"But Skip, there's still not enough to write about!" by Skip Cohen
I realize there are plenty of people who believe the days of blogging are long gone, and to a point they're right. But I still believe the most important issue is being relevant to your readership, however you're reaching them, and blogging does help contribute to SEO. So, I'm sharing content topics - they don't have to be used as formal blogs, but could easily morph into posts, reels or sound bites on Facebook for example. My point is trying to give you ideas to keep strengthening your brand as an imaging artist in your community. When somebody tells me there's nothing to write about where they live, they just haven't looked hard enough. There's ALWAYS something going on worth talking about! Here's the last round of content ideas. It's not meant to be all inclusive. Put together with my building blocks from the previous two posts, you've got plenty of content for social media...regardless of how it's delivered.
There are twenty+ content ideas for you to share. Your goal is consistency in sharing great information and building brand awareness as the photography expert in the community. Remember, these give you content to share during those quiet weeks. You still have images to share with things like "365 Projects," client shoots and challenges, and events happening more in real time throughout the week.
0 Comments
"But Skip, there's nothing to write about!" by Skip Cohen
I started with your website, and blog basics earlier in the week. Now it's time to move to content ideas. Most of you are sitting on a goldmine of topics, not just for your blog, but other places you're sharing in social media. Sadly, you're often too close to your own business to recognize how much value there is in so many different aspects of your knowledge about imaging. Remember, the key to building readership and followers is all about being helpful. Become the Imaging Expert: As a photographer, you do things you take for granted every day. Let's help Mom, Dad, and the kids become better artists. They're not going open up down the street and compete with you. So, whether they use a conventional camera or a phone, let's help them raise the bar on their images.
There's a very practical advantage to the ideas above - each one allows you to share some of your images as examples of the right and wrong way to capture their memories. You're establishing yourself as the expert in imaging in your community. And to take it a step further, some of you have the skills and ability to hold physical classes and photo walks to help your audience capture better memories. As their skills grow, you become more established as the expert in your community, and you're opening the door for more advanced techniques. At the same time, you're developing top-of-mind awareness of when they need a professional photographer. Coming up tomorrow - another set of ideas for blog topics. There's always something to write about and share! by Skip Cohen It's funny how January rolls around and so many of you put the brakes on, thinking you can just kick back and chill for a few weeks. I'm not questioning business owners needing a break, just the timing if you stop working altogether. It might be the slow season, but "slow" is only about revenue and clients coming through the front door! Right now, things can be as busy as you want them to be when it comes to building a stronger business in the new year. I'm continuing my quest to give you ideas to build a more substantial business and, at the very least, give a few of you a jump start. Next topic up: I want to focus on your blog in the next two building block posts. "Your website is about what you sell. Your blog is about what's in your heart." Here are some great tips on building a blog. While I'd love to take credit for all of them, many of them are thanks to my good buddy Scott Bourne. They apply not only to maintaining a blog but also to any place you're trying to build readership and followers.
And there they are, ten tips to help you build a blog that draws in readers. But a blog alone isn't enough. You need to weave a web around your readers so they're finding you in multiple locations. It's all about building a more recognized brand, starting with being helpful to your followers. Check in tomorrow for thirty content ideas to write about! by Skip Cohen For close to fifteen years on three different blogs, I've been sharing ideas to help you build a stronger business. While technology has never slowed down, there's not a lot left that I haven't written about when it comes to marketing. Yet there are so many of you who act like procrastination is a strategy! Too many of you are flying by the seat of your pants, being reactionary, with no planning or strategy for the new year. You wouldn't get in your car for a trip across the country without a bit of planning, including the route, cities you wanted to visit, accommodations, etc., Yet you're attacking the new year without a roadmap. I'm bringing back an updated building block series because NOW is the time to lay the foundation to make 2024 your best year yet. Let's start with your website:
We're in a "you snooze - you lose" scenario. We might be in the slow season, but it shouldn't be slow for you as a business owner. Valentine's Day, Easter, prom season, Mother's Day, Father's Day, and graduation are all around the corner. This is the first Marketing Monday for this series - coming up we'll hit at least seven more topics to help you build a powerhouse business in the new year...but remember, even with great marketing, you still need an outstanding skill set when a camera is in your hands! by Skip Cohen
At the last minute yesterday, I decided to head to IUSA next weekend. I keep in touch with dozens of photographers weekly, and I felt free of the need to be in Louisville for the convention. But the closer it got to the show, the more I questioned my decision. So often, I forget to practice what I preach. In this case, I need to recharge my battery when it comes to imaging. With a home office and most interaction online, there is no replacement for being together with other photographers, vendors, and friends. My anticipation is almost overwhelming! Just the decision to be at IUSA has created some great energy. So, if you're like me and had decided not to attend, I was surprised that I could lock in decent flights and the hotel this late. Why IUSA? Well, it's the first big show of the new year for most of you. Next, you need to spend time building your network, and there's no better place than a great convention. With nearly 150 exhibitors, it's an opportunity to check out new products, services, and technology. Plus, PPA's educational platform this year is one of their best yet - it's a chance for you to fine-tune your skill set. Here are just a few reminders if you're heading to the show.
