by Skip Cohen

Put together a group of photographers or small business owners, and they'll be split down the middle on the effectiveness of advertising. And as you discuss the negatives, you'll always find a few people who'll say, "I tried it once and it didn't work!"

It could be related to any of a dozen different issues, but my point is that doing anything in this industry "once" doesn't begin to build consumer recognition. You need to hit a consumer 5-7 times to establish any level of brand recall.

But that doesn't mean you should rely exclusively on traditional advertising. You need to weave a web around your target audience and include social media, publicity, word-of-mouth, community involvement, partnerships, email blasts and direct mail. This means being fully involved in reaching the community.

I checked in with Google AI to answer the question about the importance of frequency:

Beyond frequency, many photographers get tired of different aspects of their brand long before the public does. In fact, it’s no different for manufacturers. Companies get bored with an ad, a logo, or a business card design and change it.  Unfortunately, they’re changing things before they need to.  Most of the time they’re not even close to reaching the saturation point on brand recognition. They’re bored, but the public isn’t!

Think about how many times you’ve seen an ad on television before you remember the jingle, the product or the company name. You might be tired of your approach to the market, but that doesn't mean you've hit your target audience.

A few years back I found some great advertising tips in the SCORE archives.  This is the tip of the iceberg I'm sharing here.  It's a great site with a wealth of information, online workshops, and articles to help you build a stronger business presence!

Here are a few of their suggestions on advertising, which I think are the ones most ignored by photographers:

• Be consistent in your ad message and style including business cards, letterhead, envelopes, invoices, signs and banners. (Include social media here as well!)
• While word-of-mouth advertising has been around a long time, it usually falls short of attracting the number of customers needed to be successful in business. (But in your community it's still so important - you're building your brand and you want people talking about you.)
• Promote benefits rather than features. A benefit is the emotional satisfaction your product or service provides, or a tangible performance characteristic. (Social media can help promote benefits and appeal, whether through a blog or Facebook page, for example.)
• Know your competitors. Knowing everything about your competitors is just as important as knowing everything about your own business. (Don't underestimate the importance of keeping tabs on what the competition is doing - but stay focused on what you bring to your clients and the experience of working with you.)

David Ogilvy was one of the pioneers in advertising and passed away in 1999, but his comments and his books are timeless: "I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as valid and persuasive."

Happy Monday!

by Skip Cohen

Taking a week off from both social media and writing was exactly what I needed. While I did jump in a couple of times, especially to follow up on friends' birthdays on Facebook, getting away from the keyboard was like a double espresso for clearing my head.

While I still don't know what I want to be when I grow up, at least the frustration I felt regarding things to write about, finding a way to escape the temptation of doom-scrolling through FB notifications, and the feeling of apathy are gone for now. And while I know none of us can escape the noise of the outside world, we've even managed to reduce the evening news to a ten-minute review! God bless the inventor of the fast-forward button.

Meanwhile, the clock isn't stopping for the countdown to seasonality. We may still be dealing with summer-like heat, but fall seasonality is here. Whatever you're doing for your holiday promotions NOW is the time to start ramping up the volume on your awareness campaign. So, what are you doing to ignite a little holiday excitement?

I was in Costco a few days ago, and they already had Christmas trees on display. And the volume of snail-mail catalogs has started to pick up. The rush for holiday shopping earlier and earlier every year has started, but that's not all bad news. It means more time to reach your target audience.  

Here's a short list of things to think about to help make your presence more recognized and be a leader through the seasonality of the fourth-quarter crunch. YOU NEED TO BE PROACTIVE NOW! It's always more fun playing offense than defense. ​

The obvious foundation to prepare for this year's holiday season is to define your marketing plans, including partnerships, etc. But here are a few less obvious things to help you fine-tune your planning.

• When a potential client contacts you, respond quickly! That means you need to check whatever system you use for customer contact regularly. Don't let text messages, voicemails, or email sit without a fast response.
• Plant seeds of ideas! Give your website and social media audience gift ideas for this holiday season. Show that framed prints, metal prints, and even canvas are still exciting for most of your clients! How about video holiday cards?
• Stop wasting time on social media if it's not communicating with your target audience. So many of you waste time in forums with other photographers on things that have nothing to do with building your business. I'm not suggesting you abandon your friends and associates. But keep your time focused on your client audience! Arguing over an image you like or don't like with other artists isn't going to pay the bills! I've quoted my old buddy Dean Collins many times over the years: "Beauty is in the eyes of the checkbook holder."
• Be involved in your community! We're in the giving time of year, and the community needs to know you're not just another retailer out to make a sale. You've got to give back. You want the community to be good to you, so you've got to be good to the community. It's not hard to do - get involved with a local fundraiser. Be visible and show you care.
• Clean up your website galleries! Your images need to be about quality, NOT quantity. Only show your very best work. If a picture in your galleries could have been captured by anybody's "Uncle Harry," then take it down!
• Get your own holiday cards ready! I mean your personal/business card. No photographer should ever use a store-bought card. USE ONE OF YOUR IMAGES! Put your image on the front, and your logo, email address, and phone number on the back... and your studio address if you've got a brick-and-mortar location you want to share. You can pre-print a message inside and then add a handwritten line or two for special clients and associates.

And for you last-minute storm chasers -  Take some time and think through how you'd like the year to finish. You've got more control than most people think, but sales success is a combination of timing, creativity, communication, and establishing value. 

​If you just sit back and wait for customers to contact you, when your ship finally comes in, you'll be at the airport.

Procrastination is NOT a strategy tool for marketing!

by Skip Cohen

​Alexander Graham Bell patented the phone in 1876, but it took almost 50 years to become a widely used household item. Today, the majority of us are NEVER without our phones, yet phone etiquette is often nonexistent.

