I doubt it [...]]]> There is a specific Starbucks in Pasadena that I absolutely adore. I go there all of the time. In fact, there are many closer … much closer … but I still drive the extra miles because they know my name, my favorite drink and tidbits about me. They make me feel special.

I doubt it was the baristas’ intentions to befriend me, but we just happened to kick it off nicely. With increasing competition (especially in the photography industry), it’s more and more important to humanize your brand.

And one of the pioneers in creating this type of human connection, even online, is Jasmine Star, whom I find to be the cat’s pajamas.

Jasmine is hosting a 12-city tour called TheFIX. An FAQ can be found here.

February 27, 2012 – Phoenix, Arizona
February 29, 2012 – Dallas, Texas
March 02, 2012 – Miami, Florida
March 05, 2012 – Atlanta, Georgia
March 06, 2012 – Nashville, Tennessee
March 08, 2012 – Washington DC
March 09, 2012 – New York City, New York
March 12, 2012 – Boston, Massachusetts
March 14, 2012 – Chicago, Illinois
March 16, 2012 – Denver, Colorado
March 19, 2012 – San Francisco, California
March 20, 2012 – Los Angeles, California

You could [listen to] a podcast [or read a book], but it’s not the same as being there.
– Zach Gray

I’ve exchanged emails and text messages with Jasmine, but it’s not the same as playing Rock-Paper-Scissors for a P.F. Chang’s lunch bill. Her magnetic and quirky personality is something that can only be fully experienced in person.

Hope you all get a chance to enjoy her warm aura,

Lawrence Chan

P.S. I’ve attended a number of seminars and found the Q/A part to be equally rewarding (and sometimes too short). Not only does Jasmine have a Q/A session, she even integrated an open discussion section after the break.

For me, I’ve been catching up on television shows. I’m know that I’m a late bloomer for the following, but I’m all done! [...]]]> Happy new year! This is my first post of 2012. I hope your new year is starting out with lots of love and surprises. We can never get enough of those.

For me, I’ve been catching up on television shows. I’m know that I’m a late bloomer for the following, but I’m all done!

I’ve been obsessed with Mad Men. While many might enjoy the scandals, I love their depiction of history and its discussion of marketing and advertising.

I’m usually a martini guy, but I even ventured to try an Old Fashioned at a recent lunch. Ah, change!

Anyway, Sex and the City is another winner. I even streamed the first movie on YouTube Movies because I couldn’t wait for the franchise to share it on Netflix (if ever). I wish they were all my BFFs. They would talk about shoes, men and love while I sit and giggle.

One commonality about these two television shows share is that they showcase realistic flaws behind perfect demeanors. We are not perfect. One of my flaws? I eat an insane amount of chocolate.

Jasmine Star Exposed

Last week, my issue of Exposed arrived along with a box of See’s Candies. Like a teen flipping through Tiger Beat, I devoured both with great excitement.

Jasmine Star recently debuted her self-published magazine Exposed, which detailed the beautiful, ugly and fugly facts about her journey starting a new photography business. Despite all of the cow poo she went through, Jasmine still succeeded. I’m so proud of her.

More importantly, what’s really awesome about this magazine is that, although it is a nice compilation of her anecdotes, various sections end with applicable lessons — like how to make a couple comfortable in front of the camera. Really useful tips!

Read Jasmine’s blog.

New Journeys

How will you start your new journey? A new year is a new start. Let’s have some fun. And try not to worry about falling / failing. It’s all part of the adventure. Failure isn’t fatal.

Sending you lots of hugs,

Lawrence Chan

P.S. Boom! I thought I was the only clever person to take pictures of San Francisco’s new year at Treasure Island. Ha. What a foolish thought … there was a ton of people already there way before me.

I was lucky that one SF peep shared his parking space with me (fitted two cars in one spot). Good thing our cars were petite … unlike the dinner I had moments before.

The allure of social media is strong. We’re now able to connect with clients and build exposure without having the expensive costs of traditional marketing. Unfortunately, there are so many social media options out there … and the number [...]]]> So, you have a Facebook Page, Twitter account, blog and maybe a YouTube channel. What’s next?

The allure of social media is strong. We’re now able to connect with clients and build exposure without having the expensive costs of traditional marketing. Unfortunately, there are so many social media options out there … and the number is increasing.

If you’re like me, I like to maximize my time and effort. I simply want to know what works best — creating quality content to build lasting relationships and establish a strong position in your market.

Achieve perfect exposure for your photography business with a well-considered social media marketing program. Use these online engagement tools to explore your customers’ wants and needs, likes and aversions, decision triggers, and more, and earn brand advocates by delivering images, tips and insider information that makes them swoon.

Lawrence’s comic wit coupled with marketing expertise takes you behind the scenes to understand how to reach your market …

This book is a must read for those that want to tap into the formula for converting “looky-loos” into paying clients who [then] turn into evangelists for your brand, business or cause.

