JUST PUBLISHED MY NEW BOOK!-- "How to Manage Your Time & Organize Your Life."
Exhausted but happy.
Friday, July 16, 2010
Wednesday, July 14, 2010
Is Your Photography Business Out of Focus?
If somebody asked you to describe a perfect day in the life of your photography business, could you do it?
If somebody asked you to describe your ideal customer, could you do it?
If somebody asked you what you wanted your business to look like in 5 years, could you do it? How about 10 years? Or 20?
It's sad, really, how many photographers spend hundreds or thousands of hours trying to perfect their craft... when then don't have the first clue about how to actually make money with their craft.
Look, I understand the whole "art for art's sake," thing... but I have a hunch that more often than not, this is simply used as an excuse by photographers who aren't making any money.
But making money with your photography isn't really as hard as you might think... although it does require (excuse the pun) some intense focus.
If you're a little unclear about what your business should look like, here are the first 3 things you must do to get your photography business on the right track:
1. Figure out what your photography strengths are... then cater to them. If you have a strong eye for photographing people... consider being a fashion or portrait photographer. It you're particularly skilled at photographing buildings, consider shooting commercial real estate. And so on.
On the other hand, if you get abnormally nervous when dealing with people... you probably shouldn't be a wedding photographer. If you have trouble photographing moving objects, you might want to stay away from NASCAR photography. And so on.
2. Figure out who your ideal customer is. What are their habits? What gives them pleasure? What scares them? What are their hobbies?
The more narrowly you can define this ideal customer, the more you can gear your marketing toward them. After all, you can be the most technically skilled photographer in the world... but if you can't get people to actually buy your photographs, these skills could go to waste.
3. Figure out what you want your business to look like in 20 years. Thinking long-term will force you to make smarter decisions than if you're just trying to pay the rent next week. Create a solid vision of your business, and then make every marketing decision with this vision in mind.
Of course, marketing your business is a complete subject to itself (sadly, one that most photographers don't have a clue about), but until you know exactly what you're trying to accomplish with your photography-both today and 20 years from now-you'll be running hard on a treadmill, going nowhere
If somebody asked you to describe your ideal customer, could you do it?
If somebody asked you what you wanted your business to look like in 5 years, could you do it? How about 10 years? Or 20?
It's sad, really, how many photographers spend hundreds or thousands of hours trying to perfect their craft... when then don't have the first clue about how to actually make money with their craft.
Look, I understand the whole "art for art's sake," thing... but I have a hunch that more often than not, this is simply used as an excuse by photographers who aren't making any money.
But making money with your photography isn't really as hard as you might think... although it does require (excuse the pun) some intense focus.
If you're a little unclear about what your business should look like, here are the first 3 things you must do to get your photography business on the right track:
1. Figure out what your photography strengths are... then cater to them. If you have a strong eye for photographing people... consider being a fashion or portrait photographer. It you're particularly skilled at photographing buildings, consider shooting commercial real estate. And so on.
On the other hand, if you get abnormally nervous when dealing with people... you probably shouldn't be a wedding photographer. If you have trouble photographing moving objects, you might want to stay away from NASCAR photography. And so on.
2. Figure out who your ideal customer is. What are their habits? What gives them pleasure? What scares them? What are their hobbies?
The more narrowly you can define this ideal customer, the more you can gear your marketing toward them. After all, you can be the most technically skilled photographer in the world... but if you can't get people to actually buy your photographs, these skills could go to waste.
3. Figure out what you want your business to look like in 20 years. Thinking long-term will force you to make smarter decisions than if you're just trying to pay the rent next week. Create a solid vision of your business, and then make every marketing decision with this vision in mind.
Of course, marketing your business is a complete subject to itself (sadly, one that most photographers don't have a clue about), but until you know exactly what you're trying to accomplish with your photography-both today and 20 years from now-you'll be running hard on a treadmill, going nowhere
Saturday, July 10, 2010
Creating the Perfect Welcome Package For Your Clients
What do you do when somebody calls you on the phone - or e-mails you - and asks you to send them some information about your photography services?
If you're like many photographers, the first thing you do is... panic!
