Intro by Skip Cohen

Over the years, I've read some pretty horrible promotional copy all written by photographers who I know were passionate about what they were trying to say. Sadly, passion in itself isn't a communication skill.  One photographer, who I've known for years, I offered to proof read anything he wrote if he just promised NEVER to send anything out by himself again.

I found this post in Marathon's archives from my good pal, Mark Weber; it couldn't be more timely as many of you start to plan your fall and holiday promotions. I love the points Mark hits but want to expand on one key area, which many of you ignore.

Too often small businesses, especially photographers, create short-term promotions that are knee-jerk reactions to a drop in business. It's not a perfect world, and there are times when there are no other options. However, the more planning you can put into a promotion the more potential it has to be a home-run.

So, before you start writing up a special promotion, spend some time thinking about what you want it to do for your business. Obviously you're trying to increase revenue, but just increasing gross sales if you don't have control of your expenses means virtually nothing. Just answer one question before every promotion: "What do I want to accomplish?"

by Mark Weber, M.Photog.Cr, Cr., MEI, CPP

When it comes to writing copy, most people freeze up because they are not born copywriters. As photographers, our words come through a visual media instead. So where do you start?  Let’s take a look at the key elements for successful back copy and break them down.

Attention-getting Headline
Everything starts with a great headline. You need to grab your potential customer’s attention. Look at magazines at the checkout counter in the grocery store. Have you ever noticed what they use to get your attention? Look on the internet at Yahoo News for another good example of attention-getting headlines. Just make sure your headline is relevant to the over-all content!

Offer
Be specific with this. Tell people what they are buying and what their investment will be. Sell only one thing at a time since too many choices can confuse the customer.

Show the Value
How much are they saving? If it’s an extreme savings, you may want to avoid listing the amount since it can have a reverse effect. People may see the discount on the offer and think that it’s too good to be true or that they won’t be able to afford your regular prices.

Quick Description
You don’t have to say too much in the body of the description. A brief paragraph or bullet points that describe the session or services is all you need. If possible, add information about what makes your studio unique. Just be sure to keep it brief.

Use Your Website to Say More
Add the extra copy you wanted to include on your printed piece to your website. You can go into greater detail and use it to support your message.

Phone Number
You want people to pick up the phone and call and that’s exactly what your material should inspire them to do. Make your number easy to see and read.

Deadline
Create a sense of urgency by setting a deadline for 30 days after the offer is sent out. Your  ustomers will want to call right away to take advantage of the special offer.

Bonus
You can create additional incentive to schedule early by offering a special bonus. For example, “10 Holiday Cards free with the purchase of 20 cards when you call by October 20th” or “Be one of the first 5 people to book your appointment and receive 10 free Holiday Cards with your order of 20 cards”. Always tie the bonus with a purchase, don’t just give it away for free.

I just came back from attending my first MAP Getaway and have shared a couple of posts about the event. MAP (Marketing Advantage Program) is your key to getting the help you need to create exciting promotions and help build your brand, revenue and business. Find out more with a click of you mouse below.

Note: While this is also my featured blog post today, I decided it also belongs here in the Marathon Center. It's an amazing program and so many of you would benefit by being involved.


Virtually every post I share, at least the ones I write directly, are about marketing. Just as many of you have your favorite subjects to photograph, I have my favorite marketing applications to talk about. Well, here's one this morning that I'm betting most of you don't know about, MAP.

The program was created by Marathon Press six years ago and this past week I attended their MAP Getaway. MAP stands for Marketing Advantage Program, but it's so much more than just marketing in the way most of us use the word. 

Essentially the program is an almost all inclusive coaching program to help you create buzz for your business. It starts with being assigned a personal facilitator who's going to set you up with a monthly conference call to discuss each aspect of your business, but that's only the basic minimum. Most of the MAP members I talked with speak with their facilitator 2-3 times a month.

I did a series of video interviews during the week with attendees, and many of them talked about how their facilitator keeps them focused. The facilitator calls them at the scheduled time each month or more often if necessary always following up on various tasks that need completion.

The best explanation of the program is the way so many members describe their relationship with Marathon's staff. One member told me, "My facilitator is part of my staff. I don't have the time or discipline to stay on top of marketing and run my business. She keeps me on target."

I don't think there's another program like this in professional photography. Being in the MAP program involves a monthly fee that then gives you access to all of Marathon's creative team, plus substantial discounts on virtually all of Marathon's printed products. From your personal facilitator to design and creative talent to helping you with everything from business cards to promotional offers, brochures, and mailings, everything under the umbrella of marketing is covered.

I know this post today sounds like an infomercial, but if you know my reputation, you also know I don't write about anything I don't believe in. I've talked with so many of you who are struggling to stay on point with efforts to build your business. The MAP program gives you the support you need, but even better, it expands your staff so that no matter how big or small your business might be, you have a marketing department and a plan.

You wouldn't just jump into your car and drive across the country without a road map or GPS would you? Well, why you run your business without having a specific idea of where you wanted to go.

Check it out and call Marathon today, 800-228-0629. If nothing else, at least find out what you're missing and how MAP can help you raise the bar on your efficiency, brand awareness, reach, and profitability.

Intro by Skip Cohen

Almost two years ago Mark Weber wrote this post, which I found in Marathon's archives. I wanted to share his story about Dr. Tom Osborne, former football coach for the University of Nebraska, because it's about mentoring. I especially liked Dr. Tom's quote, which Mark included in the post.

All of us, especially if you've got a few years invested in our industry, have the ability to be a mentor. It doesn't mean a huge formal commitment of time. It's about being helpful, whenever you can, to less experienced photographers trying to start their business. It's about helping them learn from your mistakes, so their journey becomes even more efficient.

