Marketing is no longer about the stuff that you make, but about the stories you tell!
Over the last few years, I've written this at least a dozen times - Your website is about what you sell, but your blog is about what's in your heart. It's the fundamental difference between these two pieces of "real estate," and done right, your website and blog should work together.
The stories you tell start with your about page and talking about why you love being a photographer. For most of you, "Mom" is your target audience, and she doesn't care about what gear you work with, what awards you've won, or how you got started. She wants to know if she can trust you to capture the kinds of images she wants. She wants to see if you love being an artist or you're just in it for the business.
Next up is the importance of the products/services you sell. Your blog can position the importance of capturing memories, while your website can share ideas on how to preserve and present them. For example, a wedding album isn't a book of pictures - it's the first family heirloom of a new family. As my buddy, Denis Reggie, used to say, and I'm paraphrasing a little, "The flowers will die, the food's been eaten, the gown will never be worn again, but the album is priceless and will last forever."
Talk about the importance of prints. Share ideas on displaying images. Consider an idea like Justin and Mary Marantz do when they "Shoot for the silver frame." It's that one spectacular image that becomes the signature memory maker of the wedding. While every artist does their best to capture nothing but great photos, there's always one that's a show-stopper.
And, if you're having trouble getting clients to understand the importance of printed images, Michele Celentano has made it easy for you. She's permitted you to plagiarize her "I Believe" statement. Here's the link to the first time I shared it on the SCU blog.
Ironically, photographers are the world's greatest storytellers, yet when it comes to selling their services, so many do an underwhelming job of telling their own story!
by Skip Cohen
Regardless of what holiday you celebrate in December, there are some great gift ideas this year for the photographer in your life...or just for yourself.
I won't deny for a second the products/services below are all from SCU partners, but they're here because they believe in education, and helping you build a stronger business. So, as somebody who believes in truth in advertising, these companies live up to their reputation for quality and support for the industry. And I've worked with many of them for a considerable part of my career.
So, whether you're stuck for gift ideas or not, here are some of my favorite show-stoppers for this holiday season:
Platypod - The Perfect Gift
While Platypod is relatively new to SCU, it's a product line and company that's grown near and dear to me. They're more than just an SCU partner, I'm personally active in the company helping them with their marketing, but I also love their product line. I'm having fun with it myself. Nothing is going to break the bank when it comes to the cost, and best of all is the new perspective Platypod will add to your creativity.
From an instant macro/closeup setup like we've shared in posts from Shiv Verma, Don Komarechka, and Larry Becker to simply using the Litra Torch 2.0 lights behind my laptop for better lighting on video podcasts and chats, there's been no shortage of creativity. I love the diversity. And, for travel and hiking, the Ultra with the Benro ball head is perfect.
Wander over to the Platypod website and check out the full product line and while supplies last, this year's holiday specials.
PhotoTexting - Helping to Grow Your Business
Senior photography isn't for every artist, but diversity is! Everyone is looking for ways to grow their business, and PhotoTexting recently launched its new Senior Rep Program. They've made it easy to get started and then build brand awareness based on your best marketing tool - relationship building with seniors and their parents.
As a gift idea, it's a classic and another no-brainer. PhotoTexting is standing behind their products with a great promotional getting started offer - the price of a cup of coffee! Plus, there are dozens of videos to take you through each step of the process.
If you're a portrait artist, growing your senior business can be an incredible experience, not to mention pushing your creativity to the max. Gone are the days of boring headshots! A senior session today is about capturing the personality of the subject and establishing the first step in a new relationship. Done right, that senior will be coming back for other events. Seniors become brides and grooms; brides and grooms start families, and the opportunities go on and on.
Marathon Press - From Marketing to Bella Art Prints
As the industry's leader in support for photographers printed needs, Marathon's grown to be the "new sheriff in town" when it comes to stunning print quality and albums with their Bella line. Going back to when I first came into the professional side of the industry, they were best known for all their support in printed business material - from business cards to brochures to direct mail pieces.
TODAY - it's everything from marketing support with the benefits of MAP, to bulk order holiday cards for your clients; family marketing campaigns, stationery, beautiful prints and albums, and the list goes on and on. They're an amazing company. They never slow down helping photographers with the tools they need to grow their business, and at the same time, create products with incredible consumer appeal. Their BOGO program is going on right now on holiday cards for your own use, or as a finished product for your clients.
