by Skip Cohen​

​It's Friday, and that means a new "blue-plate special" from the SCU Diner. Today's lunch special has a little different purpose than many of the past. While it's a tried and true recipe from a couple of past Fast Food Fridays, I've added a few new "sides" to choose from.

Remember why I started this series - to give you more ideas to build a stronger business. As right-brain creative types, you'd much rather be clicking the shutter than checking your earnings. You'd rather be working in post-production on yesterday's shoot than working on your marketing plan for the rest of the year, and forget about thinking about what you want to be doing in 2020! LOL

So, here's what's being served today - with ClickCon coming up in Chicago, August 5-7, I want to give you some new ideas on getting the most out of the conference, and at the same time give you a few repeats from past posts.

The picture I kicked off today's post kind of says it all. So many of you let stress get the best of you before heading off to a conference. 

The idea started after two phone conversations and a barrage of emails and Facebook comments from attendees who were close to hitting the anxiety button because this is their first conference. They're worried about missing something; not getting into a class because it's already full; picking the right instructors, etc. 

Well, what better place than the SCU Diner to serve up the recipe for success at ANY conference you attend?

• 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.

A while back, I wrote about getting the most out of a convention, in fact there are at least three posts over the last few years, but today's is tied more directly to the technique of maximizing your time during a conference. 

Here's the bottom line - have fun! That means work hard and play hard, and while, for some of you, it might be your first conference, it's the start of an incredible series of experiences. ​

​What a kick!

With this being number sixty-four in the Fast Food Friday series, I have to admit; it's finally getting hard to find something to help build your business I haven't already shared.

But, yesterday while fine-tuning one of my upcoming presentations for ClickCon, I hit a topic I've missed, the art of partnerships. I've talked about various aspects of partnerships in the past, but there are so many ways for you to save money; build your expertise; expand your reach and live a better life - all through partnerships.

I started the SCU Diner and Fast Food Friday, to share easy to implement concepts to help you build a stronger business. Just like the fast food we all enjoy - each blue-plate special is meant to have enough "nutritional value" to get you through part of the day...or aspect of your business!

​I hope you'll pay attention to today's, because partnerships can unlock so many doors you may have previously thought were farther down the road in your growth as a business owner.

This is one of those topics that requires no explanation - so, like a cookbook, let's go right to each component!
​

• Direct Mail is as strong as ever, especially when you consider how much email we NEVER read. Snail mail can still get you through the noise and be noticed. I've shared this concept before - design an over-sized postcard and bring in two other partners. For example, a wedding photographer, a florist, and a limo company - each get 1/3 of the card and share the cost for the mailer and postage. A boudoir photographer could partner with a lingerie shop and makeup artist or spa. But here are the real benefits - all three partners get the advantage of each other's reach; each partner becomes an ambassador for all three entities, and your cost is reduced by 1/3 of what it would be if you were a solo act! (Note: Need help designing your mailer? Call Marathon Press!)
• Sharing Gear: I'm not talking about your day-in-day-out camera gear, but the more exotic things you need to grow your business. A large format printer, exotic lens or lighting equipment are all high ticket items - why not split the cost and share the use with a colleague?
• Studio/Office Space: There's nothing wrong with working out of your home. In fact, with fifty percent of professional photographers being part-time, most of them have a home office. However, depending on your goals, especially for a studio, partnerships with other photographers might get you to the space you need much faster. Again, sharing the costs gets you a level of business development that might be years away from you being able to support on your own.
• Exhibit/Gallery Space: My good buddy Kevin A. Gilligan is a member of the South Bay Artists Collective in Hermosa Beach, CA. Twenty different artists share the space, exhibit time and the costs with some incredible benefits: They inspire each other's creativity; they share expenses; they get increased exposure through each other's exhibits; they motivate each other, and they benefit from everyone's network! 
• Community Events: A few years back, I shared a guest post by Bruce Berg, the Lane County Children's Contest. It's been going on for close to forty years with three competing photographers launching a children's photo contest during the first quarter of each year - the slow season! And Bruce was very open about the revenue the contest brought in at a time when most markets experience the slowest income of the year.

The bottom line? Stop thinking you have to do everything alone. Your greatest marketing tool involves relationship building. Strategic partnerships are one of the very best, most efficient, and effective ways for you to grow your business!

I started the series as an easy way 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're all too familiar with, they're just filling enough to get you through the day, but not meant to be your ONLY source of nourishment! LOL

Today's blue-plate special in the SCU diner is "diversity." There's a considerable difference between diversity in your skill set and diversity in your business. You need a diverse skill set in today's market to keep up with trends and technology, but when you become too diverse in the work you show, things don't fit together for your target audience.

Just like the games, we as kids where we picked out what was wrong in the picture; your target audience is faced with the same challenge looking at your website.​​

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

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

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

Here are some easy suggestions:
​

• 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.
• Just because your skill set is diverse doesn't mean you need to show everything you can do on your website. Keep your galleries relatable. For example, under the people umbrella are weddings, maternity, babies, children, family and seniors. They all fit together and are logical spokes off a specific core specialty.
• Fine art and commercial photography have different buyers and will be better served if you either have a completely different site or a landing page sending visitors in two different directions. Personally, I'm a fan of different websites.
• If you insist on showing a different specialty that doesn't seem to fit with your core business, do a tab under "Personal Work" or a facsimile. There's nothing wrong with diversity until it confuses your target audience. You can also use your blog with an occasional post about other types of photography.
• Diversity in capture and post-processing is important to share. My issue is with the specialties you want to represent, not with your technique. Diversity in your technique is essential to show. Including black and white images, special effects, albums with double-page spreads, framing and printing techniques, just to name a few, are all a necessity to share.

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

Shakespeare said it best, "To thine own self be true!" Stay true to your core specialty and become more diverse on your website in logically connected specialties. 

​Each week I like to do an intro to whatever dish is being served as the special for the day in the SCU Diner.

I started the series to help you with things to build a stronger business. Too many of you are sitting on little gold mines if you'd only pay more attention to the marketing and business side of your career path.

A great skill set is a necessity to growth and survival, but equally important is making sure people know who you are; designing effective promotions; paying attention to your pricing, profit and building a strong brand.

At least a year ago I wrote a Fast Food Friday about getting help when you need it, and there's a little of that same "seasoning" in today's blue-plate special. Specifically, I want to talk about a program Marathon Press has in place for Family Marketing. It couldn't be more grass-roots in the approach, but it has so much potential for many of you, and hits on expanding your reach to the right target.

What I love most about this program is Marathon's focus on doing everything for you. As an artist you don't have the time or staff to put together all the aspects necessary for a valid promotion, but Marathon does. They'll help you with design elements, identifying your target audience and all the components for a successful mailing.

And yes, it's old school direct mail, which is also one of the very best ways to get through all the noise and reach "Mom." Remember, women make 98% of the purchase decisions to hire a professional photographer in the portrait/social categories. That's from an old Kodak study over twenty years ago, and I don't believe it's moved even a point!

Their family marketing program is in three parts with an optional fourth:
​

• First Mailing: Many potential clients do not commit to a studio after receiving the first mailing, but the importance of that first mailing is critical. This piece is designed to wow your potential customer by creating an awareness that won't be easily forgotten.
• Second Mailing: Following the first mailing is another stunning piece that clearly explains your offer presented by an interactive gift card and gift card holder. Increase their interest in your studio by giving them something they won't want to throw away.
• Third Mailing: Next up is a reminder that it's time to act now. This card combined with a simple, to-the-point message will express the need to book their family session now.
• Optional Fourth Mailing: Every customer has good intentions, but sometimes life gets busy. For only $.60 per name you can send a "last chance" 9x6 card to remind your potential client that it's time to act now or they'll miss out.

There's also a level of exclusivity build into the program which limits activity to only one studio per marketing area. As a result, ZIP Codes are protected on a first-come, first-serve basis.

Here's the point to think about with anything you're doing to build your brand: Back in my Polaroid days, the analysts used to say you needed to hit a consumer 2 1/2 times before they remembered you. Today that number is 7-12 times. Doing a little research on Google on consumer recall, I came across the Rule of 7.

The Rule of 7 is a marketing principle that states that your prospects need to come across your offer at least seven times before they really notice it and start to take action. Your prospects can be exposed to your offer significantly more than seven times, but they need to see it at least seven times. From Google.

That doesn't mean you have to do seven mailings, but a direct mail campaign combined with a texting program, a well-designed website, publicity and community involvement is going to get your name out there and build awareness.

