f ō t ō r a c l e | the oracle of photography

Photographer Rob “Ninja” Nicholson will discuss the theory behind Self-Analysis to grow your photography business. If you have ever met this guy you’ve noticed that he might be a few sandwiches short of a picnic. Sarcastic, blunt, loud and a laugh that would offend a hyena! It works for HIM though and has allowed him to set himself apart in the industry. He will open your minds to the idea that to be a successful photographer has less to do with expensive lenses, time in the industry and editing skills. There are many ways to “make it” as a photographer and Rob will share how making YOU the foundation of your business can lead to success!

After spending six years in the US Navy as a toilet-scrubbing Meteorologist and Oceanographer, he hit the ground running in the photography industry. At the very beginning of his photography career, he realized that his strengths would only take him as far as his weaknesses would allow. Through Self-Analysis he realized his biggest strengths were his personality and his background in research and technology. Rob has been able to build the foundation of his business on those strengths. This has helped him to offer his clients an amazing experience, grow his business and accomplish many of his personal and professional goals. A little over three years as a professional photographer, he has photographed 50+ weddings worldwide and events, including two private events in Jamaica with Prince Charles! So now he has a business that he runs and not a business that runs him. Finding this balance has permitted him to direct some of his efforts toward elevating the photography industry. Rob created and leads the fast-growing nationwide photography group called Photog Shootout. In less than a year, Photog Shootout has grown to 3000+ members with permanent presence in seven cities around the United States.

Peter Garr: I’ve been fortunate enough to get to know you over the past week at WPPI 2010 in Las Vegas, and I have to admit, I had more fun than I’ve had in a long time hanging out with you.  For those who have no idea who you are, what’s the one most important thing you’d like everyone to know about you?

Rob Ninja: I am Authentic. There is a Beastie Boys quote that I live by to this day, “Be true to yourself and you will never fall.” If you don’t accept yourself how will you expect other to accept you?  Over the last 30 years of my life I have experienced life in a broken family on welfare to rubbing elbows with Prince Charles and everything in between.  I never will forget where I came from and who I am.  This allows people to accept me for all my strengths and my weaknesses.

Peter:  You created and run the nationwide photography group called Photog Shootout.  What inspired you to start the group?

Rob: Well, I live in a small town of 4000 people with only a handful of photographers.  I would have to drive over a hour just to hang out with any of my photographer friends.  Soon I realized that I was not the only one wanting more local community and opportunities for learning.  That gave birth to Photog Shootout!

Peter: I know that Photog Shootout is more than just a group of photographers taking pictures. What else does Photog Shootout bring to the table for photographers throughout the nation?

Rob: Community, community….community. One of the most interesting business plans I’ve seen is a small company back East called Service Today. It is an “”An employee-owned company.” Photog Shootout takes a very similar approach. We essentially give our local groups more industry support and visibility. Our niche is a more grass roots approach to creating community. We’ve been able to create consistency and control expectations by building the foundation of our community around the COMMUNITY! Not around an individual, not around a product and not around service. All our event have local models, venues, hair/make-up, leaders and teachers! Giving the locals “ownership” of their own community is key for longevity and success.

Peter: There’s such a wide spectrum of photographers in the industry, from beginners to seasoned veterans. Is there room in the Photog Shootout community for both new photographers as well as those who’ve been shooting for a long time?

Rob: Yes! Photog Shootout is multi-layered. Right now our attendees are still in the beginning stages of their photography. Our Photog Shootout Bosses are the next generation of influential photographers in the industry! We also get some support from more seasoned photographers and other industry partnerships. The best part is we have a “Check your ego at the door policy” and you won’t have to drink the “special kool-aid” after the events!

Peter:  What can f ō t ō r a c l e . c o m readers do to get plugged into a Photog Shootout in their cities?

Rob:  We are slowly and surely growing. I’m a firm believer of Google’s approach of, “It’s OK if you don’t use Google today because tomorrow we will be so much better.” Photog Shootout isn’t out to dominate the world. We’d rather have five amazing groups then 15 pretty good ones. So we are gonna continue creating an awesome experience for photographers and not try to mature too aggressively. The easiest ways to keep up with what we are doing, follow us on Twitter and/or join your local Photog Shootout Group.

Peter: Are there any plans to have Photog Shootout groups internationally?

Rob: YES…but we want it to be perfect. We don’t need just another notch in our belt. We’ve made some awesome industry contacts and are always looking for ways to stimulate other local photography communities! So…get that passport updated!

Peter: You shot a couple of private events in Jamaica with Prince Charles.  What was that experience like?

Rob: It was the hottest, most stressful and most demand event I have ever shot.  Although it solidified the fact the my childhood dream of being a professional photographer came true!

Peter: You claim to have a photography business that you run, not a photography business that runs you.  Please explain the difference and how do you achieve one over the other?

Rob: When I started my own photography business I wanted to create a certain lifestyle for myself and my family.  It seems like many photographers measure their success on how many hours they work and how full their calendar is.  The key to creating a semi-automated business is outsourcing your weaknesses, most time consuming duties and/or least profitable line items.  Remember that your strengths will only take you as far as your weaknesses allow.

Peter: Your presentation at the March 18 Los Angeles SMUG is about using Self-Analysis to grow your photography business.  Can you tell our readers a little bit about this concept and how it’s helped you?

Rob:  I believe that the foundation of personal and professional success has to start with truly understanding who YOU are.  You can’t set out on a journey with out knowing where you came from.  We will do some Self-Analysis and try to uncover the real you. 

Peter: You’re based in Delware.  What’s the photography industry on the East Coast like and how does it compare to the industry on West Coast?

Rob:  To be completely honest its not an East Coast and West Coast thing.  Every city is very different from each other.  Each community has unique styles, mentalities and people.

