"Drilling Down" - Don't Become a One -Trick Pony!

by Skip Cohen

Today's post is about the diversity of your skill set. Out of the pandemic came the key buzzword "pivot," and while we're all tired of hearing about its importance, it doesn't change the significance of having the strongest possible backup skills. You want your skill set to be as diverse as possible to meet your clients' demands, so you can pivot when necessary.

I don't know where I heard the line about growth only happening outside your comfort zone, but it's so true. Here's the cool thing about this industry: we have a history of watching each other's backs and helping each other get through all the challenges. But it starts with your willingness to expand your vision and with it your skills.

Here are some suggestions:

• Learn lighting: We all know what it means when a photographer describes themselves as a "natural light specialist." It means they're afraid of studio lighting. Don't let your lack of skills undermine the quality of your work or your ability to exceed customer expectations.
• What's in your archives? As I've written several times before, take advantage of those great images you have of past clients and events. And if you're stuck on ideas, just call your lab and ask, "So, what's new?" Even a canvas print may be an old application for you, but it might be terrific for a client who wants to share or display an image they've forgotten about.
• Moving outside with prints: I've written a lot about Bay Photo's Performance EXT Metal Prints and have three of them outside my home around the pool. (Remember, I live in Florida.) So, clients with porches and patios, restaurants serving outside - they all need your expertise to help decorate.
• Pay attention to the fine art world: There's a thin line between stunning fine art images and your skill set displayed with some of your images. Follow a few fine art photographers you know and pay attention to how they're framing their work for final sale. The key is often in the presentation, not just in the print quality.
• Diversity in capture and post-processing: Do it with some logic. For example, add black and white images to your gallery, but not just for the sake of changing, but because the image you've chosen to share really has more impact in B&W. Whether you've dragged the shutter, pushed the exposure, shot in infrared - make it a point to show a few images that are different from most of what you show.
• Learn video: Every digital camera can capture video as well as still images. It's another expansion of your skill set and also a key to your marketing. There's very little that beats a video of you talking about your business with still images, video, and great music combined.
• USE YOUR BLOG: Okay, it's last on the list, but only because I almost missed it. Your website is about what you sell, but your blog is about what's in your heart! A well-done blog can still be effective in your marketing efforts. Give your clients gift ideas using photography, share tips on how they can capture better images this holiday season, and be helpful.

What you show is what you want to sell. Shakespeare said it best,

"To thine own self be true!"

And remember - Stay true to your love for imaging and show more diversity on your website in logically connected specialties. ​You know where to find me if I can help!