"It'll be my luck that when my ship comes in, I'll be at the airport!"
Unknown

by Skip Cohen

​It's Marketing Monday, and it's very close to the last few days to do anything that will impact 2024. Yet many of you still act like the train doesn't leave for weeks, and you have all the time in the world. The reality is that you're just about out of time.

There are still a few things you can do to have an impact on what's left of this year and start a little foundation work on 2025!

• Business Expenses: Talk with your accountant first to confirm - but until December 31 at midnight, if there are business expenses you need to make that are deductible, NOW is the time to invest. And with gear, while I usually suggest waiting until closeout sales in January, there are some remarkable deals going on right now.
• Donations: Everyone is always thinking about cash, but what about gear you no longer use? There are so many schools and organizations that need equipment but don't have the budget. Again, check with your accountant to understand what might be tax-deductible.
• Travel Planning: Are you headed to IUSA or WPPI in 2025? Get your hotel and travel reservations if needed, and start to plan a few lunches or dinners with friends and associates. Once at the convention, it's always hard to pull people together - so look at the schedule now and put a few plans in motion.
• Holiday Cards: This is the week to get them in the mail. They should NOT be store-bought cards but your own images. On the back, your logo and contact information should be displayed, just like on a Hallmark card.
• Social Media Updates: Whether it's your website or social media pages, if you have dated material expiring at yearend, then let's get things set up to be up-to-date on January 1!
• Photojournalism: There's so much going on in every community this time of year...and you're a photographer! It's the perfect time to build your own stash of images to share when you're wearing the hat of being your own content creator. 
• Community Involvement: From food banks to soup kitchens to Meals on Wheels and everything in between, every nonprofit needs help this time of year. It's not too late for you to help...and while you're there, add a few photographs of you being involved. They're perfect for posts later in the new year, as well as showing support for some of the events in your community.
• January Events Calendar: One great way to keep involved in your community is to have an events calendar on your website. Being like the old town crier is a role each of you should be playing with the nonprofits in your area. With each event you capture and share, you create an ambassador role for yourself and build a profile that says, "This is my community, and I'm NOT just another retailer!"

Here's my point today - Procrastination is NOT a strategy! You've still got time to tie up a few loose ends and add to your foundation for success in the new year, as well as impact your brand for 2024. But, sit on your ass, and you'll miss the train - it's no fun watching it go by and not knowing when the next one's coming along!

Nothing makes a person more productive than the last minute!
Anon

YOU ARE NOT FOR EVERYONE
Fitting in is overrated. You are not for everyone, don't strive to be.
Cyndie Spiegel

by Skip Cohen

​With the Thanksgiving holiday coming up this week, it's a short week, but certainly not light on being busy. While there's not a lot of time left for any business to do very much to capture more of 2024's seasonality, there's still a great point to make about your artistic and business philosophy.

In early October, I shared a blog about being comfortable with the word "No." Not everyone is your client, which makes turning some business down necessary when the request is too far outside your goal or even your comfort zone. But I want to share a more profound message in today's post, and it's all packaged in Cyndie Spiegel's quote above.

A few years back, my good buddy, Terry Clark, made a point about success: "The best thing to do to survive and thrive is find what everyone else isn't doing and do that thing." Stop doing what everyone else is doing, and use your creativity and passion for the craft to stand out from the herd!

We all desire to fit in, but when everybody fits in, most activity becomes a commodity! Your goal as an artist and small business owner is to be unique, exceed customer expectations, and make yourself habit-forming!

Don't compromise your goals and aspirations for the sake of being in line with what everybody else is doing!

I thought fitting in was something I had to fix. Now I see it as my superpower!
Maxime Legacé

No matter how brilliant your mind or strategy,
if you're playing a solo game, you'll always lose out to a team!
​Reid Hoffman

by Skip Cohen

​I've written a lot over the years about partnerships, but there are still so many of you who believe marketing is a DIY sport. You insist on flying solo, believing it gives you maximum control over success. Sadly, being a "one-man band" limits your reach, creativity, success, and often reaction time.