Marathon is just a phone call away at 800-228-0629 for more information. Just remember, your success and growth isn't based on who you know, but who knows you!

​by Skip Cohen

I'm still going strong on topics for this series! Every time I think I'm out of ideas, somebody asks a question in a Facebook forum, and it sparks a new post. 

Remember, I started this series to plant ideas on things every photographer should be thinking about to build a stronger business. Most of you are right-brain creative types, and you hate thinking about the operational side of the business. Sadly, the things you often ignore are also the things you need to raise the bar from macaroni and cheese every day to taking the family out for a steak dinner!

​Today's post is number sixty-one in the series, and it's a topic, so many of you need to think about - let's help you with your addiction for new gear!

Great gear is always a benefit, but without the skill set, a good camera will NOT make you an impressive artist! But while I'm going to talk about your need for more equipment - I'm more interested in giving you ideas on how to get what you need without screwing up your cash flow!

Stop being a gear hound!
​
If you've followed me for even the shortest amount of time, then you know I always call it like it is. When it comes to gear, a great camera won't make you a great photographer any more than buying a Porsche makes you a race car driver!  That means your skill set has to have priority over everything else. If you don't have the skill set, then you're not going to meet the mindset of each client. Any moron can get their first customer - the challenge is getting them to come back and to insist their friends check you out as well!

Okay - let's get to the point - ideas to help you get the equipment you need to build a stronger business!

Get to know your camera dealer! From cameras to lenses to lighting, the camera dealers are at the hub for all the manufacturers of the products they carry. This is all about "Relationship Building 101," and somebody at your local camera shop needs to be in your network!

Rent it first!  Joe Buissink told a great story about a tilt/shift lens he thought he needed to make his work look different in his early days. Well, he bought it, and it tied up his cash. He barely used it, and eventually sold it for a loss.  

Most of you know the essential gear you've got to have, but you get gear fever and go out and buy. That might be fine for the necessary equipment, but often you're tying up your cash flow and purchasing the more exotic equipment before you've really used it. Most of the retailers have a rental program, and often you can apply the rental cost to the purchase later on. 

Shop for rebates! Don't buy anything these days without at least checking for seasonal rebates and promotions. If you don't immediately see a rebate or promotional program on whatever you're about to buy, start by checking with the manufacturer. Also, pay attention to professional services where a manufacturer might be offering additional discounts to its registered users.

Check out convention specials! A lot of exhibitors offer trade show specials, making it an ideal time to buy gear.  Identify your needs before you hit a convention. I know it's tough, but do your best to stay out of the impulse purchase mode and stay focused on what you need - not want!

Consider used gear! From career direction changes to turning over gear because of new technology there's a lot of previously owned equipment available. It's worth keeping your eye out for some great deals. But, know what you're buying and who you're buying it from! You've also got some great used gear at the dealer level which often comes with a short term service warranty. 

Lease it! On high ticket items, you don't need to always OWN it. Leasing can be incredibly affordable, give you the same tax benefits and allow you to "utilize someone else's assets without depleting yours!" That was the tagline for a leasing program we offered at Hasselblad over twenty years ago! Before you go to any convention, check your credit line for a commercial lease, so you hit the trade show floor knowing what you've got for financing if you need it.

Bring in a partner...or two! On some of the more expensive gear, consider sharing the cost with another photographer! For example, let's assume you want a large format printer. Why not buy it with another photographer or two and all of you share the use. I've written a lot about partnerships, and they apply to everything from gear to studio and office space. Share the cost and reduce the pain!

Know your reps! One of the biggest reasons to attend any convention is to build your network. For every piece of gear you own, you should also have met and talked with the rep at the manufacturer or vendor.

Going back to my Hasselblad days, it wasn't unusual for a photographer to need help on a project or want to try out a specific camera or lens. Each sales managers had a complete sample kit and would often assist photographers in the field. They were especially helpful in those moments where Murphy's Law took over, and somebody had an emergency over a weekend shoot, for example.

Having reliable gear is a necessity, but stay focused on building your skill set first and keep the expense on equipment to smart decisions. 

Years ago Vincent Laforet spoke at Skip's Summer School. He talked about his early days and how often he didn't have the gear he needed. He asked the audience, "Do you know what you do when you don't have a long enough lens?" He answered almost immediately, "You move in closer!" 

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

I started Fast Food Friday with one singular goal - to get all you "right-brain creatives" thinking about what you might be missing in building your business. Most of the Friday "blue plate specials" have been short easy to implement ideas to help you fine-tune your business.

They're meant to hopefully spark an idea or two on things you should be doing better. But today's post is out of the SCU archives, and I try and share it every couple of years because it's one of the best guest posts ever written about closing the sale.

It's from my good buddy Scott Bourne who helped me start SCU, co-authored GoingPro, still one of the very best books about getting started in photography and who's been an inspiration to thousands of us! And while this post was last shared in 2017, you'll find Scott's current work and wisdom on his new site, Picture Methods.

​Think about this - What good is working hard to create the very best images of your life, if you can't lose the sale? It's not rocket science, but it does take practice learning to listen to your clients, read their reactions, and then present ideas/products they want to buy.

You're part of a fantastic industry that can be incredibly rewarding financially as well as emotionally, and Scott's sharing advice so many of you need. Learn to close the sale and start building a more significant customer base and stronger revenue stream.  

"Without customers you don't have a business, you have a hobby!"
Don Peppers and Martha Rogers

by Scott Bourne

My mentor in sales was Zig Ziglar. He had a motto: "ABC" i.e., "Always Be Closing." It's a known fact that the NUMBER one reason people don't get paid, hired, etc., is they either don't know how to close, forget to close or are afraid to close.

Don't let the word "close" scare you. At it's most basic form it just means to ask someone "Will you hire me." Common sense right? But you'd be surprised to learn how many people make sales presentations that do NOT contain a close. It's a losing proposition. 

Remember that good sales skills are as important as a good camera. Sales is not a dirty word. It's how you feed your family. Zig used to say "Nothing happens until somebody sells something." So don't be afraid. Persuading people to do what they already want to do is not sleazy. It's just good business.

While I can't teach you everything I know about closing the deal in a blog post, I can and will give you some starter ideas that might make this easier for you.  The following suggestions assume the following:

• You're talking to a qualified prospect
• You know your business and your craft
• You believe in yourself and your product
• You've made a proper presentation of your offer
• You have dealt with prospect objections(1)

The Assumptive Close

This is a basic technique where you proceed as if you have the business. "So Mrs. Jones shall I put you down for our Gold package?" The assumptive close is the first one you should learn because it can (and often should) be combined with other sales techniques. It asks the basic question that implies or assumes the prospect wants to hire you and it very often is all you need to get hired.

 The Calendar Close

This is another basic technique used to book an appointment. If you are "two-step" selling, meaning you first sell the appointment and THEN the job, you need to know this one. 

Have a diary or a calendar in your hand and ask, "Mrs. Jones would next Wednesday at one or Thursday at two be a good time to meet with my staff to solidify the details?" Show the book to the prospect. Draw their attention to a specific date and time. Keep them engaged. This works.

The Minor Points Close

This is less aggressive than the assumptive close, but will be a good build up to the finale. Start by asking questions like these: "Mrs. Jones of our packages, which appeals to you most; the Gold or the Silver?" or "Do you have a venue picked for the wedding? Good we're very familiar with that church and can make sure your daughter looks her best there because it's got great lighting."

Minor points are a way of walking the prospect toward yes. Which is of course where we want them to go.
 
The Shame Close

This is a delicate close that needs to be practiced, but used well, can be ultra effective. This close requires set up. Using weddings again as an example, you might ask: "Mrs. Jones who is your florist? They are great, but a little on the expensive side. How about your caterer? Again great but not the cheapest. Wouldn't it be a shame to invest all that money in a great cake and a great florist, but have substandard photography to remember the event by?"

This sounds cheesy, but it is important and it works. After all, most of the time, when I was shooting weddings the bride was spending more on the flowers and the catering than they wanted to spend on photography. The flowers end up in the dumpster outside the hotel and catering - well we all know that ends up in the toilet sooner or later. But the photos? They are the lifetime keepsake. We have to build value and this is a great way to do it.

