Intro by Skip Cohen

As I've written so many times in the past, the fun of this industry is in the friendships that come out of everyone's love for the craft. Well, meet a very new friend, Cheryl Dell'Osso. Cheryl's the Director of Content Strategy at Zenfolio and the Owner/Photographer at Portraits by Cheryl and Seniors by Cheryl in Raleigh, NC. 

It's Marketing Monday, and with her permission, I'm sharing a post she shared a few months back with tips to help you sell more prints. Selling prints is an integral part of your business. 

My own home is filled with prints. Friends have commented over the years that it's like a gallery.  Expanding one of the points Cheryl makes in this guest post - memories were also never meant to live solely inside your computer! They deserve to be shared and always visible. The one little corner of my office in the grab-shot above is a never-ending reminder of so many beautiful memories.

And to share my most favorite quote about photographs from Jody Picoult:

by Cheryl Dell'Osso

Photography is a form of art, and art was never meant to live solely inside a computer screen. Sure, your clients may be excited about getting that perfect profile-pic-worthy shot, but nothing truly brings a photograph to life like framed prints and canvases. 

Having beautiful prints adorning their home’s walls benefits clients by serving as constant reminders of the joy they felt on the day of their shoot, but it can be equally as beneficial for the person behind the lens. Selling photo prints can lead to a huge leap in a photographer’s revenue while simultaneously showing off their skill and professionalism to potential future clients. Plus, photo prints serve as a daily reminder of you and your services, making your clients more likely to head your way for their future photo needs.

So how do you go about selling prints? The sales process should start the moment you come in contact with clients. And if your sales tactics don’t pay off right away, don’t fear. Selling prints often takes time and patience to find the best strategy that works for you. Learning to rely on e-commerce can make this process much smoother, as clients will be able to buy photo prints and related gifts directly from your website without the hassle of going back and forth about orders and pricing. 

Once you have your e-commerce platform set up, here are four strategies you can use to increase your photo print sales. 

Plant seeds before the shoot.

In today’s digital world, chances are most of your clients are coming to you with the expectation of receiving an online gallery of images they can then print at their local drugstore. It’s important to change this expectation the moment you start working with them. 

As clients browse your portfolio, offer them examples of finished, framed photos and other products, and walk them through the benefits of having something tangible to house their memories. Show them the differences between photos that are printed on metal versus canvas so they can start to envision which products may look best in their home. 

Let the quality of your work be your biggest selling factor. Consider ordering photo prints from a local drugstore that you can use for a side-by-side comparison to the products you’re offering. Once clients can physically see and feel the difference in quality, it’ll be hard for them to settle for shiny drugstore prints.

Present your work.

After the shoot, it’s important to follow up on those initial seeds you planted by helping your client picture how framed prints of their new photos can be used. Photo prints can help tell your client’s story and serve as great personalized home decor. As an added bonus, their photos also make great gifts and greeting cards!

Show your client examples of how your work has been used to liven up the space above a mantle or to create a gallery wall of memories. If you’re photographing families, show them a progression of photos that exhibit a child growing older. 

Visually seeing these milestones might spark an emotional response to picture how their own child’s aging might look and think about why it’s important to capture their child at each stage of life. The bonus of this strategy is that they can easily recreate that progression by booking you for annual portraits!

On your e-commerce site, list finished products of past clients (with their permission) to show real-life examples of what other families, brides and pet owners are doing with their photo prints. You might even consider presenting a few prints from your client’s own shoot to give them something to hang onto.

Create a print selling strategy.

Once you’ve showcased the benefits of photo prints, it’s time to seal the deal. For this, you’ll need to create a selling strategy. 

The best strategy for selling photo prints will differ between photographers based on their niche and specific client base, so it’s important to figure out what approach makes the most sense for your business. 

For some photographers, this might mean building printed products into their overall photo packages so that ordering photo prints is the default. This can be influential for clients because they aren’t being charged extra for “add-ons” (even though the cost is being built into your session pricing). 

Other photographers might offer deals and discounts for buying framed or mounted images on the day of the shoot to build clients’ excitement about seeing the finished photos. This strategy can also create a sense of urgency, which is a strong selling factor regardless of industry.

Another approach could be offering to mail a finished framed or mounted image to a client free of charge so they can see how it will look in their home. Then, add a price tag if they decide to keep it.

Whatever your selling approach, it’s important to market the convenience of your photo print service. Remind clients about their ability to order printed products by sending a follow-up email a few weeks after the delivery of their gallery. Oftentimes, people become busy and simply forget to have their photos printed. An extra nudge could be all it takes to push them over the finish line.

by Skip Cohen

It's Marketing Monday and a great time to share ideas on a concept so few of you are doing - continuity marketing.

My first introduction to the concept was back in my Polaroid days. In 1986 Polaroid introduced the Spectra, which was incredibly successful for many years. It was the first Polaroid camera launched as a complete system. From a wireless remote to tabletop tripods, a Cokin filter set, camera cases, and albums, there were accessories to help keep the consumer excited about their purchase. Then throw in special direct mail offers on copy prints, mini-albums, and new products and there was a non-stop flow to keep customers feeling good about their camera choice.

That same basic concept is perfect for you to implement for your current and future clients. Here are some ideas:

The Image Box: The first time I saw this product in use was through Bambi Cantrell working together with Art Leather Mfg. many years ago. She'd surprise her clients with an image box filled with a dozen or so prints on mattes, signed by guests at the wedding in advance. It wasn't meant to replace the album but be an enhancement.

Today, just about every album company and lab offer some sort of upscale storage box. What if in that box from a maternity session, for example, there was a series of special coupons provided for additional events like a newborn session, a family portrait or something extending out to the first birthday. There's so much more an artist could be offering to bring clients back.

