Jay Yogan

It's Good Work for a Good Cause

Jay Yogan — Mon, 30 Aug 2010 19:25:38 GMT

"Service to others is the rent you pay for your room here on earth." -Muhammad Ali

If you are looking to fill your calendar with sessions, get your salespeople engaged to work for you. You say you don’t have a sales staff... Sure you do. They are your fans, the people who believe in the same purpose, beliefs and causes that you do. The purpose, beliefs and causes make up part of your brand essence. What do you believe in?

In these times, as funding to schools is cut, smaller donations are made to charities and natural disasters leave people helpless, there are many organizations looking for help. Pick a cause that you believe in and help.

“You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.” - Dale Carnegie

When you approach your chosen organization, remember they do not care about you. It’s not about you, it’s about the cause. So, if you choose to offer gift certificates for the organization to sell, begin a benefit with free photos for Facebook or contribute donations tied to a portion of your portrait sales and engage your salespeople for the cause.

In one instance, a studio approached a high school dance team and had them sell gift certificates valued at $250 for $75 each. They sold 12 of them in several weeks and 9 families took advantage of the free session and 8x10 print with the studio. The dance team raised $900. The studio average sale from these gift certificate customers was over $700.

We believe in your causes too. Remember to use your accrued Because We Care dollars before they expire at the end of the year.

Does your Customer Service exceed their expectation?

Jay Yogan — Mon, 09 Aug 2010 08:32:42 GMT

"In Lowell, Indiana, there was a four-hour hostage standoff in a bank. The bank customers were made to line up and stand still for hours...just like in a regular visit." -Bill Maher

In my travels walking into many studios, it's very clear if customer service is a focus of their business. From sitting in some of the chairs and sofas that have so little support I risk ramming my knees into my chin as I sit down to being handed a refreshment just after being greeted like I was already family, customer service that exceeds expectation is remarkable. It can be as simple as sending out a Thank You card to your client after a session. I mean, who does that anymore. How remarkable it is to express gratitude to your client. These efforts take very little time and little expense and give you another opportunity to share your brand. As Seth Godin points out, it's the emotional labor that we get paid for, the work that we don't feel like doing.

Helen Chouinard of helen's photography in Hollister, CA gifts the most outrageous decadent decorated chocolate covered apples to her esteemed clients. It's a feast tickling the senses of sight, smell and taste. Using the senses triggers an emotional response and connects the experience to Helen's studio.

Our clients today are looking for value. They demand customer service. Their level of expectation is proportional to the level of investment they are making in your business. I certainly expect to be treated differently if I'm shopping for a Chevy or a Mercedes.

Your customer service is remarkable when you exceed those expectations. How can I exceed their expectation?

Take a look at these two short videos. Both of them involve a taxi driver. What is your expectation of a cab ride?

Customer Service Cab Story

Customer Service Lessons from "Taxi Terry"

"Are you creating a moment of magic?"

"If a cab driver can do it, then what is our excuse?"

Please share ideas below that exceed your customer's expectation.

Why are you in business?

Jay Yogan — Mon, 28 Jun 2010 22:26:54 GMT

People don’t buy what you do; they buy why you do it. ~ Simon Sinek

Simon Sinek’s book Start With Why, illustrates the importance of “why” in your business. It’s the why in your business that allows clients to believe in what you believe, to be inspired. By building this faith in your business, consumers can engage, make gut decisions and change their behavior. Simon says you can build their trust and most importantly their loyalty.

Why are you in business? What is your business’s purpose…cause…belief?

Offer quality product at an affordable price
Create cool, trendy looking images
Produce portraits to hang on walls and above mantles

or

Build family and community
Create lasting memories…forever
Dispense emotional experiences
Build self-esteem by defining the individual

Check out Simon’s video on TED.com

Define your marketing tactics around the "why" in your business. If you focus on the features and benefits of the products and services that you offer (the what}, then your prospect has nothing to believe in other than the price and piece of plastic paper you have to offer. Unfortunately, you've developed your photography business into a commodity. At that point, for the prospect deciding to hire your studio, their decision can only be based on price. Give them something to believe.