How you handle yourself over the phone is one of your most 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 about using the phone as a customer service tool.

As I look back on it today, it was really about how to have a conversation. 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 providing great Customer Service as it is verbal communication.

​Recently I had a challenge with Frontier and Verizon, regarding an offer for a benefit I thought I already had.  It took multiple transfers at both companies before I reached the right department and an expert who could answer my question. Plus, my call was answered offshore and only one of the four people I spoke with actually understood my complaint. By the time I got to the last person, after being disconnected twice, I was so tired of being handed off. I was frustrated, rude, sarcastic and obnoxious. It wasn't the fault of the rep, but their systems of communication - nobody talks to one another!

We're into that short window between the changes in seasonality. It's the perfect time to fine-tune your phone skills - Do you give good phone?

• 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. 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. 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 multitask, but the key to a great phone conversation is 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 your full attention, 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. A phone call from a client is an opportunity to show your personality.
• Use your phone to play offense! With so many changes in how we communicate today, it's becoming a lost art to use the phone for a conversation. When it comes to relationship building, talking directly to somebody is second only to a face-to-face conversation.
• Be proactive! Review your client database and use the phone to stay in touch with the people most special to you. I'm a huge fan of texting, social and email, but calling a customer directly 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 it was so great to actually talk to him rather than type a message.
• It's about what you say and how to say it. 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 once 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, give them the authority to make decisions, and empower them to 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.

Here's a perfect example: I recently had a problem with Grace Alley American Flags. I called about their 3x5 flag, a $35 item. I spoke to Customer Service and felt strongly they should replace my flag, since what we experienced was a manufacturing defect. (It was only coming apart on the white stripes.) The rep told me he didn't have the authority to authorize a replacement, but would call me a week later. I never heard from the company again, even after I sent two emails and pictures of the complaint. I wound up buying from their competitor, and will never purchase from Grace Alley again.

Here's the bottom line: because texting and email are so popular, we've lost the art of conversation. The phone is one of your most valuable tools for relationship building. Use it the right way and it will become one of your greatest tools for relationship building!

Twenty years from now you will be more disappointed by the things
that you didn't do than by the ones you did do,
so throw off the bowlines sail away from safe harbor, catch the trade winds in your sails.
Explore, Dream, Discover.
H. Jackson Brown Jr.

by Skip Cohen

With the recent launch of the FB group and podcast, Before They Take Away My Keys, bucket lists are on the list of future things to discuss. It's the perfect topic for anyone who's older but still has a bucket list of things they want to do or accomplish.

After the quote above, author Lou Mitchell wrote: This quote is a powerful reminder to live boldly and embrace the adventure. Fear of failure or the unknown often keeps us anchored in our comfort zones, but true fulfillment comes from taking risks and pursuing our dreams. By stepping out of our safe harbors, we open ourselves to new experiences, growth, and discovery.

How many times, after completing a project or some actionable event, have any of us said, "You know what we should have done?" It's the old line about hindsight always being 20/20! But my wife's line takes it a step further, "Don't should on yourself!"

More than a few times over the years at Rangfinder/WPPI, we wanted to implement some new projects. So often, we'd take the idea to the owner of the company, and he'd spend so much time pondering the concept that we'd miss the window of opportunity.

Here's the bottom line for today's post...think about your bucket list of things you want to do someday. Then realize that some day is NOW! Growth only happens outside your comfort zone. Today's opening quote is so on point - you want to be looking back on your life with regrets. Don't wait to chase those dreams because time is NEVER on your side.

Wishing everybody a terrific weekend ahead. The summer has flown by, and now is the perfect time to think about your goals for the rest of the year and into 2027. Lou Mitchell had one more terrific thought...

Imagine yourself twenty years from now - what regrets might you have if you don't take action today?

by Skip Cohen

Most of the time on Hump Day, I hit Adobe Stock for a shot of camels, but recently, when I was talking to a well-seasoned photographer and mentioned he needed some partnerships to grow his business, his answer was, "When pigs fly!"

So, I knew I had my theme for today and stumbled on the shot above thanks to Adobe. At least with those two pigs, they upgraded and went private plane!

​I've written a lot over the years about partnerships, but so many of you still believe you need to fly solo on everything you do. Everything is based on believing you have maximum control over the outcome. Sadly, while you do have control as a "one-man band," your reach, creativity, success, and reaction time are limited.

It's time to stop being stupid! Partnerships give you an edge because you can draw from each other's creativity, databases, brand awareness, and skill sets. Plus, each partner becomes an ambassador for the different companies involved. You're pooling your resources and expanding your reach dramatically, and in the process, saving money and increasing your exposure to levels unaffordable as a solo act.

Here's a list of potential partners that I've shared in previous posts over the years:

Boudoir Photographers: Get together with a lingerie boutique and a spa, makeup artist, or salon. Also, because a beautiful boudoir image is very often intended to be a gift with a little romance attached, an intimate restaurant in your community might also be a great partner. To take it one step further, check out this locked image box from Photoflashdrive.com. It adds another level to both your presentation and the romantic mystery about boudoir.

Pet Photographers: Talk with the manager at your local supermarket or pet shop to find out who the rep is for some of the big-brand pet foods. You can also reach out to animal shelters, pet boutiques, veterinarians, and doggy daycare facilities.

Children's Photographers: Toy stores, summer camps, playgrounds, kids' clothing boutiques, and restaurants geared toward kids make great partners. You might even find a pediatrician or pediatric dentist interested in getting involved with something creative.

Family Photographers: You're looking for any company that targets families. Family restaurants, decorators, parks, and special events targeting families all have potential. Years ago, on a Hasselblad program in Cleveland, a photographer told me about a landscaper who built him a backyard shooting area in exchange for promoting their services. The logic was that anyone paying for a family sitting more than likely had an interest/need in landscaping.

