by Skip Cohen
Back in my WPPI/Rangefinder Magazine days, I lived in southern California, outside LA. In June, the marine layer would roll in, and while the temp was always 75 with low humidity, everybody called it "June Gloom." Having spent most of my life in Ohio and the Northeast, I laughed whenever somebody whined about the weather. It was still beautiful for me, and at 75 degrees, there was nothing to complain about. Well, June in the photography world is the gateway to possibilities for building your business. And while many of you think of it as prime wedding season - it's also a time to expand and build out your business in other directions.
Here's my point - you can make this one of your best years in business, but nothing happens if you don't use all the communication tools at your fingertips. From mailings to your blog to phone calls, texts, and posts on social media - you've got to plant the seed for new ideas. Take a look at everything you offer on your website. Many of you have been doing the same things for years, and it would put a rock to sleep. Let's spice things up and make the summer of '23 one you'll talk about for years to come! And if you're stuck - you know where to find me.
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by Skip Cohen Last Friday, I shared an idea about cleaning up your online galleries. Until I run out of ideas, I'm going to share a new idea every Friday about some aspect of your business that needs a little attention. And while I know business is back in full swing for many of you, none of these ideas are rocket science, but implemented will help you build a stronger business. Your greatest marketing tool is relationship building. All of you have networks of people you've met, worked with, and appreciated. But a great network needs a little care and feeding. In the old days, we all had a Rolodex of business cards. There was no Internet, email, or social media outlets - just a collection of business cards on everybody's desk. The advantage of building a great network in the first place is all about support - not just for you, but as a two-way street, both giving and receiving. It's about having resources to draw from when you need help and also being there to lend your expertise to people in your network. Unfortunately, so often, we'll go to chase down somebody and have obsolete contact information or be embarrassed to reach out when we haven't talked to the person in a year since the last convention, first meeting, etc. It's time to review your network. Think of your network as a target, with the center being those people you trust the most. The next circle from the center might be your closest associates, staff, etc. The next ring out should be vendors, etc. The second and third rings from the center of that "target" are your most important. This is usually where everyone is out of date regarding contact information. Here are some ideas to keep your network vibrant and alive!
Happy Friday! Have a great weekend and to all you Dads out there, Happy Father's Day. Images copyright Kevin A. Gilligan. All rights reserved. Intro by Skip Cohen Before you read on - this is the longest post I've ever shared on the SCU Blog, but it's for a great reason. We're back into great weather, summer, and many of you are going to think about showing your work in local galleries, shows, and community events. Even if you just scan the title of each tip, you're bound to find something relevant to help you raise the bar on showing your work. In 2015, Kevin Gilligan did a guest post that's been one of the best we've had. Initially, I ran it in three parts. Today I'm putting all three of them into one post. And while here and there something might sound a little dated - there is no expiration date on relationship building as an artist with your target audience. There's an incredible amount of helpful advice here as Kevin shared sixteen tips on doing a solo exhibition. Even if you have no intention of doing a photography show or gallery event, there's one tip after another to help you show your work better. About Kevin: The real fun of this industry is the friendships that come from everyone's love for the craft. Ever had a friend who feels like they've been in your life pretty much forever? Well, that's Kevin A. Gilligan. We met in a phone call around 2014, and the friendship continued to grow, even though we didn't meet face to face until years later. I'm not sure there isn't anything Kevin can't photograph, but the secret ingredient is his love for the craft. He's a writer, educator, artist, and a great buddy. Click on any of his images in this post to visit his website. What I Learned From My First Solo Photography Showby Kevin A. Gilligan Landscape photography is one of my passions. I love the feeling of capturing a great scene, especially if I get to explore somewhere new while doing it. Photographers love to share their best images. We want others to enjoy and appreciate them, and hopefully, buy them. In the past five years, I’ve shown my landscape and travel photography in a half-dozen group shows, and two museums. Last year I began to feel it was time to have a solo exhibit. I’m a self-taught photographer, and I was not planning to wait around for a gallery to offer me a show. I made up my mind that I was going to create my show. Over the course of six months, I planned and executed every detail of a solo show. Deciding to do a solo exhibit is a large commitment of time, resources, and ego. Yep, ego, you are putting yourself out there, and saying come look at my work. You have to have the confidence to show it, and a thick skin for those who won’t like it. Photography is art; you won’t please everyone, nor should you try to. The opening night of a solo show is exhilarating and worth all the work that goes into it. I learned a ton in the process. Here are a few tips I can share for those who are committed enough to put on their first solo show. Tip #1 Try a Group Show First Group art shows are a perfect way to ease your way into showing your work. You don’t need many pieces; you can often show just one. It takes less time and less money, and there is less pressure because much of the logistical work is already done. You don’t have to book a gallery space, and often someone will hang the images for you. The theme may already be selected. The group shows help you build your network of contacts: collectors, framers, printers, public relations folks. Hand out your cards, get the cards of others, send thank you notes. Tip #2 Select Your Best Images Learning to select your best images and editing them for a show is a big first step. You must learn to be ruthless. I have over 40,000 images in my catalog. I showed 27. If you are thinking about a solo show, I am assuming you are already proficient in post-production using Lightroom/Photoshop, etc. Selecting your images for a show is much more than just processing your images. It involves selecting a group of images that go together in the show. You might have several groupings of images. For my exhibit, I had 27 images in three groups. The first were aerial images of Los Angeles. I printed those on metal. The second were black and white photographs of Rocky Mountain National Park; those were printed on paper and framed and matted. The third group included some of my favorite water-related images, and a few black and white, or dark themed landscapes that