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Skip Cohen is the past CEO of Wedding and Portrait Photographers International, Rangefinder Magazine, and AfterCapture Magazine. Also, Skip received national acclaim as the president/CEO of Hasselblad USA. Along with publishing several books on the subject of professional photography with the collaboration of world-renowned photographer Bambi Cantrell and creative photographic genius Joe Buissink, Skip continues to embrace his passion for photography, marketing, and education.

Skip’s Summer School is an annual gathering of some of the most influential minds in the photography industry. As a 3-day intensive hands-on workshop, the Summer School is an experience for those who are serious about learning and developing their photography, as well as taking it to the next level. With instructors such as the acclaimed Bambi Cantrell, marketing and social media genius Scott Bourne, master of light Tony Corbell, portrait and wedding artist Bob Davis, and Photoshop guru Kevin Kubota, Skip’s Summer School is an intense undertaking for even the most seasoned of studios.

Different than the larger conventions, the Summer School is more about bringing your focus back to your business. The hands-on format guarantees each class to be more informative than any large-scale convention you’ve attended to date.

Skip’s Summer School begins Sunday July 31st and runs until Wednesday August 3rd, 2011. You can register and reserve your room at the Mirage Hotel and Casino in Las Vegas, NV on the MEI500.com site. Classes are filling up, so make sure to reserve your spot today.

HAVE YOU ATTENDED SKIP’S SUMMER SCHOOL BEFORE? LEAVE YOUR EXPERIENCES AND COMMENTS BELOW…

Today’s lighting tip is something that I think many of photographers tend to overlook during the rush of wedding day shooting… available light.

Sure, sun flare and the shady side of buildings are great. But what about other places you are forgetting? How about the great indoors?

When I walk into a bridal room and say hello to the bride and her family, the first thing I do is turn off all the lights. Of course, I make sure there are plenty of windows open. Why do I do this? First off, it removes the unnecessary task of trying to balance multiple light temperatures. Secondly, windows are wonderful light sources, acting as large soft-boxes. Sure, you may get some strange looks. But if you show them a sample shot after the lamps are off, they’ll be amazed.

The photo to the left is a simple bridal portrait. The windows are to my right and slightly behind me. Notice, the chandeliers in the background are not lit. Again, it eliminates that unnatural tungsten glow while allowing the softer more natural light to become the main light source for the image. There were no light modifiers used in taking this shot. Just a simple analysis of where the light was coming from and shooting from the best possible angle.

Too many times we are in such a hurry to get the perfect shot, and too many times we feel as if we must control every aspect of every image. However, I challenge you to let go and find your photo-mojo. Go with the turn of the universe rather than against it. You’ll find that beauty hides around every corner and shines through every window pane.

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For starters, I always get a flutter in my heart when I get that email with the subject line, “You’ve booked online with ShootQ!” I know, it’s the little things, right? But then, I take the time to think about how that sale came into being. For example, I recently sat down with a wonderful couple last Saturday to talk about their wedding. They were referred to me by a local wedding planner, but also had a few other photographers on their shopping list. Of course, my competitive nature took over, wanting to book this couple all for myself. However, after years of practice, I’ve learned a few tricks on how to be in control of your instincts, your emotions, and overall your sales.

1. Take a breath. Yes, it’s exciting every time you get a call or email for a client appointment. It’s like getting that first phone call or email from you’re biggest crush. You feel elated, you’re happy, smiling, heart pounding. But remember, you don’t want to seem desperate.

2. I always remind myself that I’m not the only one out there. This couple/client is probably checking out several other studios as well. However, instead of being competitive or under-cutting, I work harder at being myself. Why? Because if they don’t like me for who I really am, then it’s not a good fit.

3. Listen. Stop waiting for your turn to talk and simply listen to your client’s wants and desires. First off, they will remember how good it felt to be able to talk to you. Secondly, you can always take notes using apps like Evernote and then touch on points they brought up.

4. Again, be yourself. If you aren’t acting like yourself, then what are you really selling? You’ll find that you’ll work best with clients that truly appreciate your personality.

It’s great to be back, and I promise to never stay away from MpactPhoto for this long again :)

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So, as a 5-time veteran and 2-time speaker, I’m here to be your WPPI 2011 Charlton Heston with a few tricks to make sure you make it back home without looking like you just finished shooting Pat Benatar’s “Love is a Battlefield”.

