 by Skip Cohen For six years, starting with the earliest issues, I wrote for Shutter Magazine. Authors were required to include a short video summary with each article for online promotion. It was approximately ten years ago we captured the two-minute video below. The fun of these videos was all in the challenge of getting people to remember what my point was. I knew if I could do something stupid in the video, readers might remember my point. We're coming up with the start of spring seasonality in imaging, and relationship-building is more important than ever before. You need to OWN YOUR ZIPCODE. Every business in your community needs to know who you are and the support you can provide. And it doesn't matter what your specialty is - even as a wedding photographer being introduced to a real estate office; you have the ability to help them with all of their imaging needs with your skillset, network, and knowledge about photography/video. We're one week away from the first day of Spring—it's time for you to come out of hibernation and start pounding the pavement. You've got to be your own noisemaker, and combining personal face-to-face introductions with email blasts, direct mail, and partnerships is an unstoppable way to build top-of-mind awareness. So, when people in your community think about needing help with photography who comes to mind first?
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 Old enough to remember the old ban deodorant commercial? The tagline was, "You never get a second chance to make a first expression. Never let them see you sweat!" Throughout the year I do a lot of website reviews, and so many of you are missing an opportunity to make a solid first expression. A visit to your website needs to be a great experience. Just like shopping at Macy's vs. Nordstroms - you've got a choice to make in the experience you give visitors to your website! Is Your Website Exciting or Would it Put a Rock to Sleep!Here are some ideas: easy fixes and things you can do NOW before business hits Spring seasonality.
While somebody will challenge me on this, you can't be in business today without a website. I also still feel a blog is important. Why? Your site is about what you sell, and your blog is about what's in your heart. Both work together, much like advertising and publicity. Together, a great website and blog can open doors, build trust, and help establish your reputation as a professional photographer. But just like discussions on Facebook forums now and then about what photographers wear when shooting a wedding, you've got to dress the part. You've got to dress for success! These days, your website is the equivalent of a brick-and-mortar store - make a visit, starting with your audience walking through the front door, that's memorable and a fun place to "shop."  I am not a product of my circumstances. I am a product of my decisions. Stephen Covey  Click above for more info by Skip Cohen A few weeks back, I started sharing a quote each week from what's become one of my favorite motivational books, One Day At a Time by Lou Mitchell. Reading something inspirational first thing in the morning gets the gears in my brain moving in the right direction. The quote above was for today, March 7, and Mitchell went on to write: Life often throws unexpected challenges our way, but it's our decisions that define us. Stephen Covey's words remind us that we hold the power to shape our own destiny. Rather than being passive victims of circumstance, we can choose how we respond to life's events. And there it is, my whole point to wrap up the week. It's the decisions we make that lead us closer to our goals or push us farther away. Here's a great example from a few years back during the pandemic: JP Elario is a remarkable photographer. When the pandemic hit, everybody was a victim of how it changed our lives, especially if you were a business owner and photographer. Well, JP looked at the challenge and created Facetime Portraits. He worked with his bridal clients, and captured stunning engagement portraits using Facetime, combined with his understanding of lighting, posing and composition. When most photographers were desperately looking for ways to save their business, JP built a new income stream for engagement photography. His story was later picked up by the 6:00 PM news in Albany, which added to his brand awareness. Facetime Portraits didn't completely replace the lost revenue from photographing weddings, but it did create a new income stream. At a time when other artists were acting like a deer in your headlights, JP didn't let the panic of the pandemic slow him down. I grabbed a few of JP's images below to make my point. Too often, we're victims of our own decisions, NOT the unexpected circumstances that arrived on our doorstep. Wishing everybody a weekend ahead loaded with great decisions and time to reflect on all the things you can do to move closer to your goals. Happy Friday! "Innovation distinguishes between a leader and a follower." Steve Jobs
Images above copyright JP Elario. All rights reserved.
 by Skip Cohen With WPPI coming up, here's a list of tips to ensure you get the most bang for your buck—and they work for ANY conference or convention! It's hard to get away, even at this time of year. But when you do, especially for a convention or conference, you want to get the most out of it. In scuba diving, there's an expression, "Plan your dive—dive your plan!" You've got limited air and limited time, and it's always important to have a buddy. Well, a convention is no different. You've got to plan your trip, make the most of every minute at the event, and come home with ideas to improve your skillset and build a stronger business.
