1)      Relevance: I’ve probably read over a thousand proposals in my career for programs, not just at WPPI, but over twelve years at Hasseblad in the late 80’s and 90’s.  I’d bet that at least a third of them lacked a relevant topic.  Competition for program slots at any convention is brisk – you’ve got to have a relevance to contemporary issues and challenges!  Just being a great photographer doesn’t mean you can teach or speak!

2)      Practice, practice, practice: How’s your presentation style?  I know I’ve written about this before, but you’ve got to be a decent presenter.  You’ve got to know your subject matter cold.

3)      Sponsorship: Landing a sponsor to support you is terrific, but if you don’t stay on top of their products and services the support will disappear.  Make it a point to know their product lines and make it a point to be loyal.   You need to believe in the companies you represent.  You don’t want to get the reputation for just being a mercenary or hired gun!

4)      Sponsorship fees:  Everyone has their own opinion on this one, but I was recently asked for advice from a professional photographer seeking sponsorship.   She really didn’t know what to charge her sponsor, who was new and had contacted her to do a program.   Here’s the challenge: Most companies today have limited budgets and even the big buys have had to cut back.  At least for your first time out try this approach: “I know budgets are tight and I appreciate you considering sponsoring my program.  What do you feel is appropriate?”  Put the responsibility back on them to set the fee.  Also, remember most companies can do a better job if you’re willing to barter for products or services than if you’re insisting on cash compensation.

5)      Walk before you run: If you’ve got no experience, don’t expect the lead off slot at a convention like WPPI.  In fact, don’t even expect to speak at WPPI, if  this is your first time speaking.  Get some practice on the local circuit first.  There are hundreds of local state PPA chapters, regional programs and even community programs you can use to get your feet wet.  And, when all else fails, don’t be afraid to start your own program in the local community.

6)      Build your “portfolio”: Keep track of where and when you’ve spoken and if you can get a short video, it will help your pitch!  You wouldn’t expect a client to hire you without seeing your portfolio or album – so why do photographers expect to be hired without any samples of their past presentations?  The same goes for having a few references from past speaking engagements.

7)      Podcasts and webinars: Thanks to today’s technology, anybody can produce a webinar or podcast.  It’s another great way to gain experience.

8)      Attend every workshop you can and pay attention to the presentations.  One of the very best I’ve ever seen was Arthur Rainville – I saw his presentation on creativity years ago and it was absolutely brilliant.  But at every convention there are dozens of seasoned speakers.  Pay attention to how relaxed they are.  Notice how their presentation matches their slides.  Notice where the jokes are plugged in and their timing.

Most important of all, be careful what you wish for!  Speaking can be incredibly rewarding, but it also takes a lot out of you.  As a professional photographer, when you find yourself speaking more than shooting you start to lose credibility.  You’ve got to find the balance between speaking and shooting and keep the separation between your fans and your clients.

Remember that the best speakers and teachers in our industry have earned their rise to stardom – and so often the bigger they are the more humble!  The bottom line is simple: never believe your own press releases.

I’ve told one of my favorite Don Blair stories before, but the short version is that I once found Don, he was then in his 70’s, in the back of the room at a presentation by Nick Vedros years ago.  Don, who literally wrote the book on portrait lighting and posing, was furiously taking notes on how Nick handled the lighting on a commercial shoot.  He was amazed by what he was learning!

Then, there’s Monte Zucker, who called me one night in the early 90’s.  He’d just been to a presentation on the future of “electronic imaging”. He was blown away by how he believed it would change the face of photography and wrote an email to every executive in the photographic industry.

Monte and Don, may only be with us in spirit today, but they set an amazing example and NEVER stopped learning.  As successful as they both were, they attended every possible workshop they could and never stopped discovering new techniques for creating the ultimate image.

