by Skip Cohen

Wandering through old files in Dropbox last week, I found 39 episodes of the GoingPro podcasts. This episode on branding might be 16 years old, but there's almost no spoilage in the information we talked about. Airing on April 15, 2010, Scott and I shared tip after tip that are so applicable today.

Think about your "reach" - Today, social media has given all of us a level of power that only small newspapers had just a few years ago. Building your brand is more than your name or logo - it's everything that goes into building your reputation.

I know you have so many podcasts and educators to choose from, but listening to this podcast myself a few minutes ago, there are so many useful ideas in this episode. We're in the "slow season," which is only a reference to incoming revenue, NOT to things you should be doing to lay a solid foundation for your business in the year ahead.

And to my good buddy Scott...what a kick to listen to this podcast. Sure do appreciate our friendship, your support, and everything I've learned over the years hanging out with you!

by Skip Cohen

Yesterday, I shared a series of topics to use in social media, regardless of whether or not you publish a blog. I realize there are plenty of people who believe the days of blogging are long gone, and to a point, they're right. But the most important issue is being relevant to your readership, however you're reaching them, and blogging does help contribute to SEO.

Below is a list of content topics - they don't have to be used as formal blogs, but could easily morph into posts, reels, or sound bites on Facebook, for example. My point is to give you ideas to keep strengthening your brand as an imaging artist in your community, with the goal of raising your brand awareness as an artist.

When somebody tells me there's nothing to write about where they live, they just haven't looked hard enough. There's ALWAYS something going on worth talking about!

Here's another round of content ideas. It's not meant to be all-inclusive.
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• Pets of the community: In the hierarchy of why people hire a photographer, pets are in the top three. Share photographs of pets around the neighborhood while at the same time demonstrating your expertise as a photographer. You could easily share one pet portrait each week, demonstrating your skills and having fun in the community at the same time.
• How to hire a photographer: Share tips on what to look for when hiring a professional photographer. Obviously, make sure you score high on every tip.
• Community Calendar: Build a calendar of community events and then keep it updated. This puts you in a support role for each event and the groups/associations hosting them.
• Community events after they've taken place: Be there live or online to capture the event. Then, create content about the event. Become an ambassador for non-profits, which will get their attention and also help spread the word about the brand you're building.
• Community-relevant topics: For example, years ago, my good buddy Jared Burns ran a series about henna tattoos. He was interested in making the Indian community aware of his artistic skills.
• Tips on presentations: framing, canvas wraps, and slide shows
• Gift ideas using photography: As I've written before - CALL YOUR LAB and ask, "What's new?" Then, include a few new products on your website.
• Places to photograph around the community
• Technology updates: Become a resource for your readers on new imaging products. Include easy-to-use software, especially programs that involve mobile applications.
• Important camera gear and mobile accessories for capturing great images
• Profile your favorite charity in the community.
• Profiles of people/businesses in the community: Do an environmental portrait of people in the community. There's an almost unlimited supply of subjects, from your pharmacist to the chef at your favorite restaurant to a helpful manager at the local market.
• Photo projects for kids: From coloring book pages made from family portraits and events to keeping a photo journal, help Mom and Dad with ideas to keep the kids busy, especially this time of year in areas hit with snow and cold.
• Documenting Valuables: Run a few posts on building images for insurance purposes. Include tips on close-up and macro, as well as storage tips for the photographs.
• Throwback Thursday: Sharing old images gives you a chance to remind clients it's time for a new family portrait. It's also an excellent way to talk about Legacy programs.
• Legacy Programs: I have hundreds of old photographs of family members who have all passed away. I don't know who many of them are because I didn't take the time when my folks were alive to find out about them. Share ideas on becoming the family historian!
• Community photo contests: Invite your readers to participate with their images. You pick the topic; they share their pictures.
• Using photographs with stationery and holiday cards: The number of applications is almost unlimited. And besides planting the seeds for ideas, position yourself as the expert to take your readers through the process.
• How to show your best side with online video (Skype, Google, Zoom, etc.)
• Cross-promotions with other vendors: Stop thinking you have to do everything alone! Look for community vendors with the same target audience and then cross-promote with each other. This should include not only the products/services themselves but also posts about each other's businesses. For example, post a blog on tips for macro and close-up images with flowers. The link becomes where the flowers came from, as well as post-processing and printing.
• Growing your skill set: Share new things you're doing in your business as a result of workshops (on or offline) you've attended. Headed to WPPI this year? Create content from things you see at the trade show or classes you're taking to add to your business offerings. And as you pick classes to attend, don't forget growth only occurs outside your comfort zone! Always take at least one class that's completely different from your core business focus.

