Photographers - Do You Know Your Target?

by Skip Cohen

If there's a Lori Nordstrom fan club out there, then I'm declaring myself the "Prez", and I know I'll have to fight it out with more than just a few of you.  Besides being one of the industry's most talented artists, Lori's outrageously savvy when it comes to her marketing. Even better is her willingness to share her "secrets."

Wandering through Marathon's archives I found this post from Lori a few months ago. It's right on point and hits on a serious challenge so many of you have with your marketing material. Too often you shotgun the market with a philosophy that, like duck-hunting, you just need to point in the right direction and you're bound to hit something.

Lori's guest post starts out with:

Have you ever been to an archery shoot and watched the painstaking steps an archer follows before releasing his or her arrow? Carefully, the three fingers of one hand are hooked into a strong “claw” that draws back the string until it is taut and even with the chin. With his or her other arm the archer steadily stretches the bow, pivoting the wrist slightly to keep the arrow in place. Eyes locked in concentration, the archer sights down the shaft of the arrow to the target, looking straight at the bulls eye and nothing else. Can you imagine the archer at that point, when everything is in place for making a perfect shot? Just pointing the bow and arrow off in some random direction and letting the arrow fly, hoping it might hit the target somehow? Ludicrous as this picture seems, that is exactly what we do with all our efforts to build our business when we move forward without identifying our target client.  Read more...

Check out Lori's post and then spend some time in Marathon's Blog. It's loaded with terrific information all designed to help you increase revenue, efficiency and help make 2016 your best year ever!