The Hassle Free Close

There are lots of photographers looking for business. If you can make YOUR company just a little bit easier to deal with than the next person, you might just get the business. Hence the hassle free close. There are some setup items with this close too. Make sure you accept EVERY reasonable form of payment. Make sure your business hours are convenient for your prospects - not for you. Make sure you are easy to find and easy to follow up with. But then, move in with the final step: "Mrs. Jones we've talked about the services we offer, you've agreed that you like our work. We've met with your lovely daughter and we fell in love with her. All that's left is to sign the contract and book the date. I've prepared the document here, all you need to do is sign here and arrange payment and we're all set." 

Making this seem like the natural thing to do, i.e. hire a photographer is part of the hassle free close. And you might note that some or all of these could be combined with the first close I mentioned, the Assumptive Close. 

Some of you are reading this and it makes you uncomfortable. To you I say hire someone to do this for you or prepare to starve. Sales are important. Without a sale there is no business; no need for a camera or a studio or anything else. You have to have the tools necessary to do the sales part of the business if you want to succeed. And these closes are simple tools. No different than a flash diffuser or a reflector. They are all intended to make the final result a positive one. 

Don't be ashamed to be a great sales person. If your heart is in the right place you need to know one last thing. Sales isn't something that you do TO someone - it's something that you do FOR someone. 

Now go get the business. Skip and I are rooting for you.

Remember, objections are buying signals and when you start dealing with objections you are already starting the closing process, so be glad if you get an objection. It means the prospect is paying attention and is interested.

Illustration Credit: © Dmitry

​From Arby's, McDonald's, Burger King to Wendy's, Subway and Chick-fil-A, and more, fast food is part of our lives. They represent a quick bite and a no-brainer when you're hungry and don't have time to put effort into a full meal. 

​Well, the "SCU Diner" has been serving up fast easy ideas to help you build a stronger business and make 2019 one of your best years as a photographer. There are so many different challenges to being a small business owner, and this series has grown to be a list of reminders of areas to fine-tune.

Most of them have been relatively specific and related to your website, blog, policies, pricing, customer service, and communication. And, these are just a few of the topics we've covered in fifty-eight previous posts.

Today's "blue-plate special," if we keep playing off of the fast food analogy, is more of a dessert item - so think of it as the giant slice of banana cream pie in that glass case in just about every diner in the United States!

Along with many of you, I'm on LinkedIn. I don't put a lot of effort into it, just enjoy keeping track of a lot of old and new friends and seeing what everybody is up to. Because LinkedIn tracks everything in your profile, whenever an important date comes up, it's broadcasted to your followers. 

This week I started getting "Congratulations" messages from people who follow me. In all honesty, I had no idea why anything came up beyond my birthday. This morning I went into LinkedIn to see what they had me listed as celebrating. I had completely forgotten it's ten years since I started my own company!

I incorporated MEI ten years ago and what a trip it's been. I hesitated about going out on my own for a lot of years prior. When I finally did decide it was time I still had a lot of concerns. I've told the story about Sheila's comment many times. She asked, "What are you afraid of?" My answer was without any hesitation, "Failing!"  

Well, I've learned there's no such thing as failure if you learn from your mistakes. I've learned to delegate, to trust my gut and listen to my heart. I've learned the meaning of great friendships, thanks to some extraordinary people in my life. Most important of all, I've redefined my definition of success - it's about waking up smiling every morning and being excited about an industry that's continually changing! And maybe most important of all is learning to celebrate.

This week I'm celebrating ten years of running my own business; learning from so many of you and understanding we all have the power to do and be anything we want. It's not just the significant milestones we should all celebrate, but the mini-events in business and our lives.

And here's my point - take the time to appreciate those "Holy crap - I did it" moments. Maybe it's a client who just told you they love your work or a convention where you connected with some new friends. There are moments in all our lives we miss. They get buried beneath the day in day out stress or the baggage from past events and relationships. 

Like I wrote at the start of today's post, it's more of a dessert from the SCU Diner than a main course, but it's something each of you has earned. Take the time to celebrate. Take the time to look back at your life a year or two ago and think about how much you've grown!

"The more you celebrate your life, the more there is in life to celebrate."
Orpah Winfrey

​by Skip Cohen

Fast Food Friday is all about fine-tuning your business. I started the series thinking I'd run out of things to talk about in six months, but here I am over a year later with only a couple of missed Fridays. Each weekly suggestion hits a concept to help you build a stronger business, although now and then they also include ideas for a better life as a business owner.

For example, I missed last week's Fast Food Friday because I took my own advice and for the first time in many years, I went pretty much off the grid in New Mexico for ten days. I had a couple of goals, to recharge my battery and get quality time with my wife, Sheila. The only work I did was check email and share some previously prepared posts. I typically worked for just thirty minutes each morning before Sheila woke up, and it was just what I needed. 

It's so crucial for you to recognize your limitations. We're all small business owners, and the stress can often seem non-stop. You've got to recognize the signs when you need a break BEFORE you crash and burn.

Today's "blue-plate" special in the SCU diner is very different from many of my past posts. It's about taking full advantage of technology, consumer trends, and communication. And, while it might seem like it's a long way from recharging your battery, today's topic can help you expand your reach. We're all results oriented, and mobile communication definitely needs to be a part of your arsenal of marketing tools!

​The more successful you are in your marketing efforts, the less stress as a result of maintaining a more even flow in business and revenue.

Over the last couple of months we've shared a lot of great information about the power of texting thanks to PhotoTexting.com. But, there are still so many of you who don't understand all the benefits. So, I thought I'd share how I'm using one of their apps.

Sending the text message I've created to my PhotoTexting.com 800 line you'll get back a short message from me with a link to a mini-mobile brochure I built about SkipCohenUniversity. I've included a couple of SCU highlights, along with my upcoming programs at ClickCon in August. 

​When I speak at ClickCon, I'll be adding the highlights and links from each presentation. This will give attendees the ability to kick back and listen without worrying about taking notes during my presentations. Plus, I can easily give them live links to other material to help them grow a stronger business.

Now, think about your own clients and your target audience. The power of texting is growing at an incredible rate. If you're looking to grow your business and stimulate more sales, it's an incredible way to keep in touch, present new offers, demonstrate customer appreciation, and maintain top-of-mind awareness with your clients.

Remember, 82% of text messages are read within 5 minutes, but consumers only open 1 in 4 emails they receive. And, while I know some of you are skeptical about the concept, done right, this can be an incredible way to keep in touch with your clients and reinforce your very strongest marketing tool, your ability to be a relationship builder.

If you haven't checked it out already, visit the PhotoTexting website with a click on the banner below. It's a great opportunity to learn how to build a stronger marketing presence, build more relationships, and take full advantage of the ever-changing world of communication. And, if you're working to build a stronger reputation within the senior market, you're already working with a target audience well in-tune with the concept of texting!

by Skip Cohen
​
Fast Food Fridays are always about things you can do to fine-tune your marketing and business skills. They're not always short and easy to implement, but they are ALWAYS essential to help you build a stronger business and presence.

I started this series because, except for doctors, photographers are the second worst business group on the planet. Relax, it's not because you don't care, it's because most of you are right-brain creative types. Your passion is in the capture and creation of the image, not in the operational side of running a business.

So, it's been over a year ago, and every time I think I'm out of things to write about, something new comes up. This week I stumbled into a series of my own mistakes in a blog post that could have been easily avoided. Then, I was reading a post from a good friend on Facebook with so many errors it made me look like a Rhodes Scholar!

I had a challenge this week that left me feeling like the old style shot of a kid in a dunce hat in school. Obviously, that doesn't happen anymore, but maybe for a few of us, it should! 

Here's my short backstory: I published a post and then went back over it for the next two days as people found typos I missed. At the same time this was going on, a good friend published a lengthy post on Facebook that had so many mistakes, it was almost unreadable.

I write all day every day. It's my job, so it's even more embarrassing when I make easy to avoid mistakes. However, most of you are NOT writers, so while I've touched on some of this in past posts, it's time to hit the topic again. Here are some things to help you get through the challenges of writing when you'd rather be behind the camera than your computer!

