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It's Not Just Your Headshot That Needs Improving!

12/17/2020

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by Skip Cohen

It's Fast Food Friday, and here's the perfect blue plate special from the SCU Diner - Tips to help you look better on camera.

The pandemic has changed the way all of us do business these days. For the moment, live meetings in person are few and far between, but on Zoom and Skype, for example, they're taking place every day. 


But at the risk of sounding like this is a rant - I'm tired of nostril shots, backlit subjects, and talking to people whose heads are at the very bottom of the screen - not to mention horrible quality in their sound! So, let's clean things up, and when you're talking to a client or participating in a meeting, how about looking the part of a professional photographer?

​I sit on several different Boards, and Zoom has become a necessary evil for communicating. The truth is, it's only evil if you don't use it wisely. It has some real advantages – mostly in the logistics of getting people together. An excellent online meeting gives everyone a chance to attend and be a part of the discussions. It's also become a much more efficient use of time.

I don't claim to be an expert, but there are some basics I want to share, and let's upgrade the way we communicate! We're going to continue meeting online, even after the pandemic – so you might as well look your best! And for those of you who think I'm being too basic, you'd be surprised how many outstanding artists I've worked with lately didn't bother to pay attention to the simplest fixes!
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  • Get a location without backlighting. When you've got something bright behind you, it fools the computer or your phone into thinking the scene is brighter than it really is. This is often why people are so dark in Zoom meetings – the computer is reading the light on the scene from behind the speaker. You deal with this all the time as photographers, but throw the challenge out the window on a Zoom call!
  • Try and get your camera (computer or phone) on about the same plane and height as your face. Not only does it cut out on chin and nostril shots, but it gives the audience the ability for eye contact and more facial expression.
  • Remember when talking, if you want to make eye contact, looking at your screen won't do it… you've got to look at the camera. If you're using your computer's built-in camera, then it's at the top.
  • Mute your microphone when not talking.
  • If you're using your phone and like to walk around on the call, it's incredibly distracting. You can always shut off video on a call and continue with audio-only.
  • Earbuds or a headset cut down on feedback and give you more clarity. Most of you don't need to be using a headset unless you're presenting.
  • If you're going to do this a lot, check out this short video from Jay P. Morgan.  

Pictureclick for more information on Amazon
  • Try not to multi-task while on the call, when your camera is on. It’s distracting to people even though it’s so easy to talk and do something else while addressing people online.
  • In the top right corner of your zoom screen you can choose the view you want – gallery view gives you everybody on the call, which most people like the most. I'm always surprised how many people still don't know how to set up the view they'd like.
  • If you haven’t done it already, in the upper lefthand corner of Zoom you can click on preferences and set your camera up in advance to experiment and see if you like the way it’s set up. If you want to add a custom background, all you need is a photograph of whatever you want and select “virtual background” from the Zoom menu. You can set the same preferences in Skype, etc.

​And last but certainly not least, Larry Becker's new book will help you a lot. If you're going to be on camera on a regular basis it's loaded with advice from one of the industry's very best. It's not just time with online meetings, and conversations with clients, but also for that personal marketing video you should all be working on for your revised about page. Larry's tips are perfect to build a stronger impression and establish more trust with your clients.

Larry started working on this book long before the word pandemic was ever in our vocabulary. You'll find it really helpful for building a stronger relationship with your camera! You're used to being behind it all the time - now it's time work on what you're doing in front of it!

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Growth Only Occurs Outside Your Comfort Zone!

12/11/2020

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​ I started Fast Food Friday to remind you of things you need to do to make your business stronger, market yourself better, and build your brand. Just like fast food consumed during those on the run lunch breaks we took for granted before the pandemic, they're just filling enough to get you through the day, but not meant to be your ONLY source of nourishment!

Today's blue-plate special in the SCU diner is diversity. The key buzzword lately is "pivot," and while we're all tired of hearing about its importance, it doesn't change the significance of having some backup skills to pivot to. The pandemic has changed everything in the demands typically put on photographers, and if you're a one-trick pony, you're in trouble.

So, let's change that! I don't know where I heard the line about growth and your comfort zone, but it's so true. And right now, as an artist, most of you are struggling with business, leaving you no choice but to diversify, and step into new skills and specialties in imaging.

Here's the cool thing about this industry - we have a history of watching each other's backs and helping each other get through the challenges. But, it all starts with your willingness to expand your vision and with it your skills.
 
Here are some suggestions:
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  • Right now, you have something you've never had before - TIME. Use it to keep building your skill set so you can handle the majority of needs from your clients. 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. It doesn't matter that so many weddings are on hold for the moment - work to be the best.
  • Learn lighting: We all know what it means when a photographer describes themselves as a "natural light specialist." It means they're afraid of studio lighting. Now is the perfect time to expand your skills so you can hit the ground running when the world around you starts to get back to some level of normalcy.
  • What's in your archives? As I've written several times previously, it's holiday time, and photography is a hot product. Take advantage of those great images you have of past clients and events. And if you're stuck on ideas, just call your lab and ask, "So, what's new?" Even a canvas print may be an old application for you, but it might be terrific for a client in sharing an image they've forgotten about.
  • Moving outside with prints: I've written a lot about Bay Photo's Performance EXT Metal Prints and have three of them outside my home around the pool. (Remember, I live in Florida.) So, clients with porches and patios, restaurants serving outside - they all need your expertise to help decorate.
  • There's a very thin line sometimes between stunning fine art images and your skill set. Follow a few fine art photographers you know and pay attention to how they're framing their work for final sale. The key is often in the presentation, not just the quality of the print. 
  • Social distancing: Hunkering down is about your health, NOT your business. Start expanding your skill set by shooting outdoors. Learn to capture landscapes, wildlife, macro/closeup of flowers, bugs, etc. - anything that reminds people what you do for a living - even if it's tough to make a living right now. 
  • Diversity in capture and post-processing is important to share, but do it with some logic. For example, add black and white images to your gallery, but not just for the sake of changing, but because the image you've chosen to share really has more impact in B&W.
  • Learn video: Just about every digital camera now can capture video as well as still images. It's another expansion of your skill set and also a key to your marketing. There's very little that beats a video of you talking about your business with still images, video, and great music combined.
  • USE YOUR BLOG: Okay, it's last on the list, but only because I just realized I almost missed it. Your website is about what you sell, but your blog is about what's in your heart! These are scary times - use what's in your heart to help your clients. Give them gift ideas using photography, share tips on capturing better images this holiday season, and be helpful. 

Remember, even in the pandemic, what you show is what you want to sell. Shakespeare said it best,

"To thine own self be true!"
Stay true to your love for photography and imaging and start to show more diversity on your website in logically connected specialties. ​And you know where to find me if I can help!
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Keeping Your Photography Business Alive With Your Blog

12/4/2020

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​by Skip Cohen

I started the Food Friday Series over two years ago, hoping a weekly short post covering one aspect of marketing would help many of you stay focused on the importance of building a more substantial business. From the SCU Diner, with help from an occasional guest "chef," we shared a lot of great ideas.

Well, nine months into the pandemic, with many areas of the country going back into lockdown, it's time to bring a few of the critical topics back to the table!


