no-brainer."

Gift Certificates: Just like those endless kiosks in CVS and every supermarket where they're stocked full of gift cards, you can do the same with the various products/services you offer. And it's perfect for last-minute gift ideas, making you the hero in capturing and creating a new family heirloom: a classic family portrait!

Here's the bottom line—this is about your bottom line. While time is extremely limited at this point, you still have time to make each idea work. But like the title of today's post suggests, procrastination isn't on your side—you've got to get things going right now and get the word out. Start with your existing client base and then look at other sources to reach your target audience.

The clock is ticking, and like I said at the beginning, don't snooze and you won't lose.

by Skip Cohen

It's Friday, and for us, it's definitely a TGIF kind of day. I've been AWOL for this past week with travel, a few challenges, still cleaning up after Hurricane Milton and having to prioritize writing blog posts. If I've learned nothing else in all my years in business, you simply can't do it all. However, except thinking about the possibility of one more major storm in Florida, I've got a clear head, and it's really good to be back!

The catalogs above were all in yesterday's mail—ten different companies, of which only five have an actual purchase history with us, and three of the five were at least three years ago. But once they have your name, they don't give up!

One common denominator is all the specials—from free shipping to significant discounts to buyer clubs, they're covering virtually every imaginable benefit of ordering early and making them your choice for the holiday season. There's so much we can learn from these companies.
​

• Planning: They have their act together regarding what they want to offer this holiday season. All of them started at least six months ago. If your timing has been off, and you're still undecided, use the time ahead to start thinking about what you want to do for the winter and spring...NOW. And there's still a little time to create a few well-placed reminders of gift ideas for 2024 using social media.
• Diversity: Several catalogs feature more than just the standard product line they're known for, but things outside their normal business, focusing on holiday needs. For example, gourmet foods and clothing show up several times in companies not known for these products.
• Timing: While yesterday was a big day for catalogs, we've been receiving 6-12 a week since just before Halloween. On a trip to Costco just before Halloween, they had a few Christmas trees, decorations, and lights already on the retail floor. In terms of email - everything is early this year. The justification seems to be that "Thanksgiving is late this year...so Black Friday is coming early." 
• Getting through the noise: While the direct mail catalogs prompted me to write this post, my email has been flooded with the same promotional material. My point is that everybody uses every vehicle to cut through the noise and get your attention. Sadly, because they're all doing the same thing, they're the ones creating all the noise they want to cut through!
• Photography: Whether it's tabletop commercial work, food, or clothing working with models - from the covers to the pages inside, most companies have done their homework regarding how their products are presented, along with the accompanying text.  

It's Friday, and I don't want to bury you in detail, but here are a few lessons you can learn from looking at your snail mail catalogs:

• There's no such thing as over-planning your promotions. Start early and think through your marketing approach ahead of the crowd.
• Pay attention to the text and descriptions of the offers and the products. Over the years I've seen so many promotions from photographers, that were barely understandable. Proof-read what you're sending out, but more importantly have a few other people read what you've written. 
  
• If you're a one-trick pony, it's time to diversify a little. Include a few logical specialties outside your core focus. A wedding photographer, for example, should include coverage of maternity, newborn, and children/family work. And if you don't have the skills or desire, look for a partner with those skills. 
• Create your own calendar to share the excitement of seasonal offerings. Start planting the seeds early, using social media, and then expand to direct mail and more intense email as your promotional dates get closer.
• You can't do anything about the noise out there, but you can do things that stand out and help create top-of-mind awareness for your business. For example, this is the perfect time to remind the community of your involvement. From charity walks to community fund-raising drives, be involved and then share your experiences on your blog, FB page, Instagram, etc. 
• Make your presentation stand out by showcasing the diversity of your products/services. Vary the images you share on your website, but keep them in line with your overall specialty. Show color, black and white, and technical skills like macro, dragging the shutter, etc. You don't need to step too far away from the basics to get people's attention. This should include traditional prints, canvas, metal, albums, and even videos, especially holiday cards.

Here's the bottom line - no matter what your specialty there's always time to keep your name out there and remind people what you do for a living!

​No matter what you celebrate - Don't procrastinate your way through this year's holiday season.

Wishing everybody a terrific weekend ahead!

by Skip Cohen

​In yesterday's post, I mentioned the importance of not being afraid to "hit the help button" when you need it. Since then, I've encountered multiple references to asking for help. The best was from author Cyndie Spiegel.

"ASKING FOR HELP IS A SIGN OF STRENGTH...Learn to ask for help. There is no prize for being the most independent. Asking for what you need is a sign of strength: it demonstrates a willingness to take better care of yourself and those you love by seeking the best possible help. In the same you'd willingly advocate for others, do the same for yourself."

We're ramping up into the 2024 peak of seasonality in imaging, and everyone will face unexpected challenges at some point. When that happens, stop thinking you have to solve every problem flying solo.​

"You are not alone: There is a great big world out there waiting to champion you and help you live your very best life."

by Skip Cohen

Forty years ago, at a Polaroid meeting, one of the managers was late. Someone yelled, "The power went out People were asking where he was when someone yelled out, "He's stuck on the escalator!" That set off a lot of chuckles. 

