October 2005

**************
Newsie bits
**************

BOO!! Scared 'ya, didn't I? Well, I can do that sometimes to people. I am the master of all things spooky. As a child I had a knack for scaring folks (still do, ask my wife) and in a sick way get a laugh out of it. Now? I have fun with my daughter and her cousins playing games outside in the yard after a big family supper and all the normal adults sit around the table whilst I hang with the kids in the yard playing hide & go seek. I am truly a big kid at heart.

I love scaring em too! Truth is, they love being scared just as much as I love scaring 'em. Just a few weeks ago while running around hiding with my daughter (we always "hide" or "seek" in teams- everyone always wants to be with ME, and when they aren't, they make me promise not to scare 'em- yea, right). She noticed, and was impressed by the fact that I was able to use strategy and tactics for hiding and also predicting where to be and what to do for maximum scare effect.

Sometimes less is more (a simple twig snapping in the brush scares the bee-jesus out of them) and other moments call for out right top-of-your lungs yelling when they least expect it to really make em loosen their bowels.

I like to think that I now am able to take this talent and use it effectively. I still like scaring folks, but I try to scare 'em into succeeding at their photography business. How? Simple really. I try to call it like it is. Can't do anyone any favours by being nice when the emperors's walking around with no clothes on.

The truth is people want to be scared. Really. But there's no one there to do it for em. That's where I fit in. Your comfort friends ain't gonna tell you your photography sucks. I will. Well, not always like that, but I will tell you what you need to do, and make suggestions in a sometimes maternal loving way and other times using stern father-like straight talk. I can't help it, it's my nature. It's in my DNA.

But, at least I like to believe that, and everyone's reaction so far as being mostly positive that (I've pee'd off a few friends on occasion but hey, I was trying to help!!) the way I nag, cajole, urge, push, scare and annoy is done with an effective approach and, as I've been told on occasion, in a "refreshing" way. Other times I like to take folks by the ears and shake em up: "what are you doing!!! STOP THE INSANITY NOW!!!".

We live in a society that is being entertained to death. We live vicariously through the fantasies and success's of others through tv and movies. This is a waste, as you know. Truth is we all have our own unique calling and all we gotta do is answer the call. Why don't we? Fear. That's all it is really. Fear. Fear of loneliness, loss of love, living, dying, ourselves, ridicule and failure and on and on and a whole host of made-up stuff in our own heads that we manage to disguise as rationale, logic and excuses.

That's why I like taking coaching programs or any other new experience that helps me to grow. Self improvement. I wanna be scared and get a little butt-kicking. It inspires me. Makes live purposeful (read that quote up top). I've paid a small fortune over the years to have coaches and mentors give me some solid advice and a serious swift kick in the hee-hoo.

Driving out to my daughters horse lesson last week (this is always a special time for me- I get some bonding with my baby girl before she gets too old and figures I'm a geek) we had a discussion about being scared. I told her when I do seminars I am always scared. Especially when I start the morning off with some serious follow-the-leader dancing to loud thumping get-your-pelvis-gyrating beat music. Here's the proof. This surprised her. She thought I was confident all the time.

The key is to go ahead and answer our call even if we are scared. Scared? Do it anyhow. Courage isn't the elimination of fear. It's acting on your hopes, dreams and wishes in spite of fears and doubts.

What is a coach? Can you really learn anything new from them? Some coaches fit in the category of teacher. Others fit in as official butt-kicker. A coach who teaches you would be like taking lessons on a particular topic from a true master- not a wannabee or academic know-it-all- but someone who's been there, and they will give you a new skill set. A coach who kicks your butt all the way to success is invaluable and essential for total achievement and is a coach that helps you realize your potential. Many coaches are both.

Would an olympic athelete learn anything new from their coach? Likely not. These coaches are there as official butt kickers. It's their job to make sure you do your best with the skills you already have. To reach your goals and be the best you can be. They help keep you focused and help with self-discipline. Why? Why not go it alone?

