by Skip Cohen

The next segment of the "Drilling Down" series focuses on an idea to help expand your audience and reach more potential clients. This series ties back to many ot the core ideas from my nine basics for success in 2026.

Building your client base is something you should be doing 365 days a year. And right now, with Spring seasonality right around the corner (Mother's Day, Graduation, and Father's Day), it's the perfect time to think about finding new clients, as well as reminding your old ones what you do for a living. Being a professional photographer means you never stop learning and building your skill set. Being a small business owner means you never stop working to build your database of potential clients.

1. Your Current Database: I'm always surprised by the number of businesses that get so focused on finding new customers that they forget to take care of their old ones. There are so many opportunities to take old customers and bring them back for new products. Being in business, especially as a professional photographer, is about building relationships, and there's no better place to start than reconnecting with past clients. Keep in touch via email, phone calls, and even personal notes/letters.
2. Direct Mail: Direct mail is back with a vengeance. Think about how much noise there is in our lives and how many emails you delete every day without ever opening anything. Design a postcard mailer showing your images with a short call to action for a portrait sitting, a free promotional offer, etc. If we've learned nothing else from retail, promotions get our attention. You don’t have to discount your basic pricing, but provide added value with unique bonuses.
3. Look for Partners: You don’t need to do the postcard by yourself.  A children’s photographer might partner with a children’s clothing store. A wedding photographer can partner with florists, wedding planners, venues, salons, limo companies, etc. A senior photographer might partner with a sports store, a teen-focused clothing store, or similar businesses.
4. Stuck for New Ideas? Call your lab. All you have to do is ask, "What's new?" Then, sit back and listen. From new products to new materials they're printing on, a great lab has an ongoing collection of photo-centric ideas to choose from. This is the perfect time to call Marathon! From their current grad-card promotion to the Bella Albums to books and new presentation ideas, they've got so much to choose from.
5. Buy a List:  You don’t have to spend a fortune. Google the words "mailing lists" to find dozens of companies. Most will require a minimum quantity. They'll customize a list for you based on your needs. You can purchase by zip code. Many offer email lists as well. Often, they do not release lists. With spam issues, that's to your advantage. Let them handle deployment! If you do an email blast, consider your goals. Email alone isn't enough. Combine it with direct mail, publicity, and social media support.
6. Don't Forget Local Influencers: Built relationships with the local Chamber of Commerce, recognized individuals, and every business in your area. You never know when a postcard on children’s portraiture, for example, might inspire a bank manager to consider new headshots for their executives.
7. Use Social Media and Your Blog: If you've worked hard to build your presence, now use it. Keep growing your follower base with helpful, relevant content. You know your audience. Convert direct mail into social media or blog posts. Cross-promote with other vendors in the community. For example, a children's photographer partnering with a kids' clothing store might post about what to wear for portrait sittings and include the partners' special promotion.

Last but not least, remember this is a word-of-mouth business...

NOTHING helps your business more than exceeding expectations and producing quality products. But quality isn't just about the finished product. It's also about the experience of working with you. It's about keeping promises and making a portrait session, for example, FUN!  In the same respect, nothing can hurt you more than a reputation that's underwhelming!

There are no traffic jams on the extra mile.
Roger Staubach

by Skip Cohen

​I've written a lot over the years about taking care of your network. Spring seasonality is on your doorstep, essentially marking the end of the "slow season." But your network needs care year-round. Without care and feeding, like a house plant, your network will simply die!

Before business explodes and you get too busy, check out the suggestions below. Just as your network needs ongoing attention, think of it like the plant I mentioned earlier: it needs water, light, fertilizer, and space to grow. Your network is no different.

