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Everyone I Know Has A Big But Last month I offered to send the first 20 emailers a free copy of my recently finished booklet "Everyone I know has a big but". Listen guys, it's BUT, not BUTT. Get it?
Anyhoo, I got swamped. 67 of you requested the booklet. Wish I could send you a copy, but my wife would kill me. The booklet just got back from the printer this week, so I will be sending them out within a few days. Thanks to all who sent in the request. Why'd I write the book in the first place? It's just one more thing that I throw in the box of goodies when anyone buys any of my photography marketing materials.

Here's a list of those who will be getting the booklet: Joseph Leduc, Doug Collum, Greg Malo, Gerry Buckley, Wally Marsh, Mike Strock, Stephen Shulenski, Dan Morency, Heather Whitting, Heather M. Felton, Dale Knight, Brian L. Little, Vicki Kelliebrew, Eric Neese, Larry Metayer, Michael Schweizer, Julianne Richards, Barb Artz Hansen, Shawn Von Ins, Daniel Magallanes, Kathleen Allen, Andrea Valade (who'll be up from Toronto and buying me a coffee so I will get your copy hand delivered) and Richard Campbell

Thanks to all who sent in their best guess. No one got it really. What was the answer I was looking for? The ONE WORD that would have had me yiipping and a hollering "THAT'S IT, THAT'S IT, THEY GOT IT!!!!" as I pranced around the room doing the dance of joy.

But alas, I sat, empty and devoid of the one marketing strategy that is so underused and yet so powerful when you do get it, and apply it (like the guy in the video did) you will no doubt be amazed at the results. I know, I've used it in all areas in my business.

What is it? The one word I was looking for was "copywriting". Some of you came close, and others I posted your answers below with some comments, but no one said it. It was the first thing I thought when I mosied up to this guys gig..."hmmm, he's using copy, and effectively.."

How's effective work? Well, first off, if it's bringing in mucho dinero, it's working. Second, it has to resonate, percolate, sparkle and vibrate with personality and sizzle and be very interesting to the reader. The worst mistake you can ever, ever, ever make in copywriting if that of being bboorrrrrriiiiiinnngggg. Look at most ads that try and use copy (most of which is being written by totally unqualifed young 'uns who know nothing about selling, let alone selling in whatever industry they are writting for.)

I've used copy in my sales letters, newsletters, postcards, websites, wherever and whenever I've had the chance. Poeple will read it if you're targeted them properly, but more importantly you have something very interesting and applicable to say. Why does it work when it works? Who cares! All I know is it works, and we are mostly too lazy to put it to use in our business's that when we do put something dynamic together we literally operate in a competitve vacuum. The one big lie, the BIG MYTH that is often heard, and from people who outta know better (ad agencies/designers) is that "people won't read all that copy". Yes they will. If it's properly written and put in the right group, the "starving crowd" as legendary marketing expert Gary Halbert would say, it does work.

But it does take work to put it together, much less work than we would think. When I write a newsletter for my list of clients I would fill it with copy, most of which I would simple sit down and "write". The secret here is to turn your brain off and write from the HEART. Be real. It'll show in all that you write. Even if you're writting a letter to a client and you are asking for payment.

Our egos get in the way and we get derailed by "design" and "witty" looking ads, or worst yet, the big offense that photographers are NOTORIOUS for; we want to look COOL, exalted, sublime, splendiferous, refined, HOLY and worthy. And all that crap. All bullstuff we've created in our own minds, thinking that people, clients, prospects actually buy into that load. If we succeed when we create this mindless fluff, we succeed in spite of it, and in spite of ourselves.

Any ad, including copy, is all selling. All you gotta do is take your basic sales message, get excited about it, and tell it to those most likely to listen, and react (buy) Nothing more, nothing less.

The one person who came close was Lurdys Gordon. Lurdys won the choice of The Big Kahuna Digital Success System or the Wedding Photography Marketing System or the Baby and Child Photography Marketing System. Congratulations! Read

WINNER:
"He asked and provided people with everything they needed to give him cash. He wrote an explanation/solicitation of who he was, what he was doing and why in chalk on one of the borders. I couldn't see the writing in detail but I'm sure it was one of those passages that make the readers/tourists feel good about leaving cash and, in fact, they feel like they have to leave cash. It was probably also very specific in that it told the tourists to put $$ into the buckets if they liked his work. The buckets were numerous so that whereever the tourists were, there was a bucket close by to drop $$ into.
In doing this he answered their who, what , where, when, why and how. Tell people what you'd like them to do and give them instructions as to how to do it and if they like your work, you'll get results. Thanks, Lurdys Gordon"

Okay, so Lurdys didn't actually say copywriting, but he did say "wrote". That's close. Read Lurdy's explanation. It's very good. Thanks Lurdys! R.