But education is only half the reason to attend these local programs.  This is all about networking!   Every program offers you an opportunity to meet and talk with other photographers in your area.  Other photographers, in this bizarre economy, can become allies instead of  just more competitors.    Everyone is in the same boat and dealing with similar challenges.

From Aesop to George Washington, a dozen people are credited with the expression, “United we stand, divided we fall!”  Well, it might seem melodramatic, but that’s what attending workshops, monthly guild meetings, national conventions etc. all means – it gives you a stronger reference point and framework to find more aggressive ideas in your marketing efforts, while picking up the added benefit of sharpening your skills.

Here are some programs either already in place or about to launch:

Now you didn’t think I was going to put Skip’s Summer School up last did you?  There are people who have told me this year’s line-up is even stronger than last year’s.  Personally, I’m pretty proud of the caliber of instructors for both years, but this year is definitely more diverse.  We’ve jam packed two and a half days with a dozen different topics, great information, terrific presentations and all at a great price thanks to dedicated sponsors and the MGM Grand. (The early bird $249 price is only out there for one more month.)  Here’s an opportunity to recharge your battery in August, before the craziness of the last quarter of the year.  You’ll get new ideas. from 15 different speakers, that you can implement quickly and still have an impact on your bottom line revenue before the year is over.

Two Shots of PhotoShop with Jack Davis and Jane Conner-ziser.  Here are two of the best photoshop instructors in the country, hitting the road.  With fourteen cities on the tour, this program is about solutions to the challenges of creative technique and work-flow.

Doug Gordon Workshops - How are you going to get a more professional feel to your bridal images if you don’t know how to blend in the look of high-fashion with great lighting and posing?  In this year’s new workshops, Doug is pulling out all the stops.  From larger workshops to smaller programs with just 25 photographers, Doug has put together an outstanding experience for building your skill set.

PDN’s Wedding and Virtual Trade Show:  It’s coming up in May and it’s going to be a kick and it’s FREE…but you can’t be online and attend if you’re not registered.  Registration takes only a few seconds and it’s just one click away.

Escalate Live:  The brain child of Dane Sanders, it’s coming up in May in Newport Beach, CA.  It’s two intense days in May with eight different speakers. 

Creative Live:  Free online education thanks to Chase Jarvis.  And if you miss a program there’s always an opportunity to go back and purchase the download at a reasonable cost.

Schrader Workshops:He may be a new face on the scene, but feedback on his previous workshops has been really good.  A lot of Greg Schrader’s focus is about networking.  For example, his Fireside chat series is just $20 and give you a chance to network with other photographers and that includes food and beverage!  Then, if you’re looking for a more intense workshop, check out his programs coming up in Chicago and Mackinac Island, MI.

Here’s the thing about education – you can’t be the best you can be if you’re not constantly taking advantage of the opportunities around you.  As I hear about more programs, I’ll do my best to get you the link and more information, but you’re the only one who can put aside the time and make it a point to be there.

This is about feeding the passion you have for photography and Jack Canfield, author of Chicken Soup for the Soul said it best:

“One of the things that may get in the way of people being lifelong learners is that they’re not in touch with their passion. If you’re passionate about what it is you do, then you’re going to be looking for everything you can to get better at it.”  

They say that 5% of the fishermen catch 90% of the fish. Is it because of their expertise?  Is it because they have more passion for the sport than the rest of us?  Work with me – there’s a connection I’m trying to make.

Well, in the same respect 5% of an organization does 90% of the work.  Now ask some of the same questions, because it is about their expertise and their passion.  Elena Hernandez is the Education Director for Dallas PPA.  She started beating me up almost a year ago to speak at their monthly meeting.  I was reluctant, simply because it meant two days out of the office, schlepping to the airport, dealing with the challenges of travel – but you don’t say “no” to Elena.  I finally gave in and couldn’t be happier that I did.  (Just the stories after the program made the trip worth it – I can’t repeat them, but what a funny night and Kevin and Richard – theres a sitcom in your hearts waiting to be born!)

