by Skip Cohen

There seems to be an abundance of negativity in the air. But today's post is NOT about politics; it's about photography. Most of you are professional photographers or aspiring to be, and too often it's an uphill climb.

Let's get rid of all the "negators" in our lives. Just in case you don't understand how I'm using the word, it's my favorite word for all those people who tell us why we can't or shouldn't do something! They're the ultimate right-fighters, sure that their opinion is the only one with any accuracy. They seem to live for the opportunity to wait for you to fail so they can proclaim they saw it coming! 
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Photography is an art form and so often misunderstood, especially by family members and friends. They don’t understand your passion to be an artist. They assume you’re going to starve in the process. They may never have seen your work and question whether you’re good enough. They don’t understand why you can’t just go out and get a “real job”!  Sound familiar?

The result is most often damage to your self-confidence. Here are a few things to help you stay focused, pun intended, and give you a little reinforcement. You know how to focus your camera, but do you know how to hold the focus on your career path?
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• Look at old images. Go back and look at your very first images. It might have been a party you photographed, a landscape while on vacation, or maybe just a few shots of your kids. Now compare them to where you are today. If you don’t see a difference, you’re in trouble, but most of you will see growth in the way you compose and expose today. As you gain experience, you should see serious changes in lighting, composition, depth of field, and creativity.
• Roberto Valenzuela suggested a terrific tool for practicing the craft on a GoingPro podcast many years ago. He suggested you go back to the last wedding you photographed and look at all the bad images.  “Look for what you missed and learn to understand why each image wasn’t good!”
• Enter some images in a print competition. This is a personal favorite. Whether you enter prints or not, at least attend the judging at the next convention where it's open to the public. Listen to what the judges are saying about each print. Use their suggestions to guide your own work.
• Find yourself a supportive Facebook forum. There are so many groups within photography, and while now and then you'll run across a troll who doesn't like the images you share, remember, "Beauty is in the eyes of the checkbook holder!"
• Join your local chapter or guild of professional photographers. Sooner or later, everyone shares the same frustrations. A local chapter of other photographers becomes a support group and an essential part of your network. There’s real comfort in knowing your peers share some of the same concerns and frustrations.  
• Surround yourself with positive people. Sooner or later, the "Negators" in your life will hopefully come around, but for now, keep the people throwing up roadblocks on the sidelines. All they contribute to your life is stress.
• Listen to your heart. It sounds hokey, but you know what you feel inside. You know what your gut instinct is saying about your passion for being an artist.
• Don’t respond to trolls! When you do step out into the public forums and get shot at by a troll, don’t let yourself get caught up in the battle. Don’t respond. Your silence is far more effective at driving them mad!

by Skip Cohen

​It's Hump Day, and as I sat down to write this morning, for whatever reason, I was thinking about how so many photographers today have a "that's good enough" attitude regarding the quality of their images. Too many of you never think about how the photographs you capture, especially portraits, might be of value later on.

I'm not talking about the rush to meet a deadline and occasionally taking a shortcut. We've all done that. It's acceptable when you're grabbing a photograph for your archives, or even fixing something at home. However, when it comes to a client, only your best is good enough.

In 2016, my good buddy Bob Coates shared one of his favorite portraits with me, "Randy," shown on the right.

I hope you listen to the short podcast with the photograph, but here's the summary. Randy was struck by a car and died two to three weeks after Bob captured this image. Bob's portrait was one of the last photographs ever taken of him.

One more major example, looking back to 9/11. Remember the tragedy and the photographs posted as people searched for lost family members and friends? Because so many of the victims were relatively young, there were hundreds of professional portraits, usually bridal, college, or high school senior shots.

Throughout the industry, there are stories from professional photographers who captured the last images taken of a specific subject.

Here's my point - NEVER compromise on the quality of an image. Your clients trust you to capture the best photos, and you owe them your full attention. You never know how important today's photographs are going to be tomorrow!

by Skip Cohen

I've written a lot about diversity in your skill set, as well as the services/products you offer your target audience. Family portraiture is one of the most lucrative extensions for a photography business, but more importantly, it's all about relationship building. When you do a great job photographing a family, it becomes a stepping stone into other aspects of imaging as the family dynamics change and the kids grow up.