complimented the Colorado images. Tip #3 Print A Test Book Once I had a semi-final selection of images, I printed a high-quality test book. The book was about 5x7 inches, and I did not spend a lot of time on the text. The point of the book was to see how the images looked together and to have the book to take with me when I met with galleries. It was also an inspiration to me to keep going. When I was tired or frustrated, I could look at the book and remind myself of my purpose. The book was something tangible I could hold in my hands. I also showed it to a lot of potential guests for the show. Printing the book shows you are serious, and it elicits a different reaction than, “Hey, look at these pictures on my iPhone.” Everyone has pictures on their iPhone, this is different, print a book. You will look at your images differently. It pushes you to do better. Tip #4 Theme/Artist Statement You need a theme. Your exhibit will need a name. Give some thought to what will describe your show to guests. This was hard for me, really hard. It took me a while. I read photography books, listened to podcasts, talked to my wife about it. I won’t lie, this took me months. Finally, I figured out something that worked for the collection of images I had in mind. ELEMENTS: SEA – AIR – LAND. Was it the best name ever, probably not, but it told the viewer what to expect, images of the sea, air, and land. As I got closer to the exhibit I wrote an artist statement incorporating the theme, and what I wanted to convey with this collection of images. Personally, I think this is an indispensable step to solidify your thoughts and connect with potential collectors. The theme was done early in the process; the artist statement came much later. Tip #5 Find a Place to Show Your Images Obviously, this is very important. You might even want to determine this first. Many decisions spring from this decision. You need to know what this space will look like so you will know how much space you have for images. How many can you show? How will you present them? The location is also an important consideration for your audience. How far will they travel to see you work? When the venue is available will affect how much time you have to prepare everything. If the location is a gallery or museum, it will likely have a lot of lighting, and it will be flexible to highlight best your art. If the location is not a gallery, you may need supplemental lighting. How much will the location cost to rent? Will you pay a flat fee or a percentage of your sales? Do they allow food and alcohol? Will they do marketing for you or will you be expected to do all of your marketing? Do they have a mailing list to promote you? Finding the right space took months for me. I had been paying attention to the galleries during my group shows. I was ready to book one gallery and it closed. I was disappointed, and had to start my search over. I contacted real estate agents about vacant spaces, but that never panned out. The real estate agents always wanted too much money for a short exhibit, and they also wanted me to get insurance and pay for electrical hookups and the like. The logistics didn’t work out. Ultimately I found a local gallery and was able to pay them a flat fee. They had lots of lighting, and they even helped me hang my images, which was great. I also found a very supportive group of artists who were interesting and fun. Tip #6 Seek Show Sponsors Putting on a show is expensive. Printing, framing, gallery space, public relations, food and beverages, a catalog….they all cost money. It’s thousands of dollars any way you cut it. Seek sponsors to help you reduce your costs, and give your sponsors billing on your public relations, social media, and gallery space. Hopefully, you have been building your connections as you have exhibited in group shows to this point. Sponsors can also include local food and beverage companies who may be new and want to expand their client base. I was grateful to have Tamron USA, Pelican Products and a local brewery and chocolatier as my sponsors. You don’t have to provide a full dinner, but some wine and cheese, or beer and chocolate is in order. I did not drink during the show so I could stay sharp and attend to my guests. Tip #7 Create a Show Flier Once you selected the show name, images, location, and dates, it is time for a show “flier.” My flier had a key image for the show that would be on all the advertising, dates and times, and names of my sponsors, my website, and email address. I printed several hundred 4x6 postcards and carried them with me all the time. I handed out hundreds of these over the course of 3-4 months and left them at key places like my local photography shop. Tip #8 Social Media As soon as you book the date of your show, send out a “SAVE THE DATE” on social media. Use the show flier on social media. Send it out to all your outlets: Facebook, Twitter, Google+, Instagram, your mailing list. Your sponsors will appreciate it. Vary the message, talk about the process, show the location, your printing, and framing. Don’t overwhelm but give periodic updates. Ask your friends and sponsors to help spread the word. Post images of the show itself, friends having fun, and perhaps even images you sell. Be sure to reach out to people individually before and after the show. Take the time to demonstrate that you are looking forward to people coming to the show, and say thanks to those who do come. Tip #9 Be Humble and Ask For Help You are going to need help, probably a lot of it. So be humble and ask for help. I’ve always been a believer in shopping locally. I buy a lot of my camera equipment from local camera stores. Yes, it costs me a bit more in the short run, but in the long-run the help with equipment and questions is invaluable. Plus I like to support my local community. For this show, I spent quite a bit of time working with an extremely talented photographer and printer from my local camera store. She helped me with paper selection, printing and gave me many helpful suggestions. One of the best suggestions she gave me was to create a replica model of the show space. Tip #10 Create a Replica of Your Exhibit Space Grab a legal pad, a few pens, and a tape measure and go visit your exhibit space. Measure the dimensions of ALL the walls and draw a diagram while you are there. Next create a model of the space out of foam board. Make every foot equal to one inch and be sure the model is to scale. Height of the walls and distances included. Write the height and width on each wall. Connect the foam board pieces using clamps and/or nails. You will want to be able to take the walls apart and put them back together again. You are going to print super-small copies of your pictures and post them to the walls using pin cushions. By doing this, you will be able to see which images go together on a wall, which images should be vertical or horizontal. You are going to measure out the distances exactly. Did this take a lot of time….yes. Did I get frustrated doing this….yes. Was I delighted when I got to the gallery, and I knew exactly where each piece was going to go……? Absolutely. It cut down on a lot of stress on the day of installation. Tip #11 Test Prints This will be obvious to some, but test prints are critical. You need to know how your image will look on the particular medium that you are using. Half of my images were printed on metal for this show. I ordered