I also couldn’t be prouder of my Dallas buddy, Ms Elena, because her passion for our industry is virtually unmatched.  Read her guest blog a few months ago and you’ll see what I mean about her love for the craft.  Spend a few minutes with her at any convention and you’ll understand her drive and quest to learn everything she can and share it with anybody who needs help.

This industry today was built by pioneers like Monte Zucker, Don Blair, Bill Stockwell, Rocky Gunn, Dean Collins along with Josef Karsh, Eddie Adams, Richard Avedon, Irving Penn, Herb Ritts, Alfred Eisenstadt and a dozen more icons I just can’t think of right now, but the people who keep it alive today are the unsung heroes, the Elena Hernadez’s behind the scenes.    The cool thing about the crew in Dallas is Helena’s dedication is joined by Margaret Bryant, president, Carsten,  Genie and at least four other people who share her enthusiasm and love for the Guild.  Sorry, don’t remember the names of everybody I met last night!

Last year I spoke at the Triangle Institute in Pittsburgh – Jerry and Bonnie Costanzo set the standard for behind the scenes support in that school/association…and where would the Texas School be without guys like Don Dickson and Doug Box?   Where would our industry be without guys like Corbell (who’s really a Texan hiding out in California!).  There are hundreds of other people in every association, organization and camera club in the country who like the Energizer Rabbit, just keep ”going and going” to make this industry stronger!

Okay, I’m getting way too sappy, but this morning’s blog is simply a big “THANKS” to Ms Elena for making me drag my butt to Dallas, but even bigger to her, Jerry and Bonnie, Don and Doug, Tony and a few hundred other people who are willing to work behind the scenes, put up with a lot of garbage and work so hard to make this industry better for everyone!

Thanks you guys – we sure do love ya!

I’ve talked about attending conferences and conventions.  I’ve mentioned the importance of networking dozens of times.  Charity Fest last year brought together ideas on giving back to your community.    But I haven’t really talked much about being involved in your own industry – no I’ll rephrase that – OUR industry.

Every association, be it your local, state or regional group needs help.  The national organizations like WPPI and PPA are always looking for volunteers.  DWF, simply because it’s the largest forum in our industry, always needs leaders in various forums and people to speak up on various topics.   Last but not least are photographic educational programs in your community, whether targeting adults or helping to stimulate imaging creativity with students, there’s an opportunity for you to help.

All of the major conventions are now starting the planning process for 2011.  So here’s your chance to volunteer your time, your creativity and to be involved.   We’re all part of an incredible industry, but it doesn’t grow by itself and all of the various associations need constant energy. 

There’s a saying that 10% of the fisherman in the world catch 90% of the fish.  Well, associations and events are no different with 5% of the members doing 95% of the work.  Here’s your chance to make our industry stronger, but you’ve got to get involved!  Nothing happens without your participation.

When the members of an association get directly involved in running the organization it only makes it stronger and the leadership more accountable!

1) Think about what you need most in terms of help with your business.  Do you need more education in marketing and business, a better understanding of photography or more products for providing added value to your customers like frames, canvas prints etc?  Maybe you need a few new focal lengths in your camera bag – maybe you need a new camera bag!   The purpose here is to establish your priorities – at WPPI, for example, there are a few hundred exhibitors and it sure helps to walk in the door focused on where you need the most help.  Otherwise, it’s simply overwhelming, with too many choices to make once you’re there.

2) If you need high ticket equipment – look into leasing if you’re worried about tying up capital.  You’ve got time to establish your credit line with a leasing company before you go, then you know exactly what you’ve been approved for and can work the convention like a pro!

3) Go to print competition judging!  If you’re in early enough for any convention in professional photography with print competition, it’s the best bang for your buck out there!  I went in to observe 10 years ago for half an hour wondering how my own entry was going to do – I stayed all day.  With the comments from the judges, it’s like having class after class in composition, exposure and printing being given by dozens of industry icons!

