You can't create images that tug at people's heartstrings if your own heart isn't in it!
Skip Cohen

by Skip Cohen

I've made that statement a few times over the years, and it's so true. As a professional photographer, you've chosen a career path that requires interaction with clients, whether they're in front of your camera or interacting in business negotiations.

With the time change last weekend, I'm having a harder time than before adjusting to waking up in the morning. I was trying to sleep in a little this morning, getting up at almost 7:30 rather than the usual 6:30. What got me up was the noise of a delivery truck backing up across the street and the annoying beep.

Wouldn’t it be great if the human body was equipped with a backup signal?  All we need is a simple device that just lets people know we’re “backing up”. The more I thought about it, the more I realized the problem. It isn’t letting people know we’re backing up, it’s accepting that we should back up in the first place!

I’ve seen so many photographers, determined to stay on the path they’ve chosen, who are miserable. They’re determined to prove a point and stay true to the road they’ve chosen to travel when a slight turn or even starting the journey over would put a smile back on their face.

I’ve met wedding photographers who admit they hate weddings and “would have loved to be shooting commercial work, but the money just wasn’t there!”  I’ve talked with studio photographers doing portraits who wish they had “the variety of situations wedding photographers get to enjoy!”  Then there are thousands of photographers who insist on running EVERY aspect of their business, never considering outsourcing tasks that take them away from what should be their core, shooting and marketing themselves.

Here’s my point:

Don’t be afraid to change paths. Stop feeling like you have to not only inform the world but also get everyone’s opinion. You need to believe in yourself!

Many years ago, my good buddy, Matthew Jordan Smith, when I asked him for a quote for new photographers just starting out, said, “You’ve got to find your own voice!” I guess I want to change that slightly – yes, you have to find your own voice, but then you have to listen to it!

You can’t please everybody, and you’re only one person. The only person you really have to keep happy is the one looking back at you every morning in the mirror. So, if along the way you have to change your path to increase your personal satisfaction, then go for it!

Your most important client is YOU!

by Skip Cohen

​I just finished listening to this podcast from the past. What I like most about it is its relevance. There is no spoilage in great service and building a solid brand in your community. This podcast is especially jam-packed with ideas, as Scott and I wanted to get a little more specific. We shared ten tips to help you build a stronger business.

But looking through the SCU archives, I found another short gem from a guest post Scott did many years ago, related to the importance of making sure your customers know you care and that you know your customers!

Happy Friday!

by Skip Cohen

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

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

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

Here's a check-off list for your business:
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• Response Time: Do you check your email and phone messages multiple times each day? You need to respond as quickly as possible to set yourself apart from your competitors.
• Use Your Phone: Rather than always replying to emails in writing, use your phone. Have you tried calling the customer? Often, there are easy-to-answer questions allowing you to react even faster than through the written word. Plus, email and text messages are limited in being able to convey sincerity - whereas a phone call allows you to talk to the customer on a far more personal level.
• Finding Solutions: Whether you or a member of your team is working on it, find solutions to challenges quickly. And when there is a problem, NEVER hide from an angry/frustrated customer. 
• Exceeding Expectations: Every customer interaction is an opportunity. From the quality of the products and services you offer to each inquiry and interaction with the public, never walk away saying, "That's good enough!"
• Speed isn't Just About Your Response: Never assume your website is working the way you think it is. Check things every day on different platforms. Right now, Chrome and Safari have over 80% of the market share.
• You Can't Take It Back: Remember, there are no erasers on the Internet. Don't get into arguments in the various forums on Facebook, for example. You can never really take back an angry post, and you never know who might be a member of that FB group, reading and sharing what you've written.
• Simplicity: Too many of you have policies and disclaimers on your website that would scare an IRS auditor. Keep things simple in your policies. For example, save the discussion on penalties for noncompliance when you're having a discussion about your contract/agreement.

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

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

by Skip Cohen

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

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

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

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

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

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

by Skip Cohen

It's Marketing Monday, and I've still got a few topics left to help you focus on making 2026 one of your very best years in business. Regardless of what the government tells us, costs have increased for almost everything it takes to run your business and live your life. One solution to the challenge and, at the same time, to expand your reach comes through partnerships. You don't have to fly solo on everything it takes to run your business. There are so many opportunities to work together with other companies.

This isn't a new topic at SCU, but one I've written a lot about over the years. It's still the "slow season," giving you the perfect opportunity to build new relationships and strengthen old ones. Great partnerships can dramatically strengthen many aspects of your business.