I'm a big fan of Marathon's Family Marketing program because they're sharing their expertise in the category and, at the same time, helping you grow as an artist and business owner.

I'm always amazed at the number of relatively new artists and even a few seasoned veterans who don't realize the level of support available from Marathon. This is all about locking in a stronger revenue stream and Marathon's "we got this" approach to building your business.  

What I love about their Family Marketing Program is the way they take on all the work. You've got your choice of three different mailings plus a fourth, optional reminder. Marathon's team will work with you on your images, the copy, and the timing you want for the mailings.

But I want to add an "upgrade" to the concept of family portraiture: a Day in the Life shoot. Rather than just a typical family portrait sitting, how about spending a slug of time with a family? It doesn't have to be a full day, but imagine the potential for storytelling if you were on location with a family for several hours.

Nobody can tell their story better than you! You're there to document the love and interaction between all family members, including pets. And the potential for a small album gives you a chance to create something memorable that becomes their unique story. It also lets you showcase your skill set beyond individual portraits.

If you're a family and children's photographer or interested in expanding your business, then click on the banner above and check out your options. You've got so many choices. From oversized postcards to accordions and gift cards, you've got an incredible combination of eye-catching ways to plant the seed for a family portrait session. Here's your chance to develop a complete marketing campaign to pull clients into the family portrait season, and best of all, Marathon is the perfect remedy to reduce your stress in the process!

Marathon makes it so easy, including exclusivity on mailing lists within ZIP code ranges. The available design for this 3-part mailing is limited to only one studio per marketing area—call (800) 228.0629 to reserve your preferred ZIP Codes. ZIP Codes are protected on a first-come, first-served basis.

Plus, if they're helping you with your own customized family marketing program, you'll be free to work on other aspects of growing your business.

by Skip Cohen

​We're into the "Dog Days of Summer". Business might be a little slow, but that gives you time to fine-tune your marketing plans for this year's holiday season. For so many artists, it's a time when you start to think about new gear and how it might make a difference in the quality of your work. 

Great gear is always a benefit, but without the skill set, a better camera or other gear will NOT make you a more impressive artist! But while I'm going to talk about your need for more equipment, I'm more interested in giving you ideas on how to get what you need without screwing up your cash flow!
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If you've followed me for even the shortest amount of time, then you know I call it like it is. When it comes to gear, a great camera won't make you a great photographer any more than buying a Porsche makes you a race car driver!  That means your skill set has to have priority over everything else. If you don't have the skill set, then you're not going to meet the mindset of each client. Any moron can get their first customer - the challenge is getting them to come back and to insist their friends check you out as well!

If you absolutely need new gear, here are some suggestions:
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1. Get to know your camera dealer! From cameras to lenses to lighting, the camera dealers are at the hub for all the manufacturers of the products they carry. This is all about "Relationship Building 101," and somebody at your local camera store needs to be in your network!
2. Rent it first! Joe Buissink once told a great story about a tilt/shift lens he thought he needed to make his work look different in his early days. Well, he bought it, and it tied up his cash flow. He barely used it, and eventually sold it for a loss.  
3. Shop for rebates! Don't buy anything these days without at least checking for seasonal rebates and promotions. If you don't immediately see a rebate or promotional program on whatever you're about to buy, start by checking with the manufacturer. Also, pay attention to professional services where a manufacturer might be offering additional discounts to its registered users.
4. Check out convention specials! Many exhibitors offer trade show specials, making it an ideal time to buy gear.  While the major conventions are over for this year, IUSA is coming up in 5-6 months...and we all know how fast time goes by lately. So, identify your needs before you hit any convention. I know it's tough, but do your best to stay out of the impulse purchase mode and stay focused on what you need - not want!
5. Consider used gear! From career direction changes to turning over gear because of new technology, there's a lot of previously owned equipment available. It's worth keeping your eye out for some great deals. But know what you're buying and who you're buying it from! You've also got some great used gear at the dealer level, which often comes with a short-term service warranty.
6. Lease it! On high-ticket items, you don't always need to OWN it. Leasing can be incredibly affordable, give you the same tax benefits, and allow you to "utilize someone else's assets without depleting yours!"
7. Bring in a partner...or two! On some of the more expensive gear, consider sharing the cost with another photographer! For example, let's assume you want a large format printer. Why not buy it with another photographer or two and all of you share the use? I've written a lot about partnerships, and they apply to everything from gear to studio and office space. Share the cost and reduce the pain!
8. Know your reps! One of the biggest reasons to attend any convention is to build your network. For every piece of gear you own, you should also have met and talked with the rep at the manufacturer or vendor. Ask the staff at your local camera store for the name of the local rep who handles your core products - especially your camera, lenses and lighting.