Kathleen writes...
"I believe his success was due to the fact that he communicated to the people in a non threatening way and asked for their help. People love to help. The buckets close to the sidewalk filled faster because they were easier for the spectators to get too. Asking for help and making it easy for them to do so is his key to success. Kathleen Allen"

Yes, he "communicated" with people. How'd he do that!!?? He used, you guessed it, copy. Wow, so simple, and in chalk, on a sidewalk. Amazing. Works just about anywhere. And yes, people do love to help. And asking really puts 'em in the mood faster. R.

Andrea Valade writes
"Okay here's what I think: He had lots of buckets. You can't go out there in the world and make money with only one bucket. You need lots of buckets. You have to target multiple markets and target your market on multiple levels. Go out there with all your buckets and bring it in with all your buckets."

Whoa, words of wisdom! "You need lots of buckets". Okay, so you didn't talk much about the copy part, but you did make some pretty strong points. You sound somewhat poetic, but with more than a grain of truth. Buckets can easily be paralelled with markets. And profit streams, at many different levels. One thing about having only one bucket, one market, is the inherent danger of being too over dependent on it. What happens when things change, and the demand within that market dies? You risk loosing. Example: You shoot weddings. You've been doing things the same way since time began. It sold well, especially in the 80's. But now you find the markets changed. Brides don't respond the way they used to. Business and bookings are down, way down. Answer: Cahnge with market (get a new bucket) and/or make certain you are not dependant on the one market (bucket). It's a good idea to have several "niches". In my area I am known for my specialty work with weddings, and as a child/baby photographer, not to mention the fact that I specialize in relaxed, casual family portraits.All my "buckets". Way to go Andrea. Becha didn't know you were saying so much, did you? R.

"Well, in the first place he has a clearly stated goal. not only that, but he is openly, honestly and aggressively sharing that with the
public. Also, he isn't waiting on the customers to come to him, HE is going to the customer and providing him/her with beautiful examples of
his work. Lastly, he takes the time to THANK his customers for their patronage. Randy"

Goals. YES!! How many out there have them? You need GOALS like a boat needs a rudder. Otherwise you're floating aimlessly. The first thing I ask anyone when asked for help with marketing is "Where do you want to go? Where do you see yourself in five years?" If you can't answer that then I can't help. Having CLEARLY STATED goals is the first step. R.

John Epperson wrote...
"This guy first stopped you with his art. Then ASKED for the "sell" using an emotional yet nonthreating way. He pulled on your heartstings and also showed you (through the buckets of money) that it is OK to "buy", everyone else is. Cool.
John Epperson"

Yes, his work was a "stopper". Stunning actually. The guys is obviously very talented. Our work as photographers should have the same effect. If you are not showing work that makes them stop in their tracks then you need to get at it and get some. It's your basic product. Unless of course your main offer is a super great dea/package/special/bundle usually associated with high volume operations. Nevertheless, the effect is the same, "stop 'em". Then ASK for the money. This is an area too many of us fall short in. One of the biggest secrets in business is the idea that when you ask for the money you don't flinch, or make excuses, or get weak. You need brass balls, so to speak. We can be our own worst enemies. The truth is the market will take us at OUR OWN APPRAISAL.

New No Bs Photography Forum Can you feel it!! I'm so pumped if I were any more excited I'd be levitating! What's up you ask? Soon, very soon, the new No Bs Photo Success updated and beefed up forum will be online. Good news? Loaded, I mean loaded with not only some of the worlds best forum moderators, but oodles of downloads, actions, tutorials, strategies for photographic success, great images, contests, dancing bears, and some of the nicest, funnest, friendliest, warmest, most helpful people you'd ever wanna be around will all be there.

Bad news? Our old site is gonna be shut down, maybe archived to a "read only" version for a while, but we knew this was coming. Our costs have soared and we are in business. But we love what we do and many members are totally sold on our no-nonsense system for photographic success in weddings, portraits and the occasional scenic or grasshopper session. So the bad news, if you can call it that, is that it will be a paid membership forum. But it ain't gonna me much. What, say. hhmmm, about .25 a day.