Here's my point: Social media has become your number one vehicle to keep in touch with your target audience. That means your blog is more important than ever. It's your best way to maintain brand awareness, but it needs to be done right!

You've got something you've never had before, too - TIME! 

I'm sharing tips from my experience as well as my good buddy, Scott Bourne's. Obviously, you need to stay healthy and safe, but there's simply no excuse for hunkering down from your business! 

  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 blog. Your content needs to be relatable to your readership.
  2. Gift Ideas: It's the holiday season, so share ideas on things to do with photographs. From frames to albums to canvas and prints, technology has made the choices to suggest virtually unlimited. I've written this before - photography is the perfect gift idea in the pandemic! A family portrait is an ideal gift for grandma this year because it's her family she misses most!
  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 and 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 family is 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 holiday season.
  5. Be Consistent: Consistency is crucial in building readership, and if you find yourself blogging every full moon, you're better off to shut off the blog entirely and 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. If you look back at a previous Fast Food Friday special on blog ideas, they can be written in advance. Build a stash of posts you can use, and then don't relaunch your blog 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 blogs helps you build stronger awareness. Look for partnerships where you swap material with other photographers and groups within your community.
  8. Support Your Community: Writing about upcoming community events gives you more traction in terms of 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, sharing your information and helping you build more awareness. And just because we're in a pandemic and live events aren't happening very often doesn't mean your local nonprofits don't still need help!

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

Can you survive without a blog? Maybe, 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. 
Blogging isn't about publishing as much as you can.
​It's about publishing as smart as you can!

Jon Morrow
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Creating a Stronger Message for Your "About" Page

11/20/2020

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by Skip Cohen
 
I've written so many posts lately that start out the same - the pandemic has changed so much in our lives...​

Here's something the pandemic has changed for the better - it's given you time, the one element in your life you've NEVER had enough of. And if you're not taking full advantage of the time to clean up some essential elements of your business, then it's a you-snooze-you-lose scenario.

​Almost three years ago, I started the Fast Food Friday series: Ideas to help you build a better business and all served each week at the SCU Diner. Well, It's time to bring a few of them back and tie them to the importance of reaching an even bigger target audience today!
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I'm convinced photographic gifts will top the list of great ideas this holiday season, which means more potential traffic to your website. Your galleries should be your first tab, but once you've hooked a visitor on the quality of your work, then comes the second tab, your "About" page.

Yesterday I shared a post about the importance of a better headshot with your "About" page.  While a handful of photographers missed my point, nothing beats an environmental portrait of you as an artist to help reinforce your brand. But your headshot is only one of the key ingredients - the other part is what you write about yourself. 
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Today your Internet presence is the equivalent of a bricks and mortar business just a few years ago. And because of the pandemic, it's even stronger than a physical location! Your website is your storefront and it's essential to make each visit a memorable experience.  ​

Creating a Better About Page on Your Website
  • Write your bio in the first person rather than the third person. This is your chance to write from your heart and share with people why you're their best choice. 
  • Unless it's a Pulitzer Prize, nobody cares what awards you've won. For most of you, "Mom" is your target audience; she doesn't know what WPPI and PPA even are. And she cares even less about what gear you use or how you got started. 
  • Your potential clients want to know if they can trust you to see the world the way they do. People don't care about what you do or how you do it - they want to know why you do it. This is also the perfect time to show your romantic side.
  • Don't be afraid to open up and share why you love being a photographer. For those of you targeting commercial clients, the trust issue is still the same, but you'll word things a differently.
  • Say what you need in just 3-4 paragraphs and keep it all above the fold. 
  • A photograph or two of you is great, but even better is a shot of you working with a client with a camera in your hands. Stay away from boring headshots and bad selfies. And for those of you who want to argue about a camera in the image - a portrait of you and your family is fine - just remember, whatever you show needs to show quality and be relevant to your audience.
  • Make your bio/about section sound like an artist's statement. This is your commitment to future clients.
  • Sign your about section with a facsimile of your signature. It will make it more personal.  

When I shared this idea a few years back, a photographer argued with me because he and his wife had put together a humorous bio that clearly showed their personalities, and how much fun they'd be to work with. It was outstanding, and I was wrong. But being funny is an art form. If you've got the writing skill to be creative, funny and still make your point about your love for the craft, then create that kind of bio. However, if you're concerned about your message, then go with the basics above.

One more idea for you to think about, and you've got the time: Thanks to technology, ALL of you have the ability to create a high impact marketing video combining still images, video, and great music for your about page. Nobody can tell your story as well as you, and it's another way to get the message to "Mom."

This year will go down in history as the most difficult for any small-business owner, especially photographers.  But I'm hearing stories from artists all over the country of business picking up a little, new ideas for services and products and even an increase in small events.

Hunkering down is about your health, NOT your business!

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What Does Your Headshot Say About You as a Photographer?

11/19/2020

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by Skip Cohen

​I was saving this topic for "Fast Food Friday" tomorrow, but it's too good not to share today. And in all honesty, ideas to help you raise the bar on your marketing should be happening EVERY day, not just on Fridays.

Earlier this week, Kay Eskridge shared her headshot  and these comments:

Years ago my Mom gave me the ultimate compliment ... she said I am good at what I do because I use my heart before I see with my eyes. I KNOW!! Way to go Mom!

I also think that the older I get I also use my soul somewhere in the mix... I guess that's why I'm always smiling when I'm behind the camera. Thx Howard...this is one of my favs!

Here's why this is so important - so many of you have terrible or irrelevant headshots on your websites and social media pages. From bad selfies to portraits that suggest you handed one of your kids the camera and even stunning portraits of you staring down the lens barrel - very few of them show your love for the craft, or at the very least, you in action...as a PHOTOGRAPHER and ARTIST.

My suggestion has always been a side shot of you with a camera in your hands and in the background just beyond the depth of field, your subject. Use your headshot to convey a great message of what you do for a living. Even great portraits don't demonstrate what you do for a living.

This image of Kay's might not have her subject in view, but what a kick for a client to see how much she loves the craft. And personally, I love the fact that it's black and white - pushing the point of diversity in her creativity a little more.

Now, think about your bio page - your target audience doesn't care what awards you've won, what gear you shoot with, or even how long you studied to be a photographer. They want to know WHY you love being a photographer, and for "Mom," she's looking to see if you can be trusted to capture images of her family the way she sees them.  It doesn't matter how many awards you've gotten in print competition through WPPI or PPA - most of you clients don't know what those associations are!

So, stop writing long boring bios about your awards, how many cameras you own, or how you got started in this business - cut to the chase and talk about your love for photography and helping clients capture great memories. Then, back it all up with a headshot like Kay's, and you can even add an image of two of you working with a client!

(Also on the list to include is a self-promotional video about you - but we'll save that for another post.)


And to Howard Rosenberg who captured Kay - nicely done! You definitely caught her love for the craft and that signature Eskridge smile. What a kick!

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Maintaining a Strong Brand as a Photographer in the Pandemic

11/13/2020

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by Skip Cohen

​For over a year, I shared a series of business and marketing tips called "Fast Food Friday." The concept started as short, easy to implement ideas, and grew into some great building blocks for success as a photographer and small business owner.

