So we're going to start with marketing and we're going to talk about the importance of marketing establishing who you are what you do so marketing is going to talk to you about who you are and what you do okay? So that's communicating out to your clients it's a very, very important part of your business as you grow your business who are you okay are you a wedding photographer? Are you a pet photographer? Are you a senior photographer? So when you start thinking about marketing and communication it becomes very very important that you understand your messaging how you're communicating to people and what your messaging says I think that's the most important part when I go to your website remember that trusted circle we've been talking about another exercise when they come over is not only look at your work but look at your marketing pieces in your collateral and I don't remember if you saw this our pieces okay? So this is our client for life that we show this is our you know, our anniver...

sary card they match they look the same they look professionally designed just because they're professionally designed doesn't mean they're expensive I don't care if you pick up a template to do this but there's consistency there's messaging there's branding all wrapped into one this is what I need you guys thinking about and focusing on eyes understanding that this is going to define who you are the way you market, and I don't know what it is, our industry is actually really bad at it in general, when I talk about marketing and I say we're horrible, I'm not talking about just for tarver's I'm talking about actually the vendors in our industry, whether their album cos labs I find them to not really be overly creative with their marketing and advertising, they just kind of throwing ad in a magazine it's a picture of a product, and then they let us go figure it out it's like you're missing the picture, right? Marketing advertising is a very, very important exercise for your business, it's also important in communicating what it is you do, okay? So, you know, they say a picture's worth a thousand words, but sometimes the picture you choose for your ad can be somewhat confusing, and so we have to understand that the imagery we choose, the way we edited what's on our website, all of this is part ofthe marketing, and so, you know, you know, jules, we talked about this just a little while ago you your logo is done right what's holding you back from getting that website up because now you're logo's done, but we don't have the websites, they're still internal debate at the house with jules household wait that we've been working on that I've been working on and spending a lot of time on your web developer. Yeah, exactly, um, in addition to my fifty other titles, but I am at the point now where I'm tired of being frustrated with it and having to teach myself the platform that's, right? I would rather just give justin the money to just do it and be done with it and move on. This conversation is indicative of probably a thousand conversations I can have with world out there right now, just because you can do something doesn't mean you should be doing it. This is one of those moments you absolutely should be handing it off. I don't know how many times how much, how many hours you've spent on it, whether it's ten hours, fifteen hours wishes, even if it were forty hours, which I guarantee is pride more than that. If you're trying to learn a new platform and all this other stuff, it's not worth it at that point, you have to hand this stuff off, give it to your developer and scale that is your scalability plan. We can't do it all. You have to hand this stuff over, so justin, put together a beautiful design for you, your just cutting a check away from being implemented on that all right and that's been months ago eh? So there's no reason why you're not out of here and in the next you know, two weeks that's not up in line because it doesn't make sense so talk about marketing there's a reason I'm hitting you on this because you've got this great new logo right? You're editing style you're shooting style it's all coming together and then you're falling flat on your face when it comes to your website because that is very much part of the overall messaging and brandon so we've got to get you moving on that much like probably a million people at home watching understanding that there's a reason that that it's still not done is because they keep procrastinating and putting it off first let's show you my first booth I'll take it out of here so it's not too shiny this is at the st louis wedding show back in two thousand seven this is proof that I was a wedding photographer even back in two thousand seven look I don't know if you're zooming in but look how happy sally is right there no gray hair I actually had more hair on my head tailor just a little little baby no branding in our booth look I don't know if you can see over the top of our booth we left the sign that came with the booth you know, still figuring out our style, our albums or in the booth some pictures, but nothing like what our booth looked like today, right? So this is in the beginning, as we're fumbling as we're still figuring this stuff out, we booked fifteen weddings at this show, and I've talked about this in the past. How did we book fifteen weddings? It wasn't cause we were great for tarver's it was because we were priced to lo ok? And so that pricing component that we were talking about yesterday becomes very, very important as you as you move on and see here, um, here's, our first half page magazine ad, and I'll fold this up or one of them. I don't remember exactly what year it's got our new logo, so this might have been around the two thousand nine time frame, but we ran a half page ad, I am actually anti half page ads because they don't work there's no impact, and I'll show you I think you should run either a full page ad or two pages or don't bother at all because this half page quarter page ad is getting lost in the shuffle, and so these are the kind of things that, you know, I want to share with you guys so that you're seeing what we're doing. This is, ah, an old flyer, right? So this is what we would hand out of the bridal show, actually, somewhat similar to maybe what we do today. It's a nine by six card worldwide travel. You notice the blown out sky highlight details optional. Right, we don't want. Why master our craft, uh, and then on the back pricing and packaging there. So you're seeing that these air things from the two thousand nine time frame some senior stuff.

Class Materials

bonus material with purchase

Model Release.docx

Model Release.pdf

SCP Wedding Contract.pdf

SCP Wedding Copyright Release.doc

SCP Wedding Copyright Release.pdf

Initial Booking Email Templates and Call Scripts.pdf

Initial Booking Workflow.pdf

SCP 2013 Pricing Guide.pdf

Top 10 Objections for Sales.pdf

Mastering Business Fundamentals Keynote.pdf

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Sal Cincotta

Sal is an award winning photographer, author, and wppi platform speaker.Sal is one of the most sought after business consultants in our industry, helping studios and photographers take their businesses to the next level.In 2007, gross sales were less than

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topics covered in this class

Business Fundamentals

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How is this just $99? I would of definitely payed at least twice as much!!! Half way though the course and this information is more than what the price is worth. Thank You sal, We love your great energy and amazing information.

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My husband and I truly enjoyed this informative course. We love the way Sal is straight to the point about things and how to handle difficult situations. Taylor was awesome and helped me to embrace who I am and make it work for me. We can't wait for another class by Sal and Taylor. Josh and Lory

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Marketing: The Other Half of Your Style

Marketing: The Other Half of Your Style

Lesson Info

19. Marketing: The Other Half of Your Style

Lessons

Class Introduction

Establishing Goals

Establishing Goals: Advice for Beginners

Establishing Goals: Advice for Intermediates

Establishing Goals: Advice for Established Businesses

Specialist vs. Generalist

Pricing & Packaging

Shooting to Sell: Big Prints, Albums & Products

Pricing: The Digital Negative Controversy

The Evolution of SCP's Pricing

Student Q&A

Defining Your Style: Consistency is Key

Defining Your Style: Advice for Newbies

Defining Your Style: Advice for Intermediate Studios

Defining Your Style: Advice for Established Studios

Next Level: Medium Format

Branding

Next Level Products