Super atheletes ALL rely on coaches.... here's the reason: we're human, and lazy. We take the path of least resistance (problably some primordial survival mechanism). We cannot rely on ourselves. If you need proof, just look at what you've able to do on your own. So far. We need an official butt-kicker. We do if we want to reach for the stars and take our destiny to new heights. But of course we must be willing and good students. This is the first step. It does all start with us. If we whine, bemoan and complain about everything and offer up reasons why something ain't working then we will be lousy students. (these types aren't usually the ones looking for coaches in the first place-you don't see 'em reading, researching and taking action towards success anyhoo...)

I am smack dab in the middle of a coaching program myself. Paid a consultant $3,000.00 for a 6 week program called Leadership Management Canada. It's designed for busy executives and based on goal setting through time management. This is my third program in the last 5 years. The other two were from other coaches and were unique.

On the advice of the coach my wife sat through the first few sessions. (This, I thought was cool. It's so important when you have a spouse that supports you and understands where you are going. I personally believe that marriage in general and in modern society has evolved where it's not just about having children, or being with someone so we don't ever get lonely, but at a higher purpose marriage is best played out when our partners are there to help us become the best we are supposed to be and we them)...

Having her there was great, but she doesn't truly get the whole picture. And that's okay. A few weeks ago she pointed out that some of the content in the program was not new to me. In other words, why bother taking yet another program, when I already know it? Thanks for acknowledging my vast pool of knowledge ;), but there is more to taking a coaching program then simply having more "stuff" thrown at you.

Success fundamentals are pretty much timeless and easy to understand. But having a coach is like having a parent who cares for your success. Did your parents drive you to succeed?? Likely not. My parents supported me best they knew how but they hardly had an iota of an inclination as to what it takes to make it. As a matter of fact many of the negative beliefs around money and success they imposed upon me, much like the stuff most parents perpetuate through their offspring, was more like throwing an anchor to a man who was trying not to drown in the ocean.

Ray Charles had two mommas in his life who basically gave him so much belief in himself that that, combined with his love of music, was all he needed to succeed in the music industry. (I've noticed that most men who amounted to great deeds almost all had great mothers and women had supportive dads). Same with Richard Branson (Virging Records), Bobby Darin, Donald Trump, Ronald Reagan on and on and just about anyone who rose to great heights in their fields- and rlived long and as positive role models. They had one or both parents support them and encourage them (the opposite sex parent being supportive is key however).

If support was not there in their lives, they somehow had the inner strength to decide to be outstanding and doggedly and with determination pursued that as a life long mission. Relying on yourself and only on yourself, especially when you started out in life without supportive parents or friends, and finding that inner strength on your own, is by far the exception, not the rule.

The first thing we outta do is look at our parents. There lies the key to where we will go in life. If you don't like what you see, don't get mad. Some people get hung up, stay in therapy-mode all their lives, and end up doing nothing. Make a decision. Being mad ain't gonna help. As a matter of fact it will make it worse for you. So decide to grow. To be strong. To be the best you can be.

I decided that for myself years ago. I was telling my wife the other day how much crap I had to go through and all the layers of pain and shedding I put myself through so that I could find my inner voice and "not be like my dad, or repeat his history". So that I could grow up. If you have no idea what I'm talking about because all this sounds alien to you, that's likely because having constructive support around you most of your live was likely the norm. However, my guess is to some degree or other most reading this will be nodding their heads with familiarity and understanding.

Sometimes coaches keep you objective. Sometimes they give advice. Sometimes they point out behaviors in a non-judgemental way. But above all they want us to succeed. But ultimately it is up to us to succeed. I can go to karate class and learn from a master, but it's up to me show up, to take it in with an open and eager mind and put it into practice. Pain and all.

