by Skip Cohen At least thirty years ago, I had the honor of presenting Bev Walden with a Hasselblad when she won a Kodak Gallery Award. It was a fantastic moment because her work was incredible, and the award was so well deserved. That first meeting became the foundation for a terrific friendship based on my respect for Bev and Tim Walden as artists, marketing experts, and incredibly passionate photographers. They're simply great people...and educators. Bev recently emailed me about two programs they have coming up on June 3 and June 10. Both should be no-brainers, regardless of your specialty. Following the two of them over the years, I've learned so much, especially how they look at a portrait. I remember Tim talking about the final "product." It's not a portrait but a family heirloom to be handed down to future generations. And it's not just the finished quality of the print but the experience! There are two not-so-secret ingredients to Bev and Tim Walden's success and reputation: their passion for the craft and their quest for the ultimate quality every time they click the shutter. From babies to families to seniors, to black-and-white vs. color, each portrait is unique, continuing to build the Walden brand as one of the finest portrait studios in imaging! Check out both of these programs coming up. Click on each program for more information. And nothing beats the value of great education when there's also a discount when you bundle both classes.
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by Skip Cohen
It's Marketing Monday, and I'll admit I'm pushing the envelope with the title tied to a Commodores song with Lionel Richie, but here's my point. For any level of recall by consumers, you have to hit them multiple times with any message. While this post is focused on Marathon's Power of 3 programs, pay attention to the concept. It applies to so many different things you're doing to increase top-of-mind awareness with your target audience. For example, here's the Power of 3 mailing for senior photographers to use:
There's also a fourth level available: For only 96¢ per name, you can add another "last chance" card to let seniors know they must call now or they will miss out. Custom design is an additional $65 for this card. The same program is available for family photographers, and it's the same point—first, you plant the seed of awareness and then follow up with getting your target consumer more and more interested. Throughout the process, your audience becomes more aware of your skillset and abilities to help them capture important memories. Marathon does almost all of the work. They'll help with designing your mailing piece, setting the calendar, following up with you to ensure you stay on the agreed-upon timetable, and even help you maintain exclusivity within your zip code range. I can't think of a better topic this time of year to help you increase business and expand your reach. Many times over the years, I've heard photographers complain about doing a mailing and not getting a very good response - but THEY ONLY DID ONE MAILING! With all the noise in our lives, hitting a consumer one time will never get a good response. Now, apply this to other aspects of your business, especially advertising. You have to build a rapport with your target audience; the only way to do that is by being in front of them multiple times. In addition, think of the Power of 3 if, during the mailing period, you were also using your reach in social media with related information of value. For example, a post using Throwback Thursday to show an old family portrait to remind Mom that it's time for a new one - after all, the kids are growing more and more every day! Yes, this is an infomercial for Marathon, but the Power of 3 applies to so many different aspects of marketing your business! When you change the way you look at things, the things you look at change. Quora by Skip Cohen One of the biggest challenges in owning a business is recognizing when to unplug and take a break. Sometimes, it's nothing more than an hour or two; other times, you need a few hours, days, or even weeks. Well, this past week, Sheila and I decided to go off the grid as much as possible. We wanted to take a short vacation with the pups, so I googled "Best Pet Resorts in Florida," and a place in New Smyrna Beach came up, (Black Dolphin Inn). It was only 200 miles away and perfect for a three-day break. Off the grid for us meant shutting off our phones and email and renewing focus on our little family—just the four of us. I wanted to change our perspective on how we go through each day. No email, no blogging, no social media, and time to simply appreciate our life together. Well, it worked, but another bonus was being on the east coast of Florida. Living in the Sarasota area, we get spectacular sunsets but never a sunrise. It's a very different perspective. Two mornings ago, I woke up early and headed outside before Sheila and the pups were up. The top photograph shows the sun just starting to come up, and the image below is 5-10 minutes later. The bird was purely an accidental bonus, but what a great way to start the day! I still love incredible sunsets, especially since they last longer. But there's something to be said for that stunning ball of red at 6:30 in the morning! Here's my point today: From time to time, you need to change your perspective. In terms of business, stepping away for a few days was the perfect recharge. We've all become so over-focused on social media and being accessible. Most of us remember a day without cell phones—now, we're NEVER without one. I'm not suggesting that if you're in a consumer-driven business, you should randomly pull the plug and not be available. But you can find ways to still have the coverage you want and take a break when needed. And as far as the change of perspective for a sunrise vs a sunset - it's all dependent on your mindset at the time. Had I been working and not on a mini-vacation, I'm not sure I would have taken the time to even look out the window first thing in the morning. I found a great quote below that makes the point far better than I can: When a photographer can't change a scene, he/she changes the angle and lens to capture the best of that scene. Similarly, when you can't change a situation in your life, change your perspective and mindset to get the best out of that situation. Polymath Wishing everybody a terrific weekend, and for all you moms out there - Happy Mother's Day!