Wedding Clients: From additional prints to multiple albums, etc., there's potential to expand coverage with a bridal client. For example, David Ziser used to talk about first anniversary portraits. On the first anniversary of many of his clients, he'd call the bride and offer a free portrait sitting for the couple. Think about the brides you've known - the younger they are, the more friends they have who will be getting married. Imagine the excitement a bride would share with friends that her wedding photographer was coming to do an anniversary portrait. It's a goodwill bonanza!

New Print Products: All it takes is one call to your lab and ask the question, "What's new?" From metal prints to canvas to new sizes and other materials, here's an opportunity to offer your clients new ideas in how they display their prints. And while canvas isn't new to any of us - it is new to so many consumers. We might be tired of it, but they're not!

Full Service and Frames: Michele Celentano is the first photographer I ever heard refer to herself as a full-service artist. She'd start by working with the client on the front end to decide the size of the final print, framing, and where it would be displayed in the home. Then, when the print was ready, Michele would arrive with a hammer, hook, and a level. There was no way her stunning work was going to sit in a closet waiting for somebody to hang it on the wall!

Pet Products: In the hierarchy of why people hire a professional photographer, it goes brides, babies, and pets. And while things may have shifted due to the pandemic, pets are still in the top three. There's a correlation between families and pets as well. Years ago, Vicki Taufer launched her Dog Days of Summer campaign involving cause-related marketing for the local animal shelter. She knew there was a correlation between children and pets. Well, not only did the program create new clients for her, but she became one of the most recognized pet photographers in the area for several years.

Legacy Programs: I've already shared ideas on legacy programs and multi-generational portraits. This is an ideal time for you to market to the renewed sense of family in the world. Again, this is about expanding your services and then sharing the ideas with your target audience.

Here's the bottom line - in the same way, Polaroid launched and then continued to reach out to customers with new accessories in the Spectra line, you've got the same ability to reach out to your audience with new services and products. From promotional offers to print products to pets, frames, and albums, you can stay in touch with your clients and keep them excited about the services you offer.

New products and promotional offers are perfect for direct mail, social media and your blog. You have to cultivate excitement with your target audience, both in your database and followers as well as new targets.

However, if you're in business today and operating like a "one-trick pony," you're missing so many great opportunities.

Procrastination is the art of keeping up with yesterday.
Don Marquis

While most of this post is from the SCU archives and shared over three years ago - it's so relevant today.

We're halfway through the "slow season," and there are still many of you who are re-enacting the 1806 fairy tale about the shoemaker and the elves. You've turned procrastination into an art form. You're acting like the elves are going to come in while you're sleeping. There's no need for you to do anything because they'll clean up your website, your blog, start building relationships and even write up a few promotional ideas for the year ahead.

Well, the only elf around to help you is the face you see in the mirror each morning. The good news is you've still got time to reinforce the foundation of your business for 2022 before things start to pick up. But, if you're not ready then it's going to be a you-snooze-you-lose scenario. 

You know how to focus your camera - now it's time to focus your  business and goals for the year. In short, time to pull your head out of your... 
​

• What do you want 2022 to look like? The best thing about this industry is how fluid things can be and often easily changed. Right now, following all the challenges of the pandemic, you've got a clean slate. Things are different today with a renewed sense of families and opportunities for leadership everywhere. And every business needs help, making it a perfect time to look for partnerships with other vendors in your community targeting similar demographics. 
• Who's your primary target audience? So many of you have websites that are confusing, especially with your galleries. For example, you're sharing galleries that have no connection to each other. As an example, you might be mixing wildlife and landscape with wedding or portraiture. Having different interests outside your core specialty is essential, but don't confuse visitors to your website. You've got to take the time to think through who your target audience is and see the world through their eyes.
• Do you have the skill set you need? Most of you are answering "Yes," because you think I'm referring to your technical skills in photography, but what about writing, marketing, and relationship building? For example, if you hate to write, but you're trying to maintain a blog, then find help who likes to write.  
• Do you need new gear? Take the time to analyze what's missing in your equipment. Sales for most of the hardware manufacturers were slow last year and there are some great deals out there. There's also a lot of great equipment on the used market. Not everything you buy has to be brand new!
• Are you proud of your website? Be honest with yourself. When you visit your site, do you like what you see? Is it easy to navigate? Does it engage a viewer or scare them away? Is visiting your site an experience? It should be like visiting your favorite retail store.
• Are you active in social media? From your blog to Facebook, Twitter, Instagram, etc. you need to be visible. But that doesn't mean arguing with trolls in photographer forums, but sharing content where your target audience is hanging out. Pay attention to the demographics you're trying to hit - think about what they want to read and know about.
• Do you own your own zip code? It's one of the best pieces of advice I ever heard my buddy Scott Bourne share with a group of photographers! It might seem old-fashion, but at a time where success is based on relationship building, pounding the pavement has never been more valuable. You need to know every business in your community and even more important they need to know you.

No one blog post could ever cover everything you need to build a solid foundation for the year ahead. Every business is different, and if the seven ideas I just shared don't apply to you, take the time to be honest with yourself about what you're missing.  

As I've written so many times before, you can't create images that tug at people's heartstrings if your own heart isn't in it! There are no "focus fairies." You've got to take the time to focus on your business for the new year - you're the only one who knows what it's going to take to exceed client expectations and make yourself habit-forming!

And, last but not least, you know where to find me if you're stuck and need some help!

by Skip Cohen

​I suppose today's post sounds like it would be better suited for Throwback Thursday. Still, it's a mini-testimonial to great memories, friendships, and the value of your skillset as photographers.

Three years ago, I had to let go of Molly the Wonder Dog. I consider it one of the very worst days of my life, and the only reason it comes to mind this time of year is that it was the day after Valentine's Day. But my point isn't about how much our pets mean to us and the pain of losing them. Instead, it's about the value of those intangible memories turned tangible with photographs.  