I'd love to catch up with any of you headed to the show - look for me at the Platypod booth 1226, Marathon booth 727 or just out and about on the trade show floor. by Skip Cohen We closed the door on 2023, and most of you would like to kick back for a few weeks and chill. I get it, and that's fine if it fits your goals for the new year. But there's an opportunity coming up that, with a little planning, can be your first step into building stronger revenue for 2024. Valentine's Day is a perfect time for boudoir and family portrait artists to ramp up a little business, and NOW is the time to spread the word. But it's also important to have something going on that gets your target audience excited...
Here's my point - it's great to kick back and chill, but if you've got the skillset, a Valentine's Day promotion is low-hanging fruit. It's perfect to get back in the swing of things and remind your audience what you do for a living...you help people create and capture memories! by Skip Cohen It's Marketing Monday, and for at least the last ten years, I've shared ideas on things you should be doing to build a stronger business. I've covered just about everything, but there's one more idea I want to hit this morning: the diversity of Marathon Press. My history working with Marathon goes back 30+ years. Yes, they sponsor SCU, but they didn't ask me to write about them today. As everyone looks for ideas to make 2024 a record-breaker, Marathon has so many ways to help you achieve your goals. Let's start with their diversity as an industry-supporting vendor, and this is only a part of the support they offer.
Here's my point this Marketing Monday - stop thinking you have to fly solo all the time. Most of you are small business owners and you don't have the staff, the time or the budget to create, build and launch exciting marketing programs - but Marathon has an amazing staff and products/services.
And they're just a click or phone call away...(800) 228.0629 or click on their logo below. by Skip Cohen In the "old days," there was always time to kick back and chill after the December holidays. January, especially, was considered the start of the slow season and convention time. And while winter is slow in most areas, that's only from a consumer perspective. As a small business owner in photography, it might be quiet, but you've got some planning you should be doing for the next wave of seasonality.
I get it - 2023 wasn't the easiest of years, and you'd like to hibernate for the winter. But here's my point: a little planning now sets things up for the whole year. And there are few things better than being a business owner with momentum going all year long! Whether you've put any formal time into planning the year ahead or you're still in vision mode trying to think through what you want to be when you grow up - everyone has goals. And while some are tougher to achieve and more long-range than others, nothing changes the importance of planning and turning wishes into reality. "If it weren't for change there'd be no butterflies!" Unknown Author by Skip Cohen It's January 8, and time is flying by faster than I'd like! While I know time never slows down, procrastination is a luxury. This time of year, we all go through the same process - We think about the previous year, set goals for the new year, and then work on what we need to do differently to make this year even better. Maybe everything in our skill set was right for last year, but now we need to expand to focus more on marketing to a broader audience and offer more diverse products/services. Or, perhaps the product line is fine, but we need to find more ways to reach more people. We spend January 1st walking through our lives, room by room, drawing up a list of work to be done, cracks to be patched. Maybe this year, to balance the list, we ought to walk through the rooms of our lives...not looking for flaws, but for potential. Ellen Goodman This is a short post on this first Marketing Monday of 2024. Its purpose is to plant a few seeds to think things through before you jump back into expanding and building in a new direction too rapidly. What if you change virtually NOTHING to start the year?
