by Skip Cohen

With all the challenges in our lives these days, it's often tough to stay positive. From the pandemic to politics, there seems to be something new every day, adding to the struggle to stay focused and on track. Even the most confident of us feel the pressure to second guess everything, from maintaining our health to rebuilding business. The result is most often a little damage to our self-confidence. 

It's Marketing Monday, and this is going to seem simplistic, but maybe it's time we developed a check-off list of things to do to help stay focused. You know how to focus your camera, but do you know how to hold the focus on the passion for your career?

• Find yourself a supportive Facebook forum. Most of us have a love/hate relationship with Facebook, but with the pandemic and the isolation of self-quarantine, it's become one of the best sources to stay in touch with other artists and friends. There are so many groups within photography, and while now and then you'll run across a troll who doesn't like the images you share, just remember, "Beauty is in the eyes of the checkbook holder!"
• Take advantage of online education. Yesterday I was honored to help ClickCon Nation launch their nine-month educational series, leading up to ClickCon 2021. I was filling in as Joe McNally's stunt double because he's still without power following the hurricane. For the whole day, there were programs to help you stay on track as a professional photographer. Out of Chicago is coming up on August 22/23, and KelbyMedia has their Landscape Conference Sept. 8/9. There's so much out there to help you hold focus!
• Surround yourself with positive people. Lately, they're not always easy to find, but one of the great things about this industry is how we all watch each other's backs. Sooner or later, the "negators" in your life will hopefully come around, 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.
• Stop watching the news! I'm not suggesting you put your head in the sand, but limit your intake of information from the media. Sheila and I watch the news a couple of times a week, and we fast forward through anything to do with politics - because nobody tells the truth anyway! Sorry, but it's become harder and harder to know what to believe. So, we've found a couple of sources we trust to read.
• 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. The pandemic has changed a lot of things, but people's need to capture memories is still out there and might even be stronger than ever.​
• Stay in touch with your clients! Just because you're hunkered down for health reasons, doesn't mean your business and career goals have to be on the back-burner. Pick up the phone and call a couple of past clients every day. You don't need to be selling anything, just checking to see how they're doing.
• 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. Most of you will see growth in the way you compose and expose today. As you get more experienced, there should be noticeable changes in lighting, composition, depth of field, and creativity.
• What are you missing in your skill set? Take advantage of the downtime and expand your skills. Remember, growth only occurs outside your comfort zone.
• Roberto Valenzuela suggested a terrific tool for practicing the craft on a GoingPro podcast a long time ago. 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 follow the judging whether it's online or live at the next convention. Listen to what the judges are saying about each photograph. Use their suggestions as guidance for your own work.
• 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 comfort in knowing your peers share some of the same concerns and frustrations. 
• 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!​

This is only a partial list, and I know there are a lot more things you can do that I haven't included here. So, feel free to let me know what I've missed. Most important of all, if you're feeling discouraged or frustrated, there are a lot of us willing to help. 

Don't get sidetracked by people who are not on track!
Anonymous

Intro by Skip Cohen
 
​For years I've written, the best thing about our industry is the friendships that grow out of everyone's mutual love for the craft. Since the start of the pandemic and being quarantined, the importance of those friendships has grown even faster and become more cherished.

Meet Erik Cooper. We've only been friends a few months, but thanks to Facebook and the phone, we've spent a lot of time talking. This morning we caught up on a great phone call, and he told me about a project he launched at the beginning of the pandemic.

Every week I've been sharing at least one post about something professional imaging artists are doing to make the most out of downtime. There are two aspects of Erik's project that I appreciate the most. First, he's bringing a group of people together who share a mutual love and respect for imaging. They've all helped each other raise the bar on their skill sets. Second, Erik chose to stand out from the crowd and implement a way to be a leader in education, but even more critical during these tough times, help everyone stay positive and focused. The Beatles' line of getting by with a little help from my friends couldn't be more accurate.

A big THANKS to Erik for writing something up about the project and especially to all the artists/models involved in the images in this post. The pandemic isn't slowing down, but for this group, neither is their positive attitude!

by Erik Cooper

We make choices everyday that determine just how positive we can remain during adversity. In March and April of 2020 our country moved into quarantine in order to lessen the impact of the COVID-19 pandemic. This was indeed a trying time for the US as well as other countries involved around the globe. Being located in Colorado, one of the first states to deal with the virus, our new agency, ECP Talent, decided to stick to a positive outlook in dealing with the shutdown.

Most of our model and talent team were locked up in their houses and looking for a new spin on time with their families or by themselves. As a photographer, I thought it a good idea to teach them lighting principles they could use for their postings.

We had six instructions on side, flare, butterfly, clamshell, low level and GOBO lighting. All of this with the design of staying positive during the lockdown. The response was amazing from the team as well as the public when we would post the resulting collages. The members were then able to apply these principles to future posts and the impact on their pages was notable.

