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Newsie bits
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Happy New Year. Are your goals ready? Are you? Last month I offered to look at whoever sent me their goals list and reply with comments and tips. Looks like some of you are interested in achieving your goals. Congratulations to those who participated. When you know what you want you get what you want. It's that simple folks! It's called CMP...clear mental picture.

If you hired a high priced consultant to help you and your business grow the first thing they'd ask, and likely stump most with, is "where do you see yourself in five years?", and they'd help clear that up before doing anything else.

Speaking of consultants, some of you asked to be notified, as I promised I would in the last months Profitable Studio newsletter, re: my upcoming coaching program. Still working on it and it's a few months off yet, but here's some info for those who didn't read it.

Image Explorations- Five Day Intensive James Hodgins (the othe NO Bs digital photography guy) and I are part of the week long courses being taught next August 21-25, 2005 at Brock University, St Catherines Ontario. We anticipate a sell out as class room size is limited and demand is big. If you are serious about learning and taking your digital photography for portraits and weddings up a notch or two you should really consider this program. It is your best bang for your buck..... Tuition $615.00 Cdn. plus 7%GST ($CDN 43.05) (US residents are entitled to claim the GST back at the border).

Two hour, half day, all day seminars are very hard to really deeply learn, but five days!! whoa, now were talking. Hey, lookie who else is there! Doug Box, Ken Sklute, Eddie Tapp to name a few. Looks like we're in good company. Check it out, but do not delay. And, you get both of us.

Photoshop actions. Looks like James Hodgins has been at it again. He's gone and created new photoshop actions for digital workflow and re-packaged the whole deal. Check out these dynamite photoshop actions. Oh, in case you are serious about digital photography and need the fastest, leanest meanest way to success, you outa really consider the Big Kahuna digital photography learning tool over at No Bs Photo Success.

More on No Bs Photo Success Photography FORUM- On April1, 2005, no kidding, we are taking the whole membership site up a few notches. James and I, and some of the best moderators in the world have been working on a brand new site to be out on that date. Heck, we're even getting our very own server.(whatever that means, all I know is it's big and it's exciting). So, as part of the new forum, there will be an annual fee. But, for like .23cents a day you can't complain, considering the returns on your education and success will be many times over. Sign up now, if you ain't already. We will be announcing some great specials weeks before. World's Greatest Digital Photography Forum here.

"Often people attempt to live their lives backwards; they try to have more things, or more money, in order to do more of what they want, so they will be happier. The way it actually works is the reverse. You must first be who you really are, then do what you need to do, in order to have what you want."
Margaret Young

I get emails........

Antonio emailed me this question:

"I was viewing your webpage and found it different from others in that you are not shy to show real pictures. My question to you is, are these pictures part of your porfolio?
The next thing i need to ask is how much money do I need to start a decent wedding photography business?. I would do it part time out of my home. How about marketing my services, don't want to spend money in yellow pages, internet websites. Have you ever hear anybody offering photography services to businesses and households door to door? I'm willing to do that rather than spending money in advertising.
Your comments are appreciated. Thank you.
Antonio Villalba"

MY ANSWER: "Antonio. Yes. they are all my photos. I took 'em all and then some. I sort of pride myself in the fact that I offer stuff that is based from the real working world, not theory. That's why I believe showing real photos from my day-to-day stuff makes a point.

How much money??? Hard question to answer. Like any business, there is no simple answer. Personally I believe that less money is better. This brings out the survivor instinct in you and forces you to develop sales, marketing and a good product rather than making the biggest mistake that so many make: throwing money at a business hoping that'll make it grow. Likewise, if one was very skilled in these areas they would need most of their money in good equipment. If you were starting out a simple system would work however. I could, would and did shoot and entire wedding with one camera and one lens. Two's better....a normal and a wide angle.

Nothing replaces determination and hard work. Hitting the streets and going door to door is an excellent way to build when you are on a lean budget. You develop skills and courage and character. BUT, you also learn to value of being tough, because you will have to face alot of rejection...hope this helps
Rob"

Valerie emailed me....

"I think your program looks great. I would love to do my own photo business. I must admit that I have not taken any classes in photography. I have taken photo's for the family events over the years and love doing it. What is realistic? Where would I need to start. Would I need some photography classes before beginning. Is it conceivable that I could enrol in software courses like Adobe Photoshop CS to learn their editing program, get your program as a guide and do self education and be sucessful or am I just dreaming? Thanks for your advice
Val"

My answer: "Valerie, a career in photography has one major requirement. It isn't a course, or 2, or more, nor a diploma of any sort. It is strictly driven by a huge passion, desire and love of the craft. The most successful people I know have that and that alone, no other official education. It seems they almost all, including myself, dropped out of college.
That'd where you need to start. Ask yourself that question, do I fell that strongly about photography. Plus, it is essential in today's day and age to know how to run a business and also take on the marketing.
Does this help?
Rob"

Patricia emails me...