There are 20+ content ideas for you to share. Your goal is consistency in sharing great information and building brand awareness as the photography expert in the community. Remember, these give you content to share during those quiet weeks. You still have images to share with things like "365 Projects," client shoots, and events happening more in real time throughout the week.

Remember, not everything you share on social media always has to be live/fresh. Build a stash of posts in advance, then mix them with current events and projects. This way, you'll always have something in the queue when you're busy and time for social media is limited.

by Skip Cohen

When it comes to sharing ideas to help you build a stronger business in the new year, as I mentioned in an earlier post, I'm like a dog with a bone. For close to 20 years, across at least 3 different blogs, as well as in presentations, podcasts, and guest posts, I've covered so many different aspects to help you build a more successful business.

We're in the "slow season," but in reality, as a business owner, you should never have a truly slow time of year. When incoming business/revenue is low, there's plenty you should be doing to establish your "formula" for success in the year ahead.

I started with your website and social media basics last week. Now it's time to move to content ideas. I'm so tired of hearing photographers say, "But Skip, there's nothing here to write about!"

Most of you are sitting on a goldmine of topics, perfect for a blog or wherever you're most active in social media. Sadly, you're often too close to your own business to recognize how much value there is in so many different aspects of your knowledge about imaging. Remember, the key to building followers is all about being helpful.  

As a photographer, you do things you take for granted every day. Let's help Mom, Dad, and the kids become better artists. They're not going to open up down the street and compete with you. So, whether they use a conventional camera or a phone, let's help them raise the bar on their images.
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• ​Composition: Show them the basics. For example, teach them the rule of thirds, leading lines, and subject placement. You do it automatically, but they don't think before clicking the shutter.
• Posing: Help them with group shots, and let's get rid of those firing squad poses. For example, teach them how to position subjects with triangular placement. Show examples of the right and wrong ways to pose.
• Lighting: Spend some time talking about lighting and when to use the flash. Backlighting is always an issue, and they don't understand, especially in winter, when their outdoor images are too dark, even though it was a bright, snowy day.
• Have fun with in-camera special effects: Teach them to drag the shutter and panning. And on an iPhone, demonstrate how to zoom or change the special effects when in portrait mode.
• Storytelling: You're already the expert at storytelling and bringing in detail shots to tell the story. Help them think through their vision before clicking the shutter. Share a page or two out of an album you did for a previous client.
• Conversion from color to black and white - everyone can do it, but it's up to you to help them understand how an image can have more impact.
• Cropping: Roberto Valenzuela used to do an exercise in his classes where he took one image at a wedding and showed how many other shots there were in that same photograph. This is about you helping them see their pictures differently.
• Things to do with their images: From sharing on social media to printing, give them ideas of things to do with their photographs. Most professional labs have little interest in working with consumers, so you might have to resort to Shutterfly for some examples. However, this is also where you can plant the seed of why you're a professional with ideas about framing and presentations. It's also a great tie-in to unique products you're offering.
• Subject matter: Back in my Polaroid days, we reminded consumers when they looked through the viewfinder, "What you see is what you get!" Remind them to move in close on those people shots.
• Post-production: Share tips on using new products to help them get the most out of the experience of capturing images.
• Website display: Help your readers build their own galleries. This is where you can be so much help in the storytelling theme of their work. Years ago, the legendary Ernst Wildi at Hasselblad taught me the difference between a consumer and a professional - "Consumers show you all of their shots!"

There's a very practical advantage to the ideas above: each one lets you share some of your images as examples of the right and wrong ways to capture their memories. You're establishing yourself as the expert in imaging in your community. And if you have a Facebook page, you can share each idea with examples and reinforce your reputation as an artist and a community leader.

And to take it a step further, some of you have the skills and ability to hold physical classes and photo walks to help your audience capture better memories. As their skills grow, you become more established as the expert and open the door to more advanced techniques. At the same time, you're developing top-of-mind awareness of when they need a professional photographer.

Tune in later this week for 20+ more ideas for social media topics!

by Skip Cohen

In 2011, my good buddy, Scott Bourne, and I published Going Pro: How to make the leap from aspiring to professional photographer. Fifteen years later, it's still considered one of the best books on the topic.

A year before the book's release, we launched what became of one of the most popular podcasts in imaging.
We did over 70 podcasts together, all of which covered the challenges of being a professional photographer and small-business owner.

Recently, after receiving a Dropbox notification that I needed to add more storage, I reviewed the files taking up all the space and discovered recordings from the GoingPro podcast. There are 39 podcasts in total, and I'm sharing the first podcast from the series, released April 10, 2010.

Whether you're new to the industry or a seasoned veteran, there's virtually no spoilage in the information and advice we shared. There's no "use by" date, especially in today's world, where so many businesses have overlooked the importance of connecting with their target audience.