​I receive requests often to continue in this effort from the team. Staying positive is so important. 

​Note: Check out more of Erik's work with a visit to ECP Talent on Facebook, Erik Cooper Photography on Facebook and on Instagram, ECP Models on Instagram

by Skip Cohen

Last year ClickCon in Chicago kicked off its first conference and became the most successful launch of a new convention in the industry. Many factors were contributing to it being a great show, from the class selections, quality of the speakers, quality and enthusiasm of models and stylists to the involvement of the "Heart of ClickCon," the people involved in the planning.

This year we were all excited for the second show in their history when the pandemic hit. But nothing stops the Heart of ClickCon, and this weekend, ClickCon Nation kicks off a nine-month series of monthly classes and support for imaging artists. 

The next ClickCon LIVE Conference is scheduled for August of 2021, but here's the best part - as part of your registration, you've got nine months of online educational programs from which to choose. Click on the thumbnail below to check out this Sunday's programming.

Everyone has different needs these days, but there are several common denominators - the need to share ideas, grow our skill sets and understand how to deal with the new norm. ClickCon Nation has five different levels of involvement - each one designed to help artists get the support they need most.

Meanwhile, I'm looking forward to catching up with many of you in cyberspace and then LIVE in Chicago next August. Registration is just a click away on the banner below!

by Skip Cohen

​It's Marketing Monday, and here's a perfect way to build a content-rich post for your readers.

Last week, my good pal Suzette Allen wrote a blog post, which she also shared on Facebook about International Friendship Day. In all honesty, I didn't know there was such a day, but being self-quarantined for almost five months, I started thinking about it. Through the pandemic, most of us are missing people the most, especially social time with good friends. 

That got me thinking about International Friendship Day - first, it doesn't have to be one day a year, and second, why not share images of clients and friends more regularly? It's what we miss the most, and for those of you who are professional photographers, it's a great way to keep connecting with clients and friends in your community. Even better, it highlights your brand as a photographer.

Maybe best of all, I set out this morning going through my archives, thinking about conventions and trade shows. I miss the contact and time to socialize with so many friends over the years. The hunt for old images became fun. "Fun" is a difficult word to find these days, but it's not lost.

For you, as a professional photographer, the collection of photographs becomes a great way to remind your readers what you do best - capture and share memories!

Suzette shared a stellar piece of advice at the close of her post that applies to all of us these days:

Celebrate your friends this day (which is almost over) this weekend, this week, this month. Make sure you tell your friends how much you love them. Make it weird. LOL !! Seriously, we all need a reminder of how much we are loved!

If ours is truly an apocalyptic time, it may promise a new beginning rather than an end. We could not go on living with stale ideas. Certainly, we are faced with an extreme psychological test. The way to pass it is to accept the idea that life has rebelled and plunged us into such uncertainty because we have too long humiliated it. A season of change does not collapse civilization.
Federico Fellini
(Probably written at least 30 years ago.)

by Skip Cohen

​Stay with me on this, because it's a short post and might help you think differently about today's challenges in your business.

I live in one of the stupid states, Florida. Like most of you, Sheila and I have been self-quarantined for almost five months. And while we're still taking turns riding the emotional roller coaster of anxiety and frustration, we've adjusted. We miss friends and so many freedoms we took for granted, but at the same time, life has become more precious.

This industry, which I love dearly, has thrown all of us off balance. And while I'm regularly criticized for being the industry cheerleader, the reality is that we all have to deal with a new norm. It will be years before life gets back to what it was a few months ago, but that doesn't mean we can't grow our skills, and become stronger marketers than before the pandemic.

I'm hearing some great stories of artists becoming more diverse in their skill set, communicating with their clients more, and providing new products/services that fall within physical distancing guidelines and safety. Yesterday, Norma Grieve, a friend and photographer from the UK, shared the following comment about building relationships, after creating something new for their clients:

My business partner and daughter designed a page specifically to help eloping couples. It includes profiles of a number of other vendors. She contacted all the vendors to check on them and ask what services they would be offering as some restrictions ease. She had a phenomenal and heartwarming response from everyone with an unanticipated, reciprocally positive reaction to our business.

When I asked Norma for permission to share the idea above she wrote back: Skip. This really has put us into the minds of the vendors and raised our business in their eyes - that was not even considered by my daughter. She simply wanted to reach out and to keep our Let’s Elope page up-to-date-helpful.

Here's my point - if you let today's business challenges grind you down, they will. But, if you look for new ways to keep creating and fulfill the passion for the craft you had before the pandemic, you might be surprised at your ability to start gaining traction on rebuilding your business!

by Skip Cohen

When Chamira Young and I relaunched Beyond Technique last year, we wanted to focus on more than just capturing great images, or running a successful business in photography. Each guest has shared a lot of great insight, but the pandemic created a new challenge - artists have had to ramp up their usual marketing skills and find better ways to reach out to their communities.

