Just cause you got the monkey off your back doesn't mean the circus has left town. George Carlin We're officially into the start of the fourth quarter. While there's still time for those of you who have chosen to procrastinate as a lifestyle, today's post is directed to those of you who think everything is in place for marketing your business. You finished everything and now have time to kick back and enjoy the fruits of your labor. NOT! I'm not suggesting you can't take a short break, but marketing is a nonstop job because everything you've been building still needs maintenance and follow-up. Everything in business needs fine-tuning from time to time. It's like a new car—it still needs fuel to run, air in the tires, a wash now and then, and it needs to be driven!
Here's my point—the slow season is typically when business owners step back and do an inventory their assets. That should include products, services, promotions, and ideas for the future, plus follow up on the past. It's a never-ending challenge but doesn't have to slow you down. Think about it like the front door of your business—if you forgot to unlock it this morning, nobody is coming in!
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by Skip Cohen It's Marketing Monday, and I thought it would be helpful to create a checklist of things you should be doing or, at the very least, planning.
No blog post could include everything you should be doing, but it's a start. Stop procrastinating and start doing! "If you wait for all the lights to turn green, you'll never get started on your journey!"
Zig Ziglar Dogs are not our whole life, but they make our life whole. Roger Caras by Skip Cohen It's Sunday morning, and I rarely write about business. Last night, Sheila and I were talking about "our girls," Lucy and Belle. Before Sheila talked me into the idea, I'd never had two dogs at the same time. So, five years ago, Lucy and Belle joined the family. We've become full-time dog people, and it's wonderful. The day starts with their morning routine. After they "get busy" outside, it's inside for brushing and a handful of morning kibble, followed by lots of hugs and lovin'. Throughout the day, the pups take turns hanging out with us. They've got a vocabulary of hundred or so words, to the point that we have to spell words like "r-i-d-e" if we're considering taking them with us. The day ends with Sheila's routine for both pups as they're tucked in for the night. While it might seem like total overindulgence, we go to sleep every night with full hearts, often talking about how less full our lives might be without these two little knuckleheads. I know so many of you understand - it's that unconditional love our pets bring into our lives and fill our hearts. I don't really have a point this morning—I'm just having fun expressing my love for what's become our lifestyle and saluting all of you pup parents out there. On Facebook the other day, somebody posted the four ways to know your dog thinks you're a mom: They follow you around the house, make eye contact all the time, seek out your affection with snuggling, licking, and even a hug, and finally, share their toys with you. “Animals have come to mean so much in our lives. We live in a fragmented and disconnected culture. Politics are ugly, religion is struggling, technology is stressful, and the economy is unfortunate. What’s one thing that we have in our lives that we can depend on? A dog or a cat loving us unconditionally, every day, very faithfully.” Jon Katz Wishing everyone a day ahead filled with lots of time with the people (and pets) most important in your life. Go for those eleven-second therapeutic hugs I've written about for so many years - they're even better with a four-legged friend. And grab a picture now and then - each image is another chapter in your story, especially with pups.
Happy Sunday...or Monday on the other side of the world! by Skip Cohen It's definitely a TGIF day - not because it's the end of the week, but the storm is over, at least here in the Sarasota area. We were lucky - Hurricane Helene turned more north. But for so many of you, we're sending our thoughts and prayers. We may not have gotten hit with the full force, but what we did get left us with complete respect for the power of Mother Nature - high winds, rain, and tornado warnings repeatedly. As I watched the hurricane roll in and worried about our safety and home, I got a little philosophical. I started thinking about this one set of Crepe Myrtle flowers fighting to hang on. The tree started the season covered in hundreds of blooms, yet this one group was all that was left. At the risk of sounding outrageously trite, like an old Jack Handy routine from Saturday Night Live, I started thinking about business. What gives some people a survival instinct so strong that they're determined to pivot, grow, and stay in tune with the demand for their services? Yet, others slowly slip away and eventually cease to exist. They give up. Okay, it's a reach to connect, but think about your passion for photography. If you've been a working pro for at least five years, you've survived a pandemic, changes in technology, consumer trends, and countless challenges in competition. You've grown because you didn't slow down. You kept searching for the right recipe to continue doing something you love no matter what the "weather". In most cases, you never slowed down, continuing to fine-tune your skills and build relationships. I've written repeatedly over the years you can't create images that tug at people's heartstrings if your own heart isn't in it. Well, your heart's still in it! I loved the quote below when I went searching for statements about survival. And when I think about friends who maintain a positive attitude, no matter what life throws at them, they all include these three simple rules along with their indomitable spirit. Three Simple Rules in Life 1. If you don't go after what you want, you'll never have it. 2. if you don't ask, the answer is always no. 3. If you don't step forward, you're always in the same place. Unknown Author Wishing everybody a great weekend ahead; prayers and positive thoughts if you're currently in Helene's path and time to give yourself a pat on the back. Whatever your goals in life, every day is an opportunity to bring them more into focus because you just won't give up on your dreams.
