Photo Marketing Mentor

‘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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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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How Cool Is This?

One of the coolest sites on the internet for photographers of all levels is Photojojo.com. (read my previous profile on them)

I love them because they’re always adding awesome new products practically every week but this one (being a avid coffee drinker myself) I thought was one of the best.

Just make sure that the next time you ask your assistant for the EF 24 – 105 before you unscrew that lens cap.  Be sure it’s an actual lens cap and not a half cap no foam:-) Sorry I just couldn’t resist.

Actually I’m so taken with this company that I’m trying to arrange a visit of their offices while I’m in the bay area in a couple of weeks.  Stay tuned.

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Did you know that there are two ways photographers ‘tell stories’

The first way obviously is visually, meaning how you compose the shot, light it, and most importantly the subject you select are three elements that create the perfect visual story.

But the mistake many photographers make when it comes to marketing is the way they talk about themselves and how they serve clients. Saying “I’m just a photographer” doesn’t tell a prospect a story that entices them to work with you.

I believe that “why” you do what you do is just as important if not more so than “what” you do.

Photographers are natural born story tellers, learn the steps to leverage your story into powerful marketing messages that attracts clients and sells more of your images in a special FREE tele-class I’m giving tomorrow evening titled:
The Recession Proof Photographer: 5 Steps To Moving From Struggle And Confusion To Clarity & Profits.

Again it’s totally free to attend and it’s a topic that is rarely spoken about. The power of story and how it can transform your marketing.

To learn more and secure a seat please go here to register.

==> http://bit.ly/9AcgFh

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I had a conversation recently with a very talented photographer who contacted me to discuss designing a marketing strategy program for her business.

As with all of these conversations I generally start by asking the following questions: “What do you struggle with most?” “What do you want to achieve?” and finally, “What’s currently stopping you?”

I ask these three questions to help paint a clearer picture about what’s going on for the person I’m speaking with, first for me and then for the caller. You know the saying, ‘can’t see the forest for the trees?’ Well never is that statement truer than when you’re trying to run a business. Especially a photography business.

Think about it, it’s very challenging to run a business that not only requires that you do the marketing to find clients, but then you have to execute and the deliver the work that you’re hired for.

Essentially it’s the equivalent of operating 4 businesses at once; first as a marketing consultant, second as a creative director, and finally as a digitization technician and customer service representative. To say running a photography business is challenging is putting it mildly.

So anyway after our conversation it got me thinking, why do so many photographers and creative entrepreneurs in general struggle so much when comes to marketing? The following article is the result of that conversation and the three conclusions I drew from it.

“Struggle is generally about more than the thing we’re fighting for or against”

In terms of marketing the struggle is generally never about the “marketing tactic” it’s almost always about something deeper, much deeper. Listen you don’t need me to tell you that there is tons of information out there about marketing tactics and strategies, I know, I write a great deal of myself.

What I find in working with photographers is that lack of information is not the problem; if all it took to be a successful working photographer was a website and a Facebook fan page we’d all be wealthy and spending summers on the French Riviera right?

Common marketing advice tries to sell you on tactics as the ‘key’ to success, but the truth is no marketing technique is going to perform to your desired expectations if you don’t put ‘you’ into it. Let me explain:

Point Number #1 – Know Your Value:

You are the value your client receives and therefore you’re valuable, in other words what you think and most importantly how you ‘feel’ about yourself is how your client connects with you. Too many photographers mistakenly believe that their book, or their body of work is supposed to do the marketing for them. That’s wrong, your book doesn’t do the marketing, YOU do.

So what does this mean for the photographer struggling with marketing? It means that you have to know your true worth and then stand in that truth with complete conviction backed up with ACTION!

Sorry there are no shortcuts here. Action means picking up the phone and cold calling that gallery, that rep, that art director, that prospect that’s been sitting on the fence. Does it matter if they don’t respond in the way you hoped? Not as much as YOU taking the action in the first place.

So with that said this moves us on to what do you what to achieve?

Point Number #2 – Clarity Is Key:

You can’t get to where you want to go if you don’t know where ‘there’ is. So if your goal is to have a successful turnout for your next gallery exhibition, to be signed with a top advertising agency, to have a full calendar of private clients then that’s your goal.  Whatever it is decide now!

Now, you work backward to achieve this goal. How? By asking yourself “what actions do I need to take now (today), to achieve the result I desire tomorrow?” Tony Robbins was quoted as saying if you want better results you need ask better questions. Often we ask ourselves questions that don’t empower us, questions like, “Why is it such a struggle to find new clients? Why do I constantly attract prospects that challenge me on my fees? Etc. Etc.

These types of questions don’t empower you; instead they reinforce what you don’t want. Questions that empower you would be: Who needs what I have to offer? Who do I need to attract or how can I connect with the type of prospect truly needs what I offer and be willing and able to pay my rates? Do you see the difference?

Once you’re clear on what you want, and what you need to do, the final piece of the puzzle becomes “what’s stopping you?” This question goes all the back to point number one on knowing your value.

Point Number #3 – Know What’s Stopping You:

In my conversation with the young photographer we discussed at great length the internal stuff that was standing in her way. Not just the external marketing stuff. For example once we determined her target goal, we discussed what needed to happen both internally as well as externally to accomplish her goal .