Cindy Harter Sims joined us in this episode, and she's all about inspiration and especially relationship building. She's no stranger to the SCU spotlight and has repeatedly shared great content and the ideas she's implemented to secure her business. But with the pandemic, she did something unique - she reached out to her community and asked for help.

Relationship building over the years has been a significant building block to Cindy's business and her role within the industry. In fact, it's how I met her many years ago at a Skip's Summer School conference. Cindy doesn't collect business cards - she directly participates with and supports the people in her growing network.

Please take the time to listen to this podcast. Cindy held nothing back as she discussed her quest to keep her business alive and, at the same time, continue to give back to her community. She's busy, even doing newborn and infant photography, all while staying true to the rules of physical distancing and safety.

And click on any of the favorite images I grabbed from Cindy's website to visit her galleries!

Beyond Technique is brought to you by:
​
Programs like Beyond Technique can't happen without great industry support. Platypod believes in education and helping artists find new perspectives, not only with their cameras but their overall skill sets in marketing and business too.

If you haven't visited the Platypod website, take a scroll through the blog and Instagram pages. Artists from around the world are sharing their creativity every day.

And if you're stuck with ideas to expand your own creativity, wander into the Platypod store.  You'll find some unique kits like the new Ultra Essentials Kit, now on sale. 
​
A big thanks to Photofocus for always sharing great content to help photographers grow their technology, marketing, and business skills.  Photofocus also hosts some of the very best podcasts in photography! They're just a click away.

by Skip Cohen

An overloaded corner of a Koi pond is great to watch at feeding time. The Koi are beautiful to look at, but that's as far as it goes. They're decorative carp, bottom feeders who simply fight over food, but the photograph makes a point because that's what so many of you are doing.

The pandemic has created some unique opportunities for artists brave enough to think outside the box. The big question is, how are you going to make yourself and your work different?

Ninety-nine percent of the failures come from people who have the habit of making excuses.
George Washington Carver

​So, how about you stop making excuses? Stop blaming the pandemic for the drop in business, even though it's true. It's time to start looking at ways to make yourself stand out in the community.
​

• Ramp up your blog: One of the number one principles in a successful blog is to be helpful. Start building a reputation as the leader in photography in your community. Start sharing tips on composition, exposure, posing, lighting, and the list goes on and on. Help your community raise the bar on their skill set, capturing memories.
• Be the town crier: Back in the late 1700's one of the best sources of communication was the town crier, who'd wander through the community and shout out the news. Those days are back, and with a great blog, you've got an opportunity to share content with your readers about events going on in the community. For example, become the ambassador for a few non-profits. Everyone needs help right now, and you have an opportunity to help lead the way.
• Build a better brand: People like buying products/services from companies they perceive as giving back. Every business, including non-profits need help now - find a way to give back to your community.
  
• Archived images and memories: Every photographer has archived images that currently carry an even higher value. Hunkered down for five months, your clients need to be reminded of all the great moments in their rearview mirrors. And to enhance that view, you've got a long list of great products to share. All it takes is a call to your lab and asking the question, "What's new?"
• Use your phone: Telephone calls are back with a vengeance, and so is caring about each other. Pick ten clients each week and call to see how they're doing. You don't have to sell anything - just show you care.
• Find a few partners: I've repeatedly suggested you find other businesses with the same target audience and then work together to promote your products. Partnerships help you promote your business, but save you money, and together, all the participants expand their creativity. There's that old line about two heads being better than one. Find a partner that's got the same target audience and then cross-promote each other's services/products.
• Physical distancing and safety: You can promote your skills as an artist under the umbrella of being safe and respectful of every client's health concerns. That means a portrait photographer will have a difficult time getting a client into his/her studio, but a better chance on location, especially doing portraits outdoors.

The bottom line, this Marketing Monday, is straightforward: STOP MAKING EXCUSES! I'm not minimizing how difficult it is to rebuild business now, but doing nothing will get you just that - nothing! However, there's been a giant paradigm shift in so many things that previously built your business's foundation. Along with your target audience's needs, the rules have all changed.

But nothing happens if you don't get yourself out there and stop being content with being a beautiful Koi!

by Skip Cohen
 
Long before the pandemic, the word rebuild was in our vocabulary. From hurricanes to devastating fires to floods, we've seen communities work to reestablish their presence. In business, we've seen companies rebuild repeatedly, and in our personal lives, we've restored everything from personal relationships to old cars to challenges in dentistry.  

