"If you don't sacrifice for what you want, what you want becomes the sacrifice."
Unknown Author

In theory, the slow season is officially over and with April, business for most photographers starts to ramp up. As I was looking for a quote to share this morning the one above stood out and ties directly back to a couple of threads I was reading in one of the forums as well as two personal conversations with friends over the last few days.

It's a short post this morning, so please stay with me!

All the answers, along with the tools to help you build a stronger business and make 2019 your best year to date, are out there. But if you don't take advantage of them and make a sacrifice to get them, then the road to success becomes more difficult and a piece of your dream, at least in terms of a better business, becomes the sacrifice.

I know there are times when life gets in the way, but when an aspiring pro writes about a conference or workshop, "I wish I could go, but just don't have the time right now," or "I just can't afford it," growth and an opportunity to thrive are on the path to the slaughterhouse!

And there's my point - Nothing beats hands-on education especially at a convention/conference. ShutterFest is the next one up this month, followed by state and regional conventions, workshops like JB Sallee's, Photoshop World, and ClickCon in August. Then there are online programs, blogs to read, YouTube videos to watch and the list goes on and on. And there's new educational material out there all the time, like Tim Kelly's Master Photo Techniques, just recently launched.

If you want to thrive in the year ahead, then you have to invest time and sometimes money. A great skill set isn't just about capturing great images and creating stunning photographs - it's also about marketing, building your brand and continually raising the bar on your reputation. It's about a strong network and staying on top of consumer trends and new ways to present images.

You've got to invest in your future. And, when it comes to money, there's ALWAYS a way to pay for a conference. All it takes is learning one new technique, adding one new friend to your network, or figuring out a new way to market your business and the trip pays for itself! 

"If you don't build your dream someone else will hire you to build theirs!"
Tony Gaskins

Come on you guys - you know how to hold focus on your camera. Isn't it time you held focus on your dreams?

Intro by Skip Cohen

This is a perfect reminder for Marketing Monday and where your focus should be!

Scott Bourne shared this post several years ago, and I brought it back in 2016, but recently after reading a few absurd discussions in some of the Facebook forums, it's the right time to share it again! Too many of you are wasting time arguing and having pointless discussions with your peers, rather than building relationships with your clients.

If you divide your activities into thirds - then one part should be building your skill set. Another is building relationships with your clients, and the last is everything else. Obviously, that's simplified, but my issue is how much time, so many of you waste working on things that don't matter rather than putting the energy into building a stronger business.

Your greatest marketing tool is relationship building, and I've tagged Scott Stratten's book more than once in previous posts. His tagline for his book Unmarketing says it all. Stop marketing. Start engaging.

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.
​

It might not feel like it weather-wise, but according to the calendar, we're into the first week of Spring. And, with the next few months comes the second biggest hit of seasonality in professional photography. I write just about the same post every year at this time. Sadly, too many of you will play the you-snooze-you-lose game and miss an opportunity to create a little excitement as well as revenue to kick off the new year.

Everyone thinks of the first quarter as the slow season, but it's only as slow as you want it to be. Wrapping up the first quarter, opportunities are everywhere for you to create strong brand awareness, partnerships, a sense of giving back in your community, and let's not forget revenue! 

• Mother's Day: The holiday is close, but still far enough away for you to put together a portrait promotion and the possibilities are endless.
  • Call your lab and ask, "What's new?" Come up with a special Mother's Day portrait program with an updated family portrait printed in a unique way.
  • Announce a "Grandma Campaign" with a new family portrait as a unique gift.
  • Create a joint promotion with a florist and a local venue that's popular for Mother's Day brunch.
• Prom and Graduation: From taking advantage of Marathon's BOGO program for graduation cards to portraiture, proms and graduations will be taking place all over the country. Searching Google I found the high school graduation count is anticipated to be over 3.5 million in 2019 and college graduates; all degrees are over 4.0 million. 
• Father's Day: Women make 98% of the purchase decisions to hire a professional photographer in the portrait/social categories based on a Kodak survey over 20 years ago - I don't believe the number has changed a single point over the years. So, what are doing to plant the seed of an idea for an updated family portrait for Dad?
• Business Campaign: With Spring comes a whole new mindset. The weather is getting better. People are going out more, and in business, everyone is looking for a fresh look. Now's the time to launch a headshot promotion!
• Teach a class: No matter where you live, there's someplace where people gather. It might be your church or temple; a local community center, Boys and Girls Club, etc. Position yourself as an expert in photography and offer a free class to help everyone take better pictures. There are things you do every day you take for granted - so help your community raise the bar on the quality of their photographs with a class on composition, exposure, posing and storytelling. Even if the only camera they own is a cell phone, you've got the expertise to get them excited about their images.
• Blogging: If you've got a blog, now is the time to get people thinking about photography. Use your blog to plant the seed for ideas on updating family portraits, headshots, improving your readers' skill set and great gift ideas. Your website is about what you sell, but your blog is about what's in your heart. Use your blog to help create more excitement for the products and services you sell.
• 'Tis the Season: Last on the list, simply because it's Spring - the second quarter is ripe for opportunities at various events, fund-raisers, and walkathons. It's an opportunity for you to get more involved in your community. Remember, people like buying products and services from companies they perceive as giving back.

And there you have it - seven topics to help you make this Spring a record-breaker. But, nothing happens if you procrastinate through April, May, and June and the "should" on yourself as you look in the rearview mirror and say, "You know what I should have done?"