The two photographs above, which I've shared before, were captured by my good buddy "Vanelli." We were doing a guys' weekend while Sheila was away, and he caught my two most favorite portraits of Molly and me. For weeks after losing her, I'd look at them every day, talk to them like a lunatic and try and imagine life without her.

There's so much so many of you take for granted. You're magicians, capable of taking memories and giving people the ability to hold and relive those moments forever. You forget how important a role imaging plays in everyone's life. Where would the world be without photography?

And while I have hundreds of old photographs of Molly, the hole in my heart has been filled by Lucy and Belle. Of course, Molly will always own real estate in my heart, but her spirit lives on in two more members of the family. And just like Molly, they know when there's a camera around, especially Belle.

Here's my point:

For most of you, it's the slowest time of year in terms of your business. It's the perfect time to think about the true value of your ability to capture memories. Build out your marketing plan for the new year around that skill set. As photographers, every client trusts you to capture those moments they miss with their eyes but catch with their hearts. That carries a huge responsibility to never compromise on the quality of an image, and never say, "That's good enough." 

Now take that one step beyond your clients and think about your own family. How often do you miss memories shooting "neurochromes," because you don't feel like picking up your camera? Never miss a memory-making moment for your own family album.

And to my buddy, Vanelli, there's no way to put a value on the gift you gave me 3 1/2 years ago. We all use the word "priceless" to describe those special moments in our lives. Thanks pal!

by Skip Cohen

​It's Marketing Monday and as you build the foundation for a great year ahead, pay attention to everything under the Customer Service umbrella. Customer Service isn't just about your active clients but all your interactions with your target audience. It's about building a reputation for excellence and a brand known for exceeding expectations.

Just for a second, think about your favorite restaurant. Sure, it's great food to start, but it became a favorite because of the service, atmosphere, pricing, and quality. Of course, the same applies to places you shop, whether live or online. 

Amazon is good example. We do a significant amount of shopping online through my Smile.Amazon account. Why? First, I can usually find anything we need. Second, Amazon ALWAYS delivers. At a time when USPS and FedEx have been horrible, Amazon is consistently delivering. Next, they're price competitive most of the time, and buying through their "Smile" program I'm able to direct a percentage of every sale to our favorite nonprofit.

Last but not least - their Customer Service team is pretty remarkable. I can call their 800 number, express my disappointment with an order, and have it resolved in minutes. And there are often times when I don't need to even return the defective or damaged merchandise to receive credit. THEY EXCEED EXPECTATIONS!

Here's a check-off list for your business:
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• Response Time: Do you check your email and phone messages multiple times each day? You need to respond as quickly as possible to set yourself apart from your competitors.
• Use Your Phone: Rather than always respond to emails with a written response. Have you tried calling the customer? Often there are easy to answer questions allowing you to react even faster than through the written word. Plus, email and text messages are limited in being able to inflect sincerity - whereas a phone call allows you to talk to the customer on a far more personal level.
• Finding Solutions: Whether it's you or a member of your team, work to find solutions to challenges quickly. And when there is a problem, NEVER hide from an angry/frustrated customer.
• Exceeding Expectations: Every customer interaction is an opportunity. From the quality of the products and services you offer to each inquiry and interaction with the public - never walk away saying, "That's good enough!"
• Speed Isn't Just About Your Response: Never assume your website is working the way you think it is. Check things every day on different platforms. Right now, Chrome, Safari, and Firefox are the most popular, with Chrome having a 65% market share.
• You Can't Take It Back: Remember, there are no erasers on the Internet. Don't get into arguments in the various forums on Facebook, for example. You can never really take back an angry post, and you never know who might be a member of that FB group, reading and sharing what you've written.
• Simplicity: Too many of you have policies and disclaimers on your website that would scare an IRS auditor. Keep things simple in your policies. For example, save the discussion on penalties for noncompliance when you're having a discussion about your contract/agreement. 

Here's the bottom line, and I'm paraphrasing what I've learned from good friends Tim and Beverly Walden over the years. Working with you should be an experience. You're not selling a portrait session, or for that matter, an album, prints, or video - you're selling the fun of working with you and building trust with your audience.

Tony Corbell says it best when he talks about things he did when he first started his business, "I wasn't the best photographer in town, but I was going to make sure I was the nicest!" He's never strayed from that philosophy, although today, he really is one of the best too!

by Skip Cohen

​In another life, at least twenty-five years ago, I attended PPA's M&M Conference. Jay Conrad Levinson, the father of Guerilla Marketing, was the guest speaker. In the top 100 things, he talked about marketers needing to stand out was giving back to their community. Why? Because people like buying products from companies they perceive as giving back.

How many of you do so little in your community so often surprises me. Remember, this is about being out there, with or without your camera. Everything you do doesn't have to involve photography. Even supporting a high school's booster committee and filling ketchup and mustard bottles at a Friday night game shows you care and are involved.

From United Way campaigns to non-profit walks for the fight against Alzheimer's, breast cancer, hunger, child abuse - anything that matches your passion for helping with a recipient cause will help increase your brand awareness.

