Angela Pointon loves photographers and artists. She studied photography, but had a love affair with business and marketing. She decided to combine all three together when she started Steel Toe Images. She coaches and inspires photographers and other artists to kick major butt through her one-on-one sessions, blog, emails, workshops and her first book (coming soon), called “The Art Of A Photo Business: What Every Photographer Wished They Knew Before They Started”. Follow Angela on Twitter, Facebook or her blog.

I believe that what you do is amazing.

Every time you freeze an image, you give a gift to the world. I also believe you create a different experience, uniquely your own that no one else has the power to duplicate. Your business exudes a feeling that other businesses can try to copy, but ultimately fail at mimicking because their business is their business and yours is yours.

This is where marketing begins: at you.

The best photographers know what they're capable of bringing to the world, and they've worked hard to define that very thing in one or two succinct sentences. An amazing photographer isn't trying to copy another photographer; he or she knows that this effort is futile and, in fact, copying another photographer just robs the world of their own abilities, their talents and their uniqueness.

As photographers, we are challenged to identify what truly special difference we offer that no other photographer can. Yet, we all have this inside of us; it's just a matter of uncovering it.

The best photographers challenge themselves to constantly ensure they are articulating their amazingness using the right words that evoke mystery, intrigue, and fascination.

Know the people who will die to buy.

Have you ever been a raving fan of a brand, product or service? Have you ever talked to a friend about this brand, product or service with the same immense passion that one uses when speaking of their religious or political beliefs? Have you ever had a buying experience so amazing that it left you wanting to have it again? Have you ever bought something when competitive offerings were available solely because of the incredible buying experience?

That company knew your profile. They knew who their ideal customer was (ie people like you), and they built an experience to tantalize the very things that you would find unbelievably enjoyable. They matched the services to the person with the cash to spend.

Sometimes it's easier to start at the who. Who is the perfect buyer of your services? Who do you get along with, set off sparks with? Who do you cause the reaction of saying “that was amazing” at the end of their initial buying experience with you?

How will you attract more of them?

It's great if we've had a buyer or two who have been amazing. But how do we attract more? How do we work with fewer clients who are just okay and work with more who are unbelievable?

I've had success in my life finding people by hanging out where they're hanging. I have found that walking into a real room with a group of people can instantly feel right or wrong. The same is true of online places, too.

Plan Your 2013 Marketing To Capture More Souls

So if you want to define your brilliance, if you want to figure out who your ideal client is, and if you want to find more of those clients, then the One Page Marketing Plan is for you.

FREE Webinar: The One Page Marketing Plan

Wednesday, December 5th, 8:30pm eastern / 5:30pm pacific

There are some business owners that believe long drawn out business plans are the key to success. But if they are tirelessly drafted to only sit on a shelf, what good are they? I have put together a program to help you get your 2013 marketing mapped out on a single sheet of 8.5″ x 11″ paper. I'll walk you through how to effectively plan your marketing in order to get what you want out of business next year.

Together, we'll spend 60 minutes walking through my one page marketing plan template (a template will be emailed to you right before the webinar). I'll pose the thoughtful questions and provide the examples you'll need to get your wheels of creativity turning.

By the end of the webinar, you'll get your marketing mapped out, including:

the target market you'll go after in 2013:

– what makes your unique business different than the rest
– your financial bliss to obtain next year
– your business goals for 2013
– your essential marketing actions to get you to those goals

Register for the One Page Marketing Plan

PS – there will be an additional program starting in January for photographers who want more one-on-one, in-depth support with their marketing. By becoming a member of the Photography Marketing Academy, photographers have the opportunity to learn from me and from up to five of their peers as we work on your One Page Marketing Plan in more detail. This new program is $249 (normally valued at $1,200) and it includes 3 sessions, PLUS a free 30 minute session with only me to talk about anything. Only 5 photographers will be allowed into Photography Marketing Academy. Learn more here.