Commercial Photographers: This one's a little more challenging, but think about what a client is looking for. This doesn't work if you're targeting Fortune 500 companies. However, a program to target small business owners in a community could tie in a local magazine/publication, a printer, and a courier service, for example. The promotional offer might target people who need a new headshot.

Wedding Photographers: Wedding photographers are always the easiest because there are so many different business entities involved: florists, wedding planners, bakeries, salons, bridal shops, limo companies, musicians, tux shops, travel agents, venues, and the list goes on and on.

Last on the list for every specialty - don't forget other photographers! There's only so much time in a week for you to shoot. Bringing in competitors who complement your style helps build strength and brand recognition in the category. Sooner or later, you'll send another photographer a referral, so why not build the relationship now?

Right now, every imaging artist is dealing with the same challenges - trying to set up for as much business as possible this holiday season. With the holidays and the spirit of seasonality, it's the perfect time to plant seeds and consider strategic partners to grow your business and, in turn, your success!

From direct mail to email blasts, community events, sponsorship, and cross-promotional offers, there's so much to choose from. Partnerships help each company involved - again, as each of you becomes an ambassador for the other members of the team.

by Skip Cohen

There seems to be an abundance of negativity in the air. But today's post is NOT about politics; it's about photography. Most of you are professional photographers or aspiring to be, and too often it's an uphill climb.

Let's get rid of all the "negators" in our lives. 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're the ultimate right-fighters, sure that their opinion is the only one with any accuracy. They seem to live for the opportunity to wait for you to fail so they can proclaim they saw it coming! 
​
Photography is an art form and so often misunderstood, especially by family members and friends. They don’t understand your passion to be an artist. They assume you’re going to starve in the process. They may never have seen your work and question whether you’re good enough. They don’t understand why you can’t just go out and get a “real job”!  Sound familiar?

The result is most often damage to your self-confidence. Here are 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 gain experience, you should see serious changes in lighting, composition, depth of field, and creativity.
• Roberto Valenzuela suggested a terrific tool for practicing the craft on a GoingPro podcast many years ago. 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 a 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 to guide your own work.
• Find yourself a supportive Facebook forum. There are so many groups within photography, and while now and then you'll run across a troll who doesn't like the images you share, 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 real 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, keep the people throwing up roadblocks on the sidelines. All they contribute 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 an artist.
• 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!

by Skip Cohen

I've written a lot about diversity in your skill set, as well as the services/products you offer your target audience. Family portraiture is one of the most lucrative extensions for a photography business, but more importantly, it's all about relationship building. When you do a great job photographing a family, it becomes a stepping stone into other aspects of imaging as the family dynamics change and the kids grow up.

I'm a big fan of Marathon's Family Marketing program because they're sharing their expertise in the category and, at the same time, helping you grow as an artist and business owner.

I'm always amazed at the number of relatively new artists and even a few seasoned veterans who don't realize the level of support available from Marathon. This is all about locking in a stronger revenue stream and Marathon's "we got this" approach to building your business.  

What I love about their Family Marketing Program is the way they take on all the work. You've got your choice of three different mailings plus a fourth, optional reminder. Marathon's team will work with you on your images, the copy, and the timing you want for the mailings.

But I want to add an "upgrade" to the concept of family portraiture: a Day in the Life shoot. Rather than just a typical family portrait sitting, how about spending a slug of time with a family? It doesn't have to be a full day, but imagine the potential for storytelling if you were on location with a family for several hours.

Nobody can tell their story better than you! You're there to document the love and interaction between all family members, including pets. And the potential for a small album gives you a chance to create something memorable that becomes their unique story. It also lets you showcase your skill set beyond individual portraits.

If you're a family and children's photographer or interested in expanding your business, then click on the banner above and check out your options. You've got so many choices. From oversized postcards to accordions and gift cards, you've got an incredible combination of eye-catching ways to plant the seed for a family portrait session. Here's your chance to develop a complete marketing campaign to pull clients into the family portrait season, and best of all, Marathon is the perfect remedy to reduce your stress in the process!

Marathon makes it so easy, including exclusivity on mailing lists within ZIP code ranges. The available design for this 3-part mailing is limited to only one studio per marketing area—call (800) 228.0629 to reserve your preferred ZIP Codes. ZIP Codes are protected on a first-come, first-served basis.

Plus, if they're helping you with your own customized family marketing program, you'll be free to work on other aspects of growing your business.

by Skip Cohen

​We're into the "Dog Days of Summer". Business might be a little slow, but that gives you time to fine-tune your marketing plans for this year's holiday season. For so many artists, it's a time when you start to think about new gear and how it might make a difference in the quality of your work. 

Great gear is always a benefit, but without the skill set, a better camera or other gear will NOT make you a more 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!
​
If you've followed me for even the shortest amount of time, then you know I 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!

If you absolutely need new gear, here are some suggestions:
​

1. 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 store needs to be in your network!
2. Rent it first! Joe Buissink once 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 flow. He barely used it, and eventually sold it for a loss.  
3. 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.
4. Check out convention specials! Many exhibitors offer trade show specials, making it an ideal time to buy gear.  While the major conventions are over for this year, IUSA is coming up in 5-6 months...and we all know how fast time goes by lately. So, identify your needs before you hit any 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!
5. 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.
6. Lease it! On high-ticket items, you don't always need to 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!"
7. 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!
8. 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. Ask the staff at your local camera store for the name of the local rep who handles your core products - especially your camera, lenses and lighting.

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 that it's your skills that will make you great, not your gear!

by Skip Cohen

I was in Costco recently, and Halloween vibes were already in the air. That means ALL the holiday push is right around the corner.  Combine that feeling with online companies doing "Christmas in July," and it's obvious retail is pushing everyone to shop early!

