Photo Marketing Mentor

How comfortable are you with the spotlight?

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

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

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

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

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

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

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

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

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

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

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

How embracing the media will help you grow your business?

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

What’s the next step?

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

Your Homework:

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Share on Facebook

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.

Share on Facebook

‘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.

Share on Facebook

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

Share on Facebook

Share on Facebook

Share on Facebook

Share on Facebook

If you’ve been following me for any length of time now you may have heard that I’m working on a new book:

Eye On Marketing: 41 Days From Struggle And Confusion To Clarity & Profits (click on the new cover!!)

So I’m almost finished, I’m literally less than three weeks away from publishing. But I could really use your help with something.

I really want this book to be a tool and resource that you can really use, not just another book that collects dust on the shelf.

So I’m writing this post today to ask you for a simple favor.

All I need is for you to answer three simple questions, here goes:

1. Tell me your biggest problem, concern or frustration you’re currently experiencing in your business.

2.  Tell me what you need most right now that would help you either find more paying clients or secure more print sales.

3. What is your photographic speciality, is it commercial, portrait, fine art etc?

Plus+ One final question, would you be interesting in learning how you could receive a scholarship private coaching session?

So if you could please take a few moments and type your responses in the comments field below -or- if you prefer you can email me privately and tell me your most pressing problem, concern or issue you’re currently experiencing with your photography business.

Your questions could be about anything, pricing, find new clients, motivation issues, navigating social media, creating a client attractive website whatever.

For taking time out of your busy day to respond to this post I want to offer you a couple of bonus gifts as a thank you for your time. Hint: One of them is based on one of my most popular programs. (So make sure you provide me with your correct email address and I send those bonuses out to you right away:-)

So again I want to thank you for your feedback and I look to hearing from you.

Cheers! Rodney

Share on Facebook

It is not uncommon to become overwhelmed especially in the current state of our society where we have more gadgets and commitments vying for our attention.

In today’s article I will share with you my 4 tips to help you get out of overwhelm and back to productivity. Remember, where productivity lives, profitability soon follows.
So lets get started with my 4 tips to take control back in your business.

1. Make a plan for where you want to go. Let’s say for example you want to get 3 new clients this week. Okay so let’s say to make that happen you need to have 20 points of contact to find those 3 new clients. I’m using 20 because it’s a nice round number you may need more, but let’s say it’s 20.

Okay, so the next question or series of questions becomes who, where and how am I going to contact 20 new people? Make a list, it can names with telephone numbers, email addresses, twitter addresses, Facebook profiles, Linked In profiles etc. Just get your list together of 20 points of contact and contact them. That’s your plan; okay this moves us on to tip #2.

2. Once you have your plan in place, follow it. I know this sounds obvious but I’ll tell you not following a plan is where most people trip up. Allow me to illustrate. Remember our 20 points of contact from tip #1? Okay, so you have your list and let’s say you get to about 10 of the names on your list but now you find that you’re not getting the results you hoped.

And to make matters worse you’re now distracted because the telephone rings with a non-business related call, or you get the sudden urge to go out for a latte (when you have coffee at home)? Or while twittering you get caught up in a lively debate about Tiger Woods character, do you get where I am going? So if you find yourself in this predicament how do you get control back? Simple, Focus!

Lack of focus is the bane of the self-employed. So once you make your plan, get into action immediately, and make a commitment to not do anything outside of the task you set for yourself (emergencies aside of course) Let’s move on to tip number #3.

3. Track your results. This is key and the reason why is because when you can see your results and track your progress in black and white you’re fueled to continue. This will motivate you when you get stuck or feel like giving up. Another benefit to tracking is it allows you to go back and look at what worked and what you should pass on in the future.

This exercise alone will save you scores of time while greatly increasing your productivity by 40 percent or more. Try it, it works. Okay let’s move on to tip #4.

4. Rinse and repeat, repeat, repeat. This is another area where you can become easily overwhelmed but you won’t experience this problem because you have tracking system in place from step #3, right? From this point moving forward with a results based workable plan in place there will be no need to reinvent the wheel. If it’s working just keep doing it until it doesn’t work anymore.

And there you have it, my four-point plan for over coming overwhelm and increasing productivity.

If you’re ready to delve even deeper into developing a customized marketing plan for your business that will help set clear goals and doable actions I believe I can be of help.

Visit my website today to learn more about my various programs designed for creative professionals.

Are you an entrepreneurial minded photographer? Would you like to learn how to Attract More Clients & GROW your business in the next 12 months? Guaranteed!

To find out how I’d like to offer you my Client Attraction Starter Kit that includes: a 5-part mini audio course, “5 Secrets To Attract More Clients & Grow Your Photography Business!” Plus a complimentary subscription to my bi-weekly ezine “Eye On Marketing”. You can claim your FREE Client Attraction Starter Kit by visiting:
Photo Marketing Mentor.com

Share on Facebook

NEW FEATURE! “Eye On Marketing Audio Article”

Hello this is Rodney Washington with this weeks “Eye On Marketing” audio article titled: “How Famous Are You? Raising Your Profile in Front of the Lens”.

Here’s A Quote from the famous Sophia Loren – when asked the secret of her success without hesitation, she replied, “I am successful because I was willing to give up being anonymous.”

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

If the audio doesn’t play properly click on the following link to open audio in a new window

Share on Facebook