• Use Spellcheck! But, remember, it won't catch everything, especially if you're using the wrong word.
• Grammarly.com - Grammarly often makes us look smarter than we deserve. It corrects punctuation, repeats of the same word, spelling, and suggestions for replacement words. However, just like Spellcheck, it doesn't catch everything. For example, it keeps asking me if I want to change the word "great" to "high." The word "high" in the context I'm typically using the word "great" doesn't apply. So, read each suggested change out loud to see if it makes sense.
• Read everything out loud at least twice. 
• Depending on what you're sharing and how often you're writing, have a friend, family member or associate read what you're about to publish.
• If you hate to write, but you have to write a lot, hire a writer. Relax, I'm not talking about a screenwriter from Hollywood! Visit the high school in your area and speak with an English teacher. You're looking for an "A" student to bring on part-time or pay them per published piece. You might even find the English teach willing to do a little moonlighting for you. This can be especially effective if you're trying to keep your blog filled consistently.
• If you're writing about somebody, make sure you've spelled their name right. One of my issues was messing up the name of a photographer, and once in the document, it populated the wrong spelling throughout. 
• We're all used to the challenges of auto-correct when texting, and that's always forgivable. I'm talking about mistakes in things you're publishing on your website, blog, social media posts, brochures, etc. So many of us are moving so fast, especially when responding to something in social media that our brains write things phonetically and it can be embarrassing. 
• Stay away from writing explosive opinions in battles with trolls on Facebook. It's hard not to make mistakes when there's smoke coming out of your ears, and you're angry. So, if you're attempting to cut somebody down to size at the very least wait 24 hours before publishing. That gives you time to read what you're about to send and things always look different when you've cooled down.

And remember - there are no erasers on the Internet! Never publish anything you don't want the whole world to read!

by Skip Cohen

If we took all the weekly Fast Food Friday specials and put them in a menu format, we'd have more pages than the Cheesecake Factory! And, every week, when I think we're finally out of things to talk about something new comes along worth discussing.

As always, each "blue-plate" special is meant to plant a seed about how to strengthen your business and your brand. We've covered ideas to fine-tune your blog, website, customer relations and the list goes on and on with so many ideas to help you make 2019 one of your best years in business.

Today's post goes in a different direction, but I'm betting it's a topic that sadly too many of you can relate to. Let's get rid of the "Negators" in our life. Just in case you don't understand how I'm using the word, it's my favorite word for all those people who tell us why we can't or shouldn't do something! They seem to live for the opportunity to wait for you to fail so they can proclaim they saw it coming! 

"Don't let the noise of others' opinions drown out your own inner voice!"
Steve Jobs

Photography is an art form and so often misunderstood especially by family members and friends. They don’t understand your passion. They assume you’re going to starve in the process. They may never have seen your work and question whether or not you’re good enough. They don’t understand why you can’t just go out and get a “real job”!  Sound familiar?

Scott Bourne and I, on the old GoingPro podcasts, talked a lot about surrounding yourself with people who have positive attitudes. You need to block out the “Negators.” No, it’s not out of Greek mythology, but it should be. Negators are people who are so unhappy in their own lives; their only joy in life is screwing with yours!

The result is most often serious damage to your self-confidence. So, let’s come up with a few things to help you stay focused, pun intended and give you a little reinforcement. You know how to focus your camera, but do you know how to hold the focus on your career path?
​

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

Thanks to so many of you, what started as a short weekly feature of ideas to help you run a stronger business is now well into its second year. And, every time I think I'm out of ideas to share, a new one comes along.

Remember why I started Fast Food Friday - most of you are right-brain creatives and you don't take the time to pay attention to the operational side of your business. Early "blue-plate specials" at the SCU diner were fundamental building blocks for your business. However, over the last few months, we've shared some ideas that aren't always fast and easy to do, but rewarding, always aimed at helping you build a stronger business.

Today's is a little of both - it's an idea to help you build stronger relationships but at the same time pure fun in the benefit of establishing stronger friendships. 

​In photography, we always talk about how the Internet changed everything, especially the way people share pictures and video. It’s made the world a smaller place for all of us, and we’re able to keep in touch with old and new friends alike.
 
But, today's Fast Food Friday special isn’t as much about the Internet and social media as it is thanks to social media, with some suggestions on how to make your life/business more productive!

Let's start with the backstory: 
 
Every morning I share an inspiring quote usually about business, success, etc. Over a year ago I shared a quote by Shep Hyken a customer service and experience expert, author and speaker. He’s a NY Times best-selling author and one of the leading experts on the importance of customer service.
 
A few minutes later he retweeted my quote, and I was surprised. It’s not very often any of my quotes are noticed by the authors themselves. And here’s where social media stepped aside and opened the door for good old conventional communication.
 
I picked up the phone and called him to say thanks. We probably talked about customer service for half an hour. That led to Shep being a guest with Chamira Young and me on the Mind Your Own Business podcast, and a couple of months later I was a guest on his podcast.

Since then we’ve talked a few times on the phone, shared a little content and yesterday grabbed breakfast together before Sheila, and I hit the airport in St. Louis to return from ShutterFest.
 
And that brings me right to the point of this morning’s post – social media is an incredible tool to communicate, gather information and stay in touch, but it’s also a gateway to something far better. Social media is one dimensional; phone conversations I could argue are two, but meeting somebody you admire and getting time in face to face is three dimensional and a real building block in relationship building.
 
ShutterFest was great, but Sheila and I grabbing a quick breakfast with Shep and Cindy Hyken topped off the trip like a great dessert after a good dinner.
 
I read an anonymous quote about cyberspace recently:
 
                                    There are no strangers here, only friends who haven’t met!
 
Here are a few easy tips to help you expand those cyberspace relationships:

• Develop a short list of people you check in on at least one morning each week. Think of it like working in an office and wandering over to a co-worker to say hello.
• Depending on where they have the most content, check out Facebook, their tweet stream and their blog or website.
• When you find something interesting, share a little feedback.
• As the relationship grows, don't be afraid to pick up the phone! It might seem old-fashioned and time-consuming, but it's still one of the very best ways to keep in contact. And, while I know nobody's interesting it tying up a lot of time in social calls, you don't have to make it a marathon conversation, or for that matter call very often. All you're doing is checking in and seeing if there's anything you can help with.
• Since most of you are photographers, this is where attending every possible convention comes into play. Nothing beats the value of building a stronger network and meeting with "friends" you've never met, face to face.
• Don't be afraid to ask for help when you need it, or support your friends when they need it!

Use your social media reach to build your network and expand your abilities to communicate, but don’t miss the opportunities to connect with people you’ve only met in cyberspace.

Are you interested in the very best customer service blog in business? Check out Shep's blog. It's always packed solid with excellent content to help you raise the bar on your skill set in service. Click on the cartoons below to link to a couple of my favorites from his archives.

You know how to focus your camera, but are you doing everything you can to focus on your business?

This is a very different Fast Food Friday because it includes a guest post from my Dad, loaded with wisdom. I've shared it before, but so many of you are new to the SCU blog, and there's a backstory about my timing to share this with you today. 

With ShutterFest starting next week, over the last two weeks I've had a lot of interaction with many of the attendees. In almost every conversation regardless of whether it was on the phone, texting or through an IM, there's been an undertone of frustration, confusion and a lot of self-doubts. I can't gauge the seriousness in just these short communications, but while the reason for contacting me has been trying to decide what classes to take, for the most part, many photographers seem worried about their speed of success. In so many instances they're looking at everybody around them and feeling like their growth hasn't been as fast. 

Ten years ago Michele Celentano got up in front of a group of new photographers and said, "Twenty years ago I was right where you are - wondering how long it would be before my work didn't suck!" Everyone laughed, relaxed and then she showed some of the worst bridal images I've ever seen, all from her first wedding!

There isn't a respected and successful photographer in this industry who didn't start out at the beginning, with little or no experience. Everyone has had moments of self-doubt, frustration, concern, but the low spots are always followed by growth spurts and a few more rungs up the ladder towards success.

So, with a little help from my Dad today here's what many of you need to think about:
​

• Never compare yourself to anybody but the person looking back at you in the mirror!
• Stay focused on what you need to learn, but pat yourself on the back for how far you've come.
• You've got two ears, two eyes and one mouth, so listen and watch twice as much as you talk.
• Surround yourself with positive people.
• Don't be afraid to ask questions.
• Remember you're not alone - we've ALL had moments of frustration and self-doubt.
• Listen to your heart - it knows the way.
• Success is only 10% ability and 90% passion and motivation.
• Listen to my Dad! - stay focused on your goals and don't worry about everybody else.

"Focus on what you want to become, NOT where you are today."
Unknown author

​Today's post makes fifty-three in the Fast Food Friday series and what a series it's become. Every day it seems there's another new challenge to write about, not to fill up space, but to get you thinking about things you could be doing differently to help build a stronger business.  After all, that's what Fast Food Friday posts are all about - ideas to help make 2019 one of your very best years in business!