"Stop Marketing, Start Engaging" is the subtitle of Scott Stratten's 2012 book, Unmarketing. No statement could be more appropriate today in building brand awareness and a reputation in your community. Success is about building relationships, not just providing a product or service.

I listened to this podcast before I posted it, and there's so much relevant information we shared. The recording isn't just about helpful ideas for a successful business, but a testimonial to an incredible friendship that's still alive and well. He and I might be a whole lot older today, but that doesn't change the passion we have for business, the industry and helping photographers build a stronger presence.

Hope you enjoy listening to the podcast as much as I did this morning! Please note: The links mentioned at the end are no longer active. However, that doesn't change the value of the information we're sharing.

by Skip Cohen

January rolls around, and many of you hit the brakes. You seem to think you can kick back and chill for a few weeks. I'm not questioning whether business owners need a break, just the impact of stopping work. It might be the slow season, but "slow" is only about revenue and clients coming through the front door! Right now, things can be as busy as you want them to be when it comes to building a stronger business for 2026.

I'm continuing my quest to give you ideas to build a more substantial business and, at the very least, give a few of you a jump start.

Next topic: I want to focus on your social media activity and blogging.

"Your website is about what you sell. Your blog is about what's in your heart." And for those of you who no longer blog, then consider what I'm sharing as applicable to posts wherever you're sharing content on social media platforms.

While I'd love to take credit for all of the tips below, many of them are thanks to my good buddy Scott Bourne. They apply to any place you're trying to build readership and followers.

• Consistency: one key to success. If you're posting every full moon, then give it up. I suggest posting at least twice a week.
• Build a stash: Everything you share doesn't have to be written in real time! Take the slow time now and put together a couple of dozen posts. Then, use one a week from your stash. On the other day of posting, tie in something you're doing that's recent and maybe even community-related.
• Content is King - Pay attention to who your readers are. You've got to be relevant to their needs. If you don't know your demographics, how can you be sure what you're sharing is appropriate for your readership?
• Timing is essential: Post on the same days each week and at the same time.
• Don't write term papers! Keep your posts relatively short - ideally, 200-500 words is the max for a blog; you can go over that if the topic is relevant, but if that's the case, then use bullet points. For posts on social media platforms like Facebook, keep it much shorter.
• Be careful with your topics! I learned this the hard way just yesterday. I shared something political that I thought people from "both sides" would find helpful. Instead, it turned my Facebook page into a venue of arguments pulling in a lot of troll-like behavior. I finally pulled it down, but learned an old lesson I shouldn't have disregarded.
• Cut too many English classes when you were a kid?  Now you've got AI to give you a hand, although personally I still appreciate writing all my own shared material. I use Spellcheck and Grammarly. However, with Grammarly, read every suggestion out loud. Grammarly doesn't always know exactly what you're talking about, and it often gives recommendations that don't accurately convey the meaning you intend.
• Hate to write, but have a blog? Find yourself an English teacher from the local high school or an "A" student who loves to write. There's nothing wrong with having a ghostwriter who listens to what you want to say and puts it together into a post format. Finding a teacher or student who'd like to moonlight a little is an inexpensive way to get additional support to supplement your weak spots.
• Guest post on other blogs and share on Facebook: Use your network and swap posts with other photographers/businesses targeting a similar audience. Everything you post doesn't have to be written directly by you. For example, a wedding photographer might exchange posts with a maternity or newborn artist, and vice versa.
• Adding photographs: Include at least one relevant photograph with each post.
• Links: Don't go wild with too many links in a post, either to other locations within your website or to external sources.
• Share what's in your heart! Your posts give your products/services credibility, like publicity, supporting advertising. You don't need to get overly personal, but for most of you, your target audience is "Mom." Share some of your challenges she can identify with.

And there they are: 12 tips to help you build a social media presence that draws readers. But social media alone isn't enough. You need to weave a web around your readers so they're finding you in multiple locations. It's all about building a more recognized brand, starting with being helpful to your followers.

More ideas coming in the weeks ahead.

by Skip Cohen

With the start of the new year and IUSA less than a week away, this is the time to be thinking about your network.

Gone are the days of collecting business cards and the names of the reps who call on you. A reliable network brings together people with mutual interests; their ability to support the challenges you face, and in this business, a shared passion for imaging.

It starts with meeting as many people as you can face-to-face and truly getting to know them a little better than you can via email or phone.  Then it’s about keeping in contact, beyond once a year at a convention or national sales meeting.