Peter: Your name is Rob Nicholson.  How did you get or come up with the name, Ninja?

Rob: My shooting style is very Ninja-esk. Very hands-off and non-disruptive to the flow of a wedding day.  The name just stuck.

Peter: What’s your favorite Ninja weapon?

Rob: Ninjas don’t believe in favoritism.  That would be a weakness.  Ninja weapons can come in the form of a coffee mug, penny or even a Flintstones Vitamin.  You won’t know until it is too late. 

Peter: You spent six years in the Navy as a Meteorologist and Oceanographer.  What are some things you learned or experienced in the Navy that have helped your photography business the most?

Rob: Patterns and patience.

Peter: We all have strengths and weaknesses.  What’s your greatest strength and what do you do to exercise it?

Rob: Understanding patterns is my greatest strength by far.  One example:  Since my first day in business I have logged ever single inquiry I have ever received.  This has helped me understand the booking window, types of clients and their buying habits.  Truly understanding my target market has allowed me to concentrate and maximize my marketing efforts.

Peter: What’s your greatest weakness and what do you do to overcome it?

Rob: Editing by far!  After my first wedding, I partnered up with ShootDotEdit and let go of my editing.  This was one the most important steps I made for my business.  This allowed me to work less IN my business and work more ON my business. “You can’t see the battle field if you are digging fox holes all the time.”

Peter: What’s one piece of advice you can give to a photographer just starting out in the industry?

Rob: Short answer:  OUTSOURCE your weaknesses!  Long answer:  Building a business is like building a house.  You should build the foundation of your business on your strength and outsource your weaknesses.  Let’s say you are an excellent plumber, but try to learn and do all the other duties required to build a house.  It will take so much more time, because you have to learn many things at once, the craftsmanship won’t be high quality and you will make many mistakes!  So I believe outsourcing is right for the photographer’s starting out and the seasoned pro.

Peter: What’s one piece of advice you can give to someone who has been in the industry for a long time?

Rob: The tides are changing and technologyis the driving force.  The Internet has allowed photographer of all level to maximize their visibility to this new techy savvy generation of consumers.  The photography industry is changing and you have to evolve with it to stay relevant.

Peter: When your not busy being a photographer, photography teacher, and industry leader, what do you like to do in your spare time?

Rob: Aren’t photographers always busy??  jk  I live at the beach so Sunday Funday volleyball with my family and friends is what I look forward to every week.  It is so important to recharge your batteries every once in a while in order to work at full capacity.

Peter: You recently won a mentoring session through the Thirst Relief Mentor Auction with my friend and industry marketing guru, Jeff Jochum.  How does it feel to be one lucky S.O.B.?

Rob: Dude.  I only bid on Jeff and went big with it!  Jeff helped me confirm, question and reevaluate my thoughts about the industry and PhotogShootout.  “Lucky S.O.B” is an understatement.

Peter: Can you make me some shoes? *

Rob: Yeah.  Penny loafers with a nickel in them are my specialty. *

* Rob and I shared many laughs with each other at WPPI 2010 in Las Vegas last week.  The question about Rob making me some shoes is an inside joke that those of you who attended the SmugMug Pro Slumber Party sponsored by Bay Photo Lab at the MGM Grand might remember.

I’d like to give a big shout out to Rob Ninja.  Thanks for taking the time to share your answers with our readers!

f ō t ō r a c l e . c o m

Rob Ninja Of Photog Shootout is the special guest at this month’s
Los Angeles SmugMug User Group (SMUG) meeting.

LA SMUG

Thursday March 18, 2010

7:00 PM

The Global Cafe
11002 Ventura Blvd
Studio City, CA 91604

FREE and open to ALL photographers.  Tell your friends!

More info at Meetup.com

Wow.  I can’t believe we’re one-quarter of the way into 2010 already!  It’s March and WPPI 2010 officially started in Vegas on Thursday.  Today I’m packing and then hitting the road to Vegas with friends and fellow photographers Rustin Michael and Jessica Conroy.  For those who don’t know, WPPI is a massive photography convention that happens every year in Las Vegas and is attended by thousands of professional photographers from all over world.  This will be my second time at WPPI.  The first year I went was in 2008 with my good friend Danny Baker of Epic Imagery.  It was one of the most educational, inspirational, and enlightening things I’ve ever done as a photographer.  It was just two months after my first visit to WPPI that I took a leap of faith and left my then day job as an I.T. Systems Engineer to be a stay-at-home-dad-slash-full-time-wedding-photographer.  It hasn’t always been easy, and great things never are, but it sure was one of the best decisions of my life!

In 2009, Danny,  another photographer named Christopher Glenn, and I attempted to go to WPPI.  ”Attempted” is the the key word here.  Unlike the prior year when Danny and I flew to WPPI, we decided to drive in 2009.  Unlike 2008 and this year, last year’s WPPI wasn’t in March, but it was a month earlier in February, and we had a a lot of winter weather that February.  As our carpool of three photographers was headed East on Pearlblossom Highway toward Highway 15, the main artery to Las Vegas from Los Angeles, on an otherwise clear and dry February morning, we noticed more and more vehicles coming at us from the opposite direction on the highway covered in snow.  By the time we got close to Highway 15, we were stuck in a huge snowstorm and the 15 to Las Vegas was completely closed due to snow.  There were cars lined up as far as the eye could see, which wasn’t far at all since the falling snow made it difficult to see more then a few yards.  After waiting for two or three hours, we decided to head back home.  2009 was the year I didn’t make it to WPPI due to snow in Southern California.  Can you believe it? It actually snows in Southern California!

