A little over a year ago, frustrated with the economy and spending a lot of time talking to photographers who were finding new ways to “fight the battle”, I started my own campaign: Just because the media says it’s going to be a bad year, doesn’t mean it has to be! 

Well, here we are a year later and while the government would like us to think we’re headed for recovery, it’s sure hard to see.  The challenges for families in the Gulf, unemployment, health care and home foreclosures all being at the forefront of topics in our lives on a daily basis. 

I’m not minimizing the challenges with the economy, but I do see light at the end of the tunnel and I’m seeing it because of photographers who are doing well, but let’s define the word well.   Well means they’re trying new things. It means they’re holding their own and still making a decent enough living to support their family.  Well means they’re exhausted, but in a great zone about how they feel about themselves and the future.  Lastly, it means they still wake up every morning smiling.

If you want a dose of optimism and new ideas check out any program Tony Corbell is doing, talking about his favorite topics, lighting and Nik.  Check out Jim Garner, Scott Bourne, Jerry Ghionis, Yervant, Doug Gordon, David Ziser, Kevin Kubota, Dawn Shields, Jasmine Star, Dane Sanders, Sandy Puc,  Becker, Kirk Voclain, Judy Host and Kay Eskridge, just to name a few.

(Call it a plug and shameless promoting, but most of these industry icons will be teaching at Summer School in a few weeks.  And if you’re not signed up you’re going to miss all of them sharing ideas and new answers to helping you grow your business.)

Kay’s in Phoenix and while traditional business has been slow she’s tested the water on Golden Age Seniors, Pets and Boudoir – all having an impact on her business.  Vicki Taufer, who did the first big pet promotion, at least the one everyone talks about, has added to her reputation.  She’s now considered one of the best known pet photographers in her area of Illinois.

Here’s what I’ve learned from these incredible photographers as the key to beating the media and ignoring the economy, at least enough to keep your business strong:

It all starts with your attitude.  Stay away from self-fulfilling prophecies.  There’s that old statement – If you define a situation as hopeless, then it will be!  You’ve got to stay focused on the importance of your contribution as a professional photographer.

Diversity in your skill set:  Okay, you’re a commercial photographer and you really hate shooting weddings, but do you at least know how to do it right if a client asks?  Or, you’re a wedding photographer and your brides from the last few years are all starting families – they loved your work the first time around.  So, are you going to contact them and do the first portrait of the new baby or sit back and give the work to another photographer? 

Listen to your vendors!  This one is critical, because every photographer I mentioned earlier is working closely with several vendors.  WHCC has a full line of great products Vicki Taufer sells to her clients, right down to custom made holiday cards.  Tony is doing some of the most beautiful work in his life utilizing Nik Software and ProPhoto Lighting.  Kevin Kubota is constantly fine-tuning his Image Tools to give you more creativity.  Judy Host is finding new ways to use Graphic Authority’s templates and turn her images into fine art.  Kirk Voclain is utilizing new programs from H&H Color Lab for his finished packages with the senior market.  Marathon Press, who everybody used to think of as a printing company, offers a full line of marketing initiatives to help you not only define your business better, but develop a stronger target strategy for growth and success.  Pictage is ramping up for another outstanding Partner Con in New Orleans in November.  

Come on – notice a pattern here?  The vendors are all putting their efforts into finding new tools for their clients to help find new business.  They’re investing time and money into ways to help you!  Is it philanthropic?  Of course not – but they know that if they can help you build your business you’re going to need their products and services and everybody wins as the economy within photography at least, starts to improve. 

Utilize your network!  Every single photographer I mentioned is involved in something outside their direct business. They’re blogging, guest blogging, shooting with other photographers, attending other workshops, reading every newsletter and article they can find and they’re never slowing down.  They’re involved in forums like DWF because they believe in working together to find more solutions.

When I ask anybody the question, “How’s business this year?”  Those who say they’re holding their own always finish with the same comment, “But I’ve never worked so hard in my life!”   Nobody said it was easy, but nobody is afraid of hard work either.

I’ve been accused a lot of being overly optimistic.  People have told me I’m too much of a cheerleader.  But here’s the view that I get to see, which you don’t – I’m talking to hundreds of photographers every week.  I have an advantage of a front row seat looking at the big picture.  I’m getting feedback on new ideas, the economy and technology.  I’m seeing guys like Clay Blackmore jumping into fusion technology and creating new products for his clients – it’s not about still images anymore, but about your creativity in telling the story.

If necessity is the mother of invention then all of our survival is based on the necessity to continue to be part of the industry we love so much and find new ways to make it stronger.  The media keeps telling us things are getting worse and from their perspective they are, but we’ve all got the opportunity to make changes and best of all as photographers, to make a difference!

Two great quotes from Zig Ziglar that really bring it all together:

You can have everything in life that you want if you will just help enough other people get what they want.

It is your attitude, not your aptitude, that determines your altitude.