4) Plan your days in advance.  For example, the WPPI schedule is out and on line.  Think about what classes you want to go to and then be there at least 15-20 minutes early.  Programs fill up fast and you don’t want to be closed out of a program, but if you are, it’s not the end of the world.  Yes, it’s frustrating, but there’s a lot to choose from – so select your programs on where you need the most help, not on the popularity of the speakers.

5) Pay attention to the lineup of speakers at many of the exhibitors.  Here’s a great stop – There are 16 different speakers at the Pictage booth this year!  Every one of them will give you new ideas in creativity and marketing.  Joe Bussink, Kenny Kim, Dane Sanders, Jules Bianchi, David Beckstead, Bob and Dawn Davis, Mike Colon and the list goes on an on – they’ll all be in the Pictage booth.  (It’s easier to just click on that last “Pictage” and see the schedule!)

6) Network, network, network – since you’re there early to get a seat in a program then utilize the time wisely and talk to the people around you.  Try to never have dinner alone or with the same people – bring along a newbie, somebody you’ve just met at the show.  This has always been the coolest part of WPPI for me personally – the friendships you can make just sitting and talking to people.  Remember, everybody is dealing with the same challenges you are – the economy, creativity, growing your business, marketing etc.

7) Diversify – I’ve already written several blogs on the importance of staying diverse, but here’s your chance to really start to learn a new skill set.  Find at least one program to attend that’s completely out of your element – the one that might scare you the most!

8)  Need help with marketing and business?  Check out the Business Institute.  I started it five years ago and thanks to help from Mitche Graf this year, it continues to be the largest and my guess the most fun, business and marketing program in our industry.  And, if you’ve got an interest in school photography, attend All About Schools - you won’t be disappointed.

9) “Working the trade show” is no easy endeavor, but since you’re there, at least do it right.  You don’t need to go straight to that one company you want to see the most – because your tunnel vision will result in missing everybody you walk by on the way.  Literally work the rooms one aisle at a time and do your best to see EVERYBODY.  Yeah, I did just suggest that over three days you need to visit every company there – that’s the whole benefit of the show – there’s so much to choose from.  For example, you might not even be thinking about bringing in some new products, but walking by the GNP booth you’ll see dozens of terrific looking frames you could be offering your clients for that one image that’s so special it deserves that spot of honor over the fireplace!  Your client will be ecstatic, because they’ll think you’re going to do all the work and you can be ecstatic because GNP is going to make it easy for you – they’ll do all the work and you’ll be the hero!

10) Bring some of your own images!  I never understand photographers who come to a convention with access to every icon in the industry as well as every manufacturer and leave all their work at home!  You don’t need to carry around a 16×20 portfolio case, just a book of a dozen or so of your favorite images, or your promotional piece or even a few images in your iphone – but be careful of boring somebody with too many images on your iphone!   This is where I really like paper prints at a convention.  If I’m in a booth and busy, I don’t have time to have somebody try and direct my focus to their i-phone, but leaving me a couple of 5×7’s in a folder with a business card and more information will stay in my memory a lot longer.

11) Take a camera with you!!!!  I’m not talking about the gear you shoot with for your business, but a decent point and shoot.  Get a few shots of yourself at the show interacting with vendors and other photographers.   Do a press release when you get back to the local paper, Chamber of Commerce, post it on your blog or facebook page – nobody is watching out for you but you!  And if you’re stuck on what to write – here’s a free template – all yours to use.

Your city, Today’s Date 

Area Photographer Attends International Photographic Event

In (his/her) continued efforts to expand the broad selection of cutting edge photographic services, (your name) recently attended the Wedding and Portrait Photographers International Convention, an intense educational event for professional photographers. 

“There’s never been a more exciting time to be a professional photographer or, to have images created by a professional.  Digital technology is changing all the time and I want to make sure I’m offering my clients the very best!” said (Your Name).

