by Skip Cohen

​Last night I did an online program on Zoom for the Professional Photographers of Michigan. Asked to do a marketing business program, I pulled out all the stops and put together a presentation that lasted almost two hours. It's been a while since I did an online program, but it's like riding a bike - you get into the groove and then go with it. But there are a few random things I want to share:

Flying Solo: One of the points I wanted to make was to remind everyone they don't have to always fly solo. Sometimes, working alone is the quickest way to get something done, but there are so many opportunities to work together. And the supply of partners is so extensive, from vendors and retailers to other artists. Working together builds creativity, reduces costs, and increases reach.

If you want to go fast, go alone; if you want to go far, go together – African Proverb

Rocket Science? With the exception of understanding SEO and taking full advantage of ways to keep your message out there, nothing in business and marketing is rocket science. Successful marketing and running a business takes discipline, continuously analyzing each aspect of your operation, and then fine-tuning for more effectiveness.

Is Blogging Still Effective? I'm a huge fan of how blogging can help you build your business, and I have never stopped believing that a good blog is an asset and worth your time. Knowing that a lot of people feel blogging is dead, I went off in search of more data through Google. I found a lot of different articles in support, like the piece below from Lyon Content.

by Skip Cohen

Five years ago, I ran a series of weekly tips to help you run a more successful business. Wandering through my archives this morning, it hit me that this post from that series is even more relevant today. We live in a world that's become so polarized over virtually any topic, and the quote above, by Steve Jobs, is right on target.

Let's get rid of the "Negators" in our life. Just in case you don't understand how I'm using the word, it's my favorite word for all those people who tell us why we can't or shouldn't do something! They're the ultimate right-fighters, sure that their opinion is the only one with any accuracy. They seem to live for the opportunity to wait for you to fail so they can proclaim they saw it coming! 

I'm staying away from all the issues we face today outside of business and focusing on imaging.  Photography is an art form often misunderstood, especially by family members and friends. They don't understand your passion. They assume you're going to starve in the process. They may never have seen your work and question whether or not you're good enough. They don't understand why you can't just go out and get a "real job"!  Sound familiar?

On the old GoingPro podcasts, Scott Bourne and I talked a lot about surrounding yourself with people with positive attitudes. You need to block out the "Negators." It's not out of Greek mythology, but it should be. Negators are people who are so unhappy in their own lives; their only joy in life is screwing with yours!

The result is most often serious damage to your self-confidence. So, let's come up with a few things to help you stay focused, pun intended, and give you a little reinforcement. You know how to focus your camera, but do you know how to hold the focus on your career path?

• Look at old images. Go back and look at your very first images. It might have been a party you photographed, a landscape while on vacation, or maybe just a few shots of your kids. Now, compare them to where you are today. If you don't see a difference, you're in trouble, but most of you will see growth in how you compose and expose today. As you get more experienced, there should be some serious changes in lighting, composition, depth of field, and creativity.
• Roberto Valenzuela once suggested a terrific tool for practicing the craft on a GoingPro podcast. He suggested you go back to the last wedding you photographed and look at all the bad images.  "Look for what you missed and learn to understand why each image wasn't good!"
• Enter some images in print competition. This is a personal favorite. Whether you enter prints or not, at least attend the judging at the next convention, where it's open to the public. Listen to what the judges are saying about each print. Use their suggestions as guidance for your own work.
• Find yourself a supportive forum. There are so many social media groups within photography, and while you'll occasionally run across a troll who doesn't like the images you share, just remember, "Beauty is in the eyes of the checkbook holder!"
• Join your local chapter or guild of professional photographers. Sooner or later, everyone shares the same frustrations. A local chapter of other photographers becomes a support group and an essential part of your network. There's a lot of good comfort in knowing your peers share some of the same concerns and frustrations. 
• Surround yourself with positive people. Hopefully, the "Negators" in your life will come around sooner or later, but for now, those people who are throwing up the roadblocks need to be kept on the sidelines. The only thing they're contributing to your life is stress.
• Listen to your heart. It sounds hokey, but you know what you feel inside. You know what your gut instinct is saying about your passion for being a photographer.
• Don't respond to trolls! When you step out into the public forums and get shot at by a troll, don't let yourself get caught up in the battle. Don't respond. Your silence is far more effective at driving them mad!

​
We're out of the "slow season," and Spring seasonality is just about over. You've got the best part of the year ahead of you. It's time to really dig into your journey. And if you need a little help from one of the industry's biggest cheerleaders - you know where to find me!

by Skip Cohen
​
While we've all grown up with the lesson, don't judge a book by its cover; most of us still do when it comes to businesses. Whether a bricks-and-mortar establishment, website, or your social media real estate - it's what people see that most often creates that critical first impression.