several metal prints (dye fused on metal) from several print labs before the show. I experimented with several different finishes on the metal as well i.e. glossy, matte, etc. The paper prints were even more complicated. Each paper has a different print quality, price and displays the ink differently. “HELP”….my head was spinning. I spent many hours working with a printer to get each shot right. Finding the right framer, at the right price, can also be challenging. Your network can be invaluable here. Tip #12 Installation/Hanging Your Images Hanging images can be very challenging. Honestly, I hate doing it. Give yourself enough time. At least a day. If you have done your model (tip #10), then this will be much easier, you already know which images go together as a group, and where specifically each will go. Ask for help, bring a friend who has done this already if you can. Keep in mind that some galleries will hang images with wires and some galleries only want “D” rings. You should ask the gallery how they want the images before you frame them, assuming the gallery is going to help you hang the images. Tip #13 Create a Catalog Create a catalog of your work for the show. Include your artist statement, pictures of the images, the size of the images, the medium, and the price. I made 250 copies of the catalog, and it was well worth it. Hand it out at the show and let people take it home. This will help with your follow-up sales. Tip #14 Sign-In Book Purchase a nice leather bound book for the show and have people sign in and provide their name and email address so you can thank them for coming and invite them to future events. Tip #15 Follow-Up Follow up with your prospective purchasers after the show. Thank those who came to the show and especially those who purchased an image. Tip #16 Hire a Photographer Hire a photographer for the day, so you get images (with you in them for a change) and you can relax. You’ll be happy to have the images of your friends and for use in future marketing and social media efforts. Conclusion: Having a solo exhibition is a landmark in your professional photography career. It says you are serious about your photography and willing to put in much more time and effort than the average photographer. Give yourself lots of time, six-nine months and enjoy the learning process. Nearly 250 people attended my exhibit, I sold a third of my images during the show, and even more after the show. I met collectors and I'm building my mailing list. It was an exhilarating and somewhat exhausting experience. I couldn’t be happier I did it. I hope you do it too. by Skip Cohen Note to self: Don't stay in your home office when you're having a new roof installed! That explains why I'm just getting around to posting this morning's post at 3:45 PM! But it's short and doesn't change the sentiment or, I hope, my ability to make a point. Every morning, Sheila and I read something short and inspirational from two books we picked out for the new year. As hokey as it might sound, it often sets the tone for the day ahead. Here's one that hit home for me just a few days ago. What do you want to accomplish today? There is a full day ahead with a fresh canvas for you to paint a beautiful picture. What will it look like at the end of the day? Consider what needs to get done and sprinkle in something nonessential and memorable. Our days aren't supposed to be a list of tasks... Emily Silva, Sunrise Gratitude And while usually, this would be a topic for a Sunday Morning Reflections post; it's relevant to most of us every day of the week. We get so over-focused on the challenges of running a business that we need to remember to add in a few things that most people might consider nonessential.
Listen to just about any Mind Your Business or Tamron Recipes podcasts, and you'll repeatedly hear some of the industry's most respected and successful artists discussing the importance of special projects. For the most part, they're projects that started just for the fun of it but evolved into support for your most important client, YOURSELF. That brings me to wrap up with a point - if your day wasn't as stellar as you hoped, take a break right now. Step back and think through when the day started to go downhill. Then set tomorrow up with something to break up the tasks for the day. This is all about putting a smile on your face and keeping passion in focus. You all know how to focus your camera, but sadly we all forget how often we need to focus our hearts! by Skip Cohen It's Marketing Monday, and while I might be a little late getting this posted, there's no expiration date on building diversity into your skill set for marketing. Specifically, while there are slight variances around the country, in many areas, especially the Midwest - NOW is the time to target the class of 2024 for senior photography. Senior photography continues to be one of the fastest-growing specialties in imaging. Unlike when I was a senior (on the right), today it's all about capturing the subject's personality. It's about the interaction between the senior and the professional photographer. If you've got an interest in the senior market, the first thing you need is to ensure you've got the skill set, not just with your camera. You need great communication skills and the ability to build a relationship with your subject. Remember, for many seniors, this may be their first time working with a professional photographer. They're as nervous about getting a portrait done as they are in dealing with some of their own self-esteem issues. That means your listening and conversational skills must be as good as your understanding of exposure, composition, and lighting! But here's the real point of today's post - you don't have to develop the senior market alone. Check out Marathon's "Power of 3" Senior Marketing program. It's direct mail at its best, with the expertise of the Marathon staff to watch your back and help you develop an effective program. For example, check out the strategy/timing below of their 3-point program, as well as the option fourth "last chance" piece.
At the very least, finding out more about the program should be a no-brainer. It costs nothing for you to get more information. There's an unlimited combination of design components for you to choose from, but everything starts with your interest in expanding your expertise into the community. Even better to help you build your brand as a senior photographer, the available design for each 3-part mailing is limited to only one studio per marketing area. It only takes a phone call to find out what's being done in your area. Still have questions? Enjoy the conversation between Mark Weber at Marathon and Brian and Jessica Baer of Baer Studios. There's so much great insight shared in these two videos covering virtually ever aspect of building a senior business.
by Skip Cohen Wrapping up the week, I always try and hit you with something to think about over the weekend. I try and keep it simple with a suggestion to focus on one unique aspect of your business. Here's an easy one - let's clean up your galleries. Several times over the last few weeks, I've been looking at the galleries of different photographers while I had them on the phone. Each time they've apologized for their galleries and website being outdated. This is such an easy fix; it all starts with your mindset. Remember, procrastination is NOT a marketing strategy!