Partnerships give you an edge because you can draw from each other's creativity, databases, brand awareness, and skill set. 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, either saving money or 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.

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've also got 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 anybody who was 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 compliment your style helps build strength and brand recognition in the category. Sooner or later, you're going to send another photographer a referral, so why not build the relationship now?

Right now, everyone is dealing with the same challenges - trying to wrap up as much business as possible before the year ends. With the holidays and the spirit of seasonality, it's the perfect time to start planting seeds for 2025 and consider some strategic partners to grow your business and in turn, success!

The strength of the team is each individual member. The strength of each member is the team.
Phil Jackson

Greatness happens when the person with the wild imagination
collaborates with the person who knows how to get things done.
Unknown Author

by Skip Cohen

It's Marketing Monday, but with the clock ticking down to the holidays, there's not a lot of new ideas to share that I haven't written about already. You're down to the wire, but there's still time to influence late shoppers with gift ideas. With Thanksgiving next week, there's not a lot of time to influence business for 2024...but there's more potential out there.
 
A Holiday Family Portrait is the obvious choice, but unless you plant the seed, Mom's not going to think of it. You've got so many great options: a portrait of Mom and the kids for Dad, a full family sitting for the grandparents, or even Dad and the kids for Mom. While Dad isn't normally the target, Dads do have a reputation for last-minute shopping. 

It's Not Just a Photograph - This is where a call to your lab comes into play. You're not just planting the seed to get a new portrait done. Just pick up the phone and ask, "So, what's new?" You've got metal prints, canvas wraps, and a long list of other materials, not to mention frames, multiple sizes, etc. Even novelty items like mouse pads, coffee mugs, and barbecue aprons can come into play with a great image.

Outdoor Metal Prints: I've written a lot about this - it's another classic product with an opportunity to provide a totally new concept to so many potential clients. I'm a huge fan of BayPhoto's Performance EXT metal prints. We've had three of them outside for several years and only taken them in during hurricanes. They've survived the Florida sun and rain with no visible fading. ​

What About an Album? A Day in the Life session isn't just about photographing kids. What about an album that's a day in the life of a family? You've got an opportunity to plant an incredible seed with this one - spending a half day and documenting the life of a family, which is then presented in an album that tells their story. And it's perfect for the December holidays!

Date Night: I've written about this before, but here's where you get to remind Mom how long it's been since she and Dad got out to dinner without the kids! She's got to get the sitter, but it's another idea you've got to promote.  It all starts with a portrait session for 15-30 minutes at the start of the evening, and then you're going to send the couple off to dinner. Talk to the owner of a favorite romantic restaurant in your community and see if they'll work with you on a discounted gift certificate.  Build the cost of the certificate into your price for the sitting and print. Make it a package deal that essentially becomes a "no-brainer."

Gift Certificates: Just like those endless kiosks in CVS and every supermarket where they're stocked full of gift cards, you can do the same with the various products/services you offer. And it's perfect for last-minute gift ideas, making you the hero in capturing and creating a new family heirloom: a classic family portrait!

Here's the bottom line—this is about your bottom line. While time is extremely limited at this point, you still have time to make each idea work. But like the title of today's post suggests, procrastination isn't on your side—you've got to get things going right now and get the word out. Start with your existing client base and then look at other sources to reach your target audience.

The clock is ticking, and like I said at the beginning, don't snooze and you won't lose.

by Skip Cohen

It's Friday, and for us, it's definitely a TGIF kind of day. I've been AWOL for this past week with travel, a few challenges, still cleaning up after Hurricane Milton and having to prioritize writing blog posts. If I've learned nothing else in all my years in business, you simply can't do it all. However, except thinking about the possibility of one more major storm in Florida, I've got a clear head, and it's really good to be back!

