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…

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