– Chris Holt

• Develop a strong marketing strategy to achieve your business goals
• Zoom in on your best customers and most promising prospects
• Explore the pros and cons of specific social media channels
• Understand the vital skill of listening
• Find out how and why to promote the luxury angle of photography
• Discover how to inspire brand evangelists through social media
• Learn important survival tips for your social media program

In addition to the powerful strategies illustrated in this book, I was fortunate enough to have friends in the industry — Kenny Kim, Zach and Jody Gray, Jerry Ghionis, Becker, Jasmine Star, Catherine Hall, and Grace Ormonde — whom offered valuable advices through different perspectives.

Bulletproofing Efforts

We all know how fast social media changes. Remember MySpace? Social media are platforms. Although some have advantages over others, the strategies are virtually the same.

Understanding this concern — what if I build up my Facebook following and it one day collapses? — I dedicated an entire chapter to methods in securing your digital space in the event of a change of mediums.

Many of the successes I’ve had this far in the short time I’ve been in business I attribute largely to the marketing strategies and knowledge I’ve gained from reading Lawrence’s Tofurious blog and most recently the Social Media Marketing for Digital Photographers book.

After reading it you will undoubtedly think differently about how you market your business and your business will in turn be better for it.

– Arleth G Photography

Read The Introduction

Download the Introduction (PDF) to see if you like the writing style. Read a few blog posts to see if you like the content.

Lawrence outlines the way photographers can create an avid following and attract potential clients using the tools such as Facebook, Linked In and Twitter. Using his signature dry sense of humor, Lawrence uses examples of well known brands and provides parallels on how a digital photographer can apply these marketing strategies to their own businesses.

I picked up many valuable tips to use in my own business as well as insights on my own motivations as a consumer. I’ll for sure be re-reading this one a few times so I don’t miss any nuggets of wisdom.

– Hanssie Trainor

Where to Get It

Amazon, Barnes, Walmart and other retailers all carry the book in stock. However, I’m a fan of Kindle, so all of my books go through them. Alas, the Kindle version is still be converted, so hard copy for now.

Lawrence has a very unique and keen insight on consumer habits, and does a great job of guiding the reader on how to utilize social media as an effective marketing strategy for growing your business.

If you’re like me and have wondered how to do this, then this material will probably be just what is going to help you, and educate you on how it all works. I was very impressed by his ability to allow us to see “behind the curtain” and understand the mechanism that motivates consumer habits, human behavior, and how to use it to attract quality clientele. Big thumbs up!

– Tauran Woo

Sincerely,

Lawrence Chan

P.S. I’m working on a surprise for those who leave a nice comment on Amazon. I believe in positive reinforcement

From my perspective: If photographers were “Jedis” and marketing the “lightsaber,” Lawrence Chan [would] be Qui-Gon Jinn whom with maverick and unconventional methods will teach us the proper use of the (marketing) “force.”

– Gabriel Mora

P.P.S. I spent about seven months working with a talented team to put this book together. A lot of blood, sweat, brain juice went into this. I’m really really really proud of this. Hope you all feel the same way.

P.P.P.S. Digital iBook, Kindle, Nook, etc. formats coming soon. Wiley Press is still in the process of converting it over. I’m anxious myself.

Let’s say that Lady Gaga was getting married. Gaga picked three photographers she really liked, you included. Her time is valuable, so she invites all three [...]]]> Preface: this is a long post, but worth reading. I was watching Creative Live with Jasmine Star and was inspired to write this post. Her credit is below.

Let’s say that Lady Gaga was getting married. Gaga picked three photographers she really liked, you included. Her time is valuable, so she invites all three photographers to sit in her mansion for a simultaneous interview.

She says in a poetic voice, “Each of you have two minutes. Tell me why I should hire you.”

So, why you?

If you don’t like Lady Gaga, pretend it’s the Queen of England or whoever you fancy to photograph.

Why is Your Brand Important?

Customers are offered a myriad number of choices. With choices, you need differentiators to stand out. Otherwise, if we compete solely as a photography service, we quickly become a commodity. To avoid that, your brand will help you compete aside from price alone.

We’re in the people business serving coffee, not the coffee business serving people..

Howard Schultz
Pioneer and Chairman of Starbucks

Notice how Schultz did not commoditize his business?

Brands communicate how we see ourselves. Through brand association, we belong to a larger group that defines more than just us. Gloria Vanderbilt was one of the pioneers in branding for jeans. She had her name embossed in script on the back pocket, as well as her swan logo. Now we have other clothing companies that do the same – True Religion, Juicy Couture and etc.

Brands are Categories

According to The 22 Immutable Laws of Marketing, the goal in commerce is to be first in customers’ minds; not necessarily best.

I mentioned in a previous article about being first rather than best –

Anyone know of Buzz Aldrin? He was the second person to step on the moon. We don’t remember him because it was Armstrong who registered first in our minds. I’ll give you some more examples using beer / ale since I’m a huge fan.

• Jamaican Beer – Red Stripe
• English Ale – Newcastle
• Dutch Beer – Heineken
• Belgian Ale – Fat Tire

The list goes on… So according to Al Ries and Jack Trout – positioning as a leader requires one to brand first in said category. Otherwise, create a new [sub] category.