Having reliable gear is a necessity, but stay focused on building your skill set first and keep the expense on equipment to smart decisions. Years ago, Vincent Laforet spoke at Skip's Summer School. He talked about his early days and how often he didn't have the gear he needed. He asked the audience, "Do you know what you do when you don't have a long enough lens?" He answered almost immediately, "You move in closer!"

I know that's simplistic, and it doesn't always work that way, but Vincent's point was simply that it's your skills that will make you great, not your gear!

by Skip Cohen

I was in Costco recently, and Halloween vibes were already in the air. That means ALL the holiday push is right around the corner.  Combine that feeling with online companies doing "Christmas in July," and it's obvious retail is pushing everyone to shop early!

But from my perspective, that's good news for you as a small business owner and artist. A push to start shopping early, considering this is still August, means you have much more time to impact your target audience.

Here's a list of things to think about to help make your presence more recognized and be a leader in service ahead of the seasonality of the fourth quarter crunch:

• Fast Response: When a potential client contacts you, respond quickly! That means you need to check whatever system you use for customer contact regularly. Don't let text messages, voicemail, or email sit without a fast response.
• Your Online Presence: With social media or if you have a blog and only post whenever a full moon falls on a Tuesday - get your act together. Your website is about what you sell—your blog/social media presence is about what's in your heart—post at least twice a week, same days, same times. Be consistent.
• Planting Idea Seeds: Give your audience creative gift ideas for this upcoming holiday season. Show framed prints, metal prints, even canvas is still exciting for most of your clients! How about video holiday cards? All of you have the skills to offer your audience exciting products.
• Stay on Course: Stop wasting time on social media if it's not communicating with your target audience. So many of you waste time in forums with other photographers, having nothing to do with building your business. (This includes getting sucked into the battles over politics!) I'm not suggesting you abandon your friends and associates. But keep your time focused on your client audience! Arguing over an image you like or don't like with other artists isn't going to pay the bills! I've quoted my old buddy Dean Collins so many times over the years, "Beauty is in the eyes of the checkbook holder."
• Community Involvement: We're coming up to the giving time of year, and you need the community to know you're not just another retailer out to make a sale. You've got to give back. After all, you're looking for the community to be good to you, so you've got to be good to the community. It's not hard to do - get involved with a local fundraiser, etc. You want to be visible and show you care.
• Housecleaning: Clean up your website galleries! Your images need to be about quality, NOT quantity. Only show your very best work. If an image in your galleries could have been captured by anybody's "Uncle Harry," then take it down!
• Review Your Plans: What do you want the rest of the year to look like? Take a couple of hours and think through how you'd like the year to finish. You've got more control than most people think, but success in terms of sales is a combination of creativity, communication, and establishing value. If you sit back and wait for the phone to ring, it'll never happen. And, when your ship does finally come in, you'll be at the airport! Start planting seeds of ideas with your readers/followers NOW!
• Holiday Cards: Yes, it's still summertime, but you should be thinking about images for your holiday card. I'm talking about your personal card. No photographer should ever use a store-bought card. USE ONE OF YOUR IMAGES! On the front is your image, and on the back is your logo, email address, and phone number...studio address if you've got a bricks-and-mortar location you want to share. You can pre-print a message inside and then add a hand-written line or two for special clients and associates.

Everyone knows the expression:

By adding a side quest to your day, you create space for curiosity, exploration, and playfulness and could discover something amazing and totally unexpected along the way.
Ali Abdall

by Skip Cohen

It's Hump Day!

