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Storytelling Marketing with Mary Marantz
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H elloooo J* readers!! First of all, thank you SO much for having us here today, and a huge thanks to Jasmine & JD for asking us to do a guest post for them. I *could* start off by telling you how when I first got that email from them, I may or may not have (but definitely did!) a little happy dance involving the running man and the Roger Rabbit in the middle of our kitchen floor. But since I don't want to start off right off the bat losing cool points with you :), instead I'm going to jump right in by telling you about....
This one time, at Starbucks. Every single day of our lives, Justin & I get in the car and drive fifteen minutes each way past at least three Dunkin Donuts to pay probably double the price, just so I can hold that cardboard cup (with the weird, green, semi-inappropriate mermaid on it) in my hands. Because I like the way it makes me feel. From my very first day of law school- when I'll be honest with you I didn't even really like the taste of coffee, but everything else in my world seemed to be spinning out of control- it was that cardboard cup that made me feel like in that moment, I was living the collegiate dream. Like I was Elle Woods, Perry Mason and Judge Wapner all rolled into one. And that maybe, just maybe, somewhere deep down... I could do this. And ever since Starbucks and that cardboard cup made me feel something, not about them mind you-but about myself, I have been what Kevin Roberts calls in his book Lovemarks "loyal beyond reason" to them. When you think about it, it is not reasonable for us to get in the car every day and drive past three other coffee shops in the pursuit of just one. It is not rational for me to pay double the price, when I could get a very comparable product elsewhere for half that amount. Because what my experience will tell us, what the concept of "loyalty beyond reason" will tell us, is that buying is not a cold, calculated, rational, reasonable or logical endeavor. Buying is emotional. Justin & I have been giving talks for a while now on this idea of emotional marketing: that the more they feel... the more they talk, the more they buy, and the more they go out and convince others to do the same. That when we can get our clients to feel something, we are basically raising up an army of evangelists hundreds strong that are going out into the world and saying our names. It's pretty powerful stuff. What we believe is that "emotional marketing" is actually made up of at least five smaller types of marketing that feed into making our clients feel something. Today, I want to focus in on: Storytelling Marketing. So how do you go about telling a story that will actually make your clients feel something and want to go talk about you? There are 3 steps. |
| 1. Figure out exactly what it is that you want them to feel. Be specific.
Please don't say to me that you want your clients to feel "romantic" or "beautiful" or "in love." It's too general. It just blends you in with everyone else. And it's not a real story. On the other hand, tell me that you want your clients to feel romantic in that John Cusack holding up a boom box sort of way, and now we have something we can work with. Make it as specific, and as one of a kind as possible. 2. Facts that connect, Descriptions that compel, Plots that Inspire. Once you know what it is that you want your clients to feel, now you have to go about giving them the stories that actually make them feel that way. So what are the components of a story that make people feel something? They are: a) facts that connect people, b) descriptions that compel people and c) plots that inspire people. If I told you right now that I grew up poor in a trailer in West Virginia, are those some facts that just connected me to a few more of you out there? Probably. If I took the time to describe to you the dirt floor, the caved in roof, the old wood stove, that musty smell that hung in the air and clung to your clothing....and your dignity like a badge of dishonor, are those descriptions that would make my story more compelling to some of you? I would hope so. 3. It has to be honest. If you put on your marketing hat right now, and say well, this is what I want my clients to feel, so what's a story I can make up that will make them feel that way? trust me, you are going to lose. People will see right through that, and they'll see you coming a mile away. Never underestimate people's ability to cut through the BS. So instead of making up a story that you think sounds pretty or will attract the kinds of weddings & couples you want to be getting, why don't you just try telling a story that's real? For Justin & I, that real story we wanted to tell is simply that the way that we see love in this world comes first from how we see love together. And all the specifics that go into it and make it what it is. The quiet love. The day in-day out love. The working side by side to build a life together sort of love. So on our blog, in our about page, and in our promo video, we talked about our love. Together. And...we were real about it. And about how we do the dishes together. Side by side. And how that You wash, I'll dry mentality has become not just a division of labor, but a mantra for how we take on this life. Together. That was the story we wanted people connecting with. Because what we wanted, more than anything, was for the people who were hiring us to feel like we could tell their story like no one else could. That we alone could take what to the rest of the world might look ordinary, and tell it for the epic love story that it really is. And, that we could do it in a way that the rest of the world might finally and for the first time understand. Because the people who feel something from that story, those are the people I want out there saying our names. At the end of the day, we could all go out and try the same poses, shoot with the same gear, buy the same lighting set ups, and apply the same Photoshop actions. But the one thing we will never be able to do, is to tell the same story. Because the way that I see the world is different from the way you see the world. And thank goodness it is. Because that is what makes us all irreplaceable. Make no mistake about it: buying is very emotional. So whatever you do, make sure you're telling a story that makes people feel something. ****** To connect with Justin and Mary Marantz, you can find their website HERE and to get to know them better you can check out their promo video HERE. |
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MCP Actions...and a Contest!