Think about all the people you know and have met through:

• Conventions, conferences, workshops
• Community involvement
• Friends/Associates
• Vendors/Manufacturers
• Customers/Your database
• Social Media

Now think about all the ways to stay in touch, especially with members of your network whose skill set you admire. And today, there are so many different ways to stay connected:
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• Connect at conventions – If you're headed to IUSA next week, make sure you have a few plans in advance to connect with associates face-to-face. And don't forget about all the vendors who make products you use in your business. Make it a point to meet some of the key players right away while you're all together at the convention. 
• Be active in Social Media: There are dozens of forums with a photography theme. For example, I'm still a big fan of Facebook. Use Facebook’s search box and find them by keywords. When you join, though, become a member with the intent of being helpful, NOT as a retailer.
• Be Active on Linkedin: Linkedin, for most of us, started out as a way to connect with a job-hunting network, but today it's expanded far beyond just employment searches. There are numerous groups with an interest in imaging as their foundation.
• Facebook/Twitter: Retweet posts and tweets of the members of your network. The idea is to always help each other.
• Track birthdays, anniversaries, and events: I love using Facebook's birthday notifications, and it’s my first stop each morning.
• Pick up the phone! It’s old-fashioned, but in an age where we spend too much time texting and emailing, it’s the perfect way to stay in touch with the most important people in your network.

Think of your network as a target, and you’re at the bull's eye center. Each of the 2-3 rings closest to you represents those people you trust the most and have the most valuable skills to help you with the various challenges that might come up. Each ring also represents another level of diversity, and a well-rounded network is your goal.

Great networks don't happen overnight or by themselves. Pay attention to the "care and feeding" of your network. It will become your most valuable resource so often in building a successful business.

by Skip Cohen

We're down to the wire for December seasonality, but there are still a few loose ends you should check as we head into essentially the last weekend of the year. You don't want to miss anything! I heard a comedian once say, "It'll be my luck when my ship comes in; I'll be at the airport!"

It's a funny line, but sadly, it's the way some of us feel at times. But it's just a one-liner and doesn't have to be your reality.The opportunities for any last-minute marketing or promotional ideas are gone. Yet you've still got time to tie up a few things before the close of 2025.

• New Gear: Are there specific pieces of equipment you need to purchase to qualify for a tax break this year?
• Have you called your lab? It's a simple phone call with one question: "What's new?" Technology never stands still. You need to know what's new, but don't forget what's old. For example, canvas prints are old to us but not to many consumers. Don't forget to find out if they have any specials for Imaging USA!
• Have you made all your arrangements for IUSA? Remember to include contact with old friends and associates you want to have dinner with while at the convention.
• Saying thank you! Don't forget to recognize those who have exceeded your expectations in support of you and your business. Take a look at your network. Whether it's a fruit basket, a bottle of wine, or a flower arrangement, there's still time for a more formal thanks to that handful of people who have watched your back.
• Community involvement: There's still time for you to lend a hand and be a part of nonprofit projects going on in your community over the holidays. Remember, whatever you're helping with, it doesn't have to include photography. This is about you being out in the community and being seen as more than just another retailer.

Here's my point: Procrastination is not a marketing strategy. Don't miss a few of those last-minute opportunities to bring 2025 to a stronger close simply because you were lazy!

by Skip Cohen

It's December 16 and the end of the year is just two weeks away. You're down to the wire wrapping up what's been a challenging year for everybody. If anybody that tells you they had a great year and "it was so easy,"  they're lying to you. However, a lot of photographers are saying "It was a good year, but I never worked so hard in my life!"

Well, with two weeks to go, here's a different way to look at the year...

I've written a lot about "Walk the Talk" books over the years. They're short motivational books you typically see in the business section at a bookstore. Sometimes they're by the register. They may be small, but they pack a powerful punch. I was just looking at Finish Strong and found a couple of great quotes:

"It doesn't matter where you've been, it only matters where you are going."
Brian Tracy

"Great beginnings are not as important as the way one finishes."
Dr. James Dobson

I'm careful not to confuse excellence with perfection.
Excellence I can reach for, perfection is God's business.
Michael J. Fox

by Skip Cohen

​​It's Wednesday, Hump Day, and if you think about it, there really is no middle of the workweek any longer. The expression started in the 50s when Saturday was a coast day, and no businesses were open on Sunday. Turning back the clock to when this old fart was a kid, NOTHING was open on Sundays - no gas, no banks (there were no ATMs), not even a supermarket was open. Today, especially this time of year, retailers run 7 days a week, and the Internet never closes!

If you're a wedding and event photographer working Friday - Sunday, there is no "coasting" into the weekend. You might not be shooting during the week, but that's when you do all your "prep" work for previous orders. Capturing memories is no easy task, and it requires your constant attention to keep the momentum for your creative genes going all the time.

