Message from the Board (Formerly President's Message)

Each month the AzPPA Board challenges you with thoughts on photography. Here are messages from the last couple years sarting from the most current and going back...

February 2010 - Setting Goals, Rochell Planty 2009/2010 Secretary/Treasurer

Around the first of the year many people have a tradition of setting new resolutions or goals. I refer to these as goals in my thought process. I personally think though that reviewing and setting goals is not something that should only come once a year or something that you set but then never review until the end of the year to see what you’ve really accomplished. This past December I was with a group of friends which gather each December to celebrate the holidays together. This year I asked them all to share a few of their resolutions or what I refer to as goals they would like to set this year. In a short time it was interesting to see what everyone shared and they all seemed to be very conscientious of setting goals which were SMART. I will share a little about this if you haven’t heard this term before. We all vowed to provide encouragement through the year for each other and when we gather next year to share what we have accomplished.

Through all the leadership training programs I have experienced over the years there have been a few common threads.

1. To set SMART Goals

Specific – Identify who is involved, what you want to accomplish, where is the location, when do you want to accomplish this by, which helps you establish a time frame, and why do you want to do this and the purpose.

Measurable – Establish how you are going to measure this goal for example number of prints you are going to submit to the State Convention Print Competition.
Attainable – As you work through the process you start to realize the steps needed to reach the goals and you see how they can become attainable and you develop a positive attitude which carries you through the process.

Realistic – You have to be willing to work at your goals. They are most likely realistic if you are willing to work at them.

Timely – You should establish a time frame so there is some form of urgency and to give you something to work towards so you don’t put it off.

2. Set short term, mid term and long term goals

Short term goals to me are those that are within a week, few weeks or maybe up to a month. Mid term goal can be something that occurs within a month up to a few months. There can even be mid term goals that may take a year depending on the particular goal.
Long term goal is the final step. This can be something you have really dreamed about. There is nothing wrong with dreaming but you need to make sure it is SMART and you have set those short and mid term goals to help you get to the final long term goal.

3. Review your goals on a consistent basis

By reviewing your goals consistently it helps you keep a mental image of what you are working on and striving for. It is important to keep in mind that the short, mid and long term goals are steps which lead you to the next step.

It is important to take some time to evaluate where you are at with your goals and establish categories. You may have family, personal, and business goals. This is a process that is worth taking the time to go through and then remember to consistently review on a weekly basis. This will help you keep your focus and keep you constantly striving to reach them. Remember along the way though, you don’t want to get too overwhelmed. Stay focused on the goals and those tasks that you need to accomplish to get you to that final step. Along the way you may need to make adjustments if you run into obstacles or find out new information, but there is nothing wrong with that. These should be a work in progress that you are always updating just as a business plan should be. The process of reviewing your goals may also take you down the path of pulling out the business plan to review and update. Don’t let the dust settle on your goals or your business plan.

We hope that AzPPA can serve as a source for you through the monthly education programs, full day seminars, vendor services, print competitions, and leadership development by serving on a committee or board. We hope that these tools may help you with those goals in developing your business, personal and professional skill development, and photography techniques. We hope you will take time to think about what your goals are and make 2010 a year you start making those steps.

I recently experienced a scary health situation with my husband that really made me think that time is very precious and you just never know what is going to happen. During this time I realized that it didn’t matter what was going on around me, what was waiting for me to tend to or what was on my calendar as my only concern at that moment was my husband’s health. It is important to set your goals and along the way to really enjoy life, be thankful for what you have and to keep a positive attitude to strive towards those long term goals and remember to set SMART goals. That old saying “Live Life to the Fullest,” is definitely something to think about.

January 2010 - A look back at my first year in business by Ivan Martinez

2009 was my first complete year in business. Two years ago after being laid off from the newspaper industry, I found myself contemplating weather to go back to the corporate world or to take the plunge into the entrepreneur pool. It was then that I made the decision to start a business of photography. In June of 2007, I officially started Ivan Martinez Photography LLC

Let me share with you some of the things that have helped me build my business. I hope that some of them may be able to help you as you develop your existing business or as you contemplate to get started in photography as a profession.