TGIF "The Last Survivor" - Captured with a LUMIX G9 and 14-140mm lens by Skip Cohen Living on the Gulf Coast of South Florida, hurricane warnings have become a regular event, but there is a link to business, especially photography. I'm a long way away from writing about marketing, but not about the insight into our thought process. First, the news media: They're doing exactly what they need to do—create a sense of concern with the public. We've had robot calls on our phones and email warnings, and the local weather channel has been nonstop forecasting. The shelves in the stores have been picked clean, but we were already well-stocked on water, canned goods, and dry goods. I bought a generator after Ian in 2017, which we've never had to use, but based on the forecasted power of "Helene," I'm going to work today to get it up and running. While evacuation is being pushed far north of us, it doesn't change our concern or slow down our worrying about being ready. All of this prep got me thinking about business. The biggest business "storm" any of us have ever experienced was the pandemic. Nobody was ready—none of us thought about the need for a backup plan or a what-if-the-worst scenario. Photographers with only one specialty were left at a loss when things shut down. Yet, through the worst of the pandemic there were moments of brilliance when it came to enhancing the business of photography. J.P.Elario: Primarily a wedding photographer in the Albany area, launched "Facetime Portraits." He was on his computer communicating with clients on theirs. The local news picked up the story and helped to create some outstanding business in the middle of the pandemic, as well as what was typically the slow season. Steven Gotz: This was one of my favorites—he took family portraits as well as some of his zoo images, pulled the color, and turned them into line art for coloring books for his clients. Remember, back then, everyone was hunkered down at home, and if you had young children, they needed something more to do. I loved the idea then and even more today—think about the fun of sending a client a coloring book of their family shoot, headshots, etc. Here's my point today—no matter how tough the challenges, even heading into the complete unknown of Hurricane Helene, we can only do the best we can. We're prepared, evacuating if it becomes mandatory, and doing everything we can to reduce the element of surprise...and fear. Best of all, we've got some great neighbors, and we know we'll all help each other with whatever Mother Nature has in store. Meanwhile, we're doing what everybody does in South Florida - wait it out and say our prayers...and for everyone north of us where the latest tracking information says Helene is headed - our thoughts and prayers are with you as well. Be safe and if there's a mandatory evacuation, remember, if you stay, you're the lowest priority if you need help during the storm. *LUMIX FZ300: ISO 100 f2.8 @ 1/125 (It's an older camera in Panasonic's line with a fixed zoom lens.) Watch your thoughts, they become words; watch your words, they become actions; watch your actions, they become habits; watch your habits, they become character; watch your character, for it becomes your destiny.* Frank Outlaw by Skip Cohen
This is probably the shortest post I've ever shared. I simply loved the quote. There's nothing more that needed to be added. *From A Year of Positive Thinking, by Cyndie Spiegel Intro by Skip Cohen In 2010, we moved to Sarasota to give my Dad a hand taking care of my Mom, who had been diagnosed with Alzheimer's a few years earlier. I could go anywhere as long as I could get online, and Sheila had enough seniority to retire early from her role in HR at Akron Children's Hospital. I look back on the move as one of the best decisions we could have made. I was able to spend more time with my Dad, and Sheila loved getting to know both of them. Even through the challenges of Alzheimer's, she and Mom were able to build an amazing bond. Just after we moved here, I talked Dad into writing a couple of blog posts. He wrote the piece below for me that November. That was almost fourteen years ago! I love the relevance - there is no expiration date on running a good business, building trust with your clients, and creating a brand based on integrity. Every couple of years, I like to share a little of Dad's wisdom. When he started in business just after WWII, he didn't have social media—but he did have a telephone. He didn't go to any conventions to network, but he did have time to meet people and talk to potential clients. He didn't have workshops to attend, but he did have books to read and ideas to share with his associates over lunch. He started out in the lumber business, moved into the candy and tobacco vending world, and, in his early forties, entered his dream of commercial/industrial real estate. He loved bringing people together to build lasting things, and everything he did was always based on integrity and good business sense. Right up until he passed away at 93, he still did business on a handshake. He might have slowed down physically as he got older, but he never compromised those standards my grandfather taught him many years earlier. As you think about