It's Marketing Monday and technically the last week of the "slow season" because business starts to ramp up in April. This is your last week to procrastinate about cleaning up those corners of your business you've ignored for too long. 

As a kid, I remember being told I couldn't go out to play with friends until I cleaned up my room. Later as an adult, I remember one of my dive buddies being told by his wife he couldn't go on a scuba trip until he cleaned his home office! Somebody reminding us to clean something up seems to follow us throughout life! LOL

Well, this morning it's my turn, reminding you that it's time to clean up your website, blog, Customer Service issues, your gear or maybe it's outside your office or studio and time to make sure your reservations for an upcoming conference are all set.

The list goes on and on, but here are some things to think about before business picks up substantially and you're running too fast to do maintenance.

• How's your "About" page? Unless it was a Pulitzer, your clients don't care what awards you've won. Talk about why you love being a photographer; how your clients trust you to capture the very best images or how you're able to capture memories and stop time.
• Need a new headshot? Most of you have terrible headshots and need something in line with your role as a PROFESSIONAL photographer!
• How's your "Contact" page? Give people a phone number and a way to contact you besides a template email form!
• When was the last time you updated your galleries? Only show "Wow" images - photographs so good that you'd just have to show one to get hired. 
• How's that blog working for you? Not great for most of you. If you're not sharing a new post at least twice a week, then put your blog on hold until you can be consistent. So, BUILD A STASH! Sit down this week and write 15-20 blog posts in advance. Share picture-taking tips, ideas on storytelling, what to wear for a portrait, info on upcoming community events, new products/services you're offering, tips on what to look for in a photographer...and the list goes on and on!
• Is your price list right? By "right" I mean are you going to make money this year or live on macaroni and cheese until you see your accountant in 2020!
• Got everything together for your taxes?
• Got your plans for the various shows and conferences this year? ShutterFest is at the end of April. ClickCon is early August. Then there are state and regional conventions all over the country.
• Are you doing any mailing campaigns this year? 
• Are you cross-promoting with other photographers or vendors? For wedding photographers, there are so many potential partners: bridal salons, spas, travel agencies, caterers, wedding planners, florists, limo services, bands, etc. For portrait photographers, there are children's stores, restaurants, venues, etc. Don't forget promoting with other photographers - you've only got so many days a year you're available!
• What are your seasonal plans for Mother's Day, Graduation and Father's Day?
• Got all the gear you need for the new year? From memory cards to camera bags, camera bodies and lenses the list is endless. And, don't forget to check your backup gear.
• Who's your backup? If something goes wrong and you can't cover an event on your schedule, what's your plan? Just like when you were a kid, you need to do a fire drill and see if you're covered.

No one single post can include everything, but without any hesitation, ALL of you have something you've put off doing to make your business stronger in 2019. Don't let the year start out with a flat tire! In the same way, you'd check everything out on your car if you were making a long road trip, do the same with your business. 

And, at the risk of doing a little shameless self-promoting - I'm speaking at ShutterFest April 23 and 24 doing two programs. The first is a double and is going to cover all the ideas above, and more - it's all about low-hanging fruit. Many of the ideas I'll be sharing will be things you can do almost immediately to build a stronger business. The second is all about fine-tuning your blog and making it an asset to your business instead of a liability in your growing list of responsibilities as a small business owner. 

If you get stuck trying to figure something out, you know where to find me, and I'm happy to help. We're all too close to our own businesses and sometimes it just takes another set of eyes!

One of the biggest challenges for every photographer is pricing. Whether you're new and just starting out in business, or you're a seasoned veteran offering new services and products, maintaining a healthy profit margin is critical to not only survive, but thrive.

Last week I joined my co-host from Mind Your Business and Beyond Technique, Chamira Young to talk about some of the mistakes photographers make when setting their prices as well as a few solutions. There's a lot of good content in this new podcast and thanks to PhotoTexting.com we expanded the topic into what is the next big thing in marketing and relationship building.

Think about how your clients communicate today versus ten years ago, or for that matter just five! Technology is changing every day and along with the changes come some remarkable opportunities. Understanding how texting can help you grow your business, reach more clients and reinforce your client base with a stronger sense of customer service is so essential to your success.
​
PhotoTexting.com's Mobile Price Lists App helps you book clients faster. See how it works for yourself! Text "pricing" to 800-240-6909 to see a sample price list.  You'll receive a text with a sample price list so you can experience what your client would experience if you were using the Mobile Price Lists app. NOTE: You won't be spammed, and you're not signing up for anything!

The Mobile Pricing App can include your pricing, specials and various options for prospective customers to book your business with one tap on their phone. And, you can customize your mobile presentation to be unique to your business and style.

The Mobile Pricing App is just one of a dozen or more apps to help you build a stronger business. Isn't time to check it out and learn what all the buzz is about?

​The Internet has changed the way we share images. Mobile technology along with texting has shared the way we communicate. Put both vehicles together, and your target audience has the greatest selection of purchase options in the history of consumerism.

That makes one of the biggest challenges in marketing for photographers finding ways to make your work stand out from your competitors. While the Internet has made the world a smaller place, allowing us to communicate with other artists all over the world, from a consumer position it's made your world much larger.

In just the United States alone, Internet penetration is at 95% of American households!  ​

​When you take a hard look at the trends in the various photographic specialties under the portrait/social umbrella, the most significant changes have occurred in the high school senior market. A senior session is a lot different than when I was a kid. (Yes, this is that time of year when I drop in my high school senior shot, and my buddy Scott Bourne asks if Matthew Brady was the photographer! LOL)

An estimated 3.6 million students are graduating from high school this year in the U.S. And; they're graduating from approximately 37,000 public and private schools. If you're focused on the senior market in your community how are you going to make your work stand out?

