by Skip Cohen

​I started this series to share short ideas that seemed to fit into the middle of the week scenario. Plus, I love the shot of the camels! 

Well, it's Hump Day* and the perfect time to hit on one of the biggest benefits of attending workshops, conferences, and conventions - they help you recharge your battery!

Yesterday, I presented a two-hour program to a passionate group of pet photographers, thanks to the Hair of the Dog Accademy founder, Nicole Begley. Over the last few weeks, I spent a lot of time pulling information about one of the biggest challenges in business - finding new customers and expanding your reach.

But my point today isn't about marketing and promotion but a side benefit of attending a conference like this: it recharges your battery!

I'm always writing about taking a break and recognizing the signs of burnout, but God forbid I should practice what I preach! I didn't realize how much I needed a recharge myself. Throughout my presentation, I felt like the Energizer Rabbit. There were just over 200 people in the program, and their energy, comments, and questions reminded me of how much I appreciate the true entrepreneurial spirit of so many artists. 

From the attendee comments, the enthusiasm was infectious, not just in my program but in two other programs I was able to attend by Anne Thomas on Storytelling and Zoe Hiljemark on The Power of PR. The energy I felt yesterday was spread throughout the attendees. Plus, something unique happens at small conferences like this - everybody supports each other, working towards a common goal to find new ways to grow.

So, to Nicole Begley, thank you for the invite and for sharing your Hair of the Dog family. To the attendees, what a kick getting to "mee" so many of you. As I've already said and written - you know where to find me if I can ever help. And to all of you, my readers - as you lay out your calendar for 2024, pay attention to the dates of local workshops, conferences, and national conventions - just like our phones when the battery's low, we all need a recharge now and then. You should attend every possible program you can, whether LIVE or online.

Nothing beats hanging out with people in our industry. The energy is incredible, and sometimes, it's just what you need to revitalize your spirit and passion for the craft.

by Skip Cohen

After posting at least six days a week for the last ten years, missing the previous few days has felt strange. But the reason is a kick and points to a topic I've written a lot about over the years - special projects.

I'm honored and excited to be teaching at the Hair of the Dog Online Summit next week. Over the last month or two, since being asked, I've been pulling material for my program, and it was finally time to put it all together. From sharing the experiences/ideas of friends and associates to new material I've pulled together, it will be a jam-packed presentation with plenty of "low-hanging fruit" attendees can start to implement almost immediately.

And there are bonuses from some of the speakers when you purchase an All-Access registration. For example, I'll be holding an online bonus program on November 7 as a follow-up to my presentation. The whole idea is to help attendees stay focused on marketing and growing their business right through the holiday season.

But there's another aspect to the Summit that makes it special - I've worked with Nicole Begley, the founder, in the past. She's talented and totally focused on the goal for the two-day event - helping artists raise the bar on the skills. Plus, it's a fundraiser for the Hair of the Dog Conservation fund.

“Your customers won’t love you if you give bad service, your competitors will.” 
Kate Zabiskie

by Skip Cohen

So many of you could do a better job when it comes to Customer Service basics. That quote above says it all; stop helping your competitors!

​It's Marketing Monday, and after a recent battle with an online sales company, the importance of Customer Service is fresh on my mind. The only silver lining is that each bad experience I have, becomes the foundation to remind you about one of your best marketing tools, providing outstanding service.

There's no need for this to be a long post today. The basic ingredients for providing excellent Customer Service couldn't be easier to remember:

• Listen: You've got two ears and one mouth - so listen twice as much as you talk. Along with "listen," also goes "read and comprehend" when you get an email from an existing or potential customer.
• Empathize: When the issue is something negative, let the customer know you understand their concern. Let them know, "the buck stops here." In other words, you're going to be the one to resolve their issue.
• Don't leave customers on hold any longer than you'd be willing to wait. This isn't just about the hold button but not responding in a reasonable amount of time.
• Solve problems quickly! You can't always resolve a challenge with the first contact, but make that your goal. You only fuel the customer's skepticism when things drag on and on.
• Exceed expectations!
• Always give customers more information than what they ask for. I've used this example in other posts - Disney is the best at this. If you ask any Disney staff member, "When is the electric light parade?" They'll not only answer you, but they'll give you a great suggestion on where to watch it. Be engaging!