wrapping up 2024 and kicking off the new year, everything he wrote about below is right on point! Pay attention to your business, and keep an eye on your competition, but don't get so obsessed with what everyone else is doing that you lose focus on your own marketing plans. The grass isn't greener on the other side...it's greener where you water it! Anon I have been happily retired for many years, and unemployed for almost twenty. I am not a plagiarist, but I must quote my father who spent the last months of his life writing advice to his children: “Conduct your business in an upright manner and remember, the most important thing in one’s life is to be honest with one’s self. Maintain the high standard and dignity that your business requires. Do not go into deals hastily and be visible in your business as much of the time as is possible. If you take time to play, do it away from your business, because your livelihood needs all the attention you can give to it.” Early on, I concluded that the best testimonials came from my many friendly competitors. We didn’t really compete with each other, in the true sense. True, we were in the same field of endeavor, but we all knew we were there to help each other. Happily, the “tough competition” fell by the wayside. I remember giving Skip driving lessons and I told him, “Watch the left front fender…..the rest will take care of itself!” I’ve found this is really true of everything in life. An old axiom says, “If you tell the truth, you never have to remember what you said.” That is all part of reputation-building. I found that, sadly, in the field of real estate, truth is hard to come by for many. In our case, it was a major building block in the reputation which we enjoyed, and helped us to thwart the competition. Goodwill is all of the above, plus a lot of caring for your clients as well as your competitors. If life is a give-and-take situation, giving is the more important of the two. The taking will come with time and be far more appreciative. Just remember – you heard it here! Ralph Cohen, Founder and 1/2 the Creators of Skip Cohen! by Skip Cohen If you've followed me for even the shortest amount of time, you already know that on Sundays, I run amuck and rarely write about anything related to business and marketing. It's my day to just share whatever's on my mind. I recently started working with a remarkable group of people, which I briefly mentioned in last Monday's post about giving back. The group is focused on supporting families and patients dealing with Alzheimer's. We have a private social media page exclusively for communication between the member companies. My thoughts this morning have little to do with my excitement about working with this dedicated group but the power of photography. For our social media page, I decided to share an image each week that somehow related to telling the Alzheimer's story. I typed "Alzheimer's" in Adobe's search box, and the image above was one of the first to appear. There were hundreds of photographs, often worth far more than a thousand words. Most of you are working professional photographers or aspiring to be, and every click of a shutter tells a story. So, I went off in search of some of my own images that tell a part our family's story. We were just into the first year or two of Mom's Alzheimer's when the two photographs above were captured. Mom's memory was going, but we just thought it was typical aging. At this point, my folks had been married for at least fifty-five years, and these are two of my favorite photographs*. I can't help but wonder if Mom knew more than she let on when, in the photo on the right, she leaned into Dad and he probably whispered, "It's okay, I got you!" Approximately six years later, I grabbed the shot on the right of Sheila with Mom. It was Mom's birthday, and Mom had one of those moments where Alzheimer's stepped back and let reality in. Mom was worried about what was going to happen to all her things when she was gone. At this point in her life, she had become very close to Sheila. My mother was convinced that she and her "good good friend" had been doing volunteer work together for decades. When I look at all three photographs, it becomes so obvious how many words it takes to tell the backstory behind our pictures...and the great ones are certainly on the 1000-word scale! That brings me to my point today—we're part of an amazing industry, and your responsibility when you have a camera in your hands is to never compromise on the quality of the story you're about to capture. As imaging artists, you're the magicians who stop time and turn intangible memories into tangible photographs we can cherish and savor forever. My folks passed away a long time ago, but one look at an old photograph and so many memories start to flow. Sheila had made one of Mom's favorite desserts, pineapple upside cake. Mom was seated at the head of the table when the first tear rolled down her cheek. Sheila was always in tune with what Mom was feeling and was right there for support. Alzheimer's is a horrible disease that sneaks in and steals our loved ones. I couldn't be more proud to be involved in the fight and support for families in the battle...as well as photography and the artists who never compromise on the quality of an image! Wishing everybody a day ahead with the people you love the most. Don't forget to grab a shot or two - today's memories become tomorrow's most cherished throwbacks. Go for those eleven-second hugs I always write about. And make it a day without compromising how full your heart is for those special people in your life. Happy Sunday...or Monday if you're on the other side of the world. *Cantrell Portrait Design This is what I like about photographs. They're proof that once, even if just for a heartbeat, everything was perfect. Jodi Picoult by Skip Cohen