Ron Dawson is president and creative director of Dare Dreamer Media, a new media marketing and film and video production agency that focuses on helping brands tell cause-driven and inspirational stories. He writes about the art and business of filmmaking and photography at DareDreamerMag.com and hosts Crossing the 180: The Filmmakers Podcast that Breaks the Rules. Follow Ron on Twitter and Facebook.

Photographers are passionate people. The Nikon vs. Canon battle (or is that Canon vs. Nikon) is right up there with Mac vs. Windows. Democrat vs Republican. Back Street Boys vs. New Kids on the Block (Or should that be Justin Bieber vs. One Direction?) Well, I suppose that artists in general are passionate. You have to be passionate about your art if you plan to make a living at it. Wait, let me amend that. You actually DON'T have to be passionate about your art if you want to make a living at it.

Let that sink in a bit …

Are you fuming? Are you perturbed? Did I ruffle your feathers? Burst your bubble? Put a kink in your armor? Throw a wrench in your … well, you get the idea.

If you're like many professional photographers I have come across, a statement like the one I just mentioned could be enough to send you into a social media frenzy akin to a jihad. “How dare I say you don't have to be passionate about your craft?”

I can say it because it's true. You do not have to be passionate about filmmaking or photography or quilting to make a living at it. Do you really think the owner of Glamour Shots is “passionate” about photography? I don't know if he/she/it is? I just know that it's one of the largest photography businesses in the world and it's blatantly obvious it's not built on a passion for the craft.

Likewise, we are all familiar with the “starving artist”. That individual who is true to his/her craft. Pure in heart and spirit. She would rather slit her wrist than Photoshop in a sky. Would not be caught dead using a point and shoot. And some of them even think film is still alive (Ouch! Why'd you have to go there Ron?)

A Brief History

This is one of those debates you can never win. It's kind of like arguing about religion. Either you believe it or you don't. Some of you may be converted then fall to one side vs. the other. But in the end, most of you are firmly encamped in your beliefs. And woe to the person who says otherwise.

I was first introduced to the passionate sides of this debate a few years ago when well-known, award-winning photographer Jesh De Rox held a free webinar. At the end he pitched a 1-day workshop that cost $20,000. That is not a typo. Twenty thousand dollars. OMG. You would've thought he publicly lambasted the Pope or something. (That workshop wasn't the main pitch, it was actually more of a “would you like fries with that” kind of pitch.) The blog post I wrote about it to this day remains the most popular.

There have been other provocative luminaries in the photography world who have caused their fair share of eyebrow-raising and vitriol spewing: Jasmine Star. David Jay (can you say “Photo System“). Gary Fong. Denis Reggie. Kevin Swan. All these guys at some point or another did (or continues to do) something related to their business that rubs the aforementioned “auteurs” the wrong way.

The “heroes” on the other end of the debate are people like my good friend Zack Arias. Zack is in essence the patron saint of photography. He is awesome. His craft is undeniable. But here's the irony. He also has a lot of great business advice to give too. Despite the fact that Zack often leads (or at least inspires) the social media frenzies I mentioned, at least he's a person who is not so blinded or enamored by “the craft,” that he doesn't also realize the importance of “the commerce” aspect. But, I pity tha fool who gets on the wrong side of Zack's massive photography following.

Striking a Balance

In my humble opinion, it all comes down to striking a balance. Look, if you want to do your art strictly for art's sake, then keep it as a hobby. Spend as many hours as you like in the editing room. Take as many shots as you want so that you have 20,000 images to cull through. Go HDR crazy!

But if you want to make a living at your craft… If you want to quit your day job and support your family, then you will have to make choices. Choices that may contradict the purist in you. You may have to do jobs that are “good enough” and not “great.” You may have to take work that doesn't inspire you. You will have to put systems in place that curb your creativity, e.g. you can't take 20,000 images at a wedding or portrait session. Nor can you spend 30 minutes on each photo making it look just right.

Likewise, you should be invested in improving your craft. Continuously educate yourself. Keep up with the latest technologies. Go to workshops. Watch online videos. Read books. Allocate some time during the week to practice. All of these things are important. (Although, I could still make the argument that they are not crucial when it comes to growing your business. But I don't think some of you could handle it).

