by Skip Cohen

​It's Marketing Monday, rolling in right after a holiday weekend. It's a great time to consider ways to grow your business, notably by expanding to new products and a new target audience.

While wandering through the SCU archives, the artwork above came to light. It's a powerful statement and excellent advice for any entrepreneur.

As I thought about how many photographers need to diversify and expand their target audience, I thought back to ideas that came out of the pandemic. Back then, I shared a post about JP Elario doing Facetime portraits for clients as he worked through a small part of the challenge with physical distancing. In contrast, Steven Gotz's idea of converting family portraits to coloring book pages for young children provides an easy way to keep in touch with clients while utilizing archived images from your files.
 
Well, here's another one and the need is still enormous - outdoor seating at restaurants!

One ingredient to bring back business following the pandemic was outdoor seating, but most restaurants, especially those that didn't offer table service outside, needed help in the decorating department. Well, it's summertime, and the pandemic is in the past, but the need is even greater today! 

It's a perfect application for Bay Photo's Performance EXT Metal prints. I wrote about my own experience many years ago.

The original EXT Metal print on the right, was physically damaged by a contractor working on the house. However, it was reprinted, and the image has been outdoors for at least five years. While under a microscope, there may be some deterioration; there's nothing visible to the naked eye. It's been outside the entire time, exposed to the sun, heat, and rain of South Florida.

The two smaller images have also been outside for approximately the same time, and with even less shelter from the elements. They's just as beautiful today as when they were hung, and have only been brought in during hurricanes!

Two Additional Markets to Consider

Restaurants: 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. Additionally, 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. Just about every client you've photographed over the years has a back porch or patio, some area outside their home or apartment. Let's encourage people to appreciate artwork outside their own homes. 

Here's an opportunity to offer something different and exciting to your existing audience. Let's start to plant a few marketing seeds with a new audience. The concept is also ideal for creating engaging content for your blog. So, from restaurants needing a more substantial presence outdoors to photography for their websites to helping clients bring photography to a new location in their home - most of you are sitting on an untapped market.

You're the only one who can plant the seed for new ideas with your target audience...but you also need to follow through and take action. You need to be an innovator!

by Skip Cohen

If your website isn't working the way you planned, there's no way your target audience is going to understand why. It's not like road construction with plenty of warnings, cones, barriers, detours and signage! If a consumer can't get to where they want to go on your website, they're simply going to leave and go somewhere else.

​Spring seasonality is over. We're into summer business, and for those of you outside the bridal world, it might even seem a little quiet at times...but that doesn't mean there aren't things you should be doing to keep your business going strong.

Here's a topic that should be at the top of everybody's list: Is your website working properly?

We all have the same challenge: getting our website to look the way we want it, work the way it should, and get the support we need when we need it. The reality is that it's not a perfect world, and every website should be regularly checked and on different devices. 

If your website isn't working and creating a great experience for visitors, it's the equivalent of not unlocking the front door of a brick-and-mortar building. Customers can't get in, but you forgot to open the door and are wondering why business is so slow!

​Years ago, I received a great suggestion from an attendee at a marketing presentation I gave at the IPI Summer Convention.

"We have six people in the company.  Every morning, when they boot up, their landing page is a different page on our website.  That's six different pages that get checked first thing before we even start the day!"

Your website should be checked on different browsers, viewed on your phone as well as your computer, and links checked to ensure people get to where you want them to go. It's not rocket science—just good business. And according to the latest stats from Google via Statista.com, mobile devices account for almost 63% of global Internet traffic.

Many years ago, there was a TV campaign with one line:  "It's 11:00 PM. Do you know where your kids are?"  Well, it's time to modify and bring that line into business, and 2025...

"It's the start of another business day - do you know if your site's working?"

by Skip Cohen

​I don't usually quote lyrics from country songs, but I just heard "Backup Plan" by Bailey Zimmerman and Luke Combs, and the lyrics to the chorus are perfect words to live by!

It's Friday, and this is a short post. Everyone, at some point, hits a wall when something they were working on or hoping for just doesn't happen. But here's the point - listen to your heart first. Next, stop listening to people who don't share your vision. It's hard enough to be in business today without feeling like you're swimming upstream because the doubters in your life seem to think they have the right to redirect your energy!