So even if you create the best tasting imported English Ale, you will never beat Newcastle. So create a new category such as the first Imported English Light Ale.

Here’s another example – mustard. Since the mustard market was already taken, Grey Poupon decided to become the premium mustard. “Premium” became their sub-category.

How It Applies To You

Just as how no other brand can take the place of America’s Steak Sauce – A1 Sauce – you can’t take the place of someone else’s. In a previous article, I wrote –

Let’s think wedding photography – who was the first person to burn a bride’s dress? John Michael Cooper. Let’s say that I were to burn 20 dresses tomorrow for a shoot, but who’s going to be remembered? John Michael Cooper. In fact, I will only reinforce his name by doing what he already did.

So ultimately, you have to create a new category [if you can't be the first to brand it].

Loophole

Since most photographers are not aiming for a worldwide awareness, branding just for that one bride will suffice.

So as long as that bride will know you as the (blank) photographer, you’re always going to be remembered that way. Ultimately, there can be multiple lifestyle photographers or multiple Anthropologie-like photographers…because Bride A and Bride B and Bride CCC will unlikely cross paths.

Start with these …

Branding is a holistic attachment that we share with the company – relating to our sensors (taste, smell, look, touch, sound).

1. Logo –

Starbucks is focused on the visual branding of its cafes with organic curves and its green and white logo.

2. Color

There is a whole psychology to color and its corresponding mental triggers. For example, red usually means power, impulsively, sexuality or increase of one’s appetite.

3. Tagline

This is what most people struggle with. What words define you?

Jasmine Star mentioned it yesterday on Creative Live (not in verbatim) –

What 3 words define you? And how will the images that you post online reflect it?

It took me weeks to conjure this formula, but I think I have a way to help you define yourself so that your client will know immediately what you represent. What is…

1. One word that defines you – edgy, spirited, casual, destination…
2. One word that defines your photography craft – wedding, lifestyle…
3. One word that defines your target audience – young, chic, modern, luxury, Asian…

Ready? Here’s the formula (feel free to customize it):

I am a [1] [2] photographer for [3] people / couples / brides.
Example: I am a casual wedding photographer for modern couples.

Sacrifice

According to The 22 Immutable Laws of Marketing‘s Law #13 – the Law of Sacrifice is summed up in one line – you have to give up something in order to get something.

In layman’s terms, it means that we need to have focus (cannot be opportunistic). Taking my aforementioned example, “I am a casual wedding photographer for modern couples.” It means that “classical couples” will never hire you. It also means that you can’t shoot pets, seniors, newborns, maternity…and post it on your blog. Ultimately, those images will reflect your brand.

And if there is confusion with your brand, you won’t even get hired for modern couples, let alone weddings and etc.

Conclusion

With focus, you will be clear as to what defines you. So if the next time someone asks, why you? You will be ready.

If you don’t have focus, you run the risk of being part of the ubiquitous mass of photographers trying to shoot anything and everything that pays.

In the end, it’s better that Gaga declines you because of a style she disliked rather than being declined because you weren’t sure of yourself (image of lacking confidence).

What I want you to do now…

• Help others answer, “why you?” by sharing via Retweet or Facebook buttons below.
• Follow and thank @jasminestar for the inspiration.
• Comment and let me know if this post helped you with branding.

Whew that was long,

Lawrence Chan

P.S. I hate to beat the proverbial stick, “what makes you YOU?” or “what makes you unique?” Let’s just say that this is only the beginning. I will elaborate with future posts.

P.P.S. You might be able to tell that I LOVE Lady Gaga (for more than music). Law of Sacrifice – all Gaga non-friends might non-friend me. I hope that’s not the case though. You can bet that I will reference to Gaga more in the future. Love or not, she is an icon to be reckoned with.

P.P.P.S. It took me about two bottles of Fat Tire to write this post. I was thinking…just thinking…since beer gets my brain juice going, maybe we should all have a happy hour hangout. Anyone interested? I think I owe Joel Llacar a beer or vice versa.

P.P.P.P.S. If you want to create a goal with your unique proposition, then read below.

If your unique position is:
I am an edgy wedding photographer for stylish couples.

Then a suggested goal can be:
I want to be known as the edgy(iest) wedding photographer for all stylish couples.

This narrowly focused vision means that you only want to be known as an edgy wedding photographer and don’t want business from anyone who is not edgy. Sounds like shooting yourself on the foot, but there is more than enough business if you’re priced and packaged correctly (more about this soon).

If you feel that it’s too ambitious, limit yourself a bit with specifications – such as …in Los Angeles and Orange County.

My name is [name]. I picked up my first [camera] at age [number]. I have been shooting [type of craft] photography for [x] years! …

[hit snooze button]

Here are 7 ways to have an awesome about section!

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, [...]]]> 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!

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, [...]]]> 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!

I mentioned that the videos will be ready December 1st, but I have to postpone it to Thursday 12pm PST (December 3rd) because I [...]]]> 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

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…

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 [...]]]> 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…