I hire interior decorators. Why? They know how to decorate. Do I? Well sorta, I guess. But my decorating abilities are dull. Whenever I need to excel in an area that I feel I need to either grow up in, become more skilled at, more disciplined at or simply a kick in the behind to kick start my goals towards my destiny, I hire someone else. I can't rely on myself. I cannot go it alone. I cannot rely on my friends and relatives. They are too close to me. Besides, are they "masters" of that specific area I need support in? They think they are. But it's just opinions and rhetoric.

Bottom line? Success is deep and personal. But it's also about hearing that voice from the sideline that says "GO!GO!GO!....." And, knowing what we want.

NoBs Inner Circle news. It's up! At 12:01 AM October 31, 2005 we threw the switch open and fired up our much anticipated membership forum. Discover many hours of digital photography and adobe photoshop tutorials and sssssoooooooo much more. Read all about it here. You can take advantage of our introductory SPECIAL. But you must act now. I had to wrestle James to the ground and make him scream until he agreed to offer the recipients of this newsletter the same deal our regular forum members were privvy to. This offer expires Friday, November 4th, so get on it soon!

We've revamped the main page to No Bs Photo Success and added a few free download photoshop tutorials and a video where we talk about the biggest lies (outta ruffle a few feathers.......) in digital photography. Go get 'em......

Free photoshop tutorial Windows Media

Free photoshop tutorial Quick Time (MAC)

Biggest lies in digital photography:

Biggest Lies in Digital Photography (Windows)

Biggest Lies in Digital Photography (MAC)

Here's another snippet of a shaky video that I had my 10 year old daughter shoot whilst on an engagement session last August. Note the lighting I caught that was reflecting off the wall and I used it as the main light. You may also note the very, very casual approach I took in this session. I had a sense that that was the way to go with this couple. It worked. They loved it and had a blast.

I am shooting their wedding on New Years Eve next and like many couples they aren't sure what to expect from me as far as the actual photographic session is concerned. I try to use the engagement session as an opportunity to give them confidence in me and a sense of what I am like to work with therefor calming any tension, doubts or otherwise odd expectations they may have about professional photography.

They, like many couples, they told me afterwards that they had a lot of fun, couldn't wait to see the results, AND, the experience wasn't what they expected. That's what I like to hear. Notice the stance I had her in. She's quit a bit taller than him so I had her stand that way for the closer up shots to make her shorter. The full video and many more are part of the dangerous downloads you have access to when you sign up at No Bs World by the way.
Lighting and posing tutorial (expired)

******************************
Photography Marketing Strategies
******************************

Here's a test. Ask yourself why would anyone do business with your photography studio? Why would they call you over all other options out there? Within the answer, if you are brave enough to do this, will be the secret to your marketing. It will be the foundation of your marketing message. OR TRY THIS..ask yourself this question. Imagine one of your best clients. Ask yourself this hypothetical question: "what would it take for another photography studio to lure them away from my photography studio??" Answer that and you will find opportunities, areas for improvement and more marketing ammo to inspire innovation.
*************************************************

Pricing: The holy grail. What should I charge fo rmy photographic services?? I get asked this so often that I've decided to create a detailed audio tape that will explain the many inner workings, influences and strategies to do with effective pricing. I'll add it to my marketing system and make it available for current owners.

For some reason I don't remember struggling with pricing when I started out way back in 1983. But that could've just been me. I was always very active and even if I didn't get it right I went ahead and did it anyhow. (READY!! SHOOT!! AIM!!!). Something to be said for that- taking action, any action. Way, way, wwaaaaayyyyyyy better than inaction. It seems that many are trying to "get it right" and use some formulaic by-the-numbers approach. I find myself preaching at the very least the bacis mantra- don't try and get it "perfect". Above all, don't be afraid to sell.

Here's an email reply on this topic:
"Should you use built in credit versus straight session fee and sell 'em later? I started using a built in credit only within the last few years, therefor a higher price point to access me via a session, when I felt I would not meet too much resisatnce to it.