Here's my point - every year is a struggle to grow your business. Some years growth is faster than others, but overall it's the same process. Maybe you need to pat yourself on the back and take some time, without interruptions, to analyze how you really want to achieve your goals. If last week was the time to recharge, then this week is a prep week. Where are the best possibilities to find areas for growth through diversity and increased brand awareness? There's a great buzz in the industry this year, and there is lots of optimism for 2024. Two great conventions, IUSA and WPPI, are coming up with opportunities to spend time with your peers and so many of the key vendors and educators. At the same time, social media is exploding with opportunities, and even direct mail has the potential for targeting campaigns as you launch a new year in business. Don't rush to change things in your business just for the sake of mixing things up a little. Every business has a formula, and no two artists are the same. The key is to implement things that work best for you and, at the same time, help you expand your reach. What a year this is going to be! PS If you're stuck on ideas in the new year and need some help, you know where to find me. Just IM me on Facebook, and I'll get back to you. by Skip Cohen
This is that strange time of year when it's quiet from the consumer side of life and in limbo for many small business owners. It's the perfect time to hit the reset button and clear your head. But before you kick back it's also time to tie up loose ends from 2023 and do a little prep work for the new year. From loose ends to preparing for the year ahead, here are some quick ideas:
Here's my point - yes, we're at the start of the "slow season," but that doesn't mean it's slow for you as a business owner. This time of year is always a balance between things you need to do ASAP to wrap up last year and the need to kick back for a few days and clear your head. As I wrote recently, now is the time to do a little dreaming...with your eyes open. The only thing that hurts more than paying an income tax is not having to pay an income tax. Thomas Dewar by Skip Cohen I ran this last week, but it got sort of lost in a late day post, combined with the distractions of the holiday season. There's too much in here that's relevant, and too many of you who don't pay enough attention to the financial side of your business. Have you made every purchase you need to before year end and doing your taxes for 2023? Is there anything you're going to want to deduct that's related to your business? It's NOT rocket science! When looking at the cost of doing business, so many of you need to remember all the things you spend money on that might be deductible. I'm not an accountant and don't profess to understand tax law, but here are some things to consider. As you review it, I'm sure you'll find other things I might have missed. People don't know how much they have to be thankful for, until they have to pay taxes on it. Ann Landers Here's my point - if, for example, you've been thinking about buying a new large-format printer, talk to your accountant. See if there are benefits to buying it before year-end, and also ask about the allowable depreciation. Don't forget to check into leasing vs buying high ticket items - leasing utilizes somebody else's cash without depleting yours! So many of you get excited over how much you think you make on sales because your lab costs are so low - but what about everything it took to build and maintain your skill set and build your business? A fine is a tax for doing something wrong. A tax is a fine for doing something right.
Anonymous The only thing that hurts more than paying an income tax is not having to pay an income tax. Thomas Dewar by Skip Cohen It's Wednesday, and as I started to grab the camel shot, I decided to make the jump to a bit of humor. Naturally, there are those who won't appreciate it and will consider it tasteless, wondering if I've lost my mind. If I have, my ability to laugh is still wholly intact. After all, it's Hump Day! In the meantime, here's the perfect topic for December 13, just 2 1/2 weeks before the year ends. Have you made every purchase you need to before doing your taxes for 2023? Is there anything you're going to want to deduct that's related to your business? When looking at the cost of doing business, so many of you need to remember all the things you spend money on that might be deductible. I'm not an accountant and don't profess to understand tax law, but here are some things to consider. As you review it, I'm sure you'll find other things I might have missed. People don't know how much they have to be thankful for, until they have to pay taxes on it. Ann Landers Here's my point - if, for example, you've been thinking about buying a new large-format printer, talk to your accountant. See if there are benefits to buying it before year-end, and also ask about the allowable depreciation. So many of you get excited over how much you think you make on sales because your lab costs are so low - but what about everything it took to build and maintain your skill set? Happy Hump Day! "A fine is a tax for doing something wrong. A tax is a fine for doing something right."
Anonymous The bad news is time flies. The good news is you're the pilot! Michael Altshuler by Skip Cohen It's unbelievable to me that today is December 1st! It comes at the same time every year, but why am I surprised? This year it's hitting me harder for whatever reason. I feel like I'm trapped in an old movie and the hands of the clock are spinning. It seems like we just appreciated Spring-time, and then Summer was over in a flash. We crashed through Fall, and here we are. This is a very short post this morning with just two points. Business-wise, we're down to the last round of seasonality. You've got only a couple of weeks to chase down loose ends and anything you can do to impact this year's business. However, remember how you deliver and keep your promises to your clients now, sets the stage for the new year. On the personal side, the year is coming to a close. Whether it's home projects, new ideas, or even friendships you want to maintain - whatever is on your agenda, it's time to step up. Stay on top of your dreams. Wishing everybody a terrific weekend and time to savor time! There's only one thing more precious than our time and that's who we spend it on!