​
Obviously, the quality of the services/products you're providing has to be outstanding, but don't underestimate the power of offering a great experience for your clients as well! It's one of the most powerful tools you have to separate your business from the competition.

by Skip Cohen
​
It's Hump Day, and here's a suggestion to keep in mind as you put together future promotions. I've heard so many stories from photographers over the years who put together what they considered a great promotion, but it failed with minimal response. Most often, it was because the perceived value of the promotion wasn't as strong as they thought it would be. Whatever you offer, it has to have VALUE.
 
Value-added marketing is defined as delivering more than your customers are expecting through content and experiences. https://blog.duda.co/

For example, if you've put together a promotion for free goods when a specific service or product is purchased, you've got to make sure your target audience understands the true value of the promotion. We all know when a company pitches us for something they're giving away that has a $299 retail value, you can buy the product for half that through regular retail.

Years ago, my daughter, as a fifth grader, wound up on a kid's TV gameshow and won $2000 in prizes, which were taxable at that amount. But the real value was, at best, around $800! It didn't change the fun or the value of the experience, but it does make a point about value.

Your challenge is to establish promotional value that exceeds customer expectations. They need to understand the offer, what the product or service does, and how it fulfills a need they have. This is why I love cross-promotions between non-competing companies.

A promotion between a wedding photographer and a florist, for example, both have products the client needs. They also have money to spend with both companies. Last but not least, the consumer understands both the florist's and photographer's product line and has a need for both.

Hey, it's Hump Day, and these posts are always meant to be short and easy to think about - and if you're stuck for promotional ideas, you know where to find me if I can help.

Happy Hump Day!

by Skip Cohen

​I'm excited about being asked to speak at the upcoming online Hair of the Dog Summit at the end of this month. I'm in great company with nine other speakers; all focused on helping you build a stronger skill set and grow your business. Click on the banner above for more information and then to register.

What good is creating the finest images of your career if nobody knows who you are? And if they do know you, are they knocking on your door? I'll be sharing dozens of ideas on promotions, building awareness, partnerships, and ways to expand your reach beyond your existing customer base. Plus, there's a special bonus - in November, date to be announced - I'll be hosting a follow-up coaching program for VIP pass attendees, helping you keep the momentum going right through the holiday season.

Why you should attend: In the hierarchy of why consumers hire a professional photographer, the top three are brides, babies, and pets. This is from a survey Kodak did at least thirty years ago, and I don't believe it's changed. During the pandemic, weddings were down, along with photographing babies and maternity. The order might have shifted, but here's my point. 

Seventy percent of U.S. households, or about 90.5 million families, own a pet, according to the 2021-2022 National Pet Owners Survey conducted by the American Pet Products Association (APPA).

Think about those numbers. Seven out of ten families have at least one pet, and the average per household is estimated at 1.6 -1.8. Like our house, many families have two fur-balls. So, the big question is, are you including pet photography in your business?

​Check out the one-minute video below from the Hair of the Dog Summit Host, Nicole Begley for more info.

See you at the Summit!

by Skip Cohen

I wish it was mandatory for EVERY small business owner to pay more attention to building a stronger brand based on exceeding consumer expectations. So many of you underestimate the power of exceptional service, not just to create a more substantial business but to sustain it.

This is a short post in the continued series of Friday cleanup ideas - One of the very best tools you have to make 2023 your best year yet is your database of past customers.

A few years back, I stumbled upon groovehq.com. It was packed with statistics supporting the importance of Customer Service. And how it was presented made so much sense - unlike statistical sites that could put a rock to sleep. For example, I pulled three key points from their information:

• Everyone is always in search of new databases to grow their business. Too often, you forget the goldmine right at your fingertips with your past clients. Selling to a happy existing customer is fourteen times easier than to a new one!*
• Customer retention is essential. Your past clients should be part of an ongoing network you work hard to support because they're already believers in your skillset, and they can increase your profitability. A 5% retention of past customers can increase profit by 25-95%!*
• Revenue growth is directly related to happy customers who recognize excellent service; 86% of customers will pay more for better service.*

There is NO substitute for excellent service, and nothing will improve your brand more. It's about more than great products and on-time deliveries but the entire customer experience. It starts and ends with you!