The one thing I find most frustrating with attendees at a big convention like WPPI is they just haven't planned their trip. They got their tickets and made it to Vegas, but then everything fell apart. Plan your WPPI experience, so you're not wasting time and, even more importantly, your money. Nothing beats the experience of a great trade show and convention, but it's up to you to get the most out of it. And speaking of getting the MOST out of things - this is the sixth installment in Business Breakthroughs. So far I've covered everything from breaking out of your procrastination mode to new clients, building your brand, paying attention to your demographics and even content ideas for your blog or social media. The links to each post are below - just click on any banner!
 by Skip Cohen It's Marketing Monday and we're past the halfway point of the slow season. It's the perfect time to share ideas on expanding your target audience and finding new opportunities for the year ahead. Business Breakthroughs, is a series to help make your message as a small business owner and artist stand out. I want to help you breakthrough and crush the chaos that gets in the way of the messages you send to your target audience. There are too many of you who thought just by opening your business and hanging a sign; customers would flock to your door. Well, it doesn't work that way. Think about how much noise is in our lives. You've got to find ways to get through that noise and utilize your very best marketing tool - relationship building. If opportunity doesn't knock, build a door! Milton Berle  Whether you've recently just started or you're a seasoned pro trying to jump-start an established business, you've got to look for new opportunities. No matter what line of work you're in, every business has the same challenge: finding customers and keeping them. You've got to find that sweet spot that makes you different from what everybody else is doing.
Own your zip code: When was the last time you got out and literally knocked on doors to introduce yourself to every business in the community? When I was a kid, I remember moving to a new neighborhood. A woman from "Welcome Wagon" came by the house to introduce us to the community's vendors. She left a basket of goodies, coupons, and information. You need to do the same thing, with or without a goodie basket. Plus, we're coming into Spring seasonality with Mother's Day, proms, graduations, and Father's Day. This is the perfect time of year to meet every business owner in your community. You don't have to sell them anything; just wish them a terrific upcoming Spring! Remind them you're a photographer and artist and there to help with any imaging needs they may have. All of your past clients: Everybody is so busy looking for new clients that they forget about building relationships with their existing base. These are people who already know you and have other photographic needs or friends who do, but you've got to stay in touch. Holiday and birthday cards, emails, phone calls, and even a personal visit here and there are all perfect ways to keep in touch. Remember, a great business is built on a foundation of relationship building! Buy a List: These days, you can buy a list based on virtually anything and sort it right down to specific zip codes and even email addresses. For example, parents who send their kids to summer camp are a great target for family photographers. If you're a maternity/newborn photographer, the target audience is obvious - new parents. And don't forget the older crowd - what does grandma miss the most? Her grandchildren and it's a common complaint that they want more photographs. It's the perfect gift idea to plant the seed for a new family portrait. Partnerships: I've written so much about not flying solo! Other businesses, including photographers, are the perfect partners to create excitement in the community. New alliances can be just what you need to "build some new doors." It can be as simple as sharing the cost of a mailing to actual cross-promotions of each other's products/services. Again, Spring is almost here, and you're going to be meeting so many different people at community events as everyone comes out of "hibernation." Think about those people you meet who might be terrific partners in the future. Social Media: Each day, you have an opportunity many of you miss to expand your presence on social media. For photographers, those new doors are through a well-done blog, Facebook, Twitter, Instagram, and whatever new platforms are opening to reach new potential clients. Don't forget LinkedIn, which has a growing community and an interest in imaging. However, you've got to pay attention to your presentation, the quality of your images, and being helpful in what you're sharing. Pet Photography: In the hierarchy of why people hire a photographer in the portrait/social categories, the top three reasons are brides, babies, and pets. It's also the perfect specialty to open a whole new category of other businesses to partner with, like vets, groomers, daycare centers, boarding, dog parks, etc. Teach a Class: Most of you are qualified to teach at least an introductory imaging class. Help your target audience become better artists, regardless of what they use to photograph. Lighting, composition, posing, etc., are all skills you use every day. Now is the time to get the word out in your