(Your Name) is the founder of (your studio) and is located at (address).  The studio offers a full range of (commercial portrait,wedding,childrens, etc.) services.    Or, _________ plans on continuing as a freelance photographer…etc.

And if you need more help on what to do with the release, just read the blog it originally appeared in on January 27th.

12) Take advantage of evening programming and special events.  Sure, it’s important to have a good time, but take advantage of the various presentations.  One of my favorites, good buddy Scott Bourne, is doing a program on Social Media and how to turn it into your most valuable marketing tool!  He’s on Tuesday night from 8:00 – 10:00. 

13) Don’t be afraid to talk to your favorite speakers.  Everybody is approachable and everybody is there because they believe in education and sharing.  But, I can’t bring this blog to a close without a few words of caution – show some courtesy.  I know it seems basic and maybe even insulting to some of you, but when you see one of your favorites stay away from the storm trooper approach, especially if they’re already in a conversation.  You might have to wait a few minutes for an opening or you might even need to catch them later, but the toughest thing is being involved in a conversation and having somebody just jump in and interrupt – you’ll never get anyone’s attention or the respect you want and deserve.

Last but not least – have fun!  Seriously, it’s one of those words that’s lost in business today – you’re going to a great convention.  You’re going to see old friends and make new ones.   It’s okay to work hard and party hard!  

Safe travels everybody – see you in Vegas!

Check it out at http://bit.ly/djVZ7Q

Try this sage advice and see if it makes sense:

So, here’s the segway – at every convention you go to you have an opportunity to attend dozens of different programs.  At every program you’re bombarded with new ideas.   Unfortunately, most of us are alike when we hit information overload.  We take lots of notes, we collect various brochures and we store lots of great ideas in a random collection of brain cells – then, we get home and file them away, often not pulling them out until something triggers a flashback days, weeks, months or even years down the line.

So, at the next convention you attend why not try something new?  Walk into each program looking for just one thing you can implement.  One thing that you’re going to learn that will change the way you photograph, market your sell your images and services.  One thing that gets you excited about changing a specific aspect of your business.

“What’s the one thing?…that’s what you have to figure out!”

WPPI, PMA and a whole series of state and regional conventions are around the corner, so check out the following ideas and see if any of them work for you:

1) At every program/workshop/class you attend make it a point to get to know the people sitting around you.  If you’re all there to listen to the same presentation, then right off the bat you’ve got something in common.

2) Never go to breakfast, lunch or dinner by yourself and never go with the same people every time.  Getting together with old friends is terrific, but see if you can bring a new person into the group each time you head out.  You don’t have to make it into a major event – just the casual time over a meal.

3) Get to know the people who sell the products and services you need.  If for example, you just started using Pictage, then how great would it be to put a face with the name of the person you’ve talked to previously at the company?  This industry is built on relationships and actually meeting somebody you’ve worked with will buy you so much in the long run.  Even better is meeting the key executives of the companies whose products you use.  Just at IUSA alone, I saw Mike Hanline from WHCC, David Drum from H&H, Rex, Bruce and Bill from Marathon Press, Jim Collins and Simon Anderson from Pictage, Steve Troup from Buckeye Color, Adam Fried from Simply Canvas and Maureen Neises from Graphistudio, just to name a few.  These are the people driving the bus and they’re at these shows because they want to meet and talk to professional photographers.

4) Diversity is the key to having a great network.  Work to develop a network of people with skills who compliment each other.  For example, let’s assume you do a lot of commercial work, but lately have had a few requests to shoot weddings.  Get to know a few wedding photographers whose work you respect. 

5) Use social media to set up meetings in advance.  Whether you’re on Facebook, Twitter, MySpace, Linkedin, whatever – use social media to find out who’s going to the same programs you are.  Social media gives us all incredible reach, but it’s even better when you can actually shake somebody’s hand who you’ve been talking to on line or reading about.

