one yard line marketing monday

Waiting for Your Ship to Come In
Marketing Monday with Skip Cohen

I’ve used this quote by Ross Perot in other posts, because it’s so relevant.

“Most people give up just when they’re about to achieve success. They quit on the one-yard line. They give up at the last minute of the game, one foot from a winning touchdown.

If I ask a group of photographers about advertising, somebody will always say, “We tried it once, but it didn’t work!” Ask some people about trying some different lenses or shooting wide open for a different look and you’ll hear almost the same, “I’ve tried it, but my clients like the look I have!”  Ask them to move the lights in the studio, the ones that are put in the same spot every day on the masking tape on the floor, and you’ll get almost the same response.

dock empty photoEmpty Dock just waiting for a ship…. or a boat – © Bob Coates

Well, what if those photographers are all standing on Ross Perot’s one yard line?  What if they just needed to run that ad a few more times for people to contact them?  What if they only needed a little more patience?

Trust me, I know it’s tough waiting for your ship to come in.  But I’ve seen so many photographers who were able to stay focused, stay aggressive in their marketing efforts and believe in themselves and things did come together.

It’s all about taking action, being patient and not giving up.   And since Ross Perot put me on the one yard line, might as well stay with a football theme and give Vince Lombardi the spotlight:

“It’s easy to have faith in yourself and have discipline when you’re a winner, when you’re number one. What you’ve got to have is faith and discipline when you’re not yet a winner!”

skip cohen headshot
Skip Cohen has been involved in the photographic industry his entire career and previously served as President of Rangefinder/WPPI and earlier, Hasselblad USA. He founded SkipCohenUniversity.com in 2013. Skip is a co-host for “Mind Your Own Business” and “Beyond Technique,” webcasts through Photofocus.com, writes for several publications including Shutter Magazine and is actively involved in several advisory boards for non-profit organizations.

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