I first shared this nine years ago, so it's a throwback of a throwback. I know it was 2004, and the location was WPPI, Las Vegas. At first, I thought it was print judging, but there are a few people in here who didn't normally judge. I think it's speakers from that year; I just don't remember everybody being together in one room. The image is thanks to Alan Karlin in a couple of books of WPPI images he sent me after the convention. Nothing beats the fun of Throwback Thursdays, and sometimes it doesn't matter what the reason was for a group to be together...however, look closely; this one is global with some of the most recognized educators in our industry. It's almost like a "Where's Waldo" drawing. So, how many can you name? I'm up to forty-six, including three mullets! If you haven't gone off in the hunt for your own Throwback Thursday images, take the time. Throwbacks are the perfect gateway to great memories and a reminder that nothing matches the power of the photography time machine! It's also a great time to share older photographs with your readers, especially "Mom." Old family portraits are an excellent way to remind Mom that it's time for an updated family portrait! Happy Throwback Thursday by Skip Cohen Now and then, I share an encore post from the SCU archives. It's NOT that I don't have anything new to write about, but because the message in the post makes such a strong point. As the seasonality of the fourth quarter starts to ramp up, this guest post from my good buddy, Scott Bourne, is right on target. Scott's advice is ideal to keep in mind as you focus on capturing new and old business for the holiday season. You've got to make yourself unique—not just in terms of your technique and the quality of your work but in your ability to build relationships with your clients. You've got to exceed expectations and, in turn, make yourself habit-forming! by Scott Bourne
I've written lots and lots and lots about selling photography. The other day someone asked me, to forget the books and long blog posts and seminars I've taught and sum up the key to successful photography marketing in three words or less. I am proud to say I was able to do it in two. Uniqueness and Value: Those are the two words I want you to concentrate on when you're trying to build your photography business. These are the ONLY things that matter when it comes to marketing. Not your logo, or which award you've won, or which association you join, but whether or not your photography company is unique and offers real value. Ask yourself... Is what you do unique? Is it something that people want and need? Is your photography truly valuable? If you answer "No" to either question then you are going to have an extremely difficult time surviving, let alone thriving in the photography business. Because at the end of the day, if you aren't unique you are a commodity. And if you're a commodity, then you will get your butt beaten working long hours for VERY little money. If your products aren't valuable, then no matter what price you charge, you'll always struggle. A car with no engine is not a good deal for the average person. The average person can't build an engine, install it and drive away. So, no matter how low the price, the car with no engine has no value. You have to find ways to bring value to your clients. If you do that, then price isn't an issue. And price is what this post is really about. You see, if you are unique, you can charge a higher price - but only if somebody wants the unique thing you have. If you are NOT unique, then you will always be competing on price. If you are on the other hand, valuable, but not unique, nobody will see the value. This is an ethereal concept, but try to dig into it. Make a list of how you are truly different from your competitors. Then, make a list of how you bring value to your customers. What's your USP (unique selling point?) What's your value proposition? (How does your product match up with the needs, beliefs, feelings and desires of your prospects.) When you can answer these questions, you can move forward and thrive. I rant, therefore I am. Dennis Miller by Skip Cohen
