Photo Marketing Mentor

It’s been said that is easier to get business from someone whose already hired you than it is to find a new client.

Think about how much it costs you in terms of time (and money) to acquire a new client.

As it becomes increasingly more challenging to acquire new clients (especially in this current economic climate) it is far easier to go back to former & current clients and ask for new business.

Unfortunately many photographers tend to be on the side of the fence where they are constantly prospecting and searching for new accounts. Nothing wrong with it, but it can be an awful time consuming process.

If find yourself in this situation one-way to break free of it is to ask yourself: “How can I serve my existing clients or former clients in new and better ways?”

Use The 9 Steps Provided In This Article To Get Ideas & Jump Start Your Process:

1. Create a list of all of the duties you currently perform for your existing clients

2. Make note of any functions that could be delegated to a third party vendor i.e. web or graphic design, copywriting etc.

3. If  your client don’t require photography services presently consider offering some of the services listed from the list you made in step 2.  These are things that could be supplied by a 3rd party vendor. You arrange the service for your client and handle the billing, deducting your percentage of course.

4. When hired by a new client, give them a “Getting Acquainted” questionnaire supplied in your welcome packet.

5. On the worksheet, ask what other needs they have besides the work that you’re hired to perform. Refer to your 3rd party vendor list when you bid for new assignments or offer additional services. You could also acquire the skill yourself and keep all of the profits.

6. Consider dropping a “I’m just checking in” note in the physical mail, preferably hand written on personal stationary to let former clients know that you’re available should they need additional services.

7. Include any recent articles, press clips, testimonials from previous clients or highlight any achievement or acknowledgement you’ve received to remind former clients why they hired you and why they should consider working with you again.

8. Another option: drop a ‘let’s do coffee’ card in the envelope along with (or in lieu of your handwritten note)

9. Always be developing relationships with potential 3rd party partners so when you have referral your team will be in place.

Bonus Tip:

Take a look at your most recent accounts. Refer to the list you created from tip number one and to start to think of ways you could provide a six month or a year long “Whenever You Need Me Service” program or package to your current roster of services.

Some additional steps to consider:

• First get clear about all of the services you currently provide your clients.
• Uncover what your client actually needs and wants
• Make sure that these are services that could be performed over a pre-contracted (6 months to a year is my suggestion) period of time.
• Line up all of your vendor partners that could perform some of these services (remember you handle the billing and oversee the fulfillment)
• Give it a substantial price tag.  *It should be at least 4 figures and higher.
• Give your package a benefit rich title (clients love exclusivity and special treatment)
• Emphasize the value of the package for example: (save time, save money, peace of mind, added value, etc.)
• Offer it only to your best clients.
• Make it easy for your client to yes.

I personally believe that packages are one of the best ways to support your clients as well as even out your cash flow.

As photography services become harder to sell as a stand alone product/service it’s become increasingly important to expand what you offer and how you service your clients.

With that said I’d love to help you mind the resources you currently have at your disposable. Helping you develop profitable packages and programs designed to increase your value is my speciality.

If you’re confused as to what to offer your clients or how to package them for a higher fees than what you’re currently charging I’d love to support you.

If you want to learn how to design, package, price and present profitable your packages to your clients then it’s time to contact me for a complimentary Focus On Sales Discovery Session

Visit my blog to learn more and to secure an Easy Six Question Application. Either click on the image below or following the link.

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Never has there been a more perfect medium for photographers to get the word out about their products and services than through video.

As visual artists you already have a built in treasure trove of content that easily translates to video.

In today’s article, I am going to illustrate how you can take images from your existing portfolio and use them to create high impact marketing videos that will attract new clients all with the push of a button.

1. Target the images you select for your video to a specific client. If your current body of work represents several distinct genres, you’ll want to tailor the images you select for your video with the same care and consideration as you would for your physical portfolio.

In other words, if your goal is to attract clients to hire you for food photography jobs then you only want to select images of food for your video.

Obviously the same rules as your print portfolios apply here.  You only want to use the best of the best.

2.  Resist the urge to make the video too long. Your goal is to entice the viewer to take the next step.  Remember you’re not creating a feature length film here.  In this instance you’re using your video to market your services to prospective clients.  Therefore, you want to show a targeted sampling of what you have to offer and to get to the point quickly.

If you have many images you want to show in your video, consider combining them in groups of two on a single frame using an image-editing program like PhotoShop.  To see an illustration of this see the image sample I created below using images from my own portfolio. These are two separate images joined together,

The goal is keep your video presentation to about two minutes or less in my opinion.