1. Drink plenty of water. Sure it sounds obvious, but you don’t realize just how much moving around you’ll be doing. It’s a huge convention with two full-sized tradeshow floors with workshops and classrooms on multiple levels. We’re talking a proverbial Mecca of photography-dom! Besides, if you’re not familiar with the Nevada desert climate, you’ll learn soon enough that the dry desert air will suck any moisture out of your body pretty quickly.
2. Pack light. I see it every year. Some people want to wear their prize Canon 1D MK III around their neck the entire convention as if they were a prize turkey. What they don’t realize is that carrying around 20 extra pounds around your neck all day isn’t like shooting your regular wedding. Try it for 12 hours straight for 5 days!
3. Beware of dead zones! For real though, lots of photographers love their iPhones. And up until recently, iPhones were only available on AT&T 3G. Therefore, if there’s innumerable photogs with their beloved iPhones at WPPI, you can bet your signal will fizzle. So, if you’re not starving for 3G speeds, change your settings on your phone to not use the 3G data network. Your voice and text capabilities will work perfectly, and your phone battery will last much longer.
4. Day vs. night… shoes. Seriously, this should go without saying. Aside from the enormous long hallway between the tradeshow and the MGM casino and hotel, there’s plenty of pavement to pummel with your shoes. That being said, bring some very comfortable sneakers for daytime. Afterwards, hop into your favorite heels for your night time adventures.
5. Cash is king. I’m not talking about gambling, I do enough of that every time I fly Southwest. Just kidding. Anyway, the WPPI tradeshow is among the largest displays and sales facilities for the newest and hottest photographic gear. And the vendors know it. So, their providing plenty of deals and discounts that you can’t find anywhere else. So, if you’ve been waiting to buy a certain lens (Canon 50mm f1.2 L), now is the time to do it ;)
6. Did I mention water…? Of course, this applies again, because as we all know, Las Vegas has plenty of drinking and socializing. I’m not saying you shouldn’t enjoy yourself. Just remember to rehydrate for the next day’s adventures.
7. Be social. Some of the best friends you’ll make will be made at WPPI. I keep in touch with all my buddies from every year I’ve attended. And the best part is that we all share business secrets and techniques without the restriction of fueling our local competition! So get gabbing!
8. Twitter is your friend. I don’t even know who text messages anymore. It’s all about direct messages, mentions, and push notifications. With everyone on Twitter, there’s no reason not to be. With geo-location, photo uploading, hashtags and more, you’ll be “in the know” before it happens. Meet-ups, memories, and mayhem are all being recorded on Twitter. Just do a search for #WPPI and join in.
9. Empty your mind. Some of the best minds in the photographic business are at WPPI sharing what they know on how to make your studio thrive. So, take advantage from the sages and achieve your inner photo-ninja.
10. Have Fun! Yes, it’s a learning experience. That goes without saying. However, when else do you have the chance to hang out with great people and have some fun?

With that being said, I hope you all have a wonderful time and learn something new. See you there! -Dustin Meyer

POST YOUR COMMENTS OR LINKS TO PHOTO-SHARING SITES  WITH YOUR FAVORITE WPPI PHOTOS!

Ok, so probably not the “deliver” you had in mind. I just had to throw that in there since the birth of our son is several days away. Hence, why the posts have been few and far between over the past several months. However, even though the term “deliver” can have a several meanings, the meaning in this post has more to do with service rather than physically showing up to drop something off.

Now that we have that clear, let’s lay the groundwork. Maybe you’re just starting out, or perhaps you’re a more seasoned studio. Either way, delivery of a service, sale, or product always comes with the requirement of professionalism and finesse. We spend much of our time talking ourselves up, pitching our lines, and promoting our image to our clients and colleagues. However, how many of you can actually truthfully admit that you deliver 100% of what you preach? I’ll be the first to admit that I don’t always live up to my end of the sales pitch. Sometimes, I start to feel comfortable with where I’ve come from and where I’m going, allowing myself to slack off in certain areas. But keep in mind, your clients come to you at all different stages in your business. Some from the very beginning, others a few years after you’ve established your self.

What does this mean for you? It means that I have to constantly remind myself that I must always bring 100% to the table through every step of the game. If I slack off at any point, that may be the one thing that my clients remember the most. For example, today I went to AutoZone to buy a replacement headlamp for my Prius. Honestly, I wasn’t sure how I was going to replace it myself, but nonetheless I was pretty proud of myself for even thinking I could pull it off. The sales agent was kind enough to help me locate a brake-light bulb (which I also needed to replace), but ended up selling me the wrong headlamp bulbs. He was kind and friendly enough, but his mistake made for a difficult evening for me. After taking apart the headlight apparatus, I removed the burned out bulb and learned the mistake of the AutoZone salesperson. After much frustration and a few words in a completely different language, my mind was set that I would never take advice from that store again.

I promise this isn’t just a venting session about my one-eyed hybrid. My point is that any thing that goes wrong or gets overlooked by your business can stick with your clients for a very long time. As I’ve always said, as an artist, part of your job is to use your creativity to capture peoples’ memories. However, the other part of your job is to deliver what you promise.

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As the year before, I’ll be teaching a Master Class at the convention that you definitely don’t want to miss: The Power of Video Marketing

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Ok, so a little dramatic, but it’s my true feelings on the topic when it comes to painting the right picture of yourself. I want to share a recent experience with you that I just had with a client. Actually, it just happened last night to be specific.

I have this amazing bride. Funny, successful, photogenic, creative, talented, everything. Jennifer is the bride we all come to love, and hope to have within every client.

