Photo Marketing Mentor

How comfortable are you with the spotlight?

Part of being a successful business owner is understanding how to embrace and leverage the media. Media be it radio, television or print is key to getting the word out to the community about your business.

As a photographer first and foremost you are a service provider to your local community whether you shoot portraits, product shots or local events and the community is your potential clientele base.

So it behooves you to reach out via the media. With that said I’d like to ask you a question. “When was the last time the local press did any type of story on you?” If the answer is “sometime ago -or- never” it’s time to take action towards changing that. How?

I’ll share a few quick steps with you today in this short article:

1. Shift your focus from “what you do?” to “who you serve?” Is it new moms, brides, local business owners? What kind of businesses or clients do you work with? Why? Because media outlets are interested in topics that affect the community at large (and more specifically their audience) be it listeners, readers or viewers.

When you shift your focus from service delivery -to- service you can come up with topics that will attract the attention of editors and producers.

2. What transformation do you provide? If your speciality is photographing brides for example then I’m certain you have a list of suggestions and recommendations that you could easily speak to for new brides shopping for a wedding photographer. Make of a list of suggestions or opinions and then turn those suggestions into benefits.

These are the things that interviewers love because your topic will be focused on the consumer and their needs, not solely on what you have to sell.

3. Embrace your inner expert. No matter what your photographic speciality if you’ve been working with paying clients within that speciality for any length of time you definitely have opinions, insights and comments to share. Your take, your spin, your view point is the key to your expert status, even if you don’t think of yourself as one.

If being viewed as an “expert” is too much to wrap your head around then consider viewing yourself as a specialist if that makes it easier for you. Remember, the media loves experts, which is just another way of saying people who love what they’re doing, who they serve and are good at it.

That’s what Wedding and family lifestyle photographer Me Ra Koh did on Oprah Winfrey’s protege Nate Berkus’s new show. Me Ra came on and shared with Nate’s audience how to take great back to school portraits. Just recently she was invited back to do more segments this time on how to take great couple shots. Click on the links in blue to watch the segment.

How embracing the media will help you grow your business?

If you’re out in the media sharing your valuable information with audiences it’s a natural progression that some of the people listening, watching or reading will contact you about your business and working with you. Contacts are prospects, prospects (if handled properly) become clients and customers.

What’s the next step?

Did you know that are dozens of opportunities everyday for photographers just like you to do guest spots on television/radio programs and in print? If you take the time to investigate the opportunities that are out there you could be doing interviews as early as next week.

Your Homework:

Commit to spending a few hours in the next week doing research on media outlets.

First, do a google search, for example: type in “your speciality + photographers interviews” so if you’re a wedding photographer you would type “wedding photographers interviews”. My google search led me to a website for brides planning their wedding and to an interview with wedding photographer Brian Marcus. Click on his name to be taken to the interview.

In the interview Brian talks about posing and colors, why a bride would want posed vs candid shots, black and white vs color or sepia. Even how the seasons of the year to the type of dress a bride selects affects the final images.

The interview included information on the photographers background and of course “the how, when and why” he does what he does and of course his contact information.

Now just think of how many hits this photographer will get to his website and how many more he will receive by just doing one of these interviews a week?

And the best part it didn’t cost him a dime, just some time to do the research, preparation and contacting the people who can feature him.

Second, look at your network of contacts. Do you know anyone who offers teleseminars where you could be a guest, or radio hosts where you could do a show? Of course you do, me. I host a program for photographers on Blogtalkradio.

As a matter of fact I’ve interviewed several photographers from wedding and fitness to portrait and lifestyle photographers. These interviews can be posted to your blog or website in the “About Me -or- Media Info” pages. In addition, you could and should include these in your media package or at least send links to them to other media producers to get more media opportunities.

It’s not where you start that matters, it’s that you start, that matters.

I have a lot more to say on this topic and I’ll probably put together a special tele-class in near future that will walk you thought the steps to get more media coverage and get more clients. If you would like to learn more about this please leave a comment in the comments field below and I’ll let you know when I set something up.

In the meantime I have a couple of things I want to alert you to on the topic of Embracing the media and your spotlight.

Tonight at 8 P.M. EST/ 5 P.M. PST colleague and client, Photographer Nikki Incandela will be doing a tele-seminar titled: Put Some Pizazz In Your Picture: What Your Image Says About You – visit the registration page to see the overview of the show’s topic. It’s totally free but more than that, listening to the interview will give you an opportunity to “study” how Nikki handles herself including how she leverages it to grow her business.

Then tomorrow at 11 A.M. PST/ 2 P.M. EST I will be doing an interview with Social Media guru Nan Ross on the Nan Ross show on Why 75% Of New Freelance Businesses Fail Within The First 12 Months. This will be the first time I’ll be on the other side of the mic and I’m totally looking forward to it. If you have an opportunity to listen in please join us.

Finally if you’re ready to get more tips to prepare yourself for embracing the media consider picking up my book: Eye On Marketing: 41 Days From Struggle And Confusion To Clarity & Profits and in particular read Day 23: “How Famous Are You: Raising Your Profile In Front Of The Lens” and Day 24: “3 Keys To Crafting A Press Release That Get’s Noticed”

I highly recommend adding my book to your marketing and business building toolkit not only to learn more about embracing the media but also how to package, present and leverage your talents.  So to read the reviews and learn more visit my book website at: http://www.eyeonmarketingsuccess.com/thebook

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Learn what makes a photographer valuable from a buyer’s perspective. Vision vs. Budget. Still vs. Motion. Marketing tools that actually get noticed. Hear about the best ways to present and get face time.

