I've written for Shutter Magazine from the very first issue and love the online videos for each article. The magazine, thanks to support from dozens of educators and a terrific staff, has gone from being a complete unknown to 212 pages in this month's "Travel" issue.
Wandering through YouTube it was a kick looking at some of my past videos, and I decided they'd be fun to share in a Marketing Monday blog post. While each one shows minimal viewing on YouTube, the actual numbers have been huge when viewed online through the magazine.
If you'd like to read the original articles, just click on the thumbnail of Shutter Magazine to the right and sign up for the FREE online edition - then sign up for the hard copy. The magazine is the most beautifully produced book in professional photography today. While technology is a kick, NOTHING beats being able to hold a publication in your hands and read it!
So, let's hit two favorite topics this Marketing Monday and see if I can help you get more on track with your business!
I'm always amazed at how many photographers open their businesses and never consider their demographics. For most of you, your target audience should be "Mom." Yet, you fill your blogs with content that has no interest to her. You do very little to remind her of how fast the kids are growing up and the importance of capturing those memories. Even easier is just being helpful. Start sharing picture-taking tips to help her become a better photographer.
Looking at your website design, along with many of the images in your galleries, there's little interest to your target audience. Even your about page bio is all about how you got started. Mom doesn't care - she's looking to hear why she should trust you to capture images of the most important people in her life. Your bio is the perfect place to talk about why you're a photographer!
Take the time to think about who your primary target audience is and then go through everything you're doing or not doing to market directly to them!
This article was published in June of 2016 if you'd like to read the different points I made to help you pay attention to the right target audience. Once your signed up for the online magazine you can go back through the archives.
I wanted to make a point about telling people who you are and being lost in a corn field in Nebraska sure did the trick. With ShutterFest coming up in two weeks, it's the perfect example of an opportunity to get your name out in your community. But, you're the only one who can do it.
You've got to make a point of becoming your own publicity machine. For example, while at ShutterFest get a few images of you interacting with other photographers, attending a workshop and meeting with a vendor or two. Then, write a short press release and send it out to the local papers and publications; your email database; your blog and any other way you have access to reaching your target audience.
Here's a template I've shared for years, and you're welcome to plagiarize. If you hate it, then write your own. While I wrote it for ShutterFest - change the event to any workshop you attend. Most important of all, stop thinking people know who you are simply because you have a mailing address!
For Immediate Release
Your city, Today’s Date
Area Photographer Attends International Photographic Conference
In (his/her) continued efforts to expand the broad selection of cutting edge photographic services, ________________recently attended ShutterFest 2017, a three day professional photographic conference.
“There’s never been a more exciting time to be a professional photographer or, to have images created by a professional. Technology is changing all the time and I want to make sure I’m offering my clients the very best!” said ____________________(your name).
_______________ is the founder of _________(your studio name) and is located here in ______________. The studio offers a full range of (commercial portrait,wedding,childrens, etc.) services. Or use: _________ plans on continuing as a freelance photographer…etc. You don't have to have an address for people - you just want to let them know you're in the community.
For more information contact: Your name, phone and email address
The original article was published in September 2015 if you want to read more. Again, scroll back through the archives once you've signed up for the online edition.
From articles here on the SCU blog to my workshops, magazine articles, guest posts and podcasts there's always a common denominator - helping you build a stronger business. And, if there's a topic I've missed over the last few years, then feel free to comment, email me or IM me on Facebook. You're part of an incredible industry and if you do it right, your business should eventually be just as strong as your passion for the craft!
And yes, I love BassPro's fishing shirts and obviously the light blue one is a favorite - but I do have other colors! I guess I have to start paying attention to which one I wear when recording! LOL
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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.