With your network in mind, remember that building relationships is your greatest marketing tool. As Scott Stratten says in his book UnMarketing, "Stop marketing and start engaging!"
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• Pick up the phone: What a concept - the telephone! Seriously, keeping in touch through social media is excellent, but there's nothing like a phone call. Review your network and set a goal of several calls each week.
• Be active in FB forums/groups: There are so many different Facebook groups focused on photographers staying in touch. Some of my favorites are Mentor. Photo, Facebook Wedding Photographers, Advanced Wedding Photographers, AIBP,  Gary Box's Inside the Box, and the list goes on and on.
• Join PPA National: I find a lot of support for their programs, especially in their email blasts. Similarly, join your local photographer's guild or PPA affiliate to stay in touch with artists in your community.
• Collaboration is also key. Retweet and share each other's tweets and posts. Work with other artists in your network and exchange content.
• Track birthdays, anniversaries, events in each other's lives - I love Facebook for this, and the birthday list is my first stop every morning. Take your top clients and make sure you know key dates in their lives. Don't forget LinkedIn, which helps keep track of business anniversaries and job changes - stay involved!
• Organize a networking luncheon: Here's an opportunity to bring together your counterparts from other companies with the same target audience. For example, a wedding photographer might bring together a wedding planner, florist, caterer, bridal studio, bakery, tux rental, limo company, and entertainment company.
• Share content for your blogs and social media: You don't have to write everything yourself, but you do need to be consistent. If you're not posting at least twice a week, same day, same time, then stop blogging/posting. Sharing content with another member of your network helps you create great content for your readers, and both of you benefit.
• Identify twenty people in your network who you really can't live without. This isn't just about respect and friendship; it's about people with skill sets that complement your own. These are the twenty rockstars you want to be able to count on. Make it a point to keep in touch with them.
• A great network goes beyond friends and associates. Make sure you have contact information for the key staff at the vendors whose products/services you use. In your network, you should have at least one person representing every piece of gear and software you use - retailers, distributors, sales reps, your lab, accountant, attorney - they ALL play a role.
• Stay in touch with your network using quick, thoughtful emails. It's easy to send a one-liner to keep relationships going.
• Websites and Blogs: Make a point of following the work of people in your network. It's not that hard if you set aside time each day. It's a great break from the stress of deadlines and projects. Spend a few minutes looking at images a friend in your network has recently shared and follow their blog.
• Breakfast, Lunch, and Dinner: I consider myself the biggest "lunch slut" in the industry. Think about your next convention! Plan to take time with people in your network over any meal of the day. NEVER eat alone! Being able to catch up with friends and associates over a meal is a great way to build your network and expand your knowledge of each other's expertise. And keep in touch over lunch when you're NOT at a convention. All of you have associates you're in touch with, and lunch with another member of your community will always prove beneficial.
• Be generous with your time. When someone in your network asks for help, do your best and give them as much time as they need whenever possible.

All in all, the expression "It takes a village" rings true for your network. Start by giving your village the support it needs. Remember, your willingness to help makes your network your best resource when you need help in return! 

​by Skip Cohen

I'm kicking off the next segment of my "Drilling Down" series, zeroing in on core ideas from my nine basics for success in 2026. Too many of you overlook the importance of highlighting your own achievements. The fact is, if you don't promote yourself, nobody else is likely to step in. You need to become your own publicity machine in your community.

"What good is working so hard if nobody knows who you are?"

Sadly, many of you think publicity just happens by itself. Well, nothing could be further from the truth. While there are obviously things that make it into the news on their own, they're at the extremes and usually catastrophic. To ensure your business gets noticed, regularly write and distribute publicity releases rather than waiting for attention.

For many years, I wrote for Shutter Magazine. With every article online, there was always a video supporting the theme. The video below was my way to make the point about publicity, and it's so true. If you don't make a little noise on your own, then you might as well join me in a corn field in Nebraska! Think of it as me doing my version of "Where's Waldo"! 

Announcements and events related to your business need to be shared manually, at least when getting started - there is no auto or "P" mode!  For example, have you ever picked up the local paper or visited your community website online and seen a story about one of your competitors? That story or photograph is in the news because they worked to get it there. The days of journalists driving around the community looking for things to write about died with Jimmy Olson and Superman!

Outlets for "exposure" are everywhere. The obvious big winners are stories in the local paper, on the community/city website, etc., but that's at the top. All along the way, you've got your blog, other public blogs, community events, direct mail, various related websites, conventions, brochures, etc. Don't forget to offer the use of your images, from a community event, for example, to the hosting group, company, or association. You're looking for anything that gets your name out there.