Well, as much as the pandemic has changed so many things in our lives, the key ingredients to building brand awareness haven't changed. You still need to get your name out there, and even more important, we're into fourth-quarter seasonality, and people still need help capturing and sharing their memories!

Remember why I started this series - to give you ideas 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.

With or without Covid - 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 top-of-mind awareness so anytime somebody is thinking about photography, your name comes up first.
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  • Stay in touch with your past clients: I love an idea Steven Gotz shared at the beginning of the pandemic. Here's the link. In summary, he took portraits of clients and pulled the color, converted them to line-art, and sent them to clients with young children as coloring book pages. It's a brilliant way to help lift the spirits of your clients and, at the same time, remind them you're there.
  • 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. And it doesn't have to include a camera in your hands. The pandemic and health distancing has changed many events, but every community has challenges in getting the word out, especially on fundraisers. Use your blog and help them spread the word - be an ambassador!
  • Own Your Zip Code: Draw a circle around where you're based and start knocking on doors! Wear a mask and respect physical distancing. 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. Talk about the diversity of your skill set. Share tips on photography, especially posing, lighting, and composition. Help your clients get through the limitations of the holidays and needing to still hunker-down.
  • 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. And here's a new topic - teach a class on using Zoom, Skype, etc. Everyone is dealing with more interaction online, but so few consumers know what they're doing and spend their time sharing poorly lit nostril shots on their phones.
  • 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. And during the pandemic and holiday time, here's your chance to cross-promote on discounts and each other's products as gift ideas.
  • Social Media: In the portrait/social categories of photography, that means being primarily involved on Facebook, Instagram, and 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 maintain focus on your audience's needs. Use Facebook's birthday and anniversary features to keep track of key dates with your clients. The pandemic hasn't slowed anything down in social media.
  • Pick up the Phone: When in doubt, call a past client. You don't need to be selling anything. The call's purpose is to let them know you're thinking about them and just want to know how everybody is. My suggestion is to make at least two calls a day to past clients. This is purely social, but all about keeping in touch.
  • Show Your Work: Years ago, Bambi Cantrell displayed 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. 
  • Put Together a Networking Luncheon/Event: You don't have to meet for lunch physically. In fact, I was invited to a happy hour cocktail party recently of a board I'm active on here in Sarasota. It was all done on Zoom. Lori Nordstrom talked about this early on in the pandemic when she was getting together with a group of businesswomen in the community on Zoom. You're getting together to talk about the business, trends, and anything that comes up. 
  • 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 with special programming, and most of them are dealing with online education. Offer to do a career day presentation online and talk about what it's like being a photographer. Don't be boring and just talk - show photographs, special techniques, and things they can do with their cell phones!  Here's your chance to make online education more fun.
  • Build a Community Calendar: Everyone is always looking for new blog content. So, keep a calendar on your blog of upcoming community events, mostly 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.
  • 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 and right now getting together online is the next best thing to being there!

Too many of you think there's nothing you can do to build your brand until the pandemic is history. It's not going away tomorrow, but the new norm doesn't need to leave you helpless. Relationship building is your most vital marketing tool - so, set up a 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!

​And where's Tony today? Because travel for all of us is limited, he's online and spending just as much time teaching and supporting his audience as he always has - but in cyberspace!

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Seven Ideas to Help Boost Your Photography Business - NOW!

11/5/2020

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by Skip Cohen

When my buddy Rick Friedman shared the image above on the Platypod blog last week, it got me thinking about the changing seasons in business, not just the beauty of foliage in New England. The pandemic has changed so much in our lives, but it didn't stop Mother Nature's seasonality any more than it's going to halt the seasonality in business over the upcoming holidays.

In fact, with everyone being restricted with physical distancing and health concerns, I'm convinced photography will play a more significant role than in previous years with consumers this holiday season. Think about it: Is there a more perfect gift for grandma this year than a portrait or video of her family? And for holiday cards for your clients and your business, what could be better than to share one of your images and a message reminding people you're still around?
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Every week for over a year, I ran a series called Fast Food Friday. Each weekly topic was a reminder about a different aspect of marketing for photographers. 

There is so much you should be doing RIGHT NOW. Make sure the seasonality of the holidays doesn't slip by because of your frustrations and complacency that's become typical during the pandemic. As I've written numerous times, hunkering down is about your health, NOT about your business! 

Welcome back to the SCU Diner and Fast Food Friday!

1. Holiday Cards: There are still too many of you who miss the opportunity to send out a holiday card featuring your photography. There's still time! 

There are two different audiences to consider. First is your personal card to friends, clients, and associates. This is one of the easiest marketing opportunities in business - one of your photographs on the front, a message from you on the inside and on the back, your logo and contact information.

Second is holiday cards for your clients. The pandemic has dramatically limited personal contact. That makes this year an especially popular year for photography. And helping to make it more affordable, Marathon has their annual BOGO program going on right now. But nothing happens if you don't plant the seeds of ideas with your audience.

2. Gifts for Key Vendors and Clients: Think about who's helped you the most over the past year. Now is the time to recognize that wedding planner, florist, etc. who sent you some great referrals. It doesn't matter if the event was postponed or even cancelled. A simple basket of goodies or bottle of wine to acknowledge your appreciation might be just the thing to say "Thanks!" Again, the pandemic has limited so many areas of interaction, but it's not going to last forever.

3. Is it time for your own marketing video? January kicks off a new year, and with it should be some new ways to reach more clients. I'm a big fan of marketing videos that show a photographer's work with images and short video clips put to music and shared on your website along with your about page. In between the holidays is a great time to put it together.

4. New Products for Your Audience: All it takes is a call to your lab and one question, "What's new?" The pandemic hasn't slowed down technology, and I've repeatedly written about ​Bay Photo's Performance EXT Metal Prints for outdoor display. Also, just because products like canvas prints are old to us doesn't mean a beautiful canvas print isn't going to be cherished by a client. Then there's everything else your lab can do today with new materials, and your target audience knows very little about what's available!

5. Partnerships: Every business is dealing with the same challenges, but a photographer teaming up with a florist and an excellent restaurant doing carry-out, means your cost to promote your business is reduced to a third of what it would be if you flew solo. Another great thing about partnerships is how each partner becomes an ambassador for the other companies involved. Look for ways to share the cost of delivering a message and, at the same time, cross-promote products within the partnership.

6. Content for Your Blog: Use the current downtime to build content. And make that content about gift ideas using photography this holiday season. Plus, this is a great time to build your stash. Everything you share doesn't have to be in relative real-time. 

If you're not posting at least twice a week on your blog, then shut it down! It's not doing enough to help you build a consistent awareness with your readership. Build a stash of posts you can use for content over the months ahead - short 200-300 word posts that help your readers become better photographers, for example. 

7. Community Involvement: Community events are limited, but they exist, and here's another opportunity for you to be involved. You're looking for your community to be good to you...well, you've got to be good to your community. Look for ways to help spread the word for events in your community. Everyone needs all the help they can get, and your blog is just the vehicle to provide additional support.
 
The year may be quickly coming to a close, but you still have time for a positive impact on your business in the home stretch! This is not going to be a year where thousands of people camp out overnight at Walmart waiting for the doors to open. There's an opportunity for a strong finish to the year and more revenue for your business, but getting the word out is all up to you.