Click the banner below and start doing a little shopping to help grow your business.
LUMIX - "Changing Photography"
Four years ago, I started shooting mirrorless with Panasonic's LUMIX line. Yes, they're an SCU partner, but remember my background - twelve years as president of Hasselblad USA. While I don't make a living a professional photographer, I know more than I let on. And it takes a lot to impress me. LUMIX totally recharged my love for having a camera in my hands.
But it's not just how easy Panasonic has made expanding my creativity and helping me grow - it's the durability and features built into every camera. It's the low-light ability it gives me to capture tack sharp images and control the variables in every scene.
Don't take my word for it - wander into your LUMIX retailer and check out the line for yourself. Look at everything - I currently shoot with the G9 with the 14-140mm lens and love it. And if you're looking for full-frame, check out the new S series!
Tamron - Expanding the Creative Tools in Your Camera Bag
Over the years, Tamron has grown to become one of the most respected manufacturers in the world in optics and great glass! Over and again, their lenses have won awards, but of greater significance are the outstanding artists who we've featured in SCU blog posts and podcasts. Again and again, we've shared stunning images captured thanks to Tamron products.
Tamron has an outstanding savings program going on right now, and it's a click away to check out. Then, wander into your Tamron retailer for your own test drive! You'll never be disappointed in the quality Tamron's brought to the industry or the diversity of the lens selection you have to choose from.
ClickCon - Expanding Every Artist's Skill Set
Last year ClickCon launched it's first show in Chicago. It was an overwhelming success with one innovative educational idea after another. With a busy trade show and jam-packed educational platform, close to 1500 photographers took part in establishing this incredible boutique conference as a venue to help artists grow their skill set in capture, post-processing, business and marketing.
There's a special early bird registration going on right now. It's a unique gift for the photographer in your life, or again, just a present you need to give yourself. Plus, it's in August and gives you a chance to recharge your battery before the seasonality of the year kicks in.
by Skip Cohen
A few years back, Bryan Caporicci sent me a copy of Scott Stratten's book, Unmarketing with its subtitle,
"Stop marketing and start engaging!"
It's one of my favorite business books, and deserves a place on every business owner's bookshelf. Nothing beats your most powerful tool to build your brand, and succeed in business than relationship building!
If you've had an interest in growing your business into senior photography or your already a veteran in senior portraits and you want to build a stronger presence, it's time to check out PhotoTexting. Prime season to reach seniors is RIGHT now. And, there's little that beats a strong senior rep program because it's about relationship building with both the students and their parents — making it easier than ever is PhotoTexting, with dozens of short videos to take you through each step of the way. Combined with their programs, and customer support, for the price of a cup of coffee you can get started. It's a no-brainer.
Technology keeps changing. How we communicate changes every day. Consumer trends are a nonstop moving target. From cyberspace to mobile technology, your reach as a business owner matches the power that only magazines and newspapers had just a few years ago. But the one consistent component for success in business that's never changed, and is stronger than ever today, is the importance of relationship building.
In the same way, I've talked in past posts about artists today having the most creative tools in the history of photography - you've also got the most marketing tools! It's worth two minutes of your time to watch the video below and then visit PhotoTexting.com and check out all the benefits of their Senior Rep Program.
Think about the new year that's fast approaching. Here's an opportunity to expand and grow with a solid goal to make 2020 your best year in business yet!
by Skip Cohen
For the price of a cup of coffee, PhotoTexting is giving professional photographers the opportunity to get their senior rep program started and take full advantage of mobile technology to keep it going.
Now's the time to be building your program for the class of 2021. November and December are critical months to create a senior rep program. That means you've still got time to launch a successful expansion of your business.
So, If you've been thinking about getting started working with seniors, let's get you out of "analysis paralysis." It's so easy to take that first step, and then continue with the building blocks for success PhotoTexting is providing.
Here's the best part of PhotoTexting's new program - they're there for you EVERY step of the way, starting with a timeline to help you stay on track.
