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Don't Keep Your Great Ideas Boxed Up!

3/21/2023

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by Skip Cohen​

During a business crisis, we all do things differently. Often, the things we do are things that should have been done all along, but business was so good. Who cared if the expenses were out of line, you were overstaffed, etc. Well, the pandemic, business-wise, is behind us. The potential for 2023 to be a strong year is looking good for most photographers. So what would happen if you made some of those reactionary things you did a few years ago part of your standard operating procedures?

Whether you've got an active blog or just a Facebook page where you're sharing ideas - see if this list makes sense:
  • ​Coloring Books for Kids: Convert your images to line art and send them to your clients for their kids to use as coloring book pages. Think about the last family portrait you did - how cool would it be for a kid to have a customized coloring book of their own family?
  • Build a Community Calendar: Be a clearing house for non-profit activities in your community. Remember that each event you share also puts you in the spotlight for that organization.
  • Share the Joy! This one came from Anne Geddes years ago. She started requesting images from people that meant JOY. You can do the same in your community and on your blog, Instagram page, and Facebook.
  • Photo Tips: There are things you do daily that can help Mom and Dad become better photographers. Share a different idea in each post about exposure, composition, posing, fill-flash, etc.
  • Great Places to Photograph: Share places you like to photograph in your community. 
  • Gift Ideas: You might be tired of canvas prints, but your clients aren't. Call your lab and ask, "What's new?" I love Bay Photo's Performance EXT Metal prints. 
  • Technology Updates: Be a resource to your readers. What's new they might enjoy hearing about that relates to capturing their own memories. With the quality of the cameras in today's cell phones, everyone can capture great images - and don't worry about them stealing business from you. 
  • Your Favorite Charity: Highlight an upcoming event. And attend the event as a journalist and share the images with your readers and the non-profit organization as well.
  • Important Camera Gear: This is a little more for the advanced reader, but you're the expert again.
  • Profiles In Your Community: Share stories about people in your community.
  • Pets of the Community: Pets are always a strong subject, and people love sharing and talking about them.
  • Photo Tips for Kids: Give kids ideas on things to photograph. You might even want to set up a photo contest. 
  • Holiday Cards and Stationery: It's early, but is it really? Now's a good time to get Mom thinking about images for her family cards this holiday season, but don't stop there. How about helping with pictures to use for thank-you notes and stationery?
  • How to Be a Storyteller: Share ideas on how to tell a story with images.
  • Slideshows: Pick a topic that's current now - it could be something as simple as cooking a family dinner with the first barbecue of Spring! (Okay, I live in Florida, and my grill is ready to go all year long, but I haven't forgotten my days of winter in Ohio!) 
  • Throwback Thursday: I love Throwback images. They're a great way to remind Mom it's time for an updated family portrait. Easter, Mother's Day, graduation, and Father's Day are all around the corner. It's up to you to plant the seed!

This list is hardly all-inclusive, but each idea has the potential to blossom into other aspects of the business. They all center around your expertise as an artist in the community. Successful marketing is all about building relationships. Nothing builds relationships faster than being helpful to your readers!
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Slideshows and Spring Seasonality

2/27/2023

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by Skip Cohen

So often, you get tired of some of the best ideas to offer your target audience. You need to remember how many people have never received them as a gift. A great example is slideshows for your clients. 

Mother's Day and Father's Day are right around the corner. In a way, they mark the start of Spring seasonality in professional photography, especially if you're a family artist. Slideshows are the ideal product to have in your mix of client offerings. 

Photodex closed its doors several years ago, but the value of the ideas they shared over the years still remains. And they're all still out there for your viewing in the Photodex archives on YouTube.

Check out the two videos below from their archives. Being a successful photographer is all about exceeding client expectations. I can't imagine any client not being ecstatic to have a presentation like these loaded with your professional quality images.

Don't let 2023 go by without adding slideshows to your list of products and services. With today's technology, you can combine short video clips with still images and great music to create a never-ending stream of "show-stoppers" for your clients. 

Think about the renewed sense of family in the world today. It came about at an incredible price as everyone hunkered down through the pandemic. And even though things today are far better than they were last year, there are still challenges in travel and often families being together. Now, think about what Grandma has missed the most...her family.  

If the idea is old school for you because you've been doing it all along, then use the slideshow concept to help you plant a few idea seeds with your audience for this year's Mother's Day and Father's Day offerings. Add in a legacy program offering videos of the most senior family members telling their stories, and you've got a great way to start getting clients excited about working with you.

You snooze - you lose! Take the time now and start creating a game plan to capture more sales this spring and make the 2023 busy season begin with the explosion it deserves.
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The Countdown to Seasonality - Are you ready?

2/22/2023

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You've got to listen to the voice in your gut. It is individual. It is unique. It is yours.
It's called being authentic.

Meredith Vieira
by Skip Cohen

If only a button on our keyboards reminded us to listen to our inner voice! *sigh* There is no button, but that shouldn't slow you down.

We're only five weeks from April, typically the start of spring seasonality. So, regardless of your specialty, what are you planning for your business?  

Several times over the years, I lacked the confidence to tackle a new project. I'd ask just about everybody I knew for their opinion, afraid to decide on my own. But as I got older, I still needed advice, but I learned to trust my gut and listen to my heart.

So, take some time NOW and think through your short-term plans for your business. The clock isn't going to slow down, but there's time to change plans if something just doesn't feel right. You need to focus on the long term too, but for now, with Mother's Day, prom, graduation, and Father's Day all coming up, you need to be ready.

Proofread your ideas and plans like you'd spell-check something you're writing. There's something unique that happens when you "proofread" one more time - you catch things you might do better. It's not about fixing things that might be wrong but discovering better ways to tackle a project.

As always, you know where to find me if you need a sounding board!
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Ramping Up for Spring Seasonality in Photography

2/13/2023

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by Skip Cohen

It's Marketing Monday, but the reality is you should be thinking about marketing every day. But I love to start out each week and hopefully plant the seed for things you should be thinking about - besides, Marketing Monday has a nice ring!

