If you want to engage, pique curiosity and connect emotionally with your clients, you will need an effective about page. And unfortunately for photographers, images do not define you. Images are merely an extension of you and the shutter button.

What I’m talking about is creating bridges with clients. The more bridges you have, the more in tune you will be with them. I summarized 7 ways how you can do that.

1. Promote Transparency

We always hear the same pitch – sell yourself, not your images – but what the heck does that actually mean?

To be honest, it’s quite a complex issue and I can talk for hours on this alone. However, I’m going to skip the elaboration (unless you’re attending the startup-strategy seminar) and get to some quick solutions. Being transparent means that you define yourself – interests, hobbies, likes, dislikes, etc. This is the reason why I always have a P.S. after every post and Jasmine Star has her Kisses / Disses.

The more things people know about you, the more they can relate with you.

When I was doing my SEO / Online Tactics tour last year, I met Sheryll Lynne from Salt Lake City and we talked about transparency. She shared with me an interesting story.

After she removed her original about section of “I graduated from (this photography school) and have been shooting for (x) number of years…” and changed it to “I’m a Sagittarius…Cupcakes. I love them…” she saw a difference in her inquiries.

Some future inquiries started with, “Hi Sheryll! I’m a Sagittarius too!! Are you available on xx-xx-xx to shoot my wedding?”

What just happened? Common ground. Bridge. Connection. Call it whatever you want. The more of them, the more likely you’ll be able to connect with your clients and vice versa.

…and I love ketchup.

2. Avoid Itemization of Self Worth

Okay, so transparency sounds simple enough? Well, not really. There’s transparency and there’s transparency with finesse.

In a previous article – 3 Reasons Why You Should Not Post Your Rates Online (Item #2) – I talked about itemization of services. Well, it goes equal here. Stop it.

Many people still write that “I picked up a camera since a toddler and have been shooting weddings for over 6 years!” Former – great, but who hasn’t? Latter – itemization of self worth.

Let’s say that a regular consumer saw that you’ve been shooting for 6 years and compared you to Jane (your pretend competitor) who has been shooting for 12 years. Mental shortcut – Jane is twice as experienced. As a result, you lose the opportunity to even prove that you’re a worthy choice.

Doesn’t mean the latter is better than the former, so give yourself that fighting chance by avoiding itemization.

3. Transparency Through Photographs

Don’t deny it. Whom of you do not have a photograph of yourself on your about section? Raise your hand. And a picture with you behind a big camera / lens does not count too…seems Cyclops-like.

1. Get a lovely mug of yourself! There are loads of photographers who would be willing to do it for you too. Comment below saying, “I NEED A PROFILE PICTURE, PLEASE!”
2. Take photographs of yourself at the wedding.

The latter speaks volumes – of how your work, dress, look, appear, etc. Here’s one of me in Jamaica risking my camera gear in a raging river (Ocho Rios).

So no more pictures of your wedding clients, pets, seniors, etc. This goes equal for Twitter avatars…seriously, did I just tweet to a dog or flower? Just kidding

4. Position of Difference

I think this one is self-explanatory. Bottom line question is – why should I hire you instead of x, y, z? Jeff and I will go into extensive detail via @startupstrategy seminar.

5. Contact Information

I know, that’s what the contact button is for. Nevertheless, put your contact information there too INCLUDING where you are based.

“I am based in Miami, but open to shooting worldwide – especially Sri Lanka.” Or something like that.

6. Encourage Inquiry

Assuming you have a polished about page now, and clients love you for you, what’s next? Encourage them to inquire. So at the very bottom of your about page, instruct them to contact you.

“So, let’s chat! Coffee, tea, skype, lunch, email or old fashioned phone call. Click HERE!”

7. Being Authentic

Jeff Jochum (my “pard’ner” for Startup Strategy) released a short clip about authenticity.

What I want you to do now…

• If this article tickled you in the right way, please share it with the Retweet button below or via Facebook.
• Comment below your favorite ADULT drink because that promotes transparency, thus common interests.
• If you need a new profile image, comment below with your location and email as I’m sure someone will help!

Meep,

Lawrence Chan

P.S. Ya’ll know that I love tofu, but there is one type that I forbid touching my mouth. Stinky tofu. Yeah, it’s called that – no joke.