I know this sounds a little sappy, but I've worked with Marathon on different projects for at least the last twenty years. They have a mentoring mentality, always looking for ways they can help you raise the bar on your business and make you a stronger photographer and business owner. Yes, they're a business entity and need to be profitable to stay in business, just like all of us.  However, over and over again I've seen their staff go that extra step to help a photographer, often when there's absolutely nothing directly related to Marathon.

If you'd like to put them to the test yourself, the next time you're at a convention where Marathon is exhibiting, wander into the booth and introduce yourself. They're a pretty remarkable company with a never-ending quest to help make your business stronger! You'll never be disappointed.

by Mark Weber, M.Photog.Cr, M.Artist, CPP

We all have a mentor or would like to have one. Many of us, as photographers, can name a few of our favorite mentors who influenced us greatly as we developed our skills early on. Someone who changed the course of our photography for the better and someone who influenced us and made us the person we are today.

Why am I talking about mentors?  We recently had a visit here at Marathon from none other than Dr. Tom Osborne, former football coach for the University of Nebraska. Dr. Tom started a mentoring program in 1991 called TeamMates. The goal behind the program is to provide young people support, friendship and a positive example. TeamMates Mentors want to help young people reach their full potential.

Dr. Tom spoke about the people in his life who influenced him greatly. People like his grandfather and father, who had provided meaningful advice and listened to his thoughts and concerns growing up. He shared that, 

“In life you can earn money, and buy and own things, but when you leave this earth, those things go away. However, when you mentor someone, the impact gets passed down through generations. It effects people for a life and often continues to influence future generations”.

TeamMates recognizes young people need guidance in setting and achieving their goals. Statistics show young people with mentors have greater engagement with their school. Their peer and parent relationships improve and resistance to the pressures of drug and alcohol use. Students increase their grades, attendance and behavior, and most importantly, their sense of hope. Here is the link find out more – http://teammates.org.

The greatest gift you can give people is your time. Time to just talk and provide encouragement. It doesn’t take that much time, with TeamMates it’s just an hour a week. We often get so hung up on gifts needing to be materialistic. We forget the greatest memories are those that involve something as simple as a friendly conversation.  

So, what are you doing to be a mentor in someone’s life? As a parent, you are already a mentor, it’s built in. Maybe your kids are older now and you have the ability and desire to help someone needing a role model? What about in our industry? Mentoring other new photographers? Do you have time to do more, be more?  

Intro By Skip Cohen

In addition to being a good buddy, Lori Nordstrom does an amazing job in building relationships with her clients. In this guest post from Marathon's archives, Lori takes you through some of the steps to make every client relationship an experience. It's all about relationship building and making your clients feel like they're the most important subject you're photographed.

There's an incredible amount in the Marathon's archives - all worth taking the time to read and supported by some of the most talented artists and business owners in photography today!

by Lori Nordstrom :: www.phototalkforum.com

From the very first phone call, it is important to begin building a relationship with your client. Let the client hear the smile in your voice. Ask lots of questions and be sincere in getting to know your client. Ask for details about their children and their family. Ask how they found out about you and use that common ground for asking more questions. If they found you through a friend let them know how much you enjoy their friend and maybe tell briefly about a special moment you shared with their friend. Ask how they met and begin a conversation. Get to know them! If they found you through a display or through a business you are networking with, talk a little about that business. Be warm and friendly first.

During the first call find out about the person’s home and how they will be decorating with their portrait art. This is groundwork for sales and also adding value to your service. Identify your client’s needs and motives by asking who you will be photographing and finding out if the photographs are to celebrate a special event or stage in life.

Set up a session time, giving a choice of two times. For example, “We have Tuesday at eleven, or Thursday at one. Which would be better for you?” If neither works, offer a third time and stay in control of your schedule instead of letting your new client tell you what is best. After booking the session, ask “how would you like to pay for that?”. Let them know that prepaid sessions are a benefit to them, as it will allow you to set the time aside especially for them. If they aren’t prepared to pay right at that moment, let them know you will be able to hold their spot for them as soon as they give you a call back with their method of payment.

Tell your new client a little about what will happen next. I have found this line to be a good starter for explaining how the session and viewing appointment will go: “Let me tell you a little about what will happen next,” sets the tone for something important to be said. It helps your client to stop and listen, and gives them a chance to ask questions if they have them.

Talk to your client about the session, a bit about what to wear and what to expect. This is a great time to talk about your uniqueness (ex. “I just love children and can’t’ wait to meet yours! We have toys and snacks here to make sure they are really comfortable while they’re here”, and then let them know when and how you will be showing them their images. Ask them, “Have you thought about where you will hang your portraits?”. In most cases, the answer is “no”. 

It’s our job to help clients think about where they will be hanging their wall portraits and groupings so that we can help them design their space. Let them know that you really care about them and their decisions and want to help them with the best presentation of their images. Ask about colors and the style of their decor. As your client explains to you more about their space, they will begin designing with you. When this happens, your job in the sales room becomes much easier and more streamlined. Your client will feel more comfortable because she has already begun to take ownership in her mind.

After the first phone call, write your client a note letting her know how much you enjoyed talking with her and make a comment about something you spoke about. Your note should be very warm and personal like the example below:

Dear Sara,

It was so nice to talk to you today! Congratulations again on your new little one. I just love the name Graham, and it’s so neat that you used your maiden name as his middle name. He will
love that growing up. I would love to incorporate that story into a book for you. What a keepsake!

Don’t forget to take a snapshot of Graham’s room and email it to me. If you don’t have time to email it, just bring in your camera or camera card and we’ll take care of it for you. Having a photo of Graham’s nursery will be a huge help as you are choosing images and frames for his room. You must be so excited to decorate with images of your wonderful new baby!

I’m really looking forward to meeting you both!