Here are some ideas:

• Chamber of Commerce events in your community.
• Support to the Schools: Find out who the teacher is in the role of advisor for the yearbook and school newsletter if there is one. Your skillset is perfect for helping student photographers raise the bar on their images.
• PTA: What fund-raising events is the PTA scheduling this year? Whether helping on the events themselves or spreading the word - they always need help.
• United Way Events: Here's your chance to be a volunteer and at the same time use your blog to help spread the word.
• Events Calendar: On your blog, build an events calendar of non-profit programs each month in the community. This will also help you position yourself as a community ambassador.
• Career Day: Every school system is short on funding. Volunteer to be a guest speaker and share your photography, business, and storytelling knowledge.
• Alumni Associations: Whether high school or college doesn't matter. They always need help and volunteers for virtually every aspect of keeping in touch.
• Adult Education Classes: If there's a formal program in your community, see what it takes to be involved. If not, start one of your own.
• Your Old Gear: Everybody has equipment they no longer use. From DSLRs down to point and shoots - find out who's teaching photography in the school system and donate that gear that's just collecting dust. You never know how much impact you might have on a future young artist.
• Print and Sitting Donations: I know there are a lot of conflicting opinions on this one, but the idea is to donate a portrait session or print to a non-profit fund-raiser. I love the idea but find too many artists don't fully capitalize on the involvement. The donation is one piece, but you also need to follow it up on social media, your Facebook page, and your blog. Then, follow-up again with a short post about the recipient when they come to "collect."
• National and Local Organizations: From NILMDTS to Heart to Heart to Watts of Love to HeartsApart and hundreds more, there are so many ways you can give back and be involved with your skillset as a photographer.
• Cause-Related Marketing: Most of you will be launching some sort of special promotional offer in the months ahead. Take the sting off of just being another retailer and commit a portion of what you're offering to a non-profit you believe in. You can also rotate the proceeds to another non-profit with the following promotion as you build up awareness.
• Special Events: Make it a point to attend as many of your community's events as possible. Here's where your camera comes in. Capture images from the events, then share them on social media. Last but not least, offer your images to the associations hosting the events. All you're asking them to do is use your by-line whenever they share the photographs.
• Senior Centers: It's one of my favorites, especially over the last couple of years. Dignity in aging, combined with the loneliness of having to hunker down through the pandemic, has taken its toll—Check-in with your local senior center. So many of them offer activities throughout the week, and they're always looking for volunteers.

This list is hardly all-inclusive - but I'm making a simple point. You need to be involved in your community. It's not important who you know as much as it is, who knows you! Build a reputation for being somebody who's always out there and a part of the community. Use social media, whether it's through your blog, Facebook, Twitter, Pinterest - how ever you enjoy sharing make it a point to demonstrate how much you appreciate your target audience!

When you do nothing you feel overwhelmed and powerless.
But when you get involved you feel the sense of hope and accomplishment
that comes from knowing you are working to make things better.
Maya Angelou

by Skip Cohen

​While the pandemic may have created a paradigm shift in so many different business areas, one thing that hasn't changed is the importance of solid promotions. I'm betting there are a lot of you who have pretty much missed the Valentine's Day window, but that's okay. I look at February 14 as a fire drill when you were a kid - it's a reminder to be prepared for something much bigger.

And here it is - Spring seasonality!  Easter, prom season, Mother's Day, graduation, and Father's day are the foundation for the second busiest time of year under the imaging umbrella. That means NOW is the time for you to be thinking about your promotional calendar for the Spring!

Sadly, too many of you are going to procrastinate and kick back, waiting for your ship to come in. Well, if you don't do anything, when your ship comes in, you'll be at the airport! You need to create excitement in your community through your blog, social media, and network.

Great promotions don't happen by themselves - they need excellent execution! Everything starts with your planning. For example, your blog and social media involvement can help you tease your target audience. That means whatever you're going to offer in the upcoming months, you've got so many avenues to start the education process in advanxe for your customers.

• Whatever you offer has to have perceived value. And if you're stuck for ideas, pick up the phone and call your lab and ask, "What's new?" Your lab works with thousands of photographers all year long and whoever you're talking with has some great experience to share. If you're going to offer something new in prints or albums, for example, share images of the products early on.
• Keep your promotions simple and easy to understand. You don't need to give away everything; just have the right ingredient to get Mom's attention. Why Mom? Because women make 95% of the decisions to hire a professional photographer in the portrait/social categories. Over the years, I've seen too many promotions that only a rocket scientist could understand.
• Cross-promote with other vendors. With Easter and Mother's Day especially, florists and restaurants offering a Mother's Day Brunch are terrific partners. I've shared a lot of partnership ideas - so if you're stuck, go back to my post on the topic a few weeks ago.
• Share great images on your website and blog. Photography is about emotion, and there's that old line about a picture being worth a thousand words. Save the words and show your audience what you're capable of producing. Here's where you want images that pull at people's heartstrings. Every photo you share should make a point about your skillset. If you're sharing photographs that anybody's Uncle Harry could get - remove them from your website!
• Once you put the offer out there, be ready to close the sale with the first phone call. Respond quickly with a great attitude. Have all the facts about the promotion prepared so that you can answer any questions. If you're lucky enough to have staff answering the phone or email, make sure they know what they're talking about.
• Use a few people at the core of your network as sounding boards. Years ago at Hasselblad, whenever we put a promotion together, we had one great retailer we used to call and just say, "Okay John, what's wrong with this idea?" He'd either love it or shred it, and we'd go back and make it better. When putting together promotional ideas, don't plan them in a vacuum. Bounce them off a friend or two. Test them on some people with the same demographics as the target you're about to go after. Role-play with an associate or family member, so you're really prepared.
• Remember, you need some examples. If you're offering something completely new, like a Day in the Life Package, or a Legacy Program, don't be afraid to do a two to three for free. You need to work out the kinks and have images to share on your blog, website, and in social media.

 
Last but not least, photography is about the relationship between you and the client. I've written volumes about relationship-building being your best marketing tool. If you aren't ready to greet each new customer with the biggest smile in person, in Skype, Facetime, or Zoom, in your voice, or your email, then don't launch the concept. You can tell when somebody isn't smiling, even over the phone.

​by Skip Cohen

Okay, gang, tomorrow is February 1st, and January, the first month of what we all consider the "slow season," is over. But, as I've written so many times - it shouldn't be the slow season for you. In the last few weeks, I've shared one post after another with ideas to help you build a more substantial business for 2020.