In 2009, I decided to see if I could walk the talk and be an entrepreneur like so many of you whom I admire. I started my own business. It was one of the best things I've ever done. Like so many people who make significant changes in their lives, I made the usual post-change comment: "I wish I had done it years ago!"

Change doesn't come easy for most of us, and big changes are always slow, depending on the risk involved. In business, especially, there's a lot to consider. But one of my greatest lessons leading up to my career change was to stop chasing perfection! I wanted my business survival to be guaranteed, and although I thought about it for years, I always convinced myself that the timing wasn't right!

One of my favorite quotes, thanks to Zig Ziglar, is: "If you wait for all the lights to turn green, you'll never get started on your journey!"

The challenge so many of us have is finally taking that leap of faith to make a change. Whether it's big or small, we procrastinate too much throughout the process. We're looking for perfection - exactly the right change with perfect timing.

There's my point - stop chasing perfection, but don't slow down on continuing to set high goals. Whether it's running your business, working with clients, raising the bar on your skill set, or simply recognizing what it takes to make you smile every day, all you can do is your best.

​And if something is slowing you down, then just like a garden, it might be time to do a little pruning!

If I can see the world through my client's eyes,
 then I can cell my client what my client buys!
Ed Foreman

by Skip Cohen

I've written about Ed Foreman in the past and shared the quote above. It goes a lot deeper than just putting yourself in their shoes.  You've got to literally work to see things the way your clients do, and that includes their perception of you. It's all about building trust. It's about listening more than talking. It's about putting your mind's eye into high gear and visualizing how they want their images to look, and why they've come to you in the first place. You've got to sense their concerns together with their expectations and create products unique to them and express their personality, lifestyle, and passion.

It's Marketing Monday, but it's also December 1st, and at this point in 2025, if you haven't ramped up your marketing efforts, there's not much for me to write about that hasn't already been shared in previous posts. But here's a topic we haven't talked about... AI and the fear some photographers seem to have that they'll be replaced, or they think it's going to be the answer to everything they need to run a successful business.

The fear of technology is nothing new...I was a kid when some photographers feared color entering the black-and-white-dominated craft. Photography was going to hell because B&W was threatened. Well, those photographers had families and their kids were grew up to be the generation that felt imaging was going to hell when digital arrived.

Does anybody remember Calumet being one of the largest retailers in photography in the late 80s? When Nikon announced the discontinuation of manual focus lenses, Calumet dropped the line and published the Nikon logo in a red circle with a bar across it. Within a year or less, the protest was over, and Nikon was back in their lineup!

Digital manipulation came next, along with an incredible uplift in what could be captured digitally. Cameras are incredible today, and so are our phones. Right now, most of us have phones that are capable of cinema-quality capture! 

Now we've got AI at the door, and I'm picking up on people thinking it's going to be the cure to everything, including their procrastination when it comes to building brand awareness through great customer service.

Photography is word of mouth business... It's also a tactile product - people still like to hold special images in their hands rather than on their phones and computers. Animation is another incredible asset, allowing us to bring still images to life. But nothing changes the important role the artist still plays.

Recently, I was interviewed by a leading AI company for a presentation they're doing. In summary, I said:

The truth is, combining AI with many of the old standards gives a business owner the perfect tools to expand reach and build more brand awareness. What I hate is the way so many businesses act like AI is the cure-all for their incompetence... all the old-school concepts of building relationships, integrity, trust, and exceeding client expectations are always in play.

AI will not replace relationship building and the personal touch. In fact, in a world of social media, email, and text messaging, your ability to actually reach out and touch your customers is more valued than ever! Your number one marketing tool is relationship building - so stop worrying about being replaced by AI or thinking that AI is the magic elixir to fix a failing business. It's time to start seeing the world through your clients' eyes!

...just my two cents.

by Skip Cohen

​The finish line for 2025 is just a few weeks away, but the race for business is still on! However, if you've followed me for even the shortest amount of time, then you know I'm like a dog with a bone - I just don't give up! There's still time for you to make some noise and finish the year knowing you gave it your very best effort.

While there's nothing new for me to share from my past posts, here's a list of solid winners to help you bring the year to a spectacular close:

• Saying Thanks: As the poem goes on, Santa even checks his list twice to see who's been naughty and nice. So, how's your nice list looking? Are there vendors and associates whom you want to make sure you do something a little extra for this year? From delivery drivers who came through for you to florists, wedding planners, vendors, and even other photographers - remember to let them know you appreciate their support.​​
• Time To Mail Your Holiday Cards! There's still time to put your holiday cards together and get them on their way. And remember - no photographer should ever use a store-bought card - USE YOUR OWN IMAGES!
• "Idea Seeds" - use your social media presence, whether through your own blog or via Facebook and Instagram pages, to plant a few ideas for holiday gifts using photography. It's a little late to squeeze in a portrait session, but it's still possible. Plus, for clients you already photographed this year, now's the time to plant the idea seeds for printed work as gifts for people they're closest to. 