You snooze, you lose!

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Down to the Wire as a Business Owner in Photography

12/20/2019

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PictureMissed any past Fast Food Fridays? They're all just a click away!
With just eleven days left in the year, this is one of those Fast Food Friday posts to remind you of things you might have missed along the way in building your business and wrapping up the year. Most of you are right-brain creative types with a focus on your images and clients, rather than running your business.

That's the reason I started this series in the first place - to remind you of little things you could do to establish a stronger presence. Most of the entrees in the SCU Diner have all been quick, easy ideas to raise the bar on how you're perceived in the community, along with tips to make your business more successful.

This morning is simply the equivalent of a buffet or a big salad bar!
  • IUSA is the first big exclusively imaging conference out of the blocks in 2020. If you haven't made hotel and flight reservations for Nashville - there's still time. Over the last few years, IUSA has grown to be one of the best conferences in photography. Here's the link.
  • WPPI kicks off in February - and although the show has been getting smaller over the years, it's still a great one to attend...book your hotel and travel arrangements NOW. Vegas and the room block fill up fast. WPPI is just one click away.
  • 2019 Purchases: You've got eleven days to take advantage of tax deductions on purchases/expenses related to your business. You know what those are but talk to your accountant if they're significant. You want to take full advantage of state and federal tax laws.
  • Holiday Cards: There are still too many of you who miss the opportunity to send out a holiday card featuring your own photograph! And, there's still time to do a generic holiday card and get it to clients in between Christmas and New Year's Eve.
  • Gifts for Key Vendors and Clients: Think about who's helped you the most over the past year. Now is the time to recognize that wedding planner, florist, etc. who sent you some great referrals. A simple basket of goodies or bottle of wine to acknowledge your appreciation might be just the thing to say "Thanks!"
  • Is it time for your own marketing video? January kicks off a new year, and with it should be some new ways to reach more clients. I'm a big fan of marketing videos that show a photographer's work with images and short video clips put to music and shared on your website along with your about page. In between the holidays is a great time to put it together.
  • 2019 vs. 2020: For years, I've said that doctors and photographers are typically two of the worst business groups on the planet! Most of you don't know if you made any money until you do your taxes! So, prove me wrong this year. Take some time before year-end and think about your business over the past year. What worked well, and what never got off the ground? What do you need to make 2020 an even better year?
  • Community Involvement: There are still so many things you can do to give back to your community in 2019. Many of them are also tax deductible and give you a chance to reduce your taxable income exposure and, at the same time, increase your brand awareness in the community.
  • Content for Your Blog: Downtime for direct business/revenue doesn't mean it's slow for things you can do to set things up for 2020. Use the upcoming "slow season" to build your stash of content for your blog. If you're not posting at least twice a week on your blog, then shut it down! It's not doing enough to help you build a consistent awareness with your readership. Build a stash of posts you can use for content over the months ahead - short 200-300 word posts that help your readers become better photographers, for example. 

The year may be quickly coming to a close, but you still have time for a positive impact on your business in the home stretch!

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Finding Your "Why" in Photography and Business

12/13/2019

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"People don't buy what you do, they buy why you do it!"
Simon Sinek
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​I've missed a few of the last Fast Food Friday posts, but the "kitchen" of the SCU Diner is up and running today with a unique entree!

​I started the series to help you with quick ideas to fine-tune your business. The goal was pretty simple, easy things you could do to sustain and grow your business, implement stronger branding, marketing, revenue, and even content. 

The majority of you are right-brain creative types, which means you tend to ignore the operational side of the business but love the challenge of creativity. That's great, but you can't ignore what it takes to run and build the biz!

Today's Fast Food Friday is all about finding your "why." Even the artwork I chose up top is symbolic of the challenge. Notice how most of the question marks are the same? They represent all the other photographers out there - but the one that's different is you. You've got to make yourself stand out. You've got to make yourself different from your competitors.

You've Got to Find Your Why

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​This past week at a Board meeting of the Sarasota's Senior Friendship Centers, the CEO shared a video with us. The SFC is a multi-million dollar nonprofit here in Sarasota. We provide two-hundred thousand meals a year, health services, adult day-care, places to socialize, primarily for senior citizens. 

As I watched the video, I couldn't help but think about my own business and in turn, yours. If you haven't read Simon Sinek's book, click on the link to the right. In the meantime - think about your why. All of you know what you do for a living. You also know how you do it. But have you ever thought about why? Are you sharing that message with your target audience?

For example, dozens of times in the past few years, I've talked about the message on your about pages. I've written about people not caring what awards you've won, how long you've been in business, or what gear you shoot with - "Mom" wants to know why you're a photographer. She wants to see if you can be trusted to capture photographs of the people most important to her. Your about page is one small step towards sharing your why.

Please take the time to watch this video, and trust me - it'll start you on a life-changing journey, or at the very least, business changing! 

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Fast Food Friday - Growing Your Photography Business

11/15/2019

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PictureMissed a Fast Food Friday? They're all just a click away.
​by Skip Cohen

​For over a year and a half, I've shared a Fast Food Friday tip, almost every week. In fact, there are seventy-five different articles; each one focused on a specific aspect of your business. Most of them are short, but they hit on topics ranging from marketing to expanding your skillset and even a few on how to keep your sanity as a small-business owner. Well, it's time to raise the bar a little, and here's a great place to start, diversity, and growing your business.

I'm in contact with dozens of photographers every day. While many of them are new to the business, lately, there's a trend of more seasoned artists trying to figure out how to mix up their game and go in a different direction. It's the Darwin theory of survival of the fittest.

You can use the survival of the fittest to refer to a situation in which only the strongest people or things continue to live or be successful, while the others die or fail. (From Google and Wikipedia)

Here's the first new installment in this Fast Food Friday series - growing your business outside your core specialty.

Stepping Into the Senior Market

Over the last decade, the senior market has become one of the fastest and most diverse specialties in professional photography. Done right; each session is based on relationship building, being fun to work with, and fine-tuning your listening skills. Remember, these are young adults, and as an artist, you'll often be the first professional photographer they've ever worked with. Your relationship should become an investment in future business with them as well as their parents.

But the challenge becomes where to start. Remember, this is the first in a multi-part series, and we're going to start at the very beginning of the marketing process.

Before you roll your eyes about my endorsement of an SCU partner, if you've followed me for even the shortest amount of time, then you know I don't endorse any company who doesn't have something to offer you when it comes to growing your business. 

Chamira Young and I have worked with the PhotoTexting.com team since last February. I love what they're doing to help photographers raise the bar on how they communicate, react, and respond to their audience.

With the senior market, we're talking about an audience with demographics that scream "early adopters." Seniors are mobile and text-focused all day long. Knowing the usage rate for teens is high, I had some fun on Google searching to see what the stats suggest:

More than half of teens (54%) say they spend too much time on their cellphones, and 41% say they overdo it on social media. According to Common Sense Media, teens spend an average of nine hours a day online...

Now, take that information and think about your younger clients - teens, as well as their parents. There's a lot of useful data for a starting point on growing your business and taking full advantage of mobile solutions.