The only thing that's never needed to be rebuilt is our resilience as a culture. We're taught early on the biggest failure in life is not getting up after you've fallen! The pandemic has knocked us all down and made it necessary to rebuild. We can't let Covid-19 win. And as trite and hokey as that sounds, it couldn't be more true right now.

I've shared a lot of different ideas to grow your business and start rebuilding over the last couple of months. They're all thanks to some exceptional artists who refuse to lay down and have encouraged us to step outside our comfort zones!

At the risk of sounding like an infomercial, here are some ideas thanks to Marathon Press. Yes, they're an SCU partner, and they're also some of my closest personal friends, but the friendships came out of respect for what they do, and their complete product line. They've never closed through the pandemic and now offer some of the greatest tools to help you rebuild your business and establish a stronger presence.

There's a reason why their booth was so busy the last conventions any of us attended! I pulled a few of my favorites below - just click on the banners for more information. And even if you're not a family portrait or senior photographer, remember you're rebuilding. The pandemic has, as JP Elario said, "...extended the slow season." 

You have a choice of when to start working to reverse the slow season, and right now, family values haven't been this strong since the 60s. Families are hunkered down together, creating and capturing new memories are so important - and you have the skill set. Plus, it can all be done within the parameters of physical distancing and safety.

And take a long look at Bella Art Prints and Albums...Marathon never slows down on great products. The combination of colors, cover materials, pages, paper choices and styles has grown the line to become one of the largest collections of presentation products in imaging.

The pandemic has stopped many things, but not the kids from growing or the need for capturing the bond between family members and their need to cherish important memories!

​by Skip Cohen

It's Marketing Monday, and here's another idea to help you rebuild your business, but it goes beyond your clients and is just as important for you and your family!

The pandemic has changed everything in our lives, but it's also created some unique opportunities here and there. Photographs of family and friends have never been more valuable. As the pandemic cuts down on our ability to physically be with family and friends, people are looking in the rearview mirror more and thinking back to the good old days. And if your parents are elderly, it's even more difficult to be close to them.

"My Journey" - I've referenced the Senior Friendship Centers in posts many times over the years. Besides classes, adult day care, meals on wheels, and health services, one of the programs they offer is called "My Journey." It's a recorded interview giving seniors the chance to talk about their lives and create a legacy recording for their children and grandchildren. 

I love the concept, but it's audio-only, and you can take it a step further. ALL of you have the gear and the skills to do this in more depth than a recording. You can create a family video with virtually any level of sophistication. You can also maintain social distancing, offering clients a video recording as they share stories about their lives for younger family members and friends.

Old Images - Whether in your files or helping clients restore and repurpose old photographs, here's another opportunity to be a storyteller. Everyone has hundreds of images, usually not stored properly, but all waiting for a new chance to be shared. 

Again, as the photographer, it puts you in the driver's seat as an expert in imaging and presentation quality products. 

Note: That's me on the lap of my great grandmother with my mother and grandmother on either side. Four generations, but there are no stories and all three of them have long since passed away.

Your Own Family - This has so much potential to capture memories and should start with your own family. Don't wait until everybody is gone to say, "I should have taken the time!"  

A year or two before my Dad passed away, Bambi Cantrell spent some time doing a short video of Dad taking a look back. It's a great service/product idea to pitch your clients as something new you're now offering. You don't need to wait for an excuse for the December holidays. Take advantage of all the family time you have now. Use your blog to write about it and share some of those stories, obviously, with permission.
 
And if you've got grandparents or great grandparents still alive, don't let time get the best of you. Make it a point to talk with them and capture those stories. Ask them questions about their childhood and growing up. Have fun with questions about the kind of kids they were, things they did in school, specific friends, pets, and places they visited. The list of information, fun to have and share, is virtually unlimited.

​Don't make the mistake I did - Take the time to become your family's historian. You never want to be looking back and wishing you'd captured/created a video about your roots! And as a new revenue stream for your business - take the time to lay out a plan. You might even want to pick a particular client to be your first project and permit you to share parts of the concept on your blog.
​
Don't let the pandemic win when it comes to your business.

by Skip Cohen

​One of the changes in our lives due to the pandemic has become the limitations of how we communicate. Limited face to face contact, physical distancing, and face masks have put everyone's written skills in the spotlight. And communicating via the printed word is one of the toughest ways to "talk" to somebody.

