Photo Marketing Mentor

I recently came across a photographer who used a video testimonial on his blog to attract new business and inspired to write today’s post.

It’s been said that the best source of new business is from your last customer. Referral marketing has taken on all whole new personality, now a days new prospects want proof that you’re good at what you do, social proof to be exact and nothing illustrates social proof better than video.

Today collecting on the spot reviews & testimonials of your work, your personality and your work ethic is as simple as whipping out a pocket size camera.  The best part is that you don’t need to hire a film crew, shooting high quality video using off the shelf consumer level pocket cameras like the Mino Flip and the new Kodak Zi8 for example makes it a snap. Even the new generation of digital still cameras have some form of video capture capability.

How to create the video and what makes a good testimonial is the focus of this post for example, all you need to do is ask your current client how they felt about their experience working with you and then record their reply. After you collect a sufficient amount of clips you can lace them together using another off the shelf product like iMovie for example if you’re on a Mac or Video Studio Pro X3 if you’re using a PC.

When you sit down to edit the video just add your contact information on the last frame and you’re done. The following 5 tips will help you create and distribute your new testimonial video for maximum impact.

1.) Ask Relevant Questions Of Your Interviewee’s: For example: What was it like to work with me? What stood out for you from the experience? (Ask them to name specifics) Would you recommend my services to others?

2. Keep Your Clips Short: If your interviewee rambles on just cut down to the gist of the conversation from about 1 minute to 45 seconds if you’re doing a montage of clips from different people. If the person speaking is key and the majority of their testimonial is relevant then consider giving them their own clip, preferably about 3 minutes and under.

3. Keep Your Video Camera With You At All Times: This is especially true when attending events, as you never know whom you might run into. Of course the person you approach must be someone who you have either a current or previous working relationship with; one word of caution (no fake or made up testimonials) this is will ruin your reputation not to mention get into serious hot water with the FCC if you’re ever exposed.

4. Select Audio With Caution: If you insist on adding music on your clips keep the sound level low and the style of music relevant to your audience. Obviously people are watching your clip to listen to the testimonials, not rock out to Pink Floyd (no offense to PF fans). In my opinion music is totally unnecessary but if you insist on it, add it to the opening -or- at the end of your video. Again choose your selection with caution and sensitivity to your audience.

5. Distribute Your Video Virally: First post your video on your blog (if you have one) second on your website. Third spread the video by posting on YouTube, Vimeo and Viddler are three video sharing sites I recommend. Next Tweet about it, tell your Facebook friends or fans if you a fan page (and you should).

Fourth, if you have an in-house email-mailing list (and you should) sends out announcement to your list. Finally ask the participants featured in your video to send out announcements to their network for you. This is a great way to get maximum mileage out of your testimonial.

Lastly I highly recommend using Animoto to distribute your video. Animoto offers a data collection feature called a “call to action button” that appears at the end your video allowing viewers to enter their name and email address. After the viewer enters their info they’re immediately directed to your blog or website.

Animoto charges a fee for this value added service, you can test it for $39 for a month, if works for you, you can upgrade to a year for $249 and release new videos every month. This is an excellent way establish and maintain communication with your growing fan base.

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To find out how you can get involved visit the website

http://www.help-portrait.com to view other stories and become inspired to do the same in your community!

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Recently I held a teleseminar where I told my participants that if they want to succeed not only in their photography career but in life they need to step and play a bigger game. What do I mean by “play a bigger game?”

What I mean is that anytime in life where you want to have an impact you have to step up, you must show up regardless of whether you have the training, all the tools, all the knowledge, all the contacts, whether or not you’re in the physical shape you want to be in or driving the car you want to drive etc, etc.

The first step to playing a bigger game is to first “get in the game”. So many times we think that we’re in the game just because we “show up”. And that’s true to an extent but it’s the same as playing full out. Showing up is the first step, but that’s not what I’m talking about here. No, what I’m referring to is taking the time to see what areas, what causes, what actions you could take and commit to that would put you out there in a big way. Let me give you an example.

Recently I had the honor of participating in an a global event called Help-Portrait. Help Portrait is an organization where photographers around the world for one day offers free professional grade portraits to people in need. The one day event was promoted to churches, local community centers and out reach groups in each of the cites where the event was hosted.

As a result people came out many of whom have never had a professional portrait made of the themselves. The energy created by this event was nothing short of extraordinary and everyone could feel it.

I especially felt it because I realized that at the same time we were here in Los Angeles changing lives I knew that my fellow artists were doing the same in cites Paris, Sydney, New York, Atlanta, San Francisco, Nashville and other cites around the planet. I have to tell you the experience filled my heart with such pride and joy that I and many of the other photographers in attendance can’t wait until the next event.