Here are nine different opportunities/partnerships to consider:
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• Direct mail: A postcard with two other partners reduces your cost by 1/3 compared to flying solo. It expands your reach and awareness by combining the databases of all three partners. Plus, each partner becomes an ambassador for the other two entities involved. It starts with finding partners who share a common target audience. Next, combine your databases, then share the cost for design and production. Last but not least, share the mailing/postage cost. And if you're stuck on a way to get started, call Marathon - they've got a team of designers who have done dozens of mailings like this.
• Soft-sell cross-promoting products and services: All of you who are wedding photographers should be working together with a florist, for example. You should have a link to their site on your website, and they should have one to yours. Portrait photographers could do the same and include a restaurant known for things like a Mother's Day brunch, especially as we get closer to the holiday.
• Hard-sell promotions: It's cross-promoting, but this time with discounts on each other's products and services. If you don't want to do a discount, add something of value, like an extra mini-album for Grandma, an oversized print, or canvas wrap - something with perceived value.
• Contest sponsorship: Work with other vendors in the community to create unique events that raise awareness and support a relevant cause. There's a terrific older post in the SCU archives, thanks to Bruce Berg. It highlights the partnership among three studios during the "slow season" and, as Bruce shared, has been responsible for additional income when things would normally be deadly quiet!
• Start a newsletter: They're so easy nowadays, but somebody has to take the lead. Create a newsletter with gift ideas that tie in photography, flowers, gift certificates to a local restaurant, frames, and other gifts. You've got to plant the seeds for the ideas to create sales.
• Other photographers: I know it's taboo to suggest you work together with another artist when there's barely enough business to keep you going, but together, you can play off of each other's strengths and weaknesses. For example, if you're a wedding photographer and don't do maternity, babies, or pets, find yourself a partner whose skill set fills in the holes you have in yours. Then, design a campaign that promotes one-stop shopping.
• Major equipment purchases: Money is tight, but maybe you want to get into large format printing, or there's an exotic lens you know will make your work different - buy what you need together with another artist. This isn't like the stigma of buying a boat with a friend; it'll save you money.
• Share studio space: Tony Corbell is a perfect example - his studio space includes two other artists. They don't compete with each other, and they split the cost three ways. Granted, one of the artists is his wife, Mandy, but this is about each business paying its fair share. Together, they've got a terrific location and facility that benefits everybody.​
• Share Gallery Space: My good buddy Kevin Gilligan shares space with twenty other artists in Hermosa Beach, CA. The South Bay Artist Collective gives each member the benefit of added creativity, shared expenses, increased exposure, motivation, and networking. Flying solo, none of the participants could afford the space or the promotion of their events on their own. And when there's a gallery event/reception, all the collective's members benefit.

For those of you who are rolling your eyes and thinking there's nobody to partner with because your specialty is so limited, here's a list to work from. I'm sure I've missed plenty, since these are all in the portrait/social categories.
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• Boudoir Photographers: Lingerie boutique, spa, makeup artist, salons.
• Pet Photographers: Pet food rep, animal shelters, pet boutiques, veterinarians, and doggy daycare facilities
• Children's Photographers: Toy stores, summer camps, playgrounds, kids, clothing boutiques, restaurants, pediatricians, or dentists.
• Family Photographers: Family restaurants, decorators, parks, and special events
• Wedding Photographers: Florists, wedding planners, bakeries, salons, bridal shops, limo companies, musicians, tux shops, travel agents, and venues

Stop thinking you've got to do everything by yourself. Business has changed dramatically, but alongside the frustrations, there are unique opportunities for creative leadership. You don't need to jumpstart your business alone - think about the strategic alliances in your community to rebuild together!

by Skip Cohen

It's Marketing Monday, and most of you still think of this as the "slow season." While it might be slow because incoming revenue is down, it shouldn't be a slow time for you as a business owner.

Building a successful business is like putting a puzzle together. Each piece represents another aspect of your relationship with your target audience and the community. No two pieces of the puzzle are the same, but they all fit together. And you need ALL of them to complete the "picture."

Whether you're just starting your business, rebuilding, or looking to do a quick, high-impact jumpstart, NOW is the time to plan and take action. And, your very best marketing tool is relationship building. Yes, you need the skills to walk the talk, and social media involvement is important, but in the end, it all comes down to relationships.