Last week, the "Rock 'em - Sock 'em" robots at Facebook deleted one of my posts on the grounds that it violated community policy and was deceptive. It was nothing of the sort, but it took me on a flashback trip to 2016 when Facebook shut down my page, claiming my name wasn't really "Skip." Numerous friends helped me protest, including Brent Watkins, who got creative with his "Free Skip" silhouette thumbnail. I even wrote an open letter to Mark Zuckerberg—I have no idea if he ever saw it. After seven years with Facebook, I've recently been shut out because I couldn't confirm my identity, even though I've sent you copies of my driver's license and gun license, copies of unopened mail with my name on it, screenshots of books I've written, speaking engagements, business cards, and even my Google page when you look up my name. My birth announcement above was included in the post. A few hours later, I was reinstated, but with A.I., the robots are back, and instead of getting smarter, they're on an overdose of stupid pills. I reposted it on my F.B. page with just the link and a request for help from my friends. There were lots of empathetic comments. My old buddy Jon Vansteenberg said it best: This happens all the time. I've had it 3 or 4 times. They can't distinguish between simple reportage of quotations, some from profound thought leaders, and complete Waccos. It personifies the invalidity and waste of trying to 'control' peoples' free speech. George Carlins 7 words performance boundaries would be far better and cheaper than spending billions on alienating good faith users... It's ironic, though - the robots were unhappy with my post, but if I had paid to boost it through their paid advertising program, I'm sure it would have passed! We all have a love/hate relationship with Facebook, but if this nonsense continues, F.B. is going to follow the flush with my Tweet stream! by Skip Cohen A conversation with a photographer recently set the stage for this morning's post. He's struggling to get involved in a non-profit in his community. In overthinking which one to join, he's procrastinated his way into not doing anything. While I've written a lot over the years about the importance of giving back to your community to build brand awareness, it all starts with what's in your heart and has nothing to do with your business. You have to find that cause that pulls at your own heartstrings first. For example, we moved to Florida to help my Dad through my mother's fight with Alzheimer's. My mother, grandmother, and great-grandmother all died of this horrible disease. Being involved in the fight against Alzheimer's is my way of paying tribute to my family; keeping my Mom's spirit alive and has nothing to do with my business. I've always believed everything happens for a reason. Whether it's true or just how our mind rationalizes our choices in life, my favorite quote by Alfred Lord Tennyson, "I am a part of all that I have met," couldn't be more accurate. Everything that happens in our life, everybody we meet, and every challenge, victory, and defeat contribute to our journey. My mother's fight with Alzheimer's took me to the Senior Friendship Center in 2011. It started with my Dad and me joining the Caregiver Support Group, which led to me helping them build a blog, then a podcast series, and almost six years on their Board. Last week, I joined the Memory Care Alliance, expanding my involvement in the fight against Alzheimer's. The Memory Care Alliance is the vision of one of Sarasota's most respected neurologists. It's a community-based network of compassionate and experienced providers dedicated to providing the highest standard of care for patients and families dealing with Alzheimer's. The members are neuropsychologists, clinical psychologists, mental health counselors, psychiatrists, geriatric care managers, home health care agencies, adult day care, support groups, respite care, and legal counseling. It's Marketing Monday, but in all honesty, however you choose to be more involved in your community starts with having nothing to do with marketing or building your brand. It's about expanding your heart, and the theme of today's post is, "Together we make a difference." Take some time to think about the challenges you and your family have experienced. Just about every challenge any of us have ever faced has a cause-related non-profit organization associated with support for people experiencing the same difficulty. Listen to your heart first, get involved, and then you can build brand awareness around your giving back. "We make a living by what we get. We make a life by what we give.”
Winston Churchill by Skip Cohen Although Sunday Morning Reflections are rarely about business and marketing, I suppose I'm crossing that line this morning by whining about Facebook. As their A.I.-driven robots deleted a post of mine on Friday, I feel like the character above— not knowing whether to just give up or listen to Pink Floyd's Tear Down the Wall. Sadly, there doesn't seem to be an easy alternative with Facebook. Over the last few years, their algorithms and policies have become increasingly unreasonable, as A.I. has become more and more misdirected. My post last Friday was a great example—nothing whatsoever deceptive—just a short post wishing everybody a terrific weekend. And while I protested their wrong call, I have no confidence that anything will change. Just like the challenges with Twitter that I've given up on, along with so many of you, F.B. will eventually become another "I-remember-when" story. I picture a few of us sitting in rocking chairs on the front porch of a nursing home with stories of the past and things we miss in how we used to communicate. I miss those days when...