How can you exceed expectations and make yourself habit-forming?

*https://www.groovehq.com/blog/

​“Find joy in everything you choose to do. Every job, relationship, home...
it’s your responsibility to love it, or change it.”
Chuck Palahniuk

by Skip Cohen

WARNING: SAPPY ALERT!

Ever had a day that just started out perfect? Welcome to my Tuesday - and while I'm not questioning the day so far, I am trying to understand the ingredients that have me so content and simply happy. I'm off on a quest...
​

• It all starts with a decent night's sleep. Individuals vary in their sleep needs but most adults require between 7 and 9 hours a night to feel properly refreshed and function at their best the next day. Many try to get away with less sleep. There are some who are genuine short sleepers while others may require considerably more than the average requirement. -SleepHealthFoundation.org​​​​

I know it's sappy, but life is good and way better than the alternative! LOL 

No pun intended following "Idalia" last week, but this really is the calm before the storm. Thanks to Labor Day, it's a short week, and holiday seasonality is still a little way away. That means you have time to do a little fine-tuning on this year's promotional efforts.

Last but not least is all of you...Barring the frustration of dealing with Facebook's algorithm and the continued challenge of how they now limit our reach - so many of you have contributed new ideas and feedback through IMs, email, and phone calls. You're responsible for a big part of my smile every morning when I get out of bed.

​Thank you for your support, feedback, passion for the craft, and especially your friendship.  

by Skip Cohen

It's Marketing Monday, and parts of today's post are from SCU's archives. However, that doesn't change their relevance. Think about it for just a second - Walmart, Amazon, most of the camera manufacturers, along with just about every retailer, all have programs in place to launch in the next 8-10 weeks. 

Well, the good news is - with the rush to start shopping earlier and earlier every year, that means more time for you to impact your target audience. Don't wait to start taking action!

Here's a short list of things to think about to help make your presence more recognized and be a leader through the seasonality of the fourth-quarter crunch. YOU NEED TO BE PROACTIVE NOW! It's always more fun playing offense than defense. ​

The obvious foundation to prepare for this year's holiday season is to define your marketing plans, including partnerships, etc. But here are a few less obvious things to help you fine-tune your planning.

• When a potential client contacts you, respond quickly! That means you need to check whatever system you use for customer contact regularly. Don't let text messages, voicemails, or email sit without a fast response. 
• Be consistent! If you have a blog and only post whenever a full moon falls on a Tuesday - get your act together. Your website is about what you sell - your blog is about what's in your heart—post at least twice a week, same days, same times. Be consistent.
• Plant seeds of ideas! Give your audience on both your website and blog creative gift ideas for this holiday season. Show framed prints, metal prints, and even canvas are still exciting for most of your clients! How about video holiday cards? All of you have the skills to offer your audience exciting products.
• Stop wasting time on social media if it's not communicating with your target audience. So many of you waste time with other photographers in forums having nothing to do with building your business. I'm not suggesting you abandon your friends and associates. But keep your time focused on your client audience! Arguing over an image you like or don't like with other artists isn't going to pay the bills! I've quoted my old buddy Dean Collins many times over the years, "Beauty is in the eyes of the checkbook holder."
• Be involved in your community! We're coming up to a giving time of year, and you need the community to know you're not just another retailer out to make a sale. You've got to give back. After all, you're looking for the community to be good to you, so you've got to be good to the community. It's not hard to do - get involved with a local fund-raiser. You want to be visible and show you care.
• Clean up your website galleries! Your images need to be about quality, NOT quantity. Only show your very best work. If a picture in your galleries could have been captured by anybody's "Uncle Harry," then take it down!
• Plan the rest of the year! Take a few hours and think through how you'd like the year to finish. You've got more control than most people think, but success in terms of sales is a combination of creativity, communication, and establishing value. It'll never happen if you sit back and wait for the phone to ring. And when your ship finally comes in, you'll be at the airport! 
• Get your own holiday cards ready! I'm talking about your personal card. No photographer should ever use a store-bought card. USE ONE OF YOUR IMAGES! On the front is your image, and on the back is your logo, email address, and phone number...studio address if you've got bricks and mortar location you want to share. You can pre-print a message inside and then add a hand-written line or two for special clients and associates.

