by Skip Cohen
For over a year and a half, I've shared a Fast Food Friday tip, almost every week. In fact, there are seventy-five different articles; each one focused on a specific aspect of your business. Most of them are short, but they hit on topics ranging from marketing to expanding your skillset and even a few on how to keep your sanity as a small-business owner. Well, it's time to raise the bar a little, and here's a great place to start, diversity, and growing your business.
I'm in contact with dozens of photographers every day. While many of them are new to the business, lately, there's a trend of more seasoned artists trying to figure out how to mix up their game and go in a different direction. It's the Darwin theory of survival of the fittest.
You can use the survival of the fittest to refer to a situation in which only the strongest people or things continue to live or be successful, while the others die or fail. (From Google and Wikipedia)
Here's the first new installment in this Fast Food Friday series - growing your business outside your core specialty.
Stepping Into the Senior Market
Over the last decade, the senior market has become one of the fastest and most diverse specialties in professional photography. Done right; each session is based on relationship building, being fun to work with, and fine-tuning your listening skills. Remember, these are young adults, and as an artist, you'll often be the first professional photographer they've ever worked with. Your relationship should become an investment in future business with them as well as their parents.
But the challenge becomes where to start. Remember, this is the first in a multi-part series, and we're going to start at the very beginning of the marketing process.
Before you roll your eyes about my endorsement of an SCU partner, if you've followed me for even the shortest amount of time, then you know I don't endorse any company who doesn't have something to offer you when it comes to growing your business.
Chamira Young and I have worked with the PhotoTexting.com team since last February. I love what they're doing to help photographers raise the bar on how they communicate, react, and respond to their audience.
With the senior market, we're talking about an audience with demographics that scream "early adopters." Seniors are mobile and text-focused all day long. Knowing the usage rate for teens is high, I had some fun on Google searching to see what the stats suggest:
More than half of teens (54%) say they spend too much time on their cellphones, and 41% say they overdo it on social media. According to Common Sense Media, teens spend an average of nine hours a day online...
Now, take that information and think about your younger clients - teens, as well as their parents. There's a lot of useful data for a starting point on growing your business and taking full advantage of mobile solutions.
Don't be thrown by the video below being called a "webinar." It's under four minutes and perfect to watch while enjoying that morning cup of coffee.
This is the first installment in a new series about growing your business. And while we're starting next week and be more focused on marketing to Seniors, the video above applies to so many different aspects of your business! Communication technology is not going to slow down, and mobile technology especially is here to stay - embrace it the right way, and you're going to have the tools not only grow your business but close sales faster, expand your reach and increase revenue!
In keeping with the Fast Food Friday theme, we're going to take it one step at a time. Next Friday, we'll hit getting started in marketing to Seniors, and we'll keep building from there!
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Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.