Photo Marketing Mentor

There are some school of thoughts in the online marketing world who believe or least predict that email marketing either doesn’t work or will soon die.

I still believe that no matter what you do to market your business online having a list of pre-qualified subscribers who have raised their hands and said yes, yes I want to hear from you, I want you to teach me something, show me something and yes eventually offer me something that I can purchase from you is like having an ATM machine on your desktop.

In this brief tips article I want to share with you 5 tips that will put you on the road to turning your inbox into a ATM.  Now I don’t know about you but there is no better feeling than finding receipts in your inbox full of purchases made while you slept.

It’s not necessarily free money, (there is definitely work involved) but I can tell you from personal experience, when it works, it will certainly feel like it.

Today’s article is a brief introduction to the process of email marketing, enjoy it and after you’re done reading take my FREE poll and tell me what’s on your mind.

1.  Focus on building a ‘real’ relationship with your audience. People to love to work with people that they feel like they know like and trust. Any attempt to market your photography services, prints or stock images will fall on deaf ears or in this case ‘eyes’ if you fail to do this.

In the beginning stages of building your list focus your efforts on establishing that know, like and trust factor with your readers.  How?  Easy, by finding out what’s on their mind and developing and delivering compelling content that answers questions and engages them on a consistent basis.

2.  Don’t assume anything. This ties directly to relationship building in tip #1. Part of getting people to like and trust you include listening to them.  Your readers want to feel heard and that’s why you want all of your email marketing efforts to be engaging.  What’s the quickest way to accomplish this? Ask questions.

You may have an idea around a particular package or program you want to design that excites you but may be less than exciting to your readers.  Don’t assume because you can, you should.

3.  Use surveys and polls to engage with readers. Short surveys or polls are an easy way to ask your readers questions about new products, packages or programs you’re considering.  A service I use regularly is called Survey Monkey.  Survey Monkey will allow you craft surveys up to 10 questions for free.  More than ten requires a minimum monthly charge of $19.99 per month.

If you own a blog you may want to consider a service called Polldaddy.  Polldaddy isn’t as sophisticated as Survey Monkey in my opinion but it’s an easy way to get quick answers to specific questions.  Either strategy will let you take the temperature of your readers before investing in a creating a service that could be a snooze.

4.  Launch your products and programs as an event. Think about it, we all love the idea of a good party.  With that said don’t just casually mention a product, program or service in your newsletter. No, if you want results make an announcement of it.

Think of it this way, when Macy’s wants to increase the foot traffic in their stores they don’t just say “We’re having a sale on Saturday if you’re in the neighborhood please come in”, or worse, they say nothing at all.  Macy’s announces a 1-Day Sale Extravaganza complete with blockbuster deals, limited quantities, balloons etc.

5.  Seeding your audience breed’s excitement. When you know you have something big coming up again don’t casually mention it.  No, seed it. Seeding is like dropping hints that something is coming.  Something big.  If you know that you want run a special or promotion or something big, start dropping hints to your subscribers several weeks before you actually announce your offer.

For example, a executive portrait photographer could seed his/her audience that their will be an opportunity coming soon where by they can have their portrait taken while being exposed to several key contacts in the local community and receive several business building strategies.

Do you see how someone on your list would see the value in this?

Now I would like to peek your curiosity with an opportunity that I’m working on and will be announcing very soon, but until I do this I want to ask you for something.

Below this article I have a short poll featured about a new program I’m working on that will teach you everything I know about email marketing strategies that work.

If you could be so kind to participate in this poll it would mean a lot and help me create something that will help you get results.

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It’s been said that it’s easier to keep a current client happy than to find a new one. Well, in todays business building tip article I will provide you with 6 ways to keep your current clients engaged and raving about you to their network colleagues and contacts.

1. Create a pre-session client questionnaire. This is your golden opportunity to learn your clients likes and dislikes.  For example: ask questions regarding their favorite things to eat and drink.  You can inquire about favorite music styles, type of flowers, room temperature etc.

