The really smart photographers start dreaming and create concrete goals and steps from their dreams. And they are pre-disposed to take action. I know I am. When I get an idea, I implement NOW! Not later. Not when conditions are perfect, but NOW. I have little patience.

Creating goals every year is important, then break it down to monthly goals and steps. I have a list a mile long of stories that I’ve experienced from writing down my goals. Have goals, and you build a foundation. Don’t have goals, and you risk being thrown about at the whims of destiny.

Goals are power. NO plans, no goals, no action steps, no nothing is nothing. NOTHING.

I don’t care how you explain it. Not having goals is the most impotent position to put yourself into. Whenever I consult with photographers it’s the first thing I ask and get working one. Why bother otherwise? I can’t work with someone who doesn’t know where they are going.

Never, ever denigrate your goals, talents, or personal vision. Ever. Avoid negative self-talk like: “Oh, I could never do that”. Instead, ask deep, probing questions like: “How can I do that?”

See yourself in five years. Next year. What will your studio look like? Your clients? Your income? Your photography? Your home? Your studio? Your health? List it all and give it color and feeling.

Here’s another strategy to help you get clarity. Create a ‘loves list’. Yes, a ‘loves list’. List all the things that you love. Everything. Have a friend ask you: “What do you love?” and start listing and writing everything that pops into your mind. That will give you the basis for creating rock solid goals.

Believe it or not, having the courage and strength to create goals is rare. The temptation is to take the path of least resistance. Have stamina in the face of adversity, develop and maintain this quality in all that you do, including your goals.

MISTAKE NUMBER TWO: They have a crappy product

There are a lot of “photographers” out there. It’s so easy to get into, especially these days with digital. Problem is, a digital camera and some basic photoshop skills does not make you a photographer. I see it all the time. There are no shortcuts to success. You need to build your skill set and create the ability to repeatedly and consistently create impactful and sale-able images. Some people get there faster than others, but they do have certain inherent risks, namely, thinking they have a special skill and talent that will forever be viewed with awe. Never rest on your laurels, they can too quickly become wreaths. Photography is like a unicycle. Stop peddling and you fall off.

As you can see, there are risks at both ends of the spectrum, but the biggest mistake when you have a crappy product is to have great marketing. When you combine these two situations, you are increasing the speed at which the world discovers you’re crappy.

Truth is, there’s nothing wrong with having a crappy product. We all started there at some point. Just don’t get ahead of yourself. Be realistic, open and honest, and if you have the guts and determination, you will learn and master the art of lighting, posing and exposing great images. You will get good. Just don’t start marketing before you have something decent to give to people.

Even though it’s easier than ever to get into photography, that doesn’t mean the playing field of business has changed too. Nor the fundamentals of good photography. The rules of good business, like good photography, hasn’t changed. The fundamentals are sound and timeless. Unless you’re into photography for the fun of it, not to make money. Then you wouldn’t be reading this would you?

MISTAKE NUMBER THREE: They have crappy or no marketing

There was a time, just before digital came along and made everyone a photographer, that all you needed to do was get some gear, lights, a studio, sign and business card and you had a reasonable crack at success. Everyone thought we were magicians. Wizards, with magical powers and mystery. Well, the genie is out of the bottle and there is no more mystery to it. Anyone and everyone is a photographer. Pick up the camera, point and shoot. It’s that easy.

So, finally, we need to use effective marketing strategies. Combined with a product that is NOT on par with anyone’s grandmother, who also happens to now be a photographer. People will not flock to us the way they used to. We need to offer great products and services that place us above and beyond the current rage.

Now, we need to be responsible. I’d say about time. We’ve had it too good for too long. Some have suffered, because in their own ignorance and steadfast pig-headed-ness, never really were that good, and well, because they didn’t have to be. They were magicians.

That game is over. Get good and get marketing. Marketing that is reliable, responsible, won’t break the bank and is measurable. Marketing that works. And never delegate this to outside forces. Others know not how to sell your product, especially ad agencies or sales reps from big media such as the papers, radio and TV.

MISTAKE NUMBER FOUR: They jump to media

And they totally skip the first two essential steps in the marketing process. Namely, message and market. You must follow the order correctly in order to have a smart and effective marketing in place. What do I mean?

Here’s the three steps, and I bring this up in every presentation I do:

• Market
• Message
• Media

In THAT ORDER. Admittedly I didn’t create this idea. It was largely inspired by Dan Kennedy, who likely heard it elsewhere and brought this simple yet powerful idea to us.