And, PhotoTexting has some of the very best customer support in the industry. But don't take my word for it. click on the banner below and check out the new program for yourself!
by Skip Cohen
For over a year and a half, I've shared a Fast Food Friday tip, almost every week. In fact, there are seventy-five different articles; each one focused on a specific aspect of your business. Most of them are short, but they hit on topics ranging from marketing to expanding your skillset and even a few on how to keep your sanity as a small-business owner. Well, it's time to raise the bar a little, and here's a great place to start, diversity, and growing your business.
I'm in contact with dozens of photographers every day. While many of them are new to the business, lately, there's a trend of more seasoned artists trying to figure out how to mix up their game and go in a different direction. It's the Darwin theory of survival of the fittest.
You can use the survival of the fittest to refer to a situation in which only the strongest people or things continue to live or be successful, while the others die or fail. (From Google and Wikipedia)
Here's the first new installment in this Fast Food Friday series - growing your business outside your core specialty.
Stepping Into the Senior Market
Over the last decade, the senior market has become one of the fastest and most diverse specialties in professional photography. Done right; each session is based on relationship building, being fun to work with, and fine-tuning your listening skills. Remember, these are young adults, and as an artist, you'll often be the first professional photographer they've ever worked with. Your relationship should become an investment in future business with them as well as their parents.
But the challenge becomes where to start. Remember, this is the first in a multi-part series, and we're going to start at the very beginning of the marketing process.
Before you roll your eyes about my endorsement of an SCU partner, if you've followed me for even the shortest amount of time, then you know I don't endorse any company who doesn't have something to offer you when it comes to growing your business.
Chamira Young and I have worked with the PhotoTexting.com team since last February. I love what they're doing to help photographers raise the bar on how they communicate, react, and respond to their audience.
With the senior market, we're talking about an audience with demographics that scream "early adopters." Seniors are mobile and text-focused all day long. Knowing the usage rate for teens is high, I had some fun on Google searching to see what the stats suggest:
More than half of teens (54%) say they spend too much time on their cellphones, and 41% say they overdo it on social media. According to Common Sense Media, teens spend an average of nine hours a day online...
Now, take that information and think about your younger clients - teens, as well as their parents. There's a lot of useful data for a starting point on growing your business and taking full advantage of mobile solutions.
Don't be thrown by the video below being called a "webinar." It's under four minutes and perfect to watch while enjoying that morning cup of coffee.
This is the first installment in a new series about growing your business. And while we're starting next week and be more focused on marketing to Seniors, the video above applies to so many different aspects of your business! Communication technology is not going to slow down, and mobile technology especially is here to stay - embrace it the right way, and you're going to have the tools not only grow your business but close sales faster, expand your reach and increase revenue!
In keeping with the Fast Food Friday theme, we're going to take it one step at a time. Next Friday, we'll hit getting started in marketing to Seniors, and we'll keep building from there!
by Skip Cohen
As a photographer and an artist, there are two different types of holiday cards.
First, there are holiday cards you produce for your clients. They're both a product and a service. You've got the files from previous events and family sessions with your clients, and the ability to create something special. The idea of a holiday card moves to a service because you can help them put together a custom card - unique just for them. And, you've got the skillset to suggest which images will look best.
Second, are the holiday cards you send out to clients and influencers in the community, featuring one of your images. No professional photographer should ever send out a store-bought holiday card! Use your own photography for holiday cards, thank-you notes, and your stationery.
It's one of the easiest marketing tools at your fingertips, and all it takes is a little time to bring it all together. A great image on the front, a message wishing people a healthy holiday season and on the back your logo, email address, and phone number. Just like a Hallmark card, but instead, it's your name on the back.
Marathon Press has everything you need to create cards for both your needs and your clients. With choices of size, paper, colors, and style they've created an almost unlimited combination of components to make your card or your client's unique.
I've written this a lot over the years - a holiday card is one of your very best marketing tools! Don't let the 2019 holiday season pass you by. There's not much time left and the team at Marathon is there to give you the help you need!
Click on any of the banners in today's post to link to Marathon's Holiday Card products!
My apologies for the quality of the image above, but it's Throwback Thursday. The photo is from the 90s, and was a 62KB file. I've tried to clean it up as best I can. It will never win an award for quality, but the booth certainly will!