The list goes on and on, with the cold, hard reality of simply knowing I have to grow up. I still want to be Peter Pan at heart, but it gets tougher and tougher not to become a curmudgeon flying around in green tights, helping Chicken Little spread the word that the sky really is falling! LOL And on that note, it's time to wrap up what's turned into a rant. My solution to the problem is focused on saving my own sanity. This is when your family and friends become so valuable - I can't change F.B., and the serenity prayer becomes so remarkably appropriate: “God, grant me the serenity to accept the things I cannot change, courage to change the things I can, and wisdom to know the difference.” Wishing you a day ahead without the challenges of technology. Make it a day to spend time with the people you love the most. Go for those old-fashioned eleven-second therapeutic hugs I always write about and put all your frustrations in a box with a very tight lid not to be opened until tomorrow. Today's a perfect day to kick back and recharge your battery, which is what I originally wrote about in the post FB's robots pulled. Weekends are not for catching up with work; they are meant for catching up with yourself! N. Singhal Happy Sunday or Monday on the other side of the world.
Weekends are a reminder that sloths had it right all along! Unknown Author Please Note: This post, when shared on Facebook, was pulled by their robots. Facebook said it violated their policies and that it was deceptive...all of this is crap and takes me back to Facebook throwing me out in 2016, claiming that my name wasn't really "Skip." At that time I wrote to Mark Zuckerberg and included my birth announcement, which is the link above. Obviously they haven't progressed very far! by Skip Cohen It's Friday; except for wedding photographers, whose weekend time off usually starts on Monday; most of you look at the weekend as a time to kick back a little and chill. I look at September as the calm before the storm, anticipating the ramping up of seasonality. That means the time to recharge your battery is NOW. Weekends are not for catching up with work; they are meant for catching up with yourself! N. Singhal This is a very short post today, and while it's not directly about marketing, it is a reminder of what it takes to run a successful business. You can't focus on the energy you need to accomplish your goals if you're running on empty. And you can't capture images that tug at people's heartstrings if your own heart isn't in it. You know how to focus your camera; now it's time to focus your energy on YOU. The key to avoiding burnout is your attitude and your recognition of when it's time for a break. But that time will be wasted if you don't give your mind and body a rest. Wishing everybody a terrific weekend ahead. Weekends: The perfect time to do nothing and everything at the same time!
Unknown Author by Skip Cohen
It's my favorite day of the week, and today, it's all thanks to my good buddy Jim Morton. He recently sent me a batch of old images from his archives. They were all captured when we worked together back in our Hasselblad days. That's me, Don Blair, and Hasselblad's leading author and "professor," Ernst Wildi. Ernst passed away in 2023 at 100, and "Big Daddy" Blair in 2004 at 79. Both of them were cut from the same cloth when it came to perfection in their images, passion for the craft, and love for helping photographers raise the bar on their skills. They were both in their mid-sixties when Jim snapped this shot in the Hasselblad booth at Photo East in New York. Besides this image bringing back memories, which is what Throwback Thursday is all about, it occurred to me that Jim's unofficial role at Hasselblad was just as important as his primary responsibility. Jim was our Customer Service and Technical Manager, handled our exhibit at various trade shows, and training, just to name a few of the hats he wore. However, his unofficial role was documenting Hasselblad's activity in the industry. Thanks to Jim's stash of images from all his years with the company, we have so many great memories. Who's your family or company historian? There was no social media back in 1991, and certainly no Throwback Thursday. It's so important to be able to follow a company or your family's history in photos and videos. Thanks to technology, everybody has the ability to document their business and family growth and build archives of images that will become invaluable as time goes by. THANKS, Jim, for every click of the shutter during all those years, not to mention being a great friend to so many of us in the industry. Happy Throwback Thursday! Your brand is what people say about you when you’re not in the room. Jeff Bezos by Skip Cohen It's "Hump Day," and I like to keep it simple but, as always, relevant. Building brand awareness is something everyone talks about and claims to understand. Yet, so many of you don't pay attention to the ingredients that make up your brand...it's EVERYTHING related to you and your business. It's not just your logo, company name, or website design, just to name a few components. Brand is the holistic sum of customers’ experiences, composed of visual, tonal, and behavioral brand components, many of which are shaped by interaction design. Kate Kaplan A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. Seth Godin Marketing is about brand building. It requires a huge commitment and establishing and never-ending stream of awareness with your target audience. Professional photography isn't just about capturing great images, but creating an experience with each client. It's about exceeding their expectations and, as I've written so many times, making yourself habit-forming. Too many artists focus on pricing and promotional packages, putting less emphasis on everything else in their business. Building a strong brand needs to obviously include a technical skill set for capturing stunning images and telling a client's story, but that's only the tip of the iceberg. Trust, integrity, communication, and accessibility are all key components—all of which go beyond your logo, website design, etc. The art of marketing is the art of brand building. If you are not a brand you are a commodity. Then the price is everything and the low-cost producer is the only winner. Philip Kotler I chose the quotes in today's post because each one hits on a different aspect of building brand awareness. Take a few minutes to think about your brand. How can you make yourself stand out from your competitors? What can you be doing to make sure people recognize your business as their very best choice? What are people saying about you when you're not around? What are they thinking when they see your name or hear about you from another consumer? Your brand is a promise to your customers