Here's another thing that has a nice ring - what do you need to do to ramp up your marketing and operations for a great kick-off to spring seasonality? With spring comes Mother's Day, prom season, graduations, and Father's Day. But it's a you-snooze-you-lose scenario - and if you're not prepared, you'll miss so many opportunities.

Here's a suggested check-off list to make sure you're ready:
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  • What are you going to offer that gets your target audience excited?
  • Do you have the skills to capture the images you want to promote?
  • Do you have the necessary gear?
  • Have you called your lab? Just call and ask the question, "What's new?" Then kick back and listen. Remember, whatever you decide to offer, you're going to want artwork for your website.
  • How are you going to get the word out to the community? Direct mail is back with a vengeance and, combined with a good email blast, could give you the reach you need to make this one of your best years ever for spring business.
  • Stop thinking you need to fly solo - I've written about partnerships repeatedly. For example, a family photographer should be talking to the local florist and a venue known for its Mother's Day brunch. Put together a complete package for the three of you. Then work together to get the word out. Each partner becomes an ambassador for the other two. So, it's a new family portrait, flowers, and brunch for Mom or Grandma, and it's all in one package price...or offer discounts (or free goods) and cross-promote each other.
  • Be involved in your community! Nothing helps spread the word more about your community role than volunteering. Get yourself out there and be visible - people like buying products from companies they perceive as giving back to the community. Start a community calendar for non-profit events on your blog/website.
  • Utilize your blog to plant the seeds for gift ideas. If you hate to write and are having trouble posting regularly, visit the local high school and find yourself an "A" student in English who likes to write! It's a part-time gig and won't break the bank.
  • Put together an open house - you don't need a fancy studio. See my previous blog post on the concept.

Here's what I love about both this time of year and this time in business history: Business is tough right now, and the more you listen to the politicians, the worse it will seem. Tune out all the negativity, and then focus on what you do best - help people create and capture memories. There are so many leadership opportunities and ways for you to stand out from your competitors!

And I write this all the time...if you're stuck for ideas and need a sounding board - you know where to find me.
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Brain Dump 101 - Pricing in Photography

1/30/2023

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A business without a path to profit isn't a business - it's a hobby! 
Jason Fried
by Skip Cohen

It's Marketing Monday and the end of January. Your ideas for building your brand and marketing in your community should already be in full swing, but there's one topic nobody ever talks about enough - PRICING!

But for today's episode of Brain Dump - I want to hit on your costs. Most photographers only know if they made money for the year once they do their taxes! And while it's sad to be in that position, I get it; you're right-brain artists, not left-brain accountants. However, the point of left-brain and right-brain analysis is to recognize that you need support from both to build your business.

Where so many artists miss the correct numbers is not looking at ALL their costs. Today's short podcast hits on the list of most things you need to consider to accurately get to price points for your products and services that get you beyond eating macaroni and cheese every night!
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"If you build it they will come," but what if they don't?

1/27/2023

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by Skip Cohen

​Field of Dreams is one of my favorite all-time feel-good movies. Being at IUSA this past week, I was thinking about the incredible spirit and excitement of the crowd. People were pumped to be there - all looking for ideas for the new year and answers to the big questions, "What do I need to grow my business? What do I need to build?"

Well, that took me to both sides of my title above.​
There is no reason not to follow your heart.
Steve Jobs
​First, you've got to get the fear of failure out of your system and go for it. Follow your heart to start, and you can modify the journey as you go along. But sadly, too many of you live in a state of fear. You're dominated by overthinking the challenges with a side order of worrying about the outcome. So, you procrastinate your next steps and ponder the meaning of life until you've missed window after window of opportunities.

Second, what if you build it and they don't come?

When I left Rangefinder/WPPI in 2009 to go out on my own, Sheila said to me, "What are you afraid of?" My answer was instant, "Failing!" Her response was, "So what?" The more we talked, the more I realized that if things didn't work out going in one direction, nothing was cast in concrete. I'd rethink things and take a different route.

Ironically, what I wanted was what I respected in so many of you - your passion as entrepreneurs. It was easy for most of my career to work for other companies, but when it's your own business, it's a true test of your focus and dedication.

It's Friday, and perfect to leave you with one more thought:
"The brick walls are there for a reason. The brick walls are not there to keep us out; the brick walls are there to give us a chance to show how badly we want something. Because the brick walls are there to stop the people who don't want it badly enough. They're there to stop the other people."
Randy Pausch
The bottom line - Build your dreams, and if they don't come, take a closer look. Figure out what you missed and then stay focused on the next "turn in the road." And if you hit a wall - build a door, knock it down, or climb over it!
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Throwback Thursday: Ten Years Ago Today in Photo!

1/19/2023

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by Skip Cohen

​Near the end of 2012, my good buddy Scott Bourne asked me a simple question, "What do you think you could accomplish if you were working on just one thing?" At the time, I was working on two different blogs, writing for two magazines, speaking at a convention or two each year, consulting for one large client, and running Skip's Summer School. So I was spread pretty thin, especially when it came to writing.

My first blog, the Photo Resource Hub, was doing okay but needed more traction. It morphed into Skip's Photo Network, although I hadn't done a very good job promoting it. But at a time when blogging was the next big thing - I at least had a presence.

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I took Scott's question to heart and started thinking about consolidating everything I was writing. I wanted to give it a generic title, but Scott argued, "Through most of your career, you've been known for your support of education - It needs to have your name on it!"  SkipCohenUniversity.com was born with the first post ten years ago today, on January 19, 2013.

But Scott's encouragement didn't end there: "Just trust me before you publish your first post!" He wouldn't reveal his game plan, but a week or so later, I was blown away by his approach.

​He published one single tweet to his then 100,000 followers, "Skip Cohen is back!" The response was remarkable, even filled with a bit of humor here and there. I remember one friend, I think it was Scott Kelby, tweeting in reply, "Where's he been? I just talked to him yesterday."