None of this is rocket science, but if you've got the attention span of gnat and love to procrastinate, you're going to be in trouble when business naturally starts to pick up. Even in February, there's so much business potential, especially for boudoir and portrait photographers.

Speaking of potential business, here's a favorite add-on accessory from the packaging world perfect for boudoir photographers. It's from PhotoFlashDrive.com. And no, I'm not being paid anything to promote their products! I simply love the concepts they promote.

Packaging makes a huge difference. And while the Luminous Photo + Flash Box isn't something you'd do for every customer, PhotoFlashDrive offers a complete line of customizable packaging. Just trust me and take a look!

​And if you spent January just kicking back to get your head and heart in the same place for 2022 - that's okay. There's time to make February the month when you pull out all the stops and set your goals, promotions, partnerships, and activities in place for the new year.

Here are five critical posts on building blocks I've shared so far, and there are more coming! Click on any of the banners to catch up with the suggestions in each post.

Here's my point for Marketing Monday - you're the only one who can decide on what path to take to build a stronger business. EVERYTHING starts with you and putting together a plan for the new year that helps you thrive, not just survive.

And if you're frustrated and a little confused - that's okay - everybody is these days! You know where to find me if I can help you think things through. Just remember...

by Skip Cohen

​I know everything is relative, but living in Florida, we all complain when it drops to a bone-chilling sixty-five degrees. Well, we're in the forties this week, and Orlando is forecasted for close to frost this weekend. But, having lived most of my life in the north, I never threw out my flannel shirts.

Okay, this might seem like a little bit of a stretch, but are you ready for those business changes when it seems like hell really is about to freeze over? 

When business is great, we all ignore things we should have fixed years ago. Then, when things change, we jump to address the challenges with the urgency they should have had in the first place! There's a great quote from business writer and author Tom Peters from years ago:

​​So, here's a starter list for you to think about - Just like my backup flannel shirts when the temperature drops, are you ready when there's a "firedrill?"

• Backup Gear: Sometimes, the most fundamental definition of a professional photographer is having the right gear. If you're on a shoot and something breaks down, what's your alternative plan?
• Backup Staff: Most of you are single operators. What's your plan if something gets in the way of any commitment? Who's your backup if you're sick?
• Financial Responsibilities: Bills don't stop coming in just because you've been benched. Again, who's your backup?
• Who you gonna call? Yes, it's the Ghostbuster's theme, but when you can't come up with a solution to a problem, who's on your personal call list?
• Your Inner Circle: Everyone's network should have a handful of people at the very core. These are the people you trust the most. But the responsibility goes beyond a simple hand-off when something goes wrong - you've got to keep them informed all year long of the challenges as well as the good news.
• Building a Stash: A blog is only as good as its consistency. At the very minimum, you should be posting twice a week, same time, and same days. But things get in the way. Build a stash of posts, so you've always got something in the pipeline. And if you're stuck on ideas of what to write about, I shared 35 topic ideas in a post last week.
• ​Got a Call List? Take a look at all your gear and every supplier whose services you rely on - you should have a spreadsheet with all your contacts. From your gear to your lab to the staff at your bank, a call list can be invaluable.
• Check Your Website EVERYDAY! What good is working so hard to create the very best images if people can't see them? Check your website on different platforms every morning. And check your email as well. It's amazing how often something is wrong on a business website, but nobody is aware of it.

There are eight "flannel shirts" for when the climate changes - what have I missed?

​by Skip Cohen

It's Marketing Monday, and I'm sticking with my usual theme of ideas to help you make 2022 one of your best years ever! The whole idea is to go beyond just surviving and help you thrive. None of these suggestions are rocket science, but they do take time and focus. They're not new for me to share either, but strong reminders of what you need to be doing NOW!

Yes, it's the traditional slow season, but not for you as a business owner. Now is the time to get all your ducks in a row, so you've got the foundation in place for a year of solid sales, and there's no better marketing tool than relationship building!

1. Before You Start Hunting New Clients... Everyone is always talking about finding new customers. Sadly too many of you forget about your existing database, as well as your phone. So many of you are sitting on mini-goldmines but ignoring the opportunity to strengthen past relationships.

Take your top 30-50 clients from the past, and starting ASAP, give them a call. You don't need to sell anything. Just call to check in on them. It's been a long stretch since the pandemic started. Everyone has been hunkered down and light on communicating with people they care about. Your goal is simply to check in on them and see how they're doing. Just do a few each day.

2. Own Your Zip Code: My good buddy Scott Bourne brought this up at a program we did together years ago. Pound the pavement and start knocking on doors in the business community. Again, you don't have to sell anything except your personality. And for those of you who are rolling your eyes and thinking it's lame to approach a realtor in town because you're a wedding/event photographer, for example, how's this for the opener? "I just wanted to introduce myself. My specialty is weddings, but I've got a solid foundation in photography. So if there's anything you ever need help with, give me a shout." Just leave your business card behind.

3. Community Involvement: You've got to be involved in your community! People like buying products and services from companies they perceive as giving back. Jay Conrad Levinson, the father of guerrilla marketing, listed community involvement as one of his top things marketers need to do. The fun aspect of this is using your blog to help promote needs in your community. With so many fund-raisers being canceled, every non-profit is looking for support. Use your blog to help promote various activities in your community and get yourself involved and known for giving back. This is so easy to support, too - just start a calendar of community events. If you do it long enough, you'll become a clearinghouse for planning dates for other organizations.

And do anything you can for those non-profits, with or without your camera. The point is to be involved and helpful. Every organization needs volunteers and support.