Here's the bottom line - Your home page and galleries are the two most valuable pieces of cyberspace real estate you own! Don't waste the opportunity for new clients when somebody walks by and looks in the "window!" It's all about the experience of visiting your business and liking what they see. by Skip Cohen
A big thanks to so many of you who commented or hit the "like" button in the various forums where I shared this yesterday. Hopefully, you'll like the second half just as much. Part II gets a little more personal and goes beyond the rules of engagement, hitting on a few basic concepts. The bottom line is simple - it's a long post, but pick the highlights that work best for you. And remember, we're ALL work in progress! 11) Never use the word "fail!" Don't be afraid to admit you screwed up, but the truth is "fail," "failure," and "failed" are all self-fulfilling negative words. You're dead meat the minute you use words like this. If you tried something and it didn't work – all that happened was that it didn't work. If you hadn't tried anything at all, then you'd be a failure. So, strike the word from your vocabulary and get your internal spell-check going so that all derivatives of the word fail are removed. Success is about taking chances; failure is just part of your journey. As long as you learn from each situation, nothing can ever be a failure. 12) Recognize when you're on overload. Anybody with kids knows the signs of a sugar low. As adults, we're no different; we never outgrow that sugar-low mood swing. What does change is that as we get older, we're not only susceptible to a real sugar low, but we react the same way when we've just got too much going on. So you've got to take a break now and then and stay grounded with those things most important in your life. 13) Only claim your own work as yours - And don't share somebody else's work without permission: There's been a lot of talk in our industry over the years as some pretty well-known photographers have been caught using another photographer's images and text. If you can't come up with a concept on your own to write about in your words, then either ask for permission and quote the source or forget it! And when you're shooting behind your instructor in a hands-on class, stop claiming it's your image and sharing it in your galleries. Instead, take what you learned and apply it to your own photographs. 14) Keep in contact with friends. We all get busy. We all lose touch, but it's worth the effort to keep in touch with friends and people you've met who share your passions. And don't forget your network - Your network takes work to maintain, and you need to communicate with the core members regularly, not just when you need help. 14B) Keep in touch with your immediate family! I made this its own category, because it's so easy to forget the people closest to you. For example, Sheila can't know why mood swing just went south if she doesn't understand various aspects of my business. So, whether it's your spouse, partner or roommate - don't forget their stake/investment in your life. Share what's going on in your business with the people closet to you. 15) Listen to your staff. Your business is growing, and as it does, you'll bring on more people to help. You might outsource to other vendors. All these people, directly or indirectly, become your "staff." Learn to include them in discussions about your business and listen to their suggestions. You don't always have to incorporate their ideas, but at least let them know their input is valuable and is being considered. 16) Be realistic with your deadlines. Deliver on time or even early. Nobody is interested in your excuses if you come in late. 17) Be on time! It's pretty simple – show up when you're supposed to, regardless if it's a meeting with an associate or a client. There's a great story about business writer Tom Peters many years ago. He was hired to speak at a conference of airline executives. There was a lot of angry tension in the room when he showed up ten minutes late. He opened with one comment, "By all your standards, this is an on-time arrival!" 18) Get to know your vendors. As a professional photographer, you need a great lab, an album company, a frame company, a reputable equipment retailer, and a marketing/planning resource. And, within each one of these vendors, there are additional resources with people there to help you succeed in virtually every aspect of photography. But here's an engagement rule when you're at a trade show or convention: Don't be a stormtrooper! There's nothing more aggravating than when working a booth at a busy show, somebody interrupts your conversation to introduce themselves. It's okay if you want to talk to that person, but make an appointment in advance or simply wait your turn. 19) Be careful what you say and to whom! We're a relatively small industry. We all go to the same rubber chicken dinners together. I've been caught a few times at conventions, talking a little too loud in a restaurant and unaware of who might be sitting at the next table. Remember, you never know how many degrees of separation there are between the person you're talking to and the person you're talking about! 20) Unless you're willing to accept responsibility for a rumor, don't pass it on! Around year six of my twelve years at Hasselblad, I heard a rumor I traced back to a retailer that I was about to be fired. When I confronted him directly, he refused to tell me his source, yet he passed the rumor on to one of Hasselblad's salesmen. The rumor was absolutely not true. I found out later it was started by an employee who was simply mad at me. I was there for another six years and made it a point to remind the retailer every year that I was still on board. 21) Be involved in a charity and your community! I've written about this so many times – you're looking for your community to be good to you. Well, you have to be good to your community. It doesn't matter what you do to give back - even if it has nothing to do with photography. The point is to be involved as a business owner in your community. 22) Act like your grandmother is watching! It's a great quote from a photographer and good friend, Levi Sim. I use it most often when people can't seem to be nice to each other in some of the Facebook forums. So much of everything I shared yesterday and today is built on a foundation that most of our grandmothers wrote! 23) Don't just shoot for clients. My buddy, Terry Clark, wrote a few years ago: "Take Pictures for the love of photography. So many photographers I know, only pick up the camera when a paycheck is attached. What a shame. You need to keep your eye fresh. Musicians practice so they're ready for the performance, and athletes train for the big game; why in the world would a photographer not take pictures to keep their eye inspired and in tune?" My list yesterday and today isn't meant to be all-inclusive. There are plenty more I could add to the list. I know it sounds pretty hokey, but we've all got the ability to make 2023 a year of peace, goodwill, growth, and fun. Remember "fun?" It's a word that's too often lost under the stress and baggage of running a business. But, with minimal effort, we've got the potential to make this year a sweet one! And in terms of your business and personal life - exceed expectations and make yourself habit-forming! This applies not just to your clients but family, friends, and associates! by Skip Cohen I hate long posts, but now and then, it's necessary. However, I've written this first round with numbered bullets to highlight each point. I will have accomplished my goal if you only read the highlights. While the Internet is partly responsible for many of the challenges, social media can't be blamed for bad behavior. Wannabe trolls hide behind the anonymity of their computer screens and send out a barrage of negativity they'd never have the nerve to share in person. At the same time, we tend to react quicker, especially when somebody challenges something in which we deeply believe. There's nothing like the imaging industry. While we have our share of challenges with technology, the economy, and the changing face of consumer trends, with the exception of modern medicine, there isn't another group of people on the planet who have given the world more. So, while I'm calling this the "Rules of Engagement," it's also my personal wish list of how I'd love everyone in the industry to interact with each other! 1) Follow Through: I'm tired of people and groups who promise us one thing and then never follow through. We're all guilty now and then, but a few people out there just don't stay focused. There's a big difference between forgetting to do something and never following through on what you promised. It's one thing if it's just between business owners and staff, but it's critical when you don't keep your promises to your clients and target audience.