Don't be thrown by the video below being called a "webinar." It's under four minutes and perfect to watch while enjoying that morning cup of coffee. ​
​This is the first installment in a new series about growing your business. And while we're starting next week and be more focused on marketing to Seniors, the video above applies to so many different aspects of your business! Communication technology is not going to slow down, and mobile technology especially is here to stay - embrace it the right way, and you're going to have the tools not only grow your business but close sales faster, expand your reach and increase revenue! 

In keeping with the Fast Food Friday theme, we're going to take it one step at a time. Next Friday, we'll hit getting started in marketing to Seniors, and we'll keep building from there!
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Click to visit PhotoTexting and their Senior Rep program
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Fast Food Friday - One of Your BEST Marketing Tools

10/25/2019

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by Skip Cohen
​
The purpose of Fast Food Friday posts is to give you ideas to build a stronger business and thrive rather than just survive. Just when I think we've run out of suggestions, another one pops up.

One of your biggest challenges as a professional photographer is planting seeds of ideas with your clients. It's not easy setting yourself apart from the competition these days, but not because it's difficult. The challenge comes with so many opportunities, and many of you fall into "analysis paralysis." You're not sure where to start, and procrastination takes over, and you wind up doing very little.

Your greatest marketing tool is in relationship building with your clients. That's a big umbrella and covers so many different aspects of building a successful business. Here's one that's so easy to put out there, and it falls into the category of just being helpful.

Throwback Thursday - Planting Idea "Seeds"

These days we're all tuned into Throwback Thursday and sharing old images. You've seen me share industry stories and photographs we can all relate to. You're my readers, and you're all seriously invested in photography, but what about your readership and "Mom?"

For most of you, "Mom" is your target audience. Remember, 98% of the purchase decisions to hire a professional photographer in the portrait/social categories are made by women, and Mom is almost always involved. Well, Throwback images allow you to get Mom thinking about an updated family portrait. We're headed into the holiday crunch, and it's the perfect time to remind your audience that it's time for an updated family portrait.

  • Throwback Thursday is just one day a week. Find six old photographs that relate to your business focus, and you'll have six weeks of throwback-posts to share.
  • Look for images showing changes in styles. From clothes to hair and makeup to colors, there's so much out there to choose from.
  • You can share throwback images everywhere. If you have a blog, it's the perfect vehicle. Without a blog, you can still share the photos on Facebook, Instagram, and Pinterest - wherever your target audience hangs out. You could also add a fun section to your website sharing older images.
  • Add in a promotional offer - there's nothing wrong with tagging your throwback shares with a limited time special offer. You've got their attention with an old photograph - now bring it all together. Close with an idea to update their family portrait and get them into your studio or on location.

What I love most about this approach is that it's so soft-sell, it's hard-sell without being in anybody's face. Plus, it works on just about any image, even a headshot campaign. Have fun with the old photos you share. Use them to show your sense of humor and how much fun you are to work with.

When you can make fun of yourself, it makes you that much more approachable and becomes a relationship builder. Plus, you're reminding "Mom" the kids are growing up, and her family is changing. While we can't stop time - as a professional photographer, you have the ability to take time and turn it into a tangible memory and perfect gift this holiday season!


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Fast Food Friday - Don't Forget to Have Fun

10/18/2019

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If work isn't fun, you're not playing on the right team!
Frank Sonnenberg
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by Skip Cohen

​The Fast Food Friday series is all about tips to help you build a stronger business. The posts are meant to be short ideas - sort of quick tips to fine-tune your skillset, but as a business owner. This morning I'm going a little off track on business but not on your career.

​Suzette Allen and Jon Yoshinaga have been here for the last couple of days, taking a break from the Bubble Trailer Light Tour I've written about so many times in the previous six weeks. As they leave today, I head to Latrobe, PA, for my buddy Terry Deglau's memorial service. Stay with me, because there's a great connection.

While my mind has been flooded with stories I want to share tomorrow about Terry, it occurred to me how much fun we had together over the years. Well, that brought me to this very minute, hanging out with Suzette and Jonny. They were here for a couple of days, and we did nothing except relax, talk, and enjoy the time we were able to have together.

And there's my point - having fun in what you're doing is as important as your skillset as a photographer. In fact, it's at the very core. But fun doesn't just happen - it takes work! You've got to take the time to have fun. You've got to recognize burnout. You've got to use those who-wants-to-be-a-millionaire lifelines and phone a friend.

During his years at Kodak, Terry and I simply had fun, but we worked hard to make it happen. We often tagged on extra days to several conventions - including driving Ansel Adams' Cadillac into Yosemite for three days with a trunk loaded with Hasselblad gear and Kodak film after PhotoWest many years ago. 

And, as always, we had a blast with Suzette and Jonny this week as they hit day forty on the road for the tour. In the process of laughing and enjoying each other's company, new ideas bubbled to the surface, even a short conversation about the definition of success. It's not really about fame, money, or your skills, but about being happy in whatever you're doing, especially when it's just for you.

Here are some easy suggestions:
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  • Take the time to step away from the business.
  • Make time to get to know the people you interact with.
  • Go to lunch with a friend.
  • Don't answer your phone for a few hours on an afternoon when you need a little time to yourself.
  • At upcoming conventions, take the time to meet new people.
  • Get to know the team at the vendors you work with.
  • Follow birthdays and anniversaries - I love Facebook for that.

Work to put "FUN" into your business life. And, don't let your business interrupt the time you need to have with family and friends.

Have fun, work hard and money will come. Don't waste time - grab your chances.
Have a positive outlook on life. When it's not fun move on.


Richard Branson
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Fast Food Friday - For Professional Photographers

10/11/2019

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PictureMissed any past blue-plate specials? They're all just a click away!
by Skip Cohen 

Well, it finally happened. I ran out of things to write about and missed the last few Fridays. However, I'm back. Thanks to many of you, I'm loaded with more ideas to help you create a stronger business model and thrive, not just survive!

Remember, I started this series in much the same way a farmer plants his crops...they're seeds of ideas to help you be more effective. It's your choice to nurture the ideas and let them grow into something bigger. So many of you are right-brain creative types, and you're often so involved in the process of capturing and creating the ultimate image, you miss the operational side of the business.

As I've written before, what good is creating the greatest images of your life if nobody knows who you are?

With the seasonality of the fourth quarter about to go into full swing, I was thinking about your websites and blogs. So many of you have them because you were told they were what you needed, but there's no personality showing in either venue.

Too much Internet real estate is just plain flat. I've been on too many websites that are like a can of soda left open overnight. It's got color, flavor but no bubbles - no fizz!

Is Your Website an Experience or Could it Put a Rock to Sleep?

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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!"

I've been doing a lot of website reviews lately, and so many of you are missing an opportunity to make a great 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!