There's a saying I heard years ago that's been modified numerous times by writers over the years. I still like this one:

Growth only happens outside your comfort zone!
Anonymous

by Skip Cohen

​The start of fourth quarter seasonality is only a few weeks away, and you're all hoping for a busy holiday season. Time flies, and before you realize it, you'll be chasing last-minute details for IUSA, WPPI, CES, or smaller state conventions.

TAKE THE TIME NOW to think about your 2024 first quarter schedule and what conventions and workshops you're going to want to invest in. Taking it one step further, I'm really writing to encourage you to do a skill assessment.

I know how much fun it is to attend programs with your favorite speakers but balance them with programs that focus on your weaknesses. For example, I'm so tired of meeting photographers who tell me they're a "natural light specialist." That means they haven't taken the time to learn lighting. (If I just described your skillset, then look for classes in lighting.)

The same thing goes for other specialties. Don't be a one-trick pony. For example, according to the Census Bureau, most young couples wait three years before starting a family. So, if you're a wedding photographer and you did a great job at the wedding, why wouldn't you want to be there when the first child is born? That means maternity, newborn, and family photography are logical extensions. But they're only logical if you develop the skills to become habit-forming and exceed client expectations.

Here's my point: Step outside your comfort zone and look for at least one program each day at each convention to expand your skill set. Look for ways to become more diverse and support your target audience even more than in the past.

Once things get busy for the holiday rush, you won't have as much time to put together a game plan for the new year - it's not too early to start now.

*Part of the fun of a Hump Day post is finding a stock photo that makes me laugh...it's amazing how many camel shots there are!

by Skip Cohen

​Wandering through cyberspace, I follow hundreds of photographers each year. Put them together with IMs, phone calls, and catching up with friends at various workshops and conventions, and there are hundreds more. The younger the artist, the more they're focused on the numbers - especially bottom-line dollars.

It took me years to find a definition of success. I've learned that it's waking up every morning smiling and excited about the day ahead. I won't deny the financial side of business is essential, but it took me years to realize that being happy helped me stay focused on all my goals.

​And there you have it - if you stay focused on what you love to do and capture/create images that move people, your reputation will grow, along with brand awareness, and the business will come. But the quote below from Mark Twain takes it all one step further.

None of us can go back and change our lives, but I'm suggesting you learn from my mistakes - focus on what you're most passionate about and then figure out your "why?" Keep the negators in your life on short leashes and don't let anybody stand in the way of your dreams.

​by Skip Cohen
​
​It's Marketing Monday! After writing about business and marketing for the last fourteen years, it's pretty tough to come up with something you haven't heard before. But there are different reasons for becoming more proactive, especially this time of year. For example, I've noticed more and more, there's a business "pandemic" slowing too many people down - stop believing you need to fly solo on everything you do!

Start looking for partners! Even though it's late in the year and fall/holiday seasonality is right around the corner, consider finding a few partners. Partnerships expand your reach, save money, expand awareness, and increase revenue. 

