by Skip Cohen

Over the years, I've written a lot about the importance of great Customer Service. For most of my life, I've been involved in some level of service, starting out in my Polaroid days, when the first SX-70 cameras were 300% defective.

Today, in a world of AI, online communication, and robots, we all face the challenge of communicating with a live body! Companies like Comcast lead the way in frustrations - too often, the focus on the customer is forgotten!

But today's post is about a company that surprised me and simply did it right! About six months ago I bought two pairs of sneakers online from a company called MLO.

Aging comes with its fair share of changes. For me, one of them is neuropathy in both feet. What I loved about the videos on the MLO site and their Facebook ads was the weight of the shoes. That, together with a great price, I gave them a shot.  It was like wearing my favorite pair of slippers - they were light, unbelievably comfortable, and they looked good.

So I bought two more and a few months later, another two pairs. However, one of the pairs was a different style, and they didn't fit as well. This morning, I contacted them via email, anticipating dealing with another overseas company that would show no regard for customers. I had already anticipated a slow or no response scenario.

I WAS SO WRONG. Within a minute or two of my email, I received a response with a couple of questions. I responded and heard back, again within minutes. One more round of emails and they resolved the challenge and are said they would send me a replacement pair. Within 30 minutes of my first email, the replacement shoes were already on their way!

MLO isn't just a manufacturer of a great shoe line; their service is second to none.

Providing GREAT service is one of the keys to every business's success. No matter how good your product is, without top-notch customer service, success will always be out of reach. Here are six points to help you build a stronger business:

• Response Time: Do you check your email and phone messages multiple times each day? You need to respond as quickly as possible to set yourself apart from your competitors.
• Finding Solutions: Whether you or a team member is working on it, find solutions to challenges quickly. And when there is a problem, NEVER hide from an angry/frustrated customer.
• Exceeding Expectations: Every customer interaction is an opportunity. From the quality of the products and services you offer to each inquiry and interaction with the public - never walk away saying, "That's good enough!"
• Speed Isn't Just About Your Response: Never assume your website is working the way you think it is. Check things every day on different platforms.
• Simplicity: Too many of you have policies and disclaimers on your website that would scare an IRS auditor. Keep things simple in your policies. For example, save the discussion of penalties for noncompliance for when you're discussing your contract/agreement.
• When in Doubt - Use Your Phone: Rather than always replying to emails in writing. Have you tried calling the customer? Often, there are easy-to-answer questions that allow you to react even faster than through the written word. Plus, email and text messages are limited in conveying sincerity - whereas a phone call allows you to talk to the customer on a far more personal level.

And to the team at MLO - thanks for exceeding expectations and making yourself habit-forming. 

“Accidents only happen to the other guy. So, all you other guys, watch out!”  
Unknown Author

by Skip Cohen

I recently ran across a post I'd written many years ago about the importance of a backup plan. Remember Murphy's Law? Well, the Second Murphy's Law is simply, "Murphy was an optimist!"

For the last few weeks, it's become obvious that we've pissed off Mother Nature...Floods, tornadoes, fires make the news every night. Now add to Mother Nature's challenges and your own vulnerability, and you've got more than enough reasons to have a backup plan for your business!

Far too many of us have learned the hard way about the challenges of not backing up our files. I hear stories every day about drives that crashed, memory cards that were lost, and the horror stories that followed as people tried to recover once-in-a-lifetime images. So, knowing that we all back up our files and pray we’ll be prepared when the sh** hits the fan do we really have all bases covered?

We’re ready for just about anything, but we don’t back up ourselves! What happens when something comes up and you suddenly find yourself out of commission?  I won the battle with the gall bladder from hell sixteen years ago, but the fight put me out of circulation for two weeks. During that time, had it not been for my good buddy, Scott Bourne, stepping in to help me, the momentum of my blog and various projects would have been completely lost.
​
Ask yourself one question: If I couldn’t work for the next five days, who would know what needed to be done in my business?  Then work up every scenario.  What if you can’t make it to that wedding you were hired to shoot next weekend? What if a family emergency pulls you away from your business? Just go through the exercise of making sure you’ve got a plan.