P.P.S. Many people emailed asking to join Startup Strategy’s August workshop, but due our full occupancy, Jeff and I can only stuff so many people in a conference room.

However, we are planning an “SS Hor D’oeuvres Hour” where everyone’s invited to drink and be merry!
http://www.facebook.com/event.php?eid=146996525316859

August 4 · 6:00pm – 8:00pm

Irvine Hilton
18800 MacArthur Blvd.
Irvine, CA

You can talk to the other attendees, us and our…secret panel.

I know it’s last minute notice, but I will be speaking this Thursday at OC SmugMug meeting!

Date: 04-22-10 at 7pm
Topic: Understanding Your Target Audience
Address: Mesa Verde Country Club
3000 Club House Road
Costa Mesa, CA 92626

In marketing, before any product or service is promoted, we need to understand the target audience. This will help greatly when creating an advertising campaign. Otherwise, you’re just shooting in the dark…with a water pistol.

The presentation is open to everyone! Do come please! My greatest fear is an empty room, so please oblige. I’m going against my own rule of speaking in large rooms (largest yet).

Sincerely,

Lawrence Chan

P.S. For those wondering if it’d be the same as LA, SD or Cypress’s presentation, not entirely. Plus, I am bringing candy…for your brains.

Tweet:
See Lawrence Chan @tofurious this Thursday at OC Smug – http://bit.ly/bk8c8P!

Last Friday, Greg Bumatay invited me to speak at Cypress College amongst some of industry’s greats. I was very flattered.

I do not speak publicly very often. One of my greatest fears is an empty room. Some supporters promised to come to calm my nerves – thanks Julie, Rob, Jesse, and a few others.

By 2:00pm, people were virtually leaking out the door. Granted, the room’s capacity was only 30, but for that 1.5 hours I felt almost as popular as Jasmine Star. Put me in the lecture hall and this scene would look completely different.

**Note to self: always speak in small rooms.

I want to extend my gratitude for everyone who came despite the sauna-like room. If anyone needed clarification or had questions, feel free to comment below.

Aforementioned images courtesy of Greg Bumatay.

Also, I realized that I do not have a handsome JD to help photograph the event, so if anyone has pictures, I’d love to post them up. Twitter or comment below with jpg link – thanks!

Hope you all had a splendid weekend,

Lawrence Chan

P.S. So who bought an iPad? Fad / rad?

P.P.S. I have an iPad and I go to bed with it.

P.P.P.S. A couple of second shooter jobs went up this weekend on the job board!

Okay, the nationwide SEO workshop was a big success! I understand that many of you could not make it, which is why I have the instant download DVDs available soon.

I mentioned that the videos will be ready December 1st, but I have to postpone it to Thursday 12pm PST (December 3rd) because I am filming a few more videos to add to the series.

Check out the samples; I’m confident you all will like them!

SEO Volume I and II = 19 VIDEOS
Virtually every nugget of knowledge I have about SEO is all video recorded with easy to follow instructions

Subscribe to the following email list to download one of the videos! It is SEO 101 about Google PageRank (PR) and how it works.

Blogging Techniques = 36 VIDEOS
Learn how I convert my traffic into inquiries

Read the sample blogging techniques I shared on [b]school’s webinar here.

Questions?

I imagine that there will be questions about the DVDs, so ask away. You can contact me at any medium that you feel most comfortable with:

Email
tofulawrence@gmail.com

Comment
below

Twitter
@tofurious

Facebook
www.facebook.com/tofurious

Cell Phone
(626) 872-4095 – text or call (leave msg if I miss call)

I will address all of the concerns in a video in the next couple of days. I want to make sure that everything is ironed out before the sale date on December 3rd.

Cheers,

Lawrence Chan

P.S. I’m not a vegetarian anymore (was for about 5 years though), but I love tofu more than anything else. That’s why when I saw that Jasmine Star and Lauren Hillary were eating tofurkey, I smacked my forehead – why didn’t I get that?! Instead, I passed on the turkey this year and had Chinese food. Keep in mind that I’ve never seen or had a tofurkey before, so all I can imagine right now is a golden brown block of tofu. Am I right? I’m pretty sure not. Either way, I’m salivating…

How do you market your business? There are many ways to market yourself, but you can read about how I did it below.