It's Marketing Monday, and while I've missed a couple in the last few weeks, we're down to the wire regarding Spring seasonality. Father's Day is next weekend, and then we head into summer. Things slow down a little for many of the specialties, but that doesn't mean you should. Every day, you've got opportunities to fine-tune other aspects to grow brand awareness.

Most of us are familiar with magazines like Highlights for Children. Every issue always had an illustration or photograph with the question, "What's wrong with this picture?" I remember sitting with my kids and helping them look for the mistakes.

Well, I visit hundreds of photographers' websites every week, and so many don't seriously examine their branding—it's the adult version of "What's wrong in this picture?" Even their headshots don't match the professionalism they're trying to convey. Seriously, what does a bad headshot say about a portrait artist?

​So many times, I've looked at a site that's the equivalent of a patchwork quilt put together by somebody who's colorblind. Nothing matches!  Combine that with difficult navigation, unnecessary policy statements, and an abundance of mediocre images, and it's simply not a fun experience for people to visit the website.

A few years ago, when doing a supporting video for a magazine I was writing for on this same topic, I made sure nothing I was wearing matched. I don't know if it worked to make my point about continuity and design, but it sure had Sheila and laughing!

Think about the "golden arches" for a second - we know exactly what that logo represents and that it's McDonald's. You're competing for the same recognition, just in a smaller space. Your competitors are every company making noise to your target audience at the same time you're trying to reach them. That means your website, blog, social media "real estate," business cards, stationery, brochures, and anything I missed must have the same strong look and feel.

Continuity doesn't stop with the design of all these components but continues with your tone and text. For example, I'm a big fan of first-person About pages. Yet, so many of you talk about yourself in the third person and will often switch to the first person. Stay with the first person and write it like an artist's statement from your heart. Share your passion for the craft and working with people instead of describing yourself while having an out-of-body experience!

It's a really simple message today - take the time to review all the building blocks of your business, especially your site, social media real estate, YouTube channel if you have one and blog. Remember, for any of you in the wedding and portrait side of the business, women make 98% of the purchase decisions. That means your site needs to have appeal to the female shopper, especially MOM!

And if you want advice on how to always look sharp, no matter what the situation, I'm thinking about starting a business as a wardrobe stylist!

Family should be the place where you can be your most complete self.
Where you're accepted and appreciated, seen and valued, even in moments of disagreement.
It should be your soft place to fall, the place where you're reminded that no matter what happens to you,
in the face of your deepest challenges, you are loved.
Oprah

by Skip Cohen

In the hierarchy of why people hire a professional photographer, brides, babies, and pets are the top three based on studies done years ago by Kodak. I don't believe that's changed at all. Family photography and seniors come in at number four and five. My guess is that the two specialties swap places depending on the time of the year, but that doesn't change the potential to help professional artists grow their businesses.

In a post a few weeks back, I wrote about the Power of 3. Marathon Press offers a program that gives photographers a blueprint for marketing to seniors and families. The basic program is in three parts because you can't just hit your target audience one time and expect results.

Think about how much mail you throw out every day. Email, which most of us have access to via our phones, rarely survives long enough to even read if it's not a topic that we're interested in. And it's no different with "snail mail." But when we hit the mailbox, and something relevant catches our eye, we read it and log it in as something we might be interested in. In our house, something that's really interested winds up on the bulleting board in my home office or on a magnet near the fridge!

Marathon starts with helping you design the campaign, then implement it and follow up. The first mailing is your introduction to your audience. The second, allows families to look at your photography and recognize your studio as their best choice for their portraits. The third mailing is a solid reminder to book your session...NOW! And there's even a fourth mailing option for a "last chance" reminder.

Throughout the process, Marathon is driving the bus! Their team becomes your team and keeps the entire campaign on target. Plus, they offer protected exclusivity on a first-come, first-served basis within your zip code. I grabbed a screenshot of one of my favorite designs they offer with the program, but between text, fonts, colors, and layouts, every artist has an opportunity to create a piece that's an attention-grabber and unique.

Continuity Marketing: If you're a family photographer or interested in this genre, it's an ideal stepping stone for continuity marketing. Couples get married and start families. Kids grow up to become seniors and eventually brides and grooms and start their own families.  Along the way, there are opportunities for everything in portraiture, including headshots, commercial work and pet photography. 

Remember, relationship building is your best marketing tool. Family photography is all about the relationship you can establish with a family, and in turn, be there for all their imaging needs.