The catalogs above were all in yesterday's mail—ten different companies, of which only five have an actual purchase history with us, and three of the five were at least three years ago. But once they have your name, they don't give up!

One common denominator is all the specials—from free shipping to significant discounts to buyer clubs, they're covering virtually every imaginable benefit of ordering early and making them your choice for the holiday season. There's so much we can learn from these companies.
​

• Planning: They have their act together regarding what they want to offer this holiday season. All of them started at least six months ago. If your timing has been off, and you're still undecided, use the time ahead to start thinking about what you want to do for the winter and spring...NOW. And there's still a little time to create a few well-placed reminders of gift ideas for 2024 using social media.
• Diversity: Several catalogs feature more than just the standard product line they're known for, but things outside their normal business, focusing on holiday needs. For example, gourmet foods and clothing show up several times in companies not known for these products.
• Timing: While yesterday was a big day for catalogs, we've been receiving 6-12 a week since just before Halloween. On a trip to Costco just before Halloween, they had a few Christmas trees, decorations, and lights already on the retail floor. In terms of email - everything is early this year. The justification seems to be that "Thanksgiving is late this year...so Black Friday is coming early." 
• Getting through the noise: While the direct mail catalogs prompted me to write this post, my email has been flooded with the same promotional material. My point is that everybody uses every vehicle to cut through the noise and get your attention. Sadly, because they're all doing the same thing, they're the ones creating all the noise they want to cut through!
• Photography: Whether it's tabletop commercial work, food, or clothing working with models - from the covers to the pages inside, most companies have done their homework regarding how their products are presented, along with the accompanying text.  

It's Friday, and I don't want to bury you in detail, but here are a few lessons you can learn from looking at your snail mail catalogs:

• There's no such thing as over-planning your promotions. Start early and think through your marketing approach ahead of the crowd.
• Pay attention to the text and descriptions of the offers and the products. Over the years I've seen so many promotions from photographers, that were barely understandable. Proof-read what you're sending out, but more importantly have a few other people read what you've written. 
  
• If you're a one-trick pony, it's time to diversify a little. Include a few logical specialties outside your core focus. A wedding photographer, for example, should include coverage of maternity, newborn, and children/family work. And if you don't have the skills or desire, look for a partner with those skills. 
• Create your own calendar to share the excitement of seasonal offerings. Start planting the seeds early, using social media, and then expand to direct mail and more intense email as your promotional dates get closer.
• You can't do anything about the noise out there, but you can do things that stand out and help create top-of-mind awareness for your business. For example, this is the perfect time to remind the community of your involvement. From charity walks to community fund-raising drives, be involved and then share your experiences on your blog, FB page, Instagram, etc. 
• Make your presentation stand out by showcasing the diversity of your products/services. Vary the images you share on your website, but keep them in line with your overall specialty. Show color, black and white, and technical skills like macro, dragging the shutter, etc. You don't need to step too far away from the basics to get people's attention. This should include traditional prints, canvas, metal, albums, and even videos, especially holiday cards.

Here's the bottom line - no matter what your specialty there's always time to keep your name out there and remind people what you do for a living!

​No matter what you celebrate - Don't procrastinate your way through this year's holiday season.

Wishing everybody a terrific weekend ahead!

by Skip Cohen

Forty years ago, at a Polaroid meeting, one of the managers was late. Someone yelled, "The power went out People were asking where he was when someone yelled out, "He's stuck on the escalator!" That set off a lot of chuckles. 

While looking through some old posts this morning, I ran across the escalator story I shared ten years ago. It's still so relevant, especially when I found the original video on YouTube. And while the quality isn't as great as what we're used to, it still makes the point!

Most of you know where I'm going on this one...

If we learned nothing else through the pandemic, learning to pivot is one of your most valuable business skills. Stop acting like you're stuck on the escalator when something doesn't go as planned! Over and over again, I keep running into new and well-seasoned photographers who simply hit the panic button when something doesn't go as planned. We're an industry with too many "Chicken Littles," and the sky is NEVER falling.