community for a "clean up" campaign. Have some fun with the concept, and clean up all the bad photographs! Community Involvement: There's no such thing as being too involved in your community. Now is the time to build new relationships and grow brand awareness for your expertise as an artist. And your involvement doesn't have to include a camera in your hands - even helping in the refreshment stand at a high school basketball game will increase your exposure to members of the community. Host an Open House: Again, it's a topic I've written a lot about in the past. You don't have to have a studio to host an event like this. Find a place with the space you need, bring in a partner or two, and then host an event to celebrate Spring. Working with partners, you have other databases to draw from as well. And don't forget to make sure the various community influencers are invited. Check out this past post featuring an open house Chamira Young did many years ago when she first moved to a new area. You know how to focus your camera, but what about your business? Opportunities are everywhere, but you're the one who has to can find them!  "You will never find time for anything. If you want time, you must make it." Charles Buxton by Skip Cohen I always try and keep it light as we head into the weekend, especially in the "slow season." Here's a thought as we hit the last weekend in February: A photographer I've known for a fairly long time asked me for some help in determining where his business needs the most attention. I was happy to give him a hand, but he never came back with what he needed me to look at in his business. When I contacted him to see what had happened a few months later, his response was, "I just haven't had the time." This is a short post today: While we can't stop time or hit a magical rewind button, we do have control of our time, but it doesn't just happen. When there's something we want to do, it's only going to happen if we MAKE the time. Lou Mitchell, in his book Positive Thinking - One Day at a Time, wrote: ... time is one of our most precious resources, yet it often feels scarce. Waiting to find time for important activities and goals is futile...Reflect on your daily routine. Are there activities you wish you had more time for? How can you adjust your schedule to make time for these priorities? What steps can you take today to start making time for what matters most? Just two points today: Take a little time and review your priorities. So often, just when we start to get a little momentum on something, we're distracted. We take our foot off the gas and slow down - like a gaper's block driving past an accident on the freeway. You can't do big things if you're distracted by little things! Unknown Second, by staying overly focused on our cell phones, we're always reachable. Put phones together with email and social media, there's no place we can hide. Too many of us take every call and never say "No," when asked for help. I'm not suggesting you say "No" all the time, just prioritize better. You can't be everything to everybody, but you can find balance. You can be present for the things that matter most. The concept of always being reachable makes us present nowhere. Peter Arvai Wishing everybody a terrific weekend with time for the things that are most important in your life!
 by Skip Cohen I restarted this series to give you ideas on how to build a stronger business, no matter what the challenges were! Most of you are right-brain creative types with too little focus on growing your business. Many of you don't think of yourselves as small business owners. Even if you're working for another studio, imaging is a career choice that lends itself to freelance assignments, and you're ALWAYS building your brand. Even through it's the slow season, it's not who you know but who knows you! Here's a list to help you keep your name out there in the spotlight. Your goal is to create top-of-mind awareness, so anytime somebody is thinking about photography, your name comes up first.
Too many of you think there's nothing you can do to build your brand until business picks back up into spring seasonality. Relationship building is your most vital marketing tool, so set up a time every week to build your foundation of awareness beyond your skill set. Author Scott Stratten says it best with the tagline of his book Unmarketing. Stop Marketing. Start Engaging!
 by Skip Cohen It's Marketing Monday, and I'm continuing with Business Breakthroughs, a series of tips to help make your message as a small business owner and artist stand out. I want to help you crush the chaos that gets in the way of your messages to your target audience. Whether you're blogging or simply sharing on social media like Facebook, for example, so many of you have trouble coming up with topics to write about.  "But Skip, there's nothing to write about!" As a photographer, you do things every day you take for granted. Let's help your readers become better artists. They're not going to open up down the street and compete with you. So, whether they use a real camera or a cell phone - let's help them raise the bar on their images.
Remember, your website is about what you sell, but your blog or social media posts should be about what's in your heart! It's important to simply be helpful. And think about the demographics of your target audience, which for most of you is "Mom."
