Aspiring Photographer: Photography Advice and Inspiration

Customer Service: Penny-Wise and Pound Foolish

Recently, I had two dramatically different customer service experiences on the same day, and felt the need to share the contrast between the two. The two examples show the awareness, and alternatively, the lack thereof, of the lifetime value of a customer.

I'd started out the day deciding to take my daughter out for a little treat at my favorite little neighborhood coffee shop. I had a small standing credit at the shop from a gift certificate a friend had purchased for me a while back, and figured that would let us order what we wanted without guilt. Just a fun special treat for the two of us. Here, I need to point out that the shop changed hands several months earlier, and the previous owners, who had become dear to my heart, are no longer there. The new owner greeted us in a fake half smile. No recognition that I had ever been in the shop before. She silently, and somewhat glumly, made our order. I then told her I was using up the rest of my gift certificate. They have an "old fashioned" way of accounting for these in a little file box, so I prepared to tell her my name so she could look it up. She very matter of factly told me that she had given people a deadline to use their credits from the old owner, but that they had all expired a few months ago. Just sort of "sorry, that's the way it is," as I expressed my disappointment. So all of a sudden, our little treat, which I'd thought was going to be on my generous friend who had purchased the gift certificate, was now on me. So that brought us down a notch, and we sat at our little table, whispering about how mean the girl was. I decided right then and there that I wouldn't be going back! Does she care? No. But that's the problem. She should. She had no understanding about the lifetime value of a customer. Had she been a little more friendly and honored my little $20 gift certificate when I asked, she could have totally turned things around. But she was more concerned about saving a couple dollars in that one transaction than she was about saving me for the long term. People don't spend much in a coffee shop at any one time, but we all know how much a coffee shop can eek out of us over the course of a year. And she lost every future penny from me. Not to mention those of my friends who I used to always bring along with me. Bummer for me. Bummer for her.

Later that day I made my way to the Apple Store due to some problems with my laptop. Not only did my power cord not work, but I also had a cracked screen! Yikes, I wasn't looking forward to how much this was going to cost me. I'd purchased Apple Care, so I figured they'd probably replace the cord since there no visible damage, but I knew better about the cracked screen. I'd signed up for my appointment on their easy-to-use website, and they were right there to help me at my assigned time. Perfectly friendly and welcoming, too, although they'd never seen me before in their life. The guy took a few minutes to look over the problems and told me they'd be happy to give me a new cord. The cracked screen was not covered by Apple Care and had a hefty price of nearly $500 ... bummer!..., but, he said, he'd go ahead and cover it for me anyway. Of course, I was jumping for joy (well, inside my head, anyway) and left the store a super happy camper. I love Apple, in large part because they did the same thing several years earlier when I dropped my iPhone and it cracked. Not covered, but they covered it anyway. They know that over the years I'll spend many more thousands of dollars on their products. It's worth it to them to go the extra mile and me happy now, even if it costs them a little more. With customer service like that, is it any wonder they're one of the top-valued companies in the world?

Part of me wants to explain to the new owner of my ex-favorite coffee shop how should could have handled things differently, and why I won't be coming back, and why a lot of her former customers won't be coming back, but she wasn't even warm enough to make me want to bother. I have a new favorite coffee shop where the owner knows my name. I'll be taking my laptop with shiny new screen there from now on.

How NOT to Market Your Photography Business

So a few days ago I was at my studio listening to podcasts and painting away. We always have this need to redecorate our studios in January, it seems! Unshowered, dressed in my grubbies and covered in paint, I heard a knock at my door. I only take sessions by appointment, so I figured it was the landlord or the tenant next door needing something. I opened the door to find a guy standing out there. "Are you Ashley?" I said "Well, sort of. My last name is Ashley." So he says "well, what's your first name?" And I say "who are you?" He tells me his first name, and that he's from a company that helps photographers get more business. I tell him my name, and he says "Okay, well I just wanted you to be able to place a face with a name." He'd called and left a message on my phone the day before, and had sent me a postcard a week or two before that. I told him I was really in the middle of something, so he left.

I went back into the studio and thought "this guy went to the effort to find my studio's address and drive over here, but he didn't even bother to find out my name before he showed up?" Couldn't he have just checked out my website for two minutes? " How about approaching me this way instead?: "Hi, are you Mary Lynne? I was checking out your website, and you sure have some beautiful baby photography on there. January's sure a slow month for photographers, isn't it? Do you have a few minutes to talk about how our company might be able to help you with that?" Of course, I still wouldn't have been thrilled about him just showing up without an appointment, but he might have had a chance with me. A few days later I received an e-mail from a woman trying to sell me an Internet/phone bundle, and the first thing she said in the e-mail was how impressed she was with my photography, and how she wished she lived closer so she could bring her kids to me. I didn't need Internet service, but she at least earned a polite decline from me.