Learn how an account moves through an agency and how to build your relationship with key players. Understand why your book always gets called in but you never get the nod.

Get into the heads of your customer via the head of Ms. Morton, one of Canada’s top art buyers and one of photographers favorite bloggers.

To learn more about Heather visit her blog.

Here are 10 key points from her discussion:

1. Tightly focus your vision as well as your portfolio. Clients prefer to work with specialist over generalists.

2. Focus on creating trust and relationship building (not just the sale) but setting the stage for long term sales opportunities.

3. To create effective promotions try to tie them to current and seasonal events. For example: if your photographic style is ‘Romantic’ in nature then create a promotional program promoting that fact (say Valentines Day for example).

In other words: Start looking at your work objectively and then create parallels between your subject with what’s happening in the world.

4. Be Nimble: in essence be a problem solver for your client, focus on coming up with solutions and efficiency including financial as well as job execution.

5. Art buyers look for story and how you execute a story demonstrates your ultimate value to them. Your portfolio must display consistency, not just ‘one stand out image’

6. Word of mouth plays a much larger role in how jobs are assigned than photographers may realize. Image, atmosphere and commitment is KEY!

7. Get in your expectations in check before you show your book. And be careful to always show new work when re-presenting your book to art buyers you’ve previously contacted.

8. Consistency in your branding is key. Use the same logo, color scheme, type font or whatever you use to stand apart and do so with consistency.

9. Your book (professional portfolio) should be a ‘work of art’. Put a lot of care and attention into creating a book that creates a visual opportunity for a potential art buyer. Your book should encourage an art buyer to spend time with it and create a lasting impression.

10. Make sure there is a match between what you create and what the agency needs. Invest time in doing your homework: check out the website to see what types of accounts they handle. If there is a match follow through, if not, continue to do your research to find agencies who would be a match.

Ready to go further?
This is just an overview, of course Heather went into much more detail during her session with Selina.  To learn the complete process on how to attract the attention of art buyers, how to build and maintain relationships and of course how to set the stage for long term sales add Clarion Call 2011 to your marketing resource library.

What is Clarion Call?
Clarion Call consists of 14 MP3′s that covers every possible topic for commercial photographers from art buying, to working with video and motion to rebranding your photography business and much, much more.

Right now until February 24th (that’s next Thursday) you can pick up this ground breaking program at either the Silver and Gold levels for a very generous price.

Visit the website to see the complete program and the topics offered. Be sure to scroll to the end of the page to see all three program options and what each entails.

Additional Bonuses:
If you would like more hand holding and personal attention, Selina Maitreya offers a Platinum Package that includes an expert coaching package and several incredible bonuses. See the page and be sure to scroll to the bottom to see the various packages.

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You can accomplish anything when you have a compelling reason why you’re doing it.

I stumbled upon a YouTube video recently that explored this subject and in the video there was an exercise that I found quite beneficial, admittedly a little challenging but quite eye opening.

What you’ll need?

First, you’ll need to open up a new document in your favorite text editor if you’re reading this on your computer or if you prefer, grab a notepad and pen.

In addition to get the most benefit from this exercise I recommend that you find a quiet place where you can write undisturbed for about an half and hour or so.

Next, take a few moments to get quiet and if you can still your mind (eliminate unnecessary distractions, turn off the Blackberry, Android or iPhone or whatever) and once you feel like you’ve settled in a bit I’d like you to think about your business for a few moments, think about what’s been going on for you.

Then think about what you’d like to change or see improved in your business.

Once you have a clear mental picture in your mind I want you to ask yourself the following question: “What do I really want?”

Ask the question and then wait for a few moments before you attempt to process a response. What’s the first thing popped into your mind?

For the purpose of this exercise let’s say you want a fully booked studio, if so, write that down. Or, if you want to have a sell out exhibition write that down. Whatever you want write it down.

Second, answer the following question: “Why do I want this?” Other ways to pose this question to yourself: “What excites me most when I think about accomplishing this goal?”

“When I think about this dream what key thing would compel me to wake up every morning excited, pumped and ready to go for it?”

How you word the exact question(s) is not as important as the depth of your response.

Your only goal at this point is to tap into your natural excitement. So write until you become excited so much so that you can’t wait to stop writing and start working on your response!

I’ll tell you why this exercise is so important to your marketing efforts. As you work to build your business you may find yourself from time to time asking yourself “Why am I doing all of this?”

It’s in these moment’s when you need a compelling and all consuming reason why.

If you’re struggling to make a living as a professional photographer most likely you’re having issues maintaining your focus and your momentum. Considering the ever growing demands involved in running a business it’s easy to see why ‘we’ often lose track of our “why?”.

I want this exercise to reacquaint you with that initial spark that awakened your passion for your photography and for you to connect deeply with that. It’s that energy coupled with your ability to stay connected to that energy that will help you develop better and more effective strategies to market and manage your business. That’s my desire for you.

WIth that said don’t just read this article and then go back to business as usual. I want you to actually pull out that notebook or open that word document and start writing down your reason why.

Again, write until you become so excited about the possibilities for your business and what you’re doing that you can’t wait to get started. Once you’re done writing I want you to make a list of some practical and easy ‘next steps’ that you can take immediately and get moving on your dream.