Throughout the Florida coastline, you’ll see signs reading “Evacuation Route.” And when we were kids, we did countless fire drills so that everyone knew what to do in an emergency. Why as adults do we think we’re invincible?

You’re working too hard to build your business – don’t risk it all by not having a back-up plan.

Many years ago I saw an auto safety billboard with the quote above, “Accidents only happen to the other guy. So, all you other guys, watch out!”  Sure seems to fit with the way so many people never prepare for that “it’ll never happen to me” crisis!

*Rant Alert!* While we're all guilty at times of something slipping through the cracks, many of you are turning missed opportunities into an art form! Every time you're in public, whether physically or in cyberspace, there's a chance to show your skill set, not just as an artist, but as a business owner.
​

• Dress the Part: I'll be the first to admit I'm old-school, but if you're meeting with a client, talking about sponsorship with a vendor at a trade show, or working an event - look like a professional. Whatever your look, people do judge a book by its cover. These days we live in a casual world, but as a professional in any field, when in the public eye, don't be afraid to raise the bar.
• Shark Tank Syndrome: We all know the show. Now and then there's a presentation that's half-baked. A business owner is pitching on Shark Tank with a bad presentation and when asked very specific questions, they can't answer. Why? Because they didn't do their "homework." They're not prepared with the most basic answers. If you're going to look the part, then make it a point to BE THE PART!
• Walk the Talk: You've got two ears and one mouth, so listen twice as much as you talk. Verbal communication is a two-way street. Take the time to listen just as much as you're talking. Listen with a goal of understanding. You can tell when talking to somebody if they're really listening or immediately thinking of what they want to say in response!
• A Firm Handshake: This is really old-school, but it was a lesson my grandfather taught me early on. And make eye contact- you're building a level of trust with each handshake, even when it's more casual and social.
• Remember Names: It took me a year to get into the habit of repeating somebody's name out loud when we've just been introduced. And as you get older and your short-term memory starts to thin out, this practice becomes even more critical.
• Email Contact Forms: It's great that on any website you can have a contact form for people to communicate with you, but what good does it do if it takes you days or even longer to respond? How do you feel when you contact a company, and they don't get back to you ASAP? If you want to build a reputation for being service-oriented, then it starts with how fast you respond.
• Texting Technology: We live in an instant-gratification world, and texting technology lets you respond immediately. But pay attention to the original text. So often, I find that whoever I'm texting has missed part of what I was asking. And remember, 82% of text messages are read within 5 minutes, but consumers open only 1 in 4 emails.
• Stop Writing Like a Moron: I've received a few emails lately that were impossible to understand. The sad thing is there's help if more people will use Spellcheck and Grammarly.
• List Your Phone Number and Share It: Mobile technology is available to EVERYBODY. Have a dedicated line for your business and stop letting your kids answer the phone!
• Answer Your Phone Professionally: I know this is basic, but I'm amazed when people answer the phone like they just walked by an old payphone in a bar that was ringing! Once again, be a pro.

And, one last area to talk about - the Internet. There are no erasers on the Internet. Stay out of battles that aren't yours on Facebook. When expressing your opinion, do so professionally. Don't write anything you wouldn't want the world to read. Remember, you'll never win taking on a troll or acting like one!

The time to have the map is before you enter the woods.
Brendon  Burchard

by Skip Cohen

There are so many times over the years that I've seen artists too reactionary to changes in the business climate. Business is slower than anticipated, and they've decided, without any serious planning, to take a knee-jerk approach to their marketing.

It's great to be able to pivot when needed, but it's important to spend a little time planning your "trip" before you decide you're already lost. That's where the "map" in the quote above comes in. It's thanks to Lou Mitchell, who went on to write:

Entering any new or challenging situation without preparation can lead to confusion and setbacks. By having a clear plan and understanding before starting, we equip ourselves with the tools needed to navigate successfully and reach our goals.