Looking to expand and grow your family photography business? All it takes is to click the link below to get started and put the Power of 3 to work for you. Now is the time to begin the process and planning for a strong campaign that will help you expand your business and brand awareness within your community.

by Skip Cohen

I found the quote above using Google, searching under Customer Service and shared it on Twitter six years ago. Shep Hyken retweeted my post. It's rare that the author of any quote I share retweets what I write, and here comes one of the amazing attributes of the Internet. I looked up Shep Hyken to find out more about him. Then, I called him to say thanks and learn about his role as a leader in the business community and his focus on Customer Service. He couldn't have been more accessible and immediately took my call.

A few months later, Shep joined Chamira Young and me on our podcast, and then I was a guest on his. A year or so later, we stepped out of cyberspace and grabbed breakfast together in St. Louis. That's how the friendship got started. But my respect for him, along with thousands of his fans is about his never-ending focus on customer service. Following him is fun, as he's always sharing concepts that can help build/strengthen so many different aspects of a successful business.

"Fun" is one of those words too often lost in business today. It gets buried under the stress of marketing, delivery, and follow-up. But when you're having fun, it becomes a work-hard-play-hard scenario. The more fun you're having the more room there is for your creative juices to flow.

Wandering through Shep Hyken's archives yesterday, this post caught my eye. It ties in so well to the role Customer Service plays in building your business. It's a perfect example of photographers who are recognized as "GREAT" in their communities rather than just being good. Being a great photographer, as opposed to just a good one, also opens the door to more fun in building your brand!

Years ago, I sat in on a Tim and Beverly Walden presentation. They talked about the fact that they sell the experience, NOT just finished prints. So many of you have worked your entire career to perfect your skill set. You've never slowed down in your quest to capture the ultimate image. That's admirable, but to Shep's point in his post below...your ability to be considered great goes beyond just creating beautiful images.

Shep's website is loaded with great material. He needs to be on your radar and is only a click away.

by Shep Hyken

​If you had to have surgery, would you rather go to the most skilled surgeon or the nicest surgeon?   
I was at a party the other night and someone I met shared his opinion of the difference between a good doctor and a great doctor. A good doctor makes you well. A great doctor makes you well and calls you the next day to see how you’re doing. 

I thought about that all weekend. My new friend was saying that good is doing what you are expected to do. If you’re a surgeon, you make people well. However, great is the addition of a better customer experience. In the case of the surgeon, it’s skill plus bedside manner.  

Here’s a “less critical” example. If you go to a restaurant that has the most delicious food, but the service is outright terrible, you wouldn’t refer to that as a great experience. The food could be the best, but if what surrounds it – the experience – is tainted with rude and angry employees, you would be reluctant to go back.  
So, back to my friend’s example. The doctor’s bedside manner, which included a phone call to check on the patient, is a metaphor for a good customer experience – or in this case, a patient experience.  

Sweetwater, an online retailer that sells music and audio equipment, is another excellent example of this. I bought a new microphone and mixing board from them last year, and they assigned a salesperson to my account. A week after I received the items, “my” salesperson called me to make sure they were working and confirm that I was happy with my purchase. A good experience would have been talking to a salesperson, ordering the equipment, and having it show up as expected in a day or two. What elevated it to a great experience was the less-than-one-minute phone call I received from “my guy.” 

Creating a great customer experience doesn’t mean going over the top. Occasionally, you have opportunities to do so, but if your typical experience includes a little something extra, like a phone call to check on a customer, you move beyond just being good. Our customer service research found that the top reason customers are most likely to come back is because employees are helpful and friendly.  

It is expected that a doctor has skill. If the doctor is also helpful and friendly, another way of saying the doctor has a good bedside manner, then by my friend’s definition, he or she is a great doctor.  

So, what’s your version of bedside manner? What little something can you add to the experience so that people will refer to you as great? Don’t answer me. Sit down with your team and answer these questions for yourself and your organization. Define your version of what would make you a great doctor, communicate it to your people, train them to deliver on it, and watch your customers’ reactions. They will reward you by saying, “I’ll be back!” 

Copyright © MMXXII, Shep Hyken – Used with Permission​

by Skip Cohen

​The true fun of this industry has little to do with photography but the friendships that come out of everyone's love for the craft. It's these friendships that we all cherish the most, and Kayce Baker and Bob Rose are at the top of my list—not just because of our love for imaging but mutual friends, scuba, travel, and FOOD!

From Honduras to Mexico to Bonaire, Catalina and even the Disney Aquarium, just to name a few, the three of us, with a circle of additional friends, have repeatedly created memories with one dive trip after another. (Many of you know Kayce from her days at Fuji and Bob from the MAC Group.) 

We lost touch over the last couple of years until a phone call last week. That's when I learned about Kayce morphing into an author - but not just any author. She's written and created one of the most fun cookbooks I've ever seen...and being foodies, Sheila and I can't wait to try the recipes.