How would this lesson apply to your photography business? It took me back to the time I had a client show up to pick up her prints, and my new employee gave her a blank look and said "and your name is...?" completely acting like she hadn't just recently spent a couple hours in a session with her and another hour or two in the sales room! Knowing our clients' names is HUGE. They certainly deserve it after making the important decision to choose us as their photographer.

Well, that's my little rant for today! It just seemed like a relevant experience to share.

-Mary Lynne

Preparing for the Certified Professional Photographer Exam

Oh boy, just three days left until I take the Professional Photographic Certification Commission's Certified Professional Photographer exam. How's that for a mouthful?! I'll be taking the exam at Imaging USA in San Antonio. Thought I'd share what I've done to study for it. Hope I'm on the right track! I've already passed the image review, so the exam is all that's between me and certification.

The main recommendation on preparing for the exam is to get a copy of Photography by by Barbara London, Jim Stone, and John Upton. It's around $130. Did I get it? No. Hoping that won't have been a huge mistake! So here's what I did instead. I signed up for the Certify with Sandy website, which is a forum created to help you pass the exam. I sat through all the webinars on there, where an instructor walks you through all the different topics. Then I went into the Online Study Group section of the forum, where they link to a study guide for the ninth edition of the Photography book. It has sample questions for each chapter, and worked through all of those (except for the stuff related to film processing, which I keep reading is not on the test). I also read through each of the study guide posts created by Constance Rawlins, where she touches on the important points from each chapter. They have also created a set of online flashcards, so I worked my way through all of those as well. The flash cards are extremely helpful.

At this point I'm feeling pretty good about passing the test, but am going to continue to study in my free moments up until I walk in the door. I'll report back on how it went!

How to Become a Certified Professional Photographer

This is an updated version of a post I made earlier this year about becoming a Certified Professional Photographer (CPP). I recently put it together in video format and added more information. Certification is a more important way than ever to set yourself apart in this competitive industry.

 

Here are the links I mention in the video:

Professional Photographers of America (PPA)

Professional Photographic Certification Commission

Certify with Sandy

Photography by Barbara London, John Upton, Jim Stone

 

Help Your Business by Helping Others Through Charitable Marketing

Everyone's abuzz about charitable marketing these days, and with good reason. Charities are running on tighter budgets than ever as people's discretionary income dries up. More than ever, your local charities appreciate any help they can get.

There are all sorts of creative ways you can approach raising money for charities. One popular approach is to offer portrait sessions for which part or all of the session fee is donated to the charity. A lot of photographers, myself included, have tried this on with dog photography in the past few years. I'll tell you -- photographing dogs all day is a crazy departure from photographing kids and families, but is totally fun and rewarding. I recently ran a fundraiser for our local animal rescue organization, and you can catch the news clip of it below. I'll talk more about raising money for charity in the days ahead.

Mary Lynne's Summer 2010 Workshops: Audio Preview

Hi, for those of you who are considering attending one or more of my upcoming workshops I recorded a little 6-minute overview of the classes in case you're wanting just a little more information. You can listen to me here (just click on the grey button to listen!):

Summer 2010 workshops audio overview

And you can follow this link for the written overviews of the classes.

-- Mary Lynne Ashley

Starting A Photography Business: Online Photography Forums

I think that one of the most important things one can do when starting out in this industry to to hook up with other photographers as soon as possible. I know that a lot of new photographers are afraid to do that, especially when it comes to meeting other local photographers. And it's true that while many local photographers will be more than happy to connect, there are some who feel threatened by other local photographers and insist on keeping their distance.

Luckily there are lots of online forums where you can connect with photographers from all around the country. They are great for meeting others with your same interests, and for getting the answers to just about any photography question or concern you could ever have. They are one of the best financial investments you can make in your new business. You do have to be careful, though, about jumping on every bandwagon you come across in the forum, not to listen to every piece of advice as ultimate truth, and not to fall victim to every "group buy" (once-in-a lifetime special offers from photography-related vendors for just about anything you could ever possibly buy.) While there are plenty more forums than the ones I've listed below, these are some of which I have some knowledge, know are reputable, and would recommend:

ilovephotography.com I've been a member of this forum for many years now. It is an extremely active forum, and is broken down into several sections based on your experience and skill level. There are free areas where you can start, and paid memberships and different levels of access as you progress. It is a very supportive community and is a fantastic way to hookup with other photographers. This forum has many, many members, so just be sure not to take every word as the ultimate truth. Also, the photo critiques can be a little soft, with everyone giving loving praise to photos that aren't always very deserving. But this forum has launched many careers, and many close friendships. It is an especially great place to go to arrange face-to-face get-togethers with other photographers.

