 by Skip Cohen The next segment of the "Drilling Down" series focuses on an idea to help expand your audience and reach more potential clients. This series ties back to many ot the core ideas from my nine basics for success in 2026. Building your client base is something you should be doing 365 days a year. And right now, with Spring seasonality right around the corner (Mother's Day, Graduation, and Father's Day), it's the perfect time to think about finding new clients, as well as reminding your old ones what you do for a living. Being a professional photographer means you never stop learning and building your skill set. Being a small business owner means you never stop working to build your database of potential clients.
Last but not least, remember this is a word-of-mouth business... NOTHING helps your business more than exceeding expectations and producing quality products. But quality isn't just about the finished product. It's also about the experience of working with you. It's about keeping promises and making a portrait session, for example, FUN! In the same respect, nothing can hurt you more than a reputation that's underwhelming! There are no traffic jams on the extra mile. Roger Staubach Because so many people think they can take shortcuts to success, there aren't enough who go above and beyond expectations. As a result, the path to success is rarely crowded!
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 Build your own dreams, or somebody else will hire you to build theirs. Farrah Gray by Skip Cohen Ever had an idea of something you wanted to do, but pondered so long that you missed the window of opportunity? While I've written more than once that procrastination isn't a strategy, sometimes it's hard to practice what you preach. Well, at 4:00 am this morning, I had an idea of something I want to do business-wise, and I've been on fire ever since. When I say "on fire," it just means I'm in the planning and review mode; lots of energy with no complacency. I'm the kid in Animal House with the devil on one shoulder and the angel on the other. The good news is the devil is just throwing out challenges of everything that won't work...while the angel is helping me hold focus. Put all that together, while I'm not ready to share what I'm thinking about, the process itself is about finding the energy for a mini-dream. You're never to old to set a new goal or dream a new dream. C.S. Lewis Here's the challenge I've had lately...it's about aging. While I've slowed down on many aspects of my business, I'm not "done" yet. There are still a few ideas bouncing around in my head. Just putting them down on paper is energizing - now comes the challenge of doing a lifeboat drill - figuring out what makes it into the boat and what doesn't. I've had challenges like this before...In 2009, I decided to leave WPPI/Rangefinder Publishing and start my own company. When Sheila confronted me and asked, "What are you afraid of?" My answer was immediate, "Failing." Later in 2013, Sheila found me in the middle of the night in my home office with a dry-erase board covered with ideas that evolved into Skip Cohen University and this blog. Here's my point--If you've got an idea that's been hanging around long enough to appear more than just a few times in your thoughts and conversations with friends, then it's time to pursue it. Don't let it stagnate and get buried under the stress of life. Like the Nike slogan: Just do it! Wishing everybody a terrific weekend ahead and time to do some daydreaming. You have exactly one life in which to do everything you'll ever do.
Act accordingly! Colin Wright  We're moving into a new year and it's another leap of faith. But, it's a whole lot easier if you believe in yourself! Unknown Author by Skip Cohen
We've been in a new year for almost four months, but we're moving into prime seasonality. The bottom line - You have to have faith in yourself. You have to believe in what you’re doing. You have to understand not only the craft, but the human spirit. And, it’s the human spirit that should be at the top of your list. For most of us, the definition of the ultimate photograph is one that moves people. You can’t move people and create images that tug at their hearts if you’re not comfortable with your own heart. So, it all becomes sort of obvious – it’s faith in yourself that creates confidence and builds your strength of character and gets your heart where it should be. The challenges in the outside world right now border on being overwhelming. All of us are at times filled with doubt as a result of so many things outside our control. But what is in control is your faith as an artist!
And for those of you who think you're going to be replaced by AI...it still takes a master storyteller to capture memories, regardless of the tools you use to create the finished product. I’m constantly accused of being one of the industry cheerleaders, but honestly, this is an easy job. What could be more incredible than working with people who put their trust in you? What could be a more wonderful job than being a storyteller? Nobody can teach you to have faith in yourself – it’s caught, not taught. So, how to catch it and keep it? Stay focused on your career path and your subjects. Learn every possible technique you can. Make it a point to understand photography before you push the shutter button. Know your gear – know your lighting – know your lab – know your clients. And never ever compromise on quality! "Photography records the gamut of feelings written on the human face, the beauty of the earth and skies that man has inherited, and the wealth and confusion man has created. It is a major force in explaining man to man." Edward Steichen: "I wish more people felt that photography was an adventure, the same as life itself, and felt that their individual feelings were worth expressing. To me, that makes photography more exciting!" Harry Callahan  You've got to listen to the voice in your gut. It is individual. It is unique. It is yours. It's called being authentic. Meredith Vieira by Skip Cohen Every year around this time, many of my posts have the same theme - procrastination is not a marketing strategy! Some of you spend so much time pondering what to do next that you miss the opportunities to grow your business. In your heart, you know you have to take action, but you don't trust your gut instinct. You're caught in analysis paralysis, and instead of aggressively working on your dreams, you wind up at a snail's speed when success in business demands action...not complacency. April is right around the corner, with seasonality about to swing into full bloom. But there isn't a button on your keyboard for "seasonality." However, there is a seasonality button in your head and heart. We're down to the wire, and there's still a chance for unique, eye-catching creativity in the days ahead. With Easter, Mother's Day, graduation, prom season, and Father's Day on the horizon, there are opportunities for you to fill a gaping hole in capturing memory-making moments.