If you know anything about Kayce, she never does anything halfway. The Sea of Thieves Cookbook, themed after one of her favorite video games, is now part of a cooking channel series with another cookbook due in October. Click on Godzilla to the right to link to the Amazon page for your pre-order.

Besides great, easy-to-follow recipes, the fun of the book is seeing Kayce's creativity. From the photography to the writing to the layouts and many of the props, she's been the driving force, with a small group of amazing contributors helping her along the way.

Here's my point: besides being excited to share the creative success of one of my best friends and a photographer so many of you know - we're a relatively small industry. Still, the passion for the craft is endless. That passion comes out in so many different ways. As the author's bio in the book shares, Kayce is a photographer, chef, cookbook author, cat lover, scuba diver, angler, virtual pub owner, content creator, snowboarder, and tequila expert...what a kick!

Order your copy of Sea of Thieves the Cookbook - I can promise you won't be disappointed!

​by Skip Cohen

We're down to the wire for Spring seasonality with graduations and then Father's Day on June 16. Both events offer plenty of opportunities for photographers to work their magic.

The Class of 2024: Think about the journey these high school seniors have undertaken, starting with the pandemic. This is your chance to be part of their celebration and immortalize their special moments. From formal portraits to candid shots at graduation, it's a thrilling time...and you have the talent to capture the essence of it all!

The Class of 2025: Now is the time to start planning for next year's seniors. Take advantage of Marathon's Power of 3 program to jumpstart your marketing. The beauty of this program is that Marathon is leading the way to make sure you keep everything on schedule! 

Working together with you on design elements and the message - they keep photographers on track. You won't miss a deadline as you build a three-prong marketing approach targeting seniors.

Father's Day: Dad is the perfect recipient for everything from family, children's, maternity, and boudoir portraiture to books and albums that tell a family's story. These are all great gift ideas and a long way from another sweater, summer polo shirt, shop tools, etc. 

Remember, your target to plant the seed for the idea is with Mom! It might all start with a post that simply says, "Looking for something different for Dad this Father's Day?" It's not rocket science; you're just presenting ideas to help Mom and the kids surprise Dad with something he might not expect and cherish.

​I'm right back where this post started—you're down to the wire in terms of timing. Procrastination is not a skill set, strategy or a marketing tool—you snooze, you lose!

by Skip Cohen

​At least thirty years ago, I had the honor of presenting Bev Walden with a Hasselblad when she won a Kodak Gallery Award. It was a fantastic moment because her work was incredible, and the award was so well deserved. That first meeting became the foundation for a terrific friendship based on my respect for Bev and Tim Walden as artists, marketing experts, and incredibly passionate photographers. They're simply great people...and educators.

Bev recently emailed me about two programs they have coming up on June 3 and June 10. Both should be no-brainers, regardless of your specialty.

Following the two of them over the years, I've learned so much, especially how they look at a portrait. I remember Tim talking about the final "product." It's not a portrait but a family heirloom to be handed down to future generations. And it's not just the finished quality of the print but the experience!

There are two not-so-secret ingredients to Bev and Tim Walden's success and reputation: their passion for the craft and their quest for the ultimate quality every time they click the shutter. From babies to families to seniors, to black-and-white vs. color, each portrait is unique, continuing to build the Walden brand as one of the finest portrait studios in imaging!

Check out both of these programs coming up. Click on each program for more information.

And nothing beats the value of great education when there's also a discount when you bundle both classes. 

​by Skip Cohen

It's Marketing Monday, and I'll admit I'm pushing the envelope with the title tied to a Commodores song with Lionel Richie, but here's my point. For any level of recall by consumers, you have to hit them multiple times with any message. 

While this post is focused on Marathon's Power of 3 programs, pay attention to the concept. It applies to so many different things you're doing to increase top-of-mind awareness with your target audience. For example, here's the Power of 3 mailing for senior photographers to use:

• First mailing: Introduce yourself and create awareness that it's time to think about senior portraits and become a part of the class of 2025.
• Second mailing: Give seniors a chance to take a second look at your photography and recognize your studio as the best choice for their senior portraits.
• Third mailing: One more chance to convince seniors that your studio stands out from the rest and that you offer the creativity they expect for their senior portrait experience.

There's also a fourth level available: For only 96¢ per name, you can add another "last chance" card to let seniors know they must call now or they will miss out. Custom design is an additional $65 for this card.

The same program is available for family photographers, and it's the same point—first, you plant the seed of awareness and then follow up with getting your target consumer more and more interested. Throughout the process, your audience becomes more aware of your skillset and abilities to help them capture important memories.