So many of you are right-brain creatives - you're artists with the drive to create, not run a business. At the same time, you know you need to pay more attention to the business, but technology and your creative genes keep pulling you away from the operational details. 

Well, today's post is going to hit both your creative genes and your too often dormant business/operational genes, and it's all thanks to so many questions I got this past week regarding my upcoming ShutterFest programs.

​The challenge has been photographers trying to decide what classes to sign up for during the two-day conference. ShutterFest has one of the most extensive and diverse program lineups in the industry, and so many attendees go into analysis paralysis when it comes time to make a choice on classes.

​Registration for ShutterFest has been open for months. However, the majority of attendees decided to attend months ago. At that point, everyone should have been thinking about where they need the most help in their skill set, marketing, workflow, etc.

The other night I got an IM from a photographer who wanted my opinion, "Should I take your class or ______?" As much as I understood her frustration at trying to decide, it's just not a question I could answer. Why not? Because, while I know from experience how good my programs are, I don't know her background, her skill set, how long she's been in business, the market she's in or what her weaknesses are?

All of you know what you do well. We all love the aspects of this business we do best. It's our comfort zone. When going to conventions, we naturally migrate to presentations about topics we know well. Rather than step outside our comfort zone, we take classes in areas we already know, looking for something we might have missed along the way.

Well, my headline says it all - you're only going to grow if you push yourself and step outside your comfort zone. You can't grow as an artist if you keep fine-tuning the same old skills. Here are a couple of easy examples:

The request I had the other night was from an artist trying to decide on my class which is ALL business and marketing versus a hands-on shooting class. Obviously the hands-on is going to be more fun, outside and with a group of photographers. My program is inside, a lecture and even though I pride myself on my presentation style and how painless I make the topic of building brand awareness, it's still a business program and outside the comfort zone for so many photographers.  But...what good is creating the most magnificent images of your life if nobody knows who you are? What good are stunning images if you can't earn a decent living?

Here's one more example, so many wedding photographers need to take a course in macro photography. But, put the topic on the agenda at any photography convention, and you'll only see serious hobbyists or outdoor/wildlife photographers. Yet, having a better understanding of great macro work will help with all the details shots in a wedding album especially ring and hand shots, which are vital elements to tell the story.

You've got three quarters of the year ahead of you with so many educational opportunities for classes, videos, and posts online along with other conventions/conferences. At each one look for those programs that will help you where you need it the most. Step outside your comfort zone; expand your skill set with and without a camera in your hand and build a segment of your network with people having different skill sets from your own.

And to answer my earlier question, of what do you call the ability to create stunning images if you can't earn a decent living?   A HOBBY!

It's hard to believe we've been able to share a new Fast Food Friday almost every week since last February! And, while it started as a way to share quick ideas to help you raise the bar on your business, today's blue-plate special is a lot more than just "fast food."
 
Today is a full entree, but it's also an opportunity for you to change one aspect of your business - how you communicate with your customers.

Just like the Internet changed the way we share photographs, our phones have changed the way we communicate. We're all texting more and more. I'm using text messaging all the time. From our local CVS Pharmacy to dinner reservations to updated airline information when we're traveling, texting is fast becoming one of my most efficient methods of communication.
 
Why? Because it's fast, and when done right I have instant fulfillment to my questions, along with a visual copy to refer to later on if needed. 

Texting is here to stay, but sadly, so few of you understand the benefits and the many things you can do to engage customers faster, improve customer service and establish an ongoing system for demonstrating customer appreciation.

In the last few weeks I've been introducing you to Phototexting.com, a new SCU partner.  I'm excited about what they offer and in fact, I'm using one of their applications myself when teaching/speaking. While they're an incredible developer of marketing apps for photographers, they're really a communications company and they're changing the lives of business owners every day.

I "borrowed" the five points below from their website introduction to share in today's Fast Food Friday, the top five things that stop potential paying clients from contacting your business. 

1. Today's consumers do not like email and will avoid filling out forms. Solution: Potential customers may not be ready to engage in a personal call with you, but they will text you. The option to text your business phone number is faster, easier, and preferred by consumers. Texting starts more conversations, more conversations means more bookings.

2. Consumers want answers to their questions NOW. Solution: Answering inquiries instantly is expected and offers great customer service. With PHOTOtexting Text Chat, you are notified instantly that you have a business text and you can respond immediately from your phone, from anywhere.

3. Consumers dislike waiting for additional company information they're promised. Solution: When a lead is asking for more information about your pricing or services, they are close to making a buying decision. PHOTOtexting provides you unlimited smart apps of all your services that you can instantly send to their phone.

4. Consumers appreciate follow up and will respond. Solution: Once a consumer contacts you, they are automatically added to your company mobile list. This makes it easy to send automated alerts and promotions to consumers, keeping them updated and engaged with your company.

5. Consumers want a deal. Solution: Let's face it, everybody wants a deal. A simple added value can move a potential customer closer to booking your business. Need a spike in your business? Send out a text blast alert or promotion to all of your leads with one touch.
 
I know there are plenty of skeptics out there, but here's a statistic I shared in a post a few weeks ago: 82% of text messages are read within 5 minutes, but consumers only open 1 in 4 emails they receive. 
 
​Check out everything PHOTOtexting has to offer. There are so many different applications and ways for you to build stronger brand awareness, increase sales and expand your reach.

​Check out four of my favorite ways to use PhotoTexting.com and test drive the process yourself with a text to the number below.

​When I started this series, it was all about short easy things photographers could do immediately to build a stronger business. Over the last year, it's grown into a lot more and has included some long-range planning along with the "low-hanging fruit" originally in my plan.

Today's blue-plate special from the SCU Diner is a little of both. Remember, most of you are right-brain creative types. You pay attention to the operational side of your business when forced, but overall you'd love to be out capturing images all day and once a week turn everything over to an assistant to handle! Sound familiar?

Well, whether you're right brain dominant or left, today's special is all about asking for help. I used to think it was more of a guy thing, like jokes about asking for directions, but it's an issue with too many of you, and gender has nothing to do with asking for help.

Before I can share a lengthy list of places you can find help in photography, it's important to recognize asking for help isn't a sign of weakness. Here's a great example:

Years ago my father was doing his best to take care of my mother who was fighting Alzheimer's. He developed some severe anger issues, and his doctor suggested a support group. At first, he wasn't interested, but he and I turned it into a weekly event and the more we went, the more Dad opened up and shared his pain. The Caregiver Resource Center with the Friendship Centers here in Sarasota changed our lives. More importantly, Dad changed his style of dealing with some of his pain. Keeping things to yourself and not sharing your problems was a trademark of his generation, but the support group helped him understand he wasn't alone and it was okay to ask for help.

So, let's kill the myth right now that needing help and asking for it, is a sign of weakness. It's not, but instead an example of strength and the passion for growing your business and skill set!

"Be strong enough to stand along,
smart enough to know when you need help,
and brave enough to ask for it."
Anon

​Almost a year ago I shared a Fast Food Friday post about asking for help. While I covered a little of what I'm sharing today, no one post can cover everything. In my previous post on the topic I talked about the various associations and guilds you need to be a part of. I also covered a little about blogs and conventions, but we're at the end of the first quarter of the year, the "slow season."  NOW is the time, if you need help, to ask for it or search out the answers before business for 2019 starts to ramp up.
​

• Your Network: Building a strong network never slows down and it's one of the main reasons to attend every possible workshop and convention. Think of your network as a target with each ring being a different level of trust and expertise. At the center are those 1-2 people you trust the most. As you move out the expertise in each ring changes, but each person is a resource depending on your needs.
• Conventions, Workshops, and Conferences: Every event gives you a chance to find help both as an observer and a student in the various classes. For example, ShutterFest is right around the corner and a terrific boutique conference giving you a chance to learn something new. At the risk of looking like I'm doing an infomercial, click on the banner below for more information because it's the next show coming up. If you need help in virtually any direction in your business, the timing is perfect because it's April 23-24.