Quick Get Into Action Tip:

There’s no need to purchase an expensive camera or professional video editing software. To get your feet wet with video consider signing up for a free account with Animoto.com.  Animoto is an online video development and distribution service that will turn your photos into a professional high quality slideshow style presentation complete with music in a matter of minutes.

Again, check out the stunning video I created in less than 30 minutes using Animoto’s free service.

The video is less than 40 seconds in length but that’s enough to get my work out there in front of thousands of potential clients and customers.  Of course Animoto offers a variety of payment plans when you’re ready to upgrade your account.

The advantage of the advanced plans is that they are very affordable; as a matter fact you can get started for as little as $5 dollars a month.

Why would you want to upgrade?

Simple, if you want to create longer videos, longer than 30 seconds, then you’ll want to upgrade your account at least to the Plus Level priced at $5 a month or $30 annually.  Or if you want even more control over the videos you develop, including removing Animoto’s corporate branding, you may want to consider opting for either a Plus or a Pro account.

Advanced users have the most options including more audio tracks, more unique video styles and finally, what I believe is the most powerful feature, “end of video” buttons that appear at the end of your video.

These data collection forms are fantastic for capturing your viewers contact info without directly having to go to your website.

But again, if you just want to try out the service you can do that for free.

3.  Leverage the reach of your video to attract greatest number of prospects. Once you create your video your goal then becomes getting eyes to view it and you have several ways to accomplish this.

First, you’ll want to post the video to your existing blog and/or website.

Second, you’ll want to distribute the video on all of your existing social media outlets like YouTube, Twitter and Facebook if you have accounts (and you should and if you don’t, now is the perfect opportunity to set them up.

Third, e-mail a link to your video to your existing online mailing list.  Again, if you don’t have one, now is a great time to start building one.  As a matter of fact, you can use your video to actually build your list.  I’ll show you how in Step #4.

Finally, brand your video using your logo or business card into the actual video.

4.  Use your video(s) to build and grow your online mailing list. Video is engaging which is why it’s so popular.  And yet we are bombarded with thousands of messages on a daily basis.  So if you don’t want your marketing messages to fall through the cracks, you must focus on capturing the attention of your target audience quickly or you may lose the opportunity to ever engage them in a meaningful way.

It’s predicted that YouTube alone will garner more searches than Google in the coming years.  That’s why now is the perfect time to get started integrating video into your marketing plan.

Click here to see a sample of how I used a simple video to grow my mailing list.  Remind you that it’s a 30-second video (the limit posed by Animoto for trial subscribers), but obviously you can make your video longer.  The point I want to make here is not about the length of your video, but the impact you can create with it.

For starters, 30 seconds may be all you need to get your visitor to take the next step with you and that’s the point.  So I’m going to show you step by step how I create a 30 second video with my existing images and existing website and that video to ask people to sign up for my mailing list.

For a recipe that includes step-by-step instructions on how to create a branded video in Animoto, download my free guide here.

For the purpose of this training I decided to embed the file into this blog article allowing you to view it here.  But you shouldn’t limit your video to a blog post like this one.  This leads to the final step of your client attractive video.

5. Distribute your video wildly.  This is the final and most important step.  Every place online where you post your video, continually invite viewers to come to your website or blog.  Once they arrive invite them to sign up for your mailing list.  If your video is targeted and you’re connecting with the right people who want what you have to offer, you should have no problem accomplishing this.

Please visit my website to see example of how I did this.

Notice how I encouraged a call to action. I didn’t just ask visitors to sign up for my e-newsletter. I offered a complimentary telephone 15-minute consultation to discuss their next project -AND- I gave it an attention grabbing name.  This is key!

You should always speak of what you do using “benefit’s oriented language”. During that call I could offer a PDF tip sheet (see some examples of what I’m talking about below).

In my newsletter for example:

• I could write about using proper lighting techniques for food photography that evokes a mood or feeling
• I could show my readers ways they could use their images to drive more foot traffic into their store, or brand their products.
• Or I could create a tip sheet illustrating 10 ways my clients could use their images for their ongoing online promotions.  Then I could offer another one for offline promotions.
• If I’m interviewed for a food blog or magazine or podcast I could feature that in my newsletter and send my readers a link to read it or listen to the replay.

“The key here is to always engage my subscribers by encouraging them to take the next step!”

Of course I can always create more videos and send them by e-mail to my subscriber list.

I don’t know if you picked up on this?  But having the ability to create high-impact video for your photography clients could become a great additional profit center for your business as well.

Your action plan for this week:

Start investigating on how you can use video to attract more clients into your photography business.