Bambi Cantrell and I wrote three books together about wedding photography. The image above was her booth at bridal fairs at the time, which she talked about in one of the books. When so many photographers did the minimum with the usual skirted table and a bunch of albums, Bambi was always making a statement.
What's remarkable is how little effort the whole booth took to create. The panels in the back are just painted hollow wood doors with a little added molding and spotters. The floor they set up in advance on plywood sheets, and the rest is just accessories to be inviting.
Bambi was also one of the first photographers to use image boxes for shows like this. While she had albums to show as well, using the image box allowed more than one person to look at her work and not "hog" an album. Plus, it made a point to the audience about other ways to share images from the wedding. She had those big framed prints on display, albums and the image box - all giving the bride more ideas on things to do with the photographs from the wedding.
But here's the point - if you're going to exhibit at ANY show for ANYTHING - make your booth a statement. Go the extra step. I still see companies doing the same thing at trade shows today, and it's always the same. A static display with a staff member or two who are "underwhelming."
Are you looking to make your work stand out and make a great first impression? Don't settle for doing what everyone else is doing!
"It's never crowded along the extra mile!
by Skip Cohen
It's not only Marketing Monday, but as Walmart, Amazon, and even Canon launched their holiday specials last week, gift-shopping and holiday urgency has started earlier than usual. Why? Because retailers figured out there are six less actual shopping days between Thanksgiving and Christmas this year. *Poof* The world has gone mad with a rush to get great deals!
Well, the good news is - with the rush to start shopping early, that means more time for you to have an impact on your target audience. And, being Marketing Monday, here's a list of things to think about to help make your presence more recognized and be a leader in service through the seasonality of the fourth quarter crunch.
There's a saying I heard years ago that's been modified numerous times by writers over the years. I still like this one:
If you do what you've always done, you'll never get more than you ever got!
Skip's Holiday Resource Center
I didn't want to turn the post above into an infomercial, but SCU has some outstanding partners and friends.
All of them focused on helping you through the holiday season!
Their links are below:
It's Marketing Monday and the perfect time to talk about seniors. Having been in the industry my entire adult life, or at least the time I was supposed to act like an adult, I've seen so many changes in photography. One of the biggest is with high school seniors.
Today's senior sittings, if they're done right, should be part of a full experience. It's not just about a good headshot for the yearbook, family, and friends, but getting to know the subject. It's about listening more than talking and then capturing their personality and interests in a series of photographs and even short video clips.
Being a senior photographer is about establishing great relationships. Right at the top of the list of building blocks is how you communicate. Seniors live in a texting world. They're on their phones constantly.
While this is going to look like an infomercial, it's not without a huge benefit. PhotoTexting.com has built an entire platform to help you communicate faster, and expand your reach into the senior market more effectively. And, their Senior Rep Program is just one solution to helping you grow your business.
Besides building a business in the senior market, there's a reason that's significantly more long term - a strong relationship has the potential for future business. Remember, for most seniors; this is the first relationship they've had with a professional photographer. It's a time for you to build trust with both the senior and their family. Seniors have siblings; seniors grow up and become brides and grooms, and seniors start their own families. You want to be part of that cycle.
One other aspect of this program I appreciate - it gives you a better way to connect with Mom and Dad! Watch the short video below and then click on the banner to visit PhotoTexting.com and check out the 20+ solutions to help you thrive!
by Skip Cohen
Well, it finally happened. I ran out of things to write about and missed the last few Fridays. However, I'm back. Thanks to many of you, I'm loaded with more ideas to help you create a stronger business model and thrive, not just survive!
Remember, I started this series in much the same way a farmer plants his crops...they're seeds of ideas to help you be more effective. It's your choice to nurture the ideas and let them grow into something bigger. So many of you are right-brain creative types, and you're often so involved in the process of capturing and creating the ultimate image, you miss the operational side of the business.
As I've written before, what good is creating the greatest images of your life if nobody knows who you are?
With the seasonality of the fourth quarter about to go into full swing, I was thinking about your websites and blogs. So many of you have them because you were told they were what you needed, but there's no personality showing in either venue.
Too much Internet real estate is just plain flat. I've been on too many websites that are like a can of soda left open overnight. It's got color, flavor but no bubbles - no fizz!
Is Your Website an Experience or Could it Put a Rock to Sleep?