4. Start Your Own Online Classes: There are things you do every day as a photographer you take for granted. And if you're living in an area where there's still a lot of paranoia about Covid, start using Zoom or a facsimile and create mini-workshops for the community. Share ideas on storytelling, exposure, composition, lighting, and position yourself as the community expert. Photowalks are perfect too, since everyone can be outside.

5. Get Involved With The School System: Education these days is a mess, as teachers struggle with a combination of live and online teaching. Track down a few teachers and look for opportunities where you might be able to be a guest on career day about being a business owner and photographer. Get to know the teachers involved in the yearbook and school newsletter. Also, check with the PTA and find ways to help. Last but not least - how about donating some of the older gear you don't use anymore? There's isn't a photography teacher around who would love more gear for students to be using.

6. Be Active on Facebook: While there's a lot about FB we all hate, keeping in touch with clients through social media couldn't be easier, especially with birthdays and anniversaries when they're listed. Stay out of battles with trolls in the various forums - Remember, there are no erasers on the Internet! Pay attention to what you post as well. Have a separate page for personal stuff and use FB as a marketing tool, focusing on business and imaging-related topics.

7. Coloring Book Pages: I've shared this a few times, but it's thanks to Steven Gotz in the very early months of the pandemic. For clients with young children at home, pull some of their past portraits, remove the color, and turn them into line art. Then, send them to clients for their kids as coloring book pages - it couldn't be easier or more appreciated with some of your clients.

8. Real-Time and Zoom Lunches: I've referred to myself over the years as "the biggest lunch slut" in photography. That's because it's such a great way to get to know people and share ideas. So, set up Zoom and invite a couple of other photographers or business owners to join you and then kick back and be sociable. And if you're in an area where the Covid stats are starting to drop, pick a restaurant to meet in person. Attending IUSA last week, I cannot describe how great it was catching up to people LIVE! 

9. Keep in Touch With Your Network: All of you have people who you've met over the years at various shows and conventions. Start by making a list of every product you use in your business. Then do your best to identify a key person at each vendor and keep in touch. The crew at your lab is one of your most important contacts, but don't forget other artists, your local retailer, and the sales reps for the products you use most. From email, phone calls, IMs, and text messages - stay in contact with people you care about. 

This is the first time in history; EVERY business worldwide has most of the same challenges. The pandemic has had an impact on everybody. So here's an opportunity for you to be a leader in your community and demonstrate why you're everyone's best choice for the services and products you provide.

by Skip Cohen

I love writing posts like this on a Friday and giving you the weekend to think about my suggestions. As I've written so many times before, this might be the slow season, but NOT for you.

This is the perfect time to secure your strategy for the coming year. Now is the time to look for new ways to reach your target audience and do them in more effective and cost-efficient ways. One of the best ways is to find a few partners.

EVERY business is dealing with the same challenges of getting back on its feet. True "normalcy" with any permanence is a ways off, but that doesn't mean you have to wait for clients to be coming to your door. There are dozens of paths you can take to increase awareness, value, and stimulate sales!
​

• Direct mail: Doing a postcard with two other partners reduces your cost to a third of what it would be if you flew solo. It expands your reach and awareness because all three partners combine their databases. Plus, each partner becomes an ambassador for the other two entities involved.
• Soft-sell cross-promoting products and services: For example, all of you who are wedding photographers should be working together with a florist. You should have a link to their site on your website, and they should have one to yours. Portrait photographers could do the same and include a restaurant known for things like a Mother's Day brunch, especially as we get closer to Mother's Day.
• Hard-sell promotions: It's cross-promoting, but this time with discounts on each other's products and services. If you don't want to do a discount, add something of value, like an extra mini-album for Grandma, an oversized print, canvas wrap - something with perceived value. Think about working with other vendors and putting together packages.
• Contest sponsorship: Work together with other vendors in the community to put together your own unique events to raise awareness and support for something relevant in the community. Bruce Berg wrote a guest post for me many years ago about an annual contest 30 years in the making. Three competing studios established the Lane County Children's Contest. The post is from 2013, but the concept has no expiration date!
• Start a newsletter: They're so easy to do these days, but somebody has to take the lead. Create a newsletter with gift ideas that tie in photography, flowers, gift certificates to a local restaurant, frames, and other gifts. You've got to plant the seeds for the ideas to create sales.
• Other photographers: I know it's taboo to suggest you work together with another artist when there's barely enough business to keep you going, but together you can play off of each other's strengths and weaknesses. For example, if you're a wedding photographer and don't do maternity, babies, or pets, find yourself a partner whose skill set fills in the holes you have in yours. Then, design a campaign that promotes one-stop shopping.
• Major equipment purchases: Money is tight, but if you wanted to get into large format printing, for example, or there's an exotic lens you know will make your work different - buy what you need together with another artist. This isn't like the stigma of buying a boat with a friend, and it'll save you money.
• Share studio space: Tony Corbell is a perfect example - his studio space includes two other artists. They don't compete, and they split the cost three ways. Granted, one of the artists is his wife, Mandy, but this is about each business paying its fair share. Together they've got a terrific location and facility for everybody to benefit.​

I know there are some of you rolling your eyes, either because you've read some of these ideas in my posts in the past, you don't like them, or you don't want to give up control - well, times have changed. The pandemic changed everything in our lives, and while I hate quoting Hillary Clinton, although it's an old African proverb - "It takes a village!"

And for those of you who think there's nobody to partner with because your specialty is so limited, here's a list to work from, and I'm sure there are plenty I've missed because these are all in the portrait/social categories.
 