2009 proved to be a great year in many ways, however.  I was honored to meet so many great couples whose weddings I had the privilege to photograph.  I’m always grateful when an engaged couple decides to put their trust and confidence in my talent and experience as a wedding photographer.  In May of 2009, I was given the honor of leading the Los Angeles chapter of the SmugMug Users Group, or SMUG for short.  SMUGs are communities of professional and advanced amateur photographers who meet monthly in different cities throughout the United States and are sponsored by SmugMug, which is the photo hosting and fulfillment company which I’ve been using and loving since 2004.

As the L.A. SMUG leader, I’ve met many incredible photographers and gotten to know some of the most talented and influential leaders in the industry.  I’ve learned something from each and every single one of you who has come to one of our meetings, either as a guest or as a featured speaker.  I also launched a new blog for photographers at f ō t ō r a c l e . c o m.  On f ō t ō r a c l e . c o m, I started a series of monthly interviews with industry influencing photographers titled “20 Question with f ō t ō r a c l e.”

I confess, I have a passion for learning and teaching.  I also have a passion for being inspired and inspiring others.  After my first visit to WPPI, I knew that I would one day want to teach and share with other photographers.  When I got home from WPPI I even told my wife, Megan, that I’d love to someday give a presentation at WPPI that would educate and inspire other photographers as I had been that week in Vegas.  In September of 2009, I was invited by PhotoSharpShooters to give a presentation on Facebook marketing to their photography group in Orange County.  I was so excited to teach other photographers what I learned about using Facebook and other social media to connect with brides, grooms, wedding vendors, and other photographers.  I immediately saw these peers of mine begin using the techniques I taught them as they started to network and market on Facebook.  A few of those photographers even sent me messages thanking me after they booked their first weddings from Facebook using the techniques I shared.  I love to help people succeed.

Now here’s the crazy Forrest Gump twist to WPPI 2010 for me.  I’ve been asked by Jeff Jochum, the Chief Marketing Guru at SmugMug, to give a presentation at the SmugMug booth.  Since I love everything about SmugMug and the L.A. SMUG, of course I said I’d do it.  Now here’s where things get loco.  I read through the names of the other speakers at the SmugMug booth this year.  The speakers that I would be speaking on the same stage as.  Robert Evans is on the list.  Yes, thee Robert Evans who photographed the weddings of Tom Cruise and Katie Holmes as well as Brad Pitt and Jennifer Aniston.  Did I mention that I’ll be speaking just before Robert?  How cool is that?  Bob and Dawn Davis are also on the list.  Bob has been one the biggest influences on my photography since I first heard him speak at WPPI.  His DVD, “A Master’s Approach with Bob Davis” is still the only wedding photography DVD I own.  I am sincelrey humbled and honored to be in the presence of each and every photographer and vendor speaking at this year’s SmugMug booth.  It’s such a privilege to be in the company of some of the most talented and successful photographers in America. Life is like a box of chocolates… indeed.

Here’s the speaker schedule for the SmugMug Booth #1518 at the WPPI tradeshow starting on Monday March 8th.

Monday March 8

10:00 AM to 10:20 AM Gustavo Fernandez

10:30 AM to 10:50 AM Peter Garr (who is this guy?)

11:00 AM to 11:20 AM Robert Evans

11:30 AM to 11:50 AM Michael Soo

12 Noon to 12:20 PM ShowIt

1:00 PM to 1:20 PM JVS

1:30 PM to 1:50 PM ShootDotEdit

2:00 PM to 2:20 PM Tofurious

2:30 PM to 2:50 PM Katie Humphreys

3:00 PM to 3:20 PM Scott Jarvie

Tuesday March 9

10:00 AM to 10:20 AM Jefferson Todd

10:30 AM to 10:50 AM Bob & Dawn Davis

11:00 AM to 11:20 AM Steve & Jenn Bebb

11:30 AM to 11:50 AM Bui Brothers

12 Noon to 12:20 PM Alex Garza

1:00 PM to 1:20 PM Michael Soo

1:30 PM to 1:50 PM Robert Evans

2:00 PM to 2:20 PM Dawn McCarthy

2:30 PM to 2:50 PM ShowIt

3:00 PM to 3:20 PM JVS

3:30 PM – 4:00 PM ShootDotEdit

Wednesday March 10

10:00 AM to 10:20 AM Tofurious

10:30 AM to 10:50 AM Katie Humphreys

11:00 AM to 11:20 AM Pepper Nix & Mitch Burt

11:30 AM to 11:50 AM Gustavo Fernandez

12 Noon to 12:20 PM Jefferson Todd

1:00 PM to 1:20 PM Peter Garr (again with this guy?)

1:30 PM to 1:50 PM Steve & Jenn Bebb

2:00 PM to 2:20 PM Bui Brothers

2:30 PM to 2:50 PM Alex Garza

One of the features I love about SmugMug is that all professional prints are made by Bay Photo right here in California and are some of the most beautiful prints I’ve ever seen.  All the prints I show in my portfolio and deliver to my clients are from Bay Photo.  During my presentation, SmugMug will be displaying a 16×20 Metal Print of an image from my portfolio.  I selected the image at the top of this post because it’s one of my favorites.  I love the simple beauty of the bride, Nicole, in the photo.  Her bare neck, shoulders, and ear just moments before she adorned those features with her wedding jewelry.  The sweeping curves of her face, ear, shoulders, and hair.  Her freckles, closed eyes and long, fan-like her lashes.  Even the single lock of her hair resting on her left shoulder.  I took this photo candidly and is a great example of how less is more and how you can get a great photo during the most fleeting moments.  I invite you all to come to one of my two presentations at booth #1518 to see this image displayed in a stunning 16×20 Metal Print courtesy of SmugMug and Bay Photo.

I look forward to seeing everybody at WPPI 2010 over the next 5 days!

