Notes on Photography Marketing and Business Strategies by Sandra Cohn

Introduction

• Speaker: Sandra Cohn
• Background: Award-winning photographer, industry educator, best-selling author
• Topic: Booking more photography clients without extensive marketing efforts
• Sandra's Approach: Uses a strategic marketing system that operates on autopilot

Sandra's Photography Business Overview

• Started career in 1999
• Runs a high-volume studio in Seattle, Washington
• Works with 150-200 clients annually without extensive daily marketing

Traditional Marketing Advice for Photographers

• Often time-consuming and ineffective
• Common advice: Pay for ads or gain exposure through free/reduced sessions
• Sandra's goal: Obtain actual paying clients, not just exposure

The Modern Marketing Method

Overview

• Sandra's self-developed system to consistently attract paying clients
• Comprises three phases: Identify, Redirect, Automate
• Part of Sandra Cohn certification program

Phase 1: Identify

• Discover the actual problems impacting marketing efforts
• Importance of clear and consistent communication
  • Communicate through work and words
  • Establish a signature style easily recognizable by clients

Common Issues in Work and Words

• Clients sending others' work as examples
• Attracting price shoppers
• Stressful and chaotic client interactions
• Poor ranking on search engines and social media engagement

Phase 2: Redirect

• Move away from traditional sales funnels to a client-centered approach (Flywheel)
• Shift focus from photographer-centric to client-centric content
• Use marketing copy to serve clients, answer queries, and build trust

Traditional vs. Flywheel Approach

• Traditional: Constant content creation and focus on sales
• Flywheel: Less content, higher quality, client-centered, builds trust

Phase 3: Automate

• Create a self-sustaining marketing machine
• Align portfolio consistency with client-centered marketing to boost engagement
• Increase visibility in search engines and social media through quality content

Case Studies

• Mandy: Improved portfolio and technical skills; secured exclusive contracts
• Laura: Enhanced website copy; ranked on page one of Google
• Angela: Doubled income by implementing the modern marketing method

Sandra Cohn Certification Program

Overview

• Comprehensive program covering work (technical skills) and words (marketing)
• Includes lighting, posing, processing, portfolio curation, and more
• Offers both self-study and full participation options

Benefits of Certification

• Personalized feedback and mentoring from Sandra
• Access to community, annual retreats, and group coaching
• Certification and inclusion in an international referral directory
• Business resources upon certification

Conclusion

• Encouragement to apply for the certification program
• Opportunity for personalized coaching and feedback

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Key Takeaways

• Focus on building a portfolio with consistent, predictable style
• Use client-centered marketing copy
• Implement a strategic, less labor-intensive marketing system
• Sandra Cohn Certification offers a comprehensive approach to mastering photography business skills