7 tips for crafting persuasive messaging

By Jeff Tippet
February 2020 issue Business

Perhaps more than ever before, you’re going to have to work hard to capture consumers’ attention. Some studies indicate that our attention span today is less than that of a goldfish. Whether in person, on the phone, or online, you’ve got but seconds to capture someone’s attention.Use these eight tips to help you craft messaging that will capture attention:1. Start with them.Find a way to use the word “you” at least once. Do this very early. By speaking to consumers directly,... Continue Reading >

The right light

By Jane Gaboury
October 2019 issue Business

How clients see youHas it ever happened that after you’ve finished a photographic work some delightful detail revealed itself that you hadn’t even known was there? Like a deeply submerged thought you hadn’t yet given voice to, some aspect needed to bubble to the surface. So it is with the written word, I find. With nearly every issue of the magazine, there comes a time in our production cycle where I’m excited and slightly surprised to see a theme arise that had somehow escaped my... Continue Reading >

Branding: Be the opposite of normal

By Jeff Kent
September 2019 issue Business

Before he was the Man in the Yellow Tux, Jesse Cole worked for a college summer baseball team in Gastonia, North Carolina. It was one of the worst baseball organizations in the country: About 200 fans showed up at each game, the team had $268 in the bank, and the organization was losing more than $100,000 a year.Cole thought hard about the business he was in. Was it baseball? No, not really. More than baseball, per se, people wanted to be entertained. And that’s where Cole and the team had... Continue Reading >

Study reveals how clients want to be contacted

July 2019 issue Business

If you want to connect with consumers, you have to know how they want to be reached. After their inquiry to you, would they prefer a follow-up text, email, or phone call? Recent  consumer research by Professional Photographers of America shows that phone is the preferred communication method for all generations, including millennials. That's closely followed by email. As you might guess, millennials (born 1981-1996) are much more comfortable with text communication than baby boomers (born... Continue Reading >

Consumer-centric marketing for photographers

By Jeff Kent
July 2019 issue Business

Name youR heroFor 30 years, Glynns Thomas built her reputation as a marketing all-star while working for some of the world’s best-known advertising agencies. Her accounts included Hilton Hotels, Princess Cruises, American Airlines, Infiniti Motors, and Bank of America, to name a few. Today, she teaches her favorite corporate advertising strategies to small business owners while running her own small business focused on headshot and branding photography.This dual experience has allowed... Continue Reading >