Trade Organizations - Early on, I made a decision to identify few organizations that supported professional photographers. I found AZPPA, PPA and ASMP as three key organizations I wanted to get involved with. Being part of these organizations requires investments of money and time; but the information I have obtained have help me set up and run my business. What I have gotten back is worth a great deal more than what I have invested in. In a fairly short period of time, I have learned and continue to learn from other photographers about camera and studio gear, pricing, sales, packaging, marketing, post production, workflow, archiving, and many other things that would have taken me years to understand.

Learn, Practice and Experiment - When I first started my business, one of the challenges I faced was “how do I bring my photography skills up to date and how do I build a decent portfolio?” I knew that as a photographer you are as good as your images. I also knew that you need to know how the images in your portfolio were created. I knew that people would want to see my work and they would expect that I would be able to replicate the images I had in my portfolio. I also knew that if I have no idea how these images could be recreated, I was going to be setting myself up for trouble. I needed to find a place where I could practice, learn about the craft and most importantly, I would be able to create a decent portfolio of images. I enrolled in fashion, portrait and commercial photography classes at Scottsdale Community College. I took two week-long classes at the Santa Fe Photography Workshops. I attended Doug Box’s Texas Photographic Workshop. I attended AZPPA Fall Fest, AZPPA State Convention, AZPPA monthly meetings presentations, ASMPA Business 2.0 and PPA Super Monday. In a matter of one year, I was able to learn a great deal about, working with studio lights, portable flash, post production software, pricing, licensing and many of the aspects of the business of photography.

Give Back to Your Community - One of the greatest satisfaction I have gotten as a professional photographer has been to be able to help others. Using photography as a tool to give back to my community not only has allowed me to help others; more importantly, it has given me the opportunity to practice and promote my craft. Whenever I can, I provide my services free of charge to community and nonprofit organizations. I have provided free high school seniors portraits to Big Brothers Big Sister for the last two years. I have photographed many events and provided a documentary slide show to the United Food Bank to help the organization promote its services. I have provided free portraits to kids that have been diagnosed with cancer through the Flashes of Hope organization. I have worked with the American Cancer Society to document the Gilbert High School 2008 Relay for Life 12 hour event. I have provided free portraits to kids and family to raise funds for the Arizona Museum of the Youth. I have provided free family portraits to a family that is in its way to recovery after being homeless, through the Save the Family Foundation. I have donated portrait sessions to help raise funds for Mesa Community College Phi Theta Kappa honor organization. I have provided many hours of support and am active volunteer with Friends of Arizona Highways Photo Workshops. Giving your time and sharing up your craft for free is something that many people will find not to be a good business practice. I started doing it because it gave me the opportunity to help others. However; I have gotten many unexpected benefits from my contribution to many non profit organizations. I have become a better photographer technically and spiritually. It has also gotten me exposed to potential customers and as a result of it, I have gained new clients. It turns out that my work with non profits has been a great marketing tool for my business.

It is a business after all - I got into photography because of my passion for creating images of places and people. However; I also know that I am running a business. As any business, I have to be mindful of processes and procedures that are needed to cover expenses, provide timely customer service, gain new clients and expand my business. It is a must in any business to have a business plan. Early on, I got a great deal of help from organizations such as the Small Business development Center and SCORE. These organizations provide FREE support and guidance to small businesses. They provided guidance when I first made the decision to start my business and they continue to be a place of support. Whenever I have a question or need assistance, I can count on them for business advice.

Looking Forward - Despite the tough economy, 2009 has been a good year for my business. I know that many of the things I have accomplished are the result of some the planning and actions outlined above. I will continue to do them and look forward to 2010. I can’t wait to see what new things I will be able to accomplish, new clients I will work with and the images I will create.

May the New Year bring you and your business a great deal of successes!