“I just felt like running.” – Forrest Gump

Lawrence Chan from Tofurious successfully used a combination of marketing techniques (including social media) to become the most inquired wedding photographer in the industry. Lawrence Chan’s LA Smug presentation is for part-time and full-time wedding photographers who want to better understand their target market and to maximize social media to generate more business.

f ō t ō r a c l e . c o m presents 20 Questions with Lawrence Chan of Tofurious…

Lawrence Chan aka Tofurious

Peter Garr:  Several months ago I had the pleasure of attending your SEO Workshop and was amazed at what I learned about the marketing power behind Search Engine Optimization.  What can we expect from Tofurious in 2010?

Lawrence Chan:  I will continue blogging and offering digital products, but will focus heavily on social marketing and branding.  I feel that a photographer has to wear many hats when the only one that fits best is shooting.  It takes precision and balance in order to juggle all of them, so I am hoping that my experience in business will offer some guidance.

Peter: WPPI 2010 is coming up right around the corner from March 4th through 11th.  What does Tofurious have in store for people going to WPPI in Las Vegas next month?

Lawrence:  Good question!  I have found great success as a marketing consultant in the wedding industry, so I will continue exercising that muscle.  I will have two items at booth 1240:

1. One on one consultation by me
2. Portfolio review by my guest – Grace Ormonde of Wedding Style Magazine

Peter:  You traveled throughout Europe last year.  Of all the cities you visited, which was the most memorable and why?

Lawrence:  This question just caused a flashback of good memories.  I am leaning towards Nice, France because I found a small business that served, in my opinion, the absolute best and most fluffy mint and chip gelato ever!

Peter: You mentioned in a recent blog post that you recommend “Confessions of a Shopaholic” by Sophie Kinsella as a must-read marketing book.  First, what marketing insight do books like “Shopaholic” and similar offer photographers?

Lawrence:  Quoting from the blog, “Rebecca Bloomwood (protagonist) is the true epitome of a consumer. While she humorously delves into her reasons (or non-reasons) for compulsively buying things, the better we understand how a consumer’s mentality works, the better we can create a marketing campaign for that specific audience (or any audience for that matter).” There are other philosophies that I drew from the series of which I will save for a blog post in the near future

Peter:  What inspired you to read “Shopaholic” in the first place?

Lawrence:  I, too, am a shopaholic.  Here is something else I learned from the book: one has two options in this situation – “make more or spend less.”  Fun philosophies for life!

Peter:  What are some other books you recommend?

Lawrence:  I recommend Dan Brown books, Harry Potter series, and the Twilight Saga.  Although business books offer guidance, I feel that it is equally crucial that we step away from our work and see things through a different lens.  Plus, having a little adventure in our lives cannot hurt.

Peter:  When and how did you get into photography as both an interest and as a business?

Lawrence:  To be completely honest, I started as a business (not of interest).  It’s a numbers game.  However, after the exposure, I came to appreciate the joy of shooting pictures, so the scale has tipped.

Peter:  Tofurious likes tofu.  That’s a no-brainer.  What the world is dying to know is whether Tofurious likes Tofurkey.  Have you ever had Tofurkey?

Lawrence:  Actually, I never tried Tofurkey!  I intend to try it this year.

Peter:  You’re the special guest speaker at the February 2010 L.A. SMUG.  With February being the month we celebrate President’s Day, which historical U.S. President is your favorite and why?

Lawrence:  Benjamin because he’s on the $100 bill.  Just kidding – I don’t want to sound superficial, but I’ve learned to keep politics private hah!

Peter:  February also marks Valentine’s Day.  What was your most memorable Valentine’s Day?

Lawrence:  There was one evening where I took Julie to Stinking Rose and had so much garlic that the evening [and morning] was memorable.

Peter: Your presentation at the L.A. SMUG is about understanding our target audience and maximizing social media to grow our businesses.  What are some benefits photographers can expect by applying your techniques?

Lawrence:  The goal is for photographers to book more weddings!

Peter:  What do you think is the single most important thing photographers should be doing today in order to book more clients?

Lawrence:  Focus less on the art and more on business – specifically marketing oneself.

Peter: I know you recently worked on what sounds like a very interesting project in Denver with some well respected and well-admired people in our industry.  What’s the CxO Fight Club all about?

Lawrence:  The name suggests that five companies will fight against each other.  Instead, we were there to collaborate with each other with the hopes of elevating the industry.

Peter:  In addition to many talents you both have, you and Jasmine Star both share a passion for Chipotle.  What’s your favorite item on their menu?

Lawrence:  I personally favor the chicken salad with black beans, rice, spicy corn, hot chili, a dab of sour cream topped with a pinch of cheese.  However, I do have a hankering for their new chicken pozole, but that’s only offered at their flagship restaurants in Denver.

Peter:  Who’s your greatest influence or inspiration as a photographer and why?

Lawrence:  Gosh there are so many! When I first started, it was Jessica Claire and David Jay.  Now the list is super long.

Peter:  Who’s your greatest influence or inspiration as an entrepreneur and why?

Lawrence: Jeff Jochum – hands down.  He’s just a downright cool guy!  I’ve never had any mentors before him, so I can’t compare, but it’s rare to find someone willing to help without expecting anything in return.  He inspires me to do the same.

Peter:  How would you finish this sentence?  ”To succeed as a photographer, you must …”

Lawrence:  …have clarity in your business model.  With advancement in technology and affordability of DSLRs, the increase of competition is inevitable.

Peter:  What’s a typical workday for Tofurious like?

Lawrence:

8:00 am – wake up
8:30 am – gym 
10:30 am – answer emails 
12:00 pm – eat lunch  
12:30 pm – work, work work 
6:00 pm – make / eat dinner 
7:00 pm – work, work, work
7:30 pm – Two and a Half Men 
8:00 pm – work, work, work 
12:00 am – sleep

Peter:  Where do you see the photography industry headed over the next 5 years?