One more challenge in our lives makes the timing for a partnership such an advantage - the noise in everyone's life today. It's getting more and more challenging to reach your target audience. Great partnerships help you get noticed faster, and help you stand out in a very noisy world!
​

• 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: All of you who are wedding photographers should be working together with a florist, for example. You should have a link to their site on your website, and they should have one on yours. Portrait photographers could do the same and include a restaurant known for private parties. The holidays are right around the corner, and office parties, local organizations, Chamber of Commerce functions, etc., will be going on everywhere. For example, whose doing couple portraits at this years local Kiwanis or Rotary holiday parties?
• 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, or canvas wrap - something with perceived value.
• Contest sponsorship: Work with other vendors in the community to create unique events to raise awareness and support for something relevant in the community. I shared a guest post thanks to Bruce Berg over ten years ago about three studios doing a contest together. It might be out of the archives, but there's no expiration date on great ideas. Here's the link.
• Start a newsletter: They're so easy to do nowadays, 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 you want to get into large format printing, 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; 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 with each other, 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 from.​
• 
  

"But Skip, there's nobody in my area to partner with!"  There's ALWAYS somebody to partner with. 
​

• Boudoir Photographers: Lingerie boutiques, spas, makeup artists, salons.
• Pet Photographers: Pet food rep, 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 always have to fly solo. Business has changed dramatically, but along with the frustrations, there are some unique opportunities for creative leadership. You don't need to grow or jumpstart your business alone - think about strategic alliances in your community to build together!

The fool speaks, the wise man listens.
Ethiopian proverb

by Skip Cohen

Hump Day thoughts are short reminders to help you build a more substantial business. And as I've written previously, I love the camel shot for the header each week. So, until I run out of things to suggest, welcome to Hump Day.

We live in a rushed instant fulfillment world, and so often, even in a simple conversation, people aren't really listening because they're already thinking about what they want to say next. We often draw the wrong conclusions simply because we heard what somebody said but didn't really listen.

Going back to my Polaroid days, I wrote some pretty good promotional programs for the photo specialty dealers, which was my channel of responsibility. But honestly, I didn't come up with the ideas; the camera stores and Polaroid salesman did! 

All I had to do was talk to a salesman and ask, "If we doubled your sales quota for next year, what would you need to make your number?" And with retailers, the same kind of question, "If you were going to double your Polaroid sales for next year, what would you need from us?"

Then I'd kick back and listen to the responses - they had all the answers. From extended billing terms to advertising to better in-store displays...the list went on and on. Not everything was doable, but that didn't change the collection of great ideas I was pulling together.

Here's the bottom line...You've got two ears and one mouth - so listen twice as much as you talk!

I found the piece below about listening skills - we all need a reminder now and then. All the answers you need to build a stronger business are all out there - you just need to listen!

​Happy Hump Day!

by Skip Cohen

​It's Marketing Monday, and after reading several threads with small business owners concerned about targeting their ideal audience, I realized the solution is relatively easy.

Ironically, we grow up learning never to put all our eggs in one basket. Yet now, as adults running a business, the vehicles we use to promote are so limited. Many of you launch programs with singular approaches, leaving you to make comment later like: "We tried an email campaign, but it didn't work!" But did you do anything else at the same time?

You need to expand your reach and use every resource you've got. There's no such thing as too much exposure, but not getting enough is very real. So I went off into cyberspace to chase down a little more information.

"It's been proven over and over that the more positive contact you have with customers and prospects, the easier it is to develop and sustain relationships and, ultimately, close more sales. Unfortunately, you're one of thousands who are vying for your customers' attention." KruseControlinc.com

The quote above is from an article about the "Rule of 7." It's an old rule, going back to the 30s, and states that you have to hit a consumer at least seven times for them to remember you! If that was then, what's the number today?

This is a short post this morning with a long list of all the vehicles you need to keep active to maintain brand momentum:

• ​Your Website
• Your Blog
• Fine-tuning SEO
• Social Media Outlets - Facebook, Instagram, Twitter, TikTok, Pinterest, LinkedIn
• Email Blasts
• Direct Mail
• Community Involvement
• Local Organizations - Membership
• Publicity in Local Publications
• Partnerships
• Networking Luncheons
• Advertising

The list goes on and on, but the more vehicles you use to reach your target audience, the greater your success rate in gaining recognition for your brand. Essentially the concept is to weave a web around your target consumer. You want your name coming up in multiple locations throughout the day.