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• Coloring Books: I've written so much about this idea from Steven Gotz in California. He even joined me with a guest post on the topic. The short version is that he took images from past family and even zoo shoots, removed the color, and turned them into line art. They became pages of coloring books that he gave his clients. And the concept works for virtually every specialty, even an adult coloring book for a boudoir client. The point is to create something unique for a client that makes them remember and appreciate you even more.
• Holiday Events in the Community: I know it's a busy time of year, but do your best to make time for some of the non-profit events happening around you. This is the perfect time to be a photojournalist, capturing the stories in your community and sharing them on social media, especially with the event coordinators themselves.

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• Email Blasts: There's still time to plant a few more seeds, but unless you jump on it right now, the clock is going to run out. However, there's no such thing as too much exposure, and even if you don't see any impact on your business, you're still reminding people who you are and what services you provide.
• Involvement in Your Community: From Meals on Wheels to Toys for Tots to food banks and hundreds of local charitable events, every organization needs help! Volunteer your services—with or without a camera in your hands—remind your community you're not just another retailer.
• Need New Gear: I'm still a big fan of post-holiday sales, but a lot is happening right now as vendors fight for the last dollars of 2024. If you need specific gear, now's the time to take a quick look and decide whether the last-minute deals best suit your needs.
• Tax Deductions: You have a little over a month left on tax-deductible expenses for your business. Are there investments you need to make before the end of the year?

Black Friday is just three days away, making this week critical for last-minute ideas to impact your business and brand awareness. The finish line for the year is just five weeks away, leaving you with just enough time to still have an impact.

You snooze, you lose...so don't snooze!

by Skip Cohen

It's "Hump Day," and I brought this topic back from the archives because, at this time of year, even though business is ramping up and in full swing through seasonality, it's a time when everyone starts to get a little reflective. We're closing out one year and heading into a new one, and it's a time when so many of us ponder our "why?"

We're looking at everything we do and often wondering if it's time for a change. Is it time to change direction, expand into other areas of expertise, and the BIG question, are we happy in what we're doing? It's an endless process, but a necessity to help avoid complacency and stimulate creativity.

But finding our "why" isn't exclusive to our careers. There's the importance of sharing our "why" with the people we're trying to attract. As photographers, your target audience needs to understand your "why?".  They don't care what awards you've won, what gear you have, or how your grandfather gave you your first camera. They want to know "why?" you love being a photographer and if you can be trusted to capture the kinds of images they want. 

Too many of you write your bios without considering your audience. When it's time to open your heart, you submerge yourself in meaningless factoids about your skills. If they're reading your bio, they're already interested in getting to know you better - don't bury them in your list of print competition awards, gear details, and the history of your business. Tell them why you love imaging. Share why your clients trust you to capture what's in their hearts.

It's the "why" that makes us all more interesting. It's the "why" that makes my story different from yours. It's the "why" that takes millions of stories from people worldwide and gives them color, emotion, and commitment.  

In terms of my "why," I simply love imaging and the business of helping more people understand its importance. Even in my volunteer work in support of the fight against Alzheimer's, imaging plays a special role with the interaction between patients dealing with the disease and the memories old photographs bring back.

Stop worrying about "what" you do and start sharing with people "why" you do it. The "what" comes from your left brain and is a series of cut-and-dry statements; the "why" comes from your right brain and is all about your personality, passion, and emotion. Plus, your "why" is unique, while your "what" is often the same as everybody else's.

Happy Hump Day!

​There is always light if only we're  brave enough to see it, if only we're brave enough to be it.
Author Unknown

by Skip Cohen

Lately, at least a few times a month, I've been writing about Alzheimer's. We all have causes we believe in, and the battle with Alzheimer's, having lost my mother, grandmother, and great-grandmother to the disease, is near and dear to me. 

Tomorrow is the annual Alzheimer's Walk here in Sarasota, and along with thousands of other supporters, Sheila and I will be there, along with the pups. And yesterday, on behalf of the Alzheimer's Association, I addressed the annual legislative delegates for Sarasota County regarding three related programs they're hoping to continue and expand in the community.

From my presentation yesterday:

Many of you have been touched by the realities of Alzheimer's and dementia. Over 580,000 Floridians are living with Alzheimer's disease, including an estimated  20,200 here in Sarasota County, which equates to over 12 percent of our 65 and over population.