Sadly, too many of you cut English class on the days grammar was the topic. Today, as business owners who might have been able to wear their heart on their sleeve, you're often stuck trying to express yourself in what you write. Whether it's a short personal email to a client, a brochure, post, or a section on your website here are some things to consider:

• Use Spellcheck: But, remember, it won't catch everything, especially if you're using the wrong word.
• Use Grammarly.com: Grammarly often makes us look smarter than we deserve. It corrects punctuation, repeats of the same word, spelling, and suggestions for replacement words. However, just like Spellcheck, it doesn't catch everything. For example, it keeps asking me if I want to change the word "great" to "high." The word "high" in the context I'm typically using the word "great" doesn't apply. So, read each suggested change out loud to see if it makes sense.
• Read everything out loud at least twice. 
• Share with a friend: Depending on what you're publishing and how often you're writing, have a friend, family member, or associate read what you're about to share.
• But I hate writing! If you hate to write, find a writer. Relax, I'm not talking about a Hollywood screenwriter! Call the high school in your area and speak with an English teacher. You're looking for an "A" student to bring on part-time or pay them per published piece. You might even find the English teacher willing to do a little moonlighting. This can be especially effective if you're trying to keep your blog filled consistently.
• Hire a freelance professional writer: If you're publishing a lot, but hate writing and don't have the time, consider hiring a professional writer. Here's a link to an article worth checking out that focuses on hiring pro writers.
• Get the names right: If you're writing about somebody, make sure you've spelled their name right. One of my own embarrassments is messing up the name of a photographer in a post. It's always the result of moving too fast and not catching the mistake. Plus, once I have it in a document, it populates the wrong spelling throughout. 
• Auto-correct - NOT: We're all used to auto-correct challenges when texting, and that's always forgivable. I'm talking about mistakes in things you're publishing on your website, blog, social media posts, brochures, etc. We're often responding to something in social media while multi-tasking, and in a rush, our brains write things phonetically, and it can be embarrassing. 
• Remember KISS? "Keep it simple stupid" Try and be as direct and to the point as possible. It's not easy to do and takes time. Years ago, Senator Baker told me a story about a letter he had to send to another congressman. He wrote, "Sorry, this letter isn't shorter. I didn't have the time."
• Stay away from colloquialisms! We live in a global world, and your reach on the Internet is everywhere. Don't use expressions that people outside your circle won't understand. For example, years ago, I was speaking to a group of European managers from Polaroid and used the expression, "I just let the cat out of the bag!" Half the room started looking around on the floor!
• Don't write explosive opinions in battles with trolls on Facebook. It's hard not to make mistakes when there's smoke coming out of your ears, and you're angry. So, if you insist on letting out the anger, wait 24 hours before publishing. That gives you time to read what you're about to send, and things always look different when you've cooled down.

And remember - there are no erasers on the Internet! Never publish anything you don't want the whole world to read!

by Skip Cohen

I'm not minimizing the fear the pandemic has created in all our lives. Remember, I live in one of the more stupid states, Florida. I understand how immobilizing fear can be. But at the same time, people still have memories they want to capture, and between the phone, social media and email, all of you have options to keep building relationships with your clients.

We've shared so many ideas over the last few weeks, yet so many of you are stuck in analysis paralysis trying to figure out what to do. If you missed any of the posts below, they're each just a click away!

There's also a remarkable collection of educators, companies and associations, with online content to help you expand your skill set. The panademic isn't going to go away with one big giant sweeping cure - that means you've got to stay focused on making the most out of downtime and grow your skills as an artist. Remember, growth only occurs outside your comfort zone - so, it's time to diversify and learn some new "tricks."

Click on any of the banners below for more information!

We may all be feeling the fatigue and even trauma of being isolated over the last few months, but that doesn't mean any of us are really alone. These are just a few of my favorite resources. There's also Facebook, Instagram, and YouTube - just search for your favorite photographer or educator, and you're bound to find more great content.

And if none of that helps get you refocused on your business, you know where to find me. I won't always have the answers, but my network sure does. And we're all here to help you through these tough times!

by Skip Cohen

It's Throwback Thursday and now and then I like to step away from the memories of old photographs and instead find early concepts I've shared in blog posts.

Seven years ago, my good buddy Scott Bourne wrote the post below about using your phone. At that time, picking up a phone and making a call was in the shadows of texting, email, and social media in general. Many of you didn't have a phone number even listed on your website. Well, the new norm has changed all that and made the phone one of your best tools for helping your business.

Talking to a client directly is second only to the benefits of meeting with them in person, which these days can be minimal. And a phone call, especially when you're not hard-selling anything, is perfect for helping maintain relationships important to sustaining your brand and reputation.

So, why not start today and set a goal of ten clients or friends a day you're going to call and just ask, "I'm just checking up on people I care about - how are you guys doing?" It really is that simple, and the phone is a great way to keep in touch!​

Scott Bourne should be on your radar. Check out more great content and wisdom by visiting his blog, Picture Methods.

by Scott Bourne
​
This may come as a shock to some of you, but in the old days, not one single professional photographer on the planet had a Facebook account. Nor did they have a Flickr account, a blog, a website, an e-mail address or anything else that involved being "on line." Yep I know, I know, hard to conceive. But it's absolutely true. And in keeping with my status as "older than dirt" I know this is true because I was actually there!