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 and you become more established as the expert in your community, you're opening the door for more advanced techniques. And at the same time, you're developing top-of-mind awareness when they need a professional photographer. This might be the time of year labeled as the slow season in imaging - but it doesn't have to be slow when it comes to building your business!  A secret remains a secret until you make someone promise never to reveal it. Fausto Cercignani by Skip Cohen
I love it when somebody tells me, "I want to share something with you, but you've got to keep it just between us!" I smile and usually say, "If you're really uncomfortable, don't tell me, but be assured nothing ever gets passed on." I'm proud of the fact I've never passed any of those secrets on, but here's my point. To start, it's estimated that 68% of the world is on the Internet....that's almost six billion people. That means that just about everybody you know lives in both the analog world and has some level of involvement in social media. The access we have to each other today is virtually unlimited...making the old "grapevine" a super highway of information. If you have something private and it would hurt somebody to repeat it, keep your mouth shut and keep it confidential. Every time somebody tells me to "please keep it quiet," I'm probably the 100th person who's been told. Add to the number of people who already heard the big secret before me; we're in an industry notorious for being too inbred! By inbred, I'm referring to the fact that everybody I know has at least one other company under their belt before whatever they're doing now. Use my own experience as an example. I started working at Polaroid, then Hasselblad, followed by an Internet company and Rangefinder Publishing. At one point in the '80s, at least five people from my Polaroid days worked at Fujifilm. While at Hasselblad, I wound up on the Board of the Center for Creative Photography. Who was the chairman of the board? Peter Wensberg, past VP of Advertising at Polaroid. Now, take anybody you know in the industry who's got a big secret and decides it's safe to tell just a handful of isolated people. Often, the excuse is needing a "sounding board" to bounce off ideas. Within a day or two, hundreds might know about it, and even more damaging might be the consequences if word got out. It's like playing the stages of the Kevin Bacon game. Take anybody who's been around for more than ten years in photography, and I'm willing to bet you can connect them to almost anybody else in only three to four stages. The moral of the story is: Don't share your secrets unless you want them released. And the best way to spread the news in the industry is to just tell somebody, "Please don't tell anybody but…"  by Skip Cohen It's Hump Day, and I'm continuing with Business Breakthroughs, a series of tips to help make your message as a small business owner and artist stand out. I want to help you crush the chaos that gets in the way of the messages you send to your target audience. I'm always surprised by how many businesses, especially in imaging, don't spend a lot of time defining their target audience. How can you focus on the subject when you haven't paid attention to who the target is? It's like a maternity/newborn photographer opening a studio in a senior retirement village in Arizona! It's Time to Define Your Target Audience! Every day, we get emails and snail mail that aren't relevant. They go into our spam folders or if snail mail into the recycling bin. I remember Levin Furniture, which had a new discount offer every month when we lived in Akron. As a consumer, we were buried in analysis paralysis trying to determine the best deal on their prices. They were caught in what I call riptide marketing - unable to break free or change without a potential loss in business. That's at least part of the reason why I believe Bed, Bath, and Beyond is now in the past tense! So, let's come up with some ideas to help you get more targeted with your promotions:
There's no such thing as knowing too much about your target audience. There's a great line I've used for years, thanks to Ed Foreman, a motivational speaker from Texas: “If I can see the world through my client’s eyes, then I can sell my client what my client buys.” You've got to see the world through your client's eyes and understand what they're looking for. I heard Jerry Ghionis once talk about the secret to creating incredible images. The key is to photograph your subjects as if you were looking through the eyes of one of their loved ones.
Well, marketing is no different - you've got to know your client and see the world through their eyes!   by Skip Cohen It's the "slow season" and Marketing Monday, making it the perfect time to think about staying focused on each component of your business you hope to strengthen for the new year. As a photographer, the slow season is rapidly ramping down, but just because business is slow doesn't mean you should be. All of you know how to hold focus with a camera in your hands, but more of you need to focus on your business and set priorities. It's not an easy task; there is no AF button to hit. It's hard to stay focused on building a stronger business when you want so desperately to work directly with clients and bring in revenue. Plus, everyone has favorite projects that are a lot more fun to work on than the infrastructure of your business. Here are some tips to help you hold focus on what's most important:
 And when focus slips, take the time to sit down with that family member or associate that you're closest to. Who's your muse? For me, it's my wife Sheila, and so many times I've been stuck trying to find a solution to a challenge in my business, or even something more personal, and she always comes through. But she can't help if she doesn't understand my business - so for those of you who still insist on complete privacy - you need to consider opening up and sharing.
