We Can't Stop the Madness, But We Can Deal With It!

by Skip Cohen

Over the last few weeks, I've repeatedly thought about writing today's post. I've avoided the topic because I honestly didn't want to contribute to what we're all dealing with already. Sheila and I fast forward past the news that adds nothing to our lives. It used to be anything political; now it's the stories about the virus. We've got World News down to a 7-minute watch!  

The truth is, the world has gone mad. I'm not suggesting that Covid-19 isn't serious. Still, as I watched dozens of people at Costco loading their cars with cases of water, toilet paper, and paper towels I couldn't help but wonder what's going through their minds as they attack their fears with the same concern as a class 5 hurricane!

While I'd love to share my frustration with the media, politicians, and those at the forefront of the pandemic - my concern in this post is focused strictly on the business of photography. 

Yesterday I got a call from my good buddy Jared Burns. He's in Seattle, essentially at "Ground Zero" for the US and the virus. The business has dried up - weddings and events are gone, and even family portraiture is a challenge. Fear has taken over the country and Jared's in the front row.

Well, he had a brilliant idea - getting a group of photographers together for a panel discussion of what to do through the pain of this horrible down-time. The seasonality of the business of photography has moved, and it's global - there isn't a place on the planet that isn't feeling the pain.

I've known Jared going back to one of my early "Skip's Summer School" programs, and I've watched him grow as an artist and a business-owner - right into going full-time into photography. And besides having respect for his skills as a photographer, manager, Dad, and husband - his approach is always the same: he's always searching for better solutions.

So, think about what we do know at the moment about the business:

• Things aren't going to change until reports start to show the virus slowing down.
• We know the virus doesn't survive in warm weather - above 80 degrees (At least that the consensus of what we've been told!)
• More than likely, we've got the next two months the economy and the pandemic will force us to hunker down and find something else to do.

I don't have a lot of answers, although there are some obvious things every photographer could be doing now:

• This is a time to fine-tune your skillset. Take advantage of the unplanned stop in business flow to practice and expand your skills. For example, if you're a "natural light specialist," then now's the time to learn lighting! And if you're a wedding photographer, how about fine-tuning your skills in macro and closeup work for better ring shots, flowers and details.
• Think through your marketing plans for the year ahead. Business has evaporated for the moment, but not forever! Most of you have been doing the same old thing for years, and it's time to change. 
• Look for partnerships with other vendors and photographers in your community. Now's a great time to talk with other businesses and see what you can do together in the future.
• Clean up your database. While many of you claim to have everyone neatly stored in your computer, your organizational skills, when it comes to your clients, is one step above storage in a shoebox!
• And speaking of databases - I was talking to "Dr. T" from Platypod and he suggested: for wedding photographers, go back to your database and come up with an offer for your past clients. Let them know your wedding business is down and offer to do a family portrait. As you think about the idea, call your lab and find out what's new and come up with some exciting products to offer.
• Clean up your website! Your galleries need updating and more than likely your bio and other pages too.
• Build a stash of blog posts. Remember, for most of you, the target is Mom. She's feeling the same stress you are right now. She's lost all her personal time as the kids get sent home from school for a month or more of online education! So, what can you do to help her?
• Establish yourself as the online photography expert in the community. How about helping Mom and the kids become better photographers?
• Explore cyberspace - from YouTube to Lynda.com, Creative Live, and a host of online educational programs, including just about every photographer you admire, there are thousands of programs for you to watch.

Jared and a bunch of us are going to meet online on Wednesday night at 7:00 pm EST to talk about the challenges in photography. I can't catch Jared right now because of the time difference, but I'll share the link for anyone who wants to join us right here later this today. If you've got an interest, just type, "Count me in" in the comment section below so we know who's got an interest in joining us.

Just to wrap up this post, Sheila, has this quote framed and on a wall of our home where I see it every day. I can't think of a better thought to close with. You've got to have faith in things changing for the better...

Faith...
is being sure of what you hope for
and certain of what you do not see.*