Truth be told, I've spent more of my life operating without the Internet than WITH the Internet. I've sold more photographs, licensed more images, booked more shoots using the telephone than the Internet. Now here's the good news. The telephone still exists. Oh you don't hear about it very often, but yep, I checked. It's still there. You can get one just about anywhere. And you no longer need to rely on a lady named "Ma Bell" to pick one up.

Yes, the magical telephone still works and in my opinion, still has great value. So today's Marketing Monday tip is short and sweet. Get a telephone number, plaster that puppy everywhere. Use it. Share it. Actually answer it. Talk to people. It's an amazing thing. You can hear the happiness or sadness or joy or suspicion or whatever in the other person's voice. You don't have to rely on emoticons! You can just ask people how they are feeling, what they need, and they will tell you! Crazy right?

You should put your telephone number on every single piece of marketing material you hand out. And you should put it on your website, your blog, your social media accounts (at least the ones you use for business) and you should do so today! 

People still use the telephone. They really do. Maybe not ALL people. But enough to warrant you investing in one, promoting the number and responding promptly to every single call, period. 

I know what you're thinking. "But Scott if I put a telephone number on my website people will call me!" Yes! Isn't it wonderful? Clients and prospects will call and try to give you money. It's like magic. Give it a try. Really. 

As always, Skip and I are rooting for you. ​

by Skip Cohen
 
Every day, something comes along that reminds me how much the pandemic has changed our lives. It's especially true with imaging. The post about JP Elario doing Facetime portraits for clients works through a small part of the challenge with physical distancing. In contrast, Steven Gotz's idea of converting family portraits to coloring book pages for young children provides an easy way to keep in touch with clients while utilizing archived images from your files.
 
Well, here's a new one and the need is enormous - outdoor seating at restaurants!

Every restaurant is working hard to reopen. One ingredient to bring back business is outdoor seating, but most restaurants, especially those that haven't typically offered table service outside, could use a little help in the decorating department.

It's a perfect application for Bay Photo's Performance EXT Metal prints. I wrote about my own experience almost two years ago, and the print I shared is as beautiful today as it was when I took it out of the box. While under a microscope, there might be some deterioration - there's nothing visible with the naked eye. It's been outside the entire time in the sun, heat, and rain of South Florida.

Now, let's take the idea of outdoor prints one step further, and instead of thinking outside the box, let's think like there's no box. Just about every client you've photographed over the years has a back porch or patio, some area outside their home or apartment. And because of the pandemic, everyone is home-bound. Let's get people to think about artwork outside their home. 

Here's an opportunity to offer something new to your existing audience and start to plant a few marketing seeds with a new audience. The concept is also perfect for developing some great content for your blog. So, from restaurants needing a stronger presence outdoors to helping clients bring photography to a new location of their home - it's time to look at Performance EXT Metal!

​Click on my metal print of Nokomis Beach at sunset for a closer look then read about Bay Photo's metal prints below. 

by Skip Cohen

​If you follow me regularly, you've probably noticed a change in my suggestions on dealing with marketing challenges. It's the pandemic result, which has shifted so many things we simply took for granted. But it's not all negative. There are some unique opportunities to explore new and different paths to being a professional photographer.

As you expand your skill set to meet the new demand better, you need to modify your website. You may even need to build a second website that focuses on the new directions you're taking in your business if your target audience has changed.

Your blog also has to change. Done right, it can become even more valuable. Your website is about what you sell, but your blog is about what's in your heart. It's often your heart for your audience that can open just as many doors as your skill set.

Here are some suggestions to consider as you take on the challenges of the new norm:
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• Your Skill Set: Keep building your skill set so you can handle the majority of needs from your clients. Keep learning how to do EVERYTHING. I'm not suggesting you dilute your skills to become a master of mediocrity, but at least have some level of knowledge in the how-to elements of different specialties. For example, a wedding photographer who learns more about macro is likely to be more creative when it comes to ring shots, the detail in the wedding gown and the flowers. Weddings aren't going to disappear, but how you tell the story is going to change. Your skill set needs to expand, capturing images with more emotion between the couple, not just pictures that document an event. 
• Diversity: Just because your skill set is diverse doesn't mean you need to show everything you can do on your website. Keep your galleries relatable. For example, in the people category are weddings, maternity, babies, children, family and seniors. They all fit together and are logical spokes off a specific core specialty. Even in the pandemic, you can capture images that comply with physical distancing while still telling your client's story. I'm a huge fan of environmental portraiture. Doing individual portraits on location that tell the story of the subject's interests will be more cherished than just the traditional headshot.
• Headed Towards Fine Art? Fine art and commercial photography have different buyers. They will be better served if you either have a completely different site or a landing page sending visitors in two different directions. I'm a fan of different websites.
• Value In Your Archives: Don't forget your archives. You have so many images in your files of past clients and events. Now is the time to remind your audience of your skill set and the elements of the story you've already captured, available for reprints.
• Personal Work: If you insist on showing a different specialty that doesn't seem to fit your core business, do a tab under "Personal Work" or a facsimile. There's nothing wrong with diversity until it confuses your target audience. You can also use your blog with an occasional post about other types of photography.
• Post-Processing: Diversity in capture and post-processing is important to share. My issue is with the specialties you want to represent, not with your technique. Diversity in your technique is essential to show. Including black and white images, special effects, albums with double-page spreads, framing and printing techniques, just to name a few, are necessary to share.