6) Talk to the speakers!  I know most people get a little shy when it comes to a Q&A session at the end of a presentation, but there’s nothing stopping you from going up to speakers after the program and introducing yourself.  There are even a few speakers, like Bambi Cantrell, who makes it a point to get to know as many people in her program as possible, BEFORE she even starts.  She wants to know her audience just as much as they want to hear her program.

7)  Stay in touch!  This is the hardest part of maintaining a good network, but you’ve got the most vehicles, e.g. Twitter and Facebook, to make it happen.  Stay connected – and it can be done as easily as a Direct Tweet or an email message.

You’ve got to network to build your Network!  During these first three months of the year there are so many opportunities to meet new people and companies who support the products you need.   Meeting other photographers, from your own backyard or other parts of the country and world,  is  one of the very best reasons to attend a trade show or convention!  You snooze you loose!

Founded by Walter Van Dusen, the program has intentionally been kept small, just a few hundred people will max out the hotel…cost effective pricing with great programming and an opportunity to network make attending this event a “no brainer”.  And, for whatever it’s worth, I don’t work for Walter – but I sure do like what he’s put together.  Even more important is the quality of his speakers, many of whom I consider the most respected in our industry.

It’s a new year and an incredible opportunity to start the year out right.   If you’re on the fence think about the Nike commercial and “Just Do It!”

A few days ago, when I announced “Blog Fest ‘09″ I wrote the following about today’s guest:

Besides being a terrific friend, Ralph Romaguera Sr. has been one of the leaders in the school market for many years.  Losing big time following the wrath of Katrina, he and his sons have worked hard to rebuild their New Orleans based business.   He’s a terrific photographer, but that’s not his biggest asset…it’s his involvement in the photographic community, his support of his friends and most important of all, even in the wake of Katrina, he never lost hope or the belief in the importance of rebuilding New Orleans and his community.

I left out a couple of important facts about Ralph…first, he’s an outstanding photographer and teaches throughout the country.  We spent a week on the road years ago with Hasselblad University and he walks the talk! Second, saying Ralph is “involved in the community” is an understatement.  He’s an active member of the Board of Directors for PPA and both he and his wife Cindy are involved in support to the local and state affiliate and their community, constantly giving up their own time to give something back.

A few years back, Terry Deglau was in charge of the Kodak mentors.  At one of  our meetings, almost twenty years ago, Michael Taylor showed the group a series of portraits he titled the “People with Passion for Pasadena.”  They were very impressive executive portraits of important folks from his area that Michael volunteered to create.

 Terry then suggested to the group to go back to our communities and find an organization to be active with.  At the suggestion of a friend, I got involved with the “Young Leadership Council.”  The YLC is an organization that does a lot of community service in the Greater New Orleans area.

 Each year, the YLC honors 25 role models from the Greater New Orleans area. The role models are from many different walks of life.  Some are bankers, lawyers, artists, contractors, musicians, entrepreneurs and philanthropists.   My privilege is to make a portrait of each one of them for a display mainly for there “black tie” dinner (1000 guests).  The display now travels from the gala to banks and hospitals through out the year.

 The organization sets up the appointments – Cindy, my wife, confirms the appointments and we usually get it done in three days!

 The equipment I use is usually the latest Canon camera with a 24 mm lens, one Quantum light on a stand and sometimes a tripod.  It usually takes me no longer than 10 minutes and I shoot about 6-10 shots – I pick out the image and the first time they see it is in the display.

 I learned executive portraits from one of the greatest teachers, Al Gilbert of Canada.  He taught me to keep the subject in the center of the wide angle lens and include the subject’s environment.

 Over the past 15 years, I have made the acquaintance of over 300 important folks that probably would have never made it through my doors.  Many have become clients – though the real purpose was just to give back.

Looking for additional help from Ralph on how to strengthen your photography business or skill set?  Contact him directly at roch@romaguera.com.