Leo Christopher by Skip Cohen It's Marketing Monday, and I'm headed in a very different direction than usual. Besides, over the last month or two, I've covered virtually every topic you should be considering in marketing for a solid finish to the year. Today's post concerns recharging your battery mid-year, expanding your skillset, and picking up new ideas to make 2024 a great year. One of your greatest and most valuable resources is a great conference! Nothing beats a LIVE get-together with other artists, but it's no easy task to put something together. Remember my background - I was with WPPI for seven years with a fantastic team that took the convention to over 15,000 in 2009. Take my history one step further, and with Tony Corbell's help, we launched Hasselblad University. Now, add my time on the PPA Advisory Board, Akron Photo Series, and dozens of other regional/local conferences. I fully understand the challenges in putting together even the smallest workshop. Well, Sherry, Suzi and the ClickCon team had a new challenge to face for 2024...the Democratic National Convention is in Chicago, and the Republicans are in Milwaukee a little over an hour away, both in the timetable for ClickCon. That's an incredible challenge for hotel space for a small workshop, let alone the fastest-growing conference in imaging! They just announced Detroit, and DETROIT works! It's a great city for a convention and far enough away to be out of the craziness of the two political conventions. For those of you in the Midwest, check out the circle above and the stats below...most of the major markets are four hours or less driving time! Trains, Planes, and Automobiles isn't just the title for an old movie - it's the selection you've got to be at what's become one of the best conventions in photography. And they've even come up with packages that include your hotel stay! Here's the bottom line - I grew up east of Cleveland, and except for the PPO convention each year, there's not much to draw from when it comes to great conferences for photographers and videographers. To have an event of this caliber just 4 hours away is a real asset. Plus, if you drive like Sheila and I do, you can always shave off at least 1/4 of the Google estimate on travel time! What a kick! Put it on your calendar and take advantage of the early pricing discounts. Just click on the banner below. Intro by Skip Cohen
My good buddy Scott Bourne first shared this post on SCU ten years ago. While I've pulled it from the archives a couple of times over the years, it's too good not to share again. And if you're already a working pro, it's still a great read. You might be surprised how many points Scott made that so many of you have forgotten, especially #5! by Scott Bourne (While these mistakes also encompass other areas of the professional photography business, at their core, they are marketing mistakes. See if you are making any of these mistakes and what you can do to correct them.) 1. Don't think about selling your image to the masses. Think about selling to people who live in your own zip code. Trying to start out like you're Ansel Adams with big gallery sales all across the country isn't going to happen. Just own your own zip code and don't worry about your images going viral. 2. Don't spend money on a studio, lights, camera gear, backgrounds, etc. until you actually have a customer. You can rent all the stuff you need to do a shoot. In fact, the big shots mostly rent everything when they are shooting big jobs. Why should you aim to be any different? 3. Don't focus on launching until you can sell. Focus on sales. Spend your time selling. Learn everything you can about the sales process. Read every sales book you can get your hands on. Expect to spend way, way more time selling than shooting. If you're doing it the other way around you're going to end up on the wrong side of the scoreboard. 4. Don't worry about a business plan if you don't have a superb portfolio. Develop a killer portfolio before you worry about building a business plan. Make sure you have honed your craft. Make sure you know what you are doing. Don't worry about the big plan. Worry about being a great photographer with a great portfolio where every single image rocks your world. 5. Don't think you can run a photo business just because you are a great photographer. You need to be good at all the things that go with running a business, or get help doing those things. You need to have good bookkeeping, inventory control, accounting, legal, marketing, branding and sales on board before you even think about entering photography as a business. 6. Don't run your business with a negative mind. Too many photographers spend their time and money trying to build a wall around their photo business. Don't write 100 page contracts. Don't treat your customers or prospects as if they are out to cheat you. Just have a good attitude and move ahead. 7. Don't fake it until you make it. If you can't carry your weight, you'll ruin your reputation. So if a client says "can you do aerial photography?" and you've never even been in an airplane, don't say yes. You may want to partner with someone who can do that, you may want to refer the prospect to someone else, but don't claim you can do it if you can't because you will suffer from a bad reputation with that prospect and all their friends for all time. by Skip Cohen