So, let's hit on some dependable relationship builders:

• Community Involvement: I shared ideas on being more involved in last week's post, but it's important enough to deserve another reminder: People like buying products and services from companies they perceive as giving back to the community. Jay Conrad Levinson, the father of guerrilla marketing and the coiner of the term, listed community involvement as one of the top things marketers need to do. The fun part of this is using social media to raise awareness of needs in your community. Every non-profit is looking for support. Use your blog, Facebook, TikTok, etc., to help promote various activities in your community and get yourself involved and known for giving back.
• Finding Clients: Everyone is always talking about finding new customers. Sadly, too many of you forget about your existing database. Take your top 30-50 clients from the past year or two, and start calling them ASAP. You don't need to sell anything. Just call to check in on them. Your goal is simply to see how they're doing. A personalized letter, hand-signed, is another effective approach. What to write about? Talk about your focus on helping them create and capture memories. For most of you, your target audience is "Mom" and she's already familiar with how fast the kids are growing!
• Own Your Zip Code: My good buddy Scott Bourne started talking about this years ago, and it couldn't be more effective today. Pound the pavement and start knocking on doors in the business community. You don't have to sell anything except your personality. And for those who are rolling their eyes and thinking it's lame to approach a realtor in town because you're a wedding/event photographer, how's this for the opener: "I just wanted to introduce myself. My specialty is weddings, but I've got a solid foundation in photography. So if there's anything you ever need help with, give me a shout." Leave your business card behind. You're just touching base to be helpful.
• Start Your Own Online/Live Classes: There are things you do daily as a photographer that you take for granted. Whether live evening programs or online, create your own mini-workshops for the community. Share ideas on storytelling, exposure, composition, lighting, and position yourself as the community expert.
• Get Involved With The School System: Education these days is a mess. As teachers struggle with budget constraints, you have an opportunity to help by taking a leadership role and sharing ideas for the classroom. Track down a few teachers and look for opportunities to be a guest on career day about being a business owner and photographer. Help the student yearbook and newsletter photographers, too.
• Legacy Programs: I've written so much on this topic, but it's perfect for working with kids. Help give them the guidance to become their family's historian. Photographers are the world's great storytellers, so help the kids you work with in the schools to learn the components they need and who should be the "stars" of their productions. This is about helping them capture the stories of their parents, grandparents, and other older relatives, before they're gone. And these days, every kid has access to a phone with both still imaging and video capabilities.
• Be Active on Facebook/Social Media: While we all hate a lot about FB, keeping in touch with clients through social media couldn't be easier, especially with birthdays and anniversaries when they're listed. ​
• Keep in Touch With Your Network: All of you have people you've met at various shows and conventions over the years. Start by making a list of every product you use in your business. Then, do your best to identify a key person at each vendor and start keeping in touch with them. The crew at your lab is one of your most important contacts, but don't forget other artists, your local retailer, and the sales reps for the products you use most.
• Join a Service Group: From the Chamber of Commerce to organizations like Kiwanis, Rotary, and Exchange Club, being involved is a perfect relationship builder.

Your goal is to be a leader in your community and demonstrate why you're everyone's best choice for the services and products you provide. What good is working to create the finest images of your career if people don't know who you are and what you stand for?

by Skip Cohen

​This has been a tough week for everybody, but for me, the challenge was in two parts. First, I got back into doomscrolling and became obsessed with the news. I repeatedly found myself, like so many of you, frustrated over the political scene and what's happened, especially in Minneapolis. Second, I didn't know how to write about anything without referencing what's happening in the world. I would have been sharing the same thoughts you'd already seen a thousand times elsewhere.

Well, it's Friday, and I want to wrap up this lost week with something to think about that's not political and that gives you ideas to consider for the year ahead, the ingredients for success. When you search Adobe Stock for illustrations involving the "keys to success" so many of the images are old style skeleton keys. I find that ironic in that they're old keys, which to me confirms the ingredients for success haven't changed in hundreds of years.

In the process of putting together my "Focus on Success" series, I ran across this short piece thanks to Google AI:

The "7 keys to success" vary by source, but commonly include Commitment, Persistence, Passion, and an Open Mind, often paired with Faith/Self-Confidence, Flexibility/Adaptability, and Gratitude or Discipline, focusing on purpose, growth, and consistent action rather than just material wealth. These principles guide individuals to define goals, stay resilient through challenges, learn continuously, and build strong character to achieve lasting fulfillment.

When I was in junior high, the basketball coach had a sign in his office that said, Winning is 90% motivation and only 10% ability.  That's really the key, which to me all falls under the passion heading.

As we head into this weekend, think about your own profile for being successful in the year ahead. You have the commitment, or you wouldn't be reading today's post. Now mix in your ability to stay focused on how persistent you're going be in good times and bad, your love for the craft, and your ability to keep an open mind and step outside your comfort zone, especially when listening to your clients and meeting their mindsets.

Technology never stands still, and especially in imaging today, your education NEVER stops. Most important of all - when you feel so challenged that your resilience is slipping, don't be afraid to ask for help. Building your business and brand awareness is a never-ending process, but you don't have to do it alone. Stop thinking you have to fly solo!

Wishing everybody a terrific weekend ahead. Stay warm and safe...We've managed to thoroughly piss off Mother Nature, and watching the weather report is like an old Freddy Kruerger horror film. Even here in Florida, there's a 10% chance of snow on Sunday night!

​Happy Friday!

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:
​

• 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.