This is a prime example of playing a bigger game. Getting outside of your comfort zone, doing something that transcends your temporary needs, to be in service to someone else and using your gifts to me epitomizes what I mean by playing a bigger game.

So I ask you, what are you doing right here, where you are? How are you going beyond mere showing up? Whose lives are you touching by your gift and your passion for photography? How many transformations are you witnessing because you stepped up and out?

Think about it for a moment as we conclude 2009. Regardless if this past year was one of your best -or- one of the most challenging, think about whose lives you touched with your work?

Who looked at your images or listened to the words you shared and was inspired? Who re-discovered a renewed since of themselves, thought bigger and better of themselves because of the gifts you shared. That was the thought that came to me.

The joy that came from this event was a mutual exchange of giving both for the photographer and the recipient. The receiver of the portrait had to step up in order to allow themselves the experience of letting someone look at them in new way.

And the photographers had the opportunity to get out their heads for a while, put aside their worries and concerns and “hold space” for the people who showed up. Many of whom were obviously uncomfortable, uncertain and perhaps a little leery of the experience in the beginning.

At the end the day everyone left feeling better about themselves. The receiver now has a memento they could share with family and friends many of whom they had long since lost contact with. They felt special and left feeling like superstars. I’m sure after seeing their portraits for the first time many felt like they too could play a bigger game.

The bottom line if you commit to using your gifts to help someone become better in their lives, you do the same for yourself. It’s karmic and everybody wins.

I’ll leave you this, as we enter 2010 as you create your goals for the next year commit to doing the thing or things that you we’re most afraid of this year. Write them down, tell someone (so there is accountability) and then do them. It’s the quickest way to play a bigger game.

If you need help, support or just an accountability buddy I’m here, feel free to contact me.

Let’s make 2010 rock!

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I just discovered this today and felt so good about it that I had to share it. This is a great example of photographers using their gifts to give back not only this holiday season but all year long.

Please visit the website to learn more and see how you can help.

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Recently I had a conversation with a photographer friend and colleague who was complaining about how frustrated he was about the lack of success he was experienced this year in his career.

I offered my usual pep talk, discussing various marketing techniques that he could try, like developing his platform, editing his book to represent the kind of work he wanted to attract, establishing his own unique voice, putting together a blog, networking more with the centers of influence etc, etc.

I found during our conversation that everything I suggested was being responded too with a “yes, but!” reply. I listened as he lamented about how he doesn’t have time blog, he’s too shy to call galleries, he doesn’t have time to market himself. And he wonders why 2009 was less than stellar.

Knowing him and work style I responded with, “well if you have to time update your Facebook profile three or four times a day, you can do a blog post, pick up the phone and call some galleries, research contests you could enter”, I replied.

Then there was a moment a silence (I could tell he was thinking about what I suggesting) but in the words that followed the “yes buts” started up again. I have to admit I was becoming quite frustrated with all of this because it’s always the same conversation.

My friend truly is an amazing photographer but he’s so caught up in “fairy tales” about what it’s going to require to market himself and his work that’s he’s shutting down all possibilities.

So I allowed him another few moments of endless excuses and fairy tales one of which included (just going out and finding an agent) to do the marketing that I had had enough so I immediately responded by asking him a question. I asked, “Joe, what do you want?” And, what do you believe that a magical agent is going to do that you haven’t done?

His response, “Get my work into galleries”. I said, “Okay, well if you want to get into the gallery arena what have you done on your own to get yourself started in that direction?” To which his reply was sending out blind emails to galleries with links to his website.

Thereby hoping and relying on the gallery owner to read his email, go to his website, decide if they love his work enough to then call him to come in and discuss representation. Do you see what I mean by “fairy tales”?

I know that anything is possible but the chances of success with this formula is slim to nil. As a matter of fact my friend has sent this email to about fifteen galleries and he’s gotten fifteen “sorry, we’re not interested”. Do see how unrealistic this form of “marketing” is?

So I asked him if he had made any attempts to talk to gallery owners in person, calling to schedule appointments, perhaps offering a coffee or lunch date to actually get his physical work in front of decision makers. His response was of course, no.

I asked why not, he replied “I don’t like rejection”. Now we’re at the core of what is going on. Listen, it is no surprise that as artists we hate rejection, no one likes being rejected, being told no, I’m not interested hurts, it’s uncomfortable, but it’s not devastating. Let me repeat that, when an agent, gallery owner, client or anyone who you perceive can help advance your career doesn’t respond to your work for whatever reason it can hurt, but it is not devastating.