Marathon does almost all of the work. They'll help with designing your mailing piece, setting the calendar, following up with you to ensure you stay on the agreed-upon timetable, and even help you maintain exclusivity within your zip code range. I can't think of a better topic this time of year to help you increase business and expand your reach.

Many times over the years, I've heard photographers complain about doing a mailing and not getting a very good response - but THEY ONLY DID ONE MAILING! With all the noise in our lives, hitting a consumer one time will never get a good response.

Now, apply this to other aspects of your business, especially advertising. You have to build a rapport with your target audience; the only way to do that is by being in front of them multiple times. In addition, think of the Power of 3 if, during the mailing period, you were also using your reach in social media with related information of value. For example, a post using Throwback Thursday to show an old family portrait to remind Mom that it's time for a new one - after all, the kids are growing more and more every day!

Yes, this is an infomercial for Marathon, but the Power of 3 applies to so many different aspects of marketing your business!

When you change the way you look at things, the things you look at change.
Quora

by Skip Cohen

​One of the biggest challenges in owning a business is recognizing when to unplug and take a break. Sometimes, it's nothing more than an hour or two; other times, you need a few hours, days, or even weeks. Well, this past week, Sheila and I decided to go off the grid as much as possible. 

We wanted to take a short vacation with the pups, so I googled "Best Pet Resorts in Florida," and a place in New Smyrna Beach came up, (Black Dolphin Inn). It was only 200 miles away and perfect for a three-day break. Off the grid for us meant shutting off our phones and email and renewing focus on our little family—just the four of us.

I wanted to change our perspective on how we go through each day. No email, no blogging, no social media, and time to simply appreciate our life together. Well, it worked, but another bonus was being on the east coast of Florida.

Living in the Sarasota area, we get spectacular sunsets but never a sunrise. It's a very different perspective. Two mornings ago, I woke up early and headed outside before Sheila and the pups were up. The top photograph shows the sun just starting to come up, and the image below is 5-10 minutes later. The bird was purely an accidental bonus, but what a great way to start the day!

I still love incredible sunsets, especially since they last longer. But there's something to be said for that stunning ball of red at 6:30 in the morning!

​Here's my point today: From time to time, you need to change your perspective. In terms of business, stepping away for a few days was the perfect recharge. We've all become so over-focused on social media and being accessible. Most of us remember a day without cell phones—now, we're NEVER without one. 

I'm not suggesting that if you're in a consumer-driven business, you should randomly pull the plug and not be available. But you can find ways to still have the coverage you want and take a break when needed.

And as far as the change of perspective for a sunrise vs a sunset - it's all dependent on your mindset at the time. Had I been working and not on a mini-vacation, I'm not sure I would have taken the time to even look out the window first thing in the morning.

​I found a great quote below that makes the point far better than I can:

Wishing everybody a terrific weekend, and for all you moms out there - Happy Mother's Day!

​by Skip Cohen

If you've followed me for even the shortest amount of time, then you already know I don't support any programs, projects, or conferences I don't believe in. And if it's something I believe in business-wise, then it will always be something to help you build your brand, skillset, or revenue.

Marathon's BOGO on Grad Cards: I've written a lot about the senior market, especially since the pandemic. Each graduation class for the last few years has had to endure and still grow through some incredible challenges in their education. That makes each year a time to celebrate far beyond what most of us experienced when we were in high school.

Grad cards are a way for you to help them in the celebration and the recognition they so deserve. Adding to the benefit of building a stronger client relationship is a 50% off BOGO on top of your ability to design a unique product for each senior.​

Just click on the banner to the right, and it'll take you to Marathon's program for Seniors. You can also call them at
​1-800-228-0629.

​by Skip Cohen

We all know when our phones are low and need a charge. Yet, we repeatedly fail to recognize when our own batteries are low! Instead, we keep pushing ourselves without taking the time to recharge until we simply hit the wall.

Over the years, I've written extensively about the importance of attending every possible conference. Why? You can't push the envelope of creativity to build your brand and business without inspiration. We all go through it, and the stress of growing a business today is unmatched by anything in the past.

ClickCon is coming up, and it will be what so many of us need to get energized. I'm honored to be speaking, but look at the company I'm with!

It's at the end of July - an ideal time to help you fine-tune your plans for fall and winter seasonality. The speaker lineup makes my point, but go a step further, and here's a side benefit: 

Attendees and speakers have time to mix and learn from each other. New ideas are shared every day at ClickCon. Along with the speakers, the exhibitors represent a unique group of companies—again, all dedicated to helping you grow your skill set and thrive—not just survive.

​There's a special presale offer going on right now—just click the banner above. Register and then start following the conversation on the ClickCon Facebook page. There's a lot of excitement coming in the days ahead, and it's all about expanding your skills and helping you be a leader in your community.

