The Biz of Photography - Feeling Like Deer in Your Headlights?

Obstacles don't have to stop you.
​If you run into a wall, don't turn around and give up.
Figure out how to climb it, go through it, or work around it.
Michael Jordan

by Skip Cohen
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We're all dealing with a giant obstacle right now - the pandemic. I'm not talking about the fear of Covid-19, but the challenges in dealing with everyone's opinion. Suddenly we're buried in medical experts, with so many people in social media recently getting their junior medical degree. I put up two posts on Facebook over the last couple of weeks, only to take them down in less than 24 hours, as they became platforms for people to share their "truth," politics, racism, and even religion. If there was a way to get off track, they did it. 

I see the most significant obstacle as being analysis paralysis as too many business owners are looking like a deer in your headlights! None of us know what to believe anymore regarding the virus. However, the one common denominator is every artist questioning the best ways to start getting business back on track. 

This isn't meant to be a long, drawn-out "how-to" post this morning, just plant a few seeds to get you to start taking action:
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• Your Skill Set: Grab a pen and paper and make two columns - your strengths and weaknesses in imaging. Even Joe McNally talked early on in the pandemic about using this time to expand his skills and learn Final Cut Pro.
• What's On Your Weak List? Whatever skills you're lacking, start with YouTube. You'll find virtually every aspect of imaging technique in online videos. In lighting, for example, check out Bobbi Lane, who just did an online program this past week; Tony Corbell, who's always got something to share, Jay P. Morgan has tips on The Slanted Lens, and then visit the manufacturer's channels like Profoto's and Westcott's. From YouTube move to the websites of educators you respect, then to websites like Photofocus.com which is loaded with great how-to content.
• Maintaining Relationships: Pick up the phone and call at least ten of your past clients each week. You don't need to pitch anything - just find out how they're doing in the pandemic.
• Be the Expert: Everyone in your community is stuck at home, but that doesn't mean they don't still have memories to capture. Be the photographic expert and use your blog to help Mom and Dad take better photographs, even if it's just with their cellphones. Share blog posts about posing, lighting, depth of field, composition, and things you know how to do and take for granted.
• Build a Stash: Your website is about what you sell, your blog is about what's in your heart. Both carry so much weight in building your brand now - so start writing posts for your blog that show your expertise and give people ideas of things to do with their photography.
• Use Your Archives: You've all got images in your archives of value to clients or make a point in a blog post theme. 
• Call Your Lab: It's an easy question to ask, "What's new?" Look for creative ideas you can share with your clients of things to do with their past photographs.
• Physical Distancing: You can still be safe capturing new images. Listen to your clients concerns and then demonstrate you share their concerns for health safety, but still have the ability to capture great images.
• Do a Marketing Video: How are you telling your story? Most of you have About pages that could put a rock to sleep. Let's spice them up with a 60-90 second video showing your work, narrated by you, and talking about how much you love photography and why.
• Online Portraiture: I've shared this so many times already, but check out J.P. Elario's online Portraiture using Facetime.
• Be a Family Historian: No need to write more about it - just read this past post.

Here's the bottom line - you're the only one who can impact rebuilding your business, but it takes focus. You know how to hold focus with your camera, and now it's time to take an intense look at your business. Everything has changed because of the pandemic, but that doesn't mean business isn't out there!