Wishing everyone a weekend with time to relax, dream, and make a little progress on whatever vision you have for your future.

If you think you are too small to make a difference, try sleeping with a mosquito!
Dali Lama

"The future of marketing is not just getting attention, but keeping someone's attention."
Tagline from a Spotify webinar ad

by Skip Cohen

​When I saw the quote above in an ad format, it made so much sense. It's the ongoing challenge of marketing, especially for small business owners. Plus, we're through Spring seasonality with Father's Day batting cleanup. So, what can you do to continue building momentum and increasing brand recognition for your business?

Just like Subliminal Man on an old SNL routine, you've got to maintain a presence with your target audience. It doesn't always have to be direct contact, but a continual flow of branding is necessary to build recognition and top-of-mind awareness. 

• Community Involvement: People like buying from companies they perceive as giving back to the community. You're looking for the community to be good to you, so you need to be good to your community. There are numerous ways to get involved, from major national events and fundraisers to local school, church, and Chamber of Commerce activities. And while finding ways to stand out as a photographer, it's more important to be involved, whether or not you're clicking the shutter.
• Partnerships: I've written so much over the years about partnerships. Partners help you reduce your costs and expand your reach. 
• Direct Mail: Think about how much noise is in our lives. A well-designed postcard mailing to your target audience can help you cut through the noise and increase brand recognition. It's also a perfect vehicle for partnerships.
• Email blasts: A good email blast has to be targeted. While some people feel strongly that you need big lists and shotgunning the market because you're bound to hit something, I'm just the opposite. I'd rather invest in smaller more defined target lists that hit the right demographics.
• Follow-up phone calls: Calling a past client doesn't need to be intrusive; it just needs to be helpful. Your past clients, unless you've behaved like a complete idiot, are your best ambassadors. Just an occasional phone call to check in on how they're doing can help build the relationship.
• Own Your Zip Code: This is old school and involves pounding the pavement. It's all about getting to know the businesses in your area, but more importantly, they need to know you. And you don't need to be selling anything; just introduce yourself with something like, "I just wanted to meet you guys. My specialty is ____, but I've got an incredible network. If I can ever help with any of your photographic needs, just give me a shout." Leave your business card, and that's it - soft sell and simple.
• Social Media: Whether you're a blogger or just active on Facebook, you need to maintain a helpful presence. For example, if you're working with a non-profit on a specific event, then write about it on your blog or social media sites. Be an ambassador for associations and causes you believe in.
• Photographer Guilds: Get involved! This is about building your network so you always have solutions, even when you might not have the specific skills for the task.

Here's the bottom line: Summer is here, and you need to maintain your presence in a way that is supportive without being overly aggressive. It's about keeping that top-of-mind awareness I mentioned earlier.

It's no good running a pig farm badly for 30 years while saying,
'Really, I was meant to be a ballet dancer.'
By then, pigs will be your style.
Quentin Crisp

by Skip Cohen

Over the years, I've met many photographers who have shared their regrets about the direction their career path took. However, the revenue stream was substantial, and it was too risky to consider a change. Yet, they still have a passion for another specialty and a chance to be more creative.

Senior photography is one of those areas that people have found it was hard to break into. So, they gave up chasing the idea. My point isn't so much about what a great direction it can be for a career, but if you're going to take that path, then do it right!

If you're interested in the senior market, the first thing you need to ensure is that you've the right skill set, not just with your camera. You need excellent communication skills and the ability to establish a strong relationship with your subject.

For many seniors, this may be their first time working with a professional photographer. They're as nervous about getting a portrait done as they are in dealing with some of their own self-esteem issues. That means your listening and conversational skills must be as good as your understanding of exposure, composition, and lighting!

But here's the real point of today's post - you don't have to develop the senior market alone. Check out Marathon's "Power of 3" Senior Marketing program. It's direct mail at its best, with the expertise of the Marathon staff to watch your back and help you develop an effective program.

For example, check out the strategy and timing below of their 3-point program, as well as the optional fourth "last chance" piece.