Two months ago, I had the privilege of sharing what I had learned about strategic online marketing with many photographers ranging from top 10 in the world to those with less than 10 months in business.

My workshop focused on two items:

1. SEO (Search Engine Optimization) – being found on Google
2. Blogging Techniques – converting traffic into inquiries (examples)

Reasons Why I Chose SEO

The traditional form of advertisement (word of mouth) is only effective amongst the current client base. Outside that circle of influence, there is a large audience that is untapped. The goal is to be found by those who do not know you.

Why This?

There is probably a ton of options out there all claiming to be SEO experts, but when it all boils down, I can prove it with my inquiries and online ranking. Plus, it’s more than just SEO that makes a sale.

Being found is only half of the battle. The rest is strategic marketing (sample) through blogging, which will convert traffic into clients.

Some Testimonials

I didn’t have the chance to put together everyone’s testimonials, so it’s incomplete and a bit scattered.

Lots Of My Heroes

Aaron Dieppa, Becker, Ann Hamilton

Jasmine Star

Gene Higa, Keats Elliot, Catherine Hall

Dane Sanders

Sara France, Jose Villa

Mike Colon

Robert Evans, Doug Boutwell, Shaun Austin, Peter Garr, and more…

Catherine Hall

Tiffany Fosnight (Adeline & Grace Photography)

Doug Boutwell (Totally Rad Actions)

Kameron & Lyndsay (Shooting Gallery)

Kara Schultz

If Interested…

There will be a digital download coming very very soon so subscribe!

1. SEO Volume I and Volume II
2. Blogging Techniques (sample)

Invest into your business by arming yourself with new marketing strategies (auspiciously for the new year).

Sincerely,

Lawrence Chan

P.S. If there is one thing you could get for XMAS, what would it be? My Honda Civic is looking a bit bleh… Hmmm…

Yesterday, Becker graced me with an opportunity to speak at the [b] school Study Hall. The topic was on effective blogging techniques.

I can relate.

• blogging is not that fun
• blogging is time consuming
• why blog? do people even read it?
• how do I validate it being useful? based on number of comments?

Don’t worry. Blog for the sake of blogging. Do it for yourself. But I admit, there are ways to do it more effectively. And over the years, I have been honing this skill and have booked many weddings from it.

Coffee Tour Shared Blogging Techniques

Just a couple of months ago, I went to 13 cities to have coffee with photographers and shared some blogging techniques that I use to book weddings. They are simple things that everyone can do and that will dramatically bring in business.

Think For Your Readers

A lot of times, I hate to admit it myself, it is easier being told what to do rather than to think for ourselves (so pat yourselves on the back – business owners). Even Apple’s Senior Product Innovator said, “At Apple, we like to give our customers features they do not realize they want yet.”

Interesting.

Think about it – a normal photographer’s blog post consists of a short little intro, then a whole slew of images including detail, preparation, bridal portraits, ceremony, couple portraits, kids, reception…and the list continues. At the very bottom of every post, a client has a few options:

1. comment on the blog post (highly unlikely)
2. scroll all the way back up to find a contact button
3. leave the website

In this age of instant information, it’s difficult to expect a reader to know what to do next. Rather, give them options that are seemingly the next steps. After one reads the blog post, I give two choices:

1. view portfolio
2. contact me

Look at Chenin Boutwell‘s blog as an example.

Write Compelling Blog Post Titles

When you have interesting titles, people are more inclined to read them. Let me give you some examples.

1. I Guess Jasmine Star is Making Me Lasagna
2. 3 Steps to Marketing an Idea
3. What Makes A Successful Photography Business?
4. Drinking Too Much Milk Leads To…A Funny Story

Here is an idea for children photographers – “Not Funny – Baby Puked On Me”

Want more ideas? I subscribe to Anthropologie‘s newsletter for inspiration. If you want to subscribe to mine, it’s here.

Transparency

Transparency is what Becker likes to say, “being real.” It’s extending yourself onto the web. Talk about yourself! Good examples would be Becker‘s public love for poker and Jasmine Star‘s kisses and disses.

When clients look at your website, they can connect with you. Remember that you are selling yourself, not your images. To an untrained eye (let’s say most of our clients), all of the photos look the same. Be different.

One last example, consider Perez Hilton and TMZ. Perez Hilton is just as successful (if not more) as one person versus a whole company delivering the same news. Why? He injects his personality and opinions.