Well, here I am ten years later, with thousands of original posts, guest posts, videos, and podcasts. After four summer programs, we ran one last Skip's Summer School in 2013 in Chicago. We decided to discontinue it only because there was so much going on in education at that point, and it had become so labor-intensive.

But through all of these years, I never anticipated the support from all of you and the community. It's thanks to all of you that I wake up every morning smiling. It's a ten-year celebration in business, but more important is the gratitude I feel for so many people who have played a role. From sponsors to guest writers to so many friends in the industry and at the various associations to my muse, my wife Sheila - I could never have done it alone!
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Whether "It takes a village" or "I get by with a little help from my friends," no matter how you cut it, my last ten years have all been thanks to all of you!

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Assignment 102: "Who you gonna call...Ghostbusters?"

1/16/2023

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Murphy's Second Law
"Murphy was an optimist!"
by Skip Cohen

It's Marketing Monday, and with IUSA kicking off at the end of the week, it's the perfect time to ensure you've got things covered when you're out of town. But we're going to go even deeper into the topic - what happens to your business when something unexpected interrupts?

Before today is over, whether you're joining so many of us in Nashville or not, set things up, so you've got coverage for your business when you're not available.

  • Phone calls are a top priority! What do you have in place if the phone rings? Potential clients who call you need an immediate response. If they are interested enough to call, then give them prompt fulfillment! Returning voicemail is fine, but check your messages multiple times each day when out of the office.
  • Email response time - make it as fast as possible! Out-of-office responses are acceptable for communicating why you're away, but they do nothing to instill confidence in your target audience. Again, you want to respond quickly. If you can't check your email every hour or two during the day, set up a system for somebody you trust to follow up. So many of you are sole operators, but that doesn't mean a family member or friend can't keep an eye on your email.
  • Template email systems: What I hate about them is how many of you just don't respond in a timely basis. I've had photographers take weeks to get back to me - in fact, one missed a fantastic opportunity to have their work shared globally, all because they never checked their incoming email via their website!

Emergency Backup

If we've learned nothing else from Covid, we all should recognize that it can strike anytime. That can be devastating for a photography business with commitments to weddings, events, and client sittings. And while every consumer understands, if there's an event you were hired to cover, then you need to find somebody to fill in.  

  • Draw from your network: All of you have other photographers you're friendly with and respect. But most of you have never had a conversation with them about coverage in an emergency. Remember, this goes both ways - you should offer to cover for them if needed, just like you want them on your list.
  • Join the local guild! Whether it's a PPA chapter or a local group with no affiliation - get to know all the artists in your area. We're an industry with a history of watching each other's backs and have more photographers in your network is so important.
  • Who's covering your business? Whether your spouse, another family member or a close friend, who has all your passwords and business information? Who can sign checks and handle a necessary payment? Who have you trained to understand your business?

Owning a business today is a continual fire drill. Like those fire drills, we did in school as kids, or the active shooter drills in today's schools, don't wait until you're in crisis mode to start planning what to do next. It's so easy to take the time now and have a plan in place...just in case.

And there's one more side benefit - if you're headed to IUSA for example, you can be more relaxed and enjoy the convention if you know your business is in good hands when you're gone.
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Hanging Out With Michele Celentano: Family Portraits to Pets

1/13/2023

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by Skip Cohen

​Michele Celentano and her husband, Paul, were here in early December. We haven't all been together since before the pandemic, but that didn't stop the laughs. We've been friends for a lot of years, and with great friends, even a one-night stay-over is time to cherish.  

So, what happens when one of the industry's finest family photographers falls in love with your dogs? First, she threatens to steal them!  When Michele wanted to photograph our girls, I figured a couple of grab shots, not a complete series. But the fun of it all was watching her work with the puppies. There's are reasons she's one of the best - her love for the craft and her ability to communicate with her subjects, whether they've got two legs or four.

​For all of you younger artists, there's a lesson here. Michele's skill set is extensive. While she's not a pet photographer, she understands every aspect of composition and lighting. Moreover, she's never stopped learning and fine-tuning her skill set.

Lucy and Belle responded to the love they were being shown, the same as Michele's clients. When you wander through her galleries and look at her work, you can tell from the natural expressions of her subjects. It's a story of trust in the photographer combined with fun during the sitting.

Here's my point: As photographers, you've got an enormous responsibility to consistently deliver the best to your clients. They're trusting you to exceed their expectations. And when that happens you become habit-forming.

If you're at a convention and Michele is speaking or doing a demo on the trade show floor, run, don't walk to get a seat. She never disappoints and never compromises on the quality of what she delivers! Click on any of the images in today's post to link to her Facebook page, and then put her on your radar!

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​In the hierarchy of why consumers hire a professional photographer, it goes to brides, babies, and pets. That's the top three from a Kodak study at least twenty-five years ago, and I don't believe it's moved a bit. The pandemic changed the ranking slightly, but not the top three. Now, add to that the incredible growth in households with pets worldwide!

Take it a step further and look at the size of the pet industry. I took a quick stroll through cyberspace, and PetKeen.com had one the most thorough sets of statistics. Click on the banner below to link to the complete article. It's the top line you need to appreciate - the global market for pets is worth $261 billion, and pet owners in the US are spending over $100 billion on the furry members of the household. But one more statistic made me smile: Americans spent an estimated $490 million on Halloween costumes for their pets!
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Here's the bottom line - pet photography can be an incredibly lucrative business, but don't underestimate the need for a great skill set. The standards for a great portrait and the experience of a fun sitting don't change just because the subject's got four legs!
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Assignment 101:  A Little House-Cleaning - Your Website

1/11/2023

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by Skip Cohen

Most of you have taken advantage of the typical business slowness in the first couple weeks of the new year, and if you need more time to recharge, go for it. But, it's only the "slow season" for regular customer purchases - NOT for business owners who need to fine-tune their presence, marketing, and brand awareness.