...a promise of quality, consistency, competency, and reliability. Jason Hartman by Skip Cohen Great Customer Service is one of the best tools for building your business—when it's done right. That means quick response time, solutions that make sense to the customer, and an attitude that shows your sincerity, passion for the craft, and respect for the customer. But done wrong, like Buick is currently doing with me, it undermines everything a company does. Here's the short backstory: I took my car in for service. The check engine light was on, and it turned out to need a new turbo. It's only got 30,000 miles on it and has not been driven hard. It's a warranty repair, but the car shouldn't be driven for long distances. Buick has no idea when they'll be getting the part, and the dealer forecasted the end of September—maybe! So, I contacted General Motors. At 8:15 pm last night, I got a call from General Motors. This was the third time I was told a call that was supposed to come to me earlier hadn't happened because they had technical phone problems! In addition, the rep from corporate told me they still have no idea when they'll have the part but promised to keep me informed! Meanwhile, I had already heard from the dealer a couple of days ago. They found the part at one of the GM plants, and it's already been shipped. Buick at the corporate level had no idea what they're doing! But this saga is not without a bit of humor - the General Motors Facebook page just sent me this notification since I've been actively complaining about the terrible service. Rising fan? NOT! Buick's corporate approach is an excellent example of what NOT to do...but here are a few tips that are important to building your business:
Here's my point in today's post: Customer Service should be one of your greatest assets—make your word mean something. Don't "buick" people (yes, I did just make it a verb!). When there's a problem, confront it quickly and contact the customer with solutions, not excuses. Customer service is the experience we deliver to our customer.
It's the promise we keep to the customer. It's how we follow through for the customer. It's how we make them feel when they do business with us. Shep Hyken by Skip Cohen While truly great food photographers have always been hard to find, the demand for their services ramped up dramatically during the pandemic. Dine-in restaurants took a huge hit and had to offer carryout service to survive, but very few of them had photographs of the dishes on their menu. There was also a secondary challenge - carryout wasn't the only demand. Outdoor seating became a necessity. Thousands of restaurants set up makeshift outdoor dining areas never anticipated for hosting guests - alleys, parking lots, sidewalks, and driveways became "patio" dining rooms, often with all the mood of a truck stop garage. An opportunity for exterior decorating using large photographs started to grow. We've all eaten in those pop-up outdoor cafes - they always need improvements in ambiance. Often, just a few large prints placed on easels would brighten up the "room." They don't need to be of food, and could be of areas in the community like parks, buildings, and various events, for example. How many restaurants are there? Asking that question, Google took me to a great website loaded with statistical data starting with an estimated 750,000 restaurants in the United States. Webstaurantstore.com was loaded with great information. I was able to dig a lot deeper into the potential demand for photography. For example, in the U.S. survey data showed that 77% of consumers check out a restaurant's website before ordering online, and 82% of American restaurants use social media marketing. Need a little support to build your skills in food photography? I pulled links for two great books on food photography by two artists who I deeply respect, Andrew Scrivani and Joe Glyda. Plus, there are forty-three articles on the Playpod blog about food photography. One of them by my good pal Bob Coates. Just click any of the thumbnails below for more information. Outdoor Displays at Restaurants: One more ingredient to build a relationship with more restaurants is the finished product you might offer. For all those outdoor popup cafes that desperately need to raise the bar on their ambiance, you need a product that will hold up outside. I'm a huge fan of BayPhoto's Performance EXT metal prints. We've had three of them outside for several years and only taken them in during hurricanes. They've survived the Florida sun and rain with no visible fading. Here's my point - everyone is looking for ways to grow their business. For most of you, restaurants represent a new target audience for food photography, as well as interior and exterior decorating. And think about other clients for outdoor displays of photographs. Just about every client has a back porch or patio - photographs displayed outdoors make an exciting statement. From our own experience, I know how the prints we have outside always become conversation pieces. If you're weak in food photography, it's time to raise the bar and expand your skills - you'll find so much help online, and even better, check out the courses available at the next conference you attend. You need the right skill set for outdoor displays, online and in-restaurant photographs. Remember, growth only occurs outside your comfort zone. "You will either step forward into growth or you will step back into safety." Abraham Maslow (I know not all of you are based in the US, but there's so much data available and this is just one blog post. There are an estimated 15 million restaurants in the world. Search Google with your own local-related questions and you'll hit a virtual goldmine of information.)