This is silly. After all, you're a professional photographer... and you should want people to call you. You should want people to ask for more information about your photography services.
Because building a successful photography business is more about connecting with people than it is about taking quality photographs. So whether people inquire by phone, by e-mail, or in person... it's important that you have a streamlined, professional-looking "welcome package" you can quickly mail out to them.
What should you have in this welcome package? Well, here's an example of a package I'm currently putting together for Tess (not her real name), one of my coaching clients who specializes in infant & baby photography.
When Tess receives a request for more information about her photography services, she will immediately send that person an overnight Federal Express package containing the following items:
1. A 4-page sales letter that explains who Tess is, what she offers... and a bit more about everything that's included in the package.
2. A handwritten sticky note attached to the front of the sales letter - showing the client that Tess is an actual person, and isn't just sending out cold, impersonal packages to everybody who asks.
3. A color brochure that includes a biography about herself, several of her very best pictures, and a strong call to action.
4. A stack of business cards wrapped inside a short note explaining how Tess will give them a $50-off coupon (for a portrait, an album, etc.) for every person they refer to her business.
5. A time-sensitive coupon for 25% off of any baby portrait - and this coupon is transferable, so the prospective client can give it to somebody else if they don't use it.
6. An application to join her Birthday Club - an ongoing "club" where Tess will take pictures of a baby every year from age 1-18.
7. A magnetized version of her business card - so the client can keep Tess' name on their refrigerator. This will allow both her phone number and website information to be prominently displayed.
8. A pad of Post-It Notes with Tess' phone number and website information.
9. A DVD slide show (set to music) of some of Tess' best baby portraits.
10. An 8-page booklet explaining how parents can take good snapshots of their kids.
Now, all this might sound overly ambitious and expensive... but the care you take in assembling this package will make it clear to your clients that you are serious... that you are professional... and that you are really, really talented.
Taking the time and expense of sending it overnight mail proves that you are eager to have them as a client.
And all of this will translate into... more sales!
The beauty of a system like this is that most of the work is done on the front end. Once you've compiled all your materials... it is extremely easy to actually mail the completed package out to a prospective client.
If you're like many photographers, the first thing you do is... panic!
This is silly. After all, you're a professional photographer... and you should want people to call you. You should want people to ask for more information about your photography services.
Because building a successful photography business is more about connecting with people than it is about taking quality photographs. So whether people inquire by phone, by e-mail, or in person... it's important that you have a streamlined, professional-looking "welcome package" you can quickly mail out to them.
What should you have in this welcome package? Well, here's an example of a package I'm currently putting together for Tess (not her real name), one of my coaching clients who specializes in infant & baby photography.
When Tess receives a request for more information about her photography services, she will immediately send that person an overnight Federal Express package containing the following items:
1. A 4-page sales letter that explains who Tess is, what she offers... and a bit more about everything that's included in the package.
2. A handwritten sticky note attached to the front of the sales letter - showing the client that Tess is an actual person, and isn't just sending out cold, impersonal packages to everybody who asks.
3. A color brochure that includes a biography about herself, several of her very best pictures, and a strong call to action.
4. A stack of business cards wrapped inside a short note explaining how Tess will give them a $50-off coupon (for a portrait, an album, etc.) for every person they refer to her business.
5. A time-sensitive coupon for 25% off of any baby portrait - and this coupon is transferable, so the prospective client can give it to somebody else if they don't use it.
6. An application to join her Birthday Club - an ongoing "club" where Tess will take pictures of a baby every year from age 1-18.
7. A magnetized version of her business card - so the client can keep Tess' name on their refrigerator. This will allow both her phone number and website information to be prominently displayed.
8. A pad of Post-It Notes with Tess' phone number and website information.
9. A DVD slide show (set to music) of some of Tess' best baby portraits.
10. An 8-page booklet explaining how parents can take good snapshots of their kids.
Now, all this might sound overly ambitious and expensive... but the care you take in assembling this package will make it clear to your clients that you are serious... that you are professional... and that you are really, really talented.
Taking the time and expense of sending it overnight mail proves that you are eager to have them as a client.