I'm going to start this new series by hitting on three easy projects that are no-brainers in terms of raising the bar on your Internet presence:
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  • Clean up your online galleries! The presentation of your work online is all under that old line of "less is more." You don't need quantity, but you do need quality. Look at your galleries right now. Are there images that anybody's Uncle Harry could have captured? Are you showing diversity in your skill set, or does every image look the same? Every image needs to be a "wow" print. That means each photograph is so good you'd only need to show one image to get hired! You know which photos don't deserve to be in your galleries - so let's dump them!
  • Does your "About" page tell people who you really are? Too many of you share information the "Mom" doesn't care about. Why Mom? Because in the portrait/social categories, women make 95% of the decisions to hire a professional photographer. She doesn't care about awards you've won (unless it's a Pulitzer). And she's not interested in what gear you use or how you got started in photography. What she needs to know is why you're a photographer, why you love working with your clients: and can you be trusted to deliver the kind of images of her family she wants most.
  • Time to update your headshot! Instead of a portrait that could put a rock to sleep, let's remind people what you do for a living. Create a shot that shows you working with a client with a camera close by or in your hands. Be creative and consider a 2-3 image collage that tells more of your story. So many of you have personal portraits that could be better and instill more confidence. I'm sharing this shot of Kay Eskridge again because it's one example of what I'm suggesting.

Remember, today's post is just the beginning of your "house-cleaning" for the new year. It might be the slow season, but that's not for you. Now is the time to do everything you can to ensure the new year is one of growth, and your website is a great place to start.

​Over the next few weeks, I'll share a few more "homework assignments" to help you stay focused on the task at hand - strengthening your business and making your website the very best it can be!

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Communication, Relationship Building and Your Phone

1/9/2023

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Intro by Skip Cohen

I ran the post below in 2013, so like many of your favorite shows, it's a "repeat." But it's a repeat so many of you need to read!!!

Success in your business for the new year will be about relationship building. That's your very best marketing tool - keeping in touch with your clients, communicating with them, and staying in touch: NOT texting, but actually talking to them. 

While you might think some of Scott's comments from 2013 are a little dated, the overall concept has no expiration date. It's about keeping in touch with people, especially your past clients, who are your best ambassadors. I still find so many of you have websites with template email systems and not phone numbers. That might be fine, but you don't answer the email requests! There's no such thing as giving people too much contact information. A phone call separates you from the competition when people want an answer to a question.

One of the hats I wear is CMO for Platypod. So often, when I've got a customer service question, it's so easy to pick up the phone and call. In a day when we've all accepted boilerplate email responses from companies we contact, people truly appreciate getting a personal call. I also learn a lot about who they are and how they photograph and use our products.

Just remember we're a word-of-mouth business, not word-of-Internet. As Scott Stratten wrote many years ago in his book Unmarketing: Stop marketing and start engaging!

by Scott Bourne

This may come as a shock to some of you, but in the old days, not one single professional photographer on the planet had a Facebook account. Nor did they have a Flickr account, a blog, a website, an e-mail address or anything else that involved being "on line." Yep I know, I know, hard to conceive. But it's absolutely true. And in keeping with my status as "older than dirt" I know this is true because I was actually there!

Truth be told, I've spent more of my life operating without the Internet than WITH the Internet. I've sold more photographs, licensed more images, booked more shoots using the telephone than the Internet. Now here's the good news. The telephone still exists. Oh you don't hear about it very often, but yep, I checked. It's still there. You can get one just about anywhere. And you no longer need to rely on a lady named "Ma Bell" to pick one up.

Yes, the magical telephone still works and in my opinion, still has great value. So today's Marketing Monday tip is short and sweet. Get a telephone number, plaster that puppy everywhere. Use it. Share it. Actually answer it. Talk to people. It's an amazing thing. You can hear the happiness or sadness or joy or suspicion or whatever in the other person's voice. You don't have to rely on emoticons! You can just ask people how they are feeling, what they need, and they will tell you! Crazy right?

You should put your telephone number on every single piece of marketing material you hand out. And you should put it on your website, your blog, your social media accounts (at least the ones you use for business) and you should do so today! 

People still use the telephone. They really do. Maybe not ALL people. But enough to warrant you investing in one, promoting the number and responding promptly to every single call, period. 

I know what you're thinking. "But Scott if I put a telephone number on my website people will call me!" Yes! Isn't it wonderful? Clients and prospects will call and try to give you money. It's like magic. Give it a try. Really. 

As always, Skip and I are rooting for you. 

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Photography Conference Check-off List

1/2/2023

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by Skip Cohen

Please note - this list gets better and better every year, thanks to some great friends. Glen Clark commented on Facebook and I've added his two additional points below!

​With IUSA and WPPI coming up in the first quarter of the new year, it's time to share my annual check-off list of things to remember to get the most bang for your buck. This year's conferences are more precious than ever because most of you haven't been to a big convention since before the pandemic. Sure, you've hit the online programs, but nothing beats a live convention for education, networking, and recharging your battery. 

It's time to plan ahead so you're not hitting Nashville or Las Vegas like a deer in the headlights!  It's so easy if you just put in an hour and think through my suggestions.