Let's wrap up the ideas for today with outdoor prints, which really deserve their own post...  I'm a huge fan of BayPhoto's Performance EXT metal prints, and I have three of them hanging outside by our pool. (Remember, I live in Florida, and there are thousands of homes with pools, and all of them are in the sun and rain all year long.) My prints have been outside in the sun for years and have shown no change in quality. Performance EXT Metal won't hold up forever, but offering people something new with a fine art type print or family portrait on their porch or patio is definitely a show-stopper.
Plus, the concept brings in two strong groups to expand your target audience:
Here's the bottom line for today—there's still time for you to launch a few great promotions, but this is a you-snooze-you-lose scenario. Act now: reach out to your target audience and share your latest offers, because unlike the illustration above, there is no seasonality button to push!  A person who never made a mistake never tried anything new! Albert Einstein by Skip Cohen Over the weekend, I was thinking about focusing on some new directions. I want to change my routine and expand what I do every day. There's that great line about growth only happening outside your comfort zone. I've repeatedly suggested that when you're headed to a major conference, always take a couple of classes entirely foreign to your skillset. It's like the "365 Projects" that cropped up years ago - with photographers taking and sharing one different image each day. And years before the Internet, I remember my good buddy Tony Corbell suggesting everyone should always save a couple of frames on the roll and just mix it up - shoot differently for those last two shots. So, it's Marketing Monday - What are you going to do differently this week to grow your business?
The bottom line: every day is another opportunity to grow your business and your skill set. So stop worrying about making mistakes and failing, and just take the plunge. The great thing about this profession is your ability to keep growing and changing, and if something doesn't work as well as you'd hoped, step back and fine-tune the next step. Never be afraid to try something new,
because life gets boring when you stay within the limits of what you already know. Unknown Author   by Skip Cohen It's my favorite day of the week for posting--Throwback Thursday. Today, I'm using a 1929 photo of my Dad's first grade class and my third-grade class to introduce a key suggestion for 2026: build a more diverse business through a formal legacy program. If you aren't offering one, consider starting now. Going through an album of old photographs, I found the one above. My Dad is in the top right corner. Dad grew up in Cleveland, and this would have been shot right at the beginning of the Great Depression. Just to further make the point, I want to include this class shot from third grade. I'm highlighted on the right, my wife, Sheila, on the lower left. We actually met in second grade and went all through school together, right up to our senior year in high school. We were never good friends and barely knew each other until 40+ years later.  Here's my point this morning - sharing a throwback on social media is a great way to light a fire with your target audience about helping them capture their stories. This isn't a new SCU topic, but there are still so many of you who haven't bothered to implement the service into your product line.
My definition of a Legacy Program includes anything related to documenting a client's history. Nobody can do it better than you, as a storyteller. Telling stories is your expertise. So, why not channel that skill set into helping clients tell their stories? Very few of you offer any kind of Legacy Program in your offerings. Support could include efforts to capture senior family members in a formal portrait or to video-record the older generation telling their stories. While anyone today can capture video with their phone, all of you can create a more professional presentation. You have the skills for mixed media and editing to create a beautiful presentation and well-documented story for any client. And then there's your own family! Everyone has aging senior members in their family with stories to tell. Plus, whether organized in albums or shoeboxes, you've got grab-shots and formal portraits over the years that represent key moments in everyone's journey. If you're just starting out with a legacy package, use your own family's history to build your sample product. All I want to do today is remind you not to let time slip by. Take the time to set up a camera or phone and sit down with your parents and grandparents. Document their conversations about growing up, their friends, and their experiences. And if you're stuck for what to talk about, just pull out some old photographs and kick back and let them do the talking! Set a date soon to document your own family's stories. Then, use it as a model on your website and plant the seeds with potential clients. There are an estimated 25+ million people over 75 in the U.S, alone. They all have stories to tell - it's a virtually untapped market! STOP PROCRASTINATING---Remember, "Someday" isn't a day of the week—take action now to preserve memories in your family, and start helping your clients capture their stories.  by Skip Cohen I'm kicking off the next segment of my "Drilling Down" series, zeroing in on core ideas from my nine basics for success in 2026. Too many of you overlook the importance of highlighting your own achievements. The fact is, if you don't promote yourself, nobody else is likely to step in. You need to become your own publicity machine in your community. "What good is working so hard if nobody knows who you are?" Sadly, many of you think publicity just happens by itself. Well, nothing could be further from the truth. While there are obviously things that make it into the news on their own, they're at the extremes and usually catastrophic. To ensure your business gets noticed, regularly write and distribute publicity releases rather than waiting for attention. For many years, I wrote for Shutter Magazine. With every article online, there was always a video supporting the theme. The video below was my way to make the point about publicity, and it's so true. If you don't make a little noise on your own, then you might as well join me in a corn field in Nebraska! Think of it as me doing my version of "Where's Waldo"! Announcements and events related to your business need to be shared manually, at least when getting started - there is no auto or "P" mode! For example, have you ever picked up the local paper or visited your community website online and seen a story about one of your