• Boudoir Photographers: Lingerie boutique, spa, makeup artist, salons.
• Pet Photographers: Pet food reps, animal shelters, pet boutiques, veterinarians, and doggy daycare facilities 
• Children's Photographers: Toy stores, summer camps, playgrounds, kids, clothing boutiques, restaurants, pediatricians, or pediatric dentists.
• Family Photographers: Family restaurants, decorators, parks, and special events 
• Wedding Photographers: Florists, wedding planners, bakeries, salons, bridal shops, limo companies, musicians, tux shops, travel agents, and venues

Stop thinking you have to do everything yourself. Business may have changed dramatically, but along with the frustrations, there are some unique opportunities for creative leadership. You don't need to jumpstart your business alone - think about the strategic alliances in your community to rebuild together!
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by Skip Cohen

I might be out of town at IUSA (Yesterday was one of the BEST first days of a show I've attended in a lot of years!) but that doesn't change today being Marketing Monday. Every year at this time I publish a series of tips and ideas to help you build a stronger business. Well, I'm back again in 2022 with one of my most read topics.

by Skip Cohen

I shared Part I on Marketing Monday this week, but like a dog with a bone, I'm not letting go of my quest to help you focus on what's most important to your business success...NOW!

Yes, it's the slow season, but only as it relates to some of you in terms of incoming revenue. However, it should be anything but slow when it comes to the building blocks you need to make 2022 one of your best years in business.

Let's start thinking about your blog...and if you're not doing a blog, then think of this as a good use of your Facebook page as an extension of your marketing activity. ​

• Consistency: one key to success. If you're blogging every full moon, then give it up. My suggestion is to blog at least twice a week. When you go for long periods not sharing new content, you lose the momentum and interest of the readers you're trying to reach.
• Build a stash: Everything you share doesn't have to be written in real-time! Take the slow time right now and put together a couple of dozen posts. Then use one a week from your stash. On the other day of posting, tie in something you're doing that's recent and maybe even community-related.
• Content is King - Pay attention to who your readers are. You've got to be relevant to their needs. For most of you, if your focus is on the portrait/social side of the business, that means "MOM." She's your target audience. So, take a few minutes and think about where she needs the most help. And remember, the good side of the pandemic is the renewed sense of family in this country, perfect for children and family photographers.
• Timing is essential: Post on the same days each week and at the same time. 
• Don't write term papers! Keep your posts relatively short - ideally, 200-500 words is the max; you can go over that if the topic is relevant, but if that's the case, then use bullet points. This post is going to be around 600 words.
• Cut too many English classes when you were a kid? Use spellcheck and Grammarly. However, with Grammarly, read every suggestion out loud. Grammarly doesn't always know what you're talking about and often gives recommendations that aren't accurate for the meaning you want to convey. 
• Hate to write? Find yourself an English teacher from the local High School or an "A" student who loves to write. There's nothing wrong with having a ghostwriter who will listen to what you want to say and then put it together in a blog post. Finding a teacher or student who'd like to moonlight a little is an inexpensive way to get some additional support to supplement your weak spots.
• Adding photographs: Include at least one relevant photograph with each post.
• Links: Don't go crazy with too many links in a post to other locations within your website or outside to other sources. 
• Share what's in your heart! A blog gives what you sell credibility, like publicity supporting advertising. Everyone is frustrated these days with the limitations placed on us because of Covid. You don't need to get overly personal, but share some of your own challenges readers can identify with.

More coming with topics to write about - you're all sitting on a goldmine of ideas but just don't realize it!

​by Skip Cohen

In yesterday's Reflections post, I wrote about chasing your dreams. I appreciate the nice feedback, but it's Marketing Monday and time to take action. The good news is that this isn't rocket science. You know how to focus your camera, now it's time to focus on your business and long term, your career.

When I was a kid, there was no GPS. My Dad belonged to AAA, and before our once-a-year big vacation, he'd put in his order and get back a TripTik, a spiral-bound series of map pages showing the routing from the start of our trip to the finish. Each Page had the total mileage for that segment of the trip.

Today's travel is a whole lot different. AAA still offers the service. However, for most of us, we hit the computer, and Google combined with Trip Advisor, and Yelp gets us to our destination. Plus, we're accessing GPS in our cars and on our phones all along the way.

Well, now apply the same concept as the old TripTiks to your business for the year ahead. You know where you're starting from, but most of you haven't thought through where you want to go this year.

Sure, you want the business, with revenue and reasonable costs, to leave you a profit, but is your goal sustainable? Anybody can be a one-hit-wonder and make a few bucks, but you want every client not only coming back again but insisting their friends work with you as well.

So, just like my folks did when I was a kid - use this week to plan your "trip," at least through the first quarter of the year. Before you load up what you'll need, you first have to clean out the "trunk" of everything left from the last trip...2021.

• What loose ends do you have to wrap up from last year's business?
• Are there clients who are still waiting for orders? Have they all been billed for past services?
• Is your database cleaned up or a mess of missing contact information?
• Is there gear you still need? I'm not talking about the equipment you WANT, but really need to provide the best possible service to your clients.
• Now's the perfect time to start getting things ready for your taxes - yeah, it's early, but at least put together a list of things you're going to need to chase for your accountant.

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I commented earlier about it not being rocket science...but it does take discipline. So, take time this week and just kick back and think about your dream for the year. I'm a big fan of visualization - what's your goal for 2022? Sales revenue is essential, but you also have to control your costs. So, it's not just incoming dollars, but what you're spending!

by Skip Cohen

Over the past year, I've shared multiple posts every week on marketing and business - virtually anything I hear about or have learned over the years that will help you even out the rough spots in your business. It's been a tough year, but the finish line is only eleven days away, and there's a clean slate for 2022. 

But coming down to the wire - don't miss opportunities to set yourself up for a strong start into the new year.

• End-of-year sales abound - are there essential pieces of gear you still need? There are some remarkable sales still out there. You may also need some additional deductions before tax time.
• Thank your support team! Everyone has a few people who made it a point to help you through the past year. From various vendors to wedding planners, florists, etc., some people made life a little easier, even when it wasn't. From a phone call to a hand-written note to lunch or a gift basket, let them know they're appreciated.