Remember the old ban deodorant commercial? The tagline was, "You never get a second chance to make a first expression. Never let them see you sweat!"
I've been doing a lot of website reviews lately, and so many of you are missing an opportunity to make a great first expression. A visit to your website needs to be a great experience. Just like shopping at Macy's vs. Nordstroms - you've got a choice to make in the experience you give visitors to your website!
Here are some ideas, most of them easy fixes and things you can do NOW before business hits the holiday peak!
While somebody will challenge me on this, you can't be in business today without a website. I also feel a blog is essential. Why? Because your site is about what you sell, and your blog is about what's in your heart. Both work together, much like advertising and publicity. Together a great website and blog can open doors, build trust, and help establish your reputation as a professional photographer.
But just like discussions on Facebook forums about what photographers wear when shooting a wedding, you've got to dress the part. You've got to dress for success! These days, your website is the equivalent of a bricks and mortar store - make a visit, starting with your audience walking through the front door, that's memorable and a fun place to "shop."
Photo Credits: © bnenin , © dima_sidelnikov
by Skip Cohen
Every time I write about this tour, I hear Willie Nelson singing "On the Road Again" in the background. It's day twenty-eight for the Bubble Trailer Light Tour. I've lost count how many photographers Suzette and Jonny have met over the last four weeks. If my calculations are right, they're also coming up on six-thousand miles and just about the halfway mark.
One of the most fun aspects of the tour has been the images Suzette's been posting and sharing all along the way. They're not only teaching workshops but using a lot of great gear at various stops on the journey. Her shot of the NYC skyline above is spectacular. It was captured with a LUMIX S1R and 24-105 mm lens - f16 @ 15 seconds, ISO 400. Make sure you click on the image to see it enlarged in the lightbox.
Nanlites are on the trip with Suzette and Jonny. If you don't know about the product line, they're just a click away. It's time to find out what all the buzz is about.
Suzette described the shoot, which was in the salt flats earlier on their trip:
"...We used the Forza 300 for the main light and then the Forza 60's for accent lights and for shooting later when we needed less power...and we can shoot with them on location where there is no power! Even the Forza 300 and 500 can be powered with a V Mount Battery,
One of the biggest advantages I see with the Nanlites is how they have one point of light instead of a panel of pin-lights. Often, the panel lights show as a freckled light in catchlights and even have a different light falloff than a strobe in a softbox. With the Nanlites, we can use the softboxes and get a perfect portrait quality of light, and that professional edge we have worked years to perfect. It's our leverage as a visible means of setting ourselves apart from the competition!"
The image below shows the set up for the shoot. What a kick using great gear that goes virtually anywhere!
Everywhere Suzette, Jonny and Ms. BT go they're meeting more photographers. Here are a couple of the stops they made this past week.
It takes great support from the industry to put together a tour like this. Obviously it starts with Suzette and Jonny's love for photography, people, and wanting to drive across the country and back! We all live in an Internet world - what a kick to spend time face to face with so many artists.
But, part of that love for imaging and people is fueled by some of the best companies in professional photography:
Where are they now?
The Bubble Trailer Light Tour needs to be on your radar. Here's the schedule for next week, occasionally dates and locations are subject to change. The complete itinerary is available with a click on the button below!
Make every interaction count, even the small ones.
They are all relevant!
by Skip Cohen
This past weekend we received the new copy of the area's Yellowbook, and it went from the driveway to a quick photograph and into the recycle bin. The only people who I think might use it would be the most senior citizens who aren't computer proficient. And, for them, most of the fonts used are too small to read! When was the last time you looked something up in a book like the Yellow Pages?
That got me thinking about all the ways photographers can stay relevant, and some of the challenges everyone faces.
"If I can see the world through my client's eyes, then I can sell my client, what my client buys."
Staying relevant is about seeing the world through your client's eyes.
No one blog post could hit on everything you should be doing to stay relevant in your community, but you've got to start somewhere. Show your very best images, build relationships with each client and never compromise on the quality of your work or customer service.
Photo credit above: © BillionPhotos.com
Who cares? Your target audience. Too many of you are sharing about pages (your bio) loaded with content nobody is interested in. It's time to throw out things like how you got started; who gave you that first camera; what gear you shoot with, or what awards you've won! That information would be great if you were talking to a room of photographers, but you're not - most of you are talking to "Mom."