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I f you're reading this blog, it's because you are a friend, client or fan of one of the most talented wedding photographers working today. And maybe you've wondered, how do amazing photographers like Jasmine Star do what they do so well? How do they create such breathtaking images, sometimes from not-so-amazing situations and scenarios?
The answer is - I have no idea. Every photographer is different, but I think for each of them it's a combination of the following things:
That last piece is where I come in. I'm Jodi, and my company MCP Actions makes tools that help photographers process and edit their images using either Photoshop or Lightroom. Photoshop Actions and Lightroom Presets can't take bad pictures and make them look good. But they can take good images and make them look amazing, in a lot less time than it would take a photographer to edit each image individually by hand. They're what some photographers refer to as the 'secret sauce' that takes their images from good to great in a short amount of time. So how do they work? I'm going to show you two examples using recent photos of my twins. Side note: I had originally asked Jasmine if she wanted me to edit a few of her photos to share here. But she said she'd rather have me use some photos of my own, and even remembered that I had twins! The touching part here is that she remembered I have twins - granted she's a twin, but she remembered this from a chat we had early in 2009. Though it may sound small, I believe Jasmine's emphasis on personal relationships is part of what has helped make her such a success. The photo below of my daughter Jenna was edited with the MCP Fusion Photoshop Action Set and the MCP Eye Doctor Action. The really cool thing about the Fusion set is that you can use the Mix and Match actions. You can try out different looks on different images to determine what looks best. Once you know what you like, you can layer in actions at different strengths to make your images look exactly the way you want. 
For this image, after running Color Fusion Mix and Match, I selected Lemonade Stand at 19% and Vanilla Cream at 26% (the workflow folder called One Click Color was left at the default 50% opacity). To achieve a more custom look, I used a few of the "paint on" actions: Dodge Ball applied to the face (it looks bright on the computer but printed beautifully on canvas), and Magic Markers on the background to pop the color. I finished the edit with the Eye Doctor and used the Sharp as a Tack layer. 
Here's Jenna's twin sister, Ellie. I also used MCP Fusion Photoshop Action Set and the MCP Eye Doctor Action. For this edit I wanted a softer look, so after running Color Fusion Mix and Match, I lowered the opacity of One Click Color to 35%, and selected Lemonade Stand at 36%, Crave at 35% and Vanilla Cream at 15%. Next, I used the Eye Doctor to enhance the light in her eyes. And lastly, I duplicated a pixel layer and used the patch tool to reduce the dark shadows from under her eyes. I am not sure why, but Ellie named the creases and shadows "packages." So she always asks, "can you get rid of my packages?" Editor note: If you do use the patch tool under the eyes, make sure to use it on a duplicate layer and then reduce the opacity so it looks natural. 