While looking through some old posts this morning, I ran across the escalator story I shared ten years ago. It's still so relevant, especially when I found the original video on YouTube. And while the quality isn't as great as what we're used to, it still makes the point!

Most of you know where I'm going on this one...

If we learned nothing else through the pandemic, learning to pivot is one of your most valuable business skills. Stop acting like you're stuck on the escalator when something doesn't go as planned! Over and over again, I keep running into new and well-seasoned photographers who simply hit the panic button when something doesn't go as planned. We're an industry with too many "Chicken Littles," and the sky is NEVER falling.

When you don't get the results you hoped for, you get to take a "mulligan" and another swing at the ball. It's not your only shot. Yes, there are some projects with more on the line than others, but the most remarkable thing about being an entrepreneur is having a chance to try things a different way.

One more analogy: Learning how to scuba dive isn't about swimming underwater. In fact, it's a relatively easy sport to pick up.  Learning to dive is really about knowing what to do when something goes wrong. In the same respect, being a professional photographer is all about knowing what to do when something doesn't go as planned - it's the reason to ensure your skill set is the best. f

You will make mistakes with marketing, promotions, social media, your blog, your website, and running a business. People are going to let you down. You're going to have moments of disappointment. Here's where all those trite one-liners about falling and getting up come into play.

Even more important is the way your network can be involved. Keep building your network and, in turn, utilize it when you need support. Don't be afraid to hit the "help button" and, oh yeah...I'm in your network, too. If you're stuck and need help, ask for it!

by Skip Cohen

​For years, I've been writing about one of the very best (and easiest) marketing tools for professional photographers and small business owners - a personalized holiday card. Well, I'm back one more time for 2024 because we're down to the wire. If you're going to get your card out in time to have maximum impact on brand awareness, NOW is the time to be working on it!

Here's why: NO PHOTOGRAPHER SHOULD EVER SEND OUT A STORE-BOUGHT CARD! You're an artist and should be using one of your own images. Don't trust your holiday message to a card company.

The concept couldn't be easier to pull together: It all starts with one of your images on the front of the card, and it can be anything you feel is relevant. Maybe it's a picture of you and your family, a still life shot, a landscape sunset or sunrise, or a macro shot of a flower you are proud of. The point is it's one of your captured images.

Inside the card is a pre-printed message and signature. The back of the card is just as important. Just like the old Hallmark commercial that had people looking for their logo on the back, it's your company name and contact information. And there's no such thing as too much information - show your email, website, and phone number. If you have a standalone studio, this is where the address goes.

​For years I've been sharing the holiday cards from Bleu Cotton Photography, always featuring Ali, Bleu, and Fisher. If there were an Oscar for holiday cards, they'd be the winner every year. But featuring themselves with an annual theme is just one approach.

A personalized holiday card is the perfect way to build more brand awareness and make your skills as an artist stand out in the community. Plus, it's ideal for a hand-written message for those special clients and influencers you're sending a card to, personalizing the card even more.

And for those of you rolling your eyes over the idea of doing anything snail-mail - think about how many emails you trash every day that never get opened. A great card is an outstanding way to get through all the noise and remind people what you do for a living. Plus, people save holiday cards and typically have them on display right through the holidays.

Marathon's annual holiday card promotion just kicked off this month and runs through the end of the year. That gives you plenty of time to put your images together with a special holiday message and have them in the mail on time.

Over the years, I've featured cards from so many different photographers. The challenge for you is to stop procrastinating and think about what you're using this December. So, what are you going to be sending out for 2024?

Remember, you snooze you lose!

The only limitations you have are the ones you've imposed on yourself.
Cyndie Spiegel

by Skip Cohen

​TGOO...(Thank God October's Over!) 

It's November, and that sense of wonder that comes with holiday seasonality is definitely in the air. Plus, it's Friday and the perfect time for a quick thing to think about—it's all in that quote above. The majority of our limitations are self-imposed!

Years ago, a young photographer said to me, "I'm a little guy and just getting started." As he continued to talk, he highlighted how much he still had to learn, what equipment he didn't have yet, and his limited network. In all honesty, it was one of the most frustrating presentations I've ever heard, as he then asked me to look at his portfolio.

He was missing self-confidence and remembering that everybody had to start somewhere. And what makes great artists even greater is all about their passion. I found myself responding by quoting Zig Ziglar: 

Here's my point - Too many of you, as both artists and small business owners, put limits on what you can and can't do. For example, financial issues like investing more in marketing, often become a lifeboat drill as you worry about the return on your investment. Yet, if instead of flying solo, you brought in two partners for a blow-out direct mail campaign, you'd cut your costs to 1/3.

Imaging as my buddy Scott Bourne once wrote, dis an equal opportunity employer - in other words, you're judged on the quality of your images, not on your pedigree! It doesn't matter how much you're worth, your race, or your age - people are going to first look at your work and know nothing about you.

