Growing with the New Norm: "To Thine Own Self Be True"

by Skip Cohen

​If you follow me regularly, you've probably noticed a change in my suggestions on dealing with marketing challenges. It's the pandemic result, which has shifted so many things we simply took for granted. But it's not all negative. There are some unique opportunities to explore new and different paths to being a professional photographer.

As you expand your skill set to meet the new demand better, you need to modify your website. You may even need to build a second website that focuses on the new directions you're taking in your business if your target audience has changed.

Your blog also has to change. Done right, it can become even more valuable. Your website is about what you sell, but your blog is about what's in your heart. It's often your heart for your audience that can open just as many doors as your skill set.

Here are some suggestions to consider as you take on the challenges of the new norm:
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• Your Skill Set: Keep building your skill set so you can handle the majority of needs from your clients. Keep learning how to do EVERYTHING. I'm not suggesting you dilute your skills to become a master of mediocrity, but at least have some level of knowledge in the how-to elements of different specialties. For example, a wedding photographer who learns more about macro is likely to be more creative when it comes to ring shots, the detail in the wedding gown and the flowers. Weddings aren't going to disappear, but how you tell the story is going to change. Your skill set needs to expand, capturing images with more emotion between the couple, not just pictures that document an event. 
• Diversity: Just because your skill set is diverse doesn't mean you need to show everything you can do on your website. Keep your galleries relatable. For example, in the people category are weddings, maternity, babies, children, family and seniors. They all fit together and are logical spokes off a specific core specialty. Even in the pandemic, you can capture images that comply with physical distancing while still telling your client's story. I'm a huge fan of environmental portraiture. Doing individual portraits on location that tell the story of the subject's interests will be more cherished than just the traditional headshot.
• Headed Towards Fine Art? Fine art and commercial photography have different buyers. They will be better served if you either have a completely different site or a landing page sending visitors in two different directions. I'm a fan of different websites.
• Value In Your Archives: Don't forget your archives. You have so many images in your files of past clients and events. Now is the time to remind your audience of your skill set and the elements of the story you've already captured, available for reprints.
• Personal Work: If you insist on showing a different specialty that doesn't seem to fit your core business, do a tab under "Personal Work" or a facsimile. There's nothing wrong with diversity until it confuses your target audience. You can also use your blog with an occasional post about other types of photography.
• Post-Processing: Diversity in capture and post-processing is important to share. My issue is with the specialties you want to represent, not with your technique. Diversity in your technique is essential to show. Including black and white images, special effects, albums with double-page spreads, framing and printing techniques, just to name a few, are necessary to share.

Remember - What you show is what you want to sell. Now is the time to clean up your galleries and prioritize the categories of your skill set.

Shakespeare said it best:

"To thine own self be true!" 

​Stay true to your skill set and whatever new direction you've decided to take your business. Diversity is essential, but going with what your heart's telling you will give you the most satisfaction, not just another element rebuilding your business. Most importantly, be flexible, and if something isn't working or just doesn't feel right, then make the changes you need and keep putting energy into moving on!

And, you know where to find me if you just need an objective sounding board! ​