"It takes roughly 40 positive customer experiences to undo the damage of a single negative review." Inc. Magazine - now think about that in terms of a customer who's upset that you missed getting back to. 2) Never Compromise on Quality: Whether it's an image posted on your website or just one of the hundreds in an album – if it's not your best work, don't show it. Nobody ever hired a photographer because of the number of images in their galleries! But QUALITY goes beyond just your photographs and videos - it's time to review all aspects of your business, from your website to your social media presence to your involvement in the community. 3) Don't be afraid to ask for help! It's one of the most important on the list. You're part of an incredible industry, and so many people are willing to help you through the challenges. But we can't help if you don't ask! So stop thinking everything you do needs to be a solo flight! 4) Don't be afraid to experiment! Now and then, you will have to go with your gut and try something new. If it doesn't work, you've got the opportunity to change and start again. But if you wait until everything is right, you'll never get going! Zig Ziglar is responsible for one of my favorite quotes, "If you wait for all the lights to be green, you'll never get started on your journey!" 5) Call people back! If somebody has left you a voice mail, they deserve a response. Even better, use your phone now and then instead of email! It's called the back to your roots plan. I've blogged about it in the past, but a phone call rather than an email to a client or just about anybody can have an incredible impact. And if you've called somebody and they've returned your call, but you weren't available - don't let that return call slip through the cracks. Sometimes it's hard to avoid a volley of phone tag, but don't make it a habit. 6) Don't be greedy - but don't undervalue your work either: Price your products and services at a level in line with your market. Share the profit and the accolades with those people who have helped you grow. If you want to be a miser, realize you'll spend most of your life alone, even when people act like they're with you. However, at the other end of the spectrum is ensuring you don't undervalue your work. Remember ALL of your costs and price your work with a respectable margin. 7) Make your handshake mean something! The pandemic is behind us, and we're all back to shaking hands. But sadly, the younger generation seems to have forgotten how to do it right. My grandfather and father did business their whole lives on a handshake. I realize thousands of attorneys out there will tell me I'm nuts, but for the most part, I'm still doing business the same way. Sadly, we live in a litigious world, and you need contracts, but the symbolism of eye contact and a firm handshake still speak volumes. The same goes for the tone of your voice on a phone call or with Zoom, Skype, etc. 8) Smile More Bitch Less: It's that simple. Everybody has challenges, and there will always be somebody who can top your story about being miserable. But, even more important – if you're miserable, think about a plan to change whatever is dragging you down. And smile when you're on a call - it really does make a difference - you can usually tell when somebody you're talking to is having a great day or simply doesn't want to talk to you. 9) Surround Yourself With People You Respect. My grandmother used to say, "You're judged by the company you keep!" Photography and business are just like playing tennis with somebody better than you. Your game gets better as well. Look for people to bring into your network who complement your weaknesses. It'll give you a stronger "game." Success isn't exclusively financial - it's about your personal and family values, integrity, and keeping your skill set at the highest level. 10) Never Stop Learning: Technology constantly changes, and consumer trends are only a short step behind. You need to attend every workshop and convention you can. Take the time to watch webinars and listen to podcasts and READ. You've got to be on top of every change in your profession to be the very best. Never let your skill set stagnate, and remember - you'll always learn more outside your comfort zone! I know it's a long post, but I'm still going tomorrow with Part II, which will get a little more personal. Here's my point: We're in an incredible industry - the job of helping people capture memories. If we work together, we can raise the value of that process and have more fun at the same time. "Fun" is one of those words that's too often lost today in business. It's buried under the baggage of stress and poor communication. But it'll take so little to raise the bar and increase how often we smile each day. And as simplistic and naive as that sounds - what a kick if we do it! Intro by Skip Cohen It's Spring and along with seasonality in the demand for photography, it's also a time when many of you are still thinking about what you need to do to jumpstart your business. If you're doing it right, that often means rebranding. Ten years ago I shared this guest post by Leslie Hargenrader who at the time was the Creative Services Manager at one of my favorite companies, Photodex. Sadly Photodex closed their doors many years ago, but that doesn't take away from the wisdom of this post. And the illustration above is one of my favorites. While I've used it for other posts - if a picture's worth a thousand words, then this one is well over that! If you’re thinking about a rebrand —chances are good that you’re looking for a change in how your business (or product) is performing. The whole purpose of a rebrand is to achieve a specific business objective by altering the perceptions of your company or product. To do so, you must address the individual elements that make up the brand’s identity, controlling how it looks and feels to the world.
Why rebrand? A successful rebrand has many benefits. Not only should it help you stand apart from your competition, it should also make it easier to attract new customers who may not have considered your offerings before. It can also help certain problem areas, like closing the disparity between what you think you should be able to charge, vs. what customers think your services are worth. A rebrand is not the solution to everything but it has the potential to breathe life and energy into a stale or uninspired business rut. Rebrands vary in scope. For some companies, a rebrand involves a somewhat minor, cosmetic makeover of identity elements, such as logo, tagline, and brand color(s). In other cases, the rebrand is major and part of a bigger fundamental shift in a company’s ideology and direction. The rebrand may influence product design, production practices, customer policies and marketing strategy. No matter how big or small the change is that you seek, a successful rebrand involves two things: Making informed choices for your rebrand based on research & experience (not just gut feelings & emotions), and consistent implementation of your new brand elements. Here are 10 tips to keep your rebrand on track and implemented successfully:
by Skip Cohen It's Marketing Monday and time to plant a few seeds of ideas to still make the most of spring seasonality. Mother's Day, proms, and graduation have, for the most part, passed. That leaves Father's Day, and while it's only a month away, there's still time to pick up new business. Father's Day is all about Dad! That means your target audience is Mom, and since women make 98% of the decisions to hire a professional photographer in the portrait/social categories, she's already somewhat in tune with family portraiture. Photographers rarely get a call from Dad realizing it's time for a new family portrait. But you have to plant the seeds, and because of the timing - you need to do it NOW!