As I've written so many times - you can't create images that tug at people's heartstrings if your own heart isn't in it! The slow season has a particular purpose - utilize this time to find balance, appreciate your creativity, and define your goals for your definition of success in 2025 and beyond.  by Skip Cohen Many years ago I launched a series called Fast Food Friday. The series was all about paying more attention to your business. Most of you are artists, right-brained creative types with a minimal interest in the operational side of the business. So, I set out to give you a new topic with each post to help you fine-tune your business and, in turn, help secure better results for the year. Well, it's time to update and bring back the series—only business has gotten much tougher. Trying to run a successful business today is about breaking through the noise bombarding your target audience. Welcome to Business Breakthroughs, a series of business tips to help make your message as a small business owner and artist stand out. I want to help you crush the chaos that gets in the way of the message you send to your target audience. It's the perfect topic for Hump Day in the slow season...slowing down procrastination! Procrastination is NOT a Skill Set! Procrastination is the art of keeping up with yesterday! Don Marquis  We're a third of the way through the slow season, and many of you still think the marketing fairy will grant your wishes to build your business while you procrastinate!
You've turned procrastination into an art form. You're acting like there's no need to do anything because he'll clean up your website and blog, start building relationships, and even write up a few promotional ideas for the year ahead. NOT! However, the good news is you've got time to reinforce the foundation of your business for 2025 before things start to pick up. But, if you're not ready, it will be a you-snooze-you-lose scenario. You know how to focus your camera - now it's time to focus on your business and career.
No one blog post could ever cover everything you need to build a solid foundation for the year ahead, but I'm going to do my best in the weeks ahead to give you things to think about. Every business is different, and if the ideas I just shared above don't apply to you, take the time to be honest with yourself about what you're missing. This is one of the most competitive markets in the history of photography, and you've got to develop the ingredients to make yourself and your business different and better than your competitors. As I've written in the past, you can't create images that tug at people's heartstrings if your own heart isn't in them! You've got to take the time to focus on your business for 2025—you're the only one who knows what it's going to take to exceed client expectations and make yourself habit-forming! Last but not least, you know where to find me if you're stuck and need help!  by Skip Cohen It's the slow season regarding incoming business, and many of you are spending more time online. Well, it's Marketing Monday, and while some of this post is from the SCU archives, everyone needs to pay attention to how to behave in any public forum. The challenge is not taking the bait in any of the battles that land on your Internet doorstep. When you're hunting elephants, don't get distracted chasing rabbits. T.Boone Pickens The written word is the toughest to interpret, especially when English isn't everybody's primary language on social media. Plus, you don't have the benefit of hearing the tone in somebody's voice, seeing their facial expression, and making eye contact. Whatever's been written is left to interpretation. Often, the author is labeled a troll when the issue is about poor communication. But then there are the real trolls, people who hide behind the anonymity of their computer screens and take shots at everything they can find. From direct issues like photo critiques to industry arguments over A.I. and on to politics, the economy, and the environment - there's no shortage of controversial topics to fight about. But if you take a troll on in a public forum, not only will you lose, but getting a rise out of you is precisely what they're after. You let them win simply by reacting. Here are a few things to remember the next time you decide to take on an actual troll:
Don't believe everything you read on the Internet! Abraham Lincoln
If you're wondering how in the world did I segue to trolls when it's Marketing Monday. Time is your most valuable commodity, and there's never enough of it. In the same way, you've learned the benefits of getting good images right out of the can, and to avoid wasting valuable time in post-processing, fighting battles with trolls and zombies are the same. Battles on the Internet only serve to drain your creativity and energy! Don't waste the time you should be using to build your brand. For most of you, YOU are your brand. Don't let a troll occupy your time fighting issues that don't matter. And when a troll criticizes your photographs in a public forum, remember that line from my old buddy Dean Collins. I've used it dozens of times here in the blog... Beauty is in the eyes of the checkbook holder!