I did this move to achieve several things:
*slow business down....yes, slow it down
*qualify all sessions- nothing like asking the commitment up front to make em feel committed.

And I didn't meet with virtually any resistance....

Why? positioning in the marketplace. Poeple in my community know me. They know what to expect and are willing to pay. If they don't know you, you may meet with resistance. That's why the first five years are tough. You gotta get known.

If you are starting out and still building your biz you may want to do what I did for years and years.(which is what most photogs do, but most don't describe or niche their sessions...)....A straight fee. That way you won't meet with too much resistance.

There are a few issues that need to be resolved as well when you go straight fee for session....

Again, most don't do these things:
*describe the session. tell em what they are getting. explain it. do not undervalue or underestimate the importance of every bit of information, or worse yet, assume people will "get" it and because you know it so well and say it over and over and over you're sick and tired or saying it... people love having things explained to them. Tell em in everyday language and use long copy if you have a lot to say. I used to use bullets as the description. for weddings I had, and am currently finishing a new version of a 15+ page wedding price list. I am doing the same with my family prices and my children's prices, although they will likely be 4-5 pages each. with weddings there is more to say (hey, they're dropping $3-5 thousand dollars with me, its the least I can I can do..)

*niche: I still do this and have done it for years. I have a price sheet for kids, families, glamour, grads, maternity, weddings, with session fees and packages that are customized for each....that way when each need crops up its a "this is specifically for you" approach. That way you get to speak to that market segment and you look like an expert in that field. How many fields can you be an expert in? As many as you want. No limits. But do not take a "generic" appraoch..IE "for all your photographic needs"..bbllaaaaaaaa!!! I hate that slogan.

I know what you're going to ask me next: "Can I see your prices for each?". Listen, you don't really have to. DO this instead. Figure out what areas you want to "specialize" in. Make a list. Then, figure out what items would make sense to offer to each of those areas. You wouldn't sell huge wall portraits for a maternity shoot. I wouldn't. maybe a small ellegant ones, but a collection in a small album might be more appropriate. Same with boudoir. I find albums work there. With babies it's different again and unique. With families, wall portraits of course. Many packages will look the same, and that's ok. As long as each area as a selection of packages geared for them. Rememer, these packages are desined for sale after the session.
You don't stick em in their face and ask for the sale until you have the session done. It's a natural progression.

Now, when you do go straight session fee it's what's called a low barrier to entry, which makes sense when you are starting out. When you are established like me you can be a little bolder and say "listen, you want me? I need a minimum sale." This is a harder argument to make when you lack credibility and are an unknown. Unless you have amazing samples and work and an incredibly magnanimous personality and confidence ;).....

One thing that's very important, and many photogs miss the boat on this one, is the process that happens after the session. Especially when you start with a session fee and then whatever reprint sales. If you do not have a process in place sales will suffer. If you expect a certain minimum sale to just happen without doing anything else yourself sales may suffer and you will be disapointed and frustrated.

Fact is, you need, as we all do, to be a salesprerson. All that means is have a step by step process and give them ideas and information. When you do this every step of the way you are perceived as professional and helpful. This is what's called consultive selling. Selling is never pushy. I think that's why so many photogs are broke and afraid to get into some sort of selling system. They are afraid and/or think they are some sort of mystical arteeeesssst..excuse me. Remdrant was a business person, so was Piccasso. Great artists and salesmen.

So, how do we get sales after the session? What steps do we take?? Assuming we explain things like retouching, finishes and mounting etc, we simply ask.

After we've narrowed down the selection to their favorites. Never ask for the sale until they've narrowed it down to their favorite pose.

Then you say something like "gee, this print would look great as a 16x20 with a pewter frame.." or whatever. Or,"we have a few packages that I think you might like, that are available until (expiry date), may I show you a few options?".

