Growing up in Ohio my basketball coach used to drill us non-stop on the basics. So much so that we often wondered when we would actually get to play ball. But once the season started we discovered we were in better condition and better prepared for the season than our competition. We ended up going to State and I’ve never forgotten the importance of having the discipline to work on the basics every week. It is what makes winners.

I suggest that taking time each week to work on your contact database is one of the most basic things that you can do to assure that your business continues to grow. Some of you may be asking, “so what is a contact database?” In the simplest of terms it is a list of all your past clients and all of your prospects. At a minimum it should contain their name, company, title, address, phone and email.

Do you know that 40% of creatives at advertising agencies change jobs each year? 40%! So that great Art Director that you worked with last month may not be there next month. Where did they go? Who took their place?

The average family moves every five years, every three years for those under 30. So for those wedding photographers out there who are interested in developing a long term relationship – the so-called “photographer for life”, you have your work cut out for you as well.

Take the time each week, let’s say Friday mornings from 9:00 am until Noon, to do research and maintenance on your contact list. For prospecting I suggest you do the following:

1. draw four circles on a piece of paper
2. in each of the four circles write down the name of one of your top clients
3. start with one of your circles and write down key aspects about the client such as their industry, their title, who else you met during the project
4. go to your favorite search engine and start researching for other companies in their industry or associated industries, then the names of people with similar titles at those companies

For example, let’s say that my client was Rick Jackson, the Chief Marketing Officer at VMWare. A quick search on Rick Jackson VMWare and I find in his LinkedIn profile that he was in major marketing roles at Borland and BEA. He has recommended two Borland Marketing people in LinkedIn. I’ll send Rick an email to say hello, mentioning that I saw he used to be at Borland and had recommended a few marketing people there, and I was wondering if he might make a few introductions for me. I also notice that VMWare is owned by EMC, so I will ask Rick if there are other people at some of the other brands within EMC that he could also introduce me to.

Within minutes I have identified prospects that I think I can get introductions to from someone that knows me, likes me and can vouch for my work style and professionalism. Repeat this every Friday for a few hours and I guarantee that your business will thrive.

What is it that you want with your business? Write it down on a pice of paper and put it above your computer. Why? Because success requires discipline and discipline often times is simply remembering what you want.

An interview with Mary Virginia Swanson, creative consultant on making and marketing art. Written for our friends at APA National.

MVS:  Today, introducing your work to new audiences or keeping in touch with those whom you’ve met should be consistent in brand identity and intention whether it is in print or via email.  Depending on the market segment you are targeting, using social media such as Facebook and Twitter may be appropriate.  Regardless, your website should be the anchor of your marketing, featuring a tight edit of images, and a clear message, with simple navigation.

Many people think that branding is a logo, a website, and some stationery.  In actuality, branding is the feeling that people have when they come into contact with your business.  It is a combination of your company’s mission statement, core values, principles, philosophies, and reputation.  Your branding identity – the logo, website, etc. – is the imagery that represents your brand.  Branding identity can have a very powerful impact on the emotion of your customers and potential customers.

First Things First

When we are defining our company’s branding identity, we often create a design based on our preferences.  We like red and such our identity becomes a red logo.  Or, the trend color is turquoise and the website becomes turquoise.  The problem with creating branding identity based on these preferences is that it is built on the surface of a business.  This type of identity doesn’t represent what runs deep in our business.

Building Your Brand

Want to build a strong brand that best represents your business?  Sit down and define the following:

• What is your mission statement?
• Who are you?  What is your business about?
• What are you values and your company’s values?
• What do you want to be known for?
• What is your specialty?

From here, work to define the identity that will draw people to your company.  Powerful identity will work to link the customer’s eye with your business inside and out.

Go Beyond Branding Identity

Branding is so much more than your logo, website, and stationery.  It is in the way you answer the phone, the way you dress for a meeting, the way you present your porfolio.  Branding that is carried through all aspects of your business will create a consistent experience for your customer.  It is this consistent experience that makes your brand strong.  These factors are what makes a brand become instantly recognizable and highly valuable.

Wanna learn more?  Visit Sage Wedding Pros’ blog for more on mission statements, values, and branding.

It’s hard to pass up on buying new gear, new equipment.  There is always something cool and cutting edge out there.  And, we feel compelled to keep up with our competition.  We hope this will improve our work, give us something unique to offer the client.  So, we purchase and run with it…. Only for a few months… Until the next big thing.

Guess what?

The client could care less.  Sure – they want quality and they want delivery.  But ultimately, there is only ONE thing the client cares about: YOU!

The client wants to know that you are listening and want to meet his or her needs.

The client wants a RELATIONSHIP.

We all want this.  We all want to know that whomever we hire for whatever we need is listening to what we say.  We take our car to the mechanic.  Do we care what tool he is using to fix the thinga-majigger?  Nope.  All we care about is that he is listening to our needs.  We care that he is trustworthy and dependable and is quoting us a fair price for the work done.  We want to know that he is looking out for our best interest.  I had a mechanic like this when I lived in LA.  I still dream of driving my broken down car 3000 miles cross-country just to have John do the repairs.  Why?  Because I know he listened to me.  And, I trusted him.  And, I liked the guy.  I wanted (and still want) to do business with John.

When you stop to think about this, the client’s needs are quite simple.  The client wants a relationship with YOU.  Sure, your work will impress him.  You bet that she’ll want to know you can deliver.  But ultimately this all boils down to WHO YOU ARE.  Are you listening to him?  Are you helping them?  Are you kind?  Are you trustworthy?  Are you fun?

We are in the business of selling relationship, nothing more.

Wanna learn more?  Visit Sage Wedding Pros’ blog for more on sales to the wedding and event industries.