When you don't get the results you hoped for, you get to take a "mulligan" and another swing at the ball. It's not your only shot. Yes, there are some projects with more on the line than others, but the most remarkable thing about being an entrepreneur is having a chance to try things a different way.

One more analogy: Learning how to scuba dive isn't about swimming underwater. In fact, it's a relatively easy sport to pick up.  Learning to dive is really about knowing what to do when something goes wrong. In the same respect, being a professional photographer is all about knowing what to do when something doesn't go as planned - it's the reason to ensure your skill set is the best. f

You will make mistakes with marketing, promotions, social media, your blog, your website, and running a business. People are going to let you down. You're going to have moments of disappointment. Here's where all those trite one-liners about falling and getting up come into play.

Even more important is the way your network can be involved. Keep building your network and, in turn, utilize it when you need support. Don't be afraid to hit the "help button" and, oh yeah...I'm in your network, too. If you're stuck and need help, ask for it!

by Skip Cohen

​For years, I've been writing about one of the very best (and easiest) marketing tools for professional photographers and small business owners - a personalized holiday card. Well, I'm back one more time for 2024 because we're down to the wire. If you're going to get your card out in time to have maximum impact on brand awareness, NOW is the time to be working on it!

Here's why: NO PHOTOGRAPHER SHOULD EVER SEND OUT A STORE-BOUGHT CARD! You're an artist and should be using one of your own images. Don't trust your holiday message to a card company.

The concept couldn't be easier to pull together: It all starts with one of your images on the front of the card, and it can be anything you feel is relevant. Maybe it's a picture of you and your family, a still life shot, a landscape sunset or sunrise, or a macro shot of a flower you are proud of. The point is it's one of your captured images.

Inside the card is a pre-printed message and signature. The back of the card is just as important. Just like the old Hallmark commercial that had people looking for their logo on the back, it's your company name and contact information. And there's no such thing as too much information - show your email, website, and phone number. If you have a standalone studio, this is where the address goes.

​For years I've been sharing the holiday cards from Bleu Cotton Photography, always featuring Ali, Bleu, and Fisher. If there were an Oscar for holiday cards, they'd be the winner every year. But featuring themselves with an annual theme is just one approach.

A personalized holiday card is the perfect way to build more brand awareness and make your skills as an artist stand out in the community. Plus, it's ideal for a hand-written message for those special clients and influencers you're sending a card to, personalizing the card even more.

And for those of you rolling your eyes over the idea of doing anything snail-mail - think about how many emails you trash every day that never get opened. A great card is an outstanding way to get through all the noise and remind people what you do for a living. Plus, people save holiday cards and typically have them on display right through the holidays.

Marathon's annual holiday card promotion just kicked off this month and runs through the end of the year. That gives you plenty of time to put your images together with a special holiday message and have them in the mail on time.

Over the years, I've featured cards from so many different photographers. The challenge for you is to stop procrastinating and think about what you're using this December. So, what are you going to be sending out for 2024?

Remember, you snooze you lose!

The only limitations you have are the ones you've imposed on yourself.
Cyndie Spiegel

by Skip Cohen

​TGOO...(Thank God October's Over!) 

It's November, and that sense of wonder that comes with holiday seasonality is definitely in the air. Plus, it's Friday and the perfect time for a quick thing to think about—it's all in that quote above. The majority of our limitations are self-imposed!

Years ago, a young photographer said to me, "I'm a little guy and just getting started." As he continued to talk, he highlighted how much he still had to learn, what equipment he didn't have yet, and his limited network. In all honesty, it was one of the most frustrating presentations I've ever heard, as he then asked me to look at his portfolio.

