Do You Have a 30-60-90 Day Plan for Your Photo Business? Part Seven of the 15-Day Tune-Up

It can be a long road to sustainability, but it is a road we must take.Every day.

Wyoming highway. Photo by the author.

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Have you heard of AI?

Yeah, it’s new and nobody is really talking about it… except like every freakin’ minute.

Well, it isn’t going away, although I think the hype may be hitting a plateau.

Nonetheless, there are considerations of generative AI that we must address.

I am a believer in planning, and planning around something that changes nearly daily (have you worked with GPT4o?), you realize that the changes and work have to come from inside you.

I firmly believe you can learn enough to do something moderately well in 20 hours of applied practice and education.

In the book, “The First 20 Hours, author Josh Kaufman makes the case that most people can learn to do something moderately well in 20 hours.

Forget the “10,000 hour rule”... what if it’s possible to learn any new skill in 20 hours or less? — Josh Kaufman

Kaufman learned Yoga, paragliding, photography, video, and windsurfing, among many other activities, in 20 hours of focused learning.

Was he world-class?

Of course not, but he was adequate and could take that point and learn much more about any of those things.

So instead of worrying about what is coming toward us that no amount of worrying can change, I suggest we learn to do more with what we have. And hopefully, stave off a huge challenge by having a more complete skill set.

As a commercial photographer with an array of talents, including Tabletop, Product, Food, Editorial, Lifestyle, Architecture, and Portrait photography - not to mention Motion Graphics and Short-Form Video, the next three months can be a period of substantial growth and refinement for your business.

In the First 30 Days: Laying a Solid Foundation

In the first month, focus on enhancing your foundational skills, particularly in tabletop and product photography, which are essential for attracting premium clients. This could involve enrolling in specialized online courses or local workshops that delve deeper into advanced techniques.

At the same time, updating your portfolio to showcase your latest and greatest work will ensure it resonates with current market trends.

Redesign your marketing materials to reflect your professional skills and unique style clearly, making sure potential clients know exactly what sets you apart.

Additionally, expanding your network is crucial. Try to attend at least two industry-specific events where you can connect with potential clients, such as local restaurants, boutiques, brands, magazines, corporations, and marketing agencies.

Your First Twenty Days: Learn to do something that aligns with photography but you haven’t been doing because you don’t know how.

1. video

2. cinemagraphs or stop motion

3. web design (Wix, Framer, Divi)

4. email marketing

If not for client acquisition, at least for your own marketing.

The Next 60 Days: Amplifying Marketing and Client Acquisition

As you move into the second month and beyond, initiate a targeted social media campaign that highlights your expertise in motion graphics and short-form video.

Platforms like Behance and LinkedIn are perfect for this, helping you reach a wider audience effectively. I am of the mind that Instagram has left us at the station in preference for dancing fluff and extremist crazies.

Start reaching out to potential clients with a personalized pitch that showcases how your unique services can meet their specific needs. Be the Taylor Swift of photographers - take your stuff on the road to your fans, and you will see more results.

Consider partnering with other creatives or brands for a joint project or cross-promotion, which can significantly extend your reach. This can be highly effective for both parties and who doesn’t like a win/win?

Another key action during this period is to gather feedback from past clients. That’s not easy, and it can be humbling, but it is necessary. Call them and ask them three questions:

1. What do you need that I am not currently offering?

2. What are your goals and plans regarding marketing materials going forward?

3. What service would you most be interested in if I offered it?

Be sincere, and authentic. Let them know you want more of their business and are willing to go through some education and training to get it.

The insight will be invaluable in refining your business practices and addressing any areas that need improvement.

Your Second Twenty Days: Learn to do what you do better:

1. advanced Photoshop

2. learn Illustrator if you don’t know how (or InDesign)

3. learn 20 new lighting ideas

4. shoot and edit a story

(I’ll be having another Client Acquisition Class in mid-August.)

In the Final 30 Days: Planning for Future Expansion

The last phase of your 90-day plan should focus on exploring new markets while continuing to diversify your skills.

This might include entering industries that require high-quality visual content, like digital marketing firms, and considering adding complementary skills such as drone photography.

It's also a good time to reassess your financial strategies, examining your pricing structure and operational costs to find opportunities to increase profitability.

Lastly, enhancing your own brand by starting a blog or YouTube channel can share your photographic journey, tips, and behind-the-scenes content, further establishing your reputation as an industry expert.

This structured approach not only helps maximize your current capabilities but also paves the way for future opportunities.

Your Third 20 Days: Learn to Sell

1. take a sales training course

2. hire a sales coach

3. write a script every day

4. practice by making 10 sales calls per day for 10 days

These are heady and confusing days. I see photographers on social media complaining that they haven’t worked in months, while some of the photographers I am working with are working 4-5 days a week.

Attitude plays a part, of course, but it really gets down to what do you want to do and how bad do you want to do it?

So there is a good 30-60-90 day plan already laid out for you.

TL/DR for those of you who are slammed today… heh.

30 Day Plan

• Identify your most profitable services (e.g. product photography, food photography) and focus marketing efforts on those

• Update your website and portfolio to highlight your best work in those areas

• Research potential clients in your area or region that need those services

• Attend 1-2 local networking events to connect with potential clients

• Send introductory emails/mailers to prospective clients highlighting your relevant expertise

60 Day Plan

• Follow up with any leads from networking events and introductory emails

• Offer a discount for new clients to build your customer base

• Explore options for renting a small studio space if needed for larger projects

• Research industry conferences or trade shows to attend and market your services

• Develop relationships with complementary businesses (e.g. graphic designers, marketing agencies) for referrals

90 Day Plan

• Evaluate which marketing efforts have been most successful and double down on those

• Raise rates slightly for new clients to increase revenue

• Attend an industry conference or trade show and collect leads

• Consider hiring a part-time assistant or second shooter for larger projects

• Set income goals for next 6-12 months and adjust the marketing plan accordingly

Identify your most profitable services, market them aggressively to the right clients, and continuously evaluate/adjust your strategy based on what is working best.

Building relationships and a strong network will be critical to sustained growth.

I will be backing off the business stuff for the rest of May.
No worries, I still have lots to say.

When you are ready, here is how I can help you succeed.

Group Mentorship: a small group of photographers who meet to show images, work on their portfolio, and build their businesses with help from a wonderful group. Lifetime membership for one fee.

One-on-one Mentorship: You and me - working together in an intense 6-month push to get you on the way to over $30K in additional revenue. The work we lay down will help you increase and scale your business for years ahead.

And the upcoming P52 one-year masterclass.

Now, for Premium Members, Part Seven of the Fifteen Day Photo Business Tune Up.