And all of this will translate into... more sales!
The beauty of a system like this is that most of the work is done on the front end. Once you've compiled all your materials... it is extremely easy to actually mail the completed package out to a prospective client.
Friday, July 9, 2010
Trading Coffee For Clients...
Something interesting happened the other day when my wife went to buy her morning cup of coffee... and it's a perfect example of marketing "outside of the box." (I hate the phrase but completely agree with the concept.)
Next to the register was a stack of business cards literally 8 inches tall. For a group of financial advisors here in town. My wife didn't think anything of this, of course... so she gave her order to the barista, then rummaged through her pockets for her money.
But instead of asking for payment, the barista handed my wife one of the business cards and said, "Your coffee has been paid for today."
My wife, pleasantly surprised, turned around to see a crowd of 10 or 12 people gathered around a group of three men. As it turns out, these three men were the financial advisors who were paying for everybody's coffee that morning.
Their reward? A steady stream of people coming over to thank them, to get information about their financial services... and to set up appointments. And I guarantee that even the people who didn't talk to them personally told their wives, husbands, or co-workers about the free coffee they got that morning.
So, was their effort worth it? Perhaps it'll be hard to measure right away... but over the course of six months, or a year... there's no telling how many new customers these three men earned just by "buying" a few hundred cups of coffee for people.
How does this relate to your photography business? Well, I think a similar approach could work for you... not necessarily at a coffee shop (although why not a coffee shop?), but maybe at a photography store. For instance, what if you "paid" $5 of every person's purchase at the local camera store... then hung out at the store to talk to all the people who would undoubtedly come up and thank you.
The odds are pretty good that you would walk out of that store with a couple of new clients. Even if you got just one... your time and money would be well spent.
This bold approach isn't for everybody, of course... but if you're trying to get new clients (and you should be trying to get new clients), it's definitely something to consider.
Next to the register was a stack of business cards literally 8 inches tall. For a group of financial advisors here in town. My wife didn't think anything of this, of course... so she gave her order to the barista, then rummaged through her pockets for her money.
But instead of asking for payment, the barista handed my wife one of the business cards and said, "Your coffee has been paid for today."
My wife, pleasantly surprised, turned around to see a crowd of 10 or 12 people gathered around a group of three men. As it turns out, these three men were the financial advisors who were paying for everybody's coffee that morning.
Their reward? A steady stream of people coming over to thank them, to get information about their financial services... and to set up appointments. And I guarantee that even the people who didn't talk to them personally told their wives, husbands, or co-workers about the free coffee they got that morning.
So, was their effort worth it? Perhaps it'll be hard to measure right away... but over the course of six months, or a year... there's no telling how many new customers these three men earned just by "buying" a few hundred cups of coffee for people.
How does this relate to your photography business? Well, I think a similar approach could work for you... not necessarily at a coffee shop (although why not a coffee shop?), but maybe at a photography store. For instance, what if you "paid" $5 of every person's purchase at the local camera store... then hung out at the store to talk to all the people who would undoubtedly come up and thank you.
The odds are pretty good that you would walk out of that store with a couple of new clients. Even if you got just one... your time and money would be well spent.
This bold approach isn't for everybody, of course... but if you're trying to get new clients (and you should be trying to get new clients), it's definitely something to consider.
Thursday, July 1, 2010
The disadvantage of Twitter...
So, I joined Twitter a few weeks ago, and I've become a full-fledged addict. The problem is, when I think about posting on this blog, I freeze up if I type more than one or two sentences. See... I got nothing more. :)
Oh, incidentally: @photomrktmagic
Oh, incidentally: @photomrktmagic
Sunday, June 20, 2010
Friday, June 18, 2010
Don't have enough time to get everything done?
Have you ever complained that you just don’t have enough hours in the day to get your work done – whether that’s taking pictures, tinkering on Photoshop, meeting with clients, or marketing your business?
Of course… we all have. But it’s important for people to take their blinders off, examine how they live our lives… and then make the necessary changes. With no excuses. No rambling justifications.
Just do it, baby.