But from my perspective, that's good news for you as a small business owner and artist. A push to start shopping early, considering this is still August, means you have much more time to impact your target audience.

Here's a list of things to think about to help make your presence more recognized and be a leader in service ahead of the seasonality of the fourth quarter crunch:

• Fast Response: When a potential client contacts you, respond quickly! That means you need to check whatever system you use for customer contact regularly. Don't let text messages, voicemail, or email sit without a fast response.
• Your Online Presence: With social media or if you have a blog and only post whenever a full moon falls on a Tuesday - get your act together. Your website is about what you sell—your blog/social media presence is about what's in your heart—post at least twice a week, same days, same times. Be consistent.
• Planting Idea Seeds: Give your audience creative gift ideas for this upcoming holiday season. Show framed prints, metal prints, even canvas is still exciting for most of your clients! How about video holiday cards? All of you have the skills to offer your audience exciting products.
• Stay on Course: Stop wasting time on social media if it's not communicating with your target audience. So many of you waste time in forums with other photographers, having nothing to do with building your business. (This includes getting sucked into the battles over politics!) I'm not suggesting you abandon your friends and associates. But keep your time focused on your client audience! Arguing over an image you like or don't like with other artists isn't going to pay the bills! I've quoted my old buddy Dean Collins so many times over the years, "Beauty is in the eyes of the checkbook holder."
• Community Involvement: We're coming up to the giving time of year, and you need the community to know you're not just another retailer out to make a sale. You've got to give back. After all, you're looking for the community to be good to you, so you've got to be good to the community. It's not hard to do - get involved with a local fundraiser, etc. You want to be visible and show you care.
• Housecleaning: Clean up your website galleries! Your images need to be about quality, NOT quantity. Only show your very best work. If an image in your galleries could have been captured by anybody's "Uncle Harry," then take it down!
• Review Your Plans: What do you want the rest of the year to look like? Take a couple of hours and think through how you'd like the year to finish. You've got more control than most people think, but success in terms of sales is a combination of creativity, communication, and establishing value. If you sit back and wait for the phone to ring, it'll never happen. And, when your ship does finally come in, you'll be at the airport! Start planting seeds of ideas with your readers/followers NOW!
• Holiday Cards: Yes, it's still summertime, but you should be thinking about images for your holiday card. I'm talking about your personal card. No photographer should ever use a store-bought card. USE ONE OF YOUR IMAGES! On the front is your image, and on the back is your logo, email address, and phone number...studio address if you've got a bricks-and-mortar location you want to share. You can pre-print a message inside and then add a hand-written line or two for special clients and associates.

Everyone knows the expression:

By adding a side quest to your day, you create space for curiosity, exploration, and playfulness and could discover something amazing and totally unexpected along the way.
Ali Abdall

by Skip Cohen

It's Hump Day!

​It's not only the middle of the week, but for many it's considered the middle of the summer as well. It's a time when business might be slow. Fortunately, it's anticipated with people on vacation and the usual lull of things being relatively quiet... except Mother Nature's wrath this year.

Many years ago, Matthew Jordan Smith joined me on the Weekend Wisdom podcast sponsored by Sprout Studio. We talked about the importance of stepping away from your core business with special projects.

Special/personal projects help you stay focused on your creativity. This is especially important when your bread-and-butter business isn't as glamorous as you had hoped. A unique project allows you to be in complete control and can be virtually anything you decide to capture. Even if you love what you're doing and it has the glamor, personal projects help you keep creativity and motivation fresh!

And you never know when a special project can become something bigger than you planned. Special projects can become exhibits, gallery shows, books, and even new businesses. For example, Matthew's book Future American President was based on an idea that was part of his life for at least three years before publication.

For me personally, the new Facebook Group and podcast, Before They Take Away My Keys, is outside my normal work. It's a personal project that's near and dear to my heart, but having nothing to do with my core business. Another example that many of you have done is a 365 project - they help fulfill a similar need: challenging creativity and consistency.

Projects involving doing something daily don't have to do with imaging. For example, there was a story on the news recently about a father and his young son who decided to play catch EVERY day for a year. They never missed a day - rain, shine, or snow...and they kept it going even when away from home. It was a relationship builder with a purpose to create something memorable.

From Google: Personal projects offer a unique space for growth, creativity and self-discover. They turn abstract dreams into tangible reality, reminding us that the most important work we do is often the work we choose for ourselves.

If you don't have a personal project in your life, it's time to start. It's the "side quest" to each day that's referenced in today's quote. 

by Skip Cohen

Increasing brand awareness, especially in your immediate community and with your target audience, isn't rocket science. But it does take consistency, patience, and involvement.

It's Marketing Monday, and it's the perfect time for things you could be doing right now to set your business up for fall and winter seasonality;