As you can see with this lesson it costs you nothing more that a little bit of time to put one together.  Once you have it, you can distribute your video across all of your social media platforms to drive more traffic to your website.

Of course once they arrive you must have a data capture system in place to continue the conversation.

And finally, once you have their information you must actively engage them with relevant and timely content that will help them achieve their goals.

If you want more training on how to use video including How To Use Video Contests To Attract Clients, as well as how to set up your own e-mail management marketing system, consider getting a copy of my book:  Eye On Marketing:  41 Days From Struggle and Confusion to Clarity & Profits into your business building toolkit.

My book is like a marketing blueprint for creative professionals in a book!

In addition, book owners will receive my exclusive Eye On Marketing Jump Start Kit that includes 41 more ways to attract clients with referral marketing and e-mail marketing strategies.

You’ll also learn how to create a customer profile, plus you’ll get access to my checklists featured from the book to download, and much more, for a ridiculously low price of only $20 for the e-book or $24.95 for the print version.

To learn more and secure your copy visit my website at: http://www.eyeonmarketingsuccess.com/thebook.

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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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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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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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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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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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I was introduced to these neat little cards recently at a seminar I attended. It was given to me by a novice photographer who taken shots of his young daughter and family dog. I was so impressed with the quality and the cleverness of design that I immediately decided to order a set of my own (featured below). For about $30 dollars you’ll get 100 cards custom printed “mini cards” plus a stylish card holder/presenter.

The features that stand out most for me is the fact that you can display a variety of images from your portfolio; (This allows you to easy update your cards as your portfolio changes). For example, every 18 cards or so in the pack will feature a different image, (while the text on the opposite side remains the same).

Also I love the “mini” size (that in of itself makes the cards a great conversation piece) I guarantee you’ll receive a intrigued reaction at your next networking event.

When you visit the website make sure you order the card holder, there are several colors and styles to pick from.

Another benefit I appreciate about MooCards is that they don’t require a huge investment of time or money to print new cards. I received mine in less than a week after placing my order. To learn more about Moo and order a set of your own visit their website.

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In this week’s article I’m revealing five ways photographers today are using the internet to market and spread the word about their photography services.

1. Email. Email is still one of the cheapest and most effective ways to stay in contact with new prospects and current clients and customers. Sending out a simple email to a list of prospects and buyers whose given you permission to contact them can yield you bookings as immediate as you pressing the send button. The key to making this technique work effectively is consistent communication.

Email your list at least once a week, balance your direct promotions with useful information and personalize your readers experience by sharing a little about your self and your life.

2. Web Video. Video has become one of the most popular ways to communicate on the internet, think for a moment about the power of Youtube. It’s no doubt that web video is going to be around for a while. The best thing about it is that photography is perfect for web video.

Using a simple off the shelf consumer level video editing software like iMovie (comes standard on all new Apple systems or using a online service like Animoto.com you can combine your images with a voice over track or music and make professional looking videos in minutes.

For maxiumum effect just be sure to tag your web videos with your contact information like your website URL and email address and post them to web video sharing websites like YouTube and you’re all set with an instant info-mercial. To see a sample of Animoto’s powerful impact check out the video featured on our FREE Photos For Facebook Course.

3. Be a Guest on a Internet Radio Show. Internet radio has grown quite popular because of services like Blog Talk Radio for example you can find plenty of opportunities to talk about your photography services to dozes if not potentially thousands of people interested in hearing you talk about your craft. In addition this is the best time to get into doing radio interviews.

They’re are so many new shows literally hungry for guest experts. If you have a special slant or twist on an area of photography where you specialize you could easily find yourself doing a couple of shows a week if you want.

Again make sure you tell listeners about your website or blog so people can contact you.

4. Online Press Releases. The press release is still one of the most effective ways to get the word out about your photography services. Unlike traditional press releases that just talk about you and what you do, in order for the release to be effective you must slant the topic of you release to address the needs of the reader. Finally you want to direct readers to where and how they can get more information by visiting your website. These type of releases are known as direct response releases.

I’ll give you a tip: Always start your release with a strong headline. Before you try to write the rest of the release pick a topic that would capture the attention of your targeted reader and make that topic the subject of your headline. I’ll give you an example:

Let’s say you’re a portrait photographer who specializes in taking portraits of babies. Instead of making the release about you and your business slant the release to the needs of new parents who would most likely need portraits taken of their newborn. Make the topic of the release action oriented for example: “How to Announce Your Newborn’s Arrival: 6 Unique Ways You Can Share Photos Of Your New Baby”. In the body of the release share about half of the tips and then direct the reader to your blog or website to get the remaining tips. Do you see how this works?