Florida has proven to be a leader in dementia care and support. With our aging population, we must maintain this momentum. I am proud to advocate alongside the Alzheimer's Association. With your support, we remain optimistic as we propose our 2026 legislative priorities...

I went on to talk about a public awareness campaign, increased support for caregivers, and the Azheimer's Brain Bus which has traveled to all 67 counties in Florida each year.

While my short presentation was obviously Florida-centric, the number of people with Alzheimer's is global and continues to grow. "In the US, an estimated 7.2 million Americans aged 65 and older have Alzheimer's disease, a number projected to grow significantly by 2060. Alzheimer's is the leading cause of dementia, accounting for 60–80% of all cases, with prevalence increasing with age, especially after 65. The disease also poses a substantial global burden, affecting tens of millions of people and costing the economy trillions of dollars annually."  

Whatever nonprofit is your focus, remember that people like to purchase products from companies they perceive as giving back to the community. Combine the importance of building brand awareness for your business with programs that make your heart soar, and you've got the perfect combination to give back. You're looking for your community to be good to you...so you better make sure you're being good to your community.

In my case, I'm not a working photographer, and at this point in my career, I'm no longer very focused on building my brand. Our involvement is about trying to pay it forward and give back to a community that helped us so much, when my mother was in the heat of battle with Alzheimer's. Starting with the Senior Friendship Center's Caregiver Resource Center, so many people helped us keep our sanity and, in turn, helped my mother throughout her journey.

And if you're interested in participating in the Alzheimer's walks, there are over 600 nationwide. Just click on the banner below.

TGIF everybody - wishing everybody a terrific weekend with time to appreciate those people you love the most!

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"If you wait for all the lights to turn green, you'll never get started on your journey!"
​Zig Ziglar

by Skip Cohen

The quote above is one my most favorite. I lucked out in finding an illustration in Adobe stock of all green lights. However, the reality is that catching all lights when they're synced is rare. Now and then you have to stop, but that shouldn't change the direction of your journey or the destination.

As I sat down to write a blog post this morning, the quote above popped into my head.  I started thinking about my kick lately to remind readers that procrastination is NOT a marketing strategy.  Too many of us, me included, want everything to be perfect before we launch a new project. We want to do everything we can to guarantee success.

But sadly, when all the lights aren't green, we never start the journey. We make excuses, rationalize our way into justifying our inactivity. When the window of opportunity closes, we convince ourselves that we made the right decision...at least until regret starts to seep in.

Lucille Ball is quoted as saying, "I'd rather regret the things I've done than regret the things I haven't done."

And there's my point: it's not a perfect world, but we all have choices as long as we stay focused on our goals. Some of those choices involve compromise —not necessarily on your dreams, but on the path you choose to get there. 

We're living in bizarre times, absent of very many true leaders. That means there are opportunities for you, as artists and small business owners, to demonstrate leadership, accountability, integrity, and even compromise where appropriate. Don't let the insanity of the times get in the way of continuing to pursue your dreams.

Yes, I know it's easy to write about, and everybody's challenges are different. But that doesn't change the fact that EVERYONE can help change the world, at least in your own community. Capturing memories never goes out of style, and the opportunities for photographers to help tell their subjects' stories should be at the very top of your "to-do" list.

Wishing everybody a terrific weekend ahead!

by Skip Cohen

It's Hump Day and the perfect time to do a quick check on your goals for the rest of the week...and into next week. So many of you spend too much time over-thinking things you need to do to build brand awareness. You're waiting for everything to be perfect, which never happens!
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We're into the seasonality of the year that most photographers have been waiting for. But if you drag your feet, when your ship comes in, you'll be stuck at the airport! (Okay, it's a little stretch as an analogy, but there's no reason to miss so many opportunities for business in the weeks ahead!)

When you've got something you know you should be working on, it becomes the "monkey on your back." You carry the task around until it's completed, and nothing drains more energy than the stress of getting nothing accomplished. 

I keep sharing much of the same list, but now is the time to:

• Is there new gear you need that buying in 2025 would qualify for a tax break?
• Is the design for your holiday cards done, and are they in the pipeline for printing and mailing in time?
• How's your list of people you want to give an extra special thanks to this year?
• Are there any fundraisers in your community you'd like to be involved in over the holidays?
• Are you writing a personal letter to your clients thanking them for their support while also paving the way for new things you have coming in 2026?
• Got your reservations for PPA, WPPI, or both?
• How about partners for a first-quarter 2026 direct mail piece? Who are they, and have they been contacted?
• Are there specific courses you need to expand your skill set?