If you believe in yourself and in your work no amount of no’s is going to stop you, why? Because you will have a purpose about what you’re doing. You know your visual value, you know what you have to offer and you won’t waste time telling yourself stories about what is your truth. You will put yourself out there and tell your truth regardless of what anybody says. And when you’re rejected, and notice I didn’t say “if” you’re rejected you will come from that rejection back quicker and stronger.

It’s like a muscle, the more the exercise it, the stronger it becomes.

I want to give you an exercise, take a pad of paper and a pen, get away from the computer and spend sometime getting clear about what you really want. Write it down. Do you want more commercial clients, what kind of clients? Do you want to be represented by galleries, how do you want to book to look? What lifestyle do you want? As a matter of fact I would ask this question first and match the opportunities that come your way to the lifestyle you desire.

Write out your ideal day. If you can have anything what would your ideal day look like, where would you live, where would you work, what would you shoot, who would you work with? You get the idea. And I’ll tell you something this is an exercise you should do at least once a year if not a couple of times a year.

The ideal day exercise will help you to get clear quicker than anything. Once you’re clear then you’ll be able to attract opportunities that match your deepest desire. So for example my friend realizing that he wanted to be in galleries, that’s his ideal.

Now with my help I was able to guide him into developing a game plan and his first steps towards making his dream a reality. He no longer has to hold on to the fairy tale about the elusive agent holding the key to his success because an agent may not the best choice for him right now.

He needs face time, he needs feedback from real live people (not just email) in addition he needs to strengthen his rejection muscle so he move forward without fear consistently, without telling himself stories.

I’ll close this article with a saying that another close personal friend shared with me and I love it because it will help to neutralize rejection and it’s stinging effects, the saying goes, “Some will, Some won’t, Who cares? Someone’s waiting!”

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You know I realized something recently that been’s troubling me.

I realized with all of the marketing tools that I provide for my followers via my ezine “Eye on Marketing” on my blog and through the countless interviews I’ve done via my radio program on BlogTalkRadio not to mention all of the articles I’ve written and teleseminars I’ve hosted that photographers today are still struggling when it comes to marketing their photography business.

Maybe that somebody is you!

It became clear to me that it’s not the lack of information available for professional photographers it’s the execution or the lack of execution that’s the problem.

You see I realized that today’s busy photographer has many details and concerns to manage. So it’s not uncommon to become frustrated, confused and overwhelmed. When this happens you run out of the two things you need the most, Energy and Time!

If any of this resonates with you please join me for a very special teleseminar I’m conducting on Wednesday December 9th titled: “Done For You Marketing: 3 Keys To Combating Overwhelm, Confusion and Frustration” ** Please note the date has been changed from the original date of Dec 2nd**

Visit the Preview Page To learn more about this FREE teleseminar and reserve your seat!

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Would you a take a quick survey? In exchange for your valuable time I’d like to offer you a *NEVER RELEASED MP3 (audio replay) as my FREE GIFT*

Passion First Marketing:
How Reinvent Yourself & Grow As A Photographer!
Interview with Tony Luna
Creative Consultant, Author & Speaker
MP3 (audio download)

Earlier this year Tony and I completed an interview on Passion First Marketing on my highly attended Photo Marketing Mentor Telesummit series a 3-day event. This MP3 recording offers over 75 minutes of pure content including a Q&A session at the end where Tony pulled back the curtain and generously shared with the callers.

This recording has never been released before on any of my programs and quite frankly was scheduled to be sold as a part of a larger program I’m currently developing.

Tony is the author of the book (featured above) How to Grow as a Photographer: Reinventing Your Career. In it Tony features interviews with several legendary photographers and chronicles how they achieved success on a professional and personal level. You can learn more about Tony’s seminars and lecture series on his website @ Luna Creative.

Some of the topics covered on the call:

=> The Importance of Passion First Marketing and why ‘shooting what you love’ is the key to “true” career success. Tony revealed examples of photographers who doing this with great results.
=> Learn how to target market what you love to shoot with the “right” buyer.
=> Why you must market to smaller niche markets.
=> The importance of doing personal work as the core of your portfolio.
=> Why understanding your core values and having a since of purpose is key to your success.
=> As a bonus Tony revealed his 3 key elements of success.

Tony shared even more details on our talk, But you’ll have to listen to replay to get the scoop. Click here and you’ll be sent to my survey page, and after you complete the short survey you’ll be directed to the page to download your MP3 audio file.

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“Eye On Marketing Audio Article”

there  is a quote by Goethe that I’d like you to ponder as you listen to this weeks audio article.

Quote begins - “Until one is committed
There is hesitancy, the chance to draw back
Always ineffectiveness.