  • Why are you going? This isn't meant to sound sarcastic, but think through why you need to be at a conference. What do you want to accomplish while you're there? And if the answer is you need a break and want to party - that's your choice. I think it's a little short-sighted, but the last few years have taken a toll, and being with friends and associates is important. So I get it - but you have to weight the need versus the expense. I want you to get the very most out of every conference trip!
  • Look around your office, studio, camera bag, or the trunk of your car. Isolate every product you use in your business, and put the manufacturer on a list. Now, look at every company whose services you use. Your lab, frame company, web design, album company, etc., should all be on the list. Your first goal BEFORE you get to the show is to isolate every company involved in your business.
  • What new products or services do you need for your business? From hardware to software to outside developers and finished goods to offer your clients - what's missing?
  • Visit the convention website. Check through the exhibitors and, in advance, get to know who will be at the show from your vendor/supplier lists. Your goal is to meet at least one staff member at every company on the list. This is a critical component of building an effective network. Check out the exhibitor list for IUSA. There are almost 150 companies on the list.
  • At the convention - don't miss the print exhibit. This is a terrific time to get a feel for the trends in imaging because you'll see just about everything in the prints submitted for competition.
  • Wear comfortable shoes! It might seem out of place this early on the check-off list, but you're going to be on your feet all day. If you're about to buy new shoes, now is the time to start breaking them in.
  • Bring business cards and some images. I'm a big fan of pre-printed promotional material. My favorite is a 5x7 or 6x9 collage of a few images with the photographer's address and contact information. Unless you've made an appointment in advance, most exhibitors won't take the time to look at a portfolio, or an iPad or phone chocked full of images. However, leaving a card stock piece or brochure with a vendor and contacting them after the show can be very effective. This is your calling card and if you're stuck for design ideas, check out Marathon Press.
  • Never eat alone - Make plans for breakfast and dinner meetings NOW. Reservations don't come easy anymore, and if you're going to be headed out for dinner, it helps to know where and when you're going. Plus, now is the time to set up some advance meals with friends and associates. Don't wait until you get there!
  • Lunch is a little harder at a conference, but there's plenty to choose from, and if you grab something off the service on the trade show floor, don't expect fine dining. This is also why God created Pepto Bismol!
  • Catching up with speakers on the trade show floor. Pay attention to those key vendors you want to see and what's happening in their booth. For example, Tamron will have speakers in their booth at IUSA, as will other vendors. Many exhibitors have in-booth programming, so it pays to know the schedule in advance.
  • You snooze, you lose! Look, I was young and foolish once too, and there are few things as fun as going out with friends and bar-hopping at a convention. However, you're at the show for a reason, and if you need to sleep in late the following morning, your evening out with friends might become the most expensive investment you make in the show. Don't miss appointments or presentations you had planned to attend.
  • Look over the programming. Plan which speakers you want to hear in advance. Plus, always pick at least 1-2 programs entirely out of your comfort zone. Growth only happens outside your comfort zone.
  • Capture the moments! You want to get images you might want to use later on for press releases, your blog, Facebook, etc. Look for opportunities for pictures with vendors and those speakers you admire. Build a stash of photographs and short video clips of things you do at the conference.
  • Talk to the people around you when you attend any program. A photography convention like this is unique because you're all there for the same reasons. Make it a point to get to know the people sitting on either side of you. It's amazing what you can learn by just talking to each other.
  • Talk to the icons! I'm always amazed by how many of you are intimidated by your favorite photographers. They're there to teach and meet other photographers interested in their work. Just walk up, introduce yourself, and thank them for whatever inspiration they've given you. Honestly, they don't bite! But - wait your turn. I'm always amazed at attendees who charge in like storm-troopers and interrupt. Just be polite - I know it's basic, but so many people forget.
  • Do a summary at the end of each day. Time flies when you're having a good time and there are few things more frustrating than getting home and not remembering specific companies or people you met at the convention. For me, it works best to take 20-30 minutes and make a few notes on the day, sort out business cards I picked up and look at what I missed and can catch the next day.
  • Send a few notes or emails after the convention. When you're home after the convention, look through your notes and the exhibitors you met, as well as other photographers. This is about relationship building, and thanking somebody for their time and letting them know you're around if they ever need help on anything is a key ingredient to standing out from the crowd.

And from Glen Clark...
  • Plan ahead to take advantage of show specials. Check with each vendor on your go-to list and find out if they are offering a promo. If so, USE it! Many companies judge the success of their huge investment in trade shows partially by the responses they receive to their efforts. And, believe it or not, vendor investments is what makes most shows possible.
  • Skip’s already mentioned the importance of taking notes. This may seem obvious but remember, if you’re a professional photographer (on any level), EVERTYTHING involved with a professional show (from planning to getting back home) represents a business write-off. It’s much easier to write down the details as they happen (especially cash expenditures with no receipts) than it is to try to remember it all after the fact. With complete write-offs it may not end up costing as much as you might think. And besides, if done properly it’s all an INVESTMENT in your future, not an expense.

Here's the bottom line - you can't afford to NOT go to as many conferences a year as you can work into your schedule. It's all about education, networking, and growing your business. So, if you're headed to any convention in the next few months, don't miss all the opportunities to raise the bar on your business. Plus, it's the perfect way to recharge your battery!

See you in Nashville!
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Mindset Marketing

12/20/2022

1 Comment

 
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When you stop chasing the wrong things,
you give the right things a chance to catch you.

Anon
by Skip Cohen

Years ago, in my Polaroid days, I was the Regional Services Manager at the Chicago distribution center. We got a new distribution manager who, after just one day, started telling people how great things were going, even though there had been no significant change in the operation. When I questioned him about the approach, he laughed and said, 

"We're going to be making changes, and they're going to take time, but when you tell people things are changing for the better, it speeds up the process. Things really do start to get better."

I have no idea why this scenario has been in my head today, but while I'm skeptical of people who always tell you things are great, regardless of what's really happening. Although to a point, there is some truth to the power of a positive mindset. It's the reverse of a negative self-fulfilling prophecy - You know, the one: "If you decide something is hopeless, it will be."

Here's my point - you can't change your business very much now, as we come down to the wire this late in December. But you can clear your head and start getting ready for the new year. The new year doesn't suddenly wipe the slate clean of bad habits - it just gives you a new starting point.

Here are few things to think about and do...

