“You use Pictage? Really? Why?”

I’ve been asked that question a few dozen times, and it’s always accompanied with a look somewhere between disbelief and absolute horror. I get it.  I know why I get that look.  I know why it’s hard to believe.  Pictage is a company that almost every photographer that’s been in business for more then 3 years has had some kind of interaction with.  Let’s face it, Pictage has meticulously cultivated a TERRIBLE reputation among wedding and portrait photographers. 

It sometimes seemed as though they actually worked HARD to force photographers to rearrange our business to fit into systems, workflows, processes, and policies that often made no sense - and frequently made life really rough.  It sometimes seemed like photographers were “customers, and not clients.”  It sometimes seemed like photographers were simply a means to get access to the consumers that attended our weddings, and once we had the images, it would be better if we just got out of the way and let them sell to our clients - whether it was good for our business or not.

That was Pictage 1.0. (that’s my term, it’s not official or anything)  I was a Pictage 1.0 user, and it was rough.  There were a lot of times when it would have made sense to just pull the plug.  There were times when the headache was so bad, that looking back, I’m not sure how I came to the decision that it was good for my business to stick with them.  I’m not sure how, but I’m glad I did.

I LOVE Pictage.  

Here’s why:

It’s probably the most valuable photography community in the industry.  That’s not a knock on any of the other “communities” out there.  I’m a member of many of them, and they are really great.  It's worth mentioning, though, that almost every single one of them had it’s roots in the groundwork laid by Pictage.  In fact, the community was one of the only things that kept me connected to Pictage 1.0 when things were really rough. 

Pictage is truly an amazing community.  The photographers that participate in this community are beyond talented, but more importantly the are family.  They look out for each other.  They care for each other.  They share with each other.  They encourage each other, and motivate each other, and challenge each other.  The Community team at Pictage is top-notch and they are helping raise the bar for our industry in a way that makes all of us better.

Pictage makes life easier.  Pictage is a solution to a lot of the problems photographers face.  Pictage has worked super hard over the last year, to transform themselves into a solution to the problems we have as photographers.  They’ve worked super hard to be a company that makes it easy to fit them around the business I’ve built, and it’s so apparent that their mission TRULY is to “empower photographers.”

From their online proofing, redesigned photographer interface, order fulfillment, training opportunities and marketing support - they’ve become a real solution.  They have listen to what’s important to photographers - made those things better - and removed everything else that just makes life more frustrating.  Pictage truly makes my life easier - and that’s huge for me.  As a business owner and photographer, I need partners that help me grow my business by doing the things that I need to get off my plate.  Pictage does that.

They are in LOVE with photographers.  More than almost any other company I’ve worked with in this industry, Pictage LOVES photographers.  Even as I type it, I’m compelled to use capital letters because the word itself almost doesn’t do justice to the absolute passion the people I know at Pictage have for photographers.  In fact, I’ve rarely encountered a group of people anywhere that more genuinely care about photographers - and what we do.

I count myself fortunate to know personally so many of the people that make Pictage work, and every one of them is authentically affectionate towards photographers. I'm fortunate to have been able to rub shoulders with many them, and I've seen their heart for photographers.  In fact, MANY of them ARE photographers.  They get what our life is like, and they work hard to support and encourage us.   

A week or so ago, Pictage introduced their new branding.  I don’t care what you think about the logo, that’s really not important - and not the point of this post.  I think it was entirely appropriate and timely, because truthfully - Pictage is a brand new company in a lot of ways.  It’s like Pictage 2.0

If you’re at WPPI, you should stop by and meet Pictage 2.0.  If you’re not at WPPI, you should still check them out.  They didn’t pay me to say this, and I actually pay full price for the service, so you can rest assured that this is just my opinion :)  They do support the workshop I teach by donating a year of Pictage Lite that I get to giveaway to one participant.  Take that for what it’s worth.  They don’t even know I’m posting this (shhh don’t tell them)  

I just happen to find it to be a really valuable partner, and thought you might want to know why I’m PROUD to be a Pictage photographer.

When you pick up your badge at WPPI, they give you this bag with a bunch of “stuff” in it.  The bag itself is useful, I guess, if you need something to carry around stuff.  Of course, most people who come to WPPI bring their own “bag,” to carry the things that are important to them - so it’s kind of like this bag is really just for the other stuff.   

The bag is full of flyers, and postcards, and catalogs, and promos, and “stuff.”  It’s all about capturing your attention.  It’s all about getting you to take a closer look at the companies that made this “stuff,” and hoping that by blitzing everyone - at least a few people will end up turn into a paying customer.  

I went through my bag.  I picked out about 5 things - all from companies I know and already love - and threw the rest away (actually I recycled them, don’t throw things at me).  I didn’t need another bag, and I certainly didn’t need a bag full of “stuff,” from companies I neither know or use. 

It actually struck me pretty solidly as I went through and picked out a few things to keep.  As I looked through the bag, there were companies for which I had such a strong feeling (good or bad), that it was entirely irrelevant what was on the “stuff.”  It didn’t matter how well done, how big, how enticing the offer, or whose picture was on it.  The effort to win my attention didn’t matter, because these companies didn’t have my affection.  On the other hand, there were companies for whom I had no use for their flyer - I’m already a customer - but I kept it anyway.  They are companies I love, and I kept their “stuff” because it was sort of a show of support - at least in my mind.

