Email Newsletters

Brand loyalty is often talked about in large retail companies, but it is just as, if not more, important to a small specialty company. Your past, present, and future clients are one of your biggest assets because they will help spread the word about your business and attract new clients in ways exponentially more powerful than any of your other marketing efforts. When a client falls in love with your business - they WANT you to succeed and they want to celebrate in your successes!

Newsletters have been a powerful business building tool for a looooong time. The coolest thing is that through the power of email, we no longer need to spend valuable resources on printing and postage to communicate visually with our client base. Wedding photographers are in a unique position because we are hired so far in advance- we have ample opportunities for building trust and loyalty in our brand before the wedding day even begins! One of the quickest and most effective tools is through email newsletters. But isn't that what my blog is for?? While many of your clients may keep up with your blog regularly, some are simply too busy to keep up with it as often as they'd like, which is why email newsletters are still just as effective as ever and can be a great way to sum up specific information you'd like them to know about. There may also be information which you'd like to share with your clients but not with the general public, which can be communicated through newsletters as well.

Here are just a few quick tips for how you might use email newsletters to help your business...
• Monthly updates featuring your latest work and favorite images to build trust with future clients
• Announce sales and promotions to generate additional income
• Run contests to drive more traffic to your website or blog
• Personalized newsletters for clients to forward to friends and family with links to purchase their images
• Share awards and publications to increase excitement about your service
• Create polls for feedback and suggestions to help evaulate your business strategies

In order to have the most impact, a newsletter needs to be visually appealing with minimal text (stick to headlines and short, easy-to-read paragraphs) and maximum images - especially if selling images is what your business is all about!! Here are a few great email newsletter services that can help add impact while streamlining your newsletter marketing efforts. One of the things that makes these services so effective is that you can actually track who opened, clicked, forwarded, or unsubscribed to your newsletters- giving you maximum feedback over the effectiveness of your marketing efforts. Also, many of them make it super easy to get started by allowing you to upload a file of exported emails from your current address book. This is by no means a definitive list of services, but rather a few that I have found attractive. Each service is slightly different, so I suggest shopping for the one that will work best for your needs. If you need help understanding some of the terms, check out this wikipedia entry on email marketing.

• Constant Contact
• IntelliContact
• Vertical Response
• MyNewsletter Builder
• JangoMail
• My Emma

Here are some questions to think about before choosing a service:
- What is the fee and what is included?
- Do I want to use templates or have a custom design?
- If I'm using templates, how much customization of each template is available and is it easy to customize?
- What kind of support services are available if I have questions?
- Does the name of the email service show up in the email? How does that affect my presentation?
- Are the reports and statistics easy to read and obtain?

Perhaps using an email marketing service isn't the right answer for your business. You may find it easier to create your own html email or pdf documents from the software that you're already familiar with, which is entirely possible - though you may not be able to guarantee that all of your client email serviers will display it properly. Charles Bordner recently started selling .pdf style templates for customization if you need a little help getting started.

Let's not forget- sending a printed newsletter isn't dead!! While it could be potentially more costly, it can also be something which sets you apart, like it has for LaCour. Click play to see how they've used mini-magazines to build buzz around their brand...

List Your Business Locally Online

In this world of instant access through online search tools, it is vital to list your business locally online. As gas prices continue to skyrocket, consumers will be less and less likely to travel a great distance or to pay for someone to travel to them and will instead be relying more and more on local services and doing more of their local shopping online before making a decision or stepping foot out the door to meet with someone. Aside from making it easy for someone to choose your services before meeting with you, you should also make it easy for them to FIND your business online (and your website)!! Search engines realize that they are taking the place of local directories, and they are changing their listings to reflect local directory access first when a city and state are listed in combination with any other search terms. If you haven't already done so, set up a FREE business listing with the top search engines! Here are some links to help you get started:

Google Local Business Listings
http://www.google.com/local/add/businessCenter

Yahoo Local Business Listings
http://listings.local.yahoo.com

The Golden Rules of Great Websites

1. MAKE A GREAT (BIG) IMPRESSION
No matter what you're selling, you'll sell more of it if you can show large, beautiful images of your product. Lucky for us photographers, the images are our products- so make sure that your images are large and wow the eye. The first impression should be biggest and best- which will set the tone for how the rest of your work is interpreted. When working in restaurants, I can tell you that undoubtably, the food that was pictured on the menu almost always outsold the food that didn't have a picture, or had a much smaller image. Is your competitor outselling you simply because they have bigger pictures and make a bigger impact? One word of caution - make sure your pictures aren't too big- just for the sake of being big. If a client has to scroll around in a standard screen resolution (1024x768 - 1280x1024) just to see one image, than it's probably too big.

2. SHOW WHAT YOU WANT TO SELL
While it is essential to show what you have done, it's even more important to show what it is that you want to do more of in the future. This means that the first impression you give the viewers of your website should suggest what you want to do more of. If you want to do more children's photography- put an image of a baby first or up front, if you want to do more weddings, make sure wedding images are the first things people see on your website. If you don't have any images of what you want to sell more of in the future, go out and make some- even if it means giving away a free session or hiring a few models. Just make sure that the first images a client sees on your website are consistent with what you want to do more of in the future. And if nothing else, get rid of any images that "old" or "outdated." If you have a hard time telling which images fall into these categories- have a teenager or college student look at your website and tell you.

3. MAKE IT EASY TO FIND INFORMATION
If there's one thing that has the greatest impact on a website- it's navigation. All of the beautiful products and images in the world cannot make up for a site that's difficult to navigate. Make it quick and easy for clients to get to the info THEY want to see. If you make it intentionally difficult, you have to make sure that you don't mind losing the attention people who don't have the time or patience to wade through everything to find their answers. This also means making your menu items easy to decipher. For example, I put "investment" instead of "pricing" on my website for a while and you can't believe how many people I had asking me for info about my pricing. What I thought was fairly clear and straight-forward was obviously not for the people viewing my website. If you find that you get the same questions over and over again from people who view your website, make the answers easy to find on your website so that you can save yourself time by not answering redundant emails. When it comes to pricing- if you don't want to lay it all out there, at least give a starting price and/or average package price to help clients determine if you're even in their budget.


4. TELL US WHERE YOU ARE
Your photography or products may be phenomenal, but if potential clients don't know where you're located because nothing on your website gives reference to your location, than you could be missing out on clients who are right in your backyard. That doesn't mean you'll miss out on destination gigs, just list where your business is based and that you're available for travel. Also, some people feel like they can trust you more once they know where you're from, which leads to my final point...

5. TELL US WHO YOU ARE
If your clients didn't care who took their picture, they would have gone to Walmart or JC Penny, and they wouldn't be searching through website after website to find the perfect photographer. They need to be able to trust the person behind the lens because they are putting some of their most prized posessions- the ones they save when there's a fire- in the hands of someone they may have never met. They are also going to be shelling out a large sum of money to hire you- so the least you can do is tell them a little something about yourself on your website. This applies even if you're a large studio, or a studio with multiple photographers. People just feel like they can trust you more if they know something about you in advance, or can find something that they can connect to, which serves a basic human need to feel safe. You don't have to share your whole life story, but you do need to be human and make sure you include a great, recent picture of yourself. If you want to get really fancy, you can even put a whole video interview on your website.

While many of these things seem quite obvious, I continually see photography and small business websites that fail to acknowledge one or all of these five golden rules. Don't let that be you!! Make sure that you revisit your website from time to time to make sure that you are constantly giving the best first impression possible. If you don't make a great first impression, you may never get a chance to make a second.

Royalty Free Music Resources

Before you use any resource, always make sure you check the usage rights so that you understand the limitations of each agreement.

Triple Scoop Music - a fairly large collection of great music from around thet globe, including popular musicians and grammy winning artists.