He was missing self-confidence and remembering that everybody had to start somewhere. And what makes great artists even greater is all about their passion. I found myself responding by quoting Zig Ziglar: 

Here's my point - Too many of you, as both artists and small business owners, put limits on what you can and can't do. For example, financial issues like investing more in marketing, often become a lifeboat drill as you worry about the return on your investment. Yet, if instead of flying solo, you brought in two partners for a blow-out direct mail campaign, you'd cut your costs to 1/3.

Imaging as my buddy Scott Bourne once wrote, dis an equal opportunity employer - in other words, you're judged on the quality of your images, not on your pedigree! It doesn't matter how much you're worth, your race, or your age - people are going to first look at your work and know nothing about you.

So, if your dreams seem a little out of reach lately, take a break. Step back, think about what's slowing you down, and then start working on solutions.

Build your own dreams, or someone else will hire you to build theirs.
Farrah Gray

Wishing everybody a terrific weekend. If you're in Sarasota, the Alzheimer's walk is tomorrow. Here's the link for more information.

by Skip Cohen

​It's Marketing Monday, and as I sat down to write today's post, I started thinking about what I could possibly write about that I haven't hit hard so many times in the past. Almost immediately, I thought about a concept I first talked about many years ago: a Day-in-the-Life shoot. Why? Because November and December are the perfect times to capture this kind of story.

• The concept is totally dependent on storytelling. Like capturing a wedding, a Day-in-the-Life shoot is event-driven and all about building an album.
• Creating an album to tell the story adds to the excitement and anticipation of the season.  
• A session like this utilizes all the skills of the photographer. From portraiture to photojournalism, it brings into play technique, lighting, and composition - everything it takes to tell the story of a family's adventure.
• It's a unique offering and can be an ideal revenue producer.

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

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

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

A goal is just a dream with a deadline!
Drake

by Skip Cohen

After all these years of posting marketing and business ideas, every now and then there's something that merits a repeat performance - especially with seasonality ramping up right now!

Most of us fly by the seat of our pants. We're reactionary and respond accordingly to whatever good ideas and, too often, bad ones come our way. Then when an idea doesn't produce the results we hoped for, we withdraw until we regain the confidence to try again.

Let's go straight to the "brass tacks" of whatever it's going to take to make you smile about your business at the end of the year! Here are four different ideas:

• Holiday Cards: There are two sides to this - first, there are cards for your clients. It starts with you as their photographer planting the seed for the idea. Second, there's your personal card - and to have an impact, get it out early. Use one of your photographs, and on the back of the card, just like the Hallmark logo, share your contact information. (And keep an eye on Marathon Press - they usually do a BOGO offer on holiday cards, which will give you the potential to lower your cost and increase revenue!)

​​

• Video Cards: It's a great product to offer your clients. A video card should be part of your ongoing services. Here's one of my favorites from Suzette Allen's stash on YouTube. And while it's a little dated, the concept couldn't be more fun or memorable for the clients. "Expecting Teddy" is with a maternity theme and gives you another application outside the holiday theme. I'm just trying to provide ideas - because there's no limit to things you could be doing this year to get your clients excited. Remember what I've quoted numerous times from Bev and Tim Walden - "You're not selling a portrait session, but an experience!"

Today's post is out of the SCU archives. I'm sharing it, not because I didn't want to write something new today, but because the topic seems even more relevant. As the industry changes, it's taking more and more creativity to make your work stand out. Yet the basics for success NEVER change.
​

by Skip Cohen
​
A few times over the years, I've referred to myself as one of the luckiest guys in the industry. One example is having the privilege of working with all four of the icons above. Don Blair and I wrote our first book together. I have dozens of Monte stories from so many different workshops and programs. Avedon made me lunch once in the flat above his studio, and Scavullo's dog tried to take a piece out of my leg on a couple of different visits.

I chose these four because I had the privilege of spending time with them, and there are so many of you who never got to see them in action. There are so many other artists for each of us to remember, along with contemporary icons active in the industry right now.  The common denominators between all of them are the traits below.