Just to help enhance the concepts, don't forget to share ideas on frames, albums, and presentation boxes. I'm a big fan of photoflashdrive.com. Brian Campbell, the president, has continued to put together a great product line. I receive no compensation; I just love the products. I grabbed a screenshot from the website of presentation boxes. Just click on any image to link to the website. You'll be amazed at how many different products they offer. Here's my point - none of this is rocket science. It's not complicated, but it does take work to get the word out. That means it's up to you to get your target audience excited, procrastination is NOT a marketing tool. We're truly down to the wire. Father's Day is June 18, but there's still time for you to create a little excitement in your community! by Skip Cohen Catching up on my reading recently, I ran across an ad headline, "Share Your Legacy." It's a company called Life Time Memoirs, and although very expensive, the idea is outstanding. Prices range from $15,000 to $30,000, and considering the work involved takes over six months, it's brilliant. It's the creation of a personal autobiography with interviews, photographs, and even audio highlights. The books are hardbound and all about quality. So, let's plant a seed... As professional photographers and videographers, all of you have the potential for components of an application like this. From interviews to video to helping a client gather photographs that tell their story right up through contemporary portraits, all the skills and even most of the gear needed you have. When you think about the work involved in what Life Time Memoirs is producing, it's well worth the investment. I'm not suggesting you copy the idea, but focus on various aspects of the application. I've been sharing ideas for helping your clients capture their stories for years. And in a program at IUSA two years ago Michele Celentano, Myron Fields and I all spoke about various aspects of bringing a legacy theme into family photography, For example, I have several albums of old photographs from my folks and grandparents, but no stories. In most of the images, I don't know who the people even are or the event, location, or year. At any time while my parents were alive, all it would have taken was a little discipline to sit down with them and start recording. When my mother was fighting Alzheimer's, pulling out the old albums was a fun event. Those old memories were still there, not yet robbed by the disease. Now, I only have a handful of stories I remember from those times with her. I grabbed the image above from Adobe Stock because it's an idea in itself of how you might design a presentation of photographs with a DVD or jump drive. The concept couldn't be more sound and an opportunity for you to go beyond being a portrait artist and morph into a family historian. My suggestion is to start with a close friend, somebody in your own family, or yourself. Starting building your story, and since you're the client, you don't need to set a deadline. As the title of the ad states, "Share Your Legacy." It's not a new idea, but it is one with perfect timing for today's market! by Skip Cohen This is a very short post, with a brief infomercial twist, but it's so necessary and represents one of the best segments for seasonality this time of year. It's graduation time, and over the next few weeks, from high schools to colleges around the country, proud seniors and their families and friends will be celebrating. But there's another aspect to this that I find so remarkable. Think about all these kids and what they've experienced since starting high school or college. For most of them, the pandemic hit just after their freshman year. So, one year under their belts and the world changed. Colleges shut down, high schools closed, and nobody knew what to expect for months. And as things changed with the pandemic, education morphed into online only to hybrid to finally back to the classroom. The rest of the world changed too. From politics to a recession to increased unemployment - these kids seemed to be living in a world of perpetual changes. The "norm" evaporated and was being redefined almost daily. That makes this upcoming graduation season even more unique, special, and memorable. If I were a parent of a kid graduating this year, I'd want to shout it from the rooftop! And that's where your skills as an event photographer and portrait artist are about to be in demand. Whatever services you're providing, don't forget about grad cards. I love the idea because it's a way for graduates and their families to share the pride of an accomplishment that's more than just about education, but about perseverance. Marathon has their BOGO offer going on right now with a buy one; get the second one at half off. That gives you an increase in margin and profitability. I've written this so many times...There's a greater sense of family in this country than ever before. You're the "magicians." You capture intangible memories and turn them into tangible photographs that can be held forever. There's so much potential for new business this graduation season. The clock is ticking, and we're getting down to the wire, but there's still time for you to capitalize on potential business. And remember, the relationship you build with a graduate today might just be a client in the future as they start their own families and businesses. by Skip Cohen
It's Marketing Monday, and we're getting down to the wire on things you can do to build a stronger business during Spring seasonality. Mother's Day, graduations, proms, and Father's Day are all on the horizon, and time is no longer on your side for planning. But what is on your side is communication with your target audience. You've got the ability to plant those seeds of ideas with your social media presence, phone calls, personal contact, and simply utilizing your greatest marketing tool - continuing to build your relationships with your clients.