Dean Collins  "If it weren't for change there'd be no butterflies!" Unknown Author by Skip Cohen It's January 21, and I'm betting most of you are still not back in the groove and are running in low gear. There's no sense of urgency. After all, it's the "slow season," and you've rationalized your right to procrastinate just a little longer. Sound familiar? Most of us go through the same process every year - We think about the previous year, set goals for the new year, and then kick back for as long as we can...just to recharge a little longer. Too often, we think we need to make significant changes in the new year, but the truth is what most businesses need most is more consistency in all aspects of quality - not just what they deliver but how they market, communicate, and interact with their target audience. Maybe everything was done right last year, but you need to expand to a broader audience and offer more diverse products/services this year. Perhaps the product line is fine, but you need to find more ways to reach your target audience. Let's make 2025 the year to maximize potential... 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 isn't meant to be a long post. I just want to plant the seed of an idea to think things through before you jump back into expanding and building. What if you changed virtually NOTHING over the next week or two except making a few additions? For example, utilize a few of the ideas shared in my last post about building more strength into your business during the slow season.
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 the time to creatively chill. Recharge your battery while you look for potential areas for growth, diversity, and increased brand awareness. You don't have to be at a standstill, just take the time to think things through. There's a lot of optimism for the new year, in spite of the horrific challenges Mother Nature is adding to our lives. So enjoy a little optimism and thoughts about making 2025 one of your best years yet.  When you are up to your ass in alligators it's difficult to remember that your initial objective was to drain the swamp! Anon by Skip Cohen It's Marketing Monday! Here are ten ideas to help you make the most of this time when business is down. In most parts of the country, January is considered the "slow season" in imaging. But just because business isn't bursting through your door doesn't mean you don't have plenty you should be doing.
But none of the above happen by themselves. It's up to you to open the door and get started. And if you're a little overwhelmed in the beginning at trying to improve things in your business, don't let the alligators scare you. The longer you wait to be proactive, the bigger the swamp! The good news is that every challenge you'll face and resolve is another brick in the foundation you're building for the new year! If you wait for all the lights to turn green, you'll never get started on your journey.
Zig Ziglar  A.I. image from Adobe Stock Happiness is a Journey, Not a Destination... For a long time it seemed to me that life was about to begin - real life. But there was always some obstacle in the way. Something to be gotten through first, some unfinished business, time still to be served, a debt to be paid. At last it dawned on me that these obstacles were my life. This perspective has helped me to see there is no way to happiness. Happiness is the way. So treasure every moment you have and remember that time waits for no one. Souza by Skip Cohen
The wisdom above is from a refrigerator magnet that's been on my whiteboard for many years. I know I shared it in a post or two over ten years ago, but it deserves to be shared again. So many of us waste time looking for happiness, when all along it's right there in front of us. Sometimes, it's hidden under the emotional baggage we all carry around. Most of the time, if you haven't found happiness, you just haven't looked hard enough. It's January and in most parts of the country it's the "slow season." So, while you're working on your plans for the year ahead, this is the perfect time to think about your journey and make sure it's running on being happy. You can't create images that tug at people's heartstrings if your own heart isn't in it. Wishing everybody a great week ahead.  “It’s income tax time again, Americans: time to gather up those receipts, get out those tax forms, sharpen up that pencil, and stab yourself in the aorta.” Dave Barry by Skip Cohen It's Hump Day, and while it might be considered by most to be the slow season in photography, it's not the slow season for the operating side of your business. NOW is the time to start the scavenger hunt for everything you spent money on in 2024. DON'T WAIT UNTIL THE LAST MINUTE! I'm always amazed at how many small business owners, especially photographers, don't take the time to review all the costs involved in running their business. I am not an accountant, but here's a list of things you should review so you don't miss anything when you're doing your taxes!  In addition, here are a couple of areas people don't always realize or simply forget:
Here's my point - we're all stuck paying taxes. Don't wait until the last minute to determine what you owe. And if you don't have the skills to understand tax law, then get yourself an accountant. You've worked too hard to pay more than what's actually due! “You must pay taxes. But there’s no law that says you gotta leave a tip.”