The more you can learn about your clients personal preferences and then provide them during (or send as gifts) after the shoot the more impressed they will be with your attention to detail.

2. Schedule a brainstorming session with a business mentor or colleague to develop new and unique ways to provide a premium experience for your client

3. Setup an account with Sendoutcards.com to handle the delivery of custom note cards and small gift item fulfillment.

4. Publish an ‘experience’ magazine using a service called Magcloud.com – The magazine of course will feature your images plus articles and/or stories, suggestions, tips etc. Mail these exclusively to your ‘premium’ clients.

5. Think in terms of a ‘total’ experience. What I mean: from the moment the client says “yes” all the way to delivery of the images, leave no stone unturned. Examine and improve everything from your print materials to the packaging.

Offer a private members viewing area on your website, add a custom blog and registration area, send birthday note cards, cater a private lunch etc.

6. Try partnering with other businesses that can provide complimentary service. For example, restaurants or private chefs that can offer catered meals. Spas that provide facials, massages, makeup artists, hair stylists, etc.  Basically anything that can enhance your client’s experience and keep them talking about you in a positive way is golden.

Bonus Tip: Pick up the book “The Purple Cow” by Seth Godin. It is an excellent resource of ideas and inspiration to help you create a dynamic experience for your clients.

Did you like today’s tip article?

Would you like more tips, checklists, training resources and support to turn your passion for photography into a profit generating business?

If you answered yes consider adding my book Eye On Marketing: 41 Days From Struggle and Confusion to Clarity & Profits to your business building toolkit. This book is your “daily action guide” and marketing blueprint to a photography successful business.

But I will tell you that the suggestions and resources I provide in this book and complimentary online Jump Start Program can be by used any small business owner or creative professional.

Click the book cover featured above or right here to secure your copy today.  The book is available in both print ($24.95 +s/h) and $20.00 immediate digital download.

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As a marketing coach and consultant I am always looking for ways to give my clients strategies they can use to acquire more and better paying clients.

But today I want to talk about something that is rarely spoken about for professional photographers.

And yet, it’s a subject that I know for a fact is vital to your success.

Focus On Providing Excellent Customer Service!

But before I talk about this I want to tell you what inspired this article.

Recently I decided to visit my local taqueria to get an order of my favorite Carne Asada taco’s. The restaurant offers really good food at even better prices, it’s a treat every time I go. I love the food but I can’t help noticing that no matter what I order or how busy (or slow) the restaurant it always to take fifteen to 20 minutes minimum or more to get my to-go order.

On a recent visit I noticed that they take phone in orders and so I thought “great, the next time I want dinner I’ll just phone it in”, pretty simple, right?

So a couple of days ago I was totally engrossed in work and I didn’t feel like cooking and remembered that my favorite taco stand takes phone orders. Instantly I grabbed my Blackberry, hit the speed dial (I’m a dedicated taco fan can’t you tell?) and within minuted placed my order to which I was told that my meal would be ready in 5 to 10 minutes. Great!

I finished up some phone calls and then hopped in the car for a literal 2 – 3 minute drive to the restaurant. Once I arrived I told the cashier that I wanted to pay for my phone in order and confirmed my name. I paid and the cashier promptly disappeared, I assumed to retrieve my order or so I thought.

He didn’t and I waited.

Soon two minutes quickly turned to ten and then fifteen. The regular amount of time it takes to get an order when I just walk in.

Of course my immediate thought was “why did I bother to phone in the order if I am still going to wait 15 minutes anyway?”

Now I know what you might be thinking about now “What does tacos have to do with my photography business?” Well I’ll tell you, it’s simple, customer service.

In the case of my recent experience I am a regular with this business, but that aside, isn’t the point of ‘calling it in’ the convenience for the customer?