Whether business has been good or bad through the 2026 Spring seasonality, we're headed into summer, a time that can be virtually anything, up or down, in business. Whatever it is, now is the time to think about what you can do to create excitement in the months ahead and set the stage for fall/winter/holiday seasonality.
​

• Think about your goals. There's no such thing as over-defined goals.
• What actions do you need to take to meet your expectations?
• What expenses are necessary for the direction you want to take?
• Who in your network can help you the most? Partnerships, when done right, are always win-win.
• What's your plan to track your progress towards your goals? Have you developed a timeline for achieving your goals?
• Do you have the skills and the gear you need to accomplish your goals? And if not, what's the timing on getting what you need?​

The bottom line is simple: What do you need to do to go to sleep at night relaxed and smiling, and wake up the same way in the morning?

There's a great expression in scuba-diving...Plan your dive, dive your plan. You're at the bottom of the ocean with limited air, and you don't want to waste a minute! So you talk with your dive buddy and come up with your plan!

Wishing everybody a terrific weekend ahead, and for all you Dads out there - Happy Father's Day.

We say what we do, we sometimes say how we do it,
but we rarely say why we do what we do?
Simon Sinek

by Skip Cohen

With the quote above, author Lou Mitchell wrote:

While it's common to focus on why we do and how we do it, true inspiration and motivation come from knowing why we do it. This deeper understanding can drive our actions, align our efforts with our values, and inspire others.

So, it's Hump Day, and I like to keep it light, or at least easy to follow through on whatever idea I'm sharing. A few times over the last ten years, I've written about finding your "Why" - it's an easy concept, but in reality, a tough assignment.

Most of you are artists involved in virtually anything under the imaging umbrella. What I love the most about this business is that everyone has a different story of how they got here. For me, it was all accidental, but the longer I was in the industry, the more I grew to love it. Today, I can't imagine any other career path I could have chosen that would make me as happy as this one.

Take a few minutes and think about your "Why." And if you're having a hard time, maybe it's time to modify your journey.

There's a great story I heard years ago, about finding why...

A little girl is watching her mother make a roast beef and asks why she cuts 2 inches off the roast and throws it away...before it goes into the oven. When she asked why, the mother said, " Because that's the way my mother taught me."

So the little girl goes to the grandmother and asks the same question. The grandmother responds, "Because that's the way my mother taught me."

Last but not least, she goes to the great-grandmother and asks, "Why do you cut a piece off the roast beef before you cook it?" The great-grandmother responded, "Because I only had a pan this big, and she held her hands about ten inches apart.

There are so many of you who operate on habit and tradition, never questioning whether or not what you're doing is the best way to complete the task. You're comfortable because you've never challenged what you're doing. Does it make sense? Is it the best way to, for example, grow your business?

Remember, growth only happens outside your comfort zone. And while I normally use that line to refer to expanding your skill set and diversity in your style, it really applies to everything you're doing as a small business owner.

Take the time to find your "Why." Whether it's the big things or the minutiae that come with running a business, don't let anything get in the way of your success or happiness. Success is far more than just the bottom line. It's all about waking up every morning with a smile on your face!

Happy Hump Day!

​by Skip Cohen

I started this series to help artists and small business owners in photography fine-tune their businesses to make 2026 one of their very best years. Social media has become your number one vehicle to keep in touch with your target audience. That means your blog (any social media presence) is more important than ever. It's your best way to maintain brand awareness, but it needs to be done right!

I'm sharing tips from my experience, input from other educators in imaging, and great advice from my good buddy, Scott Bourne. There's no excuse for procrastinating on the things you should be doing to establish a greater presence. And if you don't have a blog, then substitute the tips below in your social media presence on any other platform.