Remember - What you show is what you want to sell. Now is the time to clean up your galleries and prioritize the categories of your skill set.

Shakespeare said it best:

​Stay true to your skill set and whatever new direction you've decided to take your business. Diversity is essential, but going with what your heart's telling you will give you the most satisfaction, not just another element rebuilding your business. Most importantly, be flexible, and if something isn't working or just doesn't feel right, then make the changes you need and keep putting energy into moving on!

And, you know where to find me if you just need an objective sounding board! ​

You can't be the kid standing at the top of the waterslide, overthinking it.
You have to go down the chute.
Tina Fey

by Skip Cohen

​We're living with a new normal in communication. Face to face meetings are minimal, but phone calls, Skype, Zoom, Facetime, etc. are critical in how we talk to each other. And even though a phone conversation allows two people to hear the inflections and emotion in their voices, there's still no visual anchor.

This isn't a new topic; in fact, the quote above I've shared numerous times, but with the new normal, everyone needs a reminder about fine-tuning your listening skills. It all starts with slowing down and not being distracted. You've got to listen to the client and ask for clarification if you don't completely understand what they've said. 

Listening these days goes hand in hand with your written skills as well. So let's fine-tune everything in how you communicate.

• Respond to questions quickly. If you get a request for more information from a client, get back to them fast. There's a great line that's contributed to dozens of famous people, " Your customer doesn't care how much you know until they know how much you care." How quickly you respond falls right under the category of showing you care.
• When you do respond, especially in writing, stick to the topic. It's hard to be concise. Years ago, when Howard Baker was Chief of Staff at the White House, he told me a great story at lunch to talk about photography. He once had sent a long letter to another congressman. At the end, he wrote, "I'm sorry this isn't shorter. I didn't have the time."
• You've got two ears and one mouth - listen twice as much as you talk! The original quote is modified from a Greek philosopher, Epictetus, who died almost two thousand years ago. Learning to listen is hardly a new topic! 
• Ask questions with more than one purpose. For example, Bambi Cantrell talks about asking the bride who made her gown. The answer gives her an idea of what she's spending, together with her style - more contemporary vs. traditional.
• Build a relationship. Now more than ever, texting, email, and social media have created a new foundation for communicating. For years we've been losing the art of conversation, but now it's back and couldn't be more critical. Wedding photographers have an easy list of conversation starters: Ask the couple how they met? Encourage them to share some of the funny experiences they've had together. Find out what they love about each other, their families, and friends. Within the needs for photography in every specialty there are key conversation starters - learn to use them.
• Every client needs to see samples of your work, but equally important is the assurance that you're following safe social distancing guidelines. As a wedding photographer, it's important to have a sample album online you can talk about with a client. With other specialties clean up your galleries and make sure your gallery matches its description. Listen to each client's concerns and assure them you've heard.
• Whenever possible, do an engagement session. It's a little tougher today, but again, easy to maintain social distancing. While it provides additional value to your pricing, the real benefit is getting to know the couple. A good engagement shoot helps establish your credibility so that you're a recognized friend during the day of the wedding when "logic doesn't reign as king!"​
• Last but not least, - BE ACCESSIBLE. Twice in the previous week, I've been fighting with contractors for a response to our request for some work done here at the house. There's no excuse for somebody calling a week after a request is submitted when the other companies called on the first day. 

Your most influential marketing tool is about building relationships and trust. It applies to every specialty within photography, including commercial, boudoir, family, children, maternity, and the list goes on and on!

The biggest communication problem is that we do not listen to understand.
We listen to reply.
Anonymous

​by Skip Cohen 

I've written a lot over the years about the importance of maintaining your network. Without care and feeding, like a house plant, it'll just die!

The pandemic has changed how we deal with so many different aspects of communication and support. The result makes it more critical than ever for you to keep in touch with clients, associates, and opinion-leaders in your community. 
 
Your network is one of your most valuable tools for success. That "plant" I mentioned needs water, light, fertilizer, and a pot big enough so it can grow. Your network is no different. Sheltering in place does NOT apply to your business and especially your network.