• YouTube: At least once a day you should wander into YouTube and hit the search button with the name of an artist you respect, a manufacturer whose gear you use or a topic. You'll be amazed at what comes up. For example, just in the Tamron channel alone, there are 189 videos; there are 139 in the LUMIX camera channel; Suzette Allen has close to 400; Behind the Shutter has 890; the SLR Lounge is over a thousand, and the list goes on and on! From webinars to short "how-to" pieces YouTube is loaded with content to help you raise the bar.
• Your Favorite Blogs and Websites: The list is endless with great articles, videos, podcasts, webinars, and interactive features. Photofocus is one of the largest, along with SLRLounge, and a long list of associates. Check out Sue Bryce education for an extensive variety of support. Obviously, if you're reading today's post, you've found the SCU blog, but check out the blogs by so many of your favorite photographers, educators, and vendors! I share content from a dozen different photographers every Monday and Wednesday on the Marathon Blog, and my partner at SCU, Chamira Young shares a lot of great content and podcasts on ProPhotographer Journey. And outside the industry, but completely focused on Customer Service is Shep Hyken's blog, always helping you with ideas on how to build stronger relationships with your target audience.
• Podcasts have become one of my favorite ways to learn because they can run in the background while I'm doing something else. And they're all over the place with good ones and bad - it's personal taste combined with your needs. Again, it's about recognizing you need help and finding a location for the inspiration.
• For Your Spirit: Reading is NOT obsolete. For me, my day regularly starts with Melody Beattie. There's no need to be embarrassed over needing a little spiritual help now and then. You need to feed your soul the same way you do your stomach every morning!
• Your Accountant: I've read so much bad advice shared with good intentions from photographers who think they've discovered a key to financial success and start advising their friends. You need to touch base with your accountant more than once a year to do your taxes. Get help at the end of each quarter, so you're not surprised when Uncle Sam is due to get paid.
• Facebook Forums: While help is all over the place, you need to be careful. Remember there are no erasers on the Internet, and too often participants get caught in discussions that create stress rather than help solve challenges. Nevertheless, there are some outstanding forums giving you a chance to ask for help when you need it. For example Michele Celentano and Gary Box are both sharing content all the time to help you improve your skills. And specializing in boudoir Jen Rozenbaum is like the energizer rabbit with new content!

Whether in person, via phone or email, there are so many of us here to help, but we can't help if we don't know what you're dealing with and what your needs are. The bottom line is we're an industry historically known for helping each other. We watch each other's backs, and while now and then a troll rears it's ugly head, overall, as sappy as it sounds, we're a family.

Stop thinking you're alone in the frustrations of being an artist and small business owner. Ask for help when you need it. And as for me, I can't help you much with your technique, but I'm sure available to help with business and marketing questions. Even better, if I don't know the answer, there's somebody in my network who does.

​​It's been just over a year since starting Fast Food Friday. Every time I think I'm out of things to write about something else comes along. While this might seem relatively minor to some of you, I'm floored by how bad many of you handle phone calls, both making them and receiving them.

Remember, this series is all about ideas to help you build a stronger brand and business, and under the umbrella of Customer Service is good old phone etiquette.  That makes today's blue-plate special so crucial to contributing to your reputation.  And, it takes so little to create a phone-style that's warm, inviting and encouraging to your clients. 

I love searching for statistics on topics I write about, but when it comes to asking Google how many households have phone service the number is off the charts. If you look at my own home, there are five lines...my cell, Sheila's, my office landline, our home line, and my 800 text line. And, while I'm getting to be a dinosaur with two landlines, the cost is next to nothing, because it's part of my service for Internet and TV and I NEVER lose a call or message.

The secret of success is to treat all customers like your world revolves around them.
Unknown Author

How you handle yourself over the phone is at the top of the list of critical marketing tools. At a time when email and texting communications drive the world, a live call is still at the top of relationship building techniques in business!

There was a time when "Ma Bell" used to do classes for business clients on phone etiquette. I remember being sent to a workshop in my Customer Service days at Polaroid and thinking how stupid it was to suggest I didn't have the skill set to answer the phone. But it wasn't about answering the phone; it was how to use the phone as a customer service tool.

As I look back on it today, it was really about how to have a conversation - so, the same way you carry yourself with somebody face to face, is a foundation for how you communicate on the phone. This is just as much about Customer Service as it is verbal communication.

​Recently I had a challenge with American Express regarding an offer for a benefit I thought I already had. It took me three transfers before I got the right department and an expert capable of answering my question. Plus, my call was answered offshore and only one of the four people I spoke with actually sounded sincere when empathizing with my complaint. By that time I got to the last person, I was so tired of being handed off, I was rude, and it really wasn't the fault of the rep, but the Amex system.

It's the "slow season" and the perfect time to take on a few projects to strengthen your business. 
 

• How's your overall system of communicating with your clients? Don't rely on just a contact form for them to fill out on your website and then click "Send."  If a client is excited about your work, they want to talk to you, NOT fill out a form.  
• Answer the call quickly and if they leave a voicemail, return the call as fast as possible. When they do call, make sure your system is working right, so you get the call or at least the message quickly. Make sure you call them back promptly because if you don't, one of your competitors will. And, it's only human nature to think something negative when you don't get a timely response.
• Pay attention! Don't take or make calls when you're in the middle of chaos. We all multi-task, but the key to a great phone conversation is being dedicated to listening more than talking.  If you're in the middle of other things and can't give the person on the other end of the line dedicated time then wait until you can.
• No matter what bizarre things are going on in your day, smile when you're talking to people on the phone. This is all about being cheerful and having a great attitude. You can tell when somebody is smiling on the other end of the line. Getting a phone call from a client is an opportunity for you to show your personality.
• Use your phone to play offense! With so many changes in the way we communicate today, it's becoming a lost art for people to use their phone for a conversation. When it comes to relationship building, talking directly to somebody is second only to a conversation face to face.
• Be proactive! Look over your database of clients and use the phone to keep in touch with those people most special to you. I'm a huge fan of texting, social media with Facebook and email, but calling somebody you know and have worked with is still at the top of the charts, and you don't have to be intrusive. The other day I was on an IM with a good friend, and after typing a few lines, I just picked up the phone and called him...my opening line was, "It's great to catch up to you on Facebook, but we've been friends too long for an IM...how are you?" We were both busy, and it wasn't a long call, but so great to actually talk to him rather than type!
• It's about what you say and how to say it. I wrote about this in a previous Fast Food Friday, but when you have an upset customer the best way to diffuse the situation is with a call that starts with, "I understand you're not happy with our service. Well, the buck stops here. What can I do to help?" You'll be amazed at the initial change in attitude just because you've established you're there to listen, help and resolve the challenge.
• If you have staff answering calls, give them the authority to make decisions. Most of you are small businesses and don't have the luxury of a large staff but you may have 1-2 people who handle Customer Service. Train them and give them the authority to make decisions and be problem-solvers. It's great when there's a challenge to handle it quickly, rather than return calls and add time to the resolution process.

"The greatest technology in the world hasn't replaced the ultimate relationship building tool
between a customer and a business...the human touch!"
Shep Hyken

​Fast Food Fridays are all about ideas to help you build a stronger more effective business model and often increase brand awareness. I started the series because so many of you are right-brained creative types with little interest in the operational side of your business.  Plus, because you're business owners and struggling to find balance in your life between all the different hats you wear, Fast Food Friday posts hopefully help you focus on various aspects of your life other than your subjects. There is no auto-focus button when it comes to life.

Last week I wrote about the importance of getting back to basics, your skill set. The greatest marketing programs in the world won't make up for poor quality images that NEVER meet your clients' expectations, let alone exceed them!

I want to stay on a similar theme. Today's "blue-plate" special is about ways recharging your battery! It's a key ingredient in everybody's fight to find balance and stay focused on your priorities. And, the only key ingredients are time and the discipline to recognize when you need a break.

 Recently I noticed a little burn-out syndrome starting to creep into my life. I think it began with the grief of losing Molly the Wonder Dog, but it continued with some long flights on our WPPI trip, followed by not getting enough sleep and allergy season kicking in here in south Florida. Put all of that together, and you've got the perfect ingredients for a little apathy and a lack of enthusiasm and at times, even creativity.

Too often we deny our lack of energy. For me, I was going through all the motions and getting everything I needed to do done, but there was no sizzle. Life was like a can of soda left open overnight - it had color, flavor but no fizz! Well, you need fizz!

Here's how I snapped out of it, and it's hardly rocket science!​

The first step is to recognize there's a change going on. I realized l was slowing down in my passion for the craft. I was going through all the motions but wasn't having fun. "Fun" is one of the most important words in business today and it's often lost underneath all the baggage that stress drops on your doorstep.

Second, is taking the time to do something to change what you're going through. Again, it's hardly scientific but does require a plan of attack. For me, it's often as simple as just unplugging and staying out of my office, off email, and removing myself from the work environment. I needed to go off-the-grid for a day or two. If something urgent had come up, I was available, but overall I needed to change my environment.