Conflicted

I have a confession to make. I am sincerely conflicted on this topic. Only in as much as for the past few years I've actually been passionate about getting back to my “roots” as a filmmaker. Among my clients and friends, my work is seen as exceptional and I'm known for my craft. When I first got started in the business, even among my peers, I was lauded for my craft. But within the filmmaking industry itself, my “fame” (for lack of a better word, for I would hardly say I'm “famous”) came about because of my business prowess, not my craft. I co-wrote (with my wife) a business book about filmmaking. I was on Zacuto's Film Fellas, mainly to represent the business voice of the industry. The lectures I was asked to make at expos like WPPI and WEVA were related to things like social media and branding. For a while, no one was interested in a Ron Dawson seminar on “How to be a Filmmaker.” Much of that was my own doing. I too frequently preached the “good enough” sermon. My pendulum swung too far to the commerce side.

It was that Zacuto Film Fellas recording that changed that. I was moved by the passion of my co-guests, Patrick Moreau (of StillMotion fame) and Kevin Shahinian, world-class wedding filmmaker who makes the most amazing concept films. After being exposed to their passion for excellence, I was moved to focus more on the craft-side of my business. That was the year I started shooting with DSLRs primarily. I actively started changing my brand in the filmmaking world. I changed my profile pic to more of an “artist” style. I used to write exclusively about business on my blog. Now I try to balance it with a healthy does of art as well. I started teaching the craft more online and at WPPI. And here's the biggest kicker: I actually believe that I will be able to improve my business by putting out higher quality work. After two years of interviewing top filmmakers on my podcast, I've learned that personal work can play a huge role in getting noticed and winning larger jobs. So I'm working on doing more personal work (my current opus is Mixed in America, a documentary series about race relations and personal identity among biracial people.)

But, regardless of how much I get into my craft, I will never forget the importance of maintaining my business. I keep my systems in place. I still do “good enough” when the client hasn't paid for “great.” I'm looking for people to fill in the roles where I'm weak (or need help). I use social media and marketing strategies. I do what I have to do to make the business grow.

But if my love for my craft continues to grow, who knows. I may actually forgo the business to go back to the corporate world so that I can indeed focus on my craft the way I want. There is no shame in that. In fact, that is what I think many of you should do. Turning your passion for art into a business is often a sure-fire way to kill that passion. Keeping it “on the side” is one of the four ways in which I believe an artist can maximize his/her creative output.

Challenge

My challenge to you is to take an honest assessment of where you fall on the commerce vs. craft scale. Do you lean more to one side vs. the other? Do you need to make an adjustment and strike a balance? Ask a loved one or a spouse to give you feedback. It just may be time for a change.

Jason Aten is a Michigan based wedding photographer. After a career in marketing and sales management for a Fortune 100 company, Jason became relentlessly drawn to the ability to impact people’s lives through photography. So in 2001 he quit his job to start his own photography business. Jason applies his previous marketing and sales experience to his photography business and now takes the time to educate others with his “Starting Out Right” one-day intensives and resource guides. You can find more posts like this on the Starting Out Right blog.

There's a lot of talk about workshops lately. There's a lot of people that are frustrated by the perceived direction our industry is taking. There's a lot of strong feelings about different workshops, and whether they offer value to photographers and our industry.

With that in mind, I want to help share some expectations – to be sure you understand all the reasons you should consider attending a ONE DAY INTENSIVE.

But first, here are five reasons you shouldn't:

1. You want to become a better photographer. You won't. I'm not going to talk about understanding your camera, or composition, or lighting, or post processing. This isn't a workshop to help you be a better photographer, so if that's what you're looking for – don't bother coming.

In fact, no workshop will make you a better photographer. You might learn some good techniques, but in reality – the ONLY way to become a better photographer is to shoot more. Who cares about your first wedding – I got excited when I had to replace a shutter after 118,000 exposures.