• Mailing 1: Introduce yourself and create awareness that it's time to think about senior portraits and become a part of the class of 2026.
• Mailing 2: Give seniors a chance to take a second look at your photography and recognize your studio as the best choice for their senior portraits.
• Mailing 3: One more chance to convince seniors that your studio stands out from the rest and that you offer the creativity they expect for their senior portrait experience.
• Optional Mailing 4: For only 96¢ per name, you can add another "last chance" card to let seniors know they must call now or they will miss out. Custom design is an additional $65 for this card.

At the very least, finding out more about the program should be a no-brainer. It costs nothing for you to get more information. There's an unlimited combination of design components for you to choose from, but everything starts with your interest in expanding your expertise into the community.

Even better, to help you build your brand as a senior photographer, the available design for each 3-part mailing is limited to only one studio per marketing area. It only takes a phone call to find out what's being done in your area.

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

If the senior market is something you've considered, then pick up the phone and give the Marathon team a call! Click below to find out how to get your Senior Power of 3 sample pack or call (800) 228.0629 to speak to an Account Representative.

by Skip Cohen

​It's been a crazy week regarding special projects, eating up the clock, and finding time to post. It was so busy that I even missed my favorite day of the week...Throwback Thursday. I'm writing today as a reminder that we're down to the wire, and if you missed doing anything for the first "race in the trifecta," Mother's Day in the US this weekend, you've still got graduation and Father's Day over the next five weeks!  

Too many of you still consider active marketing something you only need to do when business is slow. You procrastinate and wait for your ship to come in, but when it does, you find yourself at the airport! I'm here to remind you that it's time to wake up and aggressively go after Spring Seasonality!

by Skip Cohen

Ever think about the impression you make when a potential client walks through the door...of your website?

A future client wandering through cyberspace is like shopping for your mother's birthday present. You know you need to get her something, but you don't know what. The solution is to wander through the stores in the mall looking for ideas. So many of you don't realize your website is one of those stores.

In the United States, an estimated 273 million people, or about 80.4% of the population, shop online.This number is projected to increase to almost 289.91 million by 2027. (Google A.I.) 

When people come to your site, are they walking through Nordstroms, where everything is easy to find and nicely displayed, or is your site the equivalent of Macy's the day after Christmas? Your website needs to be an experience and have a look and feel that connects with the shopper.

We didn't realize we were making memories.
We just knew we were having fun.
Anon

by Skip Cohen

​Throwback Thursday is my favorite day of the week, and between my archives and new material, I'm jumping into the time machine for one more round of well-respected professional photographers when they were seniors. Not everyone had access to their formal senior headshot, but all the images are from that time in everyone's life when they were launched into adulthood.

From top left: Gary Box, Chuck Arlund, Michele Celentano, Vanelli, David Beckham, Kevin Gilligan, Gustavo Fernandez, Bruce Hudson, Joe Buissink, Dawn Davis, Joy Vertz, Judy Host, Matt Meiers, Bryan Caporicci, Melanie Anderson.

In last week's post I included both my senior headshot with my Mom's. Here's mine with my Dad's, thirty years apart. At the time, hand-coloring was the rage.

Senior photography continues to be one of the fastest-growing specialties and has never slowed down in terms of popularity and recognition. It's a special time in everyone's life, and that awkward time as we all headed into independence. Yet, we were still very much tied to our families and homes, but ggraduation has always been a celebration.

Senior photography today is much more focused on storytelling and different presentations of their images. For example, I'm using the shot from Marathon Press again to show just one aspect of what's available today, grad cards. There was no such thing as grad cards years ago. The wallet-size shots in the packages our parents bought were the most popular. That's what we all shared. 

​Marathon has 75 different Grad Card Design Collections.​ I grabbed the screen shot below to share a small taste of the variety of what you have to choose from. And, their free gold foil on 5x7 cards is going on until May 31.

Marketing to seniors, if done right, can be an incredibly rewarding part of your business. But don't underestimate the skills required to be successful. It requires a different skill set than when so many of us were seniors.

You need great communication skills. Success today is all about relationship-building, connecting with the subject, capturing their personality, and combining it with maximum creativity. Sure, understanding lighting, posing, and composition is a necessity, but telling the story of a senior today is such a strong part of imaging. It's well beyond just knowing when to click the shutter.