It's almost 4:30 PM on Marketing Monday, and here I am just writing today's post. No excuses, but a light-hearted explanation. Ever had a day that went by so fast you feel like you missed it completely? The day started out with a battle with Comcast after we lost Internet service last night. Then came a few errands to do before the Thanksgiving rush, followed by editing an upcoming podcast for the December Tamron Recipes series. Throw in a few phone calls and like a cartoon character getting an idea with a lightbulb going off above my head, I realized I never posted. I'm hoping most of you are flat-out working on holiday orders for your clients. It's one thing for me to miss a post on my blog, but another entirely if you miss a customer order or challenge the trust a client has put in you to deliver as promised. Here's my point - First, slow down a little and do a check at the end of the day. Review everything you worked on. Second, if you did screw something up, don't hide it. Be upfront and always communicate with your client. Third, remember to take a break during the day - I didn't and went non-stop on the list I had in my head of what I wanted to accomplish. Last but not least, I love a check-off list...I'm old school and have a huge whiteboard on the wall above my desk. Putting stuff in my phone doesn't give me what I need, but writing it down manually stays top-of-mind. It's Marketing Monday, and if nothing else, my post might help a few of you remember things you want to wrap up before the Thanksgiving holiday. Or, if you're outside the US and this isn't a holiday week, you're still rushing to make the deadlines most important to your clients. Remember to slow things down enough to double check what you're working on. If you want to go fast, go alone. If you want to go far, go together. African Proverb by Skip Cohen Ten years ago, I was writing for Shutter Magazine. All the writers would include a short video with each month's article. I had a blast doing the videos, realizing early on that the more absurd my presentation, the more likely readers would remember my marketing point. In this video, going back ten years ago, I hit hard on partnerships, especially with promotions. I've just published posts on the same topic in the last few weeks. Partnerships allow you to share the cost while expanding your reach to each company's database. Plus, each company becomes an ambassador for the other partners. Stop thinking you have to do everything solo! Happy Throwback Thursday! “People don’t buy what you do, they buy why you do it.” Simon Sinek by Skip Cohen
It's "Hump Day," and I do my best to keep it relatively short but still relevant. The "why" we do things is at the top of my mind this morning. As a photographer, your target audience doesn't care what awards you've won, what gear you have, or how your grandfather gave you your first camera. All they want to know is "why" you love being a photographer and if you can be trusted to capture the kinds of images they want. Too many of you write your bios, forgetting about your audience. When it's time to open your heart, you submerse yourself in meaningless factoids about your skills. If they're reading your bio, they're already interested in getting to know you better - don't bury them in your list of print competition awards, gear details, and the history of your business. Tell they why you love imaging. Share why your clients trust you to capture what's in their hearts. It's the "why" that makes us all more interesting. It's the "why" that makes my story different from yours. It's the "why" that takes millions of stories from people worldwide and gives them color, emotion, and commitment. In terms of my "why" - I simply love photography and the business of helping more people understand its importance. I love working with so many of you to help you see your potential, and in turn, you help me see mine. I feel a special rush walking into any photography convention, conference, or trade show. And it's not just conferences and conventions - In a few minutes, I need to head up to Clearwater (near Tampa) to catch up to a whole bunch of great friends on Scott Kelby's The Grid. Eddie Tapp is in town and a guest, along with Larry T. (founder/inventor of Platypod), Larry Becker, Judy Host, and the whole Kelby Media team. It's that energy of being together with great friends that confirms I love this industry. Stop worrying about "what" you do and start sharing with people "why" you do it. The "what" is from your left brain and a series of cut-and-dry statements; the "why" is the right brain and is all about your personality, passion, and emotion. Plus, your "why" is unique, while your "what" is often the same as everybody else's. Happy Hump Day! by Skip Cohen From prints to albums to image boxes, there are so many different ways to help you market your skillset. But for many of you, image boxes represent an entirely new direction, especially as a marketing tool. Here are three ideas targeting different types of clients:
Image boxes come in all shapes and sizes, and you've got the creativity to develop promotional programs that are just as diverse. Click on any of the four well-respected companies above to help give you more ideas. There are hundreds of others. So, if you don't see anything you like here, call your lab or album company and find out what they offer. The key is to be different and make your promotional offers unique from what your competitors are doing. As my buddy Terry Clark said several years ago: "Look at what everybody else is going and then do something different!"
by Skip Cohen Last week, I held an online coaching workshop for VIP attendees from the Hair of the Dog Summit I spoke at a few months ago. We've all attended various workshops and taken tons of notes. The we return home, letting life get in the way and not following up on actionable ideas. The purpose of the follow-up program was to help these artists stay focused on things they could still be doing to contribute to this year's success in holiday sales. It's November 13, and there's still time for you to have an impact on making 2023 one of your very best years ever!
You'll miss out if you keep procrastinating and waiting for the business fairy to sprinkle magic dust on your doorstep! There are no unicorns when it comes to building your business, just hard work and your ability to create top-of-mind awareness with your target audience. No one blog post can cover all the ideas out there, but it's Marketing Monday, and there's still time for you to have an impact on this year's sales. I want to help you THRIVE, not just survive! |
Our Partners"Why?"Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.
Categories
All
|