The average consumer has access to thousands of photographers today, making it critical for you to build a strong brand in your community and within your niche. As a senior photographer, you've got two targets, Mom and the seniors themselves. Remember though, Mom still makes 98% of the purchase decisions to higher a professional photographer in the portrait/social categories.

So, when it comes to targeting Mom, I love the tools Marathon Press is giving you. For example, right now there's a special BOGO offer on Grad Cards. I ordered a Senior Grad Card Kit and from the packet in the top corner of the photograph below came 19 samples from their forty-five graduation card collection!

And, if you don't have a design idea in mind, check out the designs already in the pipeline to help you through the process. Plus, Marathon has a fantastic staff of experts, all dedicated to helping you set a standard with your clients that helps make you habit-forming. If you get stuck in the process, they're available to help you with the best customer service in the business!

Your greatest marketing tool as a photographer and small business owner is relationship building. It's a non-stop process all year long, but there are plenty of things to talk about, especially if you're target is the senior market. Marathon has so many of the tools you need to build a stronger business, and with a BOGO offer right now on Grad Cards, they're even helping you to be more profitable!

The first post in our new PhotoTexting series talked about your first step in the process of taking your business to the next level, being assigned your own exclusive 800 number. Well, this week let's jump into mobile brochures.

Wandering into Google, I asked a simple question, "How many people text?" General information from several different sites showed some incredible statistics**:

• The number of monthly texts sent has increased by almost 8,000% over the last ten years.
• 90% of people ALWAYS have their smartphone accessible.
• 97% of American text at least once a day.
• Texting is the #1 most used way of communication among Americans under 50!

Twenty years ago I helped two friends design a product brochure and a workshop piece. I put what seemed like endless hours into creating and writing text for both brochures. And, while they both looked okay, they were printed pieces, expensive to produce because they were being printed in small runs and couldn't be easily updated. We had to guess at quantities. With one we printed too many and the other not enough. 

A printed piece is still a necessity to have, especially when meeting directly with clients but the world is changing. In the same way, we share pictures today with the Internet we're communicating differently. 

PhotoTexting.com is a new SCU partner, and I'm excited to not only be on the cutting edge myself but be able to share their apps with all of you. Having the ability to keep your company brochure updated with new images, text, and links to contact, special offers and pricing information is at your fingertips and easily changed/updated. 

Most of you know I refer to myself as the "Low-Tech Poster Child" of the industry. Well, if I can do this stuff so can you. At WPPI last week I used their App as a speaker. Instead of giving people a handout of notes from my presentation, with one text message to my number they automatically got back my notes and a link to my website, exclusive content and two short videos. They could choose what they needed.

And here's one more important statistic about texting**:

82% of text messages are read within 5 minutes, but consumers only open 1 in 4 emails they receive.

​Check out everything PHOTOtexting has to offer. There are so many different applications and ways for you to build stronger brand awareness, increase sales and expand your reach.

And nothing changes from my goal - ​I don't want you to just survive in 2019 - let's make sure you thrive!
​

​**Sources: StasticBrain, CTIA, Pew Research, Gallup, FlowRoute

We make a living by what we get. We make a life by what we give!
Sir Winston Churchill

​I've written a lot about the importance of community involvement over the years. It's so important to give back to your community, and being involved is one of the best ways to build brand awareness.  Here's how I stumbled upon a wonderful non-profit here in Sarasota.

We moved to Sarasota in 2011 to give my Dad a hand with my mother who was fighting the battle with Alzheimer's. That's when we discovered the Caregiver Resource Center, and we started attending the weekly support group for caregivers.

With our very first meeting, Dad started to change. He learned it was okay to be angry and feel frustrated; he learned he wasn't alone; and discovered it was okay to share everything he was feeling, something his generation was taught NOT to do.

My relationship with the Friendship Centers is going on eight years. And, Sheila's also involved, having volunteered repeatedly along the way. They're a seventeen-million dollar nonprofit providing support to thousands of people to thousands of people in south Florida.

I'm not writing to toot my own horn but reminding you how important it is to be involved in something in your community and the industry. I've heard so many photographers comment, "In my community, there aren't very many things to be involved in!" Seriously? There's a level of pain, frustration, and a place for photographers to lend a hand in EVERY community. Try these on for size:

Those are two of my favorite photo-centric organizations who are involved on a national level that will keep you engaged but let's move to the local level. Here are just a few ideas of resources to identify where you can help.

• Visit the Chamber of Commerce: In every community, non-profits are fighting to survive and help members of the community. Contact the Chamber of Commerce if you're having a hard time finding out who they are.
• Visit the Schools: Every school in the country is fighting for support. And, every time a funding bill doesn't pass in the community, the first things to get cut involve the arts. From the school paper to photography and music classes to the yearbook, they need help, and you've got the skill set to be a part of what they need most.
• Visit the Local Hospital: Living in Akron I remember trying to get Molly the Wonder Dog into the Puppy Brigade at Akron Children's Hospital. She passed every test until she had to sit still in front of a woman with a surgical mask. LOL - it scared her, and she cowered behind me. Check with your local hospital and see where you can help.
• National Non-Profits: From the Alzheimer's Association to the American Heart Association to the American Cancer Society to Big Brothers Big Sisters there's an organization in your area that needs help. 