I've written a lot about this over the years, but it's been a frequent topic lately. I'm still amazed at how many of you just don't get it! In the portrait/social categories, women make 98% of the purchase decisions to hire a professional photographer. That means you're dealing most often with "Mom" or a future bride.
Here a few suggestions:
I'm convinced you can't be in business today without a website, but how well that website works for you is up to you. There may be plenty of technology shortcuts in building the infrastructure of the site itself, but there are no shortcuts in convincing potential clients you're the one they need to hire!
Your most important marketing tool is all about building relationships with your target audience. That first building block comes with opening your heart and sharing why you can be trusted to tell their story.
"It is more important to click with people than to click the shutter!
by Skip Cohen
Yesterday was one of those days that simply flew by so fast I felt like I blinked and we were trying to figure out what we were doing for dinner. In the middle of the night like Homer Simpson, letting out a big "DOH!" I realized I missed my weekly post on the tour of the year - Ms. Bubble Trailer with Suzette Allen and Jonny Yoshinaga. Ms. BT is already getting top billing! LOL
When Suzette and Jonny told me about the concept, I loved it from the very beginning. Why? First, because nobody does anything like this anymore. And, I'm not sure a tour has ever been done like this - 13,000 miles around the US with a trailer that has personality! Second, because it's about education from two artists who live to help photographers raise the bar on their skill sets. Third, because it's supported by some of the most respected companies in photography, and we've all got the same goals - helping you thrive in 2019 and not just survive! Last of all because it's fun!
Suzette and Jonny are teaching throughout the country for another seven weeks. Keep tabs on their whereabouts so you don't miss their program when it comes to a location near you! This is one of those crazy ideas that's creating its own little piece of photo-industry history. It's jam-packed with great content and all along the way a lot of surprises!
Great memory-making programs like this don't happen without support from the industry! The Bubble Trailer Light Tour is supported by some of the most reputable and fun companies in professional photography! "Fun" becomes an appropriate word in business when the companies involved are helping to make you a better artist and business owner!
Put Ms BT on your radar and follow the tour. All the info is just a click away on the button below!
by Skip Cohen
We couldn't be more proud to work with some of the very best companies in professional photography. One of those, PhotoTexting.com launched their new website yesterday with an incredible list of 20+ mobile solutions to help you grow your business and expand your reach.
If you're a senior photographer, their new Senior Rep Program offers you an incredible collection of tools to be more interactive with the senior market. Each component of the program not only takes full advantage of cutting-edge technology in communication but can make your business with seniors more fun. Remember, "fun?" It's one of those words frequently lost in business today. What started out fun years ago is too often drowning in a sea of stress and frustration.
The senior market over the last decade especially, has completely changed from what it was when I was a kid. This is where my buddy Scott Bourne would ask if Matthew Brady took my headshot to the right! LOL Back then we all dressed the same — just a boring black and white headshot for the yearbook.
Even my Dad's senior portrait, approximately twenty-seven years earlier was at least hand-colored! Done by Olan Mills Studios, there wasn't a formal senior program, but set up by my grandmother directly.
Well, fast forward to today, and senior photography is about capturing the personality of the subject. It's about multiple sittings, wardrobe changes, and building a relationship with each client. It's about creating an experience. Remember, for many of your senior subjects; this is their first real experience working with a professional photographer. Build the right kind of relationship, and you'll see them return as they get older and have other imaging needs.
PhotoTexting's new program for Senior Photographers is all about relationship building and utilizes the most important element, great communication. It allows you to be interactive with your senior reps and build a team beyond what traditional methods have allowed you to do.
But, don't take my word for it - check out the forty second video below and then click on the banner for more information!
What a kick to have cutting-edge technology at your fingertips and new ways to grow your business!
by Skip Cohen
Technology and how we communicate are continually changing. To grow your business, you've got to be able to adapt and reach your target audience in the most effective ways possible. It's time to supercharge your website and social media presence!
We're excited to share the launch of the NEW PhotoTexting.com website, giving you access to over twenty simple mobile solutions to grow your business. Watch the three-minute video below. Then, check out the link to PhotoTexting.com and the special bonus offer making new texting technology easy to understand and even easier to afford! There are 20+ simple to use mobile solutions to help you raise the bar on how you communicate with your target audience!