"Rob, I have an opportunity to team with a Hair Salon for a Valentines promotion. We will be setting up a personal space in the basement. I am still undecided on background and props but it will have to be classy. There is a florist shop nearby. Should I ask for product from them or have them pay for part advertising, offer them a framed photo for their use what is a cost effective idea. Also I wondered about donating some to the Breast Cancer Foundation. I understand the theory of giving your customer something otherwise why would they be interested. I actually think this could be very big and I am scared to do this alone. This is my first big public promotion and I am Bold and Scared. They want to offer a Free portrait with a color, cut and style. Now, I should be marketing a package and offering the free 5x7 as a bonus?"

My answer:

"Patricia, these are very simple really, but free is not a good idea. Nothing free ever goes over. I've done many of these in the past with hair salons.

Here's what I would do. The hairsalon promotes the event to their current list of clients. The time is almost late for this so you'd have to move on it now. Get flyers made etc etc..The salon books all the appointemnts and collects a deposit. maybe charge $39.00 for a special package deal...hair, make up photoshoot and a 5x7...The salon keeps $20.00, makeup person gets $15, and you donate $4.00 to the cause. Why should they work for free??l?? salon takes a $10.00 deposit before hand for every booking to guarantee the spots.

You need some props, jewellry, jackets, furs couple funky backdrops etcetc. or, simply tell 'em to come dressed up in something "glamourous". No hair color, bad idea. Too much work. Have the hair salon only to an up-do or a style/set whatever they call it. Make the hair nice.

You could give out a sheet with every booking before hand that tells them ideas about preparing for the shoot...ie don't wear make up, it'll all be done. Clean hair. suggest certain peices of clothing etcetcetc....this will not only inform them but it will get them excited about the event. You want about 20-30 bookings. It's a days work. Each client spends about 30 minutes getting hair/makeup and 10 minutes on the photos. You take about 12-16 shots, maybe 2-3 backdrops. Work fast, have fun. Have some wine there. Music. Dance, be merry!

The flyer you make should be dynamic. Show some really nice samples, maybe color, b&w, sepias...even spread them out at other surrounding stores.

Now, when the day is over, and you've made appointments to have everyone come back in a week (at the hairsalon) and see the results and choose their 5x7. this is where you sell. Make up some packages, about 5-6, and have them starting at $99.99-$399.00 with the "most popular" one at about $199.00. (You actually want to put "Most popular" right in your price sheet)

You could actually show everyone on the day of, but you will need help. Someone who could download, quickproof and MOST OF ALL, SELL. But, you'd need a computer screen and computer etcetc. This is how'd I'd likely do this if I were doing these again. with a comuter screen, there are no proofs. They see them right away and you will make more sales. You could donate a percentage towards the cause

Never let proofs go out...ever, especially on this type of shoot. The specials are good on that day only. No "well, I'll think about it" s. Ever. Under any circumstances. Enthusiasm is critical when showing the iamges and helping them select the pose and suggesting the package. No high pressure is needed. Just excitment, and helpfulness..(helping them choose the right package...)that's it. The rest is up to you.
Rob

Here's a couple wedding samples from just yesterday's wedding....January 15, 20 below, celcius or farenheit, who cares. It was cold outside!!

I took so many (about 950- 2 location wedding coverage) more but wanted to share just a few with you. I think these shots exemplify a few pointers worth taking note. Odd composition (far left shot), weird angles shot from way low (second image from left), working with odd light source (single over head light- third from left image), same light source (image fourth from left), and weird angles ( far right image-shot from way up high). The freestyle wedding uses these strategies, and of course I always mix in some regular mandatory stuff ie parents/family poses, and many candids, but this is the stuff that adds that extra ooommmppphhh to my wedding photography. One thing, James, from No Bs Photo Success came with me, because he was free, and I wanted an assistant, and he was shooting some video for our tutorial collection for the upcoming No Bs Photo Success photography forum. I mention that because I give him credit for some of the ideas. It's cool to have a second set of eyes.

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Photography Marketing Strategies
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Here's a postcard I recently received:

I like using postcards. Mailing 'em to the right targeted group, and used as one of multiple mailings in promoting an event or special, they are and can be very effective.
My comments: Nice looking, better than many I've seen (most of which were over-blown business cards with not much more than a big fat logo). But, could be better. Good use of headline with offer/promise, however I do not recommend the use of mixed type, nor a dark background. Also, the logo/biz name accross the top does not add to the big promise/big benefit/USP driven message.
The biggest problem with this headline is the idea of "free". I strongly urge anyone not to use free as your main offer UNLESS you have a clear and easily understood reason why it is free. Otherwise, nobody really believes anything is truly free. There's always a catch. It's really a matter of credibility, and using effective ad creation smarts: namely "reasons why" advertising, which is a concept that's been around almost as long as advertising itself.