If that's worth bichin' about we likely won't want you around anyhoo. Our intention is to create a forum like none other out there, with so much value, content, ideas, and inspiration you'd have to be living in a lead cave or a brain dead zombie not to get it. We want it filled with winners. Sorry to sound so brash, but it's true. This is great value. And get this. If you are a current member we are going to offering something like a time-limited HALF-OFF deal, so we can get everyone to migrate over to the new site. Know what I mean. It's gonna kick butt!! I can guarantee it. So, if you ain't a member, sign up now. It's free. Go here and just DO IT! Go. Go now. Go....

The Profitable Studio MASTERMIND FORUM. I am still working on the coaching/consulting side of things. And I am planning to add such a service by September 2005. It will be forum based, and be tiered into two or three levels of coaching/consulting. First level, say Silver membership, will be a read-only version with forum access. (The forum where poeple can post/reply etc will be strictly members only. No trials, no guests. Just members). Second level, say Gold, a consultive, more expensive, version where I will actually create, design, consult, kick your butt, create/modify/customize marketing strategies, ads, sales letters, customized to your specific area/needs/markets. And a third, limited class size, say Platinum, with one-on-one availablity. And a whole lots more, way too much to get into at this time but soon I will keep you posted. R.

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).

ANOTHER CONTEST OF SORTS
Rick Bell the guy who's in charge of Image Explorations East, is taking Image Eplorations and going solo. He needs a new name for his 5 Day Intensive Workshops. So, he's offering you a chance to win a free admission to next years IE if he picks your submision. Here's the deal. Go to his site:
www.imageexplorations.com
And send me your suggestions. Now, I have already come up with my own, which Rick really likes. It's Mentors & Master Photographic Workshops.
What do you got?? Send it to me would ya??

"The thing always happens that you really believe in; and the belief in a thing makes it happen"
Frank Loyd Wright

If you want to put your wedding photography business into high gear
you need to get your hands on my system. Check it out.
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Here's a few samples from recent shoots:

Here's a free Video of this one. (Sorry, free video expired. Subscribe to the receive our newsletter n a timely fashion so you can get the free tutorials).
It's a simple two light set up.
If you want more great lighting tutorials check out our full photography lighting DVD set here

More stuff........

Images above were taken at a Relay For Life, which is a 24 hour marathon fund raiser for cancer survivors and for cancer research. It is an amazing event. These are only a few of the hundreds I brought to the client, the Scotia Bank, who is the main sponsor.

Yet more...

This is the little 2 year old that I photographed last month while in London, Ontario during an all day seminar. I wanted to do something different so added a live model shoot to the gig. Hey, I like to live dangerously close to the edge. Bring me a two year old and I will photograph him in front of 60 live, eager photographers. Well, it was a success to say the least. Many people who also are child photographers came up to me and said that I brought up some very good points and excellent strategies. Others, who stay away from this age group due to past experience, were still amazed. I teach all these strategies in my baby and child photography success system.

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Photography Marketing Strategies
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We have many new big box stores moving in and taking over in our fair city. Last month we went to the new Pet Smart- hey, I have a nine year old. The pet store is like a trip to the zoo for them. This place was amazing. My first observation? Clean. Very clean. My wife Tina commented on how clean it was and smelled.

(I have a theory as to why MacDonalds has been one of the absolute biggest business success stories ever. Wanna hear it? Well, besides being very organized and systematic, and chosing great locations, they are very clean. They seem to beat out all the other fast food joints in that area. Should clean matter in a restaurant? I dunno, you tell me? Or, ask any woman. Guess who gets to pick most of the restaurants? You guessed it. Mamas the boss. Ask her how important clean is in a restaurant. Or restaurant's washroom facilities.)

So, that's the first impression- clean. Good one. Next? They had packages and bundles galore. They had FREE BONUSES and add-ons, gift with purchases and training and memberships. Wow, amazing. These guys get it. And you should too for your photography business. We can learn a ton from business's like these. I couldn't help but think about the local pet stores, and all the local stores being threatened by these behemoth stores who move into town and pack a mighty punch easily luring their long time, not so loyal (anymore) customers away from them.

Many smaller local business whine the same old rant.."you can't compete against the big stores and walmart, it just isn't fair...waawwaawwaawaaa.." want some cry fries with that waaamburger? Listen, nobody in any business should be given the divine right to business jst because you're in business or for any other reason other than customers like going to you.. It's a free enterprise and the client benefits because of it. Any small business can compete against any large bix box store. You just gotta do what they can't. Aaa, but this would be take work. More work than just simply getting a location, some business cards and a sign.....well, too much..wwaaawwaaa!! I quit!!