by Skip Cohen If you've followed me for even the shortest amount of time, then you already know I don't support any programs, projects, or conferences I don't believe in. And if it's something I believe in business-wise, then it will always be something to help you build your brand, skillset, or revenue. Marathon's BOGO on Grad Cards: I've written a lot about the senior market, especially since the pandemic. Each graduation class for the last few years has had to endure and still grow through some incredible challenges in their education. That makes each year a time to celebrate far beyond what most of us experienced when we were in high school. Grad cards are a way for you to help them in the celebration and the recognition they so deserve. Adding to the benefit of building a stronger client relationship is a 50% off BOGO on top of your ability to design a unique product for each senior. Just click on the banner to the right, and it'll take you to Marathon's program for Seniors. You can also call them at 1-800-228-0629. ClickCon Countdown: Since starting up just a few years ago, ClickCon has grown to be one of my favorite shows. It's at the end of July—the perfect time to fine-tune your plans for the Fall. It's also late enough in the year to help you recharge your battery. It's about energy, creativity, sharing, and the list goes on and on. But what I love most is attendees and speakers have time to mix and learn from each other. New ideas are shared every day at ClickCon. Along with the speakers, the exhibitors represent a unique group of companies—again, all dedicated to helping you grow your skill set and thrive—not just survive. The special $149 registration price only runs until the end of this month. Click on the banner and check out the speaker lineup for the entire conference. And it's in Detroit this year, giving so many of you, in the Midwest especially, the opportunity for minimal travel costs! I shared the quote below in another post a week ago. It's perfect for why I believe so strongly in conferences like this. You can't create images that tug at people's heartstrings if your own heart isn't in them. One way to ensure your passion for the craft is always at its best is to avoid trying to "pour from an empty glass!" I hope to catch up with you at ClickCon! You Can't Pour From an Empty Glass
When you feel like you are running on empty, you are. Trust that, and take a step back. Rest. Heal. Collect yourself. Then reconnect. Only after you have refilled yourself will you be ready to dive back in and take over the world. Cyndie Spiegel by Skip Cohen
It's that time of year. If you haven't cleaned up various aspects of your business as we go into the busy season, you'll never get around to it. While some of the things on my list are clean-up projects, others are necessary to help your business run smoother. As a kid, I remember being told I couldn't play with friends until I cleaned up my room. Later, as an adult, one of my dive buddies was told by his wife he couldn't go on a scuba trip until he cleaned his home office! Somebody reminding us to clean something up seems to follow us throughout life! Today, it's my turn to remind you that it's time to clean up different aspects your business. Or maybe it's outside your office or studio, and it's time to make sure your reservations for an upcoming conference are all set. The list goes on and on, but here are some things to think about:
No single post can include everything, but without any hesitation, ALL of you have something you've put off doing to strengthen your business in 2024. Don't let the year start out with a flat tire! In the same way you'd check everything out on your car if you were making a long road trip, do the same with your business. If you get stuck trying to figure something out, you know where to find me, and I'm happy to help. We're all too close to our own businesses; sometimes, it just takes another set of eyes! by Skip Cohen We all know when our phones are low and need a charge. Yet, we repeatedly fail to recognize when our own batteries are low! Instead, we keep pushing ourselves without taking the time to recharge until we simply hit the wall. Over the years, I've written extensively about the importance of attending every possible conference. Why? You can't push the envelope of creativity to build your brand and business without inspiration. We all go through it, and the stress of growing a business today is unmatched