Meanwhile, congrats to the class of 2025, and a BIG thanks to everyone who's been sending me their senior shots, regardless of how far back they go!

​Happy Throwback Thursday!

Never forget how to take care of yourself because others won't forget how to use you.
Unknown

by Skip Cohen

​It's Hump Day, and I try it keep it relatively light, but depending on your state of mind, today's topic could be just a quiet reminder or a critical point to help you focus.

Now and then, I share a point from Lou Mitchell's book, Mastering Positive Thinking. A few days ago, he shared the quote above and then went on to write:

Self-care is not a luxury but a necessity. In a world where demands and expectations are constant, and burnout is one of the most prevalent illnesses, it's easy to prioritize others' needs over our own. However, neglecting self-care can leave us vulnerable to being taken advantage of, as people often remember how to use our strengths and resources for their benefit. Learning to say no to preserve yourself is key.

The world is nuts right now. From pissing off Mother Nature to the economy to the political arena, we're flooded with fake news from all sides. On any given day, most of us are fighting off some level of anxiety over the future. With the exception of the weather report, we don't know what to believe. 

At the same time, it's so easy to forget about self-care and help friends and worthy causes, putting our own needs on the back burner. I'm not suggesting anybody become selfish, but being just a little self-centered isn't a bad thing. Caregivers for family members with Alzheimer's learn early on that they can't take care of their loved one if they're not taking care of themselves first. It's no different than a flight attendant speech reminding you that if you're flying with a child, put on your oxygen mask before putting on your kid's.

Lou Mitchell went on to write: Are you taking adequate care of yourself, or are you constantly catering to others' needs? What boundaries can you set to ensure you prioritize your well-being? How can you integrate self-care practices into your daily routine to maintain a healthy balance?

And there's my point - you need to set some boundaries. For me, one area that needs my attention is what I read. I've stopped scrolling through all the bullshit on Facebook. There's one post after another that's fake news, and it's from all sides, as more and more people think their opinion is the only one. Sheila and I have even developed our own technique for watching the news - we pre-record and can get through Lester Holt and David Muir, both 30-minute news broadcasts, in less than 15 minutes!

This doesn't mean we accept the craziness in the world; it's just that our own sanity comes before allowing us to get upset over reports that are yet to be proven true! So, whether it's more sleep, exercise, eating better, setting boundaries on input to your life, or just taking time to smell the roses - you know how to hold focus with you camera, but what about YOU?

Wishing everybody a day when you can focus on what you need most!

​Happy Hump Day!

by Skip Cohen

We're into Spring seasonality, but there are still too many of you who instead of taking action to build your business, are waiting for the sales or marketing fairy to come in and sprinkle success dust on your career! The result is endless procrastination, and soon it'll be too late to have any serious positive impact...so, STOP PROCRASTINATING!

Since starting this blog in 2013, I've done several series of posts to help small business owners, primarily photographers/videographers, build a stronger business. This current series, Business Breakthroughs, started at the end of January. There have been twelve different topics. From ending procrastination to keeping negative people out of your life, and everything in between, I've covered so many significant challenges you face.

The biggest challenge for every business is breaking through the noise—the chaos in your target audience's lives that distracts them from recognizing the importance of your role in the community. Many of you forget your value as a magician, helping people capture intangible moments and turning them into memories that last a lifetime!

Below are twelve links to past Business Breakthroughs. Spring seasonality is on your doorstep, with Mother's Day, prom season, graduation, and Father's Day all coming up over the next two months. All along the way, there will be opportunities for you to grow your business and increase revenue...but I can only help with ideas. 

You're the only one who can build your business and turn 2025 into one of your most successful years as an artist. Each banner below links to the original article. Think about where you need to fine-tune and then attack the challenge.

I have a few more topics to share, but if you're stuck and need more help, you know where to find me!

*Quote by Janet Dailey

by Skip Cohen

While this is a Marketing Monday post about the business of imaging, Steve Jobs's quote is good advice for just about everyone I know in today's opinionated, polarized political environment. However, I'm staying on point and sharing ideas related to being a photographer, videographer, and small business owner.

Photography is an art form that family members and friends often misunderstand. They don't understand your passion. They assume you're going to starve in the process. They may never have seen your work and question whether or not you're good enough. They don't understand why you can't just go out and get a "real job"!  Sound familiar?

