| Into Your Business: Part One
By Ira Gostin
It’s hard to believe we are starting the third
year of this new millennium. Many photographers have struggled the
past couple of years. Between economic hard times and fall-out from
the terrorism attacks of 2001, there are many reasons for business
fall off. But the control is in all of our hands.
There are numerous articles written about the economic
hardships, the soft economy, the failure of the stock market, etc.
Lots of excuses, little answers. I for one have a simple solution
- simply fail to acknowledge the garbage that is being written and
decide that NOW more than ever, is the time to evaluate your own
photography business and proceed with growth, economic advancement
and positive strides for your business.
I’d like to offer five suggestions for starting
your new year off with a bang. Don’t just want the success,
BE the success.
1. Be
Unique. Now more than ever, art directors want to see WHO
you are through your portfolio and marketing. I have been working
with a portfolio coach and this is the first direction we went.
Your own personal style will develop into your brand.
2. Get
Help. Don’t try to do this yourself. Get a coach, someone
that can be objective and that knows the business. Go to a seminar,
attend a workshop. If you are having difficulty with business issues,
try the Small Business Development Center (SBDC—www.sba.gov)
it is free and a great resource.
3. Review.
Make sure that you have a system in place to review all of
the aspects of your business. Are you carrying enough insurance?
Are your employees using the right payroll paperwork? Are the fire
extinguishers charged? Big companies have an annual review period
where they audit every aspect of the business. Your photography
business is no different. Even if you are a one-person show working
out of a desk at home, you need to double check all of these items.
Start with calls to your insurance agent, accountant and even schedule
a lunch with your camera store owner or lab owner to see if there
are any discounts you might qualify for.
4. Set
Goals. Be realistic in your goal setting. Make sure that
each goal has a specific objective and a simply written action plan
for meeting that objective. Make a big sign, hang it over your desk,
read it every day. Be positive about it and move forward. Don’t
allow yourself to become complacent.
5. Community.
Lastly, be part of your community, whether it is teaching
a class, mentoring a "newbie" photographer, doing a pro
bono job, or just donating some unused gear to your local college.
We all need to give something back to our craft, and if for no other
reason, it just feels good after!The primary purpose of the yearly
review is that all of these tasks need to be done at some point
anyhow, and can all be grouped under the same umbrella at the start
of the new year. If you want growth for your business, you have
to build the administrative side so that you can accept the growth.
Ira Gostin is a corporate and advertising photographer
based in Reno, Nev. He specializes in photographing people on location.
He is the associate editor of shootSMARTER.com,
teaches photojournalism at the University of Nevada, Reno and produces
workshops under Gostin
Photo Workshops. ASMP members will receive a $25.00 discount
on upcoming workshops!
Read Part Two of this
article in our Summer Issue>
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