Remember:

You Can't Pour From an Empty Glass

When you feel like you are running on empty, you are. Trust that, and take a step back.
Rest. Heal. Collect yourself. Then reconnect.
Only after you have refilled yourself will you be ready to dive back in and take over the world.
​Cyndie Spiegel

Okay, so "taking over the world" is a little over the top, but with the right tools you can take over your community!

​See you at ClickCon!

by Skip Cohen

It's Marketing Monday! I want to talk about partnerships but with a specific focus on the upcoming seasonality, using Mother's Day as an example.

Mother's Day is loaded with opportunities NOT to fly solo! Let's start with a direct mail piece featuring you, the photographer, a florist, and a local venue. The timing is tight to get something done for this year, but the model works for Father's Day and graduation season.

Direct Mail - Informational: Design an oversized postcard to get through the noise. Each partner has their own list of customers, which can be merged and purged of duplicates. That list for the three of you becomes invaluable, but you can also buy lists sorted by zip code with virtually any demographic markers you want to add. 

Direct Mail—Promotional: It's so easy to cross-promote each partner's expertise with any number of special offers. As the photographer, you can include something of value from the florist and venue when a client signs up for a sitting. The florist and venue would do the same. The special offers would be included on the oversized postcard you've designed.

Web Brand Awareness: Each partner needs a banner on the other company's website. This is great for Mother's Day, but it's even better all year long. I've seen photographers list other companies as "preferred vendors" in a sidebar or footer on their web pages.

Live Events: There's very little that beats the effectiveness of the three partners together, hosting an "Open House." The ideal location would be the venue, but if a venue isn't in the mix of direct partners, pick a recognized location in your community. You're bringing the community together to get to know each of you, and the goal is to create a little excitement.

Sponsorship: A partnership like this is perfect for bringing in additional support from each of the three companies' own list of other businesses they work with. For example, as a photographer, your lab and an album company are ideal to tie into the event.

Here's my point—great partnerships are everywhere, but you have to put in the work to make the concept work. Remember, your best marketing tool is relationship building. An effective partnership builds relationships not only with the companies involved but also with members of the community!

Stop flying solo!

by Skip Cohen

If only there was a button you could push to grow your business! There's no button, but there is an outstanding conference coming up to help you achieve your goals.
​
​When it comes to building our business, we're all in the same "boat." Everyone is looking for answers to the same kinds of questions: How can I increase business, as well as revenue? I need new customers, but where do I find them? How do I expand my skill set? Am I the only one with this kind of challenge? Who's out there that I could work with to develop a partnership? I need more diversified friends in my network - where can I find them? 

The list goes on and on, with so many small business owners looking for the solutions. Most of the answers to those questions are all coming up at ClickCon, July 30 - August 2. There are seven solid reasons to make sure you're there with all of us:

And one more critical reason: FUN! It's an important word, so often lost in the stress of business today. But when you're together with a group of like-minded artists with so many of the same goals, you can't help but have fun. "Fun" is the mortar that holds not only education, networking, and relationship building together, but your business!

With the two political conventions in the area this year, ClickCon had to make a move out of Chicago. But they stayed true to their core purpose in the location - accessibility. Check out the map - Detroit is a maximum of a 4-5 hour drive for everyone in the circle to the right.

I'm a big fan of ClickCon for all the reasons above, but there's one more I cherish - it's about accessibility to the attendees, including the speakers. Big conventions are great, but nothing beats being able to meet other artists and get quality time with the speakers and vendors as well.

Don't take my word for it - check out the ClickCon website and then start making plans to join us. It's a great platform with your opportunity for classes, photowalks, meeting educators, vendors, growing your business and best of all recharging your battery for the back half of the year.

GET $100 OFF YOUR CONFERENCE PASS (trade show only excluded) when you put "SKIP8586" in the discount code box at registration. Just click on the thumbnail to the right for more info - and join us in July!

​See you at ClickCon!

by Skip Cohen

It's Marketing Monday, and as I think through what might be helpful to you, I'm stuck on finding something new... something I haven't written about before. So, with the clock ticking down to Mother's Day, it seems like the perfect time to remind you to stop thinking you have to do everything alone - STOP FLYING SOLO.

The upcoming Mother's Day is the perfect example, with so many different opportunities for partnerships to share the cost and expand your reach. With every partnership, you increase your reach and expand the potential for brand awareness for your business. 

Reach in marketing is the measurement of the size of the audience that has seen your ads or campaign content. Reach measures your actual audience, and marketing reach measures the potential customers a campaign could reach. (Google definition)

Potential Partnerships include florists, restaurants, gift shops, spas, travel agents, and salons, just to name a few. The concept is all about reciprocity - you're helping a partner expand their reach, and they're helping you. Even more extensive are the different ways you can promote each other's business.