“Why do you get out of bed in the morning and why should anyone care?" ~ Simon Sinek

Oomph, Punch, Snap and Zip

Jay Yogan — Thu, 20 May 2010 07:05:12 GMT

There are a lot of adjectives to describe what may be lacking from making an image "POP", but there are only four alterations that can be applied to pixels of a digital file to make the image more to your liking.

Density

The entire image gets either lighter or darker. It's a linear change meaning the shadows, midtones and highlights equally get lighter with less density or darker with more density added.

Color Balance

In a properly color balanced image, gray tones will display neutral. Or, you can shift the balance away from neutral to any color on the color wheel. In the sample above the top image is cooler and the bottom image is warmer.

Saturation

Adding saturation is taking color and driving it to it's purest color. In this image, the flowers and skin tone become a stronger or purer red. Or, taking away saturation, the flowers and skin tone become grayer. Some confuse an overly saturated file with an incorrect color balance. See image above, the bottom image displays higher saturation showing an orange skin color. To correct properly, lower the saturation instead of trying to color balance the image.

Contrast

Lowering the contrast will make the shadow and highlight areas lighter. Adding contrast simply takes the highlight tones lighter and the shadows darker. Adding contrast may take the shadow and highlight detail beyond the clipping points and effectively losing detail in these tones. See the loss of shadow and highlight detail in the bottom image above. Here's a tip, if you are correcting contrast in an adjustment layer in Adobe^® Photoshop^® , change the blending mode to Luminosity to prevent your image from changing saturation levels.

So, regardless of the adjectives you may use to describe what you'd like to change to a file, choose one of the four options above, learn their attributes and differences. You'll be better able to analyze your images and make those changes judiciously.

Budgeting your work time.

Jay Yogan — Mon, 05 Apr 2010 05:19:44 GMT

"It's clearly a budget. It's got a lot of numbers in it." - George W. Bush

Successful studios budget their time effectively. Be it consultations, shooting sessions or reviews, these customer sessions are clearly marked and budgeted on their calendar. But, what about all of the other hats a studio owner wears?

The marketing hat is a time consuming position. Part of the job includes wearing a networking hat, a social media hat, strategic planning hat, and a brand building hat. When do you have the time to wear all of those hats? Well, a good disciplined start is to create sessions on your calendar just like your customer sessions. Openings on your calendar will determine how much time you may have to wear all of your hats you need to wear as an owner. At different times of the year your calendar from week to week can look quite different depending on how many sessions you may be shooting.

The calendar can be a typical paper planner to software applications for studio management. Some of those include:

Successware StudioPlus PhotoOne ShootQ

If you're working at your craft, you’re wearing a computer hat, new posing hat, new lighting technique hat, practice shooting hat, learn my camera hat, inspiration hat and many, many more. Look at the openings on your calendar, set your sessions and be disciplined to complete them just like your customer sessions. And just like your shooting sessions, quiet your distractions to increase your productivity. Click on this LINK to learn more from a Stanford study demonstrating how media multitaskers actually do less.

Budgeting your time will raise your effectiveness, increase productivity and keep you on track.

Achieving predictable pleasing color

Jay Yogan — Tue, 16 Mar 2010 17:45:55 GMT

The challenges of attaining pleasing color start with the camera and lenses. Film cameras and digital camera sensors see colors that the human eye cannot perceive. Viewing digital files on monitors, our captured images may display over-saturated color, purple skies, brilliant yellow sun-kissed grass, and bluish-white wedding dresses. Many of these colors may not reproduce on photographic paper or reproduce an unpredictable, unpleasing color. Use your soft proof viewing capability in Adobe^® Photoshop^® to simulate how the final image will reproduce in print. Contact the Help Desk for more information on soft proofing.

The illustration above on the right depicts how large an area visible light is compared to the colors available in color photographic paper. The 3-D model on left also shows the differences in our monitors colors and color paper. Be mindful of purples and yellow-greens that can be seen on a monitor, but are not reproducible on color paper. Both models do not depict the invisible light (Ultra-violet) that film and camera sensors can reproduce.

For the best pleasing color to be reproduced, choose a strong UV filter (I recommend something stronger than just a “UV protector”) for all of your lenses. It needs to be able to cut-off, eliminate and reduce the UV rays that film or a camera sensor captures, but less sensitive to human eyes. Kodak recommends using a UV filter, a Wratten 2B series, to filter out the UV rays that create inaccurate and unpleasing color to our eyes. Check out Kodak’s Publication # E-73 to understand the different phenomenon that capturing UV rays can cause.