​
  • What do you want to accomplish in January? It's only the "slow season" for incoming clients, and even that's limited to where it's truly the "dead of winter." January should NEVER be a slow month for you!
  • Are you ready for your accountant? Any last-minute purchases you need to make for your business that will be deductible? It's not just camera gear but computers, printers...even your car. The bottom line - talk to your accountant.
  • Do you need to offer some new products in 2023? Call your lab and simply ask, "What's new?" Then, kick back and listen. 
  • What about services for 2023? What are you offering your customers that's going to get their attention? I'm a big fan of day-in-the-life sessions, Legacy programs and themed portrait sessions for kids.
  • Reservations? If you're headed to IUSA in January - do you have your flights and hotel set up? And what about dinners with friends you want to see? Don't wait until the last minute to make plans!
  • How's your skill set? What are you missing that would make you stronger as an artist?
  • Relationship building: Who are the companies in your community who you'd like to work together with? I've shared so many ideas on partnerships over the years. From networking luncheons to cross-promotions to simply sharing the cost of a targeted direct mail piece - YOU DON'T HAVE TO FLY SOLO. Bringing in two partners can reduce your cost to a 1/3 of what an oversized postcard might cost by yourself. But nothing happens without you making a move!

Last but not least - none of the above can be handled on the fly. Build in some time over the holidays to kick back and daydream a little. Dreaming isn't a waste of time when it has a purpose. And sometimes the only way to get in the right mindset is to dream!

This is only the start of the list of things you could be thinking about, but it all starts with a clear head and a positive mindset. ​
You can't change what's going on around you
Until you change what's going on within you!
Anon
1 Comment

How To Make Money While You Are Sleeping

12/7/2022

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Click on either the paperback or e-book above to link to Amazon.com
Intro by Skip Cohen

​As I've written so many times in the past, the best thing about this industry is the friendships that come out of everyone's love for the craft. Sure, it's about imaging, but it's also about the community, sharing, creativity, and respect. 

Rick Sammon and I have been friends for easily thirty-plus years, going back to my early days at Hasselblad. We've worked on many projects together, sat next to each other at rubber-chicken industry dinners, and share a long list of mutual friends. Rick's newest book is loaded with great content to get you thinking about not only your business but ways to maximize your skill set.  

While I'd love to share more, let's start with part Rick's introduction, which will give you and idea of the framework of the book. There's so much good content!
​
Anybody can start a business. Anybody can get their first few sales. But the key to longevity is creativity, paying attention to your business, building relationships, and having an earning strategy that's always working...even when you're sound asleep!

“If you don’t find a way to make money while you sleep, you will work until you die.” 
Warren Buffett
by Rick Sammon

​The quote by Warren Buffett that opens this blog post was the inspiration for my latest book (paperback and Ebook), How To Make Money While You are Sleeping: A photographer’s guide to passive income – and other savvy business strategies.  

I want to share with you part of the Introduction from the book. As you will see, if you put in the effort while you are awake, you can indeed make money while you sleep.

The book is dedicated to the memory of my dad, Robert M. Sammon, Sr., who, through his example, showed me the importance of paying careful attention to one’s income, expenses, and investments . . . as well as the benefit of living below your means.

My dad, an amateur photographer who got me started taking pictures, also gave me some invaluable advice when it comes to making money: “It takes a lot of peanuts to feed an elephant.” In other words, he was saying that all those pennies and dollars can add up, which is the theme of this book.

​“Dad, you’re not only a photographer, but you are also an entrepreneur who happens to be a photographer.” – Marco SammonThat’s what my son Marco, seventeen years old at the time, said after I introduced myself as a photographer at a neighborhood party.

Marco, who has since received his PhD in Finance and is a finance professor at Harvard Business School, was making the point that although I take pictures for a living, I spend a lot of time—the majority of my work time actually—on the business side of my profession. I’m always working hard on new projects—writing books, setting up affiliate programs, cultivating sponsorships, recording online classes and podcasts, and so on.
​“Dad, you’re not only a photographer, but you are also an entrepreneur who happens to be a photographer.” Marco Sammon
That’s what my son Marco, seventeen years old at the time, said after I introduced myself as a photographer at a neighborhood party.

Marco, who has since received his PhD in Finance and is a finance professor at Harvard Business School, was making the point that although I take pictures for a living, I spend a lot of time—the majority of my work time actually—on the business side of my profession. I’m always working hard on new projects—writing books, setting up affiliate programs, cultivating sponsorships, recording online classes and podcasts, and so on.

Marco also observed that I spend a lot of time promoting those projects on social media, and then tracking the results. We’ll talk more about tracking sales later in this book, but for now, if you self-publish a paperback or Kindle version on Amazon.com, you can actually track sales on an hourly basis – which I don’t encourage because it can become addictive. However, I have to admit that I do track sales quite frequently when I release a new book.

So, the message here is this: as much as you love photography (as I do), and as much as you want to save the world (its people, wildlife, environment, and so on) with your craft, it’s important to understand that in order to succeed you must also be a good businessperson—which involves generating income while you are both awake and asleep.

Zzz

If you know me from some of my other photography books, photo workshops, tours, seminars and online classes, you may be thinking, “I like Rick’s photography and I’ve learned some cool things from him, but what could he possibly know about sound business practices?” Well, believe it or not, before becoming a professional photographer I spent ten years (1980–1990) at Bozell & Jacobs as vice president/group supervisor on the Minolta camera account.

At that time Bozell & Jacobs was one of the largest advertising and public relations firms in the world. At that agency I learned about the business side of photography, as well as how to promote Minolta photographers, including famed Beatles’ photographer, Harry Benson.

When I left the agency, I had the “ammo” to promote myself through advertising and PR. I had also learned the business side of a professional photographer’s life from working with other famous photographers like fashion photographer, Robert Farber, and United Nations photographer, John Isaac.

The lessons I learned at the agency were invaluable, as were the business lessons I learned as editor of Studio Photography magazine (from 1978 to 1980). Having been hired with no editorial experience, my boss and the publisher of the magazine, Rudy Maschke, said this to me when I asked him for my first raise: “Sammon, you are learning so much that you should be paying me.”