To give you a sense of how this works… let’s suppose that every day for an entire year, you:
> Watched 30 minutes less television
> Spent 10 minutes less in the shower/bathroom
> Slept 20 fewer minutes each night
> Cut 15 minutes off your lunch break
Now, these things are simple… and possible to do, if you set your mind to it. But when you do the math, it’s astonishing. Follow this faithfully and you’re actually creating…
456 extra hours per year! No matter how you break it down, it’s impressive. This is the same as:
> (57) 8-hour workdays per year
> (38) 12-hour workdays per year
> (19) 24-hour days per year
Imagine how much more productive you could be if you were given 19 more days every year.
And then… just did it, baby.
Tuesday, June 15, 2010
Why you shouldn't hand out your business card...
Jason “Profit” Moffett (http://www.jasonmoffatt.com/) is a successful internet marketer who refuses to hand out business cards at seminars. Instead of trying to network, he prefers “schmoozing at the bar and making genuine friends.” He wrote this on a forum a couple years ago, and it stuck with me:
“I'm trying to make a powerful impact that no business card could ever do. I'm building real world relationships that makes the card pretty much irrelevant.
“And I'll tell you the secret...
“It's all done with great storytelling. If you can get 10 guys in a circle and have them all intensely listening to your story, you don't need cards. People remember enthusiastic and outgoing people that make them smile.
“I'm not saying business cards don't work for some, cuz they do. However, you should see people's faces when I say that I'm strongly against giving out business cards. At first they think it's weird, but after they hear my explanation they usually want my contact info even more than before.”
“I'm trying to make a powerful impact that no business card could ever do. I'm building real world relationships that makes the card pretty much irrelevant.
“And I'll tell you the secret...
“It's all done with great storytelling. If you can get 10 guys in a circle and have them all intensely listening to your story, you don't need cards. People remember enthusiastic and outgoing people that make them smile.
“I'm not saying business cards don't work for some, cuz they do. However, you should see people's faces when I say that I'm strongly against giving out business cards. At first they think it's weird, but after they hear my explanation they usually want my contact info even more than before.”
Monday, June 14, 2010
It doesn't matter how good a photographer you think you are...
It matters how good other people think you are that will make them hire you.
Suppose I'm in the market for a really talented portrait photographer.
If you come and tell me you're the best portrait photographer on the planet... I have absolutely no reason to believe you. And I probably won't give you the time of day.
Now, if my best friend tells me you're the best portrait photographer on the planet... I might be interested in seeing your work.
And if my best friend, my mother, and the local photography critic tell me you're the best portrait photographer on the planet... I'm definitely going to want to see your work.
But if 35 of my closest friends, all of my relatives, and the top 100 photography critics all tell me you're the best portrait photographer on the planet... I'm going to stop what I'm doing and hire you on the spot.
The moral of this story? Get a testimonial from every single client you work with. And then use these testimonials in all of your marketing materials.
Because there's simply no better marketing tool than other people saying how great you are.
Suppose I'm in the market for a really talented portrait photographer.
If you come and tell me you're the best portrait photographer on the planet... I have absolutely no reason to believe you. And I probably won't give you the time of day.
Now, if my best friend tells me you're the best portrait photographer on the planet... I might be interested in seeing your work.
And if my best friend, my mother, and the local photography critic tell me you're the best portrait photographer on the planet... I'm definitely going to want to see your work.
But if 35 of my closest friends, all of my relatives, and the top 100 photography critics all tell me you're the best portrait photographer on the planet... I'm going to stop what I'm doing and hire you on the spot.
The moral of this story? Get a testimonial from every single client you work with. And then use these testimonials in all of your marketing materials.
Because there's simply no better marketing tool than other people saying how great you are.
Friday, June 11, 2010
In the beginning...
I was all set to christen this blog with some profound, elequent words about photography... but my mind is in a purple haze because my wife went to Wal-Mart to get some toilet paper and instead came home with a 9-week old puppy!
So I'm on puppy duty tonight, so the profound, elequent words about photography are going to have to wait.
So I'm on puppy duty tonight, so the profound, elequent words about photography are going to have to wait.
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