We do a lot of things to attract “attention.”  We do email marketing, and blogging, and direct mail, and bridal shows, and a ton of other initiatives under the guise of “marketing.”  We do a lot of work, spend a lot of time, and invest good amounts of money on things that are designed to get people to look at us.  

The problem is, what happens then?  Imagine the world of your ideal client.  Their sales cycle is pretty short, happens only once, and during that time they get utterly blitzed with “stuff” from you and your competition.  Everyone is trying to capture their attention, at least long enough to extract a booking.  

There are companies I partner with because I know they care about me.  These are companies that I know have a vested interest in me and my business, and as a result, I have deep affection for them.  They aren’t the cheapest.  They aren’t always the popular choice, but there is a sense of mutual loyalty that can’t be swayed by their competitors attempt to get my attention.

What if instead, you focused on attracting your ideal clients’ affection instead.  What if instead of the focus of your entire marketing strategy being to get people to look at you, it was based on building an authentic relationship that resulted in genuine affection between you and your clients?  What would you do differently?  

Would you still do ads?  Would you still do bridal shows?  Would you still blog?  Would you still Twitter and Facebook?  Would it affect your pricing? Your turnaround? Your level of service?  Would it affect they way you meet with clients?  Would it affect your booking process?  If you were focused on affection instead of attention, what would you do differently?

BIG NEWS! 

Due to the huge number of people who have requested it - we're bringing the ONE DAY INTENSIVE to VEGAS BABY!  That's right, if you're attending WPPI, you now have a chance to dig deep, and focus on the business side of your photography. 

Here's the details:

SUNDAY, MARCH 7, 2010

12:30PM - 5:00PM  @ the MGM Grand (room info sent to attendees).

We'll focus on the following three areas:

Understanding the Numbers side of business (pricing/expenses/cashflow)

Developing and Building your brand (real-world marketing principles)

Creating a WOW Client Experience (workflow and systems, sales, client relationship management)

Here's the best part:  It's only $139! [Regularly $450!!!!]

AND, we've got some SWEEEET WPPI ONLY GIVEAWAYS!

Who should come?: Photographer/Small Business Owners.  Whether you've been doing this for less than 2 years or more than 10, this workshop is designed to help you learn best practices to grow your business.

Wanna know what others are saying?  Click here, and scroll down to the bottom.

Ready to sign up?  Hurry, there are only 25 seats available!  

Can't wait to see you there!

The ONE DAY INTENSIVE IS SPONSORED BY:

I'd love to meet up and connect while I'm at WPPI.  As I wrote earlier, one of the most valuable things about an event like WPPI are the conversations, the relationships and the opportunity to rub shoulders with your peers.  

Over the past few years that I've attended WPPI, I've made some great new friends, and learned so much more than I imagined through the connections I've made - than I've ever learned sitting in a room taking notes.

So, I'd love to connect!  Here's a partial list of where I'll be and when.  I'd love to meet you in any of the booths I'll be speaking at, or let's just grab lunch or coffee.  You can follow me on Twitter at: www.twitter.com/jasonaten and let me know what you're up to!

I also have one spot open for a ONE2ONE Mentor session.  If you're interested, let me know fast!  

SATURDAY Late Arrival

SUNDAY

12:00 - 2PM  Andrew Jenkins and Jackie Palmer Platform  - these are two of my good friends, and you should ABSOLUTELY go see them - especially if you photograph kids!

12:30 - 5PM VEGAS ONE DAY INTENSIVE  (There are still seats available!)

MONDAY

11:30AM - 12PM Livebooks Booth

2PM Album Exposure Booth

3:30PM - 5:30PM  Jared Bauman's Platform Session.  Jared is a top notch photographer, with serious business smarts.  You should NOT miss this one!

TUESDAY

9:30AM - 10AM Livebooks Video

12:30 - 1PM Livebooks Booth

3:30 - 5:30PM Justin and Mary Marantz.  I can't think of a more authentic couple, and more genuine people than these two.  You'll learn more about building a LIFE - not just a business - in these two hours than in all the other sessions combined!

6PM Fasttrack After Party

8:30 PICTAGE/KISS/SHOOTQ Party at Studio 54

LATE [b] school Party

Just a quick heads up - I'm offering two (only two) one-to-one mentor sessions during WPPI.  Here's the skinny.

A 90 minute session, designed to give you a chance to talk about anything you want.  A few things that people commonly choose these sessions for:

Getting a head start on a business plan

Brand and/or Portfolio Review

Getting a hold of Workflow and Systems

Brand Promise (does your brand line up with your actions)

Workflow and systems development

Sales Coaching

Creating a WOW Client Experience

Hiring, coaching, developing and releasing employees

Major business changes (adding associates, opening a retail space, etc).

The cost for these sessions are $225.  They can take place Sunday, Monday or Tuesday and we'll work out a time that works for both of us.

If you're interested, please email me directly at info @ jasonatenphotography.com.  Please put MENTOR @WPPI in the subject.  I'm only offering two sessions, so if you're thinking about it - I need to hear from you fast!