Morgan Stanley “Dear IRS, I am writing to you to cancel my subscription. Please remove my name from your mailing list.” Snoopy (Charles Schultz)  “Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.” Zig Ziglar  by Skip Cohen It's the first Marketing Monday post of the new year, and while typically my posts are more photo-centric, today's applies to EVERY business, not just professional photographers. This is the time of year when many of you are still working to resolve customer service issues related to business left over from the holidays. Great customer service is your not-so-secret weapon for building a stronger brand and separating yourself from your competitors, and it doesn't matter what business you're in! Too many of you think unhappy customers are a curse—the dark side of owning a business. In reality, they're an outstanding asset if treated right! Not treated right, unhappy customers have the potential to influence thousands of people through their social media and personal reach. It's time to stop being afraid of angry customers. Remember, you've got two ears and one mouth, so listen twice as much as you talk!
You can modify the opener any way you want, but the defusing line is "How can I help?" Another one to use is "Let's see if I can help fix this for you." Your goal is to demonstrate empathy, kick back, be quiet, and listen. Challenges with unhappy customers will happen as long as you're in business. Here are some suggestions to help you build a stronger brand and a reputation for integrity, empathy, and GREAT service.
Here's a perfect example, which I know I've shared in past posts. Living in the Chicago area years ago, we tried carry-out from a new Chinese restaurant. Halfway through dinner, we found a small dead cockroach in the fried rice. I immediately packaged everything back up and stormed back to the restaurant for a refund. Instead of immediately apologizing and handling my request, the owner complained that the rice was already half-eaten! She then wanted to give me a gift certificate to come back! Obviously, we never ate there again, but to try and argue with me about the merits of their food at that point was far from realistic. Remember, one angry customer today can turn into a troll and undermine your credibility throughout the community. And the community, especially in cyberspace, goes far beyond your city limits. On the other hand, a satisfied customer who feels you've been on their side and working towards solving the problem will help build a foundation for future business. "Your customer doesn't care how much you know, until they know how much you care!"
Damon Richards  A.I. Image from Adobe Stock Almost everything will work again if you unplug it for a few minutes, including you! Anne Lamott  by Skip Cohen We're officially into the "slow season." Normally, I suggest that just because business slows down, that doesn't mean you can. At the same time, everyone needs to recharge their battery, and this weekend is the time. But, there's an art to kickin' back...you can only enjoy it if you've got a relatively clear head. That means tying up loose ends, reviewing any deadlines you're chasing, and, in summary - getting the monkey off your back! A clear head sets the tone for relaxing, appreciating your family and friends, and daydreaming a little. What do you want 2025 to look like—not just from a business point of view but also from a personal one? Years ago, I gave up on New Year's resolutions. Instead, I find setting a few goals far more productive. A few times, I've even written them down on my calendar and tracked my progress. Rather than set rigid deadlines for completing specific tasks or projects, if it's personal, I just pick times in the future to check on my progress. Here's my point on this first Friday of the new year - Now is the time to take a short break and do whatever it takes to make your heart soar! This isn't directly about business but building up your attitude for the future. Remember, as artists, you can't create images that tug at people's heartstrings if your heart isn't in it. So, this is the time to take a break, kick back and chill. Smile more, and spend time with the people you appreciate the most, especially yourself! Each person deserves a day away in which no problems are confronted, no solutions searched for.
Each of us needs to withdraw from the cares which will not withdraw from us. Maya Angelou  by Skip Cohen
It's my last Marketing Monday post for 2024. There's not very much you can do to impact the year's sales. However, there are a few loose ends to wrap up and things you can do to secure a stronger business going into the new year.
I'm excited to bring this past year to a close. It was a tough year, and I'll do my best not to look back on it. From dealing with Mother Nature to family and friend health issues to just the world in general, 2024 will not make the Hall of Fame! However, believing that most clouds have a silver lining, the part of 2024 that always felt good was all thanks to you, my readers. Blogging is a labor of love, and thanks to your feedback and support, posting regularly has become so uplifting. Thank you! As the year comes to a close, I want to wish everyone a Happy and healthy new year. Stay safe, dry, and warm. I hope you can celebrate your wave good-bye to '24 with the people most important in your life. Happy New Year! |
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