by anything in the past. ClickCon is coming up, and it will be what so many of us need to get energized. I'm honored to be speaking, but look at the company I'm with! It's at the end of July - an ideal time to help you fine-tune your plans for fall and winter seasonality. The speaker lineup makes my point, but go a step further, and here's a side benefit: Attendees and speakers have time to mix and learn from each other. New ideas are shared every day at ClickCon. Along with the speakers, the exhibitors represent a unique group of companies—again, all dedicated to helping you grow your skill set and thrive—not just survive. There's a special presale offer going on right now—just click the banner above. Register and then start following the conversation on the ClickCon Facebook page. There's a lot of excitement coming in the days ahead, and it's all about expanding your skills and helping you be a leader in your community. Remember: You Can't Pour From an Empty Glass When you feel like you are running on empty, you are. Trust that, and take a step back. Rest. Heal. Collect yourself. Then reconnect. Only after you have refilled yourself will you be ready to dive back in and take over the world. Cyndie Spiegel Okay, so "taking over the world" is a little over the top, but with the right tools you can take over your community!
See you at ClickCon! by Skip Cohen
It's Marketing Monday! I want to talk about partnerships but with a specific focus on the upcoming seasonality, using Mother's Day as an example. Mother's Day is loaded with opportunities NOT to fly solo! Let's start with a direct mail piece featuring you, the photographer, a florist, and a local venue. The timing is tight to get something done for this year, but the model works for Father's Day and graduation season. Direct Mail - Informational: Design an oversized postcard to get through the noise. Each partner has their own list of customers, which can be merged and purged of duplicates. That list for the three of you becomes invaluable, but you can also buy lists sorted by zip code with virtually any demographic markers you want to add. Direct Mail—Promotional: It's so easy to cross-promote each partner's expertise with any number of special offers. As the photographer, you can include something of value from the florist and venue when a client signs up for a sitting. The florist and venue would do the same. The special offers would be included on the oversized postcard you've designed. Web Brand Awareness: Each partner needs a banner on the other company's website. This is great for Mother's Day, but it's even better all year long. I've seen photographers list other companies as "preferred vendors" in a sidebar or footer on their web pages. Live Events: There's very little that beats the effectiveness of the three partners together, hosting an "Open House." The ideal location would be the venue, but if a venue isn't in the mix of direct partners, pick a recognized location in your community. You're bringing the community together to get to know each of you, and the goal is to create a little excitement. Sponsorship: A partnership like this is perfect for bringing in additional support from each of the three companies' own list of other businesses they work with. For example, as a photographer, your lab and an album company are ideal to tie into the event. Here's my point—great partnerships are everywhere, but you have to put in the work to make the concept work. Remember, your best marketing tool is relationship building. An effective partnership builds relationships not only with the companies involved but also with members of the community! Stop flying solo! by Skip Cohen If only there was a button you could push to grow your business! There's no button, but there is an outstanding conference coming up to help you achieve your goals. When it comes to building our business, we're all in the same "boat." Everyone is looking for answers to the same kinds of questions: How can I increase business, as well as revenue? I need new customers, but where do I find them? How do I expand my skill set? Am I the only one with this kind of challenge? Who's out there that I could work with to develop a partnership? I need more diversified friends in my network - where can I find them? The list goes on and on, with so many small business owners looking for the solutions. Most of the answers to those questions are all coming up at ClickCon, July 30 - August 2. There are seven solid reasons to make sure you're there with all of us:
And one more critical reason: FUN! It's an important word, so often lost in the stress of business today. But when you're together with a group of like-minded artists with so many of the same goals, you can't help but have fun. "Fun" is the mortar that holds not only education, networking, and relationship building together, but your business! With the two political conventions in the area this year, ClickCon had to make a move out of Chicago. But they stayed true to their core purpose in the location - accessibility. Check out the map - Detroit is a maximum of a 4-5 hour drive for everyone in the circle to the right. I'm a big fan of ClickCon for all the reasons above, but there's one more I cherish - it's about accessibility to the attendees, including the speakers. Big conventions are great, but nothing beats being able to meet other artists and get quality time with the speakers and vendors as well. Don't take my word for it - check out the ClickCon website and then start making plans to join us. It's a great platform with your opportunity for classes, photowalks, meeting educators, vendors, growing your business and best of all recharging your battery for the back half of the year. GET $100 OFF YOUR CONFERENCE PASS (trade show only excluded) when you put "SKIP8586" in the discount code box at registration. Just click on the thumbnail to the right for more info - and join us in July! See you at ClickCon! by Skip Cohen It's Marketing Monday, and as I think through what might be helpful to you, I'm stuck on finding something new... something I haven't written about before. So, with the clock ticking down to Mother's Day, it seems like the perfect time to remind you to stop thinking you have to do everything alone - STOP FLYING SOLO. The upcoming Mother's Day is the perfect example, with so many different opportunities for partnerships to share the cost and expand your reach. With every partnership, you increase your reach and expand the potential for brand awareness for your business. Reach in marketing is the measurement of the size of the audience that has seen your ads or campaign content. Reach measures your actual audience, and marketing reach measures the potential customers a campaign could reach. (Google definition) Potential Partnerships include florists, restaurants, gift shops, spas, travel agents, and salons, just to name a few. The concept is all about reciprocity - you're helping a partner expand their reach, and they're helping you. Even more extensive are the different ways you can promote each other's business. Shared Marketing Costs: This couldn't be simpler. The concept is based on sharing the cost of a direct mail piece. With just two partners, you'll reduce your costs for design, production, and postage by two-thirds. The best example for Mother's Day is working together with a florist and a restaurant in the area specializing in a Mother's Day brunch. You're splitting the cost three ways! Direct Cross-Promotion: You and the one or two partners could offer a bonus, either a discount or something extra when a consumer supports each of you with a purchase. I'm not a fan of discounting, but it's the easiest example: Purchase a special Mother's Day arrangement at the florist and receive __ off on a family portrait. Make an appointment for a portrait sitting and receive __ off an arrangement. Advertising: Social media gives you an amazing opportunity to cross-link to each other's websites with banner ads—your link should be on each partner's website and their links on yours. Over the years, a number of photographers have created an area on their website listed as "Preferred Vendors." Editorial: Each partnership has the potential to soft sell the relationship in blog content, as well as local editorial with a press release to the various publications and major influencers in the community. For example, if you were doing a blog post or short video, you'd expand recognition with a link to the partner/partners in the copy. It's a spin-off of Subliminal Man from SNL many years ago - except you're going to be soft-sell. Here's my point - you snooze you lose! Stop thinking you have to do everything by yourself. Working with partners increases your exposure, each partner becomes an ambassador for the other companies involved, and you decrease costs! “If you want to go fast, go alone, if you want to go far, go together."