• Community Involvement: People like buying products/services from companies they perceive as giving back. What's great about being involved in your community is it can start at any time, regardless of whether or not you're officially open for business as a photographer. And it doesn't have to include a camera in your hands. This is about giving back and can be as simple as working with the Booster Club at the high school, filling ketchup and mustard bottles at the Friday night games!
• Own Your Zip Code: Draw a circle around where you're based and start knocking on doors! Introduce yourself to the other businesses in the community...and IT DOESN'T MATTER WHAT YOUR SPECIALTY IS! My favorite example is a wedding photographer walking into a real estate office. Once you've introduced yourself, all you need to say is, "My specialty is wedding photography, but I've got an incredible network. If you ever need any help with anything photo-related, give me a call. If I can't help you directly, I'm sure I know somebody who can."
• Use Your Blog: Your website is about what you sell, and your blog is about what's in your heart—post at least twice a week, same days, same times. Share stories/ideas relatable to your readership. Remember you're building a community.
• Social Media: And regardless of whether you have a blog or not...In the portrait/social categories of photography, that means being primarily involved on Facebook, Instagram, and even Pinterest. But remember, there are no erasers on the Internet. Stay relevant to your audience. Don't engage trolls! And stay focused on your passion for people and your art. You know how to hold focus on your subjects with your camera - so hold focus on the needs of your audience.
• Teach a Class: Just about all of you, unless you started yesterday, have enough expertise to help the community raise the bar on better photographs, even if they're only shooting with a cell phone. Share tips on composition, lighting, fill flash, posing, exposure, and storytelling. For most of you, your target audience is "Mom," so help make her a better photographer. Whether it's a program through a community center or a youth group at your church, share your knowledge.
• Partnerships: You don't have to fly solo all the time! Look for opportunities to cross-promote with other vendors. A postcard mailer, for example, with two other partners, brings your cost down to a third. Best of all, all three partners become ambassadors for each other.
• Show Your Work: Years ago, Bambi Cantrell had a display of her images in a local Starbucks. Helen Yancy, a past president of PPA, started out showing her work in a local diner. Offer to decorate your doctor's office. Think about it - almost every doctor's office is the same - BORING! Let's get some good photographs on the wall, and all you're asking is to leave a stack of your business cards on the magazine table.
• Send out Press Releases: Doing a press release is a topic all its own. Remember though, if you don't put the word out about things you're working on, nobody else will. P.T.Barnum wrote: "Without publicity, a terrible thing happens...NOTHING!" Here's an old post, and while it's a little outdated, it's still worth your time to read. You'll get the idea if you need a little more help.
• Put Together a Networking Luncheon: It's an incredibly easy concept: find a restaurant in town that has a private or semi-private room. Keep it simple and casual in a diner-style environment. Invite vendors who are targeting the same audience. For example, a wedding photographer would want to invite florists, bridal salons, band promoters, tux shops, limo companies, caterers, bakers, wedding planners, travel agents, makeup artists, etc. You're all getting together to talk about the business, trends, and anything that comes up. Imagine the power of being a photographer, and sitting in between a florist and a bridal salon owner. You're not selling anything but your personality and building relationships.
• Career Day at ANY School: If we've learned nothing else from the toy manufacturers, the way to get to Mom and Dad is through their kids. Every school needs help on special programming. Offer to do a career day presentation and talk about what it's like being a photographer, but bring samples of cool products with you. Don't be boring and just talk - show photographs, special techniques, and things they can do with their cell phones!
• Build a Community Calendar: Everyone is always looking for new blog/social media content. So, keep a calendar on your blog or Facebook page of upcoming community events, especially non-profit fundraisers. And with each event you personally attend, share the story with a paragraph or two and photographs. It's a great way to build up your reputation as a supporter of the community and be more recognized. Don't forget to let the non-profit organization know what you're sharing - they can't recognize your support if they don't know how you're supporting them.
• Join Community Groups: From PPA affiliates to photography guilds to organizations like Kiwanis, Exchange Club, Rotary, and business networking groups, be involved. You're building a network of relationships!

Too many of you think there's nothing you can do to build your brand beyond good customer service. Relationship building is your strongest marketing tool, and it's ongoing in everything you do - so, set up time every week to be building your foundation of awareness -  beyond your skill set.

Tony Corbell, one of the most recognized photographers in the industry, once told a story about when he first got started. "I might not have been the best photographer in town, but I was determined to be the nicest!" Tony's never strayed from that practice!

​Happy Marketing Monday!

"If I have seen farther than others,
it is because I was standing on the shoulders of giants."
Isaac Newton

 by Skip Cohen

Author Lou Mitchell shared the quote above in this morning's motivational piece on positive thinking. He went on to write: Progress is rarely achieved alone...Reflect on the people and ideas that have influenced your achievements. Who are the "giants" whosd shoulders you stand on?

It's Marketing Monday, and the quote got me thinking about how many giants, or better put, how many shoulders I've been lucky enough to stand on in my life. Take a minute right now and think about those people who have helped mentor you through a wide variety of challenges.

Staying in the business category, I was thinking back to my role as a marketing manager at Polaroid. I put together a number of good programs for the photo specialty dealers (camera stores). But I never came up with them on my own. All the answers were out there, somebody just needed to ask the right questions.

For example, during my visits to retailers around the country, I'd ask the same question, "What are you going to need from us to sell twice as much Polaroid product next year?" After they rolled their eyes and gasped, it was amazing the ideas that came forth. From more advertising, to promotional bundles, to new products, extended dating terms, and price reductions, everybody answered the question. Then I'd modify the question for the Polaroid salespeople I worked with, "If we doubled your sales quota for next year, what would you need from the company to make your number?"

Here's my point - we all have people we've worked with over the years who have earned our respect and admiration. They've given us guidance when we needed it most--even at times when we were clueless about our fate related to a direction we were headed.

"It takes a village" couldn't be more relevant when it comes to all of our careers and accomplishments. Even when things haven't gone as anticipated, and you hit a wall, we all have a small core of people in our network who were there, willing to lend a hand.

As you look towards fourth quarter seasonality, what are your plans? Don't plan things in a vacuum, but take the time for a few sounding boards; people you respect and know your skills. They can help, in the same way you'll be there or have been for them.

Lots of people want to ride with you in the limo,
but what you want is someone who will take the bus with you when the limo breaks down!
​Oprah

By Skip Cohen

It's Marketing Monday, and while I'm running low on new suggestions to help make 2026 one of your very best years in business, I'm not done yet! It's July, and for many of you, business has slowed down a little. So, before the calendar pages turn and we're into fall and holiday seasonality, it's a great time to think about diversity.