Shared Marketing Costs: This couldn't be simpler. The concept is based on sharing the cost of a direct mail piece. With just two partners, you'll reduce your costs for design, production, and postage by two-thirds. The best example for Mother's Day is working together with a florist and a restaurant in the area specializing in a Mother's Day brunch. You're splitting the cost three ways!

Direct Cross-Promotion: You and the one or two partners could offer a bonus, either a discount or something extra when a consumer supports each of you with a purchase. I'm not a fan of discounting, but it's the easiest example: Purchase a special Mother's Day arrangement at the florist and receive __ off on a family portrait. Make an appointment for a portrait sitting and receive __ off an arrangement.

Advertising: Social media gives you an amazing opportunity to cross-link to each other's websites with banner ads—your link should be on each partner's website and their links on yours. Over the years, a number of photographers have created an area on their website listed as "Preferred Vendors."

Editorial: Each partnership has the potential to soft sell the relationship in blog content, as well as local editorial with a press release to the various publications and major influencers in the community. For example, if you were doing a blog post or short video, you'd expand recognition with a link to the partner/partners in the copy. It's a spin-off of Subliminal Man from SNL many years ago - except you're going to be soft-sell.

Here's my point - you snooze you lose! Stop thinking you have to do everything by yourself. Working with partners increases your exposure, each partner becomes an ambassador for the other companies involved, and you decrease costs! ​

by Skip Cohen

If photographing seniors is already part of your business, then you already know we're getting down to the wire to support this important specialty. May and June are the two most popular months for high school graduations, but the revenue benefits happen in two stages—the original sittings for the portraits themselves and, second, happening now, support with products like grad cards.

As I've written before, the class of 2024 has had a lot to deal with over their years in high school. Most of them were freshmen when the pandemic hit. Coping with the challenges of being in and out of the classroom is just the tip of the iceberg in their experiences. Think about everything we've all witnessed over the last four years - from school shootings to politics to Mother Nature's wrath around the country, they've been exposed to one crisis after another.

Here's my point—if you're already a senior photographer, you've got an opportunity to help them celebrate. And if you're just getting started in this genre, you're in a unique position to take the lead in your community and play a key role in helping them capture more memories.

Marathon is helping you with some great tools in the process with their special promotional offer going on right now for grad cards. It's a BOGO with buy one get one at 50% off, and there's no limit on how many cards you can order. That means helping you build more revenue!

Yes, this is an infomercial for Marathon, but it's also an aspect of growing the business I believe in for so many of you. The link is through the banner below - but the clock is ticking down, and you don't have much time left...

by Skip Cohen
​
​It's a new year, and what everyone thinks of as the "slow season" is over. With Mother's Day, graduations, proms, and Father's Day all just around the corner, Spring seasonality is in full swing. But today's post isn't about seasonality but the diversity of your skill set. For those of you who are struggling as one-trick ponies – it might be time to diversify. Having a primary specialty is excellent, but it's time to grow if that's all you can photograph confidently.
 
Think back to the height of the pandemic – when events were all canceled, people were paranoid about virtually everything – and we all hunkered down. Now, think about your plans if another crisis were to happen, even the most localized event that forced you to change your business model. If you who think I'm being an alarmist - forget about any crisis and just think about how you're going to increase your customer base and revenue.
 
How will you grow your business and, at the same time, insulate yourself from some of the more critical outside challenges? Do you have the skill set to tackle other imaging applications? Here's an excellent example for wedding photographers:

Let's assume you photograph nothing but weddings. Sadly, you're missing other opportunities. There are all kinds of statistics about when couples start families. That means, depending on the age of the brides you've photographed, there's a strong potential for maternity and newborn photography in the future. And babies become children, and that opens new doors for family portraiture. Families get pets, which opens another opportunity for pet photography.

If you hate the idea of diversity to other genres, then build a relationship with another photographer or two who specialize in subjects you don't. For example, if you hate the idea of maternity and newborn photography, then align yourself with an artist who specializes in those two categories. Build a referral business where you support each other.
 
While the major first-quarter conventions have passed, there are still opportunities for you to grow and diversify. From conferences like ClickCon in late July to educators who teach privately and online programming, there's so much available in every genre. Take the time to take a few classes outside your core specialty.

Your goal is to never say, "I'm sorry, I don't do that kind of photography," but to always have a solution for potential clients who contact you. So, if you don't have the skills, the next best thing is to offer a referral to an artist who does.