Zzz

On these pages I will share all I know about the business side of photography with you, which of course includes making money while you are sleeping. These lessons have helped my wife, Susan, and I run our business for more than thirty years—and I can tell you, there is nothing like running your own business. As a small business owner, you learn very quickly that you are both the “chief cook and bottle washer,” as my dad used to say.

When thinking of generating income while you are sleeping, please don’t get me wrong, I still work my butt off during my waking hours—because I love what I do. And as the saying goes: “If you love what you do, you never need to work a day in your life.”

Zzz

Generating income while you are sleeping starts with your waking time, something we’ll cover in Chapter 1.

Before You Doze Off.

If you are new to generating passive income, the cool thing is that after you put in the work, you can doze off (take a nap during the day or go off to bed) and wake up a little richer than you were before you closed your eyes.

The key phrase here is “a little.” Before I explain, here’s another expression my dad shared with me: “Everything is relative.” In other words, “a little” means something different to different people.

For example, “a little” passive income each day from different sources (including books, online classes, and crowdfunding projects) could possibly add up to a very nice source of income. In fact, I know several well-known photographers whose major source of income is generated passively.

In subsequent chapters, you’ll see how you can generate “a little” income while you sleep with different money-making projects that you can create during your waking hours.

​Here’s a look at the table of contents (topics I cover) for the book:
Acknowledgments & Networking
Author’s Preface
Introduction
1.   Before You Doze Off
2.   Your Website: Your 24/7 Store
3.   Socialize or Succumb
4.   The Advantage of Affiliate Programs
5.   Buy Me a Coffee
6.   Start a Facebook Group
7.   Write or Narrate a Book
8.   Offer a Downloadable PDF EBook
9.   Join the Crowd with Crowdfunding
Intermission
10.  Start a Podcast
11.  Record an Online Class or Classes
12.  Offer a Newsletter
13.  Strive for Sponsorship
14.  Create Content for a YouTube Channel
15.  Get into Webinars
16.  Sell Prints Online
17.   Launch an Online Forum
18.   Suggest a Product to a Company
19.   Take Stock of Stock Photography
20.   Your Money Can Work Harder for You Than You Can
Note: There's only so much information you can share in a blog post. Check out Rick's book - you won't be disappointed.
Click to view and order on Amazon: Paperback $14.95, e-book $9.95
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Listening to that Little Voice Inside You

11/28/2022

2 Comments

 
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I think we all have a little voice inside us that will guide us...
If we shut out all the noise and clutter from our lives and listen to that voice,
it will tell us the right thing to do.

Christopher Reeve
by Skip Cohen

​It's Marketing Monday, and we're definitely in the final stretch of 2022's seasonality. At the same time, some of you are still trying to make key decisions regarding promotions, partnerships, community involvement, and more things to bring the year to a solid close.  

Here's my point, and it's all in the quote above - stop second-guessing yourself and, like Nike's tagline - JUST DO IT! That little voice inside us gets drowned out by all the noise, stress, and confusion in our lives. And while it's simply the way life is - we all wear too many hats, and that little voice in our hearts - the one we should be listening to most often, disappears in silence.

It's just a short thought this morning. Listen to the voice in your heart and let yourself be proactive instead of reactive.

​Happy Monday!
2 Comments

Creativity in Photography and Business

11/22/2022

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Creativity is the ability to see relationships where none exist.
Thomas Disch
by Skip Cohen

​At the risk of sounding like a Jack Handey clip from old SNL shows, when I read the quote above, it got me thinking about how it applies to our industry. As pros and aspiring professional photographers, you're all in the business of capturing relationships.

  • Think about the relationship between the shadows and the highlights of a great portrait. Your ability to see and control the light creates the power behind the image. 
  • Then there's the creativity to create sales over the last few years - again, "where none existed." Specifically, I'm thinking about JP Elario and his Facetime Portraits. At the height of the pandemic, he used his creative skills to capture portraits online through Facetime and develop a revenue stream that previously didn't exist.
  • The true relationship between you and your subject doesn't exist before they step in front of your camera. I often do website reviews, and going through a photographer's gallery, I can always tell if the subjects were relaxed and their personalities captured versus just a nice picture.
  • In terms of your community - your ability to build relationships that wouldn't exist without your involvement is critical to building your brand. And it's your creativity to balance the different hats you wear to be able to give back.
  • One of my favorites is partnerships! It takes creativity and focus to bring together other vendors in your community to work together on a common goal of raising awareness for each other's products/services, and in turn sales.

And here's one last big one I see every day when I'm wearing my Platypod hat. Eight years ago, Larry T. had a vision of being able to travel without the bulkiness of a tripod but have the necessary gear to capture images that could never be handheld. In fact, the recent Platypod Pros feature on the website highlights forty of the most respected artists in the industry who, every day, create and capture relationships where none previously existed.

So here's my point - so many of you undervalue what you bring to the party with your skills, business, and ability to help your target audience. You worry about the timing of getting more involved and reaching out. You've got the passion for the craft, and you've spent plenty of time fine-tuning your skills, but taking that jump into the public eye and building relationships is risky.

Here's one more thought based on an old proverb:
The best time to plant a tree is twenty years ago.
The second best time is now.

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Wrapping Up 2022

11/21/2022

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by Skip Cohen

​It's November 21 and the end of the year is just 40 days away. While there's still time for plenty of business, you're down to the wire. While 2022 has been better than the "pandemic years," anybody who tells you "it's been easy" is lying. Still, there are a lot of success stories out there - business is back.

With less than six weeks to go, and Thanksgiving just a few days away, here's a different way to look at the year: Years ago, I used to share wisdom from the Walk the Talk books.  I was looking at Finish Strong and found a great quote:
"To finish first you must first finish!"
Here's my point: No matter what you didn't accomplish this year, you're still in the game. The ending of the year is only a fiscal measurement, not a rolling average of your growing passion, skill set, ideas, customers, or promotions.