Lawrence:  I envision the use of various technologies to captivate clients – videos, iPad portfolios, etc.  Cameras are no longer the only extensions of our businesses.

Peter:  Where do you see yourself headed over the next 5 years?

Lawrence:  Tweeting from France

A big THANK YOU to Lawrence Chan for answering this month’s 20 Questions on…

f ō t ō r a c l e . c o m.

Lawrence Chan from Tofurious is the special guest at this month’s
Los Angeles SmugMug User Group (SMUG) meeting.

LA SMUG

Thursday February 18, 2010

7:00 PM

The Global Cafe
11002 Ventura Blvd
Studio City, CA 91604

FREE and open to ALL photographers.  Tell your friends!

More info at Meetup.com

Jim Brammer is an award winning photographic artist and owner of State of the Art Images, a fine art, portraiture and commercial photography studio located near Los Angeles in Tarzana, California. Recently awarded 2009 Small Business of the Year by the Woodland Hills – Tarzana Chamber of Commerce, and the 2009 Readers’ Choice Award for Best Photographer from the Los Angeles Daily News, Jim is also the President of Professional Photographers of Los Angeles County (PPLAC).

Jim will be the guest speaker at this month’s Los Angeles SMUG on Thursday January 21 at the Global Cafe in Studio City.  I interviewed Jim this week for a new interview series here at fotoracle.com called “20 Questions With…”

Jim Brammer

So here it is, 20 Questions With Jim Brammer.

Peter Garr: How and when did you begin your career in photography?

Jim Brammer: I retired from IBM at the end of 2006 and spent 2007 consulting for IBM while I built the infrastructure for my photography business.

Peter: Who or what inspires you most as an artist and why?

Jim: Photography is all about this big, bouncy stuff called light, so I spent the first several years of my career seeking out and learning from photographic artists who could teach me how to control and shape it.  I owe the start of my photography career to Amy Cantrell and Judy Host – I attended their workshop “The Art of Lighting”, in 2007, where they taught me the basics of natural and studio lighting.  Tim Meyer is an absolute wizard with lighting and posing.  I attended his basic and advanced lighting classes at PPC’s West Coast School in 2008 and 2009 and he gave me critical technical knowledge that forms the foundation for everything I do with light in the studio.

Peter: Who or what inspires you most as a business person and why?

Jim: When it comes to the business of photography, I owe my inspiration to two incredible photographers.  Sandy “Sam” Puc’ is the consummate business person when it comes to the marketing of photography – she is an absolute genius and no one does marketing better.  When it comes to the business metrics – actually running the business – no one does it better than Anne Monteith.  I recently attended a 2-day course with Anne Monteith and Carol Andrews at PPA’s Imaging USA 2010 in Nashville and I have a fresh, enlightened view on the business side of photography.

Peter: What is the greatest accomplishment you’ve had as a professional photographer?

Jim: I shot the 2009 Playboy Jazz Festival at the Hollywood Bowl.

Peter: What did you learn from that accomplishment?

Jim: I learned that I love to shoot concerts.  As a jazz enthusiast and photographer, it doesn’t get any better than standing at the edge of the stage while listening to and shooting your favorite artists.

Peter: What is the greatest failure you’ve had as a professional photographer?

Jim: One of the basic tenets of my business is Client satisfaction.  My policy on satisfaction is quite simple and straight forward:  “If you aren’t 100 percent delighted with your photo session or your images, we’ll reshoot or reprint until we get it right, or refund your money – period.” Very early in my career I shot my first commercial assignment.  This woman was creating a new product line and wanted to have her portrait on the label.  I went on location and did the shoot outdoors around 4:30 in the afternoon.  The lighting was exquisite – I was able to take advantage of the late afternoon sun for my fill light and used a large white reflector for my key light.

When I delivered the images the woman was visibly disappointed.  As I spoke with her I realized what had happened.  She was not happy with the blouse that she had worn for the shoot.  The neckline was a little too low and the blouse had short sleeves so her chest and bare arms detracted from what should have been the focal point of the portrait – her face.  The blouse was also a little puffy, making her look larger than she actually was. I offered to fix it in Photoshop or reshoot, but she wouldn’t hear of it – she was just totally disappointed.  Her feeling was that I should have advised her about the proper attire before we started the shoot and she was right.  I ended up refunding her session fees and walking away – the only time I have had to do that. I felt terrible!

Peter: What did you learn from that failure?

Jim: I learned that, in addition to ensuring the lighting, posing, background and exposure are correct, it is the photographer’s responsibility to ensure that the subject is advised on the proper attire.  In this case the biggest problem was her bare arms.  Immediately after that incident I did two things.  I created a “portrait style guide”, which advises Clients on the proper attire to select for a given situation.  Now, when I book a portrait session, I give or send that guide to the Client.  The second thing I did was to implement a “pre-session consultation”.  Now I insist on meeting with the subject in advance of any portrait session or, if it is a commercial shoot, I meet with the art director.  If the shoot is to be done in my studio, I will invite the Client in for the pre-session consultation a week or so before the shoot.  If it is a location shoot, I meet the Client or art director at the location so I can get a feel for the background and lighting situation and advise them in advance on anything that should be done to ensure the best possible environment to accomplish their goals for the shoot.  This also allows me to plan for the lighting.  Yes – this adds an additional component to the overall amount of time that I invest in the shoot but it is so totally worth it.  My Clients get to see that I am acting as their consultant to ensure that we get the best possible results.

Peter: Your presentation at the January L.A. SMUG is titled “From Zero to Hero – How to Brand, Market, and Grow Your Photography Business.”  What is one of the most important thing photographers should be thinking about when it comes to marketing?