Stock 20 - search by genre, latest upload, or even featured artists

Red Beard Music - a site for more popular music artists to offer their music for a limited annual license at a very reasonable price.

StockMusic.net - searchable database of royalty free music, available by individual download or as a discounted set

Pump Audio - from Getty Images comes great artists and music for purchase and download

Royalty Free Music - subscribe, download tracks, or buy a CD of royalty free music

ShowIT Music - David Jay is passionate about finding and offering cool music that is royalty-free for photographers and videographers to use professionally

Soundtrack Arcade - a growing archive of royalty free music for a variety of genres

Granite Audio Pro - dedicated to professionally composed royalty free music for photographers and videographers

Music Bakery - a one time subscription with unlimited downloads

TrueTone Productions - pay per song acoustic instrumental tracks

PD Info - royalty free music library arranged by genre and ideal uses

Pod Safe Music Network - one of the largest collections of creative commons liscense music and artists

Pod Safe Audio - unsigned artists share their music for download

How to Get Published in Magazines

To help me put together some advice on getting published, I turned to someone who has been published many times in more publications than I can keep track of: Joe Photo. Click play to see what he has to say!


Joe also has a great blog called "Cup of Joe", which he updates daily with inspirations and photos.

Amy Squires also gave me some great advice:
• Send the magazine editor a link to one of your best events to get them interested
• Make sure the event has great details and is fashionable
• Send a CD with a selection of images- but not too many
• Make sure the images are already corrected to your tastes
• Include a printed proof sheet of the images with reference numbers
• There's no money in submitting images to magazines

Granted, both of the photographers above are speaking of wedding publications, but there are some basic principals that can be applied to almost any publication. I've also learned a few things along the way from my mother who is a former editor, copywriter, and still acts as a publicist in her current position.
• Think about the type of person you want to attract and what publications that person would be most likely to buy and read
• Think like an editor and take a close look at the magazine you're interested in and the types of images that are being chosen by the editors for publication
• Submit current work and avoid anything older than 1 year
• Include contact information for the bride & groom as well as any other relevant details
• Include your business card and make sure your name and phone number are on the actual CD
• Make sure photos are 300 dpi, at least 5x7 resolution
• Choose the publication wisely and do not submit the same images to multiple publications
• It may take up to a year before your images are published
• Local magazines will have less competition for publication versus national magazines
• Photographers who advertise with the magazine are more likely to be published with that magazine
• Show them something they've never seen before
• Make it a habit to submit your work regularly

Now that you have lots of great information about what to submit for publication, the how should be pretty easy to find. Most magazines list their submission guidelines somewhere in their publication or on their website. In magazines, check near the table of contents or in the rear index. It's often in very small print with little more than an email address. If an email address is all you get- make sure that your first impression has plenty of positive impact and concisely requests any release forms neccessary. When you're looking on a website, look near the bottom of the page for a "contact us" link or an "advertise with us" link. Then look for submission guidelines.

Once your work has been accepted, make sure that you read release forms very carefully. You may not want to agree to all of the terms a publication puts in place. If you find something that you don't agree to, simply cross that part out when you send the release back. For example, consider the following:
• Will you be given credit by name for the work you're providing for free?
• How long will the publication have the rights to publish your images? (advice: make sure it's a year or less- especially in case of a divorce!)
• Are you giving the publication the rights to use your images in their own advertising?
• Are you positive that you will be maintaining the copyright and not transferring it?
• Are there any terms about exclusivity and not using the images elsewhere?

While submitting images from one entire wedding seems like the most logical thing to do, also consider creating a type of editorial out of images with a common theme. Perhaps there's a very inventive florist in your town who you would like to team up with and produce commercial images for, which you could then submit for publication. Think like an editor and create a compelling story with images that would appeal to both your ideal client and the publications they would read.

If you use the advice mentioned here and end up getting published, please leave a comment with a link to your published work so that we can celebrate your success!! Likewise, if you have any additional advice to add, please share it in the comments as well!! If you're a member of the following forum, you can also use the following link to view more throughts on this topic: DWF