On the old GoingPro podcasts, Scott Bourne and I talked a lot about surrounding yourself with people with positive attitudes. You need to block out the "Negators." It's not out of Greek mythology, but it should be.  Negators are people who are so unhappy in their own lives; their only joy in life is screwing with yours!

The result is most often serious damage to your self-confidence. So, here are a few suggestions to help you stay focused (pun intended) and give you a little reinforcement. You know how to focus your camera, but do you know how to hold the focus on your career path and your business?

• Surround yourself with positive people. While developing more positivity, it all starts by toning down the Negators in your life. Sooner or later, the Negators will hopefully come around, but for now, those people who are throwing up the roadblocks need to be kept on the sidelines. The only thing they're contributing to your life is stress!
• Look at old images. Go back and look at the images you captured early on in your career. It might have been a party you photographed, a landscape while on vacation, or maybe just a few shots of your kids. Now, compare them to where you are today. If you don't see a difference, you're in trouble, but most of you will see growth in the way you compose and expose today. As you get more experienced, there should be some serious changes seen in lighting, composition, depth of field, and your creativity.
• Roberto Valenzuela suggested a terrific tool for practicing the craft on a GoingPro podcast many years ago. He suggested you go back to the last wedding you photographed and look at all the bad images.  "Look for what you missed and learn to understand why each image wasn't good!"
• Enter some images in print competition. This is a personal favorite. Whether you enter prints or not, at least attend the judging at the next convention, where it's open to the public. Listen to what the judges are saying about each print. Use their suggestions as guidance for your own work.
• Find yourself a supportive Facebook forum. There are so many groups within photography, and while you'll occasionally run across a troll who doesn't like the images you share, just remember, "Beauty is in the eyes of the checkbook holder!"
• Join your local chapter or guild of professional photographers. Sooner or later, everyone shares the same frustrations. A local chapter of other artists becomes a support group and an essential part of your network. There's a lot of good comfort in knowing your peers share some of the same concerns and frustrations. 
• Don't respond to trolls! When you do step out into the public forums and get shot at by a troll, don't let yourself get caught up in the battle. Don't respond. They hide behind the anonymity of their computer screens. Your silence is far more effective at driving them mad!

Most important of all...Listen to your heart. It sounds hokey, but you know what you feel inside. You know what your gut instinct is saying about your passion for being an artist. You know what's a good fit, but negativity will slow you down. 

It's April, and the "busy season" is about to start picking up everywhere, in spite of everyone's fear of the unknown with the cost of living and the economy. But here's another way to look at all the challenges we're dealing with today—creating special memories with family and friends has become even more important. Nobody can take away great memories, and as an imaging artist, your skills in helping people capture them is even more valuable today.

​You've got the best part of the year ahead of you. It's time to really dig into your journey. And if you need a little help from one of the industry's biggest cheerleaders - you know where to find me!

by Skip Cohen

I started this series to help photographers overcome the chaos that prevents them from making their businesses a greater success. While some of you may think paying attention to your phone style is outdated, replaced by texting and emails, it's anything but obsolete. The art of conversation is desperately needed more than ever in business today.​

How you handle yourself over the phone is at the top of the list of critical marketing tools. Even though email and texting drive the world, a live call is still one of the very best relationship-building techniques in business!

There was a time when "Ma Bell" used to teach classes on phone etiquette for business clients. I remember being sent to a workshop in my Customer Service days at Polaroid and thinking how stupid it was to suggest I didn't have the skill set to answer the phone. But it wasn't about answering the phone; it was about using the phone as a customer service tool.

At least once a week, I'm chasing a company to find an answer to a question. Comcast is one of the worst, but in all honesty, they're not alone. We live in a world of defaults and A.I. which rarely gets you to a live body.

Recently, it took me three transfers before I got the right department and an expert capable of answering my question at one of the most recognized companies in the world. Plus, my call was answered offshore, and only one of the four people I spoke with actually sounded sincere when empathizing with my complaint. By the time I got to the last person, I was so tired of being handed off. I was frustrated and rude, and it really wasn't the fault of the rep but the people who designed the response system of their company.