My point being is simple, as a business owner make sure that you always take good care of your customers whether you sell tacos or photography. Attention to detail is the cornerstone of customer service and good customer service is the name of the game if you want to have a sustainable business. Especially in this economy.

I’ll share a phrase with you that I love, “People don’t care how much you know, until you can prove how much you care”. In the case of my recent experience of course I realize that things happen. Perhaps they became inundated with orders right after I phoned in mine.

I certainly noticed a substantial line forming immediately after I paid but the point I want to make is not as much about the product as it is about the service.

Our clients have a lot of choices today, but for the purpose of this article I can practically guarantee that there is a photographer serving the exact same client as you, possibly in the next block. Certainly in the same town or city.

“People don’t care how much you know, until you can prove how much you care”

My point being is that if you can’t compete on subject matter or photographic style, and you certainly shouldn’t compete on price the only thing you have left is service.

Now more than ever how you engage and welcome new clients into your business, how quickly you deliver the goods, how cared for and acknowledged you make your clients feel goes a long way towards how profitable your business will ultimately be.

So you see at the end of the day it doesn’t matter what you sell. Business is business and customer service or the lack there of could be the deal breaker in how well your photography studio runs.

My challenge to you this week:

Take some time this week to explore how well you are connected to your clients, pay extra special attention to the way you service them before, during and after the transaction.

Some questions you should be asking yourself:

• How easy do I make it for potential or current clients to reach me?
• What is my current turn around time for deliverables? And can it be improved?
• Do I offer any premium services? Another way to look at it is, do I offer anything that’s special, that would stand out for a potential client?
• Do I make it easy for my current and former clients to give me referrals?
• Have I recently surveyed my current clientele to see how they would rate my level of service?

Finally make notes on how you could improve. Your people will tell you what they want if you ask them.

Final question: What could I implement this week to wow my current clients and make them pick up the phone or come in?

The bottom line: Even in this funky economy people are still looking for places to spend money. But more than that they want acknowledgement, they want to be heard and above all else they want excellent service.

Even if your current clientele base enjoys working with you but you do nothing to encourage them to maintain a relationship with you, then you can consider your investment of both the time and money to get that client a bad investment.

Why? Because you have work twice as hard to find another client to replace the one you lost. Have you ever heard the saying?, “It’s easier to get someone whose already done business with you already to do business with you again than it is to find a new client”

Your action plan:

Review the questions posed in today’s lesson

Put a plan in place today to wow the clients you currently have and/or find a way to reconnect with the ones you’ve lost contact.

And if you don’t want them back for whatever reason, create a profile of who you do want to work with and expend your marketing dollars and time to wow them.

Either way dedicating yourself to go the extra mile can go a long way towards growing your bottom line.

I would love to know one thing you do to wow your current clients! If you have an idea that has won over your clients and encouraged them to give you repeat business please share them in the comments below.

Join My Best Customer Service Idea Contest:

The best customer service related story or idea will win a FREE copy of my book (featured on the left): Eye On Marketing: 41 Days From Struggle and Confusion to Clarity & Profits.

This book has been a game changer for a lot of photographers who have read it.

The recently updated my book gives you 41 practical marketing and mindset strategies that you can use immediately.

To read the growing list of testimonials and get more details about the book visit this page.

But to be considered for the drawing don’t forget to leave your best customer service story or idea that you’ve used to wow your clients and get repeat business.

I will personally read all of the comments posted here on the blog and the best one will receive a complimentary copy of my book: Eye On Marketing: 41 Days From Struggle and Confusion to Clarity & Profits.

Who knows? If I receive enough really interesting comments I may decide to sweeten the deal with an extra ‘surprise’ bonus or two.

Good luck!

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FREE Downloadable Mini-Workshop - Get Your Workbook Here

To learn more about my book Eye On Marketing: 41 Days From Struggle and Confusion to Clarity & Profits, including details on how to get personal 1-on-1 mentoring from me directly visit my website at: http://www.eyeonmarketingsuccess.com/thebook for details.