Want To Win Something Cool: So, now that you know a little bit more about how actions work, wouldn't you love to have some shiny new actions to try out for yourself? Well you're in luck! We are giving away two $150 gift certificates to the MCP Actions store. All you have to do to enter is visit our site and then come back to this post and leave a comment saying which actions or presets you would select if you win. Join us for photography discussions and free actions and presets on the MCP Facebook Page for "extra credit." If you "like us" on Facebook add a bonus comment below. Jasmine will pick the winner on Monday. So check back then. Good luck in the contest, and thanks for reading! ************************** The Contest is over and CONGRATS to Kimberley and Stephanie Fox for winning! ************************** MCP Actions wants to make sure everyone "wins" so make sure to visit the MCP Store to download some free Photoshop Actions and free Lightroom Presets too. Warning: actions and presets can be addicting - so don't say we didn't warn you. Also, check out MCP's newest freebie to help you transition to the Facebook Timeline: Eight Free Facebook Timeline Cover Templates, complete with an instructional video teaching you to customize these and even build your own. MCP Actions Site: http://mcpactions.com MCP Actions on Facebook: http://likemcp.com |
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Photoshop Actions + Post Processing
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H appy Monday and I hope life is sweet...as sweet as a warm s'more. Mmmmm, sugar. Is it too early in the morning to be craving such terrible goodies? No, didn't think so either. It's Monday and last I heard calories don't count at the beginning of the week. Speaking of this week, I'm working on a new Shooting Star which will be posted in a couple days where I address photographing preparation details. As the lead photographer, I'm with the bride as she prepares...and JD is with the groom. Our approaches are entirely different, but I'll get into the details later. For now, I just wanted to post a few of his pictures to give a few samples of his work as they'll be used as examples at a later point.
All of these photos were outsourced to Photographer's Edit and processed with Adobe Lightroom. I've edited them with Kubota Photoshop Actions and used BlogStomp for sharpening and the application of the photo border. JD takes a fully photojournalistic approach to preparation photos. Jeff and his groomsmen arrived in the morning and decided to play croquet...sorta... Saturation: -100 Bronzed God: 17% Contrast: +2 |
| Most of the time, a groom just wants to hang out with his friends and have a great time...
Fassion Passion: 9% B/W Enrichment: 13% |
| Pieter was one of the sweetest and tender-hearted grooms...ever. His future wife wrote him a love note that brought him to tears and JD captured the precious moment.
Saturation: -100 Black Satin B&W 4: 36% |
| Often a bride gives her groom a wedding gift...Jody's reaction to his new iPad is priceless...
Saturation: -100 Contrast: +2 BW 70/20/10 Bronzed God: 6% |
| ...but Jody's reaction to realizing Shannon loaded it with personal photos is even better...
KPD X-Process Combo: 7% B&W Enrichment: 10% |
| Vince was one cool and laid back groom. He prepared by himself and enjoyed a brief moment of respite before the craziness of the day...
Kiyoko Punch: 15% Creme Bruleee: 5% |
| Making sure the guys are enjoying their time and each other's company is JD's top priority...
Saturation: -100 Black Satin B&W 4: 36% |
| There's always one groomsmen who makes the day extra fun...
Kiyoko Punch: 14% |
| This was posted for a few reasons, but the main one was to express how thankful I am to have such a solid partner. In business...and life. JD's contributions to the wedding portfolio are immeasurable and I hope these Photoshop tips also helped a bit. To see more blog entries related to post processing, feel free to CLICK HERE (also, this post refers to the first action set I purchased and how helpful it was).
Happy Monday! |
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Starting a Photography Business : What I Wish I Knew
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I f you're here and you're thinking about pursuing photography or taking your photography business full time, I'd love to have a little chat. Why? Because I got to thinking. And when I think, dangerous things happen. Like that one time I bought cream suede boots...I looked like a Mexican telenovela actress at a karaoke bar...it was bad. Whoa, that was a detour. Back to starting your photography business!
I got to thinking about a few things I wish I knew before starting my business. Yes, I wish I knew more about the technicality of photography (wait, so you're telling me f-stop and aperture ARE THE SAME THING?!?), but I wish someone would've sat me down and had a real conversation about expectations. I envision this scene in my head like there's this mafia-looking guy (hair slicked, big nose, acne scars) sitting in a corner booth at an Italian restaurant ready to give me me first hit job. Come to think of it, maybe I'd wear those suede boots in this scene. |
| Okay, so here we go. Here's what I wish someone told me when I first started my photography business...