Looking for more great reminders on Customer Service overall? Check out Shep Hyken's blog. He's always sharing ideas on how to exceed client expectations!

Risk more than other's think is safe. Care more than others think is wise.
Dream more than others think is practical.
Expect more than others think is realistic.
Claude Bissell

by Skip Cohen

It's Friday, and I've gotten into the routine of sharing my thoughts each week that's based on a great quote I've stumbled across. The quote above is a prime example, and it seems to be how I've aged into my life at this point, although I'm still work in progress.

The quote came out of Lou Mitchell's book on positive thinking. He went on to write some great advice:

Reflect on your current approach to life. Are you playing it safe and adhering to what others consider wise and practical? How can you start taking more risks, caring more deeply, dreaming bigger, and expecting greater outcomes --to live a life that genuinely excites and fulfills you?

Now, let's take that quote and apply it to the business of being a professional photographer and artist. Over the years, I've met so many photographers who play everything safe! To compare it to your skill set, it's the equivalent of always shooting at f8!

Years ago, I heard a great comment about growth..."Growth only happens outside your comfort zone." Well, nothing could be more true than the way too many of you run your business. What seems to happen is like a progressive disease.

It starts when you stop taking risks, even the smallest ones. Before you realize it, you've become a Master of Mediocrity, not caring about maximum quality. After all, you've convinced yourself that most consumers don't know the difference. Then your dreams slow down, and instead of imagining the future, you ponder what went wrong in the past. Last on the list, you've lowered your expectations because you're tired of being disappointed. The entire scenario becomes the ultimate negative self-fulfilling prophecy.

But here's the cool thing about all of this  - nothing has to be forever. The power to change is all with you. Start by thinking back to the vision you had for your career. Next, what does it take to get back on track, or, is there a new track? What do you need to do? Last, put a date on your future...a timeline to grow your business and skill set to what you need to be more competitive live a more fulfilling life.

Everything will start to fall into place...just being in business today is a risk. So, risk, care, dream, and expect more! Stop living an f8 life because there's so much more when you shoot and live wide open!

Wishing everybody a great weekend!

by Skip Cohen

"Business Breakthroughs" are all about ideas to help you fine-tune your business. They're all about more ways to break through the chaos of reaching your target audience. And, since it's Marketing Monday, here's a checklist to help you raise the bar on customer service.

​Too slow in your follow-ups? How's that working for you?​ Anyone who contacts you, whether they're a client, potential client, vendor, or associate, judges you on your response time, together with the accuracy of your response and your perceived sincerity.

Phone Calls: How quickly do you return a call to a client? Many years ago, Gene Ho, a wedding photographer in Myrtle Beach, told me how his system works in responding to clients. If he's on the road and unavailable, an assistant catches the message and texts Gene or gets back to the potential bride directly. Often, his studio has locked in the client before his competitors even open their emails.

Checking Your Email: Things really do get lost. Remember to check all your email boxes. Some of you not only have exclusive business email addresses but are also on Facebook, Instagram, Twitter (X), Pinterest, LinkedIn, etc. Messages can sit there for weeks with many of you. Also, don't forget the "other" box on Facebook messages. Plus, check your spam folders. Remember, people will always assume the worst when you don't reply promptly.

Email Templates on Your Website are meaningless if you don't check them regularly. Also, give people every possible way to contact you. I understand if you work out of your home and don't want to publish your address, but you can still give them an email address and phone number. What's most important is how quickly a potential client gets a response.  

Customer Service Problems/Challenges: Do you resolve challenges quickly or let them drag out? The key to great customer service is to handle each problem as quickly as possible. It's so easy to build a strong reputation. When there's a problem, all you have to do is call the customer and say, "The buck stops here. How can I help?" Then, kick back and listen.

Appointments: Are you always early, just on time, or a few minutes late? There's a story I heard years ago about author Tom Peters. As the story goes, he was speaking to a room full of airline executives and arrived ten minutes late. They were aggravated that he wasn't on time. He stepped up to the microphone and said, "By all of your standards, this was an on-time arrival." Every client has to feel like they're your most important account.

Product Deliveries: Are you early, on time, or late? Nothing beats delivering early and exceeding client expectations, but few things can hurt your reputation more than having a client wait longer than anticipated.