​The challenge so many of you face is too much on your website that's not your strongest suit. No matter how technically good you are, 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 related 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 arises when different people view 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 someone whose work is more in line with their needs.

Here are some easy to remember suggestions:
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• Keep building your skill set so you can handle most of your clients' needs. 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.
• Don't show everything you've ever shot! 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 separate site or a landing page that directs visitors to two different destinations. Personally, I'm a fan of different websites.
• If you insist on showing a different specialty that doesn't seem to fit your core business, do so as a tab under "Personal Work" or as a facsimile. There's nothing wrong with diversity until it confuses your target audience. You can also use social media, including your blog, for occasional posts 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 necessary 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 good buddy's website, 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 diversify your website with logically connected specialties. 

by Skip Cohen

Over the years, I've written a lot about the importance of great Customer Service. For most of my life, I've been involved in some level of service, starting out in my Polaroid days, when the first SX-70 cameras were 300% defective.

Today, in a world of AI, online communication, and robots, we all face the challenge of communicating with a live body! Companies like Comcast lead the way in frustrations - too often, the focus on the customer is forgotten!

But today's post is about a company that surprised me and simply did it right! About six months ago I bought two pairs of sneakers online from a company called MLO.

Aging comes with its fair share of changes. For me, one of them is neuropathy in both feet. What I loved about the videos on the MLO site and their Facebook ads was the weight of the shoes. That, together with a great price, I gave them a shot.  It was like wearing my favorite pair of slippers - they were light, unbelievably comfortable, and they looked good.

So I bought two more and a few months later, another two pairs. However, one of the pairs was a different style, and they didn't fit as well. This morning, I contacted them via email, anticipating dealing with another overseas company that would show no regard for customers. I had already anticipated a slow or no response scenario.

I WAS SO WRONG. Within a minute or two of my email, I received a response with a couple of questions. I responded and heard back, again within minutes. One more round of emails and they resolved the challenge and are said they would send me a replacement pair. Within 30 minutes of my first email, the replacement shoes were already on their way!

MLO isn't just a manufacturer of a great shoe line; their service is second to none.

Providing GREAT service is one of the keys to every business's success. No matter how good your product is, without top-notch customer service, success will always be out of reach. Here are six points to help you build a stronger business:

• Response Time: Do you check your email and phone messages multiple times each day? You need to respond as quickly as possible to set yourself apart from your competitors.
• Finding Solutions: Whether you or a team member is working on it, find solutions to challenges quickly. And when there is a problem, NEVER hide from an angry/frustrated customer.
• Exceeding Expectations: Every customer interaction is an opportunity. From the quality of the products and services you offer to each inquiry and interaction with the public - never walk away saying, "That's good enough!"
• Speed Isn't Just About Your Response: Never assume your website is working the way you think it is. Check things every day on different platforms.
• Simplicity: Too many of you have policies and disclaimers on your website that would scare an IRS auditor. Keep things simple in your policies. For example, save the discussion of penalties for noncompliance for when you're discussing your contract/agreement.
• When in Doubt - Use Your Phone: Rather than always replying to emails in writing. Have you tried calling the customer? Often, there are easy-to-answer questions that allow you to react even faster than through the written word. Plus, email and text messages are limited in conveying sincerity - whereas a phone call allows you to talk to the customer on a far more personal level.

And to the team at MLO - thanks for exceeding expectations and making yourself habit-forming. 

​by Skip Cohen

We're in what many of us think of as mid-summer. Spring seasonality is long gone, but there's still plenty of business out there - both directly and in planning for the fall. Normally my Marketing Monday posts are about ways to grow your business, but today's is a little different. It plays upon your abilities as an artist and family member more than it develops your business/operational skills.

One of my wife's favorite one-liners is, "Don't should on yourself!" Well, this is a post deeply rooted in my "shoulding" on myself. Learn from my mistakes, so you can create new ones of your own!

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

Companies like Ancestry.com can trace my roots, but that's not what I want. I want video coverage of me just sitting with my folks and talking about our family and their lives. I want the stories!
​
It's a four-generation shot on the right. My mother, great-grandmother, grandmother, and me. I've got plenty of pictures - but not the stories to go with them.

​I've referenced the Senior Friendship Centers in Sarasota numerous times over the years. They're a nonprofit that, each year, delivers thousands of meals to hungry elders, provides adult daycare, a Caregiver Support Center, and more. I couldn't be prouder to have been on their Board for many years and support the way they give back to the community.

One of the programs they started doing many years ago was called "My Journey." It's a recorded interview giving seniors the chance to talk about their lives and create a legacy recording for their children and grandchildren.

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

​This has so much potential to capture memories, starting with your own family. Don't wait until everybody is gone to say, "I should have taken the time!" Take advantage of all the family time coming up over the rest of the summer and into the fall holidays.

This is especially important if you've got grandparents or great-grandparents alive. Make it a point to get time with them and capture those stories. Ask them questions about their childhood and growing up. Have fun with questions about the kind of kids they were; things they did in school; specific friends, pets, and places they visited. The list of information it would be fun to have and share is unlimited.

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

“Accidents only happen to the other guy. So, all you other guys, watch out!”  
Unknown Author

by Skip Cohen

I recently ran across a post I'd written many years ago about the importance of a backup plan. Remember Murphy's Law? Well, the Second Murphy's Law is simply, "Murphy was an optimist!"

For the last few weeks, it's become obvious that we've pissed off Mother Nature...Floods, tornadoes, fires make the news every night. Now add to Mother Nature's challenges and your own vulnerability, and you've got more than enough reasons to have a backup plan for your business!

Far too many of us have learned the hard way about the challenges of not backing up our files. I hear stories every day about drives that crashed, memory cards that were lost, and the horror stories that followed as people tried to recover once-in-a-lifetime images. So, knowing that we all back up our files and pray we’ll be prepared when the sh** hits the fan do we really have all bases covered?