Kicking off the last quarter of the year, it's the perfect time for all of us to remember the ingredients that made those four above iconic, along with the traits of so many younger contemporary artists we admire today.

Image Quality:  They NEVER compromise on the quality of an image. Exposure, composition, expression and impact are as consistent as the sun coming up every morning. 

Lifestyle Quality:  They maintain a lifestyle of giving back and a strong sense of family and friendships. They have integrity, they have poise and they follow through on their promises.  They also surround themselves with people with similar commitments.

Loyalty:  Whether it's to the vendors they work with or their friends, their loyalty is rarely questioned.  Everyone watches each others backs and the mutual respect and admiration, at least from my perspective, is pretty much unmatched in comparison to most other industries.

Humor:  They don't take themselves too seriously. Think about any program you've attended that you loved and learned something - I'm willing to bet you laughed...a lot.  Today's photography icons are comfortable with admitting when they do something stupid, have fun with a client or completely screw up a job and live to tell about it.

Humility: Not everyone has it, but even those few we might consider a little arrogant - if they knew how they were being perceived they'd be upset and ready to work on a different persona.  So, I'm not sure if the quality I'm trying to describe is humility or a willingness to listen, but they've got it.

Confidence:  They believe in their abilities, their willingness to learn new skills and they understand their camera gear and photography cold - there's no second guessing and no "chimping."  Even when they talk about a new idea or technology, you'll pick up a unique tone in their voice, almost as if they've been shooting that way for years.

Diverse Skills: It goes with confidence, but there's nothing they can't shoot.  We might know them as a portrait photographer and then we'll see work that's fine art, landscape or architectural - they refuse to be type-cast into any one skill set. They may have a signature specialty, but none of them are one-trick ponies. They're always experimenting with new technologies and growing their skillset. 

Passion: It's the last word on the list, but it drives everything they do!  It's not just about photography, but about life in general - they simply never stop loving the craft, their lives, their friends, families - you name it and passion is what drives them to succeed.

Here's the bottom line - how do you stack up against the ingredients? Or more importantly, how do your customers feel you stack up?

Happy Hump Day!

by Skip Cohen

It's Marketing Monday, and I thought it would be helpful to create a checklist of things you should be doing or, at the very least, planning.

1. Your Holiday Card: No professional photographer should ever send a store-bought card. Use your holiday card to show your work and remind your audience what you do for a living. 
2. Blog and Social Media Messages: Now is the time for SNL's "Subliminal Man" to crank up the volume. Use your social media and blog to create content with reminders about photography as a holiday gift. It's a simple, direct approach: "So, what are you getting for grandma this holiday season?" Use photography with examples of great gift ideas.
3. Client Holiday Cards: Whether a printed direct mail card or holiday video, both need to be in your offerings for the holiday season. And keep an eye on Marathon Press because they always have a BOGO program on holiday cards! 
4. Client/Vendor Thanks: Throughout the year, a few people have helped you beyond normal referrals. Whether it's with a gift basket, flowers, or taking a vendor to lunch, make it a point to reach out and let them know you appreciate their support.
5. Partnerships: With any project, having partners reduces your cost. Whether a direct mail holiday promotion or sharing the cost for a holiday party in the community with a partner or two, each of you becomes an ambassador for the concept, and you increase your reach.
6. Your Client Archives: Most of you are sitting on a gold mine and don't know it. Those archived images from the last year or two have value to each client. But you have to plant the seed of what to do with them. How about a personal letter with a printing special on canvas or whatever new technology you think your audience will find exciting? 
7. Holiday Portrait Sitting: Dean Collins used to contact the senior executives at companies he had worked with earlier in the year. He did a free holiday family sitting as his way of saying thank you. And David Ziser would contact past bridal clients for a free holiday/anniversary sitting. Imagine the excitement of a bride a year after her wedding when she gets a call from her photographer for a free holiday sitting! 
8. Who's Photographing this Year's Kiwanis Holiday Party? Every community has multiple associations, such as Kiwanis, Rotary, Exchange Club, etc. Now is the time to check in with each organization to see how you can be more involved.
9. Teach a Class: How about launching a campaign to clean up your community by upgrading the quality of the photographs everyone is trying to capture this holiday season? From posing tips to composition and lighting, there are so many things you have the skills to pass on to your audience. Doing a live program at a church or community center focused on better holiday images is a perfect way to create top-of-mind awareness of your skills and the services you can provide.
10. Community Calendar: Use your blog, website, and social media outlets to share events in your community. Each event you promote makes you an ambassador for that organization, again creating more brand awareness.​