So talk about your favorite foods once in a while. Yes, people do read about it.

Write Reviews

Everyone likes reviews because it is inside perspective on something. To help your clients, review things that pertain to them such as bouquets, or destination weddings vs. local weddings, and etc.

Since the wedding season is winding down, use this opportunity to review wedding venues you’ve photographed or all of the different types of bouquets you’ve seen in terms of style and fashion.

Here is a review I did for Contiki Holiday‘s European Tour.

As a result, they published my video on their website and will use my pictures for their 2010 marketing materials!

Thank You

I appreciate everyone who tuned in – there was 594 people who signed on! Nice!

So what are your thoughts? I know many of you are already using the techniques! Give a shout out!

Cheers,

Lawrence Chan

P.S. I just bought a 26″ LED monitor from Costco for my workspace. SO. MUCH. DESKTOP.

UPDATE: The Tofurious SEO workshops are now available!

Please click on the following image to proceed, but I still highly recommend that you to read the content of this blog post first

How can I put this? The past few days have been an inspiration overload. If you followed me on twitter (@tofurious) or are on my mailing list, then you would have an idea of my recent events.

On Saturday, a good buddy – Candice Cunningham of Camera Slingers – phoned me up to see if she could use my photo booth of which I gladly obliged. In the midst of our chitchat, she asked if I was going to Skip’s Summer School. Having just come back from a 6-week vacation in Europe, I had no idea what she was talking about.

Nevertheless, I whimsically decided to book my room! To be honest, I don’t need a reason to go to Vegas…

While in Vegas, I finally had the opportunity to meet so many of the people I’ve only talked to via Twitter or Facebook. It was great to finally see them face to face. In addition, I also listened to a good number of panel speakers.

Camera Slinger Party

After being pumped with loads of information, I decided to take a respite on Tuesday and help Candice set up her Camera Slinger party. My role was simple –

• set up my photo booth (which I understood as being a total hit into the wee hours of the night – 5am?)
• wire up the 1000-watt acoustic entertainment system – good pick by Aung and Jessica Conroy

While waiting for some supplies to finish the photo booth, I got a lot of quality time to hang around the suite. Julie and I spent most of our time chatting with Sarah Bergeron and Christy from Bay Photo Lab, whom were super fun to talk to.

By 11:30pm, I got the sound system to fill the veranda with Lady Gaga and the photo booth to glow brightly in the corner. People were trickling in and helping themselves to what seemed like an endless flow of alcohol (served by bartender and photographer – Aung Aung). I didn’t want to leave because the party just got started! Nevertheless, Julie and I hopped into my vehicle and we headed straight home.

Jasmine Star Is Quite Amazing

Okay, the title is clichéd, but not really. Jasmine is a phenomenal photographer and blogger; we all know that. But to what degree of how amazing, I only found out when we sat down and talked for three hours.

The very next morning after coming home from Vegas, I was tired but totally excited about meeting Jasmine Star! I started my morning by going to Starbucks and getting tea for the both of us. I specifically got the “Calm” tea, which was something I really needed.

For the next three hours, we talked about SEO, blogging and business. Jasmine has such a brilliant mind. When I got to the topic of blogging tips and visual strategies, I could almost see the gears in Jasmine’s head turning like clockwork.

After every strategy coupled with concurring nods from Jasmine, I wanted to give her a high five!

Like this video? Embed it into your own blog / forum:

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Tofurious SEO Workshop Debuts Next Week!

If you were on the mailing list, then you would know that the sale for Orange County is on Tuesday of next week. If you are a B-School member, Becker got you all special access through a password-protected site one day before the public can reserve seats.

MEMBERS: Page will go out on Monday morning, so wait for email blast or something I am still in SF so I won’t have time to make the page until that Sunday night.

Cheers,

Lawrence
P.S. I am currently in San Francisco and I love it here!

Hello everyone,

As you might know, I am leaving for Europe for six weeks. If it piques your interest, read the following article for all of the countries I am visiting! I will try to tweet / post here and there, but know that I undergo great lengths to find a cyber cafe to say “hello!”

subscribe | follow @tofurious

FOOD FOR THOUGHT: Did you know that Tofurious started a WordPress blog in February 2009?