Old African Proverb by Skip Cohen If photographing seniors is already part of your business, then you already know we're getting down to the wire to support this important specialty. May and June are the two most popular months for high school graduations, but the revenue benefits happen in two stages—the original sittings for the portraits themselves and, second, happening now, support with products like grad cards. As I've written before, the class of 2024 has had a lot to deal with over their years in high school. Most of them were freshmen when the pandemic hit. Coping with the challenges of being in and out of the classroom is just the tip of the iceberg in their experiences. Think about everything we've all witnessed over the last four years - from school shootings to politics to Mother Nature's wrath around the country, they've been exposed to one crisis after another. Here's my point—if you're already a senior photographer, you've got an opportunity to help them celebrate. And if you're just getting started in this genre, you're in a unique position to take the lead in your community and play a key role in helping them capture more memories. Marathon is helping you with some great tools in the process with their special promotional offer going on right now for grad cards. It's a BOGO with buy one get one at 50% off, and there's no limit on how many cards you can order. That means helping you build more revenue! Yes, this is an infomercial for Marathon, but it's also an aspect of growing the business I believe in for so many of you. The link is through the banner below - but the clock is ticking down, and you don't have much time left... by Skip Cohen
It's a new year, and what everyone thinks of as the "slow season" is over. With Mother's Day, graduations, proms, and Father's Day all just around the corner, Spring seasonality is in full swing. But today's post isn't about seasonality but the diversity of your skill set. For those of you who are struggling as one-trick ponies – it might be time to diversify. Having a primary specialty is excellent, but it's time to grow if that's all you can photograph confidently. Think back to the height of the pandemic – when events were all canceled, people were paranoid about virtually everything – and we all hunkered down. Now, think about your plans if another crisis were to happen, even the most localized event that forced you to change your business model. If you who think I'm being an alarmist - forget about any crisis and just think about how you're going to increase your customer base and revenue. How will you grow your business and, at the same time, insulate yourself from some of the more critical outside challenges? Do you have the skill set to tackle other imaging applications? Here's an excellent example for wedding photographers: Let's assume you photograph nothing but weddings. Sadly, you're missing other opportunities. There are all kinds of statistics about when couples start families. That means, depending on the age of the brides you've photographed, there's a strong potential for maternity and newborn photography in the future. And babies become children, and that opens new doors for family portraiture. Families get pets, which opens another opportunity for pet photography. If you hate the idea of diversity to other genres, then build a relationship with another photographer or two who specialize in subjects you don't. For example, if you hate the idea of maternity and newborn photography, then align yourself with an artist who specializes in those two categories. Build a referral business where you support each other. While the major first-quarter conventions have passed, there are still opportunities for you to grow and diversify. From conferences like ClickCon in late July to educators who teach privately and online programming, there's so much available in every genre. Take the time to take a few classes outside your core specialty. Your goal is to never say, "I'm sorry, I don't do that kind of photography," but to always have a solution for potential clients who contact you. So, if you don't have the skills, the next best thing is to offer a referral to an artist who does. Remember, growth only happens outside your comfort zone. by Skip Cohen Typically, timing is everything, and while it's pushing the envelope for a three-part mailing for Spring seasonality, it's NEVER too late to plant the seed for later in the year. You're all looking for ways to make your business stand out in the community. Competition is fierce, so how can you cut through the noise and attract attention to your role as an artist and the ultimate storyteller? Marathon's Power of 3 marketing for families is a simple and cost-effective way to market to families in your area. Plus, there's ZIP code protection available on the design on a first-come, first-served basis! And if that isn't enough, you've got a starter kit to test drive Marathon's Bella prints with ten complimentary 8x10s! Just click on the banner to the right. I know today's post is an infomercial, but it's for a company I so respect and have worked with for over thirty years. Here's my point: You've worked hard to raise the bar on your skill set and grow your business. But nothing happens without marketing and building relationships with your target audience. Today, you have more tools for capture, post-production, and reach than at any time in the 200+ year history of photography. What good is creating outstanding imaging and establishing yourself as the leading storyteller in the community if people don't know who you are? Direct mail is back with a vengeance and can help you get through the noise and plant ideas for photography with your targeted clients! Marathon's making it so easy - even giving you an opportunity to see the quality of their marketing material and the finished Bella prints! Don't take my word for it - go ahead and call Marathon to find out more at 800-228-0629 or visit their website. If you don't design your own life plan, chances are you'll fall into someone else's plan. And guess what they have planned for you? Not much! Jim Rohn by Skip Cohen It's Marketing Monday, and I saw the quote above and loved it. It makes the point about planning, although I'm going to scale it down a little. It's April 1, and so many artists are still procrastinating about going after spring seasonality. Except for wedding photographers, most of you only have two major stretches of seasonality—the spring and the fall/winter holidays. There's so much you can be doing RIGHT NOW!
Regardless of which events seem to best fit your expertise, there are opportunities for joint mailings and sponsorship. The cost of a direct mail piece drops to 1/3 with just two partners. And remember, pet photography—it's number three in the hierarchy of why people hire a professional photographer! According to Forbes, 66% of US Households have a pet—that's approximately 87 million homes! Here's my point today - procrastination is not a strategy, although we all know people who have made it a skill set! Stop pondering and start taking action. If you don't build your dream someone else will hire you to help build theirs.