PS: Do you have a burning question about how to market your photography or creative services and products?

• Do you have difficulty staying motivated?
• Are money concerns starting to get you down?
• Are you less than pleased with type of clients you’ve been attracting lately?
• Are you confused about how to price your products and service?
• Are you tired of going it “solo” in your business?
• Finally, would like the support of a community of fellow photographers and artisans where you can connect, share and receive support?

If so come join me on Wednesday March 30 2011 at 4 P.M. PST/7 P.M. EST for my first Eye On Marketing: Q & A Support Call.

This is a new program that I’ve created exclusively for readers of my book.

To learn more about this FREE bonus program pick up a copy of the book (if you don’t already have:-) and register to receive instant dial info on this important call designed for the new tribe of creative entrepreneurs!

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Wow it has certainly been one action packed week!

For starters I began working with two powerhouse online marketers for pro-photographers Blogger & Publisher Cris Mitchell of ProPhotoResource.com, ProPhotoPublishing.com and Photographers Handbook and Search Engine Optimization Specialist & Author Zach Prez.

These amazing and generous gentlemen are graciously supporting me in helping get my message out to photographers by sharing my resources with their communities. In particular my new book: Eye On Marketing: 41 Days From Struggle and Confusion to Clarity & Profits.

The results I’ve seen this week have been nothing short of amazing with many copies sold over the past several days! It is clear that this book is shifting the way photographers and creative professionals create and build connections with their clients and customers.

I can tell you from personal experience that collaboration and sharing what you offer is the fastest way to increase revenues in your business. With that said without question the fastest way to experience similar results in your business is to make a commitment today to do the same.

I feel so strongly about this that I took it a step further!

As I mentioned earlier Zach is a Search Engine Optimization Specialist. But not just any SEO guy, but a specialist for pro photographers. How cool is that?!

Zach works directly with photographers in all genre’s helping them develop dynamic web pages and blog posts that get found, seen and read by their prospects many of whom become paying clients and customers.

Zach offers private one-on-one coaching, in addition to being the author of an amazing e-book titled the Photography Web Guide: 4 Essential Areas To Grow Customers Online.

I must warn you know that it’s a tiny e-book but boy does it pack a punch!

I purchased Zach’s book early last week and have slowly been going through it trying to absorb all of the great advice he shares. As a matter of fact I was so impressed that I reached how to Zach directly and asked him if he would agree to be interviewed by yours truly and he graciously said yes.

So yesterday I sat down with Zach for an amazing interview…. no, scratch that. It wasn’t an interview, it was a training! For example, one tip Zach shared will forever change the way I ‘speak’ about the images hosted in my own personal web galleries, it’s that powerful.

Anyway I could go on and on but instead I would rather invite you hear for yourself what this talented young man had to say. To catch the replay of our discussion visit this link to access the FREE MP3 and when you go there pay special attention to an amazing offer that Zach and I cooked up. I promise, it will literally transform the results you’re currently getting on your website and ultimately in your business.

Until next time, have a productive and profitable week!

All the best, Rodney

PS: There is a time limit on how long this recording will be available. I will be taking it down soon. So if you want to get it you need to act quickly!

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Wow what a difference seven days makes. Since we last connected I’ve experience quite a few changes in my business, more specifically around my new book.

For starters I experienced my first interview where I was the ‘interviewee’ instead of the interviewer. In case you missed it, I was a guest on the internet radio program ‘Social Media with Nan Ross’. http://bit.ly/i2GB5o

Nan was a gracious host and considering the seriousness of the topic selected we managed to have quite a bit fun as you’ll hear when you listen the replay.

I shared with the audience why so many new freelance business owners struggle needlessly in the first 12 months of operation. I shared three common reasons why this happens and of course I revealed three remedies to turn the odds in your favor.