Here are some ideas, most of them easy fixes and things you can do NOW before business hits the holiday peak!
  • Load Times: Don't just assume your website is loading the way you intend it. Check it on different browsers. The top four are still the same!
  • Navigation: Is your site easy to scroll through, or do you need a team of miners to find the most important components and information?
  • Mobile Compatible: Your website has to be accessible and easy to view on a phone as well as a computer. So, is it?
  • Great Images: It's all about quality, not quantity! Stop showing images that anybody's Uncle Harry could capture. Every image you share, including your own headshot, should scream "PROFESSIONAL!" Stop filling up your galleries with average photos.
  • Policies Don't Belong on Your Website: Too many of you have policies that would scare an IRS auditor. Save the policies on cancellations, refunds, etc. for the contract discussion and stop scaring people away before they fall in love with your work.
  • Contact Pages: Give people a way to contact you directly! There's no excuse for not listing your phone number! And make your phone a dedicated line for your business.
  • Respond Quickly: Two weeks ago, PhotoTexting.com launched its new website and programs, including an outstanding one for Senior photographers. The key is the speed and diversity of applications their programs give you for quick responses. If you're still wading through traditional contact forms from potential clients, you might as well go back to the "bingo-cards" magazines used twenty years ago.
  • Continuity: Now and then, I review a website that looks like it was built by different contractors on a house. The home page has a distinct look, but the pages that follow don't seem to fit in. There's no excuse today for a website that's anything but upbeat and great looking! DIY has its limits, and while some of you, have the skillset, too many of you have been building things as you go along and need help.

While somebody will challenge me on this, you can't be in business today without a website. I also feel a blog is essential. Why? Because 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 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 bricks and mortar store - make a visit, starting with your audience walking through the front door, that's memorable and a fun place to "shop."

Photo Credits: © bnenin , © dima_sidelnikov

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Fast Food Friday - For Professional Photographers

9/13/2019

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© pathdoc
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​This might be one of our shortest and easiest recipes from the SCU Diner. And, it's not really exclusive to professional photographers, although that's the direction we're most focused on.

One of the top complaints of new couples after the wedding is the photographer didn't meet their mindset with the finished photographs, video, and album. And the reason most often relates to listening skills. So, here are a few suggestions:

  • You've got two ears and one mouth - listen twice as much as you talk! The original quote is modified from a Greek philosopher, Epictetus who died almost two thousand years ago. Learning to listen is hardly a new topic! 
  • Ask questions with more than one purpose. For example, Bambi Cantrell talks about asking the bride who made her gown. The answer gives her an idea of what she's spending, together with her style - more contemporary or traditional.
  • Build the relationship. We live in a texting and email world, and I often feel like the art of conversation has been lost. Ask the couple how they met? Encourage them to share some of the funny experiences they've had together. Find out what they love about each other, their families and friends.
  • Show them samples of your work. I'm always surprised when I hear about a photographer who doesn't have sample albums to share. All it takes is a call to your lab to make a duplicate album from a previous wedding or two.
  • Whenever possible, do an engagement session. While it provides additional value to your pricing, the real benefit is getting to know the couple. A good engagement shoot helps to establish your credibility so that on the day of the wedding, you're a recognized friend during a time when "logic doesn't reign as king!"​

Your strongest marketing tool, which I've written about before is in building a relationship and trust. It applies to every specialty within photography, including commercial, boudoir, family, children, maternity, and the list goes on and on!

"Do not listen with the intent to reply, but with the intent to understand."
Anonymous
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Fast Food Friday - For Professional Photographers

9/6/2019

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© Funtap
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Sometimes there's a very thin line between a "Fast Food Friday" post and a complete rant! Today is one of those days!

Remember why I started this series:

Most of you are right-brain creatives and hate having to deal with left-brain tasks like the operational components of running your business. I started writing about specific topics like website tips, blogging, and customer service, to name a few. Over the last several months, I've expanded into so many different areas, not just business but ideas to help you find balance in your life, share information, and build your network.
 
From conventions/workshops I've attended to phone calls and even emails and posts, there's been a decline in the quality of the communication. Today's post is a composite of several different topics, and based on things I've witnessed recently, it's sorely needed...RANT ALERT! 

Are You a Professional?

​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 skillset, not just as an artist, but a business owner.
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  • 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 a little.
  • 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. 
  • 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.
  • 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 fulfillment world, and texting technology gives you a chance to respond immediately. This isn't meant to be an infomercial, but PhotoTexting.com has already built the tools for you. They can't help you if you don't take advantage of their support. Remember, 82% of text messages are read within 5 minutes, but consumers only open 1 in 4 emails they receive. 
  • Stop Writing Like a Moron: Sorry to be so blunt, but 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 line dedicated to 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 walked by an old payphone that was ringing in a bar and picked it up! Once again, be a pro.

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

8/30/2019

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© WavebreakmediaMicro
PictureMissed any past blue-plate specials? They're all just a click away.
​by Skip Cohen

It's a new Fast Food Friday, and the "chefs" in the SCU Diner have whipped up another tremendous blue-plate special this week. Each week we've been presenting ideas to help you become a better business owner. Today's special is a little different. It plays on your abilities as an artist more than developing your business/operational skills.

This is one of those posts that's deeply anchored in me "shoulding" on myself. So, I'm suggesting you learn from a mistake I made so you can create new ones of your own! 

Here's the backstory: My Dad passed away almost four years ago and my Mom, two years before that. My grandparents died many years before that. At this point in my life, there's nobody left who knows any of our family history. I have lots of stories over the years, but what I don't have is a video collection of my folks telling us about their lives, both as a couple and individually. I wish I had those stories, and my grandparents' too.

Ancestry.com can trace my roots, but that's not what I want. I want video coverage of me just sitting with my folks and talking about our family and their lives. I want all the stories.

PictureIt's a four generation shot. I've got plenty of pictures - but not the live stories to go with them.
​I've referenced the Senior Friendship Centers here in Sarasota in several past posts. They're a nonprofit and each year deliver 200,000+ meals to hungry elders, provide health care to over 10,000 patients through their medical and dental clinics, provide adult daycare, and the list goes on and on. I couldn't more proud to be on their Board and support the way they give back to the community.

One of the programs they've been doing for the last few years, much more on the communication side, is called "My Journey." It's a recorded interview giving seniors the chance to talk about their lives and create a legacy recording for their children and grandchildren. 

I love the concept, but to take it a step further, ALL of you can do something similar. And, you have the gear and the skills to do this in more depth than a recording. You've got the ability to create a family video with virtually whatever level of sophistication you want. 

​This has so much potential to capture memories, starting with your own family. Don't wait until everybody is gone to say, "I should have taken the time!" Plus, there's an outstanding side product here as something for your client base. 

A year or two before my Dad passed away, Bambi Cantrell spent some time doing a short video of Dad taking a look back. It's a great service/product idea to pitch your clients as something new for the holidays. Take advantage of all the family time coming up. Use your blog to write about it and share, obviously with permission, some of those stories.
 
This is especially important If you've got grandparents or great grandparents alive. Make it a point to get time with them and capture those stories. Ask them questions about their childhood and growing up. Have fun with questions about the kind of kids they were; things they did in school; specific friends, pets, and places they visited. The list of information it would be fun to have and share is virtually unlimited.

​Don't make the mistake I did - Take the time to become your family's historian. You never want to be looking back and wishing you'd captured/created a video about your roots!

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Fast Food Friday - For Professional Photographers

8/23/2019

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© greenbutterfly
PictureClick to link to the entire series
by Skip Cohen 

In February last year, I had an idea - a weekly series to help you fine-tune your business and marketing skills. I chose to write them fresh each week to give you content that was based on things I had noticed during the previous week. Well, here we are eighteen months later, and I think I've only missed two to three Fridays in the series. 