The principle is that when people are given reasons why they should act/buy it does tremendous credibility for the offer. You can and should use this idea in all your advertsing. It's simple really. Ask the question: Why? or who cares? or why should I care? than answer ..."because....blahblahblah .." and list the reasons why? People will not figure this out for themselves. You have to spell it out in simple everyday terms for them. The suggestion I used for this postcard was to use an idea like : '"My accountant thinks I'm crazy!! My walls on my studio are bare! I need samples and will offer the first 10 people who call me before XOXO a free portrait session. No conditions, gimmicks or sleazy sales tactics. Just my guarantee of great looking portrait for seniors, couples, families. But this offer is good only until XOXO.." on and on. Get it? You need reasons why (accountant, bare walls). A compelling offer (free/great photos), deadline (this is important!)...etc.

Also, I'd add more samples. Glamour shots, families etc..

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Success Corner
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DOGMA:
An authoritative principle, belief, or statement of ideas or opinion, especially one considered to be absolutely true....

Dogma can limit you and your marketing. Some that I run accross is stuff like "websites don't work". Or "never ever give out your prices". Or "we sell albums with all our weddings packages. No exceptions." Or "we sell only A LA CARTE, never mind those packages". Or "we have to sell everyone a big giant wall portrait". Or the big granddaddy of all dogmatic limiting thoughts: "That won't work in my area (or with my clients)".

This kind of thinking usually and quite often stems from a time when it might of made sense. For example, wedding albums. I took out all wedding albums from all my wedding packages and simply now give more wedding albums choices, but they are available and priced as add-ons. Not everyone has to be forced into getting one, like they did in 1988. You might say "but, I need to get the price I want and deserve for my wedding photography.' Fine, then charge more. I do. But truthfully, not everyone wants or needs an album. don't get me wrong, many still do, but many don't. So why force them all. Besides my wife was happy when we took 'em out. Way less work. And you know what?? Easier to sell weddings. Why? More diversity, options, and in my humble opinion I think this all speaks to people's inner voices and desires. We get all caught up the way things should be. Part of it to blame is our own egos. We think albums look so good and make us look good. Maybe they don't? Maybe most brides really don't care. I hear it. "Well, that's only going to be put away and get forgotten." I know, I know. The album does become a family heirloom. But for many it's hard for them to think that far down the road. With slide shows on DVD and image catalogues there is so much more available.

What about large wall portraits. I know many photographers hav been brainwashed for years that this was the one and only way to go. BIG Big portraits for the home. Again, don't get my wrong, I love seeing and selling big portraits. They look good on me and my bank account. And I think it is our duty to suggest to our clients that they get one. But they don't absolutely have to, do they? I have seen many times over where clients, really good clients, buy 6,7,8 hundred or a thousand dollars or more worth of 8x10's and smaller. Hey, it happens.

The worst mistake is when you pre-judge your clients. "This won't work in my area" goes the mantra. It is just a weak excuse for low or no effort and senseless marketing. Fact is we are much more alike than we are different. The rich love a bargain and will respond to a premium driven promo and dollars off discount just as easily as the struggling low-middle income family that really desires that portrait. I've seen it with my won eyes. Ads from upscale store, very upscale, offering premiums and discounts. C'mon folks. This dogma is nothing more than a cop-out. Call it what it is and be honets with yourself.

My trip to the frozen food store.....

It certainly revealed a lot. I was amazed! have you heard of M&M Meats? We have 'em all over Ontario I think. I recently went there to buy some food (I had to cook or something so I got lazy). Here's what they had: (This is a valuable marketing lesson)

• Brightly lite, well layed out store, and clean.
• Packages and offers EVERY WHERE
• Very helpful and informative (non pushy) staff
• Displays with photos
• Draws (enter your name in...really, just a name capture)
• Free gift....yup, a free apple pie with my order because I spent over $30.00
• Club.They have membership club that I could sign up for.

This place was too cool. My wife and friends must think I'm crazy or nuts. I go around getting excited about stuff like this. Sad part is this is the exception, not the rule. We can learn a lot from places like M&M Meats. They've obviously work at it, and succeed because of it. Many succeed inspite of bad marketing. Many more fail because of it.

DATABASE MARKETING. And othe success strategies. Saw my old friend Rob over the Xmas holidays. Haven't seen him in like 10 years or so. Known him since we were 7. Now we're 46. He tells me he's "semi-retired". When I left I couldn't help but think how he hasn't changed since we were kids. He still absolutely bursts with enthusiasm. And he's successful. Doing exacly what he wants. He started selling big bags of dried dog food from his van when he was 23 and parlayed it into a full time business. Now he is on the local radio station weekly call-in program as the resident pet nutrition expert (smart publicity). He used a very sound marketing strategy that is as good today as it was then and will be in the future: he maintained a list of clients and kept in steady constant contact with them. This idea is so simple yet so profound. Your current and past clients are by far your best source for business.
Oh, did I mention he only has grade 10. And 2 weeks of 11. Not that I'm suggesting everyhone drop out of high school or tell the young 'ones to, but his whole attitude is doing something counts. He's a classic entrepreneur.