One final exercise:

I want you to close your eyes and imagine what your business and your life will look like five years, one year, even six months from today. Imagine what your life would be like if could wake up every morning excited about your business?

• What does that look like?
• What does it feel like?
• What do you look like?
• Where are you? Are you living in the same place or have you moved on?
• Are you in a new home? Or are you traveling?
• What does your money situation look like?
• Who do you hang out with?
• Describe your clients? Who are they? How do you interact with them?

The key element here is to fill your descriptions with as much detail as you possibly can, this is essential and I’ll tell you why this is so important. If you don’t become inspired about what you’re writing then you certainly won’t have any motivation to take action. If that excitement doesn’t surface naturally then it may time to consider exploring other options.

So please do yourself a favor, don’t gloss over this exercise as some positive mindset, airy fairy – mumbo jumbo. It’s not, trust me. We’re talking about the quality of your life. Take it that seriously.

Finally if you feel comfortable please share your “reason why” and at least one inspired action step you’re prepared to take in the comments below.

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Sales! It’s the life’s blood of any business, basically it is your business.

If you aren’t making sales then you don’t have a business you have a hobby.

I know that may sound a little harsh but it’s the truth. So in today’s article I want to show three quick ways to increase your sales immediately.

My suggestion: The best way to get the most benefit from this article is to plan to implement these strategies as soon as you’re done reading.

I also want to give you a heads up that this article is a part of a new series coming to the blog in the coming weeks.  I’ve designed this new series to open the conversation about about sales and sales processes, so be on the lookout for those.

As always I welcome your comments so please feel free to share at the end of today’s post.  Also if this article inspired you in any way please share it with your fellow tribe on Facebook or Twitter the buttons are provided in this post.

3 Quick Ways To Increase Your Sales Today

1. Vow to Only Work With People Interested In What You Have To Offer -

I know this sounds simplistic but you’d be surprised how much time, money and frustration we create for ourselves by focusing our energies on the wrong people. I’m often asked in my coaching “How do I know if I’m working with or marketing to the wrong people?” Easy I say, “Look inside your wallet!”

Your sales results reveal everything about the current state of your business. It’s that simple.

If you aren’t making the money you want and need to make then it’s typically a result of one of two things, either the people you’re talking to aren’t interested in what you have to offer or they can’t afford it. Or, you’re not connecting with them in a way that encourages them to work with you.  Vow today to change that.

2. Stop Making A Big Deal Out of Asking For The Money -

I recently heard this via my business mentor who said. “When we go to the checkout line at Walmart with our cart full of items we’re ready to purchase and the cashier rings us up she doesn’t hesitate to tell us how much we owe her, right?” I echo that completly. The single biggest reason why creatives (or anyone for that matter) struggles in sales is because we make too big a deal out of asking for the sale in the first place.

If you and your prospective client are on the same page (meaning) they know what they want and they feel you’re the one to provide it then the conversation will naturally flow to asking for the sale. It’s that simple.  Don’t hesitate or feel like you’re being greedy or taking on your prospective clients money story.  More often your prospect will mistake your hesitation for lack of confidence in your abilities.

Don’t make that mistake, state you rates with confidence and back them up with skill, expertise and excellent customer service.

3. Get Real -

If you’re struggling in sales usually it stems from something deeper. Yes, it could be something logistical but for the purpose of this example let’s say your particular niche market is saturated with wedding photographers. Even in this extreme case, I still believe that theirs plenty of potential clients for everyones unique photographic style or approach.

Logistics aside for a moment, I’d like to ask you to go deeper. For example: how are you feeling about making sales calls? Do you hesitate, procrastinate or avoid? Do you waste time arguing for your limitations by saying things to yourself like, “I can’t take on a particular client because I don’t have the right equipment, or my book isn’t strong enough to go on prospecting calls with agencies or clients”.

I want to encourage you to take this opportunity to get real with yourself. If you’re struggling in sales ask yourself where you’re avoiding doing the things that are keeping you from the sales you desperately desire to create.

Remember this: You have a gift, something that the world needs and is waiting for you to express. My question to you is, “what are you going to do about it?” If after reading this article you find that you’re ready to take the next step I’m ready to help you increase your sales.

Take A Bold Proactive Step:

Did you know that I offer private one-on-one Clarity Into Profits Strategy Sessions?

Here’s what one of my clients said about our work together:

“After our my first meeting with Rodney I could see light at the end of the tunnel. He gave me real insight and solutions I could use immediately. With Rodney’s help I’ve already started to increase my income and have improved communication with my clients. I have not felt this much hope and excitement about my photography career in years.” ~ Inez Lewis, www.inezlewis.com

I welcome an opportunity to help you:
⁃ Improve communication with your clients
⁃ Find hidden profit centers in your business
⁃ Build your database
⁃ Critique your blog or website
⁃ Review your copy for a new program your considering
⁃ Uncover your sales blocks
⁃ Even help you build your team so you can free up your time to do more of what you love.

Email me today to schedule your own complimentary Clarity Into Profits Strategy Session. Or you can go to my FREE Online Booking System to see my current availability and put your session on the books.

The one thing I can guarantee is that you’ll leave our session with at least one nugget that will turn your business around and the best part it won’t cost you a cent!

That’s my promise to you.

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Every seasoned marketer knows that a pre-qualified prospect is much more likely to do business with you than someone whose never heard of you.

With that said, today’s article focuses on list building.