Here’s how it works: Know who your market is. If you’re selling scenery photographs, who’s going to buy them? If there is no market, give up on that idea. You can’t sell something to anyone that is not interested, can you?

When you have your market, and a hungry one hopefully, create poweful messages (offers) designed to speak to that market. Wedding packages, senior sessions, baby sessions, kids klubs, family programs..get away from the one size fits all pricing and create offers that sizzle and resonate. Make it irresistable. Of course, have a great product too, but very innovative in the way you ‘package, bundle and widgetize it’. Think Starbucks. All they sell is coffee: re-packaged.

When you’ve done those two steps, NOW you get to go to the media phase. And not until then. The great thing about creating these in order is that once you get to the media, half the battle is won, or more.

You know who they are, you have a great offer, now go get em!

Remember, if everyone is your market, then no one is. Niche your services. Define them. There are no exceptions to this rule. Once you figured out a market that is small enough to get your arms around, yet big enough to be profitable, the delivery method, or media, can often be very affordable.

Direct mail is one technique that makes sense. But, again, I harken unto you. DON’T, I repeat, DON’T use it until you figured out the first two steps. It happens to be my favorite. Websites are great too, but hard to work unless and until you can get people to check it out. Display, offers through affiliations, cross-marketing, all are media that are very easy to use and easy on the pocket book.

The temptation is to skip the first two because we think others can do it for us, a magic wizard who waves his wand and clients start calling, or we’re simply too dang lazy. Take your pick. Matters not. Failure is failure, no matter which road you take there.

MISTAKE NUMBER FIVE: Fail to build the herd

It’s called database marketing, and is the biggest secret of all for those who care and dare to use it. What is it? Simple. Keep a log of all your PAST clients, and keep in touch with them. Via phone, mail or email.

Simple, ain’t it? And it’s cheap, very reliable (unless you did something to really get on their bad side, in that case you have other issues).

Most business’s fail to use this strategy, yet it is where the gold is. Past clients are proven. They do not need to be sold to you, they already are. They are trained and ready to buy again. And refer all their friends, more folks just like them. How cool is that?!!

It just takes a little extra work, foresight and planning. I have no more on that idea since it’s so obvious and easy. There’s no excuse for failing in this area.

MISTAKE NUMBER SIX: Think a great photograph is the marketing and is enough. Focus on all things photography-equipment, technique etc and ignore the marketing.

I see this one allllll the time. It’s like a disease, a sickness. Don’t get me wrong. I love good lenses, the latest cameras, cool pieces of equipment that make my life easier, and help open up the way to better photography, but so many are solely focused on gear and all things techie, bouncing around from one set of widgets to another workflow strategy, fooling themselves into somehow thinking that in it all will results sales and a marketing.

Do you see yourself in that? Don’t feel bad. You’re in good company and a lot of them. We are all prone to this dreaded sickness to some degree or other. It’s part of being a photographer. Just don’t let it overwhelm. Know when to drop it all and focus on the marketing. This, sadly, can be very tough to do.

Taking a great photograph is of course a great thing. Having taken only one and received accolades for it means nothing. Being able to take good photographs needs to be consistent. I know many very talented photographers who for some reason or other think that that’s all they need to do. Sad. And they often fail and struggle. Such a waste of talent, when the answer is right there, under their noses. It’s called marketing.

Photography is not separate from business. It, like any business, is an idea. And that idea starts with an individual, you. It requires a level of responsibility, something that may not be present when you are working for someone else. Wealth, success and prosperity, both financially and creatively, are all responsibilities. Your business, like any business, is a reflection of the owner. You. If the business is sick, then the owner is sick.

You need to take total responsibilty. Don’t look for get rich, get successful overnight solutions. They don’t exist. Learn to innovate. Be resilient and flexible, because when you start the ball rolling and growing your business, opportunities will be brought to you on a platter.

I know, I’ve experienced it too many times in my life. There is no place for whinning, crying, self-pity, or worse yet, entitlement mentality. You know, “Dammit, I’m good, and the world owes me” kind of BS. You could phrase it any way. “I have a degree ( or seniority, or in the union), therefor I am entitled”.

That attitude sucks big time and is like poison. Avoid it like the plague.

A carpenter builds his castle, just like you build your dream, not because he has some basic carpentry tools. He has a plan. Good ingredients. Time. Patience. He builds, one brick, one wall at a time. Then he gets to step back and see all that he has created.

It’s the same for you. You have a plan, you start today, right now, working with whatever you have at your disposal, and start building, one brick at a time.