Like many of my brides, Jennifer is an out of town bride. Therefore, I rarely get to sit down and go over bridal images in the studio with my brides. Most of our review time is spent on the phone. What does this mean? I don’t get to “razzle-dazzle” Jennifer with a gorgeous Animoto slideshow, pull on her heartstrings, make her mom cry, etc. I have to use my words over the phone as we look at them together in a Collages.net gallery. I can’t use music or fancy special effects to knock her dead with my images. I have to use myself.

Hmm, how do I do that, Dustin? You have to show your clients that you’re an artist in every true sense of the word. A short while back, I attended the WPPI Road Trip when it came to Dallas. And they never fail to satisfy me. If there’s one speaker you ever need to hear before you die, it’s Joe Buissink. This man is an artist in every way, not just with his photos, but in the ways he crafts intricate connections between himself, his artwork, and his clients. It’s a glimmering spiderweb of passion, love, creativity, and beauty interwoven to attach the client to their commissioned work for a lifetime. And that’s my point, your client is hiring you to paint a beautiful portrait of themselves. And you are the filter they trust to make it unique with your own flair and style.

I spent at least two hours on the phone with Jennifer, guiding her, helping her make her decision on which canvases she wanted to display at her wedding. Why would I do this? Because when you know more about an artists intentions, you’re more likely to love a piece of work. Think about it. Wine lovers take the time to learn about what region the grapes were grown in, what time of year they are harvested, how they are pressed, and eventually fermented into the bottle they’ve come to appreciate. It’s the same way with our work. We have to educate our clients on the who, what, when, where, and why of every image when it comes to selecting the perfect portrait. You have to make everything in the photo count, leave nothing in or out that would take away from the image. A painter wouldn’t paint something onto the canvas if it wasn’t supposed to be there.

A lot of this is backed with confidence. It takes time to build, can be smashed to bits in an instant, but it’s completely essential to selling your images. When your client hears the passion in your voice as you describe why this image is a perfect representation of her personality, the Hollywood lighting, the vintage diner booth with dark brown leather, the brass accents, the gold framed cow painting that appears to be kissing her on the back of the head, the power of her personality glowing from this image, the fact that this image looks like a shot taken between shots while this fabulous bride is taking a break and she still looks amazing… well you get the picture (wink).

The more you invest your passion into your explanations of your work, the more your clients will love it. You’re an artist, it’s supposed to be about love, creativity, passion, etc. I guarantee the first time you try it, you’ll be amazed at how much of a difference it makes with your work and with your customers.

WHICH IMAGE DO YOU THINK JENNIFER PICKED FOR HER CANVAS? POST YOUR GUESS AND YOUR COMMENTS BELOW…

Location, location, location! Vegas is one of the cheapest places to fly into due to its central location in the US. Yes, PDN is awesome, but it’s a little difficult for my west-coast buds to make it all the way to NYC. Imaging USA is sponsored by PPA (Professional Photographers of America), but it changes locations every year. WPPI is consistantly located in Las Vegas every year. Which is great because WPPI can get you great deals on hotels as well as airfaire. Most airlines fly cheap to Las Vegas anyway because of the huge tourism budget Vegas has to bring in visitors. Clever, eh?

Experience! The WPPI 2011 convention in February will be the 30th anniversary of this photographic tradition. With some of the biggest names in the business, Bambi Cantrell, Tony Corbell, Joe Buissink, Jim Garner, Kevin Kubota, Jasmine Star, Ken Sklute, and so on… how can you afford to miss this annual get together of so many brilliant minds in the business all in one hotel? Plus, one of the biggest advantages of WPPI is the multitude of Master Classes you can attend. Each class holds up to 35 students and focuses on an intense 2 hours of very specific studio material. Everything from posing to lighting, from Photoshop to Lightroom, marketing and pricing, to social media and networking, everything is covered by the Master Classes offered at WPPI. My Master Class in 2011 will cover the growing advantages of online video marketing for your studio, how niche is that?

Friendships! The best part about WPPI is the lifelong relationships you’ll create while attending the convention. There’s so many gatherings and parties outside of the convention, like the Pay It Forward Party, where you can meet a lot of other photographers. There are no secrets about business building when you’re having a conversation with a new friend who operates a studio three states away. You can learn from studios just like your’s, but from other parts of the world. In my Master Class in 2010 alone, I had students from Oxford, Sydney, Columbia, Vancouver, Toronto, NYC, Austin, LA, Paris, etc. It’s the biggest opportunity for you to get first hand a real world glimpse of what’s going on in the photography industry.

Gadgets! Oh yes, and the vendor expo takes up two full-sized convention rooms :) Some of the best deals you can get from every vendor in the business you can receive while attending WPPI 2011. Plus, right now the WPPI 2010 Roadtrip is going on in 10 different cities across the country. If you register for the Roadtrip, you’ll receive free registration for WPPI 2011 in Vegas. Awesome!

So, I hope this gives you a better idea of some of the reasons by WPPI  is one of my personal favorites when it comes to photography conventions. It’s definitely an opportunity every photographer should take advantage of. See you there :)