Building relationships is your greatest marketing tool! And as Scott Stratten says in his book UnMarketing, "Stop marketing and start engaging!" Social distancing changes how you engage, but not the importance of keeping in contact! 

• PICK UP THE PHONE: What a concept - the telephone! Seriously, keeping in touch through social media is excellent, but now there's little that beats a phone call. Look over your network and set a goal for several calls each week...most of us are in the same position right now - stuck at home with minimal contact. You have the power to change that!
• Be active in FB forums/groups: There are so many different forums on Facebook, all focused on photographers keeping in touch. Some of my favorites are ClickCon Social, Quarancon (Mentor.photo), Facebook Wedding Photographers, Advanced Wedding Photographers, AIBP, Jen Rozenbaum's Boudoir Group, Gary Box's Inside the Box, the Lumix Photography Community and the list goes on and on.
• Join PPA National: I'm finding so much support for their various programs, especially in their email blasts. The banner on the right is one that I just got this morning and ties back into information and support available from the US Treasury and Small Business Administration.
• Join the local photographer's guild or PPA affiliate: They may not be meeting as often in the past or meeting online, but being connected to artists in your community is so important.
• Retweet and share each other's tweets and posts: Work with other artists in your network and exchange content.
• Track birthdays, anniversaries, events in each other's lives - I love Facebook for this, and the birthday list is my first stop every morning. Take your top clients and make sure you know key dates in their lives. Don't forget Linkedin, which helps keep track of business anniversaries and job changes - stay involved! 
• Organize a networking luncheon online: I'm a big fan of zoom, but whatever your platform, get friends together for "lunch." You don't need an excuse these days because once again, so many of us are starving for more contact.
• Share content for your blogs: You don't have to write everything yourself, but you do need to be consistent, and if you're not posting at least twice a week, same day, same time, then stop blogging. Sharing content with another member of your network helps you create great content to share with your readers, and both of you benefit.

I hate to quote politicians, but Hilary Clinton's line about "It takes a village," is so on point today. But it starts with you giving your village the support it needs. Then, you've got to be there to help people in your network because they're going to be your best resource when you need help! 

by Skip Cohen
 
I first shared this post as part of my Fast Food Friday series last year, but it's even more relevant today. The pandemic and social distancing have changed everything in business today. Now, more than ever, your website and blog are critical components of your business. Sadly, too many of you have websites that could put a rock to sleep!

I've done a lot of website reviews over the years, and so many of you miss an opportunity to make a great first expression. A visit to your website needs to be a great experience. Like shopping at Macy's vs. Nordstroms - you've got a choice to make in the experience you give visitors to your website!

In reviewing websites, photographers will often say to me, "I know it's out of date. I need to fix those images." Well, the days of procrastinating are over, and it's genuinely a you-snooze-you-lose scenario. Here are some ideas, most of them easy fixes and things you can do NOW!
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• Load Times: Don't just assume your website is loading the way you intend it. Check it on different browsers. The top four are still the same!
• Navigation: Is your site easy to scroll through, or do you need a team of miners to find the most important components and information?
• Mobile Compatible: Your website has to be accessible and easy to view on a phone as well as a computer. So, is it?
• Great Images: It's all about quality, not quantity! Stop showing images that anybody's Uncle Harry could capture. Every image you share, including your own headshot, should scream "PROFESSIONAL!" Stop filling up your galleries with average photos.
• Policies Don't Belong on Your Website: Too many of you have policies that would scare an IRS auditor. Save the policies on cancellations, refunds, etc. for the contract discussion and stop scaring people away before they fall in love with your work.
• Contact Pages: Give people a way to contact you directly! There's no excuse for not listing your phone number! And make your phone a dedicated line for your business.
• Respond Quickly: If you're still wading through traditional contact forms from potential clients, you might as well go back to the "bingo-cards" magazines used twenty years ago. Respond to people quickly. For example: Last week I did a search for roofers in the area. Within an hour, two of my three picks called me. The third called a week later - we'd already found a contractor!
• Continuity: Now and then, I review a website that looks like it was built by different contractors on a house. The home page has a distinct look, but the pages that follow don't seem to fit in. There's no excuse today for a website that's anything but upbeat and great looking! DIY has its limits, and while some of you, have the skillset, too many of you have been building things as you go along and need help.

While somebody will challenge me on this, you can't be in business today without a website. I also feel a blog is essential. Why? Because your site is about what you sell, and your blog is about what's in your heart. Both work together, much like advertising and publicity. Together a great website and blog can open doors, build trust, and help establish your reputation as a professional photographer.

But just like discussions on Facebook forums about what photographers wear when shooting a wedding, you've got to dress the part. You've got to dress for success! ​ Your website is the equivalent of a bricks and mortar store - make a visit, starting with your audience walking through the front door, that's memorable and a fun place to "shop."