I have not a stones throw away from me, on the busiest intersection in our city, (I'm sorta behind the main malls, in a hidden, very nicely appointed strip mall), a photography studio that opened up about 4 years ago. They are a high volume digital self serve studio. They offer amazing deals, amazing backdrops, settings, packages on and on. Is it a franchise? No, but they look and act like one. It's another photographer and personal friend of mine who started it. It's, in his words, to compete against the dept store studios. Frankly we all had our doubts at first, but seems the buying public have voted with their wallets. He tells me that most don't want the "self serve version" and willingly pay the small fee to have a "technician" take the pictures for them. Notice it's not the photographer, but a "technician. Very smart.

They are lining up and giving this guy (actually his daughter runs it. She's not allowed to move any lights or backgrounds. Just point and shoot. That's called a system) business like crazy. Business that used to go to me and all the other studios. Or some of it. Am I worried or angry? Not at all. I have a responsibility to stay on top of my own game. Competition forces change and innovation. I love the challenge. Trying to control it is like trying to push a car uphill with a rope. Futile. My business is strong. But Inever ever want to rest on my laurels or be so pompous to assume or take it for granted. That's suicide. R.

"It was a high counsel that I once heard given to a young person, "Always do what you are afraid to do."
Ralph Waldo Emerson

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Success Corner
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Report from the lemonade gang:

Remember this from last month? My daughter's lemonade stand.Well, here's the update. I did some research on lemonade recipes. Bought a whole book on 'em from some guy on the internet. Studied them. Tried a few. Picked one, modified it and created our product- lemonade. But I just didn't want any old lemonade, but something worth braggin about- so people would buy it.
We used real hand squeezed lemon juice, real organic cane sugar, clean pure water (boiled with the cane sugar-yummy!), and a secret ingredient that I am not allowed to reveal here. The end product was amazing. We did blind taste tests even mom, who's has high standards and is eager to tell the truth, was impressed. Our first opportunity was made available when friends of ours had a yard sale. We decided to have the Grand Opening then. Here's what we did. We set up a clean, covered table. Had the stock put away in coolers, under ice.

I had gone to the wholesale suppliers and bought those slushy cups, straws etc. I rehearsed the young budding entrepreneurs on what to say and how to serve it up. Consistency was important. And cleanliness. The yard sale was four hours long. We had four jugs of product and oodles of clean crushed ice. Enough to last all day, if we were lucky. What happened? They sold out by noon and made $34.00 in gross sales. I was blown away. And get this, the reviews on the product were all very positive. Shows you what a little marekting can do, even for a lemonade stand. Not only that, these girls are learning tons of real world business strategies and principles that they will have for the rest of their lives, no matter what enterprise they find themselves in. It amazed how eager they were and how they truly understood what the process. They were wide eyed, soaking in every word as I explained every step to them. They "got" it. Mind you I take some credit. I seem to have knack explaning this sorta stuff. R.

In May James and I were at the Henry's Photographic Conference. Thousands of people, mostly all lovers of photography (why else would they be there??) attended. It was an awesome event. All the major suppliers were there showing off their wares and there were several seminars going on at any one time during the day, all day long, all three days. James and I were there to speak and promote our Big Kahuna digital success system.

One young lady was there. We recognized her because she was there last fall when we spoke at that conference. Here she was again. Actually, she was there the whole three days it seems. We kept running into her. She is obviously someone who is very motivated, hungry and eager. I'd place my last dollar on success. She has the right idea and the right attitude. So often I meet and hear from people who blame and find excuses. Not so with her. Do yourself a favor, read her testimonial below, where another girl Angie refers to her testimonial video that we played in our seminar the rest of the conference.

Angie writes......
"I also wanted to send you this glowing e-mail telling you about how you and James have changed my life with your "Digital Success System" but the fact of the matter is, it's now 1:30 in the morning as I'm writing this because I have been spending all of my time reading your manuals, watching your videos and playing in Photoshop and I just can't get enough! I know that it's become my Bible. I'm therefore going to try to keep this short. You guys have given me a new confidence I never had before and all in just over a week. I was at the Henry's Imaging Conference last weekend and sat in on your seminar on Saturday afternoon. I immediately went from your seminar directly to the check-out counter to buy your Big Kahuna Digital Success System. I now completely understand what that woman was talking about who said she kept your manual on her night stand. I was absolutely amazed at what you could do with your photos. I'm a professional photographer who does mainly weddings and have gotten to that frustrated stage where I just couldn't get exactly what I was going for out of my photos. I had signed up for the Image Explorations East course the week before I went to the Henry's Imaging Conference. I didn't know who you guys were then and had actually signed up for someone else's course. First thing tomorrow morning, I'm going to contact them and see if I can switch to your class. At this point, it would be nothing but dissappointing to be in anyone else's class. I look so forward to seeing you guys again and learning even more! Hopefully I can get my course switched.