November 2009 - Photography is easy when you don't know how, but it is very difficult when you do. By Bob Coates CPP, M. Photog, Cr, ASP

I'm paraphrasing Edgar Degas who was talking about painting in the original quote. The point in this message from the board is that constant education and growth are extremely important to becoming excellent photographers and business people. AZPPA is at the forefront of supplying education with monthly meetings, all day presentations and seminars, convention, speed mentoring and more!

With all the fabulous technology available today it is easy to make an OK print and difficult to create a work of art. There is always more to learn. That's why I've only missed a handful of the AzPPA monthly meetings over the last 10 years. (driving from Sedona)I also attend the yearly convention, PPA and WPPI conventions. Other photographers ask, "Why are you attending all these programs, like marketing, when you are already good at marketing?" The answer is that there is always more to learn no matter what you think you know. Sometimes it just takes that one more repetition of a piece of information that sends you down a profitable money making path. At the Fall Fest in Sedona I saw a different way of posing and building groups that I know will add thousands of dollars to my family portrait sales.

Another fabulous source of education is participation in print competition. Many say, "I can't compete because my work isn't good enough to win." (I remember those days well!) You don't enter print competition to win awards. You do it to LEARN to print superior images. The results filter down to your everyday work constantly improving it. This makes your primary job of selling easier. The bonus is - awards will come too. That generates a reason to send out press releases which is helpful in your marketing.

Don't be like comedian Ronnie Shakes who said, "I was going to buy a copy of the book, The Power of Positive Thinking, and then I thought 'what the hell good would that do?'"

Attend. Compete. Learn. Share. Yours in photography education.

PS Henri Cartier Bresson agrees and said, "Photography appears to be an easy activity; in fact it is a varied and ambiguous process in which the only common denominator among its practitioners is in the instrument."

October 2009 - Take 100% Responsibility by Shelly Fields, Vice President AzPPA

Another AzPPA member that I admire and respect turned me on to the best book I have ever read. In fact, it is one of those books that you read, re-read, then read again. It is called “The Success Principles” How to get from where you are to where you want to be; by Jack Canfield. This book is so inspiring, I even downloaded it from I-Tunes and listen to it whenever I am at the gym; on an airplane; etc.

Although each of the 64 principles is as valuable as the next; principle #1 is the foundation for every other principle and by far the most important one to integrate into our way of thinking and living. It is such an important concept that I decided to share my interpretation of it with the membership with the hopes that it will hit home to everyone on some level.

So what is the first principle? It is simply this...take 100% responsibility of your life! Each of us has the power to take control of where our life goes—always. Don’t get me wrong, I am not saying we have control over the events of the universe, what I am saying is that we have control over how we respond to the events of the universe! Our nation’s economy is struggling. That is a fact, but how we react to it is a choice. We can close our doors and run with our tail between our legs, or we can choose to change our response to the state of the economy. One of my favorite parts of the first chapter in “The success Principles” mentions the AA program…AA says that “if you keep on doing what you’ve always done, you’ll keep on getting what you’ve always got”. So if you are struggling, but keep on doing what you have always done (i.e. marketing the way you have always marketed) and it isn’t working, don’t blame the economy—Take responsibility. Change your response to the event to get a different outcome. Look around…there are photographers in the U.S. living with the same economic forces that are still highly successful. There is absolutely no reason why it can’t be you.

So tomorrow when you wake up you will have a choice. You can wake up in a good mood, or you can wake up in a bad mood. You can be nice, or you can be mean. You can be depressed about the economy or you can choose to look for new ways to be successful. What is that silly little saying “if you get lemons, then make some lemonade”!

Darren Stevenson - Creativity and your Business September 2009

Naturally, as a photographer, you are likely a very creative person. Our Message from the Board this month is written by Darren Stevenson, Treasurer, and challenges each of us to be equally as creative in running our business as we are in creating our images.

What Does Creativity Mean To You and Your Business?

Naturally, as a photographer, you are likely a very creative person. Your talent may be visualizing a moment that doesn’t yet exist, fabricating it, carefully lighting it, and finally capturing it. Alternatively, you may have a talent for spying life’s fleeting moments and knowing when and how to release the shutter to preserve the energy and emotion that existed during that moment and only that moment.