Tony Gaskins Customers don’t want to wait. Specifically, they don’t want you to waste their time. If you do make them wait, you risk losing them. Making your customers wait sends the message that you don’t respect them or their time. Shep Hyken by Skip Cohen
One of your best marketing tools for building your business is responding quickly to customer requests. There's no such thing as getting back to a client too soon, and response time is even more important when it's with a potential customer! Here's a great example with two different consumer companies: I called the company that fertilizes our lawn and landscaping. I wanted somebody to come to the house and explain why they don't seem to be doing as good a job as in the past. After two weeks and multiple phone calls, I never heard back, so I went in search of a new company. Around the same time, I contacted our "pest" company, which regularly sprays for roaches, fire ants, etc., which is part of the challenge of living in Florida. All I wanted was an estimated price for mosquito control. It was no big deal; just a ballpark price. They wouldn't do it over the phone and needed to send a manager out to review my property—even though we've been with them for at least ten years at two different homes! There are two issues here:
Here's my point: Years ago, I had a friend who was a residential realtor in Las Vegas; whenever he didn't get the listing, he always made it a point to contact the client and ask why. He always did it in a thoroughly kind and gracious way, "It was great to meet you, and I'm hoping you're comfortable sharing why you didn't choose us. We're always working to improve our business, and if we're missing something, your feedback will help us with future contacts." That's paraphrasing what he'd ask, but close enough to make my point. A big part of the strength of your brand is built on integrity, trust, and good communication. Respond quickly to customer questions. And when you lose a job, don't be afraid to ask what was missing. Everyone knows their strengths—the challenge is understanding and building up your weaknesses! The only thing that hurts more than paying an income tax is not having to pay an income tax. Thomas Dewar by Skip Cohen I run this post almost every year about this time, and it's ALWAYS relevant. So many of you are part-time photographers or relatively new business owners. There are things you've invested in for your career that are forgotten in the last-minute dash to get your taxes done! Too many of you don't pay enough attention to the financial side of your business. It's NOT rocket science! When looking at the cost of doing business, you need to remember all the things you spent money on that might be deductible. I'm not an accountant and don't profess to completely understand tax law, but here are some things to consider. Remember other vendors whose services you use. From your lab to framing and album companies to security systems - if you spent the money on your business it's more than likely deductible. Here's a small list below that hits on things too often forgotten. As you review it, I'm sure you'll find other things I might have missed. People don't know how much they have to be thankful for, until they have to pay taxes on it. Ann Landers I know you're excited over how much you think you make on sales because your lab costs are so low - but what about everything it took to build and maintain your skill set and establish your business? A fine is a tax for doing something wrong. A tax is a fine for doing something right.
Anonymous I am a part of all that I have met. Alfred Lord Tennyson by Skip Cohen I've used the quote above a lot, but usually when talking about somebody who's been a major influence in our lives, and has become a part of us. Well, this is a similar reference, but in this case, it applies to things that influence our creativity—ideas that come from everyday products and events in our lives. The year is 2006, and George Varanakis, then VP of Sales for Rangefinder Publishing, had an idea. He came into my office at Rangefinder and simply said, "Why couldn't we do this?" He held up a copy of Men's Health, which had been paginated in two directions. Reading it one way was Men's Health, and turning it over was a different magazine about fitness. At that point, Rangefinder Magazine was one of the biggest and most respected magazines in photography, but George was always looking for ways for it to grow more. George and I went to talk about it with Bill Hurter, who is, still to this day, one of the very finest editors to have ever been in photography. He passed away many years ago, but his influence is still around, and he was brilliant. We brainstormed for a while, came up with a name, and then pitched it to RF's owner, who was less than thrilled. But we persisted---there is no expiration date on great ideas! At Photo East that year, George and I pitched it to all the major suppliers, most of whom were already advertisers in RF and exhibitors at WPPI. We put together a slide presentation, locked in a conference room at Javits, and scheduled meetings every 30-60 minutes for three days. The response was overwhelming with enough advertisers to make After Capture a reality. The first issue featured a fun image of Lynn Goldsmith's. That's her face on the mannequin on the right above. If you don't know who Lynn is, it's time for her to be on your radar. She recently won a landmark case that went to the Supreme Court on copyright against the Andy Warhol Foundation. Below are two more of my favorite covers! While this could easily have been a Throwback Thursday post, there's a more important point I wanted to make.