Here is my list of six strategies that will grow your database.

1. Publish a lead capture form on your blog or website

Often your website or blog is the first point of contact that you’ll have with a prospective client. With that said it is vital that your online presence features a list building component. There is much debate as to whether photographers should publish an opt-in form on their website.

Unfortunately, I find the energy dispensed in these pointless debates be better spent providing your target audience with a compelling reason to give you their contact information so that you may follow up and eventually do business with them in the future.

SO…. I advise doing a little bit of research and then selecting an email marketing database service to handle your data collection and follow-up. There are several excellent ones from which to choose: Constant Contact.com, Aweber.com, 1ShoppingCart.com, My Emma and Mail Chimp are my recommendations just to name a few.

2. Give people a reason to part with their information

Publishing a data collection form on your site is the first step but you’ll greatly increase your chances for sign-ups if you can provide compelling offer. What makes a good compelling offer?

The answer to that question is as varied as the genre of photographers reading this article, but to put it simply, it all depends on what you do, who you serve and how they wish to be communicated with.

I’ll give a few examples: If you’re a commercial shooter meaning the majority of your work comprises of clients for advertising campaigns and magazine editorial most likely your website may or may not attract the attention of your end client (meaning the person who makes the hiring decision).

Most likely you will be marketing your website to ad agencies and sales reps. It would suffice to say that these agents and reps are not likely to volunteer their contact information especially their email address via your website as they are bombarded with unsolicited email as it is.

So with that said, this form of database collection will probably not apply to you.

On the other hand, a photographer whose clientele comprises primarily of private 1-on-1 clients i.e. wedding, family and pet portrait photographers, photographers who lead private workshops and especially fine art photographers for example would be better candidates to leverage their site traffic into subscribers.

Ultimately what makes a compelling offer is dependent upon your service. I’ll give you a few ideas:

Subscriber based pre-announcements of workshops you offer, preview’s of dvd’s and/or cd’s or other digital documents like e-books and special reports. Of course many of these things can published and distributed as downloadable content.

Other excellent options: add on services like private telephone or in person consultations, even a free preview class or webinar and add-on products like physical prints, books, etc.

The key is to prominently publicize your offer as a value added proposition in addition to general news, updates and information you provide.

3. Consistently extend the invitation to join your list on and off line

If you’ve discovered that your particular photography service lends itself to this style of marketing your goal should be to continually invite new prospects to connect with you.  For example, don’t just say, “go to my website  and sign up for my free newsletter or email updates”.

Instead, try talking about your compelling offer, for example: “I lead photo safari’s in South East Asia, and I offer a FREE DVD showcasing the highlights from my latest group tour that includes several bonus tips that I only share with my private students! Why not visit my website or better, give me your business card and I’ll send you a link to download the video, plus I’ll send you a complimentary subscription to my newsletter, how does that sound?”

Do you see the difference? The first example doesn’t peek the listeners curiosity or more importantly provide a strong call to action.

So think of something that you can easily produce and distribute and most importantly something that would be of sincere interest to your target subscriber and then promote the heck of it.

4.  Be engaging (and remember) “Getting people to subscribe is only half of the battle, keeping them engaged is where the real work begins”.

You must be engaging, get this wrong and your list will dwindle or worst become non-responsive.  As a matter of fact once you begin communicating with your list you should reasonably expect about a 10 – 20% percent drop off -or- unsubscribe rate overtime.

On the other hand if you consistently communicate valuable information and resources to your list (and not bombard them with sales messages) you can expect about another 10 to 20% will actually go to the next level and become paying clients or customers.

The remaining 60% percent or so you’ll probably never hear from -or- they will either move themselves to the next level and become a client and/or eventually unsubscribe. The key is not to worry or overly concern yourself with this.

Your goal is to cater to and nurture the 10 to 20% that wants to hear from you and at some point either now or in the future pre-qualify themselves to do business with you.

Other ways to engage your list:

: Publish weekly or at the very least bi-weekly e-news, tips and other information to your subscribers

: Occasionally make special offers, it could time limited offers of your exciting products or services

: Create an event, it could be either in-person or online. For example, if you recently published a book, teach a class, been interviewed or having an exhibition or anything that engages your subscribers share that news and encourage participation.

5.  Have a follow-up system in place

As you develop your database you must follow up.  I once heard a very successful business and marketing coach say, “Your fortune is in the follow-up”.  It’s true; you’ve probably also heard the saying out of sight – out of mind.  Well, if you aren’t consistently connecting with your subscribers they will soon forget about you. Guaranteed!

So with that said my recommendation is to balance your online with your offline marketing efforts.  What do I mean? I’m talking about doing some things consistently online for example: emailing current subscribers in your database and/or regular posting on Twitter or Facebook if you engage in social media.

At the same time you should plan to invest a few hours a week participating in offline activities and connecting directly with prospective clients like networking, cold calling, attending live events, etc.  The key at this point is not asking directly for the sale during these initial interactions, but creating an opportunity to connect later and deepening the connection you’ve already started.

As you continue to do both make it a point to invite prospective clients to visit your website or blog to further engage with you.

6.  Encourage sharing

Finally encourage sharing; the fastest way to grow your database is to ask your current subscribers to spread the word about you.  Whenever you send an email or give someone one of your business cards ask them to share your message with friends and colleagues in their database they feel would benefit in learning more about you.

If you use a service like Constant Contact or any of the other online services I mentioned at the beginning of this article doing this will be a quite easy.