Regardless of where along this continuum you are, the creativity you employ to be a successful photographer is the foundation upon which you build your talents. The question I challenge you to ask yourself is “Am I as creative in all aspects of running my business as I am in creating my images?”

What follows is a list of six things you can do right now to exercise your creativity muscle in areas of photography, business, networking, and publicity.

• Take a photo of something you have never photographed. It is all too easy to have a very narrow scope when defining what ‘kind’ of photographer you are. “I am a wedding photographer” or “I am a portrait photographer”. So the question I ask you is when was the last time you photographed something for the very first time? Of course in our competitive industry many of the most successful photographers are specialists, not generalists. That being said, however, these same people often have personal portfolios chock full of images well outside their established genre. Do something new, different, or for the first time and watch your creativity meter jump a few ticks.

• Find a creative way to generate publicity for your brand. Regardless of the economy, some things are harder to spend money on than others. One of the more difficult expenditures to make is on publicity yet being visible and on the minds of your prospects is invaluable. Brainstorm no cost ways to creatively stay in front of the people that are the lifeblood to your business. One example that worked great for me was free portraits on top of Camelback Mountain. I carried a portable studio setup to the top, set up shop, and offered free portraits. Of course I only gave them very small watermarked images for free. What did I get? I added 150 email addresses to my contact database, received multiple print sales, signed one corporate contract, and had thousands of people see my name on the watermarked images posted to sites like Facebook by the recipients.

• Utilize the many social media tools available to expand your network. Are you on Facebook? Linked-In? FastPitch? Merchant Circle? Twitter? Blogger? Plaxo? Flickr? The list goes on and on and on and most of them are free. Have you taken the initiative to add yourself to the many free online business listings like the YellowPages, DexKnows, and Google Business Listing? Now more than ever it is critical to make it EASY for customers to do business with you and it all starts by making it easy to be FOUND by the people in need your services. You don’t have to be an expert in search engine optimization to begin strengthening your online presence.

• Social media is great, but are you also networking in person? Join a networking group. Attend networking events. With just a wee little bit of research you will soon see how very many networking groups and events there are! Get out there and shake some hands – technology tools have not yet replaced looking someone straight in the eyes and giving them a firm handshake. I started networking 18 months ago and have added 600 contacts to my database that now get my newsletter every month. That’s 600 people whose undivided attention I have as a photographer that you don’t! You can do that too – even if you are shy my advice is simply “get over yourself and get out there”.

• Use tools other than your primary camera to take photographs. I was recently in a photographic rut and didn’t even know it until I started taking photos with my cell phone. Despite the incredible advances in cell phone technology the cameras in them are pretty basic compared to your DSLR; push button, get photo. Using this tool has forced me to start seeing the world in front of me for what it is and not what I could make it into using studio strobes and fancy camera techniques. I don’t worry about adding fill light or adjusting exposure compensation or anything else except composition. As a result I have expanded my ‘eye’ and have even added multiple galleries to my portfolio of images created with my phone. Do more with less and feel good about it!

• Study great photographers, artists, writers, or musicians. Studying artistic masters is a great inspiration and by ‘study’ I certainly do not mean and arduous intellectual discovery of abstract intellectual concepts. Let me give two simple examples; one obvious and one not so obvious. The first is I have found and friended amazing photographers on Flickr. Flickr in turn adds the latest greatest images from these photographers right to my home page creating an instant and steady flow of amazing images to inspire me. The second is music. Personally I am very moved by music and have goaled myself to inspire people as much with my photography as I am inspired by music.

The important take-away here is that as a photographer you have inside you a great abundance of creativity and, like a muscle, the more you exercise it the stronger it gets. Heck, even Albert Einstein was quoted as saying that creativity is more important than knowledge. So, with that knowledge, use your creativity with reckless abandon in all aspects of your photography, your business, and your life – you and the world will be better for it.