​It's not only the middle of the week, but for many it's considered the middle of the summer as well. It's a time when business might be slow. Fortunately, it's anticipated with people on vacation and the usual lull of things being relatively quiet... except Mother Nature's wrath this year.

Many years ago, Matthew Jordan Smith joined me on the Weekend Wisdom podcast sponsored by Sprout Studio. We talked about the importance of stepping away from your core business with special projects.

Special/personal projects help you stay focused on your creativity. This is especially important when your bread-and-butter business isn't as glamorous as you had hoped. A unique project allows you to be in complete control and can be virtually anything you decide to capture. Even if you love what you're doing and it has the glamor, personal projects help you keep creativity and motivation fresh!

And you never know when a special project can become something bigger than you planned. Special projects can become exhibits, gallery shows, books, and even new businesses. For example, Matthew's book Future American President was based on an idea that was part of his life for at least three years before publication.

For me personally, the new Facebook Group and podcast, Before They Take Away My Keys, is outside my normal work. It's a personal project that's near and dear to my heart, but having nothing to do with my core business. Another example that many of you have done is a 365 project - they help fulfill a similar need: challenging creativity and consistency.

Projects involving doing something daily don't have to do with imaging. For example, there was a story on the news recently about a father and his young son who decided to play catch EVERY day for a year. They never missed a day - rain, shine, or snow...and they kept it going even when away from home. It was a relationship builder with a purpose to create something memorable.

From Google: Personal projects offer a unique space for growth, creativity and self-discover. They turn abstract dreams into tangible reality, reminding us that the most important work we do is often the work we choose for ourselves.

If you don't have a personal project in your life, it's time to start. It's the "side quest" to each day that's referenced in today's quote. 

Life is like riding a bicycle. To keep your balance, you must keep moving.
Albert Einstein

by Skip Cohen

We've all heard the expression, "wearing many hats." It refers to multitasking and having a lot of different responsibilities at the same time. No matter who you are or what you do, you wear a lot of hats.

I've been really busy lately. Recently I've noticed a delicate balance between projects and the roles I play on each one. But as much as I complain when I have a lot to do, I love it! When I'm busiest, my creativity ramps up to meet the challenges, and I'm like the energizer bunny.

But my point is making sure I have balance between my goals and the time to accomplish whatever is on my "to do" list. What too often happens is I get to a point where something simply has to give. It's like slowing down when driving in heavy traffic.

Here's a perfect example - I was supposed to have lunch today with a good buddy. We haven't caught up in a long time, and I love catching up over lunch. To comfortably meet a couple of deadlines on other projects, I had to postpone lunch to next week. He understood completely, but that's also what friendship is all about. Again, it's all about balance.

Melody Beattie wrote:

The goal is balance. We need balance between work and play. We need balance between giving and receiving. We need balance in thought and feelings. We need balance in caring for our physical self and our spiritual self.

A balanced life has harmony between a professional life and a personal life. There may be times when we need to climb mountains at work. There may be times when we put extra energy into our relationships. But the overall picture needs to balance.

Just as a balanced nutritional diet takes into account the realm of our nutritional needs to stay healthy, a balanced life takes into account all our needs; our need for friends, work, love, family, play, private time, recover time, and spiritual time - time with God. If we get out of balance our inner voice will tell us. We need to listen.

And for those of you who feel God doesn't belong in a business blog post, get over it. Feel free to substitute whatever you believe in. The point is to pay attention to your inner voice. It's about focus and maintaining the priorities with each hat you wear.

What I love most about Friday is that its the gateway to the weekend and a time when I can take off a few of my hats and put more time into more personal things. Again, it's back to finding balance.

Wishing everybody a great weekend ahead and time to align your priorities while recharging your battery for next week. And if you're a wedding photographer and working this weekend, you already know about the importance of balance as your weekend moves a couple of days later.

  The key to keeping your balance is knowing when you've lost it.
Anonymous

Your only obligation in any lifetime is to be true to yourself.
Richard Bach

by Skip Cohen

It's Hump Day, and it's perfect for a midweek reflection on what you're working on and the "why" behind it.