Third - do something you love. Often snapping back to your passionate self is as easy as going out and shooting for an afternoon on your own. Other times it takes good friends, people in your network who know you, understand what drives your passion and are just fun to be with.

For me this week it was both. I needed to grab a camera and change my environment, and Suzette Allen and Jonny Yoshinaga were here for a couple of days of their vacation. We rented a boat and headed out on the inland waterway with a ton of Panasonic LUMIX gear.

Everyone's needs are different when it comes to getting out of a rut, but the key starts with recognizing you're in one. I've shared this thought so many times in the past, but you can't create images that tug at people's heart-strings if your own heart isn't in it. And, it's okay when that happens - as a small business owner and artist you're dealing with a lot of variables, and many of them outside of your control. So, learn to recognize when you need to take a break and then follow-through with recharging your battery.

On the airlines in the safety pitch before every flight they always tell us, ..." in the unlikely event of a change in cabin pressure, put your mask on first before you help others." Well, it's no different in business, and you've got to take care of yourself before you can effectively get back to helping your clients and associates.

Most important of all remember one of my favorite quotes:

                                                            "It's just a bad day - not a bad life!"
                                                                             Unknown Author

Just over a year ago I started this series. At the time I thought I'd go about 15-20 topics and then move on to something else, but the more I shared, the more I realized the concepts to help you build a stronger business are almost endless. 

Fast Food Fridays, are most often short posts to help you focus, pun intended, on more than just your subjects. Most of you are right-brain creative types, and you hate the business side of photography. You want to capture, create and process and then move on to the next client or project.  Well, today's Fast Food Friday while it might be relatively short, is long on work - it's about building your skill set.

Today I'm hitting on the basics, which should have been the very first Fast Food Friday on the menu in the SCU Diner! There are no shortcuts to becoming a great artist. While anybody can get their first client, it's all the others that build a business. Even great marketing and being fun to work with won't do a thing for a new artist if the skill set isn't up to par. You've got have the ability to capture beautiful photographs that keep your clients coming back for more and build trust in your skills as an artist.

After forty-seven previous posts on the topic of building a stronger business in photography, I'm embarrassed to take you back to what should have been the very beginning, and your very first step in becoming a professional - YOU HAVE TO UNDERSTAND PHOTOGRAPHY!

And I'm betting at least half of you who are rolling your eyes right now are guilty of NOT understanding enough about the craft itself. Anybody can grab a shot with a digital camera today. What makes you a pro is understanding how to get the best image, right out of the can, along with what to do when things don't go as planned.

I fell in love with scuba diving in the early '90s. The trick to being a good diver isn't knowing how to dive. Diving itself is easy. The challenge is what to do when something goes wrong. You have to learn to think, not to panic, utilize backup gear and stay close to your buddy.

Being a professional photographer is no different. You need to know what to do when a camera doesn't work. You need to understand lighting and know what to do when a flash misfires. You need to have a network, just like a buddy on a dive trip, to help if your gear's stolen, you drop a lens or an unforeseen event keeps you "on the bench."

Most important of all, again like diving, you need to be efficient. On my very first dive after getting certified, I used up all my air chasing an angelfish for a photograph. In the process, my tank went dry, but my buddy was close by, and I came up on his second regulator. Hey, it was stupid, and I was a rookie - but I never did that again!

Well, new photographers are no different. I’m so tired of hearing young photographers say, “No problem. I’ll fix it in Photoshop later!” You’re kidding yourself, and even worse you’re losing credibility with potential clients! You need to understand the basics, exposure, composition, output and then you can fool around with Photoshop. 

Shooting mediocre images and thinking you'll clean them up later is the equivalent of me sucking down air and being an inefficient diver.  If you’re spending time cleaning up images, you’re losing valuable time you should be marketing yourself. 

Being a successful photographer is all about building relationships and trust with your clients. If you don’t win them over by exceeding their expectations, you’ll never grow your business. They need to see images better than “Uncle Harry’s.”

One easy test: Look at your most recent images. Were they outstanding? Would you hire yourself? If you saw some of your photographs in a gallery would you look at the price tag and consider buying a print or move on to another artist?

And even though today's blue plate special should have been on the menu a year ago, offering it today makes another great point. Technology is continually changing, and today you've got the most number of creative tools in the almost 200-year history of photography. So, staying on top of trends and new techniques is an ongoing process, and continuing education never slows down - so, even if you thought your skill set was perfect a year ago, the game changes every day. You know how to focus on your subjects, but how current are you on your skills?
 
There are no shortcuts to being a success as a photographer. You need to always keep in mind the importance of understand all the basics. Make sure your foundation as an accomplished artist is strong enough so you can thrive, not just survive!

​When I started this series I anticipated doing a dozen or so posts and running out of steam, but this is the 47th installment, and I've still got a list of more to go.  I've shared my goal with each new post presented... Most of you are working or aspiring professional photographers. As a result, you're more than likely right brain creative types, and you hate the operational side of the business. 

Fast Food Friday is all about planting seeds of ideas to help you grow a stronger business, brand, and presence as a photographer. Each "blue plate special," is meant to be comfort food to help you beat the patterns of procrastination, so many of you seem determined to continue.

Today's special is about establishing a routine to kick off each day. This is a challenging business because of several variables, all of them pretty much outside your control. You've got to keep up with technology; pay attention to trends in marketing and consumer needs; you've got to stay in touch with an entire industry; provide customer service to your client base; and all while maintaining a balance of being a spouse, parent, sibling or friend, and let's not forget your own well-being.

I want to suggest a start-up routine for you each day, with a few solid reminders from other resources, all tried and true ingredients to help you build a better business model, get a little more organized, and maybe have a little more fun. 

Up until starting my own company in 2009, I had spent my entire career working for other companies. While I was concerned I wouldn't have the discipline with a home office and being on my own; I quickly learned that wasn't the challenge.  The problem was being too disciplined and unable to pull away from the business!

• Email: I typically jump into my email first thing, just to see if there's anything urgent that needs to be addressed. Usually, it's just a scan to know what's coming up for the day. Then I check my calendar on appointments, scheduled calls, etc.
• "Feed your head:" I'm dating myself, but it's still some of the best lyrics from Jefferson Airplane! I start each day reading or watching something that's motivational.  For reading I love some of Melody Beattie's books; putting in a quote search on Google like, "Quotes about success," gives me a long list of inspirational thoughts, and the TED Talks Channel on YouTube is jam-packed with inspiration. 

Here's an example of pure inspiration from a favorite TED Talk I shared five years ago in a post. It's 24 minutes long, so get a cup of coffee and just trust me! 

• Exercise: In June of 2017 Sheila and I started walking every morning, and we've only missed a handful of days since. While the primary motivation was to get in better shape, it also gives us a chance to connect before both our days get too busy. Here's a link to a great article from the American Heart Association on exercise.
• Stay hydrated:  There's ALWAYS water in my office. Sadly it took me years to get in the habit. Here's an article that might help you gauge if you're drinking enough.
• Facebook and Twitter: Time for social media, but with a few suggestions and reminders:

                 - Stop getting sucked into battles with your peers in the various forums.
                 - Remember there are no erasers on the Internet.
                 - Don't write anything you wouldn't want a client to read.
                 - Use Facebook as a tool to build relationships - for example, track client birthdays and anniversaries.

• Breakfast: It's the most important meal of the day, but it's also the perfect time to step away from business and get in a little more quality time with Sheila. By this point it's typically around 9:30 - 10:00 am
• Time for the Blog: My business profile is very different from yours, but it's about this time that I focus on my blog. My business model has me posting every morning, but I always have a stash in the pipeline of content, but you're my audience. However, for most of you, your readership should be your target audience of clients, and you need to post a minimum of twice a day and be consistent!

Everyone's business is somewhat unique, and you have to do what works best for you. The rest of my day is spent developing content; catching up on reading what's going on in the industry and two tools I couldn't live without - my whiteboard and the phone. I'm a visual guy and hate reminders in my computer or cell phone - so my whiteboard helps me track things I need to do, and it's always in front of me, being updated all day long. The phone is also important and has become my signature - nothing beats catching up to good friends via a phone call.

Two last suggestions - our kitchen is a no-phone zone, and while I'd love to take credit for it, it's thanks to Michele Celentano. The kitchen is about our time together, and we work hard at keeping phone business out!