No blog post could include everything you should be doing, but it's a start. Stop procrastinating and start doing!

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

Marketing is about brand building. It requires a huge commitment and establishing and never-ending stream of awareness with your target audience. Professional photography isn't just about capturing great images, but creating an experience with each client. It's about exceeding their expectations and, as I've written so many times, making yourself habit-forming.

Too many artists focus on pricing and promotional packages, putting less emphasis on everything else in their business. Building a strong brand needs to obviously include a technical skill set for capturing stunning images and telling a client's story, but that's only the tip of the iceberg. Trust, integrity, communication, and accessibility are all key components—all of which go beyond your logo, website design, etc.

​I chose the quotes in today's post because each one hits on a different aspect of building brand awareness. Take a few minutes to think about your brand.

How can you make yourself stand out from your competitors? What can you be doing to make sure people recognize your business as their very best choice? What are people saying about you when you're not around? What are they thinking when they see your name or hear about you from another consumer?

by Skip Cohen

Great Customer Service is one of the best tools for building your business—when it's done right. That means quick response time, solutions that make sense to the customer, and an attitude that shows your sincerity, passion for the craft, and respect for the customer.

But done wrong, like Buick is currently doing with me, it undermines everything a company does. Here's the short backstory:

I took my car in for service. The check engine light was on, and it turned out to need a new turbo. It's only got 30,000 miles on it and has not been driven hard. It's a warranty repair, but the car shouldn't be driven for long distances. Buick has no idea when they'll be getting the part, and the dealer forecasted the end of September—maybe! So, I contacted General Motors.

At 8:15 pm last night, I got a call from General Motors. This was the third time I was told a call that was supposed to come to me earlier hadn't happened because they had technical phone problems! In addition, the rep from corporate told me they still have no idea when they'll have the part but promised to keep me informed!

Meanwhile, I had already heard from the dealer a couple of days ago. They found the part at one of the GM plants, and it's already been shipped. Buick at the corporate level had no idea what they're doing! 

But this saga is not without a bit of humor - the General Motors Facebook page just sent me this notification since I've been actively complaining about the terrible service. Rising fan? NOT!

Buick's corporate approach is an excellent example of  what NOT to do...but here are a few tips that are important to building your business:

• Response Time: Do you check your email and phone messages multiple times each day? You need to respond quickly to set yourself apart from your competitors.
• Get Your Facts Right: You'll accomplish nothing if you don't take the time to listen and understand the customer's problem. 
• Finding Solutions: Whether it's you or a member of your team, work to find solutions to challenges quickly. And when there is a problem, NEVER hide from an angry/frustrated customer.
• Don't Over Delegate: I'm on my third "advisor" from General Motors. This new person is from another group, the Part Delay Department. Apparently, I'm supposed to feel good that my complaint has been escalated up a level of importance. What good is escalating it if nobody takes responsibility and is always pointing the finger at somebody else?
• 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!" 
• 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, I still don't understand the purpose of Buick having Customer Service at the corporate level if nobody has any power to do anything!