Every day you grow a little more as an artist, and if you've been up nights worrying about your choices, you still have your passion. Nobody can steal that unless you give it to them. You can only do your best! As trite as that sounds, appreciate what you've learned and how far you've come instead of worrying about how much you still have to learn!

And for those who like to procrastinate, over-think, and ponder instead of taking a few risks...
"People who take risks are the people you'll lose against."
John Sculley
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Down to the Wire

11/16/2022

1 Comment

 
Picture
​by Skip Cohen

A comedian once said, "It'll be my luck when my ship comes in; I'll be at the airport!"

It's a funny line, but sadly the way some of us feel at times. But it's just a one-liner and doesn't have to be your reality. We're down to the wire with minimal time for you to remind your target audience that you're in the business of capturing memories. And as sappy and overused as that expression is, you've still got time to put it to work before that last wire snaps!

  • What are you doing about holiday cards? Not just for clients but your own. Check out Marathon's BOGO program, which will help increase revenue on client cards, as well as save you money on your own.
  • Have you booked any "Day in the Life" sessions for this holiday season? Here's one of my favorite products. You don't need to spend an entire day, but how about 4 hours on location with a family, a child, or a pet? Think about the preparation that goes into Thanksgiving in so many families. One of the best album-building opportunities is to spend the day in a home as Mom, Dad, Grandma, and the kids get ready for Thanksgiving.
  • Pet photography is number three in the hierarchy of why people hire a professional photographer in the portrait social categories. It's grown to be even more in the last few years - pets are part of the family. And I've shared this before - it's a statement from Morgan Stanley on investing. But for you, it's a forecast of where to place your bets on services for your clients:

The $100 billion pet industry is poised to nearly triple to $275 billion by 2030, creating potential tailwinds for pet-friendly stocks...The pandemic has upended the lives of humans, but for pets, it's been a bonanza: Their owners have been home all day, showering them with attention and treats...Morgan Stanley's housing strategists estimate that the growth trend of US pet ownership more than tripled during the pandemic. 

  • Have you called your lab? It's a simple phone call with one question, "What's new?" Technology never stands still. You need to know what's new, but don't forget what's old. For example, canvas prints are old to us but not to many consumers.
  • Are you involved in your community? What's going on around you over the next few weeks? Look for ways to be more active when it comes to giving back. Then use your presence on social media to promote the organizations you're supporting. Be an ambassador!
  • Say thank you! Don't forget to recognize those who have exceeded your expectations in support of you and your business. Take a look at your network. Whether it's a fruit basket, a bottle of wine, or a flower arrangement, now's the time to start planning a more formal thanks to that handful of people who have watched your back.

Here's my point - that last wire hasn't broken yet. There's still time for you to keep building relationships with your clients. Just remember, this holiday season, there's a renewed sense of family and the potential to make this a solid final stretch for holiday sales in 2022.

And if you're stuck for ideas - you know where to find me.
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Tomorrow, November 9 - On The Grid!

11/8/2022

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Erik Kuna, Scott Kelby, Skip Cohen on The Grid in 2020
by Skip Cohen

The best thing about our industry is the friendships that come out of everyone's love for the craft. Platypod and the KelbyMedia team have an incredible relationship extending well beyond friendship. Both companies have a solid focus on education and helping artists raise the bar on their skill set as well as having fun.

"Fun" is one of those words too often lost in business today, but not with these guys! And if you've ever hung out with any one of us in the shot above, then you know it's a work-hard-play-hard scenario.

Tomorrow at 1:00 PM EST, I'm on The Grid joined by photographer and educator Dave DeBaeremaeker.  We're going to be talking about getting the most out of workshops and conferences, the importance of diversity in your skill set and we'll have some fun looking at some of Dave's most favorite images. I'll also be sharing a fun announcement wearing my Platypod hat and kicking off the holiday season. 

See you on The Grid at 1:00 PM this Wednesday, November 9, 2022.
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Doing a "Fire Drill"...for Your Business!

11/7/2022

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It's not the strongest of the species that survive,
nor the most intelligent, but the one most responsive to change.

Charles Darwin
by Skip Cohen

When I was a kid, several times a year in school we'd have a practice fire drill. At the risk of giving up how old I really am, I also remember emergency drills during the Cold War and the craze for a need to have a home bomb shelter. Today's kids have even more to deal with because of school shootings. And right up to present day, we're in tune with hurricane, tornado, flood and fire threats. 

But so few of you are truly prepared for the "what ifs" in your business!

Think about the pandemic. It was March of 2020 and professional photography came to a screeching halt! If you were a one-trick pony exclusively devoted to a single specialty, most artists were dead in the water and might still be working at Home Depot!  It was horrible, as the world around us shut down.

We grew up on stories like the three little pigs - but we still built our houses of sticks and straw. So, what have you set up for your business to make it more secure? If a disaster like the pandemic rolled back in tomorrow, what would you have in place?

  • How's your skill set? Diversity is one of your very best insurance policies. If you're a wedding photographer for example - if your audience disappeared what would you do?
  • Who's got access to your computer, files and phone, text and email messages if something were to happen to you?
  • What about a local emergency? Who would you call for help in the event you suddenly had to shut down?
  • How's your presence in social media? I'm not suggesting you have to be posting every day, but do you have a circle of forums in which you're involved?
  • Is your network contact information updated?
  • Do you have a contact list of people/companies critical to your business? Is it complete with phone numbers and email addresses?
  • More specifically, do have your gear set up in a way that you could leave in an emergency and take the necessities to run your business with you?

And you can drill this down as much as you want. For example, who's your back up if something goes wrong, short or long term and you can't make an appointment? Who knows all your procedures and passwords? Does somebody have account information, including your bank account and the ability to write a check or pay a bill in your absence?

Most of us know the safety drill from the airlines by heart. From the exits, to the life jacket to the oxygen masks we can lip sync every flight attendant's speech.  But we've got nothing in place for the one thing we do the majority of every single day - run a business!  
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