We’re ready for just about anything, but we don’t back up ourselves! What happens when something comes up and you suddenly find yourself out of commission?  I won the battle with the gall bladder from hell sixteen years ago, but the fight put me out of circulation for two weeks. During that time, had it not been for my good buddy, Scott Bourne, stepping in to help me, the momentum of my blog and various projects would have been completely lost.
​
Ask yourself one question: If I couldn’t work for the next five days, who would know what needed to be done in my business?  Then work up every scenario.  What if you can’t make it to that wedding you were hired to shoot next weekend? What if a family emergency pulls you away from your business? Just go through the exercise of making sure you’ve got a plan.

Throughout the Florida coastline, you’ll see signs reading “Evacuation Route.” And when we were kids, we did countless fire drills so that everyone knew what to do in an emergency. Why as adults do we think we’re invincible?

You’re working too hard to build your business – don’t risk it all by not having a back-up plan.

Many years ago I saw an auto safety billboard with the quote above, “Accidents only happen to the other guy. So, all you other guys, watch out!”  Sure seems to fit with the way so many people never prepare for that “it’ll never happen to me” crisis!

The time to have the map is before you enter the woods.
Brendon  Burchard

by Skip Cohen

There are so many times over the years that I've seen artists too reactionary to changes in the business climate. Business is slower than anticipated, and they've decided, without any serious planning, to take a knee-jerk approach to their marketing.

It's great to be able to pivot when needed, but it's important to spend a little time planning your "trip" before you decide you're already lost. That's where the "map" in the quote above comes in. It's thanks to Lou Mitchell, who went on to write:

Entering any new or challenging situation without preparation can lead to confusion and setbacks. By having a clear plan and understanding before starting, we equip ourselves with the tools needed to navigate successfully and reach our goals.

Whether business has been good or bad through the 2026 Spring seasonality, we're headed into summer, a time that can be virtually anything, up or down, in business. Whatever it is, now is the time to think about what you can do to create excitement in the months ahead and set the stage for fall/winter/holiday seasonality.
​

• Think about your goals. There's no such thing as over-defined goals.
• What actions do you need to take to meet your expectations?
• What expenses are necessary for the direction you want to take?
• Who in your network can help you the most? Partnerships, when done right, are always win-win.
• What's your plan to track your progress towards your goals? Have you developed a timeline for achieving your goals?
• Do you have the skills and the gear you need to accomplish your goals? And if not, what's the timing on getting what you need?​

The bottom line is simple: What do you need to do to go to sleep at night relaxed and smiling, and wake up the same way in the morning?

There's a great expression in scuba-diving...Plan your dive, dive your plan. You're at the bottom of the ocean with limited air, and you don't want to waste a minute! So you talk with your dive buddy and come up with your plan!

Wishing everybody a terrific weekend ahead, and for all you Dads out there - Happy Father's Day.

​by Skip Cohen

I started this series to help artists and small business owners in photography fine-tune their businesses to make 2026 one of their very best years. Social media has become your number one vehicle to keep in touch with your target audience. That means your blog (any social media presence) is more important than ever. It's your best way to maintain brand awareness, but it needs to be done right!

I'm sharing tips from my experience, input from other educators in imaging, and great advice from my good buddy, Scott Bourne. There's no excuse for procrastinating on the things you should be doing to establish a greater presence. And if you don't have a blog, then substitute the tips below in your social media presence on any other platform.

1. "Mom" Appeal: For most of you, your target audience is "Mom." Women make 98% of the purchase decisions to hire a professional photographer in the portrait/social categories. That means your content needs to have appeal to Mom, but so does the look and feel of your social media presence. Your content needs to be relatable to your readership.
2. Gift Ideas: The holiday season might seem like a long way off, but NOW is the time to start planting seeds for gift ideas with photographs.  From frames to albums to canvas and prints, technology has made your choices virtually unlimited. I've written this before - photography is the perfect gift idea. No grandmother ever has enough pictures of her family!
3. Making Your Audience Better Artists: There are things you do every day as a photographer that you take for granted. Help your audience do a better job of capturing images of their family - even if it's just with a cell phone. Share ideas on composition, lighting, fill flash, and storytelling to help your readers get better results.
4. Throwback Thursday: Use your throwback images to remind your audience how fast the kids are growing up, and their families are changing. It's like the old "Subliminal Man" on Saturday Night Live - you've got to plant the seed for an updated family portrait this upcoming holiday season.
5. Be Consistent: Consistency is crucial for building readership, and if you find yourself blogging or sharing content on social media every full moon, you're better off shutting down the blog entirely. Come back when you can make the commitment it deserves.
6. Build a Stash: Every post doesn't have to be done in real-time. They can be written in advance. Build a stash of posts you can use, and then don't relaunch your social media presence until you've got 12-15 posts ready to go and in the pipeline. Then alternate between posts in your stash and something fresh each week.
7. Guest Posts: Sharing and exchanging content with other artists helps you build stronger awareness. Look for partnerships where you swap material with other photographers and groups within your community. No photographers you want to work with? Then consider other vendors with the same target audience.
8. Support Your Community: Writing about upcoming community events gives you more traction for giving back. It also helps define your role better as somebody who's helpful. You're likely to find the sponsoring associations for each event you help publicize, who will share your information and help you build more awareness.

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

Can you survive without a blog? Sure, but here's why it's so important. Your website is about what you sell. Your blog is about what's in your heart. The two work together, just like publicity and advertising to help you establish a stronger brand.

Building Traffic for Your Blog - Five Primary Tips
 by Scott Bourne
​
If you're attempting to become (or already are) a professional photographer, in my opinion you need a blog. But not just any blog will do. Your blog needs to be an extension of you. It needs to show off your work for sure, but it also needs to show off your personality.