2. You want to be rich. Sorry, can't help you there either. There's no secret to becoming rich. There's no fast-track or easy road. Some people get lucky… good for them, but I can't teach you that. No one can teach you. By the way, if you're thinking about starting your own small business to get rich, forget it. 95% of them fail.

3. You want to be like _______ (insert photographer here). Attending a workshop won't make you anymore like someone else – then visiting the pet store will make you more like a golden retriever. You won't leave the ODI more like me (and that's good for both of us… trust me). If you pay money to go to a workshop, hoping that some magic dust will rub off on you, you're fooling yourself and wasting your money. It doesn't work that way.

4. You want someone to tell you the short cuts. Guess what. The most successful people in ANY field – ANY industry – are the people who work the hardest, for the long haul. A workshop presenter can help give you tools, but then you have to do the hard work. There's no secret recipe, and anyone that tells you that there is – well, I think you know what to think about them.

5. You are PASSIONATE about photography. That's great. I love photography too. I also really love ice cream, but that doesn't mean I open an ice cream stand. If you're passionate about photography – by all means, keep taking pictures. It's a wonderful hobby :)

BONUS 6. You want to hang out with a SUPER successful rich, super-star photographer. Sorry, not me. I run a pretty small business focused on taking care of a small number of clients. My wife and I drive a 5 year old car, own a nice home, and spend a lot of money on diapers. Most days, I come home from my studio, and the first thing I do is change a stinky diaper, clean up crayon from the walls, and do the dishes. I'm just normal. My life is probably a lot like yours.

We're not rich. But I work very hard at treating my business like a business, and it exists to support my family. Our business does really well, and we have wonderful clients. I get to shoot some really wonderful weddings, and I love that I get paid well to do what I do. Our portrait business is thriving in a world where people tell you that you can't sell prints. But, let's be realistic – I run a studio in a town of 7,500 people. If you think that this workshop is going to be about how much money I spend on cars, or sunglasses, or new camera gear – you'll be disappointed.

By the way, you can get a LOT of the information I talk about by reading this FREE blog. So why would anyone come? Here are 3 reasons:

You're ready to build a photography business that is both profitable and sustainable.
It's easy to be to think that running a photography business is about taking beautiful photos and becoming a master of marketing. In reality, there's so much more. The average small business loses money for it's first 3 years, and then goes out of business in less than 5 years. Why? Because running a business is hard work, and it's about more than just photography. It's okay that you love photography, but if it's going to be a business, then it has to make money. The ONE DAY INTENSIVE will help give you the tools to build something that is both profitable AND sustainable.

You want to build a business around this photography thing you do that supports the life you want to live.
So many photographers (and small business owners in general), find themselves slaves to their business. They find themselves pouring their life into something, and many simply burn out. I believe that your business should support your life, instead of living simply to run your business. The ONE DAY INTENSIVE is for people who want to take care of their family by building something real.

You want to learn about best practices that you can use as you work HARD to do it right.
The One Day Intensive will teach you the business principles and best practices you need to know to grow a successful photography business. It's not about short cuts, magic tricks, or secret formulas. It's about knowing what it means to run a business. You might struggle with understanding how to control your expenses, set up your business, rationalize your pricing, managing your client experience, or sales. You're willing to invest your time by spending a day digging deep. This is no fluff. It's not a feel good workshop. It's not “fun.” But ask anyone who has attended – you're learn how to do it right.

Interested in learning more? Check out www.startingoutright.net/workshops Use code “tiffinbox” and you'll save $50.

If you are a wedding photographer, you are heading into the quiet months when you will be meeting and planning your photo shoots for next Spring or Summer. Portrait photographers either have a bevy of photo shoots scheduled inside where it is warmer or are braving the cold temperatures outdoors (at least here in New England where I live) to photograph their clients. Either way, the goal is to be totally booked. Question is: are you? Can your calendar be full, to the point where you have to start a waiting list? Won't that be awesome? (I am hearing a resounding YES).