Over the last ten years, I've written about each bullet point above in more detail. But just for today - pick at least five off the list and consider how to do more within each area. The more activity you generate, the greater your brand awareness.

And while not putting all your eggs in one basket is the standard expression, here's an old African proverb that's so much better:

Sticks in a bundle are unbreakable!
Bondei proverb

Be a mountain or lean on one.
Somali proverb

by Skip Cohen

​I'm sticking with this series of short posts with ideas to help you build a stronger business. They're perfect to consider as we head into the weekend.

There's a great joke I heard once...Why does it take a million+ sperms to fertilize one egg?...none of them will ask for directions! Not asking for directions is a typical male stereotype, but in all honesty, it's not exclusive to men.

Here's my point - Even if you've only been in business a short time, you still have a network of people you've met with expertise in areas you're lacking. But so many of you struggle and never ask for help, advice, or an opinion beyond the person you see in the mirror.

One example from yours truly - years ago, I wanted to change something on my website. I figured I could cut and paste the HTML code and make the minor change within the parameters I wanted, and *poof* I'd have what I needed. I screwed it up so badly that a big part of my website crashed. I called my good buddy Scott Bourne with a cry for help - he made the change and then asked, "Why didn't you just call me in the first place?"

I'm not suggesting you give up your quest to be a DIY business owner; it's an admirable goal. But if you're light on the skills needed, ask for help! As sappy as it might sound, this industry is one giant family, and we all watch each other's backs. We're here to help each other, but nobody is a mind reader if you don't ask!

Service to others is the rent you pay for your room here on earth!
Muhammad Ali

by Skip Cohen

​It's Hump Day, the middle of the week for some of us, and just another day for event artists working the weekends. But, this is a great time for short posts planting a few idea seeds to help you grow your business and elevate your brand. Besides - the camel shot is still one of my favorites!

If you're not involved in your community, you're missing one of the best ways to expand your reach. You need to give back and be perceived as more than just another retailer. And, if you do it right, it's a great way to build more relationships and get people to know you.

What good is working hard to create the finest images of your career if nobody knows who you are?

• Look for nonprofit organizations that are aligned with the causes you believe in.
• Getting involved can be done with or without a camera in your hand. Your goal is to get your name out in the community.
• Use your "real estate" in social media to write about events sponsored by your chosen nonprofit. So on Facebook and your blog, for example, share stories about the organization you're working with, and include images from various fund-raisers they're doing.

​
And for those who like to say, "Our community doesn't have much going on," take another look. Every community has something. Sometimes your most rewarding involvement will be with the smallest nonprofits. If you're still stuck, check out senior centers, programs for veterans, high school art programs, adult education centers, pet adoption centers, and local hospitals, just to name a few.

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

by Skip Cohen

Last Sunday, I shared a post that was thanks to something Helen Yancy had posted on Facebook. It was about people who want to change history, but there's another aspect to her post I wanted to share. It's about people who are so absorbed in social media, they've forgotten how to truly be social. They think hitting the "like" button on a Facebook post is enough.

I'm a major Helen Yancy fan, and hitting the "like" button and writing a short comment about what she posted just wasn't enough.  Fine-tuning how you use social media is obviously on my mind lately, since two weeks ago I shared a post about using your phone more to keep in touch with friends.

Here's my point:

Social media has definitely helped to make the world a smaller place. Every day we're able to keep in touch with what's going on in the lives of so many different friends and associates. We share the joys, the sadness, the accomplishments, and the changes in the lives of so many other people. But social media by itself doesn't build relationships. Thanks to regular phone calls and real conversations, Helen and I have stayed in touch and maintained a friendship I cherish. 

Those people you care most about need more than you hitting the like button and commenting on a post. I'm not suggesting you need to call people every day, but here and there, if you care about somebody, let them know with a phone call.

Don't get me wrong - hitting the "like" button is great for feedback and showing support, but there's nothing memorable. There's nothing that holds a place in somebody's mind or for that matter heart. It's cold and emotionless. 