Here's the bottom line - this is an exciting time to be involved in any aspect of imaging. There's never been a greater sense of family in the world, but if you sit and wait for business to knock on your door, you'll miss so many opportunities. Intro by Skip Cohen I've run this guest post by my good buddy, Scott Bourne, numerous times over the years, First because it's so relevant, and second, we're right on the edge of graduation season. While his original target was the new artist entering the workforce and starting out in the business of imaging - everything he wrote is even more relevant to the seasoned professional today. His advice is the perfect reminder of what we need to focus on, like marketing, business, technology, and social media...not just to survive but thrive! And, to Scott's point about relationships - Relationship building is your most valuable marketing tool! But there's one more thing I want to add, and Scott's the perfect example - he's never slowed down on raising the bar on his skill set. From wildlife to toy photography to images on his iPhone and everything in between, he never compromises on quality. Often his photographs leave the viewer in awe, wondering how he got the shot. Scott needs to be on your radar - his Facebook page is just a click away. by Scott Bourne
Commencements are coming up all over the country in the next couple months. As someone with gray hair, I can’t help but have a very different perspective on photography than someone of college age. I am often asked what advice I’d give someone just breaking into professional photography. The usual response goes something like this… “Be prepared for lots of hard work – sales and marketing should dominate your day – show the work every chance you get – network like crazy – shoot what you love – repeat.” But while that’s all good advice, there’s more I would say if I were speaking at a commencement. I’d talk about understanding the high degree of importance graduates should place in each and every relationship they engage in during their career. Whether it’s the mailman or the recent client, these relationships are really all that matters. I didn’t know this when I was young and it hurt me…both personally and professionally. So obsess over gear and f/stops if you must, but if you really want to succeed, pay attention to the people in your professional life. Build solid, long-term relationships with them. Care about them. Help them. Put them and their interests ahead of your own. You never know where that will lead. You might be dealing with that person 30 years later. They’ll remember how you valued (or didn’t) the relationship when you were young. And so will you. by Skip Cohen There's not much to write about following everything I've written over the last few weeks about seasonality. However, this is one last time I want to make a specific point. Think about the renewed sense of family that came out of the pandemic. It's the one good thing to come out of the insanity of hunkering down for almost two years. Well, it's 2023, and we're about to roll into the first stretch of seasonality for the new year. There are two stretches of seasonality - the Spring starting with Mother's Day and November, beginning with Thanksgiving, and running through the December holidays. Mother's Day is only a few weeks away, but if you're still dragging your feet, it's time to pick up the pace. Mother's Day, graduations, proms, and Father's Day are all in the next ninety days. Back to the renewed sense of family: Think about what parents and grandparents missed the most through the pandemic. The answer is family! That makes this the perfect time to remind your clients it's time for a new family portrait! Let's plant a few seeds:
Here's one more to think about. While the Class of '23 had had an easier time than the classes before them, they still lived through the pandemic. They know the value of creating memories and the importance of family and friends. As sophomores and juniors, they lived in a masked world and probably missed proms and even the graduations of friends. That makes your message about the importance and magic of capturing memories even more potent. Last but not least - CALL YOUR LAB! Ask one easy question, "So, what's new?" Then kick back and listen. Technology never slows down and there's so much you can offer your clients today that's different and exciting. But you have to plant the seed. You've got a rare opportunity to be creative and help your clients create an incredible memory of Spring 2023. But keep procrastinating and putting things off, and as Father's Day rolls around, you'll have created your own you-snooze-you-lose scenario! by Skip Cohen It's Throwback Thursday, and while I shared this many years ago, the timing is perfect for including it in today's post. But I'm not sharing it to show my images or video skills... I'm sharing it to remind you of the power your own video will have on your website and social media. I've written extensively over the years about your "About" page. Well, take everything I've written and apply it to your own marketing video. Include your images, short video clips, and a narrative about your passion for your clients and the craft. The video above was created for a Panasonic dealer meeting in 2015, at which I was the MC. It's a collection of two years of images captured with various LUMIX cameras. While a lot of the creative was done by me, it was thanks to the team at Photodex that gave it the presentation quality it needed.
I used to joke with the Photodex team that I should be their spokesman with a tagline: "If Skip Cohen can use Photodex, anybody can!" I'm the low-tech poster child of this industry because my passion is on the marketing and business side. I know more than I let on, and could capture stunning portraits, but it would take me ten hours, while friends like Tony Corbell or Bobbi Lane would be done in ten minutes! Here's my point: Today, most of you have the skill set to put together videos for your clients and especially your own marketing. Yet the Internet is jam-packed with websites and "About" pages that would put a rock to sleep! March is rapidly coming to a close, and around the corner, seasonality is about to explode. Take the time to put together your own marketing piece mixing still images, video, and great music. Make your message habit-forming and remind your clients why you're their best choice for capturing their stories! by Skip Cohen
During a business crisis, we all do things differently. Often, the things we do are things that should have been done all along, but business was so good. Who cared if the expenses were out of line, you were overstaffed, etc. Well, the pandemic, business-wise, is behind us. The potential for 2023 to be a strong year is looking good for most photographers. So what would happen if you made some of those reactionary things you did a few years ago part of your standard operating procedures? Whether you've got an active blog or just a Facebook page where you're sharing ideas - see if this list makes sense:
This list is hardly all-inclusive, but each idea has the potential to blossom into other aspects of the business. They all center around your expertise as an artist in the community. Successful marketing is all about building relationships. Nothing builds relationships faster than being helpful to your readers! by Skip Cohen It's Marketing Monday, and wandering through my archives, I found this short post I shared many years ago. I found it helpful for a couple of challenges I'm working with currently. I love it when an article has content without an expiration date. Most of you are focused on what you can do to make 2023 your best year in business to date. That means you've got to focus on understanding your target audience, your skill set, branding, and the list goes on and on. I found the following gem from Charles Chic Thompson. While he added some humor to the concept, think about each of his ten points. More than likely, you'll agree he's dead on and might even be worth tracking down one of his books. Top 10 Creative Rules of Thumb 1. The best way to get great ideas is to get lots of ideas and throw the bad ones away. 2. Create ideas that are 15 minutes ahead of their time…not light years ahead. 3. Always look for a second right answer. 4. If at first you don’t succeed, take a break. 5. Write down your ideas before you forget them. 6. If everyone says you are wrong, you’re one step ahead. If everyone laughs at you, you’re two steps ahead. 7. The answer to your problem “pre-exists.” You need to ask the right question to reveal the answer. 8. When you ask a dumb question, you get a smart answer. 9. Never solve a problem from its original perspective. 10. Visualize your problem as solved before solving it. Years ago, in my Polaroid days, I put together some great little programs for the camera stores. Several people were surprised at my creativity - but I did nothing except talk to the sales reps and the dealers. I asked the camera store owners, "What would it take for you to double your sales with us next year?" With the sales reps, the question was, "If we doubled your quota, what would you need to make the number?"