Thanks so much for everything,
Angie Humphrey
Photographer"
Here's the video that Angie is referring to: Henry's (Susan)Testimonial Video

GURU CORNER:
I have many mentors and role models, but above and beyond any and all, even the great classic such as Claude Hopkins, John Caples, David Ogilvie to name a few, Dan Kennedy is my top guy. I have spent thousands on his stuff alone over the last seven years. Here's a condensed article from him. Worth reading, and "getting", and implementing......

Targeting Through Ad Copy
By Dan Kennedy

For years, advertisers have attempted to target "the right customer" through carefully selected media vehicles. Mailing lists aimed at specific demographic, geographic and psychographic profiles have fallen short so often that a 3 percent conversion rate is considered a big success. Carefully selected TV shows and radio formats have failed to deliver equally as often. And now email opt-in lists are disappointing a whole new generation of advertisers.

Not surprisingly, it is media salespeople who are largely responsible for today's overemphasis on "reaching the right customer." After all, if they told you the truth – that business reputations and advertising results are built on saying the right thing rather than reaching the right person – they would have no leverage to convince you that you need to reach exactly who they're trying to sell you.

In your next ad, try targeting through the content of your message rather than through demographic profiles.

There are four simple steps in creating a sharply targeted message:

1. Choose whom to lose. You can't really know who you're targeting until you can name who you're not targeting. Inclusion is tied to exclusion. The Law of Magnetism is that attraction can be no stronger than repulsion. In the following example, I'm choosing to lose bargain-hunters and posers. (Not that there's anything wrong with bargain hunters or posers. In another campaign, I might target them with great success.) When you're saying the right thing, you'll be surprised at how many people suddenly become "the customer you needed to reach."

2. Gain their attention. If the reader/listener/viewer isn't with you, you're toast. We live in an over-communicated society whose attention has been fractured by too much media. So never assume that people will be paying attention to your ad. Assume instead that you must wrestle their thoughts away from powerful images and distractions that are tugging at their mind. "If the lowest price is all you're after, this isn't the camera for you." That headline/opening statement attracts the quality conscious consumer to the same degree that it repels the bargain hunter. The only task remaining is for us to explain precisely why our camera is worth the premium price we ask.

3. Surprise them with your candor. Traditional hype and ad-speak make today's customer deaf and blind. They can smell hype and phony promises and they're turning away from them in greater numbers every day. So bluntly tell them the truth. Confess the negative or they won't believe the positive. "Another downside of this camera is that it's not the sleekest, prettiest one in its price class. No one is going to tell you how cool your camera looks. The upside is that it takes far superior pictures."

4. Make it make sense. Believability is the key. Tell them how and why your product can deliver what it promises. "The prettiest camera in this price class has a shutter speed of 1/15th of a second. But the shutter speed of the ugly Canon PowerShot S500 is a superfast 1/60th of a second, allowing you to take fabulous photos in low-light situations. Your indoor photos will look rich and vibrant when all the others look dark and grainy. And your nighttime photos will make people's eyes bug out. Beautiful contrast and luminance, even without the flash. This camera can see in the dark. Take a picture of your lover in the moonlight. It will become your favorite photo ever. And that superfast shutter speed is also very forgiving of movement. That's why no one ever replaces their PowerShot S500. Go to your local pawnshop and see if you can find one. We're betting you can't. But you will see several of that "prettier" camera available cheaper than dirt. So if you're looking for a great price on a sleek-looking camera, that's probably where you should go."

You cannot plough a field by
turning it over in your mind.
Author Unknown

If you want to succeed at photography marketing, I mean really take it serious,
invest in the right information and direction for your future.

And, if you want to take your wedding photography marketing up a notch or two, do the same.

That's it for now folks! hope you enjoyed my monthly rant.
Thank You
Robert Provencher

Hold on to your hats and take names! I will tell all! Muchos gracias!