And, if you're a senior photographer check out the remarkable NEW Senior Rep Program!
If any part of your business targets family portraiture, NOW is the time to ramp things up! Think about the potential for an updated family portrait, and your ability to become a hero by giving Mom a new idea for gift-giving this holiday season. Remember, 98% of the decisions to hire a photographer in the portrait/social categories are made by women - and most often that's either Mom or with weddings, a bride.
It's Marketing Monday, or maybe today should be Marathon Monday because Marathon Press has a complete program to help you expand your reach and be more effective in attracting clients.
Here's what I love about the program and why it's perfect for so many of you:
It's September and time to start building more business to help you make the fourth quarter the best you've ever had. It won't happen if you just sit there and pray for more business to come through your door. Check out what Marathon's got to offer and let's help you give 2019 a strong finish. Here's your chance to make this year a time when you don't just survive but THRIVE!
Call Marathon at 800-228-0629 or click on the banner above for more information. If you do this today, you've also got time to order a FREE sample of their Family Marketing material. But, don't wait too long - you want to take action quickly and start planting those idea seeds with Mom NOW!
Photo Credit: © Yakobchuk Olena
by Skip Cohen
It's Marketing Monday and the seasonality of the fourth quarter is just down the road. Are you ready? While parts of today's post are out of the SCU archives, it doesn't make the topic any less relevant.
Challenges in technology and consumer trends are touching everybody. I'm not minimizing the degree of difficulty in growing your business today, but I'm frustrated with hearing photographers cry the blues when they haven't made an effort to evaluate and restructure their current business model.
Those photographers whose businesses have been solid this year are doing new things to reach their audience. Nobody is working any less, just smarter. Every photographer who has told me they're doing okay always follows with, "But I've NEVER worked so hard in my life!"
There is no secret to surviving as a professional photographer today—survival is all about marketing, promotion, hard work, and utilizing every aspect of new technology. But there are some aspects of running a photography business that everyone needs to spend more time thinking about.
Diversification: Are you hitting the same old target or developing new markets? For example, if you're a wedding photographer, how many of your brides in the last few years now have children? If they loved working with you, how about photographing their young family? If you don't want to stray from your core business, then at least develop a relationship with a children and family photographer and then cross-promote with each other.
Years ago—sorry I don't remember where—statistics were suggesting that 95% of brides under 30 have a baby within three years of their wedding date. Every bride you've ever photographed is a potential customer for family portraiture.
The demand for professional portraiture and why people hire a photographer in the portrait/social categories still runs in this order: brides, babies, and pets. And, my speculation is children, family, seniors, and boudoir follow in that order. So if business is down, take a look at your client database and find opportunities to create new clients or new applications.
Market and Promote: What are you doing to promote yourself? Are you involved in the community? Are you advertising in local papers and online? Do people recognize your presence? Do you own your zip code? Are you maximizing your effectiveness with texting technology like PhotoTexting.com is offering? Are you working too build your reputation as the photography expert in your community?
Well-known professional photographer and good buddy David Ziser, in a program many years ago, talked about tracking anniversary dates of his clients and did a first anniversary sitting at no charge. Think about it...the younger the bride, the more friends she has who will soon be getting married—it's a publicity manager's dream!
And Dean Collins, at holiday time would do a free family sitting of the president or CEO of companies who's annual reports, advertising, etc. he'd worked on during the year. He wasn't just a photographer but a relationship builder!
The Internet and Social Media: You can't be in business without a website, but how about the message you're presenting? Look at blogs, for example. Everybody wants to have a blog, but only a handful of photographers are doing it the right way.
Your website is about what you sell, but your blog is about what's in your heart. The two work together to help build your brand. And, to be successful with your blog you need to be helpful, relevant and consistent.
Attitude: When was the last time you did an attitude check on yourself? I am reminded of the unspoken oath we all took when we fell in love with photography as professionals! That oath, we all share, is about quality, service, and responsibility. It's everything I've been writing about since my first blog post almost ten years ago. Your clients trust you to be their eyes and heart at a wedding. At a portrait sitting they're trusting you to see them the way they see themselves. They're trusting you to deliver a product far better than Uncle Harry could ever dream!