photobizcommunity.com This is a brand new forum for which I just signed up today, which is what inspired me to write this post. Photobiz is the company through which I have my studio's website, and from what I can tell they started this community for those with their websites, but I think you might be able to join even if you don't have one of their sites (it would make sense to me, anyway, because then they would have the opportunity to sell you on their services). Since it's brand new I'm not quite sure how active it'll be, but it is FREE, so perhaps a good place to start if you don't feel ready to make a financial investment yet in a forum. Photobiz is also a great company through which to do your website if you don't already have one. Their customer service is great, unlike the other photography website company I was using before them.

phototalkforum.com One problem with online forums is that you frequently get advice from people who might have no real success in their business. You go off and running based on the advice of people who don't really have any experience, and you find yourself going down the wrong path.This site is Lori Nordstrom's baby. She's all about making sure you connect with real photographers who are honestly successful. She is the most amazing business woman, so I know it has to be good. One of the really awesome things about this forum is that you get lots of free template downloads with your subscription. The price to join the Photo Talk Forum for one year is $129. I've been saying for a long time that I was going to join this one, so I just finally signed up for it today, too.

The Pro4uM.com This forum has more men that the other forums. It also tends to have more experienced photographers, and they aren't as likely to sugar-coat their critiques of your photos as they are at ilovephotography.com. I was a member for several years, but let my membership lapse to participate in less expensive forums. The price to join The Pro4uM for one year is $249.

Colorado Professional Photography Workshops Summer 2010 - The Details

I am offering a series of three workshops here in Colorado Springs this summer from July 30th to August 2nd, 2010. Sign up for one, two or all three! Each class will be jam-packed with loads of information, providing you with an amazing jump-start into this field. I’ve taught numerous courses over the years to rave reviews, and do not hold back in sharing TONS and TONS and TONS of valuable information and tips!  So that we can keep focused and not lose time due to traveling back and forth to lunch, I will provide lunch, drinks and snacks each day. If you sign up for the weekend course on starting a photography business, you are also welcome to stay for an evening cookout for no additional charge.

Listen to an overview of the workshops

Here are the dates, prices and topics. To register, or for more information, contact me at 719-205-7236 or MaryLynne@aol.com.

Learn to Use Your Digital SLR to Photograph People with Natural Light

Date: Friday, July 30th, 2010 9am - 4pm

Cost: $125 (lunch is provided, along with morning and afternoon snacks and drinks)

Max Class Size: 8

Location: 1355 Lindenwood Grove, Colorado Springs, 80907 (Casa Verde Club House)

Course Overview: You have invested in an expensive digital SLR, but you’re not quite sure how to use it to get great portraits. Once you understand your camera better, you will be much better able to get the shot you visualize and gain creative control over your camera. Whether you are just wanting to take better photos of your kids, or you are thinking about taking photos professionally, a strong foundation in the basics will help immensely!

We will focus on natural-light photography in this one-day workshop. I will talk about the relationship between aperture, shutter speed and ISO, and we will spend plenty of time doing hands-on exercises to help you gain a grasp of this important trio, and how each of the three affects exposure. We will look into how to get sharp focus, and how to selectively focus so that you can get that wonderful out-of-focus background that eludes many new photographers. We’ll talk about setting your white balance so you don’t end up with photos of funky blue people. We’ll cover lens selection as well.

Just as important as the technical aspects of photography are the artistic aspects, and we’ll explore those as well. Nailing the technical settings won’t get your anywhere if your lighting is bad, so we’ll look at that, as well as simple rules for image composition.

We’ll have subjects available to model for us so you can try out the various techniques you’re learning.
I would love to start out the class with an image critique, so if you have images you’ve taken that you’re willing to share with the group, we can look at them and discuss what can be improved. If people are nervous about being critiqued in front of everyone else, I’m happy to bring samples I’ve taken that I can critique and point out mistakes.

What the class is not: I will NOT be talking about how to photograph landscapes or how to use on-camera flash. This is NOT a portfolio building class so don’t expect exotic models and exotic settings. We are focusing on giving you the skills you can build upon to go out and create your own great photographs.