I wanted to tell you that Sarah Petty and her crew at The Joy Of Marketing are launching a new program today called “Get Totally Booked” for photographers today.

If you enjoy learning and implementing what you have learned from successful photographers like Tamara Lackey, Jerry Ghionis, Tim Walden, Josh Hudson, Lori Nordstrom, Julie Klassmeyer, Jeff & Allison Rodgers, Laura Novak, Joy Bianchi-Brown & Jules Bianchi, Rod Evans, Vicki Taufer and Jeff Richardson.

This is a FREE event over two days – November 6th (did you vote?) and November 7th. If you are not around at home and in front of your computer, you can order all of the recordings here. While that is an affiliate link to Get Totally Booked, I have to tell you that I invested in this program as well.

The cost is $59, but only until it launches at 10 am EST. Then it is expected to go up. Plus, you'll receive over $200 in bonus offers from Marathon Press, whcc, ProSelect, Jill-e Bags and PWD Labs.

For me, programs like “Get Totally Booked” where I am taught how to do something better are incredible value. Just look at the full schedule here and decide. But do so quickly

Angela Pointon loves photographers and artists. She studied photography, but had a love affair with business and marketing. She decided to combine all three together when she started Steel Toe Images. She coaches and inspires photographers and other artists to kick major butt through her one-on-one sessions, blog, emails, workshops and her first book (coming soon), called “The Art Of A Photo Business: What Every Photographer Wished They Knew Before They Started”. Follow Angela on Twitter, Facebook or her blog.

As many of you know, Seshu and I have been working on a four-part webinar series, titled Swift Kick: Four Things Every Photographer Should Know About Business.

We know that many of you are just ending your busy season, and we cannot thank you enough for registering anyway. You've demonstrated your unbelievable passion for learning, growing and becoming more successful in your business. (I'll pause here while you pat yourself on the back… you totally deserve it, you rock star you).

For those that have not yet registered, it's not too late! The entire series was recorded and includes three insightful webinars for you to watch at your leisure:

1) Gut Instinct: how to use it to make the right decision in your business (by me, Angela Pointon)

2) Discipline: how it can help you achieve your business goals faster (with Tamara Lackey)

3) Branding: how branding can accelerate growth when done right (with Rosh Sillars)

I've learned a ton through these webinars myself. Most of all, I've learned how much I love to support events that educate photographers and help them become better business people. The best part is that the funds we've raised through these events go to support this very website that we all enjoy so much, Tiffinbox.

We Hope You'll Join Us!

The last event in the series airs live on Wednesday, November 7th.

THE RIGHT TOOLS with Skip Cohen
Wednesday, November 7th, 8:30pm eastern/9:30pm pacific
Register Here. 

Learn from Skip Cohen what marketing tools are right for your business and understand how to use them to the best possible potential.

What You'll Learn:

If you think your business is awesome, but no one knows about it, that’s a problem. There are a ton of opportunities out there, so why are you struggling to get anyone to pay attention?

During this session, Angela Pointon and industry-leader Skip Cohen are going to teach you:

– How to get people to know who you are with a shoestring marketing budget
– Why your competitors should be treated more like friends
– A list of free things you can do to get your business rockin’

This can’t-miss session will guide you toward the marketing ideas that work, and will help you cross some off that don’t or aren’t worth the money.

What's The Cost To Attend?

Registration is just $25 and includes three additional previously recorded events. More information on the additional events is available via this register link.

The $25 fee is a donation to the website, Tiffinbox.org. Seshu and I have actually decided to donate ALL proceeds to a legitimate charity set to help those affected by Hurricane Sandy. So won't you please register for this webinar series now?

What Past Attendees Said:

I just finished listening and wanted to tell you how great it was! Thanks! ~ Jennifer Gilbert Photography

Your webinar came along at the right time because it's easy to get down about my work and my business. The information was clear, concise and more importantly, genuine. Thank you! ~ Lee Love Photography

Live Q&A:

We look forward to talking with you live during the event! We do open up for live questions at the end, so bring your thoughts along with you! Register Here