Never assume you or your story isn't newsworthy! Especially with publications, never assume they're not interested in something you're doing. At Rangefinder Magazine, we used to regularly visit the story stash to find something interesting when we had space to fill. Not every story is going to be a cover feature, and often we had small sections within the magazine that simply needed something interesting for people to read about.

The biggest challenge is always the same: finding what's newsworthy. Most of the time, I hear photographers say, "There's nothing here to write about!" The truth is, there's always something to write about, and the odds are good that, if you're patient, a local publication, website, or organization will pick up the story at some point.

In the video above, I mentioned template releases. Here's an old example which might be perfect if you just returned from WPPI or a facsimile of a conference:

by Skip Cohen

It's Marketing Monday, and I want to continue with my "Drilling Down" series.  You're looking forward to a great year and need to pay close attention to everything under the Customer Service umbrella. Great service isn't just about your active clients; it's about ALL your interactions with your target audience. It's about building a reputation for excellence and a brand known for exceeding expectations.

Just for a second, think about any company you love working with. It might be a favorite restaurant, a supermarket or even a major corporation like Amazon.

For example, we do a significant amount of shopping online at Amazon. I can usually find anything we need. First, Amazon ALWAYS delivers. At a time when USPS, UPS, and FedEx take turns at being underwhelming, Amazon is consistently delivering on time. Second, their Customer Service team is pretty remarkable. I can call their 800 number, express my disappointment with an order, and have it resolved in minutes. And there are often times when I don't need to even return the defective or damaged merchandise to receive credit. THEY EXCEED EXPECTATIONS!

Here's a check-off list for your business:
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• 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.
• Use Your Phone: Rather than always replying to emails in writing, use your phone. Have you tried calling the customer? Often, there are easy-to-answer questions allowing you to react even faster than through the written word. Plus, email and text messages are limited in being able to convey sincerity - whereas a phone call allows you to talk to the customer on a far more personal level.
• Finding Solutions: Whether you or a member of your team 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. Right now, Chrome and Safari have over 80% of the market share.
• You Can't Take It Back: Remember, there are no erasers on the Internet. Don't get into arguments in the various forums on Facebook, for example. You can never really take back an angry post, and you never know who might be a member of that FB group, reading and sharing what you've written.
• 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 on penalties for noncompliance when you're having a discussion about your contract/agreement.

Here's the bottom line, and I'm paraphrasing what I've learned from good friends Tim and Beverly Walden over the years. Working with you should be an experience. You're not selling a portrait session, or for that matter, an album, prints, or video - you're selling the fun of working with you and building trust with your audience.

Tony Corbell says it best when he talks about things he did when he first started his business, "I wasn't the best photographer in town, but I was going to make sure I was the nicest!" He's never strayed from that philosophy, although today, he really is one of the best!

by Skip Cohen

It's Marketing Monday, and time to start drilling down on components from the nine-part Focus on Success series. Let's start with your About page.

First, you need to think about your audience, specifically, your demographics. Who's your ideal target? For most of you in the portrait social categories, that means Mom. Based on numerous studies over the years, mostly by Kodak, women make 98% of the purchase decisions to hire a professional photographer. It's rare you get a call from Dad saying, "It's time for a new family portrait."

If you're not a specialist in the portrait/social world, then your target audience is a little different and well beyond Mom. This is where your galleries start to play a more significant role, especially in commercial categories like table top work and architectural photography. Regardless, you need to know the demographics so you get maximum exposure and impact with each visitor.

If a picture's worth a thousand words, then why use a headshot that looks like it was captured by an amateur?  You're a professional photographer, and your headshot needs to add to your story, not leave viewers wondering if you have the right skill set!

On Facebook a few weeks back, one of my favorite family photographers and long time friend, Alycia Savage, posted the shot on the right. If you know Alycia, then you already know her passion sets the standard for loving photography. The high-key portrait shows her enthusiasm and love for the craft. But when I visited her Facebook page, the header tells her story even more!

Click on any shot in the series to link to Alycia's FB page.