Here's my point in today's post: Customer Service should be one of your greatest assets—make your word mean something. Don't "buick" people (yes, I did just make it a verb!). When there's a problem, confront it quickly and contact the customer with solutions, not excuses. ​

Customer service is the experience we deliver to our customer.
​It's the promise we keep to the customer.
It's how we follow through for the customer.
It's how we make them feel when they do business with us.
Shep Hyken

by Skip Cohen

​While truly great food photographers have always been hard to find, the demand for their services ramped up dramatically during the pandemic. Dine-in restaurants took a huge hit and had to offer carryout service to survive, but very few of them had photographs of the dishes on their menu.

There was also a secondary challenge - carryout wasn't the only demand. Outdoor seating became a necessity. Thousands of restaurants set up makeshift outdoor dining areas never anticipated for hosting guests - alleys, parking lots, sidewalks, and driveways became "patio" dining rooms, often with all the mood of a truck stop garage. An opportunity for exterior decorating using large photographs started to grow.

We've all eaten in those pop-up outdoor cafes - they always need improvements in ambiance. Often, just a few large prints placed on easels would brighten up the "room." They don't need to be of food, and could be of areas in the community like parks, buildings, and various events, for example.

How many restaurants are there? Asking that question, Google took me to a great website loaded with statistical data starting with an estimated 750,000 restaurants in the United States.

Webstaurantstore.com was loaded with great information. I was able to dig a lot deeper into the potential demand for photography. For example, in the U.S. survey data showed that 77% of consumers check out a restaurant's website before ordering online, and 82% of American restaurants use social media marketing.

Need a little support to build your skills in food photography? I pulled links for two great books on food photography by two artists who I deeply respect, Andrew Scrivani and Joe Glyda. Plus, there are forty-three articles on the Playpod blog about food photography. One of them by my good pal Bob Coates. Just click any of the thumbnails below for more information.

by Skip Cohen

​It's September, and business is ramping up as we approach the strongest stretch of seasonality in imaging. There is so much you should be doing RIGHT NOW. Make sure the seasonality of the holidays doesn't slip by because of your complacency, which has become typical for those of you who think procrastination is a strategy.  

1. Holiday Cards: Too many of you still miss the opportunity to send out a holiday card featuring your photography.  There are two different audiences to consider. First is your personal card to friends, clients, and associates. This is one of the easiest marketing opportunities in business—it has one of your photographs on the front, a message from you on the inside and on the back, your logo, and contact information.

Second is holiday cards for your clients. Whether a printed card or a video card you produce, nothing happens if you don't plant the seeds of ideas with your audience.

2. Gifts for Key Vendors and Clients: Consider who's helped you the most over the past year. Now is the time to recognize that wedding planner, florist, etc., who sent you some great referrals.  A simple basket of goodies or bottle of wine to acknowledge your appreciation might be just the thing to say "Thanks!" 

3. Is it time for your own marketing video? You don't have to wait until January to start a new year. How about reaching more clients NOW? I'm a big fan of marketing videos showing a photographer's work with images and short video clips put to music and shared on your website and About page. Think about the narrative for a short video - the concept is about you sharing your personality and love for the craft.

4. New Products for Your Audience: All it takes is a call to your lab and one question, "What's new?"  Also, just because products like canvas prints are old to us doesn't mean a beautiful canvas print isn't going to be cherished by a client. Then there's everything else your lab can do today with new materials, and your target audience knows very little about what's available!

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

6. Content for Your Blog: Develop content about gift ideas using photography this holiday season. It's like "Subliminal Man" on the old SNL show. It's up to you to get your audience thinking about the perfect gifts, especially for the more senior family members - nothing beats a new family portrait for Grandma!

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

7. Community Involvement: Community events are everywhere! Here's another opportunity for you to be involved. If you want your community to be good to you, well, you've got to be good to your community. Look for ways to help spread the word about events in your community. Everyone needs all the help they can get, and your blog is just the vehicle to provide additional support.
 
We still have a couple of months for you to get through the noise and spark some ideas with your target audience. There are so many opportunities for a strong finish to 2024, but getting the word out is all up to you.
​
You snooze, you lose!