Here's the bottom line - Jay Conrad Levinson, considered the father of guerrilla marketing put giving back to your community in the top ten things business owners need to do to build a stronger brand. Why?  Because people like buying products and services from companies they perceive as giving back. 

I know many of you are outside the US, but in every country and every community in the world, there are groups of people needing help. Your community, wherever you are, needs to see you as more than just another retailer. You're looking for your community to be good to you - so you need to be good to your community!

“You can have everything in life you want, if you will just help other people get what they want.” 
Zig Ziglar

​I don't pull posts out of the SCU archives very often, but it's Marketing Monday and a perfect way to remind many of you that great marketing doesn't trump your skill set! 

I wrote most of this post three years ago, I had just come back from WPPI and was surprised at the number of new photographers I met who thought they could rush the process of becoming a pro. I heard somebody comment as they were watching Michele Celentano during a live demo say, "That's easy for her to say!"

Not one of today's icons started iconically. They didn't just wake up one morning as if the Success Fairy wandered in during the night and sprinkled success dust over them and *poof* they'd made it to the top. And, if you talk to any of those people who we define as iconic, they'll tell you how they're still practicing, learning and experimenting. They never stop attending programs for the benefit of boosting their own skill set.

Don Blair at 74 was once asked, "What's the most incredible portrait you've ever done?" He immediately responded, "I don't know, I haven't made it yet!" Even then, considered one of the finest portrait artists in the industry, he was always experimenting in his search for the ultimate image.

Years ago Michele spoke at GoingPro Bootcamp, a program Scott Bourne and I put together. Her opening comments said it all, "Twenty years ago I was sitting right where you are now, wondering how long it would be before my work didn't suck!"  She then proceeded to share some of the worst bridal images I've ever seen. I got her to send me a couple of them featured above.

So, for those of you trying to rush the process, and thinking success is all in how creative your marketing can be - here are three things to think about:

• Stop thinking it's your gear that will make you a success. While great gear does open some new doors for you, it's understanding the skills you need that's more important. Vincent Laforet said at a Skip's Summer School program a few years ago, "When you don't have that long lens you wished you had, stop letting it hold you back. Just move in closer!"
• There are no shortcuts to becoming a great artist. Practice every day. Ralph Romaguera, a past president of PPA, compares being a photographer to musicians practicing their scales every day or a ballplayer warming up swinging two bats. You've got to practice regularly.
• Jealousy is a waste of energy. This isn't just about photography; it's about business envy. A lot of you need to give it a rest and stop thinking everybody else's grass is greener.  

                          "Envy comes from people's ignorance of, or lack of belief in, their own gifts."
                                                                                 Jean Vanier

And, there's the most significant part of the problem. Many of you are so gifted, but you've spent too much time following the icons. Just for a second today look in the mirror and if you want to envy somebody, check out the face staring back at you. If you've got the passion for the craft and the desire to be a great artist, then give it the time it deserves and start believing in your own gifts. Stay focused on what's in your heart and, accept as an artist; there's no such thing as overnight success.

Most important of all, know there are a whole bunch of us out here rooting for you and believing in your goals and willing to help when you need the support.

I first wrote about this topic five years ago, but after following a thread in Facebook Wedding Photographers recently, it's time to bring it back. Yes, things have changed a lot over the years, but usually, when somebody makes a statement about how much things have changed, it's negative. It's made out of the frustration of things not being as easy as they used to be, and they always sound like the sky is falling! 

Yes, things have changed in different areas:  You have to work harder today to get through the noise, build brand awareness and establish your reputation. Technology, the Internet, social media have changed the way we market ourselves. New gear, pushing you to expand our skill set, is being introduced regularly. But at the same time, your reach is the strongest it's ever been and you have the most creative tools in the history of photography!

While certain aspects of photography have changed, the principles behind a successful business haven't moved an inch! A new photographer starting out today has the same challenges as if they started twenty years ago. The questions are the same...How do I close the sale? Should I advertise my prices? How do I get people to know I'm here?  Then there are questions on insurance, promotions and the importance of never compromising on quality.  

My point is, the foundation of a strong business as a photographer NEVER changes:

• You still need to produce a quality product!  While there are those who will argue most consumers don't know and don't care, I'm convinced that's a cop-out. Every time I hear a photographer say that I can trace back his/her actions to missing something in customer service in their own business. Consumers do want quality and when you take the time to show them the difference the majority of the time they understand.  It's all in your presentation, and how you educate your client is an important key to success.

• You still have to provide a respectable level of Customer Service! Customer Service is your secret weapon. You've got be accessible, build relationships and be listening more than talking!
• You have to anticipate your customer's needs.  Pay attention to your target demographics and see the world through their eyes, NOT yours.
• You have to listen to your clients.  Most important of all, you need to meet their mindset and exceed expectations. You've got two ears and one mouth - listen twice as much as you talk.
• You still have to provide a pleasing representation of the client, the products, whatever it is you've been hired to photograph.
• You still have to exceed client expectations and make yourself habit-forming! This is still a strong word-of-mouth business, and you need to get your clients excited and talking about you!
• You still have to market yourself to get through the noise.  I'll admit it's harder than ever to build brand awareness, but the necessity to do it is still there. And, with a good website, blog and presence in social media as well as some great old standards, like direct mail, community involvement and partnerships, the tools are at your fingertips!

Last but no least, your work still requires a passionate eye, a great heart and a quest to always look for that decisive moment. Ansel Adams once said,

                    "Sometimes I do get to places just when God's ready to have somebody click the shutter."