Think about how much you love the craft and all the excitement in our industry today. We're living in a version of Who Moved My Cheese? It's a business parable that was on The New York Times Best Seller List in the late 1990s and well worth a two-hour investment of time to read. If you've read it, you'll understand the only thing that's changed in our industry is that the "cheese been moved," and we simply have to work harder to find it!
by Skip Cohen
It's Labor Day, and if you're living in the US. It started in 1882 in NYC and was later adopted by Congress in 1894 when Grover Cleveland signed the bill making it a national holiday. It's always the first Monday of September. When I was a kid, it always marked the end of summer with school typically starting the next day.
I don't know about schools where you live, but here in Sarasota, the kids have been back at school for the last 2-3 weeks. But, even seeing school buses and kids with backpacks every morning weeks ago, Labor Day still seems to mark the official end of summer. It's also morphed into a great excuse for family barbecues, a burger or hot dog off the grill and let's not forget the endless Labor Day car sales. What President's Day has become to mattress sales, Labor Day seems to be dominated by the auto industry!
Regardless of what the day means to you, most of us are off today. It's the perfect time to wish you a safe holiday weekend.
It's also the perfect time to think about the start of seasonality in professional photography. There's a lot of potential business coming up in the very near future:
As I got older, Labor Day became the end of summer because the grill got put away. Then I started putting on a parka and firing up the grill in the dead of winter. Today, living on the gulf coast of Florida, the grill's used 3-4 times a week, all year long. So for me, the timing of Labor Day marks the kick-off of seasonality for you as professional photographers.
It's the start of the home stretch of 2019 and an opportunity for your business to thrive not just survive. Are you ready?
Wishing everybody a terrific Labor Day. Stay safe and hopefully stay dry!
It's Marketing Monday and the perfect time to remind you of one of the greatest self-destruct actions you can create: SHOWING MEDIOCRE/BAD IMAGES on your website and blog.
While there are a few thoughts in today's post out of the archives, there are still too many of you who just don't get it! Your galleries aren't about how much you can photograph, but how good you are as an artist.
Just for a second, pretend to be a business owner outside your own career. Would you expect to be successful selling inferior products? A dry cleaner couldn't survive with clients returning things only partially clean. A gas station wouldn't make it, short-changing customers with "almost a gallon" measurements. Your favorite restaurant wouldn't survive long with lousy food. I can see the tag line now, "Only a small chance you'll get sick!"
It doesn't matter what the product or service; people have to believe you're the best. With photography, they get a sneak preview by visiting your online galleries. That's why you've got them - to show people what you can do! Knowing then how important your galleries are, why are some of you still not cleaning them up? Why show an image you wouldn't buy yourself?
Then there's the other extreme; showing images that aren't yours! Fortunately, it's happening less and less these days, but it's a madness that needs to stop. If it's not your work, then don't show it!
And one more level of madness that comes out of workshops and conferences - using images you've taken in a workshop. I'm not against working with models to build your portfolio. I'm also not against taking things you've learned in a workshop and creating new images for your galleries and portfolio. What I am against is using that shot you got as you stood behind the instructor, while he/she was teaching. You piggy-backed off of somebody else's expertise. It's not your work, even if you did click the shutter.
There's only one way to build your business, and it's all about building your skill set. It's about directing your passion for imaging into your quest for quality. So, here's a suggestion for your galleries.
Take the time to review your website. Look at the images you're showing. Every photograph should be a "wow" print. That means if this was the only image you could show, you'd get hired!
This is a career field based on quality: Quality in your images, your relationships with your clients and the way you do business. Don't let yourself get caught up in the argument about showing lots of pictures just to fill up space. If an image isn't good enough, don't show it. Make visiting your galleries a great experience!
Vince Lombardi said it best,
"The quality of a person's life is in direct proportion to their commitment to excellence, regardless of their chosen field of endeavor."
Make your commitment to excellence and never compromise!
ClickCon 2020 Circle the Dates!!
It's rare that a first year conference has the power that ClickCon brought to the industry this past August.
The dates have been announced for 2020 at the Palmer House in Chicago. August 11-14!
What a kick!
Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.