Jim: Create an infrastructure for your business identity – decide on the name of your studio, set up your domain name and design your logo.  Then develop your business identity marketing materials with a common look and feel.  The logo use and color palette should be the same across all of your marketing materials, from your business card and stationery to your Web site and the signature in your email.

Peter: Your background includes a career as a sales and marketing executive for a blue chip technology company.  What experience from that career has benefited you the most in your photographer career?

Jim: The sales and marketing experience I picked up during the course of my high-tech career is priceless.  It gave me a clear understanding of the need to create a strong business identity while pursuing a strategy of brand recognition in the community and markets that I choose to serve.

Peter: You’re very active in giving back to the community through your photography.  Why do you believe in giving back to the community?

Jim: In my high-tech career, as well as my more recent second career as a photographic artist, I’ve enjoyed good fortune and success in my endeavors.  Now it’s time to give back to the community – the people and institutions that have given so much to me and my family.  I believe that whatever you give, you will receive threefold in return.

Peter: What are some ways other photographers can get involved in giving back to their communities?

Jim: Find a charity that you are passionate about and orchestrate a charitable marketing campaign to benefit that charity.  For me, that charity is the City of Hope.  Ten years ago, our son was cured of leukemia at the City of Hope.  We could never repay them for saving our son’s life.  I am on the Board of Governors there and the Speakers’ Bureau, and I give ten percent of every session fee to them.

Peter: Your work includes fine art, portraiture, and commercial photography.  What are the unique artistic challenges and rewards of each type of photography?

Jim: Fine art allows me to exercise total control and artistic freedom over my photography.  By extending my fine art approach to portraiture, I am able to give my Clients a unique experience while creating landmark family heirloom portraits that they will treasure for years to come and pass along through the generations.  Commercial photography is probably the most fulfilling and challenging, as every engagement presents a different lighting situation.  Lighting is my passion and I love to work with the Client and the Art Director to design and deliver the images that best articulate their marketing vision.  Whether it is fine art, portraiture or commercial photography, I take great pleasure in understanding the wants and needs of my Client.  In the end, I want the Client to view me as a partner in the creation of the most compelling images they could imagine.

Peter: What are the unique business challenges and rewards of each of those types of photography?  Do you market differently to fine art clients than you do to commercial clients?  If so, how?

Jim: Yes – you absolutely market differently to each segment.  For fine art, it’s about putting together a body of work, then identifying and working with the gallery that can best fulfill your creative vision.  Getting your “gallery of choice“ to exhibit your work can be challenging, but that’s part of the fun (I guess I’m just a glutton for punishment).

For portraiture, it’s about getting to the right families and executives in your community.  The challenge is to identify them.  So far, I’ve been quite fortunate and successful with community involvement and word of mouth but I need to create some serious marketing campaigns to take it to the next level.

For commercial photography, it depends on the segment you are marketing to.  I shoot everything from executive portraits to corporate events, products for marketing campaigns and concerts.  I use a very different approach in the way I market to each of these segments.

Peter: What’s your dream photography assignment and why?

Jim: I think I shot it already –  the Playboy Jazz Festival at the Hollywood Bowl.  Like I said earlier, as a jazz enthusiast and photographer, it doesn’t get any better than standing at the edge of the stage while listening to and shooting your favorite artists.  I guess my ultimate dream assignment would be to shoot jazz artists and festivals around the world.

Peter: What’s your nightmare photography assignment and why?

Jim: Weddings – I don’t do them because I choose not to deal with the “bridezilla” effect.

Peter: If your clients could all use one word to describe your work, what one word do you want that to be?

Jim: Brilliant

Peter: Do you have one tip that photographers can benefit from in order to stay competitive and financially lucrative in this current economy?

Jim: Take the time to understand your cost of sales and put together a business plan that establishes realistic revenue goals for the markets you choose to serve.  Then work relentlessly to get your name into the community.  Join your local Chamber of Commerce, Rotary Club or networking group. Put together a charitable marketing campaign.  Identify charities that are near and dear to your heart and work closely with them.  Work hard and give tirelessly to your community, and your community will give back to you threefold.

Peter: What are some goals you have for your business in 2010?

Jim: From a business perspective, my plan is to double my business in 2010.  I also have a “stretch” goal to triple the business, and that is what I will work toward.  From an artistic perspective, my goal is to continue to hone my skills in lighting, posing and composition by pursuing educational opportunities wherever and whenever possible.

Peter: You’re the President of the Professional Photographers of Los Angeles County.  What are some benefits of PPLAC membership?

Jim:  PPLAC is committed to advancing photographic excellence while maintaining the highest standards of ethical practices and conduct.  To that end, each and every one of our events offers an opportunity for networking and informal interaction among members.  We have an incredible lineup of rock star photographers on our speaker list for 2010.  Names like Ken Sklute, Eddie Tapp, Gil Garcetti, Lee Varis, Lia Sigerblom and Yogi Patel.  Where else can you receive cutting-edge education and information, re-charge your creative juices, network with other photographers and pick the brains of instructors – all in the same event?  When it comes to establishing relationships and partnerships with your industry peers, it doesn’t get any better than this!

Our members are full- or part-time studio photographers, independent fine art photographers, portrait, wedding, or commercial photographers, videographers, assistants, Photoshop experts, students, educators and individuals or firms serving the professional photography industry. PPLAC is the local affiliate of Professional Photographers of California (PPC) and Professional Photographers of America (PPA).  As the local affiliate, we provide the educational tools, networking, information and resources to help photographers accelerate the growth of their professional photography business.

Please go to www.pplac.com for more information.

Peter: When you’re not working, what do you like to do for fun?

