The Road to Seasonality - Part XI : Attitude, Aptitude, Altitude

If only our frustrations and mindset could be changed with the turn of a dial!

Your attitude, not your aptitude, will determine your altitude.
Zig Ziglar 

by Skip Cohen

I started this series a couple of months back to help you think through things you could be doing in advance to help make this one of your best holiday seasons on record. But there's one last component that's critical and trumps everything you do in terms of marketing, brand-building, and promotion - your ATTITUDE!

The last two years have been the toughest ever for every business, especially in the imaging world. Nevertheless, I'm hearing great stories from all over the industry about new business coming through, and several photographers are tracking to some of the best sales they've ever seen for the holidays.

When I was in junior high school, the basketball coach had a sign in his office, much like the Zig Ziglar quote above:

Winning is 80% motivation and only 20% skill!

​Well, we're coming down to the wire, but there's still time to capture and create more business for 2021, and it all starts with your attitude.  Here's a hit list of questions and suggestions to consider:

• Are you offering exciting products that appeal to your audience? If you're not there yet, call your lab and ask, "What's new?"
• Are you taking full advantage of everyone's special offers? For example, Marathon Press has their BOGO promotion going on for holiday cards. That decreases your cost per card by 50% and adds to your bottom-line margins.
• When you answer your phone, are you smiling? Yes, there's a difference, and it comes out in the tone of your voice. Be upbeat, positive, and helpful.
• When contacted for the price of a product, like prints, for example, ask qualifying questions. How many? What size? Do they need any special retouching or restoration? Do they know about the holiday specials you're offering? This is MacDonald's 101 - "Would you like fries with that?"
• Is working with you a great experience? If you follow Tim and Beverly Walden, then you know their feelings about a portrait session. It's not just about creating a new family heirloom but an experience for the client.
• Are you being active in your community? From directly volunteering to sharing information about upcoming community events on your blog, Facebook, Instagram etc. you can become more than just another retailer in the area.
• Own Your Zip Code: Are you out knocking on doors and meeting every business in your community? Position yourself as the expert resource for everything with photography/imaging. 
• Have you made up your list of those exceptional people/companies who have helped you stay in business and build your brand? Whether taking them to lunch, or sending a basket or flower arrangement everybody has at least 2-3 special people who have helped you along the way.
• Build content on your blog about improving your readers' photography. From storytelling tips to help with things like posing, composition, and exposure - they need to be reminded you're the expert.
• Teach a community class on the basics - help your clients raise the bar on the images they'll be capturing through the holidays!​

I'm not minimizing how tough it's been for so many of you this last year, but with the renewed sense of family coming out of the pandemic, there's an opportunity for you to finish the year strong! So don't let complacency drag you down.

Remember, you can't create images that tug at people's heartstrings, if your own heart isn't in it!  And, if you're overwhelmed and just don't know what you can still do - then you know where to find me!