There's a never-ending flow of topics all thanks to interactions I have with so many of you throughout the week via the Internet, phone and here and there in person. Each post in the series has hit on a topic most of you need to pay more attention to.

As I've written many times in the past, as right-brain artists, so many of you ignore the operational and marketing side of the business. Well, there are no Success Fairies who are going to come into your business in the middle of the night and boost sales, clients, or revenue. It's strictly up to you! Take a scroll through all the past "blue-plate" specials from the SCU Diner, and you'll find ideas to help you thrive in 2019 and not just survive!

The chefs in the kitchen today have put together an incredibly filling lunch special, critical to your success - the care and feeding of your network!

I hate quoting politicians, but Hillary Clinton gets credit for the "It takes a village" line. Your network is one of your most valuable tools for success. Sadly, too many of you meet somebody, talk for a few minutes, exchange business cards or transmit data to each other and then *poof* you do nothing to keep in touch! 
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The Care and Feeding of Your Network

​I know it sounds hokey, but the analogy here is no different than a plant in your home. It needs water, light, fertilizer, and a pot big enough so it can grow. Your network is no different. There are so many ways to keep in touch and invest the necessary time to build relationships.

Building relationships is your greatest marketing tool! And as Scott Stratten says in his book "UnMarketing," stop marketing and start engaging!
  • Define levels in your network: Whether you physically sketch this out or not, think of your network looking like a target. You're at the center, and the smallest first ring is those people you trust the most. It's going to be made up of family and your very closest friends. Then move out from there. The next ring will be friends and associates who you feel comfortable talking to regularly and might even see often. The next ring might be people you've met, friends of friends and with skillsets that compliment yours. Another ring might be only vendors and staff from the companies whose products and services you use.
  • Each ring of your network has three qualifiers: confidentiality, expertise, and reach. For example, your innermost circle is based almost entirely on confidentiality. It's probably made up of loved ones and your closest friends. As you move out into your network, each qualifier changes.
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​Now let's hit a few ideas to help you care for your network!
  • Connect at conventions/workshops: 
    • Never eat a meal or drink alone!
    • Plan time to get together in advance
    • Get grab-shots you can use for blog posts later
  • Be active in FB forums/groups
  • Join the local photographer's guild or PPA affiliate
  • Retweet and share each other's tweets and posts
  • Track birthdays, anniversaries, events in each other's lives - I love Facebook for this, and the birthday list is my first stop every morning. 
    • Linkedin helps keep track of business anniversaries and job changes - stay involved!
  • PICK UP THE PHONE: What a concept - the telephone! Seriously, keeping in touch through social media is excellent, but there are times when a phone call is going to set the stage for an even stronger relationship. I'm not suggesting you call everybody in your network all the time, just when something special has been shared, or you want to thank somebody for their support.
  • Organize a networking luncheon in your community: This is a few rings out from the center of your networking and would include any vendor working on hitting the same target you are. A wedding photographer might invite florists, wedding planners, venue managers, caterers, bridal salons, tux shops, entertainment managers, travel agents, etc. Find a simple place like a diner with a private or semi-private room and just talk about the community. You'll be amazed at how much you'll find you can do together.
  • Share content for your blogs: You don't have to write everything yourself, but you do need to be consistent and if you're not posting at least twice a week, same day, same time, then stop blogging. Sharing content with another member of your network helps you create great content to share with your readers and both of you benefit.

A strong network needs to be more than just a fully loaded roll-a-dex. (I admit it - I'm an old fart and proud of it! Right about now there are too many of you who don't know what a roll-a-dex is/was. Before cell phones and email addresses, it's how we kept track of everybody in our networks!)
 
I'm right back to where I started this post, "It takes a village!" So, give your village the support it needs and be there to help people in your network because they're going to your best resource when you need help! 

If you want to go fast, go alone. If you want to go far, go with others.
African Proverb
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Fast Food Friday - For Professional Photographers

8/16/2019

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© Michail Petrov
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​Every time we think we're out of new "blue-plate" specials in the SCU kitchen, another topic comes along. This one is all thanks to questions that came up at ClickCon earlier this month from new professional photographers. It starts with developing your skillset, but then comes the biggest challenge of all - building brand awareness, or quite simply getting your name out there!

Remember why I started this series - to give you ideas to build a stronger business! 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.

These days, it's not who YOU know, but WHO knows you! So, I've put together a list of ideas to help you get recognized.

Twelve Tips to Getting Your Name Out There!

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  • 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.
  • 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.
  • Social Media: In the portrait/social categories of photography that means being primarily involved on Facebook, Instagram, and 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.
  • 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 it's own. Remember though, if you don't put the word out about things you're working on, nobody else well. P.T.Barnum wrote: "Without publicity, a terrible thing happens...NOTHING!" Here's an old post and it's a little outdated, but it's 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 kind of 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 content. So, keep a calendar on your blog 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.
  • 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 until you're open for business. Relationship building is your strongest marketing tool - 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!

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Photography Conventions - Last Minute Check-off List

8/2/2019

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© milkovasa
PictureMissed any past Fast Food Friday posts? They're all just a click away.
​by Skip Cohen

​I started this series to remind you about things you need to do to build a stronger business. Today, I want to use the SCU Diner for a Fast Food Friday post that's directly related to the investment many of you are making in ClickCon, which kicks off on Monday morning.

But here's the fun of a "blue-plate" special like this - just about everything applies to any conference or workshop you attend. Time is your most valuable commodity, and you'll never have enough of it! Don't waste it by flying by the seat of your pants without a game plan.

In scuba, there's a great expression - "Plan your dive. Dive your plan." While things on any schedule can change, the more prepared you are for each convention/workshop you attend, the more you're going to get out of it!

Most important of all, conventions and workshops fall under the description of work hard - play hard! If you're not having fun with your education, networking, and growing as an artist, then you're doing something wrong. 

So, for those of you joining some of the best manufacturers and vendors in imaging, the ClickCon team, the sixty-three additional instructors and me next week - safe travels and see you in Chicago. Have fun - What a kick this is going to be!