And that's one more thing that hasn't changed - as a professional photographer you're still part of an incredible legacy of creative spirits like Ansel, Avedon, Scavullo, Karsh, Eddie Adams, Herb Ritts, Mary Ellen Mark, Arnold Newman, Dean Collins, Don Blair and Monte Zucker, just to name a few.  They may have passed away, but the legacy they left behind hasn't changed. It might sometimes be challenged by technology, and even the economy, but it remains a powerful tribute to pride, quality, creativity and art.

So, that old quote still applies...as much as things change, some things never change!

​It's Marketing Monday, and over the last few years, I've repeatedly written about using your own images for your holiday card, thank-you notes, and stationery. As professional photographers, you need to show your work at every opportunity, and nothing is easier than a great holiday card.

Because of an incorrect address in her files we got a pleasant surprise in today's mail from Sarah Petty. If there was an award for the best holiday card of the season this year, here's the presentation that would win hands-down. From the very first panel of this black and white fourteen-panel accordion style card to the last, it's a celebration of photography, family and Sarah's ability to walk the talk!

​Sarah's sharing a seventeen-year body of work spotlighting her three kids. I can't think of a better way to remind people what she does best as a photographer, artist, and let's not forget Mom and parent!  Her last page below brings everything together. I called and asked her for permission to share these images, and she sent me the pdf, but on the card I received she topped it off with a hand-written wish for a happy new year.

Sarah and her team are regularly sharing outstanding marketing tips to help you build a stronger business. Click on any of the images in the post to link to her Joy of Marketing blog. And, if she's teaching at any conference you're attending, run don't walk to grab a seat.

It's no good running a pig farm badly for thirty years while saying, 
"Really, I was meant to be a ballet dancer." By that time, pigs will be your style.
Quentin Crisp

The other day in the Facebook Wedding Photographers Forum in commenting about a post that was up, a photographer responded with..." wedding photographers are considered the bottom feeders of the business." Yes, I'm taking it out of context, but it doesn't change the nature of the comment.

Having worked with professional photographers for the last 30+ years, I've got a lot of friends on the wedding side of the business. And, while I'll admit I consider photographing weddings one of the very toughest specialties in imaging, it's anything but filled with "bottom feeders." Sure, it's the easiest of the photographic specialties to break into, but that's also because it's got the highest demand with a relatively stable need of 2.5 million weddings each year, just in the US alone.

Wedding photographers, working on a day when Bambi Cantrell has described as, "Logic doesn't reign as king!" they have very little control over the event they've been hired to photograph. They work in some of the most difficult lighting situations, often with unreasonable time constraints and stress. Yet, many of them capture stunning images, tell incredible stories and create the first family heirloom of a new family!

However, what really bothered me was the way a comment like this can be perceived, and I went off searching through the SCU archives, because I know I wrote about being happy with your career choice several years ago. So, if you read parts of this post in 2015, my apologies, but it's too much on point not to share again!
​
On a fairly regular basis I'll hear a photographer comment about the things they don't like about their career choice. It's always the same tone as they look back and say something like, "I really wanted to get into fashion, but..."

No matter how long or short a time you've been in business, there's always the opportunity to change paths. Nothing has to be forever. And for those of you who are already rolling your eyes and saying, "That's easy for you to say," I know exactly what I'm talking about.  I'm the guy who left a great job as President of Rangefinder/WPPI, because I was no longer happy in what I was doing. It wasn't easy, but had I stayed; it would have only been a matter of time until my heart just wasn't in it.

This year it will be ten years since I resigned from Rangefinder Publishing/WPPI and started my own company. It's been an amazing ride and continues to still have me jumping out of bed each day, smiling and filled with the curiosity of a kid on Christmas morning. Adapting isn't easy, but it's incredibly fulfilling. The industry is constantly changing; technology keeps expanding how we communicate and share images; and the world keeps getting smaller. I shared images in a spotlight post last week from Chad Pennington, who I caught up to while he was having lunch in Nigeria!  

If you're unhappy with what you're shooting, then you owe it to yourself to identify what's missing. That applies to everything you do, including what's going on in your life. Find the time to stare into space and ponder the meaning of life.

What works best for me is to find a quiet place in the house. We've got this one chair in the living room that's incredibly comfortable. I'll typically get a glass of wine, put on some of my favorite music and kick back for an hour or more to think about a specific task or project. The key here is uninterrupted thought. I might even have a small notebook close by to write down some ideas. At some point, I'll have ideas for a solution, and that's where Sheila comes in.

You need a sounding board, and ideally, it needs to be somebody who knows you better than you do! This is about trust, understanding, and expression. Often, some of the ideas in my head are good, and other times they're horrible, but Sheila's insight helps me focus. This approach works for the significant challenges, as well as the small ones...the key here is being honest with yourself and living by that line from Shakespeare,

                                                                     "To thine own self be true."

Remember, you can't create images that tug at people's heartstrings if your own heart isn't in it!

It's that time of year when, for most of you, things are relatively quiet. It's the slow season, but as I've already written numerous times before, that doesn't mean it has to be slow for you. Now is the time to be fine-tuning various aspects of your business. However, everything you're hoping to do in 2019 starts with your mindset. 

There's a great one-liner I've shared before. While I'd love to take credit for it, I first heard it close to forty years ago from Ed Foreman, a terrific motivational speaker. I heard him speak back in my Polaroid days. I've quoted him easily a dozen times in the past in both live programs and posts. 

       "If I can see the world through my client's eyes, then I can sell my client what my client buys!"

So, before you continue to lay out the year ahead, plan your marketing strategy and start thinking about how you're going to grow your business, read that one-liner once more.