Life is short, live it. Love is rare, grab it. Anger is bad, dump it. Fear is awful, face it. Memories are sweet, cherish them. Unknown. by Skip Cohen
Sunday Morning Reflections are rarely about business. After writing about marketing and business all week, it's therapeutic to just sit down and share whatever's on my mind. It's my time to share something I appreciate about life and hope you do as well. I ran across the quote above in a post I shared at least ten years ago. There's nothing I want to add except... we all waste too much time on things that don't matter. Wishing everybody a day ahead to have time with the people you love the most. Create new memories, or kick back and appreciate the old ones. You're not wasting time with short looks in your rearview mirror - they help remind you of where you've been and where you're headed on life's journey. Happy Sunday...or Monday if you're on the other side of the world. by Skip Cohen
It's September, and business is ramping up as we approach the strongest stretch of seasonality in imaging. There is so much you should be doing RIGHT NOW. Make sure the seasonality of the holidays doesn't slip by because of your complacency, which has become typical for those of you who think procrastination is a strategy. 1. Holiday Cards: Too many of you still miss the opportunity to send out a holiday card featuring your photography. There are two different audiences to consider. First is your personal card to friends, clients, and associates. This is one of the easiest marketing opportunities in business—it has one of your photographs on the front, a message from you on the inside and on the back, your logo, and contact information. Second is holiday cards for your clients. Whether a printed card or a video card you produce, nothing happens if you don't plant the seeds of ideas with your audience. 2. Gifts for Key Vendors and Clients: Consider who's helped you the most over the past year. Now is the time to recognize that wedding planner, florist, etc., who sent you some great referrals. A simple basket of goodies or bottle of wine to acknowledge your appreciation might be just the thing to say "Thanks!" 3. Is it time for your own marketing video? You don't have to wait until January to start a new year. How about reaching more clients NOW? I'm a big fan of marketing videos showing a photographer's work with images and short video clips put to music and shared on your website and About page. Think about the narrative for a short video - the concept is about you sharing your personality and love for the craft. 4. New Products for Your Audience: All it takes is a call to your lab and one question, "What's new?" Also, just because products like canvas prints are old to us doesn't mean a beautiful canvas print isn't going to be cherished by a client. Then there's everything else your lab can do today with new materials, and your target audience knows very little about what's available! 5. Partnerships: Every business faces the same challenges in funding promotional efforts. But, a photographer teaming up with a florist and a venue, for example, means your cost to promote your business is reduced to a third of what it would be if you flew solo. Another great thing about partnerships is how each partner becomes an ambassador for the other companies involved. Look for ways to share the cost of delivering a message and, at the same time, cross-promote products within the partnership. 6. Content for Your Blog: Develop content about gift ideas using photography this holiday season. It's like "Subliminal Man" on the old SNL show. It's up to you to get your audience thinking about the perfect gifts, especially for the more senior family members - nothing beats a new family portrait for Grandma! If you're not posting on your blog at least twice a week, shut it down! It's not doing enough to help you build a consistent awareness with your readership. Build a stash of posts you can use for content over the months ahead - short 200-300 word posts that help your readers become better photographers, for example. 7. Community Involvement: Community events are everywhere! Here's another opportunity for you to be involved. If you want your community to be good to you, well, you've got to be good to your community. Look for ways to help spread the word about events in your community. Everyone needs all the help they can get, and your blog is just the vehicle to provide additional support. We still have a couple of months for you to get through the noise and spark some ideas with your target audience. There are so many opportunities for a strong finish to 2024, but getting the word out is all up to you. You snooze, you lose! |
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