Twelve More Tips to Get the Most Out of a Conference

​Two weeks ago, I shared tips about ClickCon and getting ready for a conference. Many of you will be heading to Chicago on Sunday. So, it seems to make sense to hit the list again, but I've added twelve more suggestions to get the most out of each class and workshop. And while ClickCon is the focus, almost everything on the list applies to any conference or workshop you attend.
  • Think through the main gear you want to bring. While packing everything you own means security, it also means an aching back at the end of each day. I know it's hard but stay within the reality of what you feel you'll mostly be shooting. That typically means three lenses, a camera body, backup body and an OCF light source. 
  • If you're driving to the conference, remember NEVER to leave gear in your car!
  • However, you're getting there, check to make sure your gear is insured. Many of you think it's covered under your home policy and typically it's NOT!
  • Forget fashion, wear comfortable shoes.
  • Go back and review every email you've gotten from the ClickCon team, so you know where you're going. 
  • "Out of Office" reply - if you use one, set it up. I like to set it up letting people know I'm gone, but I check email several times a day regardless. However, if somebody is used to a quick response, my out of office message at least explains why there might be a short delay.​
  • You can't always trust the weather report, but pay attention and dress accordingly. You should do this whenever you go to any conference. Here's the report for Chicago as of this morning.
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  • ​Don't forget your business cards or whatever you're using for a "leave behind" piece with people you meet.
  • When walking the trade show make it a point to visit EVERY exhibitor. There are two pressing issues in play here - first, building your network. Second, you never know what products or services you might need in the future. So, even if you don't have a need now, check each company out anyway.
  • Dinner plans? If there are some specific friends you want to catch up to at the show, take the time BEFORE you get there to make a plans. Even if you make a reservation or two now and things change, you'll at least have something in place. It's part of the care and feeding of your network!
  • Additional time with instructors? At some point in the conference, based on responses to an attendee survey, many of the speakers will be available in booth 120 on the trade show floor. It's a short window, and don't panic if the schedule changes. However, if there's a speaker you'd like to meet, we'll be doing Q&A sessions in the booth.  
PRO TALK BOOTH SCHEDULE
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  • If you're headed to this new conference, but know somebody still on the fence about attending, take the time to talk them into it. Being part of any new convention, especially when it's loaded with great education, networking opportunities and good vendors/manufacturers is always a benefit to any artist's career growth, and a memory-maker. Use "ccskip" to save $50. Register through my portal below and my 10% speaker commission goes 1/2 to the attendee and the other half to Now I Lay Me Down to Sleep.
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Click for more info

SCU Flashback: Reprinted from the July 19 post:

  • Selecting your classes: Feed the needs of your skillset first. Where do you need the most help in capturing great images? 
  • Get to know the instructors before you get to Chicago. Check out their websites, YouTube for their videos and links like the one I shared earlier in the week with episodes of "Why?" with thirteen of Clickcon's instructors.
  • Growth occurs most, outside your comfort zone! Pick at least one class that's entirely outside what you usually photograph. For example, I've heard young photographers over the years talk about their "photo-journalistic" style when shooting a wedding. Sadly they're entirely unprepared when it comes to shooting a stunning portrait of the bride and groom! They need classes on posing and lighting!
  • Stop apologizing for being a newbie! Years ago we did a program called "GoingPro Bootcamp," and Michele Celentano, one of the finest family portrait artists in the country, was the first speaker. Her opening line was, "Twenty years ago I was right where all of you are now - wondering how long it would be before my work didn't suck!" As people laughed, you could feel the release of tension, and even see people's shoulders relax. We all started somewhere, and the instructors for ClickCon are a fantastic group of seasoned veterans who haven't forgotten their roots.
  • Don't overfill your plate! It's the perfect suggestion for my SCU diner analogy, but here's the point. I know it's the first conference for many of you, but there will be more, and you can only absorb so much information. Don't take on too much. Leave time in your schedule review, relax and network, one of the most important reasons to attend ANY conference.
  • Talk to EVERYBODY! Whether you're new to the profession or a seasoned veteran, take the time to meet every attendee you can. That means sitting down in a class and introducing yourself to the people on either side of you, and here's why - all of you have the same goal - to become better artists and business owners. You all have the same challenges and will experience many of the same frustrations in the years ahead. You're building a network in the same way an NFL scout is trying to build a great team with diverse skils. All of you have something you're good at, and the ability to help another photographer whose strong suit is something you might be weak in. Work to build your team.
  • NEVER EAT ALONE - Breakfast, lunch, and dinner are perfect for meeting and talking with other photographers. 
  • Don't miss the bell! It's great to party, and I remember my days of being young and stupid...and hungover. There's nothing wrong with celebrating the profession with new and old friends in the bar at the end of the day - but don't do it in excess if it means you're not running on all eight cylinders the next morning. You've got too much to lose if you don't get the most out of the conference.
  • Missed getting into a class you wanted? So what. Pick another - there's plenty to choose from.
  • Don't make ClickCon the ONLY conference you attend. Do your best to attend at least two conferences each year - it's how you expand your skills, build your network, and grow.
  • KNOW YOUR GEAR - a lot of you are relatively new to the profession. Don't waste time at the conference reading the instruction manual for your gear. Take time NOW - practice, practice, practice. If you're coming to ClickCon with a camera you barely understand because you only shoot in "P" mode, you'll miss some of the best education in imaging! Understand every button and feature of your camera.
  • Talk to the instructors! I hate seeing newbies intimidated by artists who they feel are too successful. Years ago somebody said to me, "You don't know me because I'm just a little guy..." Look, if it weren't for all you little guys out there, we'd have no industry. And guess what, everybody was a little guy once and this year's instructors are especially invested in education - that's why they're in Chicago. Nobody is on the educational circuit to make their fortune - they're teaching because they love it and that means they're interested in meeting you, talking with you and understanding where you need the most help.
  • Don't be a storm-trooper! When you see an educator you want to meet, if they're already having a conversation with somebody, wait your turn. Be polite and don't interrupt. Or as my friend Levi Sim says, "Act as if your grandmother is watching you."
  • Meet the vendors! ProCam, together with Sherry Hagerman, have done an incredible job pulling this show together, but it doesn't happen without a lot of support from the community. Take the time to meet somebody at every booth. Vendors need to be in your network, and nothing beats a small boutique conference like this for building relationships.
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Fast Food Friday - For Professional Photographers

7/26/2019

1 Comment

 
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© olly
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​This is indeed "fast food" today, but that doesn't make it any less relevant.

I started the series to give you quick ideas on how to fine-tune your business. Some topics have been more complicated than others, but each one has been relevant to some aspect of building your reputation, brand awareness and efficiency.

Today's "blue-plate" special ties to your business, your clients, and for some of you your personal life and other relationships. So many of you have lost the art of communicating. I'm not talking about the talking side of the equation as much as learning to listen. And when I use the word "listen," I'm also talking about paying attention to what you read as well, especially in the volley of comments back and forth in Facebook forums.

Here's the point today - you've got two ears and one mouth, so listen twice as much as you talk. 

Five Tips to Help You Be a Better Communicator

PictureClick to link to Amazon for more info and add it to your own library.
I added this book to my library recently, and while it was published in 2012, there's nothing dated in author Jim Smith's approach. 

One section that caught my eye was about developing your listening skills, and I want to share a few of my favorites, which so many of you ignore:
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  • During conversations, listen for the content, meaning, and feeling in what the other person is saying. Stop interrupting!
  • Listen to understand, help, see, and support, not to comment, disagree, and find fault.
  • Allow moments of silence when the person finishes a thought to allow for further comment from the other person. Don't jump in!
  • Listen for what the other person is not saying.
  • Ask for clarification only when necessary.

They're five simple tips that all fall under the umbrella of learning to shut up. And from my own style and personality, at times I'm guilty of all of them. However, I'm work in progress and honestly trying to raise the bar on my listening skills.

What I find I do too often, along with so many of you, is immediately jump in and start talking. And, while it's not rude, the process absolutely is. Instead of listening to whoever was talking to me, I've tuned them out to formulate my answer the minute they're done.

So, the next time you're having a conversation with somebody, think of those five points above. You might find what I have, in our rush to respond; we've lost a big part of the true art of communicating.

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