It goes a lot deeper than just putting yourself in their shoes.  You've got to literally work to see things the way your clients do, and that includes their perception of you. It's all about building trust. It's about listening more than talking. It's about putting your mind's eye into high gear and visualizing how they want their images to look, and why they've come to you in the first place. You've got to sense their concerns together with their expectations and create products unique to them and express their personality, lifestyle, and passion.

When I interviewed Kirk Voclain many years ago for an article in PDN, he talked about the key to success in photographing high school seniors. It was all about talking with them and watching for the most natural expression when they hit a topic they loved. It was about creating an experience for them. I'm paraphrasing a little, but Kirk's comment really stuck with me:

"Skip, there are a lot of mediocre photographers out there who make a great living photographing seniors because they make the sessions fun!"

Think about that...now raise the bar and be more than just a mediocre photographer. Listen to your clients, see the world through their eyes and don't forget about "fun."  "Fun" is that all too often lost word in business today and we all need to work to bring it back!

It might be January 7, but it really is the first full week of the new year.

There are too many of you walking around like deer at night caught in the headlights. You're still thinking 2018. You have projects to wrap up and orders from last year. You're still undecided on what conferences you're going to attend. And, while you've thought about things you want to accomplish, you're still in a procrastination mode on taking those first steps.

Sound familiar?

It's Marketing Monday, and while we all think of the first quarter as the slow season, that doesn't mean it has to be quiet for you. Take the time, starting today, and put together your laundry list for everything you've been procrastinating about in regards to your business for the new year.

Here's a list of common denominators, so many of you share:
​

• Your Website: Let's clean it up! Update your galleries; check your navigation; clean up your about page, and consider a change in design too.
• Your Blog: If you're posting every full moon then stop blogging. A successful blog is about consistency and content that's relevant to your audience. You'll be much better off if you step away from the blog and build a stash of posts to help you maintain a minimum of a twice a week presence!
• Your Gear: Is it time for a tuneup, cleaning, checking your backup equipment? Is there equipment you've needed that you have yet to purchase? If you're in a cash crunch consider leasing or check with your network - is there equipment you could share with another artist?
• Conventions in 2019: It's a new year, and you need to attend as many conferences as you possibly can. Take the time NOW and make those reservations for hotels and travel before you're too late to get the best pricing.
• Insurance: Your business and skill set grew in 2018. When was the last time you talked to your insurance agent? Make sure you're adequately covered. If you're a part-time photographer your homeowner policy will not cover stolen/lost equipment used for business.
• Accounting: Just like your insurance agent, speak with your accountant. The tax laws are always changing - make sure you're running your business as cost efficiently as possible.
• Legal Counsel: Every year I get a emails from photographers asking me for legal advice or if I know the name of a good attorney. Make it a point NOW, and have somebody you can call if there are unexpected legal needs during the new year.
• Practice - Practice - Practice: How's your skill set? Now is the time to perfect some new techniques and step out of your comfort zone. But, it'll never happen if you don't practice and develop each technique you want to master.
• Your Lab: Pick up the phone this week and call your lab and ask a straightforward question - "What's new?" So many of you are missing opportunities for additional sales because you don't know your lab's complete product line!
• Relationship Building: Identify your top 20-30 clients from the last two years. Pick up the phone and check in on them. It's the perfect time to wish them a happy new year and in turn, let them know you're here to help with any photographic needs for the new year. It's all about being soft-sell and just letting them know you appreciate them.
• Lunch: Relationship building isn't just about clients, but your associates. Getting out to lunch with other photographers is a perfect way to keep yourself active and enjoy an exchange of information about business and the community. 
• The Community: I've easily written this a few dozen times over the years - people like buying products and services from companies they perceive as giving back to the community. So, what are your plans to get more involved in 2019? And remember, you don't always have to be involved with a camera in your hands. Your expertise as a photographer is an asset, but often, non-profits just need support and it can be in a variety of forms.

Think about the new year ahead. You've got a choice to make - procrastinate and keep doing things the same old way you've done in the past or step up your game and fine-tune your business, so you're ready to handle anything that comes your way. It's not rocket science, but it does take time and patience. And, you've got to take things one step at a time; scratch them off the list and move on to the next area of business!

"The starting point of all achievement is desire!"
Napoleon Hill

There's a thin line between passion and desire. You've all got the passion for the craft and the business, but I look at "desire" as being hungry enough to succeed. 

Okay, so have you got the desire it takes?

And if you need help on some of the challenges - use the comment section on this post, send me an email address and I'll chase you down. There are so many of us in the industry willing to give you a hand. Let's make 2019 your best year ever!

​Whenever the holiday falls on a Tuesday or later like it did this week, it's always a strange, yet terrific time of year.  Many of you are still on vacation. Those of you who are back at work are recovering from the holiday surge in business, and might even have a few last minute orders and loose ends to wrap up.

Technically this is the first Fast Food Friday episode of the new year, but we're going to keep it light and give you a little time to kick back and chill.  We're working on lots of great content for 2019, and a few new directions and guest "chefs" to join us in the kitchen of the SCU Diner. ​

Meanwhile, if you missed last week's wrap-up, it includes the links to all forty "blue-plate specials" in the SCU Diner, starting last February. From your website to your blog to relationship building and customer service, there's not very much we missed in ideas to help you build a stronger business. Take a scroll through last week's post with a click on the banner below. And, if you think there's something we missed, let us know!