Many provide a share link or button that you can easily plug into your emails.  Don’t underestimate the power of word of mouth.  It’s still very powerful.

With that said I’d like to encourage you to share this week’s article your colleagues if you believe they will benefit.

In addition, I’d like to extend an invitation to help you implement some of these strategies into your business.  Did you know that I offer a program called “Clarity Into Profits” Laser Sessions?

If you have a moment I’d like to take this opportunity to tell you more:

These are complimentary on the spot laser coaching strategy sessions where you have the opportunity to speak with me directly to get the clarity and support you need to run your business, instead of it – running you!

A question I’m often asked: “Is your program for everyone?” The short is answer is no, but I find that practically anyone no matter where they are in their business can benefit from having their business and marketing strategies explored by an objective eye.   My sessions are designed to provide you with options, focus and natural next steps.

If this sounds like you then I may just be the person you want to have a conversation with.  My session’s usually last about 15 – 20 minutes and they are completely complimentary.

To self schedule – please visit this link to view my “easy as pie” online appointment book.   Once you book your session you will receive an instant confirmation by email.  Plus another personal note from me.

So if you’re ready snap up one of these spots I encourage you to move forward today. I look forward to speaking with you.

WHO AM I:

My name is Rodney Washington, and I am a Marketing Strategist for Creative Entrepreneurs and author of the book: Eye On Marketing: 41 Days From Struggle And Confusion to Clarity Into Profits. Click the title to learn more and order your copy.

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‘You can’t focus on where you want to go and hold on what you have at the same time’

I’m sure you’ve heard that a trapeze artist must release the bar he or she is holding on to before they can fully commit to the new bar that awaits them.

I’d like for you to create a visual of that in your mind as you read this article because it not only sets the tone for today’s lesson, but if you really think about it, this metaphor is the foundation for all the results you’ll experience throughout remainder of this year.

First, I’d like to start by asking now that we are into the third week of 2011 what are you holding on to from 2010 that no longer serves you?

It could be anything from the website you’ve been updating for the last six weeks (or months) to all the ways you struggle with procrastination and/or indecision.

What or whom you are holding on to doesn’t really matter. What matters is that you recognize what’s not working and that you make a vow today to let go of it.

Finally, you must be willing to get into action this week to change it.

Referencing our trapeze artist metaphor let’s examine some areas where holding on could be costing you more than reaching for what you truly want.

For the sake of this example let’s say that you’ve resisted promoting your photography services to potential clients because it’s taking longer than you initially anticipated to update your new website.

Yes, while it’s important that your website is current, you must ask yourself “is waiting weeks or possibly months to get the updates completed worth the income that you’re missing out on today?”

Is the only way potential clients can experience your work is via your website? Think of this way, everyday that you’re not out there making appointments and showing your work you’re losing income.

Here’s another example: let’s say you struggle with procrastination? Perhaps you have a goal to show your work in a local gallery but you consistently fail to do the research to find places where you could exhibit.

Would you rather waste precious energy feeling badly about your in-action or would you rather schedule a day this week, perhaps after you finish reading this article to hop in the car and drive around to some galleries where you would like to be considered?

Whatever your block the point is to move forward and to do that you must be willing to let go of what’s safe, comfortable and familiar in order to embrace what’s waiting for you on the other side.

Like our trapeze artist, he or she will never be able to embrace the new bar until they fully commit to doing so.

Can you commit before you let go?

Sometimes, but I often find the results in almost all instances are less than what you deserve to experience. Allow me illustrate where holding on can actually do more harm than good.

Imagine you have a client that provides you with consistent work, but they take up a tremendous amount of your time, so much so that you find it difficult to maintain your marketing activities because you’re so busy.

How would you handle that?

• Do you forego your marketing activities until you complete your current assignment?
• Do you hire a marketing assistant to help you with your marketing activities and raise your rates to cover the cost?
• Or do you succumb to feelings of overwhelm and just hope that your current client continues to need your services?

In the first scenario you realize that you have a situation that needs your attention. You’re busy, fantastic! but, for how long? Yes, you could forego doing anything until your schedule frees up but is that the best choice for your long as well as short-term income goals?

In the second scenario, you could hire some extra help, someone qualified to handle your marketing activities and to keep things on track, but do you dismiss it because you wonder where you’ll get the money to pay for it?

Or do you fall into the third scenario, where you are so mentally drained that you do nothing and just hope that things will work themselves out?

If you think about it, all three scenarios have a common thread. They all require you to let go of something.

In these instances you must be willing to let go of feelings overwhelm, loss of income, fears of rejection, doubt or worry in order to embrace a thriving business that works for you and not you for it.

So again I ask you. What are you willing to let go of today in order to reach your goals? Remember, it’s your business and you can experience it anyway you want.

I’d like to invite you to share in the comments box what you are ready to let go of in your business in order for you to prosper the way you deserve.

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Recently a colleague asked if I would perform a website evaluation before he launched.

As I reviewed his site and it’s functionality several key points came to mind that I realized would make a great lesson for my community and I wanted to share them with you.

The following is a rundown of what I believe makes a salable website. Many of these will be obvious to you but I believe they bear reviewing again. If you’re in process of developing or revamping your current website many of these tips will serve as gentle reminders.

For others, the following observations are worth considering. In addition, I’d like to suggest an exercise that will help you get clarity on the current state of your web project.