For more info on color management basics, see ICC’s White Paper for Digital Photographers.

Understanding these digital fundamentals will go a long way in achieving predictable pleasing color.

Are you Indispensable?

Jay Yogan — Thu, 28 Jan 2010 07:42:54 GMT

Seth Godin is a best selling author and marketing guru. His new book, “Linchpin” brings so many insights into how the world has changed. Many people call him an agent of change. I refer to him as a futurist. His book outlines so many of the resolutions to the challenges that bog down many businesses.

Seth starts with mentioning a New World of Work. Instead of just having two teams of labor and management, he adds a third, the linchpins. Seth says linchpins, “own their own means of production, who can make a difference, lead us, and connect us.” And I believe that all successful photo studios have one thing in common, they connect with their customers. As an entrepreneur, we can choose to be the cog in the factory or we can map out new paths with opportunity to create value.

Seth writes that a linchpin is “someone who can invent, connect, create, and make things happen.” Linchpins are artists. Are you indispensable? Linchpins are indispensable, more than ever they are essential to your business.

Seth explains, “Our economy has reached a logical conclusion. The race to make average stuff for average people in huge quantities is almost over. We’re hitting an asymptote, a natural ceiling for how cheaply and how fast we can deliver uninspired work. Becoming more average, more quick, and more cheap is not as productive as it used to be.” He continues to explain that shipping something like an idea use to take a month via boat, a couple days by plane, to shipping Fed-EX overnite, to a few minutes over a fax, to inside a minute by e-mail to a split second via Twitter. Where do we go from here? Seth wonders, “Will it arrive yesterday?”

Well, what’s left? Seth suggests that it’s the art; the creation, the connection and making things happen which defines the linchpin. What’s left and worth paying for is humanity and generosity. It’s about the emotional work that every linchpin volunteers that makes a difference. I think many of us know this. It’s not the 8”x10” piece of plastic that we offer to our client, is it? The Kodak commercial that keeps resurfacing on social media, thanks to YouTube, doesn’t mention any of Kodak's products or substance. The video is so powerful because it coerces everyone to connect emotionally. It whispers, “keep me, protect me, share me and I will live forever.” The pictures are talking. Can you hear them? What's left If you are offering a piece of plastic? If you fail to connect, your customer will value it as a piece of plastic.

There are so many more concepts that Seth has revealed in this book. It has taken him over 10 years to write it. He says he started and stopped writing the book a dozen times. It’s a relatively short book, a couple hundred pages. Please do me a favor, once you’re done reading it, please read it again. And let me know what you think. I guarantee the book will make a difference, it's remarkable. After all, do your clients think you’re indispensable?

Degenerate into Hard Work

Jay Yogan — Thu, 14 Jan 2010 05:11:13 GMT

”Plans are only good intentions unless they immediately degenerate into hard work." --Peter Drucker

It seems as though the beginning of every New Year, a lot of us assess our business or ourselves and generate resolutions to achieve our goals. Below is an email I received after our recent Northern California Circle of Achievers meeting. Perhaps, you’re in the same place… maybe not, but it might put you on the path of degeneration into hard work.

I want to thank you for the Circle of Achievers group and most of all today’s meeting. I started out the day somewhat grim. Knowing that I had a decision to make, it has been a long road of not really having it together for me and my studio. So many mistakes, so many wrong decisions, mostly decisions that were made to wait and see. Wait and see when I knew the outcome. Wait and see, was really, do nothing and get nothing. You have asked us all on many occasions, "what defines success?" to us as individuals. Now honestly, I have heard that question from different sources: been asked that many times. I have successfully achieved many things in my life. Why was I having such a struggle with this thing? The truth be told I was lying to myself. All these meetings I have attended and the time spent with you going over business, branding, marketing, sales, style, the look, I was there , I participated or I thought I participated in the group and in my business. I have as the result a less than mediocre business. You have been blunt on many occasions, this I respect. You have taken what you saw as potential and shaken loose these issues holding me back, you are gifted in spotting these things quickly. You have not hesitated to make these assessments and they were sharp and exact. My business is being held hostage by my ignorance.

Now so far what you have given to me is priceless:

I have learned I am an achiever.