I've met and talked with so many artists and business owners who sound like they're apologizing when you ask them what they do for a living. Somewhere in life, they got sidetracked by incoming revenue as the guideline for success and, in turn, happiness. While it's important, especially with the cost of things today, you still need more than that to wake up smiling every morning.

When I was trying to decide what I wanted to be when I grew up, after leaving WPPI and Rangefinder Magazine in 2009, Sheila's advice was Shakespeare's quote in today's title. And now, after almost 20 years of being together, it still comes up when I'm trying to focus on the next project.

Lou Mitchell, when he shared today's quote, wrote: Staying true to oneself is the core obligation in life, surpassing all external expectations. The approach encourages deep self-reflection and a steadfast commitment to living in alignment with one's true self. Authenticity involves understanding and embracing your own values, passions, and desires, even when they challenge societal norms or others' expectations.

It's just a short post today, but with a powerful message...don't let other people live your life. The only way to do that is to stay true to the face in the mirror. Most important of all is recognizing that when you're focused in the direction your heart tells you to go, creativity abounds!

Happy Hump Day!

by Skip Cohen

Increasing brand awareness, especially in your immediate community and with your target audience, isn't rocket science. But it does take consistency, patience, and involvement.

It's Marketing Monday, and it's the perfect time for things you could be doing right now to set your business up for fall and winter seasonality;

• Community Involvement: People like buying products/services from companies they perceive as giving back. What's great about being involved in your community is it can start at any time, regardless of whether or not you're officially open for business as a photographer. And it doesn't have to include a camera in your hands. This is about giving back and can be as simple as working with the Booster Club at the high school, filling ketchup and mustard bottles at the Friday night games!
• Own Your Zip Code: Draw a circle around where you're based and start knocking on doors! Introduce yourself to the other businesses in the community...and IT DOESN'T MATTER WHAT YOUR SPECIALTY IS! My favorite example is a wedding photographer walking into a real estate office. Once you've introduced yourself, all you need to say is, "My specialty is wedding photography, but I've got an incredible network. If you ever need any help with anything photo-related, give me a call. If I can't help you directly, I'm sure I know somebody who can."
• Use Your Blog: Your website is about what you sell, and your blog is about what's in your heart—post at least twice a week, same days, same times. Share stories/ideas relatable to your readership. Remember you're building a community.
• Social Media: And regardless of whether you have a blog or not...In the portrait/social categories of photography, that means being primarily involved on Facebook, Instagram, and even Pinterest. But remember, there are no erasers on the Internet. Stay relevant to your audience. Don't engage trolls! And stay focused on your passion for people and your art. You know how to hold focus on your subjects with your camera - so hold focus on the needs of your audience.
• Teach a Class: Just about all of you, unless you started yesterday, have enough expertise to help the community raise the bar on better photographs, even if they're only shooting with a cell phone. Share tips on composition, lighting, fill flash, posing, exposure, and storytelling. For most of you, your target audience is "Mom," so help make her a better photographer. Whether it's a program through a community center or a youth group at your church, share your knowledge.
• Partnerships: You don't have to fly solo all the time! Look for opportunities to cross-promote with other vendors. A postcard mailer, for example, with two other partners, brings your cost down to a third. Best of all, all three partners become ambassadors for each other.
• Show Your Work: Years ago, Bambi Cantrell had a display of her images in a local Starbucks. Helen Yancy, a past president of PPA, started out showing her work in a local diner. Offer to decorate your doctor's office. Think about it - almost every doctor's office is the same - BORING! Let's get some good photographs on the wall, and all you're asking is to leave a stack of your business cards on the magazine table.
• Send out Press Releases: Doing a press release is a topic all its own. Remember though, if you don't put the word out about things you're working on, nobody else will. P.T.Barnum wrote: "Without publicity, a terrible thing happens...NOTHING!" Here's an old post, and while it's a little outdated, it's still worth your time to read. You'll get the idea if you need a little more help.
• Put Together a Networking Luncheon: It's an incredibly easy concept: find a restaurant in town that has a private or semi-private room. Keep it simple and casual in a diner-style environment. Invite vendors who are targeting the same audience. For example, a wedding photographer would want to invite florists, bridal salons, band promoters, tux shops, limo companies, caterers, bakers, wedding planners, travel agents, makeup artists, etc. You're all getting together to talk about the business, trends, and anything that comes up. Imagine the power of being a photographer, and sitting in between a florist and a bridal salon owner. You're not selling anything but your personality and building relationships.
• Career Day at ANY School: If we've learned nothing else from the toy manufacturers, the way to get to Mom and Dad is through their kids. Every school needs help on special programming. Offer to do a career day presentation and talk about what it's like being a photographer, but bring samples of cool products with you. Don't be boring and just talk - show photographs, special techniques, and things they can do with their cell phones!
• Build a Community Calendar: Everyone is always looking for new blog/social media content. So, keep a calendar on your blog or Facebook page of upcoming community events, especially non-profit fundraisers. And with each event you personally attend, share the story with a paragraph or two and photographs. It's a great way to build up your reputation as a supporter of the community and be more recognized. Don't forget to let the non-profit organization know what you're sharing - they can't recognize your support if they don't know how you're supporting them.
• Join Community Groups: From PPA affiliates to photography guilds to organizations like Kiwanis, Exchange Club, Rotary, and business networking groups, be involved. You're building a network of relationships!