Your Attitude: This is a tough one for all of us. It's hard to be upbeat all the time, especially when you're flat-out trying to catch up and the phone rings.  Remember one easy pointer I was given years ago...if you smile on the phone, it comes out in the tone of your voice. The same goes for face-to-face meetings. Occasionally, I meet a photographer who forgot how to be happy. It seems so basic, but we all have to be a little Hollywood when dealing with some of the challenges of running a business. It's like the old Ban deodorant commercial:  "Never let them see you sweat!"

by Skip Cohen

While today's short post is focused primarily on the wedding side of imaging, the skills of good listening apply to every business. It's the perfect topic for Hump Day!
​
One of the top complaints of new couples after the wedding is the photographer didn't meet their mindset with the finished photographs, video, album, etc. And the reason most often relates to listening skills. So, here are a few suggestions:

• You've got two ears and one mouth - listen twice as much as you talk! The original quote is modified from a Greek philosopher, Epictetus, who died almost two thousand years ago. Learning to listen is hardly a new topic! 
• Ask questions with more than one purpose—for example, Bambi Cantrell talks about asking the bride who made her gown. The answer gives her an idea of what she's spending and her style - more contemporary or traditional.
• Build the relationship. We live in a texting and email world, and I often feel the art of conversation has been lost. Ask the couple how they met. Encourage them to share some of the funny experiences they've had together. Find out what they love about each other, their families, and their friends.
• Show them samples of your work. I'm always surprised when I hear about a photographer who doesn't have sample albums to share. All it takes is a call to your lab to make a duplicate album from a previous wedding or two.
• Ideally, having a couple of sample albums gives you the ability to demonstrate your storytelling skills. At the same time, you should have at least two different types of albums—one more traditional, the other contemporary. And don't be afraid to show other things you can help a client create with their images, such as metal prints, oversized prints and stationery.
• Whenever possible, do an engagement session. While it provides additional value to your pricing, the real benefit is getting to know the couple. A good engagement shoot helps establish your credibility so that on the wedding day, you're a recognized friend during a time when "logic doesn't reign as king!"​

Your strongest marketing tool, which I've written about before, is building a relationship and trust. This applies to every specialty within photography, including commercial, boudoir, family, children, maternity, and the list goes on and on!

by Skip Cohen

​We're approaching that special time of year when seasonality kicks in for so many different specialties, especially seniors. Senior photography continues to be one of the fastest-growing specialties in imaging. Unlike when I was a senior (on the right), today, it's all about capturing the subject's personality. It's about the interaction between the senior and the professional photographer. 

If you've got an interest in the senior market, you first need to ensure you've got the skill set, not just with your camera. You need great communication skills and the ability to build a relationship with your subject.

For many seniors, this may be their first time working with a professional photographer. They're as nervous about getting a portrait done as they are in dealing with some of their own self-esteem issues. That means your listening and conversational skills must be as good as your understanding of exposure, composition, and lighting!

​Unlike when I was a senior (this is where my good buddy Scott Bourne would take a shot at me and suggest that Matthew Brady and I went to school together! LOL), there are so many different products available to enhance the relationship, starting with Graduation Cards.

by Skip Cohen

For six years, starting with the earliest issues, I wrote for Shutter Magazine. Authors were required to include a short video summary with each article for online promotion. It was approximately ten years ago we captured the two-minute video below.  The fun of these videos was all in the challenge of getting people to remember what my point was. I knew if I could do something stupid in the video, readers might remember my point.

We're coming up with the start of spring seasonality in imaging, and relationship-building is more important than ever before. You need to OWN YOUR ZIPCODE. Every business in your community needs to know who you are and the support you can provide. And it doesn't matter what your specialty is - even as a wedding photographer being introduced to a real estate office; you have the ability to help them with all of their imaging needs with your skillset, network, and knowledge about photography/video.

We're one week away from the first day of Spring—it's time for you to come out of hibernation and start pounding the pavement. You've got to be your own noisemaker, and combining personal face-to-face introductions with email blasts, direct mail, and partnerships is an unstoppable way to build top-of-mind awareness.

So, when people in your community think about needing help with photography who comes to mind first?