Take out a blank sheet of paper or create a new document in your favorite text editor on the computer and jot down your responses to the following questions as you move forward.

#1 – Who is your site intended? Who is your target audience?
For example, are they?

• Art Directors and/or potential commercial agents?
• Brides?
• New mothers with infant children?
• Art Galleries?
• Corporate executives and/or small business owners?
• Pet Owners?

Having a deep understanding of your audience plays a key role in the decisions that you make as you move forward with your site.

#2 – If you have or plan on having a Flash based website have you sufficiently tested it to make sure that the galleries load quickly? Other questions you should ask at this point are:

• Have you tested all the links? Are their any broken links?
• Can users locate the home page easily?
• Is the navigation system easily to understand?
• If you plan to use fill-in-forms, do they work?

#3 – Do your images reflect your intention? In other words, have you edited your online portfolio to reflect the type of work you’re currently seeking? Does your portfolio speak to the audience you want to attract?

#4 – If you intend to sell images or services directly from your site has your shopping cart been tested to make sure it’s functioning properly? Have you actually attempted to purchase your own work to ensure the buyer experience is flawless from first click -to- email receipt?

#5 – Do you a have an automated follow-up system in place? Keep this in mind your website is about more than just aesthetics. It’s a lead generator! Every person who takes the time to visit your site is a potential client.

• How will you increase the chances that they take action towards developing a relationship with you?
• Do you make it easy for visitors to give you their contact info?
• Do the web forms work?
• Do you actually follow-up when they do?

Think of your website as more than just a digital representation of your product. View it as a critical first impression that will determine whether or not a prospective client will desire to move forward with you. It’s important to do your homework before you launch or re-launch your website.

Let’s recap the points I suggest you take into consideration as you develop your plan to create a website that works for and not against you.

• Know the audience your website is intended for?
• What do they do?
• What is a typical day like for them? Remember there is a great deal of noise these days vying for our attention. How will your site be a stand out experience for your visitors?
• Make sure your visual story clear and consistent image after image?
• Is it easy for users to take the next step in working with you?
• Do you have a follow up system in place that you can use to develop and maintain a relationship with visitors?
• Finally do you actually follow up with the people who give you their information?

Your website is one of the most powerful tools you have in your marketing mix. Take the extra time to make sure that your website represents you and your work in the best possible light.

Review the above tips regularly throughout the year to ensure that your website is a memorable winner.

If you would like me to perform an evaluation for your website, even if it’s in the pre-launch phase I’d love an opportunity to review it for you.

Many of my clients and colleagues have told me that I bring a fresh new set of eyes to their projects and that I’m able to to pick up on things that they otherwise miss.

If you would like to schedule a consult please send me an email to: rodney@eyeonmarketingsuccess.com.  I will be in contact to discuss how we move forward usually within 24 hrs.

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My 5 Best Goal Setting Tips That Will Grow Your Studio in 2011

First I want to say Happy Holidays to you. I love the holiday season because I know that a new beginning is just around the corner.

But if you’re anything like me then you may be feeling a bit uneasy that 2010 went by so quickly.

But guess what? 2011 will be go by just as quickly. So with that said – looking back – how was the past 12 months for you and your business?

• What big goals did you set for your business this same time ‘last year?’
• What did you achieve in 2010?
• If you didn’t achieve what you wanted, what do you think was the biggest reason why?
• If you did, what was the single biggest thing that contributed to your success?

Whether you’re a fan of goal setting or not, your particular method of goal achievement is not as critical that act of setting goals in the first place.

Goal setting in my opinion helps to shape your focus. Without focus you’ll often find yourself wondering from one random thought to another without any direction; so with that said, if you didn’t achieve your highest goal in 2010 what do you think contributed most to the goal not being achieved?

Could it have been that you picked goals that weren’t really worthy of you or perhaps you experience lack of/or loss of focus along the way?

In this article I’m going to outline my 5 best goal-setting tips that (if you work them) will practically guarantee success in 2011.

1. Get Clear - Clarity is paramount. Knowing what you want is the single most important ingredient in setting worthy goals. I invite you take some time over the last weeks of 2010 and begin journaling about what you REALLY want to achieve in the next 12 months.

Clearly see your outcome and leave no room for confusion. *Remember a confused mind always says no.

2. Create the BIG Goal - Once you pick your top goals for 2011, I’d like to invite to narrow your selections to no more than about three goals worthy of your focus and energy. It’s important not to overwhelm yourself with too many goals at once. Next take your top one -to- three goals and select the one(s) that excite you most right now.

This is very important. The goal you select must light you up at the mere thought of achieving it. (They can’t be an “oh it’d be kind of nice if this happen” type of goals)

This bears repeating: It’s critical that you’re passionate about the achievement of your BIG Goal.

This leads to goal setting tip number #3

3. Make Note Of Your Feelings - If you have any doubts about the your new goals check in yourself to see how you are feeling as you think about the goal(s) you just set. It’s important that really FEEL the results of your goal as you think about it. This is the secret ingredient that will keep you going when times get tough. 

Take a moment and look at your list and as you read them ask yourself the following question. “Am I mildly interested in this? Or, Am I really excited about this?”

My suggestion: Keep at this goal setting exercise until the only goals you have on your list are the ones you’re most excited about. Think about this way, if you’re going to work hard to achieve something shouldn’t it be something that truly excites you?