Too many of you think there's nothing you can do to build your brand beyond good customer service. Relationship building is your strongest marketing tool, and it's ongoing in everything you do - so, set up time every week to be building your foundation of awareness -  beyond your skill set.

Tony Corbell, one of the most recognized photographers in the industry, once told a story about when he first got started. "I might not have been the best photographer in town, but I was determined to be the nicest!" Tony's never strayed from that practice!

​Happy Marketing Monday!

We don't stop playing because we grow old; we grow old because we stop playing.
George Bernard Shaw

by Skip Cohen

Not too long ago, I started lightening up my Friday posts. Heading into the weekend, regardless of what you have on the agenda, it takes a little work to clear your head from the day-in-day-out stress of business and life.

On the business side, I've talked to so many artists who are frustrated by ever-changing consumer trends, keeping up with technology, and dealing with the competition. Then, throw in the fact that the world is upside down. The 6:00 PM news has become one of the scariest shows to watch. We're all buried under the stress of politics, the economy, health issues, and the list goes on and on.

So, a few months back I moved to a stronger lifestyle theme on Friday posts. My goal is to remind you that you can't control the outside world, but you can manage your little piece of it. It's all tied to your attitude and making fun a priority. "Fun" is one of those words so often lost under the pressure of being a business owner.

Lou Mitchell wrote the following with the quote above: Engaging in play and maintaining curiosity and enthusiasm can keep us young at heart, regardless of age. The perspective encourages us to incorporate fun, creativity, and joy in our daily lives...Are you prioritizing fun and creativity in your life, or are you becoming bogged down by routine and responsibilities?

Here's my point this morning: Whether you're 30 or pushing 80 - you're only as old as your attitude. To modify something I learned at least 40 years ago from a remarkable motivational speaker, Ed Foreman, and put into my own words: Life is for laughing, loving, and living - not bitching, moaning, and complaining. 

Wishing all of you a terrific weekend ahead. Do your best to focus on things that make you laugh and your heart soar! And if somebody tells you to act your age, subtract at least 10-20 years. It's time to bring back the Peter Pan inside you..."I won't grow up!"

"If I have seen farther than others,
it is because I was standing on the shoulders of giants."
Isaac Newton

 by Skip Cohen

Author Lou Mitchell shared the quote above in this morning's motivational piece on positive thinking. He went on to write: Progress is rarely achieved alone...Reflect on the people and ideas that have influenced your achievements. Who are the "giants" whosd shoulders you stand on?

It's Marketing Monday, and the quote got me thinking about how many giants, or better put, how many shoulders I've been lucky enough to stand on in my life. Take a minute right now and think about those people who have helped mentor you through a wide variety of challenges.

Staying in the business category, I was thinking back to my role as a marketing manager at Polaroid. I put together a number of good programs for the photo specialty dealers (camera stores). But I never came up with them on my own. All the answers were out there, somebody just needed to ask the right questions.