​I started this series because so many of you are right-brained artists who need left-brain support. Your skill set depends on the creative juices flowing from the right side of your brain, but your survival as a business is thanks to the left side!

While some experts believe the right brain - left brain theory is a myth, it's still a great metaphor. At least in part, it explains the differences in discipline some of us have in various areas of business. 

Click on the illustration on the left to connect to a website I stumbled across called "The Brain Made Simple." It's not my intention to turn today's post into a lesson on how our brain works, but this site does do a nice job of explaining the left and right side functions.


In the meantime next week brings business back into full swing, but you need a fully charged battery to hit the ground running and start building a solid foundation for the new year ahead. Take today and the weekend to kick back a little. Reflect on last year; catch up on your reading; relax and even enjoy a few of the past Fast Food Fridays in those areas where you need the most help.

Most important of all, get your mindset in line with your heart and your passion for the craft. You can't create images that tug on people's heartstrings if your own heart isn't in it!

It's the start of a new year and for many of you the beginning of the "slow season." However, that doesn't mean it should be slow for you. There's no question we all deserve a short break after the wonderful chaos December always brings, just don't get too comfortable. 

What you do to fine-tune your business during the first quarter of the new year sets the stage for the rest of 2019. So, consider this a Marketing Monday post on a Wednesday with a few classic things for you to think about. In fact, just read the post and consider my suggestions - enjoy the rest of the week relaxing and cleaning up those loose ends from the holidays but consider those areas of low-hanging fruit easiest to start on next Monday.

Let's look at your website:

• Load Time: Too many of you never check your site on other browsers. Based on a quick Google search - In 2018 Chrome was the most popular, followed by Explorer, Safari and Firefox.  Check your website on each of them once a week, but also check your site a couple of times a day.
• Navigation: Is your site easy to navigate or are you sending visitors on a quest of frustration? 
• Your Galleries: It should be your first tab - hook people on your images first!
• Your Images: Don't overload visitors with mediocre photographs. ONLY share images that are "wow" prints, defined as a photograph so good you'd only have to show one to get hired.
• About Page: It should be your second tab. Nobody cares about what gear or awards you've won, unless it's a Pulitzer. Your target audience wants to know if you can be trusted to capture the kind of images they want. They want to know why you love being a photographer.
• A Marketing Video: All of you have the ability to create a short video combining your best images of 2018, a few short video clips, great music and even a brief narrative of you directly. Don't miss the opportunity to bring video storytelling to your website by telling your own story! And, keep the video under 2-3 minutes.
• Information: share the basics. So many of you load in policies and information your audience doesn't need until they're signing a contract. Be upbeat and give them tips on what makes you their best choice.
• Contact: There's no such thing as too much information. Give them multiple ways to contact you including a phone number and email address. Email response forms are only as good as how quickly you respond! 

There you have it - Eight ideas to think about over the next few days, and I'm betting all of you have a few things on the list to fine-tune and help you raise the bar on your website in the new year!

And remember, "procrastination" is not a skill set!

In January of 2013, with a lot of help from my good buddy Scott Bourne, we launched Skip Cohen University. Over the last six years we've shared thousands of posts, videos, sound bites and podcasts about business, marketing, technique, events, and the list goes on and on.

When it comes to helping you build a stronger business, Fast Food Friday has become a personal favorite. Started last February, and coming up to year end, it seems like a fun and helpful idea to publish a complete review of everything on the SCU Diner's menu to date. If you think about it, it's mostly a FREE e-book to help you pick those areas where you need the most help.

Besides, it's December, and we're all used to watching repeats as our favorite television or streaming shows close a season and prepare us for the new one next year. Only with Fast Food Friday, there is no grand finale or a loaded with suspense cliff-hanger. In fact, how much of a cliff-hanger you want is up to you and finishing 2018 as you embark on a new year next week.

For SCU, we've got new projects and programs coming your way thanks to companies like Panasonic, Marathon Press, Tamron USA, ProfotoUS, PhotoShelter, ProPhotographerJourney.com and some great technique pieces from the SLR Lounge! And, adding to the fun is working with Chamira Young on new content ideas and a new podcast. We're co-hosts on two podcasts, Mind Your Own Business for Photofocus.com and Beyond Technique sponsored by PhotoShelter.

We're going to continue the fun in 2019. Remember "FUN?" It's one of those words too often lost under the stress of business today. Three letters that need to be part of your day, EVERY DAY, from the time you wake up to when you shut off the lights at night.

So, have fun with the forty "blue-plate" specials below. Click on any of the specials that best match your appetite, and Happy New Year from the SCU Diner!

Fast Food Fridays are brought to you by:

We're down to the wire on a list of special offers in photography. I don't want to waste time or space with a lot of text, so everything below is linked to the appropriate program and manufacturer. There are some terrific deals out there right now, but it's a narrow window, and the opportunities are closing fast.

Profoto's promotion on the incredible A1 ends on December 31, 2018. Just click on the banner below to link to the product and find out what all the buzz is about!

​Every professional photographer is looking for ways to increase their profitability and Marathon Press is always there with great promotions. Their Buy-One-Get-One (BOGO) offer on holiday cards ends on December 31. Here's your chance to cut your costs per card literally in half! And, even if you no longer need cards, check out their various products and programs, so you don't miss out next year!

You've got two different promotions worth checking out. Their holiday savings program ends on January 5, and includes other lenses beyond what's shown below. And, registration for their VIP club, which is pretty remarkable. You've got until January 15 to register. 