Last on the list - pick a time to shut down! I mentioned being worried about being disciplined enough with a home office. Well, it became just the opposite. Starting my own business, I couldn't step away from it. I'd wander into my office for a quick check before going to bed and come out an hour later, never realizing how long I'd been on the computer. "Just a minute," was soon defined as an hour or more and it was a strain on my relationship with Sheila. My advice is to pick a time and then cut things off. There will be exceptions now and then, but this isn't just about building your business but your quality of life.

Just remember, procrastination isn't part of your skill set. All of you pay attention to your workflow, especially with post-processing and backing up your files, etc. All I'm suggesting is that it's time to focus on your life-flow and take care of business at the same time you take care of yourself!

The Fast Food Friday series was started to give you short easy to implement ideas to help make your business as a photographer and artist stronger. Over the past year we've covered 45 different topics, each one hopefully giving you ideas to help you balance your right brain creativity with some good solid left brain business support.

Today's Fast Food Friday might seem like it's only relevant to those of you attending WPPI this month. However, read over my list of twenty-five points, because most of them apply to just about any convention you'll ever attend.

There are few things better than a great convention to help you recharge your battery. Sadly, so often too many of you head off to a conference spending virtually no time planning the trip.  

Over the years I've written several posts and a couple of magazine articles on how to get the most out of a trade show. WPPI is coming up in less than two weeks, and it's time to bring back the ever-growing list of tips to maximize the trip!

​So, let's go over the plan for Vegas!

In scuba-diving there's an expression, "Plan your dive - dive your plan!" You've got limited air; limited time, and it's important always to have a buddy. Well, a convention is no different. You've got to plan your trip, make the most of every minute at the event and come home with ideas to improve your skill set and build a stronger business.
​ 

1.  Why are you going to WPPI? It might sound like a stupid question, but some of you go to party, others to buy and more of you to learn and network. Figure out what the most important thing is you want to get out of the show before you get there.
2. Check the weather forecast for Vegas! It's pretty obvious we've aggravated Mother Nature this year around the country. Over the years at WPPI there have been times when we had lunch outside by the pool and others when we had snowball fights. You're going to be out in the evening, so pack accordingly. I know this seems so basic, but I'm amazed how many people never check a couple days before.
3. What companies do you need to visit? Take a few minutes and look around your office, studio or the trunk of your car. Isolate every product you use as a photographer, and put the manufacturer on a list. Now, look at every company whose services you use. Your lab, frame company, web design, album company, etc. should all be on the list. Your first goal BEFORE you get to the show is to isolate every company that's involved in your business.
4. New products and companies: Last on the list, are there products you need for your business or new services you require? One year at WPPI forty-five album companies were exhibiting and probably twenty-five to thirty labs. If you're looking for new companies and products, this is the time to go exploring. For example, you've read posts about Marathon's Bella Art Prints here on the SCU blog. Make it a point to stop by Marathon, booth 135 and check out their complete product line and the services they offer.
5. Visit the WPPI website: Find out BEFORE you get there, who's exhibiting from your vendor/supplier lists. Your goal is to meet at least one staff member at every company on the list. This is a critical component to building an effective network. Here's the link.
6. Check out print competition: Arrive early enough to attend print judging. It's one of the most valuable educational experiences you can have. Pick any judging room and go in and sit down for an hour at least. Listen to the comments from the judges and think about your own work.
7. Walk through the print exhibit. This is a terrific time to get a feel for the trends in imaging because you'll see just about everything in the images submitted for competition.
8. Walk the trade show, aisle by aisle! One of the best things about any convention is finding out about companies you may not have worked with before! Start in one corner of the show and work your way through EVERY company exhibiting, even if they're showing products you don't use.
9. Wear comfortable shoes! Mandalay Bay is enormous, and you're going to be on your feet all day. 
10. Bring business cards and some images. I've always liked being shown a 5x7 or 6x9 collage of a few images on a postcard, with the photographer's address and contact information. Unless you've made an appointment in advance, most exhibitors won't take the time to look at a portfolio, or a laptop chocked full of images. However, leaving a card stock piece or brochure with a vendor and contacting them after the show can have a lot of impact.
11. Make plans for breakfast and dinner meetings NOW. Reservations don't come easy in Las Vegas anymore, and if you're going to be headed out for dinner, it helps to know where and when you're going. Think about making a couple of reservations in advance, even if you don't know who you'll be having dinner with!
12. Update your phone book! Make sure you have the cell numbers for friends and associates you want to catch up to. There are few things as frustrating as wanting to meet somebody is at a convention, but you've got no way to contact them.
13. Put the "social" into social media. So many of you have friends you talk to all the time online, but have never physically met. You hang out in various Facebook forums with them and share a lot of great discussions about photography. Check to see who's going to be at WPPI and set up time to get together. It's a lot of fun to physically meet people who you've talked to regularly, but only in cyberspace!
14. Lunch is tough to do at WPPI because everyone hits the food court at the same time, along with the restaurants. That doesn't have to be bad, just plan who you're having lunch with and how much time you need.  
15. Come talk to me! Look, I wanted to make this the first point in this post, but it was going to look too self-serving...as if boldfaced in red isn't just as bad! LOL I'm doing two short marketing programs at Panasonic, booth 934.  I'm speaking at noon on Wednesday and 3:00 pm on Thursday.  The first program is about "low-hanging fruit" and things that are easy to do to make the year ahead stronger, and the second is fifteen tips for a better blog! And, I'm going to be sharing parts of my presentation thanks to PhotoTexting.com - one text message to my special education hotline after each program and you'll have the tips from my presentation in an immediate text!
16. Check out special programming going on in the various booths. For example, Panasonic (934) is launching the new S1 series camera at WPPI, and there are 24 different programs going on over the three days, in addition to my marketing/business programs. And, Tamron USA, booth 335, will have their speaker schedule posted as well. Here's your chance to meet some of the finest photographers in the industry!
17. You snooze you lose! Look I was young and stupid once too, and there are few things as fun as going out with friends and bar-hopping in Las Vegas. However, you're at the show for a reason and if you need to sleep in late the following morning, your evening out with friends might become the most expensive investment you make in the show if you miss appointments or presentations you had planned to attend.
18. "Growth only happens outside your comfort zone!" Look over the programming — plan which speakers you want to hear in advance. Plus, always pick at least 1-2 programs entirely out of your comfort zone. 
19. Bring a camera...a real camera. Phones are fine, but you want to get some images you might want to use later on for press releases, your blog, Facebook, etc. You don't need your regular gear, but a decent camera will always produce better images than your cell phone. Look for opportunities for pictures with vendors and those speakers you admire.
20. Call your insurance agent! If you're taking any serious camera gear with you, check to make sure you're adequately insured. I remember one year a woman leaving all her camera gear in her room, but not checking to make sure the door closed completely when she went out for dinner. Everything was gone when she got back and she was NOT covered by her insurance. Another photographer had two lenses lifted out of his camera bag while he was listening to a presentation.
21. Publish a couple of press releases! Let's talk about those pictures you're taking while at the show - use them for your own publicity campaign. For example, let's assume you want to expand your business and you're attending a few programs outside your comfort zone. Get a photograph with you and the speaker and then write a short post about expanding your business into that new area of expertise. The same goes for any new equipment you might be looking at and buying at the show. A large format printer, for example, would be a great topic for expanding your services to the community. In the same respect, working with a new lab would give you access to new products to talk about.
22. Utilize their assets without depleting yours! Get yourself approved with a leasing or credit line before you leave for Vegas. If you're going there to shop for new gear, it's so much easier when you know what you can afford before you hit the convention floor.
23. Talk to the people around you when you attend any program. A photography convention like this is unique because you're all there for the same reasons. Make it a point to get to know the people sitting on either side of you. It's amazing what you can learn by just talking to each other.
24. Talk to the icons! I'm always amazed by how many of you are intimidated by your favorite photographers. The truth is they're there to teach and meet other photographers interested in their work. Just walk up and introduce yourself and thank them for whatever inspiration they've given you. They don't bite!
25. Analysis Paralysis: Take time at the end of each day, before your head hits the pillow to do a quick overview of who you saw, what you learned and what companies you an scratch of your list. If you wait until you get home after the convention it will be too late!

The one thing I find most frustrating with attendees at a big convention like this is they just haven't planned their trip. They got their tickets and made it to Vegas, but then everything falls apart. Plan your WPPI experience so you're not wasting time and even more important, your money.

Nothing beats the experience of a great trade show and convention, but it's up to you to get the most out of it.