So, if your dreams seem a little out of reach lately, take a break. Step back, think about what's slowing you down, and then start working on solutions.

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

Wishing everybody a terrific weekend. If you're in Sarasota, the Alzheimer's walk is tomorrow. Here's the link for more information.

by Skip Cohen

​For years, I've written about the importance of backing up your business, but my focus has always been on how your business would run if you personally had an emergency and couldn't be there for your clients. I missed sharing thoughts about what to do if everything to support your business and home disappeared.​

This post addresses just one topic: If everything you needed to support your family and business disappeared, what would be your "Plan B?"

Here's the scenario: With the last big storm, we left our home to head to safer ground at friends fifteen miles inland from the Gulf Coast. There was so much fear surrounding the forecasted damage from the storm that we rushed the process of packing up. We took that irreplaceable box of photographs that everyone has: phones, laptops, my favorite camera/lens, and even my big Mac. We were in relatively good shape to handle the storm - food, water, a few clothes, flashlights, etc.  But returning home, we'd lost power, cell service, and the Internet. When Comcast/Xfinity crashed, everything was taken with it.  

Through these recent two hurricanes, there have been so many people who were in much worse shape. I'm not whining about what we experienced, but it did provide lots of food for thought -  What's your game plan if the world turns upside down?

• Phone service: I've had everything, cell, and landline, in the Comcast basket - that's about to change!
• Cash: I took out a little cash, but not enough when the Internet disappeared for everybody. There were no ATMs, no electricity—everything was cash only for the next few days following the storm. Even at the gas station, the pumps ran on Wi-Fi and wouldn't take a credit card.
• "Who you gonna call?" It's not just a line from the Ghostbusters series; it is essential to have your contact list. We were fortunate to have Facebook to keep in touch with friends, family, and associates, but even that, once the storm hit, was sporadic and dependent on our cell service. While my cell has my complete address book, I'm putting together a list of phone numbers and email addresses of the companies we interact with daily. This is about easy access and not having to search for contact information when sucked into the chaos of an emergency. The same goes for a better way of finding my passwords! 
• Keeping in touch with the outside world became a challenge. Our little emergency radio became indispensable for listening to the news, but I could never find our local station, and I had to listen to broadcasts from Tampa, an hour away. 
• Extra fuel for the generator: Again, we never anticipated a loss of power for several days, when it's never been more than a day in the past. I don't want to stock filled gas cans. As a result, I invested in a decent siphon, and prior to any storm, the cars will have full tanks. An extra tank of propane also has a spot in my garage.
• "Ready-to-Go" Kit: We've had to evacuate a couple of times in past storms, but never with the reality of any extended stay. Again, hindsight is always 20/20. From clothes to medications to water and other necessities, we're now better prepared.
• The Pup-Pack: From food to a couple of favorite toys, their bed, etc., we now have one travel bag with a list of items that can be ready to go on short notice.

I remember seeing a billboard many years ago that said, "Accidents only happen to the other guy. So all you other guys - watch out!" We all watch the news, and it's been horrific. How many horrible stories have you heard and seen that left you speechless, but you still didn't do your own "fire drill" with your family and business?

It's a simple exercise - just ask yourself, "What if?"

by Skip Cohen

​It's Marketing Monday, and as I sat down to write today's post, I started thinking about what I could possibly write about that I haven't hit hard so many times in the past. Almost immediately, I thought about a concept I first talked about many years ago: a Day-in-the-Life shoot. Why? Because November and December are the perfect times to capture this kind of story.

• The concept is totally dependent on storytelling. Like capturing a wedding, a Day-in-the-Life shoot is event-driven and all about building an album.
• Creating an album to tell the story adds to the excitement and anticipation of the season.  
• A session like this utilizes all the skills of the photographer. From portraiture to photojournalism, it brings into play technique, lighting, and composition - everything it takes to tell the story of a family's adventure.
• It's a unique offering and can be an ideal revenue producer.

Here's the concept: While it's called a Day-in-the-Life, it doesn't have to be for an entire day. It could easily be a 3-4 hour block of time. You're capturing the activity of a family, a child, a pet or even a business in their environment. It's about the interaction between the members of a family or employees, if it's a business story.

For example, November is coming up, and family members are going to be getting together to make Thanksgiving dinner. It's one of the few holidays that younger family members often get to participate in creating a holiday meal. For example, Mom and Grandma work together to make the menu, and the kids get to help with the preparation. It's a family event, and so often a full day of work comes down to the first thirty minutes of serving. Even setting the table is a special event, which often looks like a war zone once the first slice of turkey is cut! 

Just like a wedding, it deserves its own album. The wedding party is the team of chefs creating dinner. The detail shots cover everything from cooking utensils to the centerpiece to the table settings. The reception is the dinner itself. Throughout the day, it's about capturing the memory of everyone working together on recipes that have often been in the family for generations.