Photography is one of those skill sets where you can never slow down on your education. No matter how much you feel you know and understand about the craft, there will always be more to learn. With that education comes a need for a continuous supply of creativity as technology keeps pushing the envelope and giving you more tools and concepts to help you capture outstanding images! Just click on the banner below and check out SLR Lounge Premium. It's an annual membership fee providing outstanding content to help you stay on track to becoming the very best...all year long!

,Just about every Mirrorless Monday a member of the LUMIX team has shared a great image and insight into their passion for photography. Right now Panasonic has some outstanding offers on a variety of LUMIX cameras and it's well worth the time to take a scroll through their online store. Just click on the banner below.

​It's not really down to the wire, because PhotoShelter has this program ongoing but concerning timing, it's the perfect solution for so many of you. Just because we're headed into the slow season, doesn't mean it should be quiet for you. 

NOW is the time to clean up your website and raise the bar on your presentation to your target audience. PhotoShelter makes it so easy and with downtime coming up for many of you, it's time to stop procrastinating and clean up your website and galleries!

Over the last ten years, I've repeatedly shared Bleu and Alison Cotton's holiday card. Every year I get their card, laugh and think, "There's no way they'll top this one next year!"  Well, a new year rolls around and *poof* they do it again.

Most of you are professional photographers, and while it's too late to do much for this year, it's perfect to think about your 2019 card. No professional photographer should ever be sending out a store-bought holiday card!

Create your own card using one of your images for the front, or put your creativity into staging a photograph like Bleu, Alison and Fisher do every year. Then, include a message that extends your wishes for the holidays with a tie-in to your URL, address, phone number - anything to link people back to what you do as an artist.

Just to add to the fun, the return address on this year's card was from the Marx Brothers! So, to one of my favorite families in photography, Happy Holidays and thanks for never slowing down on the creativity from year to year.  And, to Fisher - thanks for feeding your parents all these creative ideas - I know they'd be boring without you! LOL

Here are a few below I've saved over the years and in fact, featured in previous blog posts.

Since February the SCU Diner has served up thirty-nine new blue-plate specials. The project started because there are too many of you who ignore the operational side of your business. You need a quick reminder now and then about operational components outside your gear. It's not because you don't care, but that you're artists, and more focused on capturing and creating the ultimate image than worrying about the business.

So, we started a series of relatively short tips to help you build a better biz, reach more clients and build lasting relationships rather than just purchases.

I've written about playing offense many times in the past, and since this is an active month for wrapping up the  football season, it's a great way to look at the new year. Playing offense is always easier than fighting to build your livelihood as a photographer on defense. Even in business, we'd all rather carry the ball than chase it!

Today's special is a list of seven key things to think about in the year ahead. And, while you're hopefully buried in holiday orders right now, there's no excuse not to be ready to kick the year off right in January.

1) Marketing: Many of you already have ideas for 2019, but you haven't turned those mind's eye visions into reality. You should plan at least one consumer promotion a quarter. Start to think about things you could be doing to create some excitement for your business in the form of consumer/client-based promotions. 

2) Conferences: What programs or workshops are you going to attend next year?  Not every conference requires you to hit the road for a week of hotels, air travel, etc.  Should you be at one of the big convention/trade shows?  The year kicks off with IUSA in Atlanta, WPPI in Vegas, ShutterFest in St. Louis, Photoshop World in Orlando and Las Vegas, ClickCon in Chicago and PPE in NYC in the Fall.  These are all big conferences - but don't forget a lot going on closer to home you should know about. Check on the dates for your own state or regional conference.

3) Credit Line:  Establish a credit line with a leasing company - even if you're not buying anything right now! Here's where you can utilize somebody else's assets without depleting yours!  You need the credit line in your back pocket so when you do need new gear; you're ready to obtain it without hitting the panic button because you don't have the funding. Your camera is your lifeline along with lenses, lights, printers, and your computer!  Most of you are always flying without a net - having the ability to obtain gear on a lease will give you a little extra security when you need it most without tying up cash flow.

4) Insurance: Fifty percent of the wedding and event photographers in this country list themselves as part-time.  That means many of you are playing Russian roulette with your home insurance policies, which generally don't cover equipment used for business purposes. Check with your insurance agent and make sure your gear is covered under your policy.  Also, do you have indemnification insurance?  Are you covered if you shoot a wedding and you lose the images before they're downloaded? PPA's insurance policy covering you in this area is outstanding.
  
5) Backup: Everyone talks about backing up their images and backup gear, but what about you? I wrote about it a few years ago - when I battled it out with the gallbladder from hell. I lost two solid weeks in my own business and had never thought about backup. Fortunately my good buddy, Scott Bourne stepped in to help.

There's a great line I read about safe driving on a billboard once: "Accidents only happen to other people. So, all you other people, watch out!" You need a person or two you trust to know the critical aspects of your business just in case you're caught in a bind. 
 
6) Diversity in your skill set: What's your specialty? Are you a one trick pony or do you have a couple of other tricks up your sleeve?  If business disappeared in the specialty you're strongest in, what's your game plan to still have a company?

7) Your Network: If you got a call to shoot the biggest wedding of the year and needed help, who's on your list to call? The same would go for all you commercial photographers - if you had a job more significant than anything you've ever done how would you do it?
  
I started this Fast Food Friday post talking about offense versus defense.  It's also called being proactive rather than reactive.  In a successful business you've got to cover both, but then Murphy jumps in with Murphy's Law, "If anything can go wrong it will!"  Well, I'm a big fan of Murphy's second law - "Murphy was an optimist!"

Fast Food Fridays are brought to you by: