The Road to Seasonality - Part V

A goal is just a dream with a deadline!
Drake

by Skip Cohen

​The one thing we can never change is time. We can't slow it down. We can't speed it up. We never have enough of it - but right now, when it comes to preparing for the seasonality of the fourth quarter of 2021 - you DO have the time.

Most of us fly by the seat of our pants. We're reactionary and respond accordingly to whatever good ideas and, too often, bad ones come our way. Then when an idea doesn't produce the results we hoped for, we withdraw until we regain the confidence to try again.

Okay, enough of the philosophical side of trying to run a business at a time when the world is upside down! Let's go straight to the "brass tacks" of whatever it's going to take to make you smile about your business at the end of the year! I'm assuming everybody wants to regain a firmer footing in their business during the next few months - so, there's the goal and that dream with a deadline. Start with thinking through what you want to offer to your clients.

• Holiday Cards: There are two sides to this - first, there are cards for your clients. It starts with you as their photographer planting the seed for the idea. Second, there's your personal card - and to have an impact, get it out early. Use one of your photographs, and on the back of the card, just like the Hallmark logo, share your contact information. (And keep an eye on Marathon Press - they usually do a BOGO offer on holiday cards, which will give you the potential to lower your cost and increase revenue!)

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• Video Cards: It's a great product to offer your clients. A video holiday card should be part of your ongoing services. Here's one of my favorites from Suzette Allen's stash on YouTube. And while it's a little dated, the concept couldn't be more fun or memorable for the clients. "Expecting Teddy" is with a maternity theme and gives you another application outside the holiday theme. I'm just trying to provide you with ideas - because there's no limit to things you could be doing this year to get your clients excited. Remember what I've quoted numerous times from Bev and Tim Walden - "You're not selling a portrait session, but an experience!"

• Outdoor Metal Prints: All it takes is a call to your lab and one question, "What's new?" The pandemic hasn't slowed down technology, and I've repeatedly written about ​Bay Photo's Performance EXT Metal Prints for outdoor display. 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!

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• Video stories from the past: "My Journey" is an award-winning program offered by the Senior Friendship Centers here in Sarasota. They provide senior citizens the opportunity to record chapters of their lives as a gift for their families. Think about the challenges of the last year and the importance of sharing those stories from the past. Now, add in your skillset as a photographer and offer a product like this to your clients. It's something I didn't do when my folks were alive, and now, I've got so many regrets for not documenting those special moments. This is a component for this year's holiday package that you can turn into reality.

Here's my point - last year's holiday season was one of the toughest ever. We were all dealing with the unknown and the challenges created by the pandemic. And while we're still faced with so many challenges, there's never been a greater sense of family. 

As a photographer, videographer, and artist you've got the skillset to offer your clients great ideas tying in your skills with their families and friends. It all starts with you, and while I hate the expression, "you snooze you lose." 

And if you're stuck for ideas, you know where to find me and I'm serious, I'm happy to try and help.