We're surrounded by great ideas in other applications every day. So often it takes another pair of eyes to recognize the potential. With AfterCapture, George V. had a vision and as a team, it became a reality. RF would evolve into everything that went into capturing an image, while AC would cover whatever was done after the shutter was clicked. Besides being a great friend for all these years, George is one of the most creative marketing managers in the industry, but here's one more thing to think about. Each of you have friends who see the world a little differently than you do. You also have a network of friends and associates who can help you through the day-in-day-out challenges. They can also help you step into the future...but they can't do anything if you insist on flying solo. Share your ideas for the future, your goals and your aspirations with a few of those people you trust the most. That old line about it takes a village, couldn't be more appropriate to running your business and being successful. And to George...thanks buddy. Finding these covers brings back so many great ideas that came out of those early days at RF/WPPI. by Skip Cohen Growing your business is no different than caring for a plant. It needs water, sunlight, the right temperature, and nutrients regularly to grow. Your business needs the same attention with new products, communication to your subjects, a great skill set, demonstrated trust with clients, and everything needs to be "seasoned" with your enthusiasm and love for the craft. Today's post is about just one aspect of growing your business—diversity in your product line. If we've learned nothing else from McDonalds, creating added value should be at the very top of your list. There's no way to initially order just a burger. We're all used to the pitch, whether it's fries, a drink, or a combo meal, and most of the time, we always ramp up our order. Even at the supermarket, we're trained to look for added value. We may not always save money, but we always get more bang for our buck. Knowing that, why are there still so many of you who sell the minimum? Why is what you're offering the same as it was last year and the year before? Would the products/services you offer put a rock to sleep? Most of you, if a potential client calls or writes to ask how much something is, are going to answer without any additional pitch. Think about this for a second—you've already got the customer on the phone or in an email, and they've asked you for the cost of something. They already have an interest; otherwise, they wouldn't have contacted you. You've got the "fish on the line," so why not set the hook? If my using that expression bothers you, then it's time for you to step out of this business and consider whether photography is really your business or a hobby!
Suzette Allen's video below is seven years old. It was done in celebration of the client's tenth anniversary, but there is no expiration date on good ideas! This is not a new concept, but so many of you miss the opportunity.
Look for added value and do your best to stay away from making price the issue. I've only hit the tip of the iceberg in products/services you can offer your clients. You need to develop a plan so that you can be proactive instead of reactive! This is March 20, and Easter, Mother's Day, graduation, and Father's Day should all be on your radar! Having a plan in place and gradually adding new services and products can help you focus your marketing energy on finding new clients instead of being reactionary to every client who wants to know if you'll drop your prices! Remember one key issue - the entire discussion on added value is a moot point if your skill set as a photographer sucks! You've got to have a skill set better than Uncle Harry's. You've got to exceed client expectations and make yourself habit-forming. Anyone can get their first customer—the key is to get those first clients to not only come back but also tell their friends! "The best advertising you can have is a loyal customer spreading the word about how incredible your business is.” Shep Hyken by Skip Cohen I try to keep Friday posts short. Today's post is more of a reminder of what every small business owner's mantra should be: exceed expectations and make yourself habit-forming! Thinking about 2024 and the challenges we all face for the new year, I couldn't be more optimistic. It won't be an easy year, but I'm hearing so many great stories about business picking up around the country. Well, I started thinking about the role Customer Service will play in the months ahead. It's simple—your success is about going the extra steps you take and staying in touch with your clients, even when you don't have to. It's also about keeping your promises, never compromising on the quality of your images, and creating a brand/reputation known for integrity. Coming back from Cleveland just a few days ago, we got stuck in Charlotte for hours due to bad weather in Florida. The delay had absolutely nothing to do with American Airlines directly - just storms. But here's where American missed the boat - their computer wasn't synchronized with the announcement information they were sharing. Every 30 minutes, the departure monitor updated to a new time—and it was always wrong. That put the gate agents in the position of announcing the real-time data they had received. But with each update on the monitors, we'd get excited, thinking we were finally going to take off! To add to the pain, the gate agents shared an update every 15 minutes, reminding everybody our departure time was in "God's hands, not theirs." Here's my point: Be honest with your promises. Then, deliver what you promised and more if you can. Building trust is about great communication and follow-through. Done right, working with you will become habit-forming. To paraphrase two of the industry's finest portrait artists, Tim and Beverly Walden, "It's all about creating an experience, not just the finished product!" As we head into Spring, now is the perfect time to keep in touch with your clients and your audience. It's about giving back, being helpful, and growing your strongest marketing tool: relationship building! Excellent Customer Service isn't just about solving problems. It's about being proactive and creating top-of-mind-awareness with your audience - so whenever they think about photography, your name is right on top. It's about going beyond the customer's expectations. There are no traffic jams along the extra mile.