Remember, growth only happens outside your comfort zone.

by Skip Cohen
​
Typically, timing is everything, and while it's pushing the envelope for a three-part mailing for Spring seasonality, it's NEVER too late to plant the seed for later in the year. 

You're all looking for ways to make your business stand out in the community. Competition is fierce, so how can you cut through the noise and attract attention to your role as an artist and the ultimate storyteller? 

Marathon's Power of 3 marketing for families is a simple and cost-effective way to market to families in your area. Plus, there's ZIP code protection available on the design on a first-come, first-served basis! And if that isn't enough, you've got a starter kit to test drive Marathon's Bella prints with ten complimentary 8x10s! Just click on the banner to the right.

I know today's post is an infomercial, but it's for a company I so respect and have worked with for over thirty years.  Here's my point:

You've worked hard to raise the bar on your skill set and grow your business. But nothing happens without marketing and building relationships with your target audience. Today, you have more tools for capture, post-production, and reach than at any time in the 200+ year history of photography. What good is creating outstanding imaging and establishing yourself as the leading storyteller in the community if people don't know who you are?

Direct mail is back with a vengeance and can help you get through the noise and plant ideas for photography with your targeted clients! Marathon's making it so easy - even giving you an opportunity to see the quality of their marketing material and the finished Bella prints!

Don't take my word for it - go ahead and call Marathon to find out more at 800-228-0629 or visit their website.

If you don't design your own life plan, chances are you'll fall into someone else's plan. 
And guess what they have planned for you? Not much!
Jim Rohn

by Skip Cohen

It's Marketing Monday, and I saw the quote above and loved it. It makes the point about planning, although I'm going to scale it down a little.

It's April 1, and so many artists are still procrastinating about going after spring seasonality. Except for wedding photographers, most of you only have two major stretches of seasonality—the spring and the fall/winter holidays. There's so much you can be doing RIGHT NOW!
​

• Graduation is right around the corner, and the class of 2024 has endured a lot to be graduating. From Covid, to the economy to the craziness of politics, school shootings, and even Mother Nature's wrath, they deserve to celebrate. You've got a chance to play a role in that celebration. Take a look at Marathon's BOGO going on now for grad cards.

 

• Mother's Day is the next opportunity.  Now is the time to plant the seed for unique ideas by combining the holiday with your skill set. To start, how about a partnership? It could be anything from a cross-promotion with a florist to a venue known for its Mother's Day brunch. Mother's Day is perfect for an updated family portrait or a session for children's portraiture.

 

• Father's Day might not be until June, but you need to plant the seed with Mom early on. And depending on Mom, you've got the opportunity for everything from boudoir to an updated portrait of her and the kids, or just the kids.

Regardless of which events seem to best fit your expertise, there are opportunities for joint mailings and sponsorship. The cost of a direct mail piece drops to 1/3 with just two partners. And remember, pet photography—it's number three in the hierarchy of why people hire a professional photographer! According to Forbes, 66% of US Households have a pet—that's approximately 87 million homes!

Here's my point today - procrastination is not a strategy, although we all know people who have made it a skill set! Stop pondering and start taking action. ​

by Skip Cohen

One of your best marketing tools for building your business is responding quickly to customer requests. There's no such thing as getting back to a client too soon, and response time is even more important when it's with a potential customer!

Here's a great example with two different consumer companies:

I called the company that fertilizes our lawn and landscaping. I wanted somebody to come to the house and explain why they don't seem to be doing as good a job as in the past. After two weeks and multiple phone calls, I never heard back, so I went in search of a new company.

Around the same time, I contacted our "pest" company, which regularly sprays for roaches, fire ants, etc., which is part of the challenge of living in Florida. All I wanted was an estimated price for mosquito control. It was no big deal; just a ballpark price. They wouldn't do it over the phone and needed to send a manager out to review my property—even though we've been with them for at least ten years at two different homes!

There are two issues here:

• Because neither company responded quickly, I went off to search for somebody new. I found one that provides the services of BOTH companies and even saves money in the process.
• Once I terminated the relationship with both companies, nobody ever contacted me to follow up on why a long-time client would drop their services.

Here's my point: Years ago, I had a friend who was a residential realtor in Las Vegas; whenever he didn't get the listing, he always made it a point to contact the client and ask why. He always did it in a thoroughly kind and gracious way, "It was great to meet you, and I'm hoping you're comfortable sharing why you didn't choose us. We're always working to improve our business, and if we're missing something, your feedback will help us with future contacts." That's paraphrasing what he'd ask, but close enough to make my point.

A big part of the strength of your brand is built on integrity, trust, and good communication. Respond quickly to customer questions. And when you lose a job, don't be afraid to ask what was missing. Everyone knows their strengths—the challenge is understanding and building up your weaknesses!