The list goes on and on, but my point is: it's Hump Day... and to get over the hump and pave the way for the holiday season, you need to build enough momentum to beat the hands of the clock and the calendar!
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Stop procrastinating...and if you're stuck and need a little help, you know where to find me!

by Skip Cohen

​​As I sat down to write today's post, I started thinking about what I could possibly write about that I haven't hit hard so many times in the past. While much of this post is from the SCU archives, that doesn't change the importance and potential increase in revenue by the concept I'm writing about: a day-in-the-life shoot.    November and December are the perfect times to capture this kind of story.

Plus, everyone is working hard to increase revenue and customer support this time of year. There are just two months left for 2025. A session like this has so much potential for you to show your skills and build stronger relationships with your clients.

• Storytelling:  Like capturing a wedding, a Day-in-the-Life shoot is event-driven and all about building an album.
• Album Designs: Creating an album to tell the story adds to the season's excitement and anticipation. 
• Your Skills: A session like this utilizes all the skills of the photographer. From portraiture to photojournalism, it brings into play technique, lighting, and composition - everything it takes to tell the story of a family's adventure.
• Standing Out: It's a unique offering and can be an ideal revenue producer. It's also perfect content for social media and blog posts.

Here's the concept: While it's called a Day-in-the-Life, it doesn't have to be for an entire day. It could easily be a 3-4 hour block of time. You're capturing the activity of a family, a child, a pet, or even a business in their environment. It's about the interaction among family members or employees, if it's a business story.

For example, it's November, and family members are going to get together to make Thanksgiving dinner. It's one of the few holidays when younger family members often get to help create the holiday meal. For example, Mom and Grandma work together to make the menu, and the kids get to help with the preparation. It's a family event, and so often a full day of work comes down to the first thirty minutes of serving. Even setting the table is a special event, which often looks like a war zone once the first slice of turkey is cut! 

Just like a wedding, it deserves its own album. The wedding party is the team of chefs creating dinner. The detail shots cover everything from cooking utensils to the centerpiece to the table settings. The reception is the dinner itself. Throughout the day, it's about capturing the memory of everyone working together on recipes that have often been in the family for generations.

If you haven't offered a Day-in-the-Life shoot before, consider it seriously. Nothing helps to tell a subject's story more than photographing them in their natural environment. It's the location where every subject is likely to be most comfortable. While the holiday season is a natural time for on-location shooting, the concept is perfect for almost any situation. 

Remember, too, if you're not comfortable with the concept initially, start with your own family. Pick a day and a topic, and capture images that tell the story, aiming to create a complete album. It might just be the perfect gift for Grandma this year.

As professional photographers, you're in a word-of-mouth industry. Imagine the reactions as people see an album you've created for a client that captures a complete story. You only need one of these projects to help start building more brand awareness.

Don't forget your goal...to exceed expectations and make yourself habit-forming!

P.S. And if you're looking for some great albums that are both stunning and cost-effective, check out Marathon's Bella Albums...you'll never be disappointed. Click here to see the entire line.

by Skip Cohen

Over the years, I've written extensively about crafting content for your "About" page, emphasizing the importance of being relevant to your target audience and building trust right from the very beginning. Sadly, there are still many of you who just don't get it...or you've procrastinated your way into thinking it doesn't matter. 

Years ago, an incredible motivational speaker, Ed Foreman, planted this seed of wisdom, which I've modified slightly:  "If I can see the world through my client's eyes, then I can sell my client what my client buys!" It's really that simple, and far more focused than just the old expression of "putting yourself in their shoes." You need to understand what's important to your target audience - what they worry about, what are their needs, what makes them happy, even what needs aren't being fulfilled.  This should guide your thought process for everything you do in marketing and building your business.

• Stop talking about your gear! Most clients don't care what you shoot with. 
• Stop talking about your awards! Unless you won a Pulitzer, talking about print competition awards especially will have little or no impact. Most consumers don't know what PPA, WPPI, and a long list of other associations are!
• Nobody cares how you got started! I know it seems harsh, but the average consumer doesn't care who gave you your first camera.

Remember, women make 98% of the purchase decisions to hire most of you. That means "Moms" and brides are the ones looking at your work. When you write about your background for your "About" page, remember your target audience. Here's what they want to hear:

• Talk about why you love being a photographer.
• Share your passion for people and capturing memories.
• Be sappy - this is an opportunity to show your love for the craft.
• Write about your dedication to exceeding client expectations and building relationships.

The biggest question new clients have is whether or not you can be trusted to capture the kind of images they want. Will you be able to meet their mindset?

Last but not least - write it all in the first person and include a signature. (With security issues these days, a facsimile of your signature is fine.) Write your "About" section as more of an artist's statement and stay relevant to what your target audience is looking for. 

Every visit to your website is a potential opportunity to start a new relationship or expand an old one. Exceed consumer expectations right out of the block with great images in your galleries, followed by a strong "About" section! ​