Procrastination is NOT a Skill Set

Procrastination is the art of keeping up with yesterday.
Don Marquis

Image copyright Davidson & Company

While most of this post is from the SCU archives and shared over three years ago - it's so relevant today.

We're halfway through the "slow season," and there are still many of you who are re-enacting the 1806 fairy tale about the shoemaker and the elves. You've turned procrastination into an art form. You're acting like the elves are going to come in while you're sleeping. There's no need for you to do anything because they'll clean up your website, your blog, start building relationships and even write up a few promotional ideas for the year ahead.

Well, the only elf around to help you is the face you see in the mirror each morning. The good news is you've still got time to reinforce the foundation of your business for 2022 before things start to pick up. But, if you're not ready then it's going to be a you-snooze-you-lose scenario. 

You know how to focus your camera - now it's time to focus your  business and goals for the year. In short, time to pull your head out of your... 
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• What do you want 2022 to look like? The best thing about this industry is how fluid things can be and often easily changed. Right now, following all the challenges of the pandemic, you've got a clean slate. Things are different today with a renewed sense of families and opportunities for leadership everywhere. And every business needs help, making it a perfect time to look for partnerships with other vendors in your community targeting similar demographics. 
• Who's your primary target audience? So many of you have websites that are confusing, especially with your galleries. For example, you're sharing galleries that have no connection to each other. As an example, you might be mixing wildlife and landscape with wedding or portraiture. Having different interests outside your core specialty is essential, but don't confuse visitors to your website. You've got to take the time to think through who your target audience is and see the world through their eyes.
• Do you have the skill set you need? Most of you are answering "Yes," because you think I'm referring to your technical skills in photography, but what about writing, marketing, and relationship building? For example, if you hate to write, but you're trying to maintain a blog, then find help who likes to write.  
• Do you need new gear? Take the time to analyze what's missing in your equipment. Sales for most of the hardware manufacturers were slow last year and there are some great deals out there. There's also a lot of great equipment on the used market. Not everything you buy has to be brand new!
• Are you proud of your website? Be honest with yourself. When you visit your site, do you like what you see? Is it easy to navigate? Does it engage a viewer or scare them away? Is visiting your site an experience? It should be like visiting your favorite retail store.
• Are you active in social media? From your blog to Facebook, Twitter, Instagram, etc. you need to be visible. But that doesn't mean arguing with trolls in photographer forums, but sharing content where your target audience is hanging out. Pay attention to the demographics you're trying to hit - think about what they want to read and know about.
• Do you own your own zip code? It's one of the best pieces of advice I ever heard my buddy Scott Bourne share with a group of photographers! It might seem old-fashion, but at a time where success is based on relationship building, pounding the pavement has never been more valuable. You need to know every business in your community and even more important they need to know you.

No one blog post could ever cover everything you need to build a solid foundation for the year ahead. Every business is different, and if the seven ideas I just shared don't apply to you, take the time to be honest with yourself about what you're missing.  

As I've written so many times before, you can't create images that tug at people's heartstrings if your own heart isn't in it! There are no "focus fairies." You've got to take the time to focus on your business for the new year - you're the only one who knows what it's going to take to exceed client expectations and make yourself habit-forming!

And, last but not least, you know where to find me if you're stuck and need some help!

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​About one of my favorite images: Having spent my life in the photographic industry I try to always be sensitive to copyright issues. It was over twenty years ago I first saw the photo above of the guy with his head up his butt. Three years ago when I decided it was perfect to make a point I decided it was time I researched who owned it. 

There's nothing you can't find through Google and the company owning the copyright is Davidson & Company out of Atlanta. It took a little explaining to one of their staff, who started out having no idea what I was talking about. Think about it how it sounded answering the phone and hearing, "I'm trying to track down the company who owns the right to the shot of a guy with his head up his butt. Are you the Davidson & Company who owns it?"

A few minutes later I was on the phone with Ken Davidson and not only did he give me the okay to use it, but he shared a little of the backstory which adds to my appreciation for the journey so many of us have been on in this industry. The image was a conventional image, shot on film and manipulated with conventional retouching. It was created for a commercial client in the late 80's!

A BIG thanks to Ken for allowing me to use the image, which he described as one of the most ripped off shots in photography!