Remember, we've spent time explaining the session, we've done the session and then we've explained retouching/finishes etc (this is where I subtely drop the hint for larger wall portraits. I show em a 20x24 mounted and let em touch the surface. I explain the surface and say something like "This leather finish and masonite mounting is ideal for larger wall portraits such as this 20"x24" or 16"x20" or whatever.)

People are very receptive to our suggestions and ideas. A familiy portrait is very important to them and they value what we say and input, especially if we do a great job for them. We need to maintain control at each step of the process however......."

****************************************************************************************

Some poeple just don't get it. Actually, most don't, so if you see yourself in this one don't feel bad. Your in the vast majority. What am I talking about? Selling in print or whatever medium using that cheezy "infomercial" look....it's commonly frowned upon.

I use long copy, multi-page letters and a systematic approach when selling. "and wait, there's more...". I have no shame when it comes to selling. Selling isn't being pushy or making 'em buy something they dont want. Many photographers feel this cheapens their "look"- actually, it hurts their false sense of pride.

I don't know why, since the worst hurt is the kind you feel when you get your bank statement at the end of the month and there ain't a lot of stuff happening on that tell-tale page;).

I like making money. Life is good when you have a fistful of dollars and a bankful of sheckles. I know, I know, life isn't all about money. But why are we in business?? PPPuuulllleeeaaaaaazzzzzzzeeeeee, don't give me any airy-fairy, holy reasons why money is either bad or why we outta be in business to save the planet. It's all about the bottom line, or else we sink, and there ain't nothing there. Nothing. Pooff!! All gone.

My father declared bankruptcy in 1975 (in a less than noble way) and it's not something I ever want to go through in my lifetime again. Ever. Nor do I want my wife and my daughter to experience the shame, lack, frustration and misery being flat out broke can bring to your life when it comes knocking on your door.

Having money and using it wisely is a big responsability. But you gotta get some in the first place. You gotta sell, sell, sell. All the time. Zig Ziglar said this: "Shy salespeople have skinny kids". And get over the self imposed limitations and BS thinking that limits our abilities. When you make money, you decide what you're going to do with it. How you want to help others. Live your live. Contribute to your community and the world. On and on. It's like frozen energy.

Oh, and besides, the true test is the client, isn't it? Well, mine keep coming back over and over and over and referring their friends over and over and over. Any harm done? Just if you have too much pride. When the well's dry an intact ego ain't gonna help you much.

_____________________________________________________________________

Meet our new mascot- who so far does not have a name. This is our design for the (temporary) tattoos that we will be giving out to all the children who come to our studio for a session. Just one more way to make 'em feel welcome. As you may already know we have a treasure box filled with toys (from the buck store) and a bowl of healthy fruit snacks. All shameless bribes. Our place is "kid friendly" to say the least.

***************
Testimonials
***************
I get emails.....

"Rob, I began my photography business full-time in June after selling another business I had.Each month since then has seen an increase in my revenue. Honestly, my revenue has been much higher than I had anticipated having just started. I've said it dozens of times before, but, obviously, much of that has been due to your mentoring and involvement in me and my business. I have 5 weddings on the calendar, and have a goal of 25 in 2006. Now, however, I seem to be at a crossroads for some decisions and I would like your advice.

I'm a member of a Professional Photographer's Guild here. There are some full-time studio
photographers in this guild who seem to be doing quite well. Here is some of the things they
advise to the guild.
* Be a member of all the photographer's organizations - the local, state, regional, and national (PP of A)
* Get certified by the PP of A
* NEVER NEVER NEVER sell negatives or disks with proofs
* NEVER NEVER NEVER give an enlargement or reprint to a customer without a studio logo on it
* Compete in all the print competitions
* Charge more

I'd really like your thoughts about all these things. They seem to be successful and they do these
things. I have a big family to feed and really want to get to a point where I can support them. That's
my only main goal right now.