We live in an instant fulfillment world of text messages and email, but a live conversation on the phone is a building block in a relationship. Whether it's purely business or just a great friendship having a conversation always beats a one-second click of a like button.

by Skip Cohen

​I've written a lot about this over the years, but it's Marketing Monday, and it's August. We're into that business stretch between back-to-school ramping up and the fall. And while technically it's still summer - it's the perfect time to be proactive with a little business analysis and thoughts about this year's holiday seasonality.

You want to be known as the photography/imaging expert in your community. What are you doing to make yourself different from your competitors? What are you doing to build relationships with your target audience to build stronger revenue this fall and then right into the holiday season?

• Quality: Are you the best you can be? Are you showing only your best work on your website? So many of you decided on quantity vs. quality. If any image in your gallery is no better than what "Uncle Harry" could have captured, take it down! Every photograph or video needs to be so good, you'd only need to show that one piece to get hired!
• Diversity: Do all your images look the same? If you've got the skills, you need to mix it up and include black & white, wide-angle, portraiture, groups, great lighting, and infrared.  Demonstrate you're more than a one-trick pony! And if you're a wedding photographer, put up an album and show your skills as a storyteller.
• Products: Stop showing products that could put a rock to sleep. All it takes is a call to your lab and ask, "So, what's new?" Technology is on your side, with new techniques being developed every day. For example, I'm a big fan of Bay Photo's Performance EXT metal for outdoor displays. And even though canvas isn't new to you, it's still unknown to so many of your potential clients. And check out Marathon Press and their complete line of Bella Art Albums and prints.
• Services: You're not selling a portrait, for example, but a future family heirloom. And what about a Day-in-the-Life shoot to tell the story of a family, a child, or even a pet? It allows you to offer a package with a smaller album. Then there are Legacy programs that include multi-generational family portraits. The renewed sense of family in the world is stronger than ever - what are you doing to emphasize that in your business?
• Community: Get involved! What good is creating the most incredible images of your life if nobody knows who you are? Be a volunteer and get your name out there. It doesn't matter if it's with or without a camera in your hands - just be involved in nonprofit events and associations that let people know you're giving back to your community.
• Customer Service: It's all about exceeding expectations in ALL areas.
  • Response time: Whether it's a phone call, email, or response to a contact template on your website, answer people quickly. There's no such thing as responding too early.
  • Listen! You've got two ears and one mouth - listen twice as much as you talk. Pay attention to what people are asking as well as their complaints. Work to resolve problems quickly. We all know the customer ISN'T always right, but they always deserve the respect of prompt communication and a suggested solution.
  • Build relationships: Every member of your target audience is an opportunity to build a relationship. As Scott Stratton wrote in his book "Unmarketing" - "Stop marketing and start engaging!"

Recently I shared a post about Christmas in July that was done by a local restaurant. Well, now's the time to demonstrate leadership in your area. Leadership opportunities abound for small-business owners these days.
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It's not rocket science. You need to make an effort and get yourself out there. This is about establishing a more substantial presence in your community, and the areas above are the tip of the iceberg! But you'll never have any impact with a mañana attitude - you don't have to tackle everything, just stop procrastinating and find a place to start.

Procrastination is the bad habit of putting off until the day after tomorrow
what should have been done the day before yesterday!
Napoleon Hill

by Skip Cohen
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It's Marketing Monday, and time for a little mid-summer madness. Think about it - nothing major is happening in the consumer world. There are no significant holidays in sight, no seasonality, and, for the most part, the consumer side of the market is quiet. Even in the world of snail mail, things are quiet - this past week, our mailbox was empty almost every day.

This is an excellent time for you to get everyone's attention with a special offer via email or direct mail!

At the beginning of July, one of our favorite local restaurants launched the gift card promotion to the right. "Christmas in July" was the perfect promo to get my attention.

Most of us think of gift cards as gifts we will give, not necessarily for our own consumption. But Sheila and I eat at Deep Lagoon several times a year, and there's nothing to say we can't give a gift to ourselves, and pick up the discount.

While my interest was only with one of their restaurants, the July offer also got them exposure to other restaurants in the brand's family. From my perspective, it was a no-brainer to participate.