For example, during my visits to retailers around the country, I'd ask the same question, "What are you going to need from us to sell twice as much Polaroid product next year?" After they rolled their eyes and gasped, it was amazing the ideas that came forth. From more advertising, to promotional bundles, to new products, extended dating terms, and price reductions, everybody answered the question. Then I'd modify the question for the Polaroid salespeople I worked with, "If we doubled your sales quota for next year, what would you need from the company to make your number?"

Here's my point - we all have people we've worked with over the years who have earned our respect and admiration. They've given us guidance when we needed it most--even at times when we were clueless about our fate related to a direction we were headed.

"It takes a village" couldn't be more relevant when it comes to all of our careers and accomplishments. Even when things haven't gone as anticipated, and you hit a wall, we all have a small core of people in our network who were there, willing to lend a hand.

As you look towards fourth quarter seasonality, what are your plans? Don't plan things in a vacuum, but take the time for a few sounding boards; people you respect and know your skills. They can help, in the same way you'll be there or have been for them.

Lots of people want to ride with you in the limo,
but what you want is someone who will take the bus with you when the limo breaks down!
​Oprah

By Skip Cohen

It's Marketing Monday, and while I'm running low on new suggestions to help make 2026 one of your very best years in business, I'm not done yet! It's July, and for many of you, business has slowed down a little. So, before the calendar pages turn and we're into fall and holiday seasonality, it's a great time to think about diversity.

​The challenge so many of you face is too much on your website that's not your strongest suit. No matter how technically good you are, you can't do it all without sacrificing quality somewhere along the line. You need to focus on your core specialty and then spin off into related areas of expertise.

Here's a perfect example: A lot of you have an interest in commercial work, but let's say your core business is wedding photography. The confusion arises when different people view your site. A rep at an ad agency, searching for a photographer for a specific client, will move on if they come into your website looking at wedding albums. In the same respect, Mom or a bride isn't interested in your commercial work - they want to see your skills as a wedding photographer.

The same applies to photographers who want to sell fine art images, landscapes, etc., but their core business is family portraiture. The target audience gets confused and moves on to someone whose work is more in line with their needs.

Here are some easy to remember suggestions:
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• Keep building your skill set so you can handle most of your clients' needs. Keep learning how to do EVERYTHING. For example, a wedding photographer who learns more about macro is likely to be more creative when it comes to ring shots, the detail in the wedding gown, and the flowers.
• Don't show everything you've ever shot! Just because your skill set is diverse doesn't mean you need to show everything you can do on your website. Keep your galleries relatable. For example, under the people umbrella are weddings, maternity, babies, children, family, and seniors. They all fit together and are logical spokes off a specific core specialty.
• Fine art and commercial photography have different buyers and will be better served if you either have a completely separate site or a landing page that directs visitors to two different destinations. Personally, I'm a fan of different websites.
• If you insist on showing a different specialty that doesn't seem to fit your core business, do so as a tab under "Personal Work" or as a facsimile. There's nothing wrong with diversity until it confuses your target audience. You can also use social media, including your blog, for occasional posts about other types of photography.
• Diversity in capture and post-processing is important to share. My issue is with the specialties you want to represent, not with your technique. Diversity in your technique is essential to show. Including black-and-white images, special effects, albums with double-page spreads, framing and printing techniques, just to name a few, are all necessary to share.

And last on the list - remember that what you show is what you want to sell. Years ago, I was looking at a good buddy's website, and in the middle of his core business galleries, he had a dozen mediocre images from a wedding he once photographed. When I asked why, he responded, "I've only shot one wedding, but I want people to know I can do it!"  The answer was, "NO, you don't!" That didn't mean he couldn't handle the request if one of his regular clients asked, only that he shouldn't show weddings in his main "inventory" of services/skills.

Shakespeare said it best, "To thine own self be true!" Stay true to your core specialty and diversify your website with logically connected specialties. 

by Skip Cohen

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

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

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

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

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

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

by Skip Cohen

With the quote above, author Lou Mitchell wrote:

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

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

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

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

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

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

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

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

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

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

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

Happy Hump Day!

​by Skip Cohen

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

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

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

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

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

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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

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

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

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

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

by Skip Cohen

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

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

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

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

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