Next we discussed what was going on internally that consistently presented road blocks, the road block in this case was, not standing in her truth, not acknowledging her value. When you know your value and what you bring to the table, the internal stuff doesn’t carry as much weight.

In other words, if marketing turns you off, it’s typically because you’ve been taught, (in my opinion) somewhere in your childhood to “remain silent”, to not speak up or out. In other words, don’t toot your own horn!  Ask yourself; did you shy away from activities where you excelled growing up? Were you encouraged, supported as a child to follow your creative impulses?

If not, this could be the key as to why “marketing” (which is nothing more than communication) feels alien to you.

Let me give a piece of homework, take a note pad and pen, grab yourself a cup of coffee or tea, or glass of wine if need necessary and sit down and really look into your past and ask yourself the following questions:

• Were my creative inclinations encouraged as a child?
• Was there anything that I excelled at that really made me feel good about myself?
• What was the mentality in the household around achievement, goals, creativity and encouragement?
• Did I feel validated?
• Do I currently have a support system?

You see these types of questions empower, they force you to think about the environment that you had growing up and with a little work you can begin to reconcile it.

Next, this exercise forces you to take a hard look at what you have in your life currently. Ever notice how we often recreate the same people in our adult life that mirror what we had growing up?

Even if it wasn’t supportive back then, you are in complete control of what’s going on now.

As I mentioned earlier in this article, marketing is nothing more than communication, yes, marketing strategy allows us to communicate with our target audience, but more importantly true marketing is how you communicate to yourself.

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Summer is typically a very busy time for wedding photographers, but what if you don’t photograph weddings?

Well, if you’re a portrait photographer you’re in luck because if you’re active on Facebook (or even considering it) boy do I have an opportunity for you!

Facebook is a brilliant platform for photographers of any genre but none better than those who shoot portraits.

With just a little ingenuity you can set up a very simple and affordable event offering Facebook Avatar portraits for your fans and friends on and off Facebook that can yield you a very nice return for a day’s work. Even if you aren’t currently active on Facebook (and why aren’t you?) setting up a presence on the popular social media platform is quite simple.

Once your account is active all you need to do is invite your colleagues, current and former clients and associates to join your fan page. Next, invite your associates to your studio or to a central location, I know of one photographer who recently held a Facebook Portrait day at a local furniture store.

You’re clients come in to have their portrait taken, of course you take more than one, and you deliver one freebie pre-formatted for their Facebook Avatar and of course they’ll want more and that’s where you’ll make money. The originator of this program made well over four figures for a day’s work hosting a Free Photos For Facebook Day.

These events are so easy to set up and run, that once you do it you’ll be hooked!

6 Benefits of Hosting a FREE Photos for Facebook Day:

1. You’ll be building good will within your community
2. Attract new potential long-term clients into your sales funnel
3. They’re a built in promotional opportunity that if done properly can actually pay for itself
4. Increase in cash flow, everybody needs a cash flow injection now more than ever
5. You’ll be providing a much needed service, (many local business leaders don’t even have one good photo let alone one for social media)
6. Some of your clients will definitely want to work you for a higher ticket 1-on-1 session

As I mentioned earlier these events are fast, fun and very affordable to set-up especially when you know the in and outs of how to do it. And speaking of that I have a wonderful product called FREE Photos For Facebook “Step-by-Step Quick Start Action System”. Last year I was introduced to the idea via the very talented portrait photographer Monica Sigmon.

Monica got the inspiration to host a free-photos for Facebook portrait session day at her studio in Williamsburg Virginia at a time when sales as well as the morale of her staff were down.

Sigmon took a look at her assets one of which was a growing presence on Facebook. The idea evolved when she made note of the “crappy” avatars of many of her fans and the light bulb went off. So she decided to invite her growing fan base to come into her studio to have their avatar’s updated.

Initially the idea to host the event was just a way to bring some energy into her studio. But once her clients begun arriving they got caught up in the excitement and that led to the success of the event. Of course as a photographer Monica provided many images to choose from and so as clients viewed their shots they wanted more than the promised freebie, much more. To tune of well over four figures!

The event was so successful that Monica and I got on the telephone where she revealed the entire process soup to nuts. I then took that audio recording and had it transcribed, we then added her templates that she actually used in customizable Photoshop PSD format, and I laid out the entire process visually using a process map.

Since then many portrait photographers have purchased this system and used it with similar stealer results. I’d love for you to get you’re hands on it and implement it in your business. Visit my page to get more information and to secure a copy.

For the ridiculously low price of $47 dollars this program is a steal. We wanted to keep the price low because we understand that times are still tight for photographers and didn’t want price to be a barrier.

Special Bonus: If you purchase the FREE Photos For Facebook Step-by-Step Quick Start Action System by Wednesday June 16th, I will throw in a personal 1-on-1, 30 minute telephone consult to answer any questions you may have. I generally charge $197 dollars for a strategy session so to get 30 minutes of personal time with me PLUS+ the course that can increase your income immediately you’re getting an unheard of opportunity at $47! So don’t wait. Act FAST…

Remember you have until Wednesday June 16th to get the private consultation with me plus a proven step-by-step system that will actually show you how to make money doing something you love while providing a much needed service to your clients all delivered via social media!

Order your copy TODAY!

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