4. Prepare A Plan - *Do not move on to this step until you’ve completed steps one through three listed above. Assuming that you’ve done this then you’re now ready for step four. Prepare a plan.
Take out a clean sheet of paper and at the top of the page write the goal you’re most about, then working backwards from where you are list the steps necessary to accomplish your goal.

Using myself for example, last year this time I had a goal to write and publish my “first book“. So the first thing I decided this was the goal I most wanted to achieve I decided the first step was to design a cover for my new book. Next, I made an announcement to my readers declaring my goal. 

Looking back I believe this was paramount because it put me on the spot, I was now accountable, I had to get it done, I told everybody it was coming.

To keep me on track throughout the first half of 2010 I kept talking about the book, telling my readers it was coming. Doing this I believe helped to ensure that I actually got the book done.

5. When You Achieve Your Current Goal, Know What You Want To Accomplish Next - Before I get into this, I want to make a confession. I didn’t work this principal as much as I could have in 2010.
From the outset I was so focused on completing my book that I neglected to direct any energy toward what I wanted to accomplish immediately after achieving the current goal I’d set for myself.

Looking back in retrospect I believe it’s important to have another BIG goal waiting in the wings ready to replace the goal you’re currently working toward.

The reason for this is two fold, one it will keep you from becoming complacent after you achieve your current goal and second, if the new goal compliments the first this will help to make your vision greater than what you originally envisioned.

So to recap:

• Get Clear (Know Without Question What You Want)
• Create The BIG Goal
• Make Note Of Your Feelings Towards This BIG Goal & Be Excited!
• Prepare An Action Plan To Achieve It
• Know What’s Next & Be Ready To Action On It

I want to take this opportunity to say it’s been my honor to connect with you in 2010 and I look forward to deepening that connection in the coming new year. With that said be on the lookout in the coming weeks and months for several exciting new opportunities to turn your business into the success it deserves to be.

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Below are 5 effective ways to make more money during and even after the holiday season.

1. Remind everyone you know that photographs make the perfect gift.

*Just remember tailor this to the needs of your particular audience. For example, if you offer portrait services, remind your best clients that the start of a new year is the perfect opportunity to update their portraits for their website, blog or other marketing materials.

How to promote this? Create a gift card that could contain a special gift certificate that they could give to the budding entrepreneur, author or speaker in their lives.

Options to encourage gift card sales:

• Gift family members like grandparents who could redeem the certificate to select additional prints from a recent family portrait session.
• A husband could give a boudoir session to his wife
• Budding entrepreneurs starting a new business.  As I mentioned earlier business owners need at least one good headshot for his or her marketing materials
• Anyone decorating a new home or office need artwork for the walls (your photographs are great option)

2.  Use Facebook

to share the news about your sale or special holiday offer. When you log onto Facebook look for the “Event” link (located on the left hand side of the FB home page) and then post details about your event and new holiday program.  Be sure to feature images from your current portfolio to highlight your special promotion by creating a promo banner graphic.

You can do this fairly quickly in Photoshop or any image-editing software program.  Finally, encourage your Facebook community to ‘share’ your event with their contacts on and off Facebook.  *This is key

3.  Create An Event

instead throwing a typical Christmas party why not use your gathering as an opportunity to host a Facebook Portrait event?

How this works? Photograph individuals or do small group portraits of all the guests at your holiday soiree and then post the finished images on your Facebook page for later collection.  In your invitation inform your guests that they can retrieve their images on your page and make sure you print the link in the invitation or better still personalized thank you card.

Facebook portrait events are not only a great sales opportunity but an excellent lead generation tool that will continue to generate business for you for months if you do it properly.  I offer a simple to follow program detailing all the steps necessary to successfully host your own event. Details are available at the end of this article.

Additional sales and marketing tips:

Collect email address, Facebook URL’s and even physical mailing addresses at your party (if you don’t already have them) and then reach out to these prospects throughout the year.

Offer a special time limited one time only discount offer.  For example, “If you would like purchase additional prints you must act by” and specify a date and time that your offer will expire.  It’s important to make sure that you emphasize a clear and definite deadline.

Create additional packages or services that are only available to guests the day of your event. Be sure to emphasize a date to take action and encourage sharing your announcement online and off.

4.  Share your good fortune!

Giving to others less fortunate than you is an extraordinary gift.  If you have charities or organizations that you support why not donate a percentage of your proceeds? I personally love the Help-Portrait community.

Help Portrait is an organization created by celebrity portrait photographer Jeremy Cowart who brings photographers from around the world together in support of their local communities by offering not only portrait services, but other essentials like blankets and food. I only mention them because if you don’t currently have a charity you support this a great organization to consider.

Whom ever you choose make sure it’s an organization you believe in and would support anyway and that it’s a cause that your clients would feel the same about.

5.  Reward Fast Action.

I don’t know what your business goals are for 2011, but one thing you should seriously consider is raising your prices, even if only by a few percent.  With that said, the end of the year is the perfect time to make an announcement of that fact to your community, current clients and prospects.

The key is not being shy about letting your tribe know that “now” is perfect for opportunity to take action on working with you (especially if they’ve been on the fence) if they want to lock down your 2010 pricing.

Ways to implement this:

• Announce your price increase on your newsletter, on your Facebook and Twitter pages
• If you plan to do a holiday mailing use the mailing to announce it.
• If you have a phone list of clients and prospects spend a day or two and dialing them up.  Leave a message on their voice mail.