competitors? That story or photograph is in the news because they worked to get it there. The days of journalists driving around the community looking for things to write about died with Jimmy Olson and Superman! Outlets for "exposure" are everywhere. The obvious big winners are stories in the local paper, on the community/city website, etc., but that's at the top. All along the way, you've got your blog, other public blogs, community events, direct mail, various related websites, conventions, brochures, etc. Don't forget to offer the use of your images, from a community event, for example, to the hosting group, company, or association. You're looking for anything that gets your name out there. Never assume you or your story isn't newsworthy! Especially with publications, never assume they're not interested in something you're doing. At Rangefinder Magazine, we used to regularly visit the story stash to find something interesting when we had space to fill. Not every story is going to be a cover feature, and often we had small sections within the magazine that simply needed something interesting for people to read about. The biggest challenge is always the same: finding what's newsworthy. Most of the time, I hear photographers say, "There's nothing here to write about!" The truth is, there's always something to write about, and the odds are good that, if you're patient, a local publication, website, or organization will pick up the story at some point. In the video above, I mentioned template releases. Here's an old example which might be perfect if you just returned from WPPI or a facsimile of a conference:  Most important of all be patient - many of you will be starting from scratch and it takes time to build a following. "The key to everything is patience. You get the chicken by hatching the egg, not by smashing it open!"
Arnold Glasgow  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! After you’ve done a thing the same way for two years, look it over carefully. After five years, look at it with suspicion. And after ten years, throw it away and start all over. Alfred Edward Perlman   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! Do You Care About Your Customers?by Scott Bourne
If you want to sell photography (or anything else) you should spend more time caring about what your customers care about and less about everything else. Your customers don't care what your Klout score is, which of your lenses is the sharpest or which brand you shoot with. Your customers care about having photographs that make them (and their families) look good. That's it. That's all. The online camera forums are full of discussions about photography but, not the people who buy photography. Want to stand out? Want to get ahead of your peers, including those with nicer gear and more experience than you? Simply start caring about your customers. Put all your focus (pun intended) on them and their needs. This is NOT about you. This IS about them. The sooner you realize that - the sooner you'll start to thrive as a professional photographer. Let the nerds in the photo forums duke it out about which lens is sharper. You go out and make your customers happy by paying attention to their needs and making them look their best. You'll win every time.  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:
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.  Your headshot should demonstrate the fact that you're a professional photographer and fun to work with. Remember "fun?" It's one of those words so often lost in business today.
In terms of what you should write about...
Remember, for most of you, "Moms" and brides are the ones looking at your work. Keep your target audience in your mind, when you write about your background. Here's what they want to hear:
The biggest concern new clients have is whether or not you can be trusted to capture the images they want. Will you be able to meet their mindset? And one more key suggestion - write your About page in the first person and include a signature. (With security issues these days, a facsimile of your signature is fine.) Write your About section as more of an artist's statement and stay relevant to what your target audience needs to hear. Every visit to your website, Facebook page, or other location in social media is a potential opportunity to start a new relationship or expand an old one. Exceed consumer expectations right out of the block with extraordinary images in your galleries, followed by a strong About section! Thinking about a marketing video on your page? A well-done marketing video for your About page can have a phenomenal impact on viewers. Follow the same rules as I shared for your text and let your personality shine through. But keep it short - my suggestion is 1-3 minutes and use the time to accompany your narrative with your very best images, along with a short clip or two of you working with a client. Technically, we're still in the "slow season," so take the time to review your About page - is it saying everything you need it to?  "Build your own dreams, or someone else will hire you to build theirs" Farrah Gray by Skip Cohen Since early January, the mad scientists in the SCU Lab have shared nine different themes on ideas to help you with just one goal: making 2026 one of your best years ever. It's not a complicated goal, but in a world driven by technology, so many business owners have forgotten about the simplicity of the basics when it comes to marketing and business. In the weeks ahead we're going to start drilling down into many of the concepts, but just in case you missed one of the main nine, here are all the links with their general descriptions. We're still in the "slow season," but that only refers to incoming business. As an aspiring artist and owner, there's rarely a time you can slow down when it comes to building your dreams. And if you're stuck with ideas for the new year, you know where to find me.
 Special Projects   A past reception in Hermosa Beach 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:
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.
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:
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! "Anything is possible when you have the right people there to support you."
Misty Copeland  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.
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.
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.
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. |
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"Why?"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 130 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.
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