What to bring:

• Digital SLR camera
• Your camera manual
• Any lenses you use with this camera
• Notebook or laptop for taking notes
• Image samples for critique (optional)

Starting and Growing a Business Photographing Babies & Children (Two-day intensive seminar)

 Dates: Saturday, July 31 and Sunday, August 1, 2010, 10am-6pm both days. ***You also welcome to stay for a cookout afterwards on Saturday evening for no additional charge, and can invite your family and children if you would like. There is a big grassy area and nice playground outside the club house. I will be inviting other professional photographers from town to join us for dinner, so it will be a great networking opportunity.***

Cost: $249 (lunch is provided both days, along with morning and afternoon snacks and drinks. See note above regarding Saturday evening cookout.)

Max Class Size: 10

Location Day 1: 1355 Lindenwood Grove, Colorado Springs, 80907 (Casa Verde Club House)

Location Day 2: 1355 S. 8th Street, Colorado Springs, 80905 (My studio)

(NOTE: The class will be held in a meeting facility the first day, and at my studio the second day. It is pure coincidence that the street numbers are the same! They are in different parts of town.)

Course Overview: Starting and running a photography business is so much more than just picking up a camera at Costco, printing up some business cards and setting up a $100 website. That’s why hundreds ... no, I’d say thousands ... of people are doing right now, creating a real disservice to consumers who think they are hiring a professional photographer, only to find mediocre service and less-than-stellar photography. There is SO MUCH to learn to start up this business the right way, and I have spent 10 years studying and working in the industry. I have years worth of valuable information to share, and will pack your brain with as much as it can hold in this two-day intensive seminar.  My specialty is babies, children, families and maternity, with the occasional business headshot thrown in, so this is where my focus will be.

Perhaps the most important information you will receive from me is the vast set of lessons I have learned along the way. I will talk about the things that have worked great for me, and perhaps even more importantly, the many things that didn’t, especially money wasted along the way. I hope to help you avoid many of the mistakes that I made.

We’ll cover a wide array of topics, including:

• Marketing (my favorite topic -- not kidding!)
• • Product presentation and packaging
  • Launching and growing your business
  • Keeping in touch with clients
  • Favorite marketing books and resources
  • Pricing
• Where to get photography training and what you need to know
• Equipment selection
• Sales techniques
• • In-person sales
  • Online sales
• Software overview
• • Photoshop
  • Lightroom
  • Add-on tools
  • Sales presentation software
  • Other software I use
• Business details such as bookkeeping, licensing, etc.
• Managing overhead
• Outsourcing options
• Professionalism
• Avoiding and overcoming burnout
• Industry vendors & other resources

What the class is not:
I will NOT be discussing photography techniques in this particular class. All discussions will be geared towards the business side of the business. I am not a wedding or event photographer and I rarely photograph high school seniors, so I will present little if any information on these subjects.

What to bring:
You do NOT need to bring a camera to this class, as we will not be covering photography techniques. You are welcome to bring a laptop for taking notes. At a minimum, be sure to bring a notebook and pen, as you will want to take plenty of notes!

Photographing Babies & Children in the Studio

 Date: Monday, August 2, 2010, 10am-6pm

Cost: $125 (lunch is provided, along with morning and afternoon snacks and drinks)

Max Class Size: 8

Location: My studio at 1355 S. 8th Street, Colorado Springs, 80905

Course Overview: We will spend the whole day in my studio learning how to create great portraits of children in the controlled studio environment. Much of the content for the course will be pulled from the book I am writing with plans to self-publish one day, Don’t Say ‘Cheese!’ -- How to get Genuine Expressions and Non-Posey Poses When Photographing Kids in the Studio.

We will cover background selection, working with kids and parents, using props, image design, clothing recommendations, lighting and equipment. I’ll talk about how to light different types of backgrounds, including a high-key background (white background), black background and other backgrounds. We’ll talk about my favorite background providers, and the pros and cons of different types of backgrounds.

I will bring in children to model for us so you can see how I work with them.

What the class is not: This is NOT a portfolio building class so don’t expect exotic models and exotic settings. We are focusing on giving you the skills you can build upon to go out and create your own great photographs.

What to bring:

• You may bring your camera if you would like to practice photographing in this environment, but you do not need to bring it.
• Laptop or paper for taking notes

About the Instructor

Mary Lynne has been professionally photographing babies, children, and the families that come along with them since 2001. She has volunteered as an instructor for the Professional Photographers of America (PPA) several times for their Super Monday Program. Her work has been recognized with numerous awards, including the Kodak Gallery Award. Her work has been published in the Photoshop Wow Book, and will also be published in the upcoming International Loan Collection, published by the Professional Photographers of America. For more information about the studio and to see samples of her work, visit her website www.ashleyphotography.com. Be sure to visit her Facebook fan page to see some of her most recent work.

Mary Lynne Ashley
MaryLynne@aol.com
719-329-0396 Studio Voicemail
719-205-7236 Cell