The key here is not to allow shyness or worry stop you from taking action. As a matter of fact, some people prefer to wait until the holiday’s to make last minute purchasing decisions.  Why shouldn’t they spend some of that money with you?

I’m taking my own advice.

Just so you know that I am taking my own advice, and as such I am offering everything in my success library for sale for a limited time including my new book and coaching packages.

Click on the links below to be taken to the pages featuring the products to learn more.
=>Eye On Marketing: 41 Days From Struggle And Confusion To Clarity & Profits

=>FREE Photos For Facebook Event course -AND- my Signature Coaching System

=>“Clarity Into Profits Blueprint System” all 30% off until Wednesday, December 22nd at midnight PST!

Discounts are taken at checkout with the exception of the coaching packages, those I’ll issue your discount directly.  Just be sure to pre-book your complimentary session prior to the deadline to secure 2010 pricing.

Not sure which one is right for you?

If you’re thinking about hosting a Facebook portrait event this program will get you up and running quickly. It’s a powerful income and lead generation tool.

Curious as to how to generate the most amount of interest in your photography services and programs in the least amount of time? My new book Eye On Marketing will supply you with 41 ideas, presented in 41 days all designed to turn your business around in 6 weeks or less.

Finally, for those of you ready and committed to go to the next level, eager to revamp your business and attract more clients in 2011. Then one of my private 1-on-1 coaching packages could be just the kick-start you need to get your business headed in the right direction.

All of these products and programs are available for 30% off their regular price! But only until Wednesday, December 22^nd 2010 at midnight PST!

My suggestion to you is don’t wait… get started now during the holidays and then be ready to rock and roll in 2011!

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I had the extraordinary opportunity recently to attend a business, marketing and mindset retreat where I was in a room with over 150 entrepreneurs.

These highly motivated individuals (myself in included) were all in various stages of entrepreneurship from start up to many years in business.

Regardless of the length of time the common denominator we all shared is that at some point in our business career we fell prey to slipping into an “employee mentality.” This is especially true during times of financial crises as many of us are experiencing at the moment.

What do I mean by employee mentality? What I’m talking about is making a decision either consciously or unconsciously to take a passive back seat role in your business.

Think about it, when you were a paycheck employee generally your income (unless you’re in commission sales) is not dependent upon things like sales conversion and lead generation. Essentially when you’re employee you’re hired to perform an assigned task and as long as do as expected you’re okay to continue to work for that employer.

But when it’s your own show, the rules of the game are quite different. Not only are you responsible for lead generation and sales conversion, but you also have to perform the task you sold to the client. In addition, you’re responsible for all of the postproduction responsibilities, client follow-up and service delivery. It’s a lot to handle, right?

So when your business is stifled it’s easy to slip into apathy around sales and marketing tasks which is essentially nothing more than your own unique system of sales and lead generation.

The key to combating this of course is always having a steady pipeline of new prospects that can be converted into new sales. Seems fairly simple correct? Well in actually it is, not so much so for creative types like photographers, illustrators and graphics designers for example.

Generally for creative entrepreneurs our focus in not centered on marketing, lead generation and sales conversion. Why? Because these tasks typically do not speak to our creative spirit. So, as a result these tasks tend to fall by the way side.

Let’s face it, you didn’t start a business to focus on these mundane tasks, or so you thought, right?

You have a passion for your craft, skill or trade and made the decision not to do it under the controlled watchful gaze of an employer so you decided to go out on your own and going out on your own meant starting a business.

Perhaps in the honeymoon phase of your new enterprise you picked up paying gigs fairly quickly from referrals sources close to you, usually family members and close friends. But at some point the honeymoon ended and those referrals sources dried up. So what do you do?

Well, you began looking for new lead sources (you may not call them that, but that’s what they are) and so the thing that you loved to do has now become all too real and sometimes not so much fun.

At this point generally this is where apathy towards marketing kicks in and we start viewing our business from an employee mentality. You’ll know if you’re in this mindset because you begin having money struggles. Often you’ll find yourself day dreaming about that elusive magic bullet that is going to handle all of the things (that your previous employer took care of) so your focus can be on being creative, right?

That day dreaming about “someone else” charging in to save the day is what I call having an employee mentality.

You see when you made the decision to start a business centered on your creativity you did everything that was necessary to support that decision.

For example, you invested in purchasing new equipment; training and you’re probably still doing so to this very day. But think about it, when was the time you invested into your mindset and in learning how to set up business and marketing systems that are going to allow you to live your passion full out?

If you never have, can’t remember or you don’t know it’s now time to make a new decision, one that supports you operating a successful enterprise around your creative passion.

The bottom line is simple, you’re no longer a hired hand but an entrepreneur! To me the true definition of an entrepreneur is that of an innovator, a creator, a risk taker, and an employer, not an employee.

I invite you to begin to view your passion from this position. Now is the time to invest in yourself, and that means your mindset as well as your sales and marketing systems.

I’ll close with this, now probably more than any other time in the last three decades our financial future it’s totally up to us.  Meaning jobs that were once plentiful are not so much any more.  On the flip side because of the internet we have access to more resources than ever before in history to not only embrace but navigate the choppy waters of entrepreneurship.

What does this mean for you?  Truly for the first time in modern history we as individuals have more control over our creative and financial destinies than ever before. Think about this for a moment if there is no job at McDonald’s to fall back what are you going to do?

If you’re ready to drop your employee mentality and step into your own inner entrepreneur I invite you contact me to schedule a complimentary get acquainted strategy session.

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