1. "Mom" Appeal: For most of you, your target audience is "Mom." Women make 98% of the purchase decisions to hire a professional photographer in the portrait/social categories. That means your content needs to have appeal to Mom, but so does the look and feel of your social media presence. Your content needs to be relatable to your readership.
2. Gift Ideas: The holiday season might seem like a long way off, but NOW is the time to start planting seeds for gift ideas with photographs.  From frames to albums to canvas and prints, technology has made your choices virtually unlimited. I've written this before - photography is the perfect gift idea. No grandmother ever has enough pictures of her family!
3. Making Your Audience Better Artists: There are things you do every day as a photographer that you take for granted. Help your audience do a better job of capturing images of their family - even if it's just with a cell phone. Share ideas on composition, lighting, fill flash, and storytelling to help your readers get better results.
4. Throwback Thursday: Use your throwback images to remind your audience how fast the kids are growing up, and their families are changing. It's like the old "Subliminal Man" on Saturday Night Live - you've got to plant the seed for an updated family portrait this upcoming holiday season.
5. Be Consistent: Consistency is crucial for building readership, and if you find yourself blogging or sharing content on social media every full moon, you're better off shutting down the blog entirely. Come back when you can make the commitment it deserves.
6. Build a Stash: Every post doesn't have to be done in real-time. They can be written in advance. Build a stash of posts you can use, and then don't relaunch your social media presence until you've got 12-15 posts ready to go and in the pipeline. Then alternate between posts in your stash and something fresh each week.
7. Guest Posts: Sharing and exchanging content with other artists helps you build stronger awareness. Look for partnerships where you swap material with other photographers and groups within your community. No photographers you want to work with? Then consider other vendors with the same target audience.
8. Support Your Community: Writing about upcoming community events gives you more traction for giving back. It also helps define your role better as somebody who's helpful. You're likely to find the sponsoring associations for each event you help publicize, who will share your information and help you build more awareness.

In today's post, including five tips from Scott Bourne below, you've got 13 ideas with a minimal overlap. Your social media presence has never been more important than today, when live interaction with your clients and target audience is often too limited.

Can you survive without a blog? Sure, but here's why it's so important. Your website is about what you sell. Your blog is about what's in your heart. The two work together, just like publicity and advertising to help you establish a stronger brand.

Building Traffic for Your Blog - Five Primary Tips
 by Scott Bourne
​
If you're attempting to become (or already are) a professional photographer, in my opinion you need a blog. But not just any blog will do. Your blog needs to be an extension of you. It needs to show off your work for sure, but it also needs to show off your personality.

Once you build a blog, it won't do you much good if people coming to it don't stick around, because you aren't giving them a reason. So here are five ways to increase your blog's audience.

1. Avoid too many ads, too much sales talk, too many banners and too many commercials on your blog. Make sure there is a nice content to marketing ratio. Read your blog as if you were someone else and ask yourself, would I find this blog to contain enough helpful, valuable information to put up with "X" amount of marketing.

2. Publish your blog on a dependable and regular schedule. While publishing new posts every single day will get you a bigger audience faster, it's not a requirement. What is important however, is publishing with consistent frequency. Publish every Monday, Wednesday and Friday for instance and let your audience know the schedule. Whatever day(s) you promise to publish, stick with it so people know there's a reason to come back and more importantly, so they don't forget your message.

3. Tell stories. Be engaging. Talk more about your subject expertise or your clients than yourself. Make sure your content solves a problem for someone else, not for you. Narrative is a powerful form of communication. Use it.

4. Be yourself. You can't make a blog work unless it's honest, transparent and truthful. It has to be written from your very own true perspective, NOT the perspective you THINK people want to hear. It's way too hard to be someone else and to keep it going. Just be yourself. Not everyone will like what you do. Don't worry about that. There's a big world out there. You only need to reach the people who DO like what you do - the rest can head on down the road to find someone or something else. Life goes on.

5. Be helpful. Make sure every blog post provides the possibility of help to your audience. Your content has to be useful, or nobody will care about it. The more targeted, and niche oriented, the better. The more problem solving the better. 

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

by Skip Cohen

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

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

Happy Hump Day!

by Skip Cohen

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

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

Wishing everybody a terrific weekend ahead!

by Skip Cohen

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

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

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