Now, take this model and build a promotion for August. Whether special discounts or some sort of free goods with recognized value - it's an excellent noisemaker for mid-summer.

Plus, it's ideal to bring in partners. Pretend the four restaurants above were different vendors targeting the same consumer group. Even better, how about several photographers working together to target different groups like bridal, maternity, and newborns?

Here's my point today - We live in a noisy world! The timing is perfect NOW to promote your business and expand your reach when there are fewer distractions in your target's world.

by Skip Cohen

​Your greatest marketing tool is relationship building. You can't establish relationships if you don't engage more often. And one of the best engagement tools, second only to being face-to-face, is a phone call! Yes, I'm old school, but there's a reason - email and text messages are missing something - your voice! 

Yesterday an old friend, who many of you might know, Barbara DeMoulin, sent me two text messages. I was busy and couldn't respond right away. A few hours later, she sent me an IM on Facebook, checking to see if she was sending messages to the correct number. I started to write back and decided just to pick up the phone and call her.

The call was terrific. We hadn't caught up to each other in many years. While a text would have been shorter and faster, I would have missed a nice look in my rearview mirror with a wonderful friend with whom I'd lost touch.

Here's my point - Regarding communication, we live in a cold, instant fulfillment world. Text messages and emails have their place and get the job done, but they're minimalistic. But if your communication concerns an issue involving even the smallest amount of tension, it's tough to write an email. But with a phone call, you've got so much more expression to add, and from a Customer Service perspective especially, nothing beats direct contact.

​Just pick up the phone!

by Skip Cohen

​It's Marketing Monday, and here's a concept I wish I could make mandatory, at least to read, for every photographer in business!

​I started this blog over ten years ago. Today there are thousands of posts, many of them guest posts or ideas I've shared, thanks to other photographers, educators, and business owners. One of them is good buddy Doug Box. Loaded with wisdom and outstanding marketing concepts over the years, he's never stopped sharing or helping artists maximize their business. Every few years, I like to pull one of my favorites from his archived past posts.

While I'd like to take credit for the foundation of today's post, it's all thanks to Doug. I first heard him talk about this concept with his bakery demonstration at least twenty years ago. So while I've written about it before, most of you need the reminder!

Paraphrased from Doug's presentation: Pretend you're a baker, and somebody calls and asks you, "How much are your cakes?" For most of us, we'd ask a series of qualifiers: How many people do you want it to serve? Sheet cake, layer cake, or ice cream cake? What flavors would you like? Is anything to be written on the top? Any allergies we need to know about? When do you need it? Will it need to be delivered? And the list goes on and on.

Why, then, when none of us own a bakery, do we know what we'd need to ask, but as artists, most of you ask almost nothing? For example, a potential client calls and asks, "How much are your 8x10s?" and most of you would answer with a price. That's it - nothing more to clarify what the customer needed, and no effort made to upsell with ideas of other products you offer, package pricing, cross-promotions with other vendors, holiday specials, etc.

While I originally shared Doug's concept as a preview idea for holiday seasonality, it's a practice you should use EVERY day. With that new focus on family coming out of the pandemic, there's an increased demand for portraiture and creating/capturing new memories. 

Take a minute and think about everything you have to offer a client. From holiday cards later this year to prints to capturing memory-making events.  When you're contacted, don't just answer their question. Instead, take things one step further and give them something to think about that ties back to your skillset and everything you have the potential to offer.

Another good buddy, Tony Corbell, has used Disney as an example over the years. If you ask a Disney staff member when is the Electric Light Parade, they'll answer you, but then include, "And you know where there's a great place to watch it?" They'll then give you a suggestion on where to be in the park to enjoy it the most. They never just answer your question.

Your success with every client is based on exceeding expectations and making yourself habit-forming, even when they're contacting you for the very first time. Don't just answer their questions - give them a little more to think about and help them understand why you're the best choice for their imaging needs.

The bottom line is simple - we've been experiencing it with every fast food order we've ever made...

​"You want fries with that?"