Jim: I enjoy spending time with my wife, Marcia, and our children and grandchildren.  Marcia and I are passionate about wine and jazz and we are always on the lookout for opportunities that allow us to pursue those passions – whether it’s a weekend trip to wine country, a jazz cruise or jazz festival, we’ll be  there  and it’s a good bet that you’ll see me shooting something along the way… with my camera, that is.

Thank you Jim for taking the time to answer 20 Questions for  f ō t ō r a c l e.  I’m sure other photographers will learn something from your insight.

Jim Brammer is the special guest speaker at this month’s
Los Angeles SmugMug User Group (SMUG) meeting.

SMUGs are free meetings open to all photographers.

Jim will be giving the presentation…

From Zero to Hero – How to Brand, Market and Grow Your Photography Business

As a photographer, you probably have the creative/artistic side of the business nailed – right?  If you’re shooting great work and your clients love it, what more do you need?  Well – if you are as busy as you want to be, then maybe that’s all you really need.  On the other hand, if you’d like to get busier this is the program for you!

In his former life, Jim Brammer was a sales and marketing executive for a blue chip technology company.  After retiring in 2007, Jim decided to pursue his passion for photography.  By extending his corporate sales and marketing experience to his fledgling photography business, Jim got his photography business up and running in two short years.  In 2009 Jim was honored with the 2009 Small Business of the Year Award by the Woodland Hills – Tarzana Chamber of Commerce, and the 2009 Readers’ Choice Award from the Los Angeles Daily News.

Jim’s “From Zero to Hero” program explores the business of professional photography from a marketing and sales perspective.  You will learn about

• branding – it’s much more than simply coming up with a name for your business
• marketing – once you’ve got the brand, how do create awareness of the brand in your community?
• growing – as your brand becomes known in the community, how do you turn “mind share” into “market share”?

Get ready for solid, actionable advice and step-by-step tips and techniques on how to brand your business, attract clients and maximize sales opportunities.

LA SMUG

Thursday January 21, 2010

7:30 PM

The Global Cafe
11002 Ventura Blvd
Studio City, CA 91604

FREE and open to ALL photographers.  Tell your friends!

This December will be the SMUG event of the year!  Throughout 2009 we’ve seen groups of photographers come together in cities throughout the nation to form communities of photographers known as SmugMug User Groups, or SMUGs for short.  In just two weeks from today, all of the Southern California SMUGs will be coming together in Orange County to celebrate our incredible community.  That’s right, instead of having seperate Los Angeles, Orange County, and San Diego SMUGs in December, there’s going to be just one SUPER-HUGE SMUG party!  Everyone’s invited to the SoCal SMUG Blowout, whether you’re a pro or advanced amatuer, and whether you have a SmugMug account or not.  Jasmine Star tells me there’ll be a fabulous desert station and even a full bar for those who wish to purchase a a little extra “holiday cheer”.

Admission to the SoCal SMUG Blowout is free.  Every guest who brings one or more non-perishable food items or unopened personal care items will receive one ticket for each item to be entered into the SMUG Blowout Raffle.  All food and personal care items will be donated to the Los Angeles Regional Food Bank in order to feed and help the needy in our communities.  Some of the vendors who’ve already donated some cool items to the raffle include:

• SmugMug
• Skip’s Summer School
• Showit Sites
• CameraSlingers
• WolfSnap Designs
• ShootDotEdit
• Lowepro
• ScanDigital

Don’t miss out on what’s sure to be one of the biggest and most fun photography party’s of the season.

What:
SoCal SMUG Holiday Blowout

When:
Tuesday, December 8, 2009

Time:
7:00 PM – 8:30 PM

Where:
Mesa Verde Country Club
3000 Club House Road
Costa Mesa, CA 92626

Cost:
Suggested donation of one or more non-perishable food items or unopened personal-care items.  Each item donated earns an entry into the evening’s raffle.

I want to thank Jeff Jochum, Candice Cunningham, Jasmine Star, and Garrett Delph for helping make this event, and SMUGs possible.  You’ve all helped so many photographers in 2009, one SMUG meeting at a time.

I especially want to thank all the photographers and guest speakers who’ve come to SMUG meetings throughout the nation, and especially in Los Angeles.  You’re an incredible bunch of photographers that always continue to inspire and amaze me.  I’m honored to know you all.

Please share and invite others. SMUGs are FREE and open to EVERYONE!

“Landscape & Nature Photography Techniques” with Don Gale.

Don Gale

We’ll start with the basics, then go beyond the mere nuts and bolts, gear orientated techniques, and discover what creative and artistic tips and techniques make the difference for those outstanding nature & landscape images.

His expertise in the areas of commercial, industrial and portraiture photography already firmly established, Don returned to the field that first inspired him to become a photographer, nature and landscape. Since that time over ten years ago, Don has shared with students his experience and the techniques used to capture some of the most beautiful settings and wildlife in the country.

Don’s passion for what he does, in both his teaching and his award-winning photography, has earned him national recognition. Numerous articles and interviews have appeared featuring Don and his work, on air and in such publications as Outdoor Photographer,Rangefinder, Studio Photography and Tamron’s Viewfinder.

When not out in the field, Don is a faculty member teaching at Tri Community Photography and was recently invited to teach photography at the new REI Outdoor School established for the LA Area. This is in addition to his ongoing workshops, seminars, lectures and exhibitions.

With the increased resources offered by the Internet, instruction is not limited to a single physical location. Don’s blog allows anyone to view tips and techniques at their convenience. Through the collaborative efforts of companies with a similar dedication to photography, Don has been able to extend the range of photographic instruction. Don’s continuing participation in programs such as; Fuji’s “Talent Team”, Tamron’s “Learning Center – Lessons, Podcasts & National Workshops”, Nik Software’s “Team Nik”, ExpoDisc’s “Tips From the Pros”, Lexar’s “Elite Photographers”, Bogen’s “Local Heroes”, FJ Westcott’s “ProTips”, typify his commitment to the art form.