Roger Staubach by Skip Cohen It's graduation season, and I'm always amazed by what kids graduating today have for their senior portrait versus when I was a kid. (This is where Scott Bourne would make a crack about Matthew Brady doing my senior shot!) Every senior headshot was the same: black and white and boring. There was no capture of anyone's personality, and it was not something you'd share except with wallet-size photos. But the excitement of graduating and starting a new chapter in your life was the same. Well, today, whether you're a full-time senior photographer or portrait artist, graduation season is a time for creativity and exceeding client expectations. To start, think about what kids have gone through to make it to graduation today. They all had to deal with the pandemic, worrying or more tragically dealing with school shootings, politics, and simply watching the world run amuck! Graduation becomes even more special and a time of pride and celebration. Yes, I'm essentially doing a post that's an infomercial, but if you've followed my blog over the years, I don't share anything that doesn't make sense to help you grow your business or your skill set. If you're hoping to go after the senior market and beyond to graduation, then let's get you the very best products. I'm a big fan of grad cards, and Marathon's offering them on a BOGO program right now, with half off. That gives you an advantage in decreasing costs and increasing margins. And you've got so much to choose from. When you click on the banner below, you can check out the program for yourself. There are 64 different basic templates, and within each collection, tools to enhance your creativity abound! I've included a screenshot of the first twelve below. Here's my point - everyone is looking for ways to grow their business and increase revenue. Grad cards are a way to produce something special and secure your role in helping students and families celebrate what's typically the first major achievement of so many of today's kids. Check out Marathon's program with a click on the banner below! Basic Templates for Grad Cards
(There are 52 more!) by Skip Cohen Last week I shared a post and video about Marathon's Bella Album line. At a time when everybody is working hard to make their work unique and create excitement with their clients, it's a perfect solution to exceeding expectations. Well, here's one more: book publishing. Again, you're looking to set yourself apart from your competitors with presentations that are different. I'm a big fan of books, whether one-of-a-kind or dozens of copies. I've done several over the years for my wife and each time they exceeded expectations. One of the skills most of you possess is storytelling. Creating a book in my opinion has so much more impact than just an album. You can add copy, create a unique layout, and design a cover that makes your publication look like it's off the shelf at Barnes & Noble. Here's one more benefit - we're a word of mouth industry. Think about the impact a personalized book will have on a client. Now, think about how many people a happy client is going to show their book to. And a book is perfect as a fundraiser for a nonprofit. Many of you are involved with various charities who are always looking for unique ways to raise money and awareness. I'm thinking of community non-profits, pet adoption centers, and events that deserve to have their story told by a professional storyteller. This is a product that has huge potential to help establish your reputation as a leader in your community. You're not just another vendor, but a master in storytelling! "Leadership is the capacity to translate a vision into reality." Warren Bennis. ...or call Marathon at 800-228-0629!
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Our Partners"Why?"Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.
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