People will forget what you said. They will forget what you did.
But they will never forget how you made them feel.
Maya Angelou

• ​Don't forget any last-minute plans you have regarding workshops and conventions for the new year. Also, are there plans you still need to make and lockdown for any January travel? And if you're headed to IUSA, put "track down Skip" on your calendar.  I'm looking forward to catching up to as many of you as possible and will be in the Platypod booth each day of the trade show.

Last but not least - this week is always a little insane wrapping up last-minute orders and client needs. But once everything is done - take the time between the holidays to simply kick back and chill. Sure, you still need to think about the business and your future, but you also need to recharge your battery!

That means you need to focus just on yourself a little. I'm not suggesting you ignore your family or friends - take the time to appreciate the road ahead!

You can't create images that tug at people's hearts if you're own heart isn't in it! 
Me

by Skip Cohen

We're down to the wire, but not too late for one more idea - building a Legacy Program for your clients and your own family! I've shared the concept a few times in posts this holiday season, but with Christmas and New Years right around the corner - it's time to hit it one more time.

Here's the concept: Look at the images in the photograph above. Now think about your own life a couple more generations from now. Those old black and whites above will be replaced with a few jump drives; images never downloaded from your phone, and a handful of Polaroids, Shutterfly prints, and maybe even albums. But who's going to be around to tell the backstories?

Building a Legacy Program is so easy - Seriously, it should be a no-brainer for all of you. Let's start with your own family. This holiday season, whenever your family is together, sit down with the more senior relatives and record the stories of their journey. You've all got cameras with video and even your phones. 

Next, pull out those old albums and shoeboxes of photographs. Get the names of the people in all those shots and the events that brought them together. This doesn't have to be a major production of "Roots," just documenting the chapters of your life that brought everyone to today.

Now, take it one step further - if you've got kids in the house - assign them to be the family historians. If they're young, get the camera set up for them - and if they're older, give them some assignments. Stories like, "Sit down with Grandma and Grandpa and ask them how they met?" Anything relevant in capturing those beautiful backstories that will disappear when older members of your family pass on.

And for Clients...

Including a Legacy Program with family portraits is a perfect way to expand your business and especially goodwill. Imagine the power and pure joy of a family portrait and a recording of Grandma talking about her journey along with it. The possibilities are endless.

Every Thursday for years, I've been sharing a Throwback Thursday image as a blog post. While I've got hundreds of old photographs of my folks and grandparents - with at least 80% of them, I have no idea who's in the photograph. Plus, the only stories I can tell are about the pictures that I'm actually in, or maybe I was lucky enough to hear the backstory when I was younger. 

My grandparents are long gone, my folks passed away over the last ten years, and there's nobody left in the family from their generations. Hindsight is always 20/20, and I hate that I never sat down with my Dad before he passed away to record his story.

I've written this so many times before - if we learned nothing else over the last year, ALL of us now know that life is simply too short. Unfortunately, we didn't appreciate the true meaning of freedom until the pandemic had us hunkered down. And if you lost family members through the pandemic, then you understand what I'm saying even more.

Don't let this holiday season go by without starting a program for your own family to capture legacy stories from the past. And for your clients - there's still time to get the word out today!

by Skip Cohen

I started this series a couple of months back to help you think through things you could be doing in advance to help make this one of your best holiday seasons on record. But there's one last component that's critical and trumps everything you do in terms of marketing, brand-building, and promotion - your ATTITUDE!

The last two years have been the toughest ever for every business, especially in the imaging world. Nevertheless, I'm hearing great stories from all over the industry about new business coming through, and several photographers are tracking to some of the best sales they've ever seen for the holidays.

When I was in junior high school, the basketball coach had a sign in his office, much like the Zig Ziglar quote above:

​Well, we're coming down to the wire, but there's still time to capture and create more business for 2021, and it all starts with your attitude.  Here's a hit list of questions and suggestions to consider:

• Are you offering exciting products that appeal to your audience? If you're not there yet, call your lab and ask, "What's new?"
• Are you taking full advantage of everyone's special offers? For example, Marathon Press has their BOGO promotion going on for holiday cards. That decreases your cost per card by 50% and adds to your bottom-line margins.
• When you answer your phone, are you smiling? Yes, there's a difference, and it comes out in the tone of your voice. Be upbeat, positive, and helpful.
• When contacted for the price of a product, like prints, for example, ask qualifying questions. How many? What size? Do they need any special retouching or restoration? Do they know about the holiday specials you're offering? This is MacDonald's 101 - "Would you like fries with that?"
• Is working with you a great experience? If you follow Tim and Beverly Walden, then you know their feelings about a portrait session. It's not just about creating a new family heirloom but an experience for the client.
• Are you being active in your community? From directly volunteering to sharing information about upcoming community events on your blog, Facebook, Instagram etc. you can become more than just another retailer in the area.
• Own Your Zip Code: Are you out knocking on doors and meeting every business in your community? Position yourself as the expert resource for everything with photography/imaging. 
• Have you made up your list of those exceptional people/companies who have helped you stay in business and build your brand? Whether taking them to lunch, or sending a basket or flower arrangement everybody has at least 2-3 special people who have helped you along the way.
• Build content on your blog about improving your readers' photography. From storytelling tips to help with things like posing, composition, and exposure - they need to be reminded you're the expert.
• Teach a community class on the basics - help your clients raise the bar on the images they'll be capturing through the holidays!​

I'm not minimizing how tough it's been for so many of you this last year, but with the renewed sense of family coming out of the pandemic, there's an opportunity for you to finish the year strong! So don't let complacency drag you down.

Remember, you can't create images that tug at people's heartstrings, if your own heart isn't in it!  And, if you're overwhelmed and just don't know what you can still do - then you know where to find me!