1. Expect the Worse. It might sound terribly pessimistic, but expect the worse. If you can imagine just how bad things could be--and you're okay with the outcome--then you know exactly what you're risking. Knowing the worst, but hoping for the best tempered my emotions when I first started. The worst case scenario (for me) was: failing at photography, going back to law school, and owning a really nice DSLR camera. Once I realized what life looked like if I failed, I was ready to succeed. There are others who might be risking a mortgage, health insurance, and a 401K, so I suspect the transition may be slower in order to safeguard one's family and assets, but it's important to really know what's on the line. 2. Good Mistakes. Although you don't want to make mistakes, they'll happen. It's part of the growing process, but it's important to know not all mistakes are bad. A misstep that allows you to learn, correct, or grow is actually beneficial and the more you make in the beginning, the less you'll make later. Instead of trying to avoid mistakes, embrace each challenge optimistically and know you're learning along the way. 3. Unconsciously Decision Make. Okay, so that was written all yoda-style, but what I really mean is go with your gut. I'd like to think I carefully weighed all the factors before starting my business (consciously), but actual decision making is made in primarily in an unconscious way. This doesn't mean this is bad or faulty, there's simply just too much to digest, too many unknowns (I had never started a business before, could I really compete in a saturated market, would people like my suede boots?). Innately, we want to make educated decisions, but it's important to know actual reasons are hardly enough to cover reality. Do as much research as you can, then take a jump! (This also applies to buying lenses, the perfect photoshop actions, business cards, a website, etc) 4. Thought Paralysis. This pertains to point three. When you start a business, you want to know all your options...at least I did. Little did I realize this would only lead to the inability to actually make a decision. The more you research, the more you'll find. This may lead to a rabbit hole of choices (been there, done that), so try to set parameters before you dive too deep. 5. Emotional Anticipation and Assessment. Let's be real for a second: the daily grind of what I do isn't glamorous. I sit in yoga pants for hours in front of my computer...I sing for my dog...I occasionally wear mismatched socks around the house. I work a ton and I photograph (professionally) on good days. Before I built my business, I looked forward to working from home with positive emotions (probably because I had never done so), but once things got going, I realized it wasn't all pixie dust and kazoos. The emotions I place leading to or at the conclusion of an event are often the strongest because they're idealized...it was important for me to take my perfected ideas of being self-employed and juxtapose it with reality. I wish I had done so earlier because it would have lessened the blow of sitting in solitude for hours, not having a water cooler to congregate around, and having a co-worker with four legs. Whew, this was a doozey of a post. If you stayed with me until the end, you got bonus cool points in my book. If this helps just one person--even a tiny bit--then I'm happy. The more we help each other, the better this industry will become. Together. Happy Wednesday! |
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New Kubota Photoshop Actions
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A few nights ago--after releasing Meg's wedding gallery online--I received an email from her. She, apparently, was viewing her gallery when she came across a few photos JD captured. And she began to cry. You see, unbeknownst to Meg, Tim surprised her with a diamond wedding band. He placed it on her finger during the ceremony, but she didn't respond. Initially. Because she didn't see it. While I was setting up the group formal, JD was standing off to the side. He captured the moment when Tim pointed out the new ring...and Meg's reaction.
It's moments like these I completely adore. And I'm so thankful to have JD on my team. Here's a few of JD's candid shots processed with my new Kubota Photoshop Actions. I've finally had the chance to sit down and choose my favorites...I love them! You can find these new actions in the Viva La Vintage action set. TenSeventies 16% Curves bump Magic Sharp 44% |
| Mr and Mrs Feingold seeing their daughter, Keren, for the first time in her wedding dress...
Hot Flashes 6% VintageTen 9% Magic Sharp 50% |
| Erin and Mike just outside Shutters on the Beach hotel...
Chai Stained 7% Golden Delish 20% Magic Sharp 45% |
| Saturation -100
Best Chocolate Ever 54% Curves Bump Magic Sharp 60% |
| Jody wiping the tears from Shannon's face at the Viceroy Palm Springs...le sigh
Saturation -100 BWXXX 23% Magic Sharp 45% |
| Like I mentioned before, these were all JD's photos processed with the new Kubota Photoshop Actions. To see archived photoshop/post-processing blog posts, click HERE or HERE for more... |
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| © 2013 Jasmine Star Photography | Blog by infinet design |
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