Once you build a blog, it won't do you much good if people coming to it don't stick around, because you aren't giving them a reason. So here are five ways to increase your blog's audience.

1. Avoid too many ads, too much sales talk, too many banners and too many commercials on your blog. Make sure there is a nice content to marketing ratio. Read your blog as if you were someone else and ask yourself, would I find this blog to contain enough helpful, valuable information to put up with "X" amount of marketing.

2. Publish your blog on a dependable and regular schedule. While publishing new posts every single day will get you a bigger audience faster, it's not a requirement. What is important however, is publishing with consistent frequency. Publish every Monday, Wednesday and Friday for instance and let your audience know the schedule. Whatever day(s) you promise to publish, stick with it so people know there's a reason to come back and more importantly, so they don't forget your message.

3. Tell stories. Be engaging. Talk more about your subject expertise or your clients than yourself. Make sure your content solves a problem for someone else, not for you. Narrative is a powerful form of communication. Use it.

4. Be yourself. You can't make a blog work unless it's honest, transparent and truthful. It has to be written from your very own true perspective, NOT the perspective you THINK people want to hear. It's way too hard to be someone else and to keep it going. Just be yourself. Not everyone will like what you do. Don't worry about that. There's a big world out there. You only need to reach the people who DO like what you do - the rest can head on down the road to find someone or something else. Life goes on.

5. Be helpful. Make sure every blog post provides the possibility of help to your audience. Your content has to be useful, or nobody will care about it. The more targeted, and niche oriented, the better. The more problem solving the better. 

Do not follow where the path may lead.
​Go instead where there is no path and leave a trail.
Ralph Waldo Emerson

by Skip Cohen

As I've shared several times in past posts, Sheila and I read something motivational each morning from one of the books we select each year.  I've got Lou Mitchell to thank for the quote above, and he went on to write:

...Following well-trodden paths can lead to conformity, while blazing new trails fosters innovations and personal fulfillment. By daring to be different and create our own way, we contribute original ideas and inspire others to do the same.

When was the last time you worked on something completely different from what you do every day? We get too comfortable in our routines and fail to seize the opportunities that come along to take a different path. Then, one day, we start to lose interest in whatever career path we've been on...our heart just isn't in it, yet there are people who depend on us, so we keep trudging along.

If you're in a rut, then it's time to take a break - step back and think about what might be missing. Use the innermost circle of your network as a sounding board. Your most trusted friends know you the best, but so often we're afraid to ask for help. The point is, you're approaching burnout, and mixing things up a little might be just what you need most. Maybe it's just taking time off to chill and reflect on future paths.

Years ago, Dean Collins, one of the industry's most innovative commercial photographers and educators, was asked, "Aren't you afraid people will copy everything you're teaching and do the same thing you're doing?" Dean's answer, "By the time they do, I'll be onto something else!"

Here's my point - technology never stands still. Every day, new doors open in capture and post-production. At the same time, consumer demand to capture memories never slows down. As a photographer or videographer, you're an artist and magician - you help people capture the intangible and create tangible proof that time can really stand still.

It's a big responsibility and loaded with fulfillment if you do it right. But again, as I've written in the past, you can't create images that tug at people's heartstrings if you're own heart isn't in it.

Blaze your own trail in life. Make your own choices and make your own mistakes.
It's the only way you'll find your own happiness, not someone else's.
M. Leighton

by Skip Cohen

Today's post is about the diversity of your skill set. Out of the pandemic came the key buzzword "pivot," and while we're all tired of hearing about its importance, it doesn't change the significance of having the strongest possible backup skills. You want your skill set to be as diverse as possible to meet your clients' demands, so you can pivot when necessary.

I don't know where I heard the line about growth only happening outside your comfort zone, but it's so true. Here's the cool thing about this industry: we have a history of watching each other's backs and helping each other get through all the challenges. But it starts with your willingness to expand your vision and with it your skills.

Here are some suggestions:

• Learn lighting: We all know what it means when a photographer describes themselves as a "natural light specialist." It means they're afraid of studio lighting. Don't let your lack of skills undermine the quality of your work or your ability to exceed customer expectations.
• What's in your archives? As I've written several times before, take advantage of those great images you have of past clients and events. And if you're stuck on ideas, just call your lab and ask, "So, what's new?" Even a canvas print may be an old application for you, but it might be terrific for a client who wants to share or display an image they've forgotten about.
• Moving outside with prints: I've written a lot about Bay Photo's Performance EXT Metal Prints and have three of them outside my home around the pool. (Remember, I live in Florida.) So, clients with porches and patios, restaurants serving outside - they all need your expertise to help decorate.
• Pay attention to the fine art world: There's a thin line between stunning fine art images and your skill set displayed with some of your images. Follow a few fine art photographers you know and pay attention to how they're framing their work for final sale. The key is often in the presentation, not just in the print quality.
• Diversity in capture and post-processing: Do it with some logic. For example, add black and white images to your gallery, but not just for the sake of changing, but because the image you've chosen to share really has more impact in B&W. Whether you've dragged the shutter, pushed the exposure, shot in infrared - make it a point to show a few images that are different from most of what you show.
• Learn video: Every digital camera can capture video as well as still images. It's another expansion of your skill set and also a key to your marketing. There's very little that beats a video of you talking about your business with still images, video, and great music combined.
• USE YOUR BLOG: Okay, it's last on the list, but only because I almost missed it. Your website is about what you sell, but your blog is about what's in your heart! A well-done blog can still be effective in your marketing efforts. Give your clients gift ideas using photography, share tips on how they can capture better images this holiday season, and be helpful.

What you show is what you want to sell. Shakespeare said it best,