Don has released two instructional videos. The second video, “Photographing San Francisco and California’s Central Coast” was released by Don Gale Productions in conjunction with Tamron, and was a Telly Awards Winner for best “How To” instructional video as well as the Axiem Award Winner for “Best Editing”. A new video is currently in the final production stages.

Host: L.A. SmugMug User Group (SMUG)
Group Leader: Peter Garr
Type: Meetings – Club/Group Meeting
Date: Thursday, November 19, 2009
Time: 7:00pm – 10:00pm
Location: The Global Cafe
Street: 11002 Ventura Blvd
City/Town: Studio City, CA
Map

Last month I decided to dive headfirst into one of the hottest topics  in the world of business and photography this year — Search Engine Optimization, or SEO for short.  The concept behind SEO is to strategically create an online presence that  places your website higher in search engine rankings, namely Google’s, in an effort to increase traffic to your website.  I decided to invest my time and energy into SEO because I believe that ranking high on search engine results pages is the best way to market my wedding photography business online.  Before attempting any search engine optimization, the highest search result I had on Google for the phrase ”Santa Clarita wedding photographer” was page 10.  The only way I was able to appear on a higher search results page was by paying for Google Ad Words.  I’m happy to say this is no longer the case.  Keep reading to find out where I appear on search results now.

In September I had the pleasure of learning everything I could about SEO from three different sources:

• an intensive live workshop
• an intensive online webinar
• a downloadable  book

The results I’ve had with the information I learned from these three resources are impressive.  More on that later.  Keep in mind that I have a in-depth background in information technology and web engineering, so my experience may be different than yours.

Tofurious SEO Workshop

First, I attended Lawrence Chan’s Tofurious Workshop in Orange County, California this past Labor Day, September the 7th.  Lawrence’s workshop is very popular, and deservingly so.  Lawrence (aka Tofurious) is a smart, funny, laid-back, and easily likable guy.  He’s also a marketing genius and I’m sure he has a lot more to teach the professional photography community about marketing than just SEO.  Spend some time on his blog and you’ll see for yourself.  His SEO workshop in Orange County was packed to capacity with some of the most popular wedding photographers in L.A. and the O.C.  I saw many familiar faces, including my friends and fellow members of  the L.A. SmugMug Users Group, Henry Wang and Joel Llacar, as well some of the great speakers we’ve had at the LA SMUG in the past, including Jeff Jochum, Robert Evans, Shaun Austin, and Candice Cunningham.

Lawrence covered SEO from the very basics to the advanced.  Some of the topics he covered were:

• Google Page Ranks and Tools
• Metadata
• Blogging
• Link building
• SEO for SmugMug

He provided all attendees with a a workbook so that we could follow along with his presentation and participate in the several exercises he challenged us with.  Lawrence also took plenty of time to answer questions and interact with the attendees.  In addition to the workshop and workbook, all attendees also received the following

• A cool Tofurious t-shirt
• Membership in the exclusive Tofu-House online group where other workshop attendees network and share information with each other and where Lawrence personally answers your SEO questions
• A soon to be released workshop DVD produced by none other than The Bui Brothers.

The Tofurious Workshop really gave me a true sense of understanding what SEO’s all about at it’s core, and how it’s more than just a technical endeavor.  I began implementing what I learned and started seeing results immediately.

SmugSchool SEO Webinar

On September 16, about a week after the Tofurious Workshop,  I attended the SmugSchool SEO Webinar.  SmugSchool is an online school with classes taught by web engineer and designer David Wolf of WolfSnap Designs.  Because this was a webinar and not an in-person workshop, I was able to participate  without leaving the comfort of my cushy office chair.  David covered many of the same basic and advanced SEO concepts that I had previously learned, plus spent a lot of time discussing the following technical marketing concepts that were fresh to me:

• Advanced SEO for SmugMug
• URL shortening
• Online forms

These topics added a unique perspective to the SmugSchool Webinar and made me realize there’s more than just one angle to SEO.

Photographers SEO Book

After attending the Tofurious SEO Workshop and the SmugSchool SEO Webinar, someone recommended I read the Photographer’s SEO Book.  This book covers almost all the same topics I had already learned and puts them all together in one thorough and low-cost PDF book.  The Photographer’s SEO Book is divided into three separate books:

• Photographers SEO Book
• Google Analytics
• Blogs

The Photographer’s SEO Book covers the following topics for photographers thoroughly:

• Google
• SmugMug
• WordPress
• Link building

After having read the Photographer’s SEO Book and attending the Tofurious SEO Workshop and SmugSchool SEO Webinar, I know I have a very well-rounded understanding of SEO for photographers.  I learned that SEO is not an exact science, but an ever evolving practice that requires technical knowledge, effective communication skills, and interaction with people ranging from our clients, our vendors, and our peers.  I’m convinced that each SEO training resource I utilized taught me something unique, something that one resource had that the others didn’t.  From Lawrence, I learned many things that only he had a perspective on, and from David I learned many things that only he shared a perspective on, and the same goes for the Photographer’s SEO Book.  Each one of these resources filled a piece to the puzzle that is SEO.

And my results?  See for yourself.  My blog now appears on page one of Google when searching for “Santa Clarita wedding photographer” as well as many other search phrases.  I have similar results on Bing, Yahoo, and Ask.  I’m still amazed at these results.

I especially want to thank Lawrence, David, and Zach for teaching me so much about SEO and helping me to connect with people through Google.

“Teaching is the greatest act of optimism” – Colleen Wilcox