Click here to listen to the replay of our discussion, I promise you’ll find some very powerful tips that will help you make immediate shifts in how you work with clients.

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I was reminded several times this week about the power of collaboration.

It has been my contention since I started the Photo-Marketing-Mentor blog that the fastest path to cash flow in your business is through relationship building and sharing resources. If you focus on those two things with care and consistency you can’t help but succeed.

One such recent collaboration happened while I was hanging out on Twitter recently. I noticed a tweet on my followers feeds by photographer, professional blogger and now publisher Cris Mitchell. You can find him on Twitter http://www.twitter.com/crismitchell

Cris and I connected when I first started the Photo Marketing Mentor blog over two years ago, but we lost touch over time. As a matter of fact I hadn’t spoken to him directly in about a year. But recently he continued to pop into my mind so when I saw him on Twitter I thought “Why not reach out and reconnect?”

Figuring the present moment was as good a time as any I sent over a message and within 20 minutes we started chatting.

I share this bit of information with you to illustrate how powerful trusting your intuition and maintaining relationships (especially those on social media) can be to your business. In a moment you’ll see just how powerful so keep reading.

For starters Cris is an awesome guy, he produces Pro Photo Resource an amazing blog for professional photographers. On the blog you’ll find everything from camera buying tips to the latest news and information on software, printers, editing techniques and so much more.

Cris works his tail off to provide timely content that not only affects the way pro photographers manage work flow and execute assignments but how they run their businesses.

Don’t miss his recent blog article on how one photographer is using his talents on the ground in Haiti to help underfunded organizations raise needed funds to assist those most in immediate need.  Please do give it read it a read if for the nothing more than to view the arresting photography.

Recently Cris launched a publishing division of his company called Pro Photo Publishing. As of this week Pro Photo Publishing offers 14 titles including yours truly. Yes, I’m very pleased to announce that Cris recently added my book to his growing roster of titles exposed to an audience of almost 10,000 pro and semi pro photographers world-wide!

As of last evening he informed me that sales are brisk and holding steady. Needless to say I was very please to hear this. If you would to learn more about the entire library of titles click here to visit his site.

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While I’m on the subject of collaboration I have another powerful one in the works with new colleague and fellow Pro Photo Published author Zach Prez.

Zach is the author of a fantastic new book the Photography Web Marketing Guide: 4 Essential Areas To Grow Customers Online. As a matter of fact our books compliment each other perfectly which is why we have decided to collaborate on a couple of upcoming projects the first being a brand new tele-training launching in just a few days.

If you own a blog or website that ranks low or non existent in the search engines.

Or if you experiencing consistent traffic but you’re not converting that traffic to new clients and customers this will be a a tele-training you don’t want to miss.

If this sounds like you you’ll definitely want to clear your calendar and listen to this exciting new interview I’m doing with Search Engine Optimization Expert for Photographers Zach Prez.

Keep a eye open for an email from me tomorrow with the details (date/time/place) for How To Get More Photography Clients Online my new tele-training with Zach Prez

PS: If you’ve been in the fence about picking up my new book you don’t want to miss this new tele-training. I will be announcing a something that will make your decision a no-brainer.

Have a productive week and we’ll be re-connecting soon.

All the best, Rodney

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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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Today’s video was created by my dear friend and mentor Portfolio and Marketing Consultant for commercial photographers Selina Maitreya! In it she talks about implementing affirmations as a powerful tool in your marketing toolkit.

And speaking of marketing toolkit, Selina has tirelessly developed an exciting new program that is launching very soon called Clarion Call 2011!

Clarion Call features 14 of the most respected names in the world of professional photography all of whom will be sharing their tips, tools and insider information on how to find clients, leverage and grow your photography business.

To see the incredible lineup of teachers and secure your seat click on the following link to secure your space!

Remember it totally free to attend but your must ACT SOON!

Clarion Call – February 11 and 12th 2011!

All the best, Rodney

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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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