I learned that I am Passionate about my craft.

I learned I have a craft.

I learned I need focus.

I learned that my reason I have not come close to success is I have not mapped out a plan for success.

You always say do the work...

Here are the tools... now do the work...

Pretty much everything I have done in my life was easy for me. I did things on a whim, now I do not have that luxury, now it is work.

I really took today to heart. It is in my mind and I cannot shake it. I just watched all the videos we watched today. I shared them with my wife. I have started my goal list. I am also starting my brand box... but this time for real! Not just looking at things and saying I like that or what about this etc…

I do not want your time to be in vain. I do not want to waste the group’s time. I do not want to waste my time.

I started out this morning thinking it was my last meeting and this year was to be my last as I complete the obligations to the clients I have booked and I left knowing that I had not even started and I was definitely not done.

I cannot quit when I have not yet begun.

So here are my goals

1. Create a Business plan

2. Create a Marketing plan

3. Identify and build my brand

I just realized something I think - these are tasks and not goals, so my goal is to establish a foundation for my studio and I think these are my first tasks.

I am going to do the work! Thank you for the tools and support. Thank you for your efforts and dedication.

I wanted to share some of the links from our meeting. Feel free to share them with your colleagues, friends and family. Maybe they will inspire someone to hard work.

The Mindset of a Winner

The Upside of Down- Joe Malarkey

What Bernie Madoff couldn’t steal from me.

Success is a continuous journey

Laura Trice suggests we all say thank you

Goal Box

Wiring yourself for success

"and keep moving forward" - Rocky Balboa

Jay Yogan — Wed, 02 Dec 2009 02:20:38 GMT

Kathy Kellebrew of Kathy Kellebrew Photography in Napa, CA is one of our Northern California Circle of Achievers members who strive not to be very good but great. In this digital world where everyone is a photographer, differentiating yourself can be as simple as pushing a function key on your keyboard. It can be the difference between very good and great. As a professional, Kathy works on her craft. Learning new lighting, posing and processing techniques keeps her work fresh, exciting, profitable and moving forward. Her clients are happy with her effort.

There are many outlets to assist you with your craft. As technology continues to advance, software applications like Adobe^® Photoshop^® gives us new tools to help create our vision. And, technology keeps moving forward.

Here are a few ways to help stay current with technology:

NAPP – National Association of Photoshop Professionals - magazines, online videos and more - $99/yr.
PhotoshopUser TV –FREE podcasts
Peachpit – FREE videos
Ask Tim Grey eNewsletter – FREE
PlanetPhotoshop.com - FREE videos

“Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.” Steve Jobs

The techniques used to enhance this image above can be found at the

Burrell Colour Imaging Forum.
The forum is a community that gives permission for all members to help one another.
Feel free to post and share your own advice or just ask a question.
For the post describing the technique, CLICK HERE.

If you are challenged by technology and/or need a bit of motivation or inspiration,
Kathy shared a video with me, and now I can share it with you. Click on the link below.

Enjoy.
You’re better than that!

Keeping It Real

Jay Yogan — Tue, 03 Nov 2009 15:06:30 GMT

“Marketing encompasses the entire business—from the customer's point of view.“ -Peter Drucker

Helen Chouinard of helen's photography Senior brochure focuses on the customer point of view. Instead of a typical brochure touting what the studio has to offer, how long they have been in business and listing FAQ’s, Helen chose to develop a marketing piece that focuses strictly on the client.

With most studios offering an experience with their Senior sessions, Helen has taken a step forward and built her brand on being authentic. Authenticity is the recent buzz word in marketing. Check out Joseph Pine’s video HERE on “what consumers want.” Consumers expect a great experience but want a real one. If your brand, company or business is perceived as fake, phony or you don’t live up to your promises (quality, creativity, service) there will be a disconnect with the consumer and they will be off to look for another alternative.

Helen has always been real. She has conveyed this reality in her Senior brochure that fresh put together. It resembles how Helen discusses in her consultations with her clients their reality and feelings. "Where Senior Portraiture is a Defining Moment" describes the importance in the time of her client's lives. It’s all about the client.

Words like:

lead

be yourself

live your passion

always aspire

reflect Helen’s wishes. This caring and inspiration is authentic to her, her brand, her studio. It’s real.