All the answers were out there - all I had to do was listen! And it's the same for building a more substantial business for you in 2023. Pay attention to your target audience. Take the time to brainstorm and just write down each idea. Remember not to work in a vacuum - whether a business employee, family member, friend, or associate, you need a fresh pair of ears and eyes on key projects. Most important of all, I love number four - take a break when you need it. Walk away from the problem you're trying to solve and come back fresh! by Skip Cohen
This certainly isn't a new topic, but lately, I've visited some websites where the artists go on and on about everything except what their target audience needs to hear! The first tab you want to "hook" your clients with is your galleries - then comes your About page. Your About page should focus on building trust with your potential clients. I've written so much about this over the years, but many of you still don't get it! This is a short post today, but hopefully, well worth your time.
Remember, women make 98% of the purchase decisions to hire most of you. That means "Mom" and brides are the ones looking at your work. So remember your target audience when you write about your background for your About page. Here's what they want to hear:
The biggest question new clients have is whether or not you can be trusted to capture the images they want. Will you be able to meet their mindset? Last but not least - write it all in the first person and include a signature. (With security issues these days, a facsimile of your signature is fine.) Write your About section as more of an artist's statement and stay relevant to what your target audience needs to hear. Every visit to your website is a potential opportunity to start a new relationship or expand an old one. Exceed consumer expectations right out of the block with extraordinary images in your galleries, followed by a strong About section! And, if you're doing a marketing video for your About page, follow the same rules and let your personality shine through. But keep it short - my suggestion is 1-3 minutes and use the time to accompany your narrative with your very best images, along with a short clip or two of you working with a client. Technically, we're still in the "slow season," so take the time to review your About page - is it saying everything you need it to? By Skip Cohen Imaging, whether you're on the photography or video side, only has a couple of truly strong points of seasonality. While business is typically stronger in the spring and summer, especially with weddings, four significant opportunities exist to "open the floodgates." It starts with Mother's Day, then rolls into proms, graduations, and finishes with Father's Day. We're in the first week of March, and yes, I'm about to hit some of the same ideas one more time. But the ideas have no value if you're not actively planting those idea seeds with your target audience. That means you need to use every vehicle you've got to get the word out - email, direct mail, social media, your blog, press releases, phone calls, and community involvement, just to name a few. I've shared the illustration on the right in the past - you need to weave a web around your target audience. Remember, you have the reach today that, years ago, only a newspaper might have had. Each spoke represents one more way for you to create top-of-mind awareness with your audience. As far as actual products... A New Family Portrait is the obvious choice, but you must plant the seed so Mom will think of it in time. You've got so many great options. For the family, especially grandparents - it's time for a new family portrait. For Father's Day, it's as easy as a portrait of Mom and the kids for Dad or a full family sitting with Dad in the shot. Legacy Programs - Every artist in business today can record and produce a family video with older family members. It's up to you to capture those stories that only the true seniors in a family can tell. And when they pass, those stories are lost forever. And while everybody with a phone can capture video stories like this, they don't. That puts your skill set in the spotlight with all your clients, and it should be an addition to your Mother's Day and Father's Day packages! It's Not Just a Photograph - This is where a call to your lab comes into play. You're not just planting the seed to get a new portrait done. Instead, find out what they've got that's new. You've got metal prints, canvas wraps, and a long list of other materials, not to mention frames, multiple sizes, etc. Even novelty items like mouse pads, coffee mugs, and barbecue aprons can come into play with a great image. What About an Album? A Day in the Life session isn't just about photographing kids. What about an album that's a day in the life of a family? You've got an opportunity to plant an incredible seed with this one - spending a half day and documenting the life of a family, which is then presented in an album that tells their story. Whether for Mother's Day or Father's day - It's a great idea to have in your product line, regardless of when it gets delivered. Hybrid - Hybrid - Hybrid: Whether it's called hybrid, fusion, or mixed media, it's a classic gift - a 60-90 second video card of still images combined with short clips from the shoot with a "Happy Mother's or Father's Day" video message from the kids. It doesn't get much better, and it's a unique product. Date Night: I've written about this before, but here's where you get a chance to remind Mom of how long it's been since she and Dad got out to dinner without the kids! She's got to get the sitter, but it's another idea you've got to promote. It all starts with a portrait session for 15-30 minutes at the start of the evening, and then you're going to send the couple off to dinner. Talk to the owner of a favorite romantic restaurant in your community and see if they'll work with you on a discounted gift certificate. Build the cost of the certificate into your price for the sitting and print. Make it a package deal that essentially becomes a "no-brainer." Don't Forget the Pets: Pet photography is number three in the hierarchy of why people hire a professional photographer. If you're a pet owner yourself, you already understand. If not, you'll just have to trust me. Lucy and Belle, captured by good friend, Michele Celentano are members of the family. Seasonality doesn't just apply to people, but their pets as well. Whether it's their own portraits, or making sure they're in the family portrait - remember their role in the family. Pet photography has always been strong, but through the pandemic, pet ownership skyrocketed! Those two knuckleheads on the right helped Sheila and I keep our sanity, and there are so many families like us, who had the same experience! Here's the bottom line - this is about your bottom line. You've got these wonderful little windows of seasonality to help you market your skills as an artist. With each one you've got limited time to make it work, but you've got to get things going now and get the word out. Start with your existing client base and then look at other sources to reach your target audience. The clock is ticking - you snooze you lose! |
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