In addition, I would like advice on how to best capitalize on education. You know I don't have a lot
of money to spend on education, but I really want to get better at my craft. Are seminars worth
attending? The state organization hosts a PP of A school here once a year where you get 5 days
of instruction with one photographer. 2006's school will have Doug Box, Kevin Kubota, and a bunch
of others. Price is $725. Is this reasonable, and should I look at doing something like this?
Realistically, in 2006, I can probably only invest in one education opportunity.

Lastly, I realize I have to raise my prices or tremendously increase my volume. My preference, since
I would like to have a life, is to raise prices instead of volume. You've seen much of my work. There's
a bunch more on my web site, http://www.tracybookmanphotography.com (yes, it's finally done).
Do you think that I am at a level yet where I can raise prices, or do I still need to concentrate on
increased volume?

Thanks in advance for your helpful information.

-Tracy"

"Tracy
your site looks great!! To help you with your questions, here's my take on it. I agree with almost everything they say, but there is no panic, no rush.

Doug Box is amazing. He was one of the other programs when I was teaching at Image Explorations last August. He's an amazing photog so I'd personally recommend him if you go. (Although he hates digital- but in my opinion he doesn't "get" it)

Kevin Kubota is I believe speaks on digital. Frankly, you problably have enough there. He may start you on an entirely diferent path and may only confuse you. As you may know we teach all our digital stuff based on doing 500+ sessions a year, all digital (four years now), all successfully. And we teach what works. That's why we call it NoBsPhoto Success.

Being a member, doing the certification steps is all fine, but I would simply join first and get certified in time. Frankly I don't get too caught up in it.

Fact is it isn't really needed to be successful in this field. Much to the chagrin of what some members want you to believe. But hey, I say do it ayhoo. Just realize it is not the holy grail. Your attitude and ambition is.

I am a member of PPOC, PPO, WPPI, NAPP and PPA and a few others. I have my masters and only pursued it as an after thought. Do it in time.

Listen, many associations are filled to the rafters with guys and gals who are wannabees, or are in reality struggling, and when you look deeper into their lives you discover that they aren't successful but get a big thrill telling those who are how to be.

These types often end up sitting on board of directors and committees. I am not saying this to be mean. It's just a truth that I discovered years into this game, and when I did discover it my priorities changed and I truly felt a renewed sense of independence.

I always urge everyone to learn...always. No matter what. Even the basics. So education is good. So's associations. But again, don't put all your faith, eggs and hopes into one basket. It ain't the holy grail.

Signing prints is a good idea. We sign all ours.

Giving away files?? Why not? We sell em for commercial or executive sessions. I mean why not??!! If you sell em say a 5"x7" print they are going to scan it for reproduction. Right? So, sell em an original. So that way they get the copyright, an original and a great looking reprint. Of course there is a fee for this. We charge $100.00 per file. Other I know charge$500.00 Some are only $30.00 or $50.00. It's whatever you want.

We are going to include all 4"x6" 2200DPI proofs digital files on a CD for all our weddings on our new prices list. I personally believe it's the way to go. BUT, we get at least $2,500.00 for our weddings, often more. AND that's without any albums or reprints. It's mostly just the photography and the slide show DVD, and now the original files. SO, this means my profit is HUGE. And I get home early on Saturdays. And the package is done fast and early and easy.

When I sell a $3,500.00 wedding it takes me about 4 hours to finish and about $300.00 in costs. How can anyone argue with that.

And then there are reprint sales. These BTW have to be managed. Either via websales and actual orders forms brought in.

We have "special" prices for wedding clients only and a time-line enforced. So in the big picture giving away the original wedding proof files is not such a bad thing. Is it? Other than the flak you gotta put up with from other photogs.

I wouldnt' give away all other portrait originals..IE families, babies, seniors..etcetcetc..
hope this helps

You are an inspiration and your work looks great BTW. keep it up!!
thanks
Rob