I am not saying that I am an expert blogger, but I’ve learned a thing or two over the years. And most of my knowledge was acquired by observing successful bloggers (especially those within our own photography industry). So the first step toward becoming an effective blogger is to…

Observe Successful Bloggers

I use the word “successful” loosely, but what I really mean is “effective” [bloggers]. Just like photography, we study images that “work” and with time create our own styles. I will be listing a number of blogs that I have learned from, but it does not limit them to only that trait.

Interview Someone

When I think of interviews, I immediately think of Jules Bianchi’s Cafe; interviews by her lovely sister Joy – @joybianchibrown. Using the informality of coffee breaks, Jules interviews various industry leaders at Jules Cafe.

What does this establish?

• It creates a relationship between the interviewer and interviewee
• The interviewee will promote said interview, thus promoting the interviewer
• Creates community

This is a good way for both parties to promote each other. Additionally, the interview will provide good content for readers, which is sort of the point. So…try to get interviewed, or interview someone (like me)! No one has interviewed me yet and it makes me sad.

Twitter

If you do not have twitter, go to www.twitter.com and register for an account. After that, follow @tofurious (that’s me) hehe!

Zack Arias @zarias recently wrote an interesting article about Twitter and “Six Degrees” of separation.

…helped the photography industry build community. Both virtual and real. Twitter is a key to my marketing plans over the next year but beyond that, it keeps me in touch with so many people that I would normally fall out of touch with due to time or distance. Not to mention how many new friends I have thanks to social networking.

In a nutshell, Twitter allows for a number of things, but not limited to what’s listed below:

• Follow activities of people through an instant feed of 140 characters
• You can connect with others
• Others can connect with you
• Spreading of ideas through #, RT, etc.

Less Is More

Jose Villa is the epitome of “less.” I was given the great pleasure of designing his new blog (not public yet) recently and his ideas truly inspired me. As a search engine specialist, I kept pushing for certain elements for his blog, but Jose dimissed them all. And I admire him for that.

So how does this apply to us photographers? Vu Bui once told me over breakfast that he discourages people to post more than 10 images on their blogs.

Vu preached that everyone has the same images over and over again. So rather than creating the same sink hole of bandwidth-sucking blog posts, post only 10 images that would knock the socks off of viewers. After that, post your 100+ images in a slideshow or something.

Jose uses minimalism in his photography artwork. He is, after all, one of the “Top 10 Wedding Photographers” in the world, so he is doing something right.

Transparency

I once asked Aaron Dieppa about something in his personal life, which I read on his website. “It’s something private, but it’s cool that you shared it.”

“Yeah, I believe in transparency. I want my clients to know me for me,” responded Aaron.

I had this similar conversation with [B]ecker and his poker aspirations. He and Jessica Claire are the only two people I know that post publicly their love for poker on their business websites.

Does this help / harm them? It’s relative. However, I believe that it helps them more than anything. By posting about one’s personal life, viewers can get to know the blogger on a personal level.

How does this apply to photographers? Brides have booked me [and the aforementioned] to shoot various weddings without even meeting in person. Great, isn’t it? Brides do this because they already have this informal / personal relationship with us. Before they even email or call us, they already have a good feeling how we operate as professionals and as regular individuals.

Take away the occupational titles, we are just humans. And humans like
to connect with other humans. We build bridges through common grounds, so express them!

Consistency

Have you ever read a blog post by Jasmine Star? She is one of the most eloquent writers I know [of]. (I hope to change “know of” to just “know” because I hear she is a fabulous person). All of Jasmine’s articles are like tiny excerpts of her clients’s lives.

Rather than telling a story only with pictures, Jasmine precedes it with a text-based story. And she consistently delivers every time!

So how does this apply? If you are consistent with a certain style, readers will expect it over time. However, I am not saying that you should not try new things. Just imagine cooking… Always bake your delicious cookies at the same temperature, but try throwing in raisins or chocolate chips to spice things up!

Cheers,

Lawrence

P.S. Transparency: I tried getting a pedicure for the first time on Wednesday. I liked it! I even got my eyebrows waxed. I liked that too! I think I will be visiting this one salon quite often now. By chance, you might bump into me

Honey Nail Spa – they ROCK

626-844-7299

563 S. Lake Avenue
Pasadena, CA 91101