Preparing for Imaging USA: Wants Versus Needs - PPA Today
Preparing for Imaging USA: Wants Versus Needs
Written by guest blogger and Imaging USA first-timer, Danielle Brooks.
Every August when kids go back to school I get jealous.
I used to love getting new pens, binders, notepads and best of all, having new classes. I loved school. Every year in college, when a new course catalog would come out, I would spend the afternoon reading the course selections. I got so excited looking forward to what I could study the next semester. It's okay, I can admit I'm a total nerd.
However, the same is true of Imaging USA. As soon as I signed up to go, I immediately got excited about the dozens of classes being offered. And who wouldn't be excited about this opportunity to learn? There are so many great teachers and classes that it is seriously difficult to choose from them all. How do you pick? And more importantly, if this is your first time to IUSA, where do you start?
I first started planning my classes based on seniors. They are the number one market I want to break into, and I want to be able to market myself to them effectively. However, after the initial "course catalog high" wore off I really started to question if those courses would be the most beneficial to me at this stage in my business.
When you are first starting out at IUSA it is probably best to analyze your skill set and plan your courses accordingly. For me, IUSA is about kicking my business into high gear. No more playing games and wasting time. I want to focus on my skills and make my photos the best they can be.
I sat down and took a hard look at my photos and determined that I need to focus on lighting and posing. I need to learn how to really SEE light. I need to focus on how to look for it, how to use it, and how to control it. Posing clients can always be a struggle. I have ideas, but how do I effectively communicate them to my clients? How can I constantly create new poses without my work looking the same? How can I make my clients look less awkward? All of these questions need to be answered before I can really take my business to the next level.
Learning how to market to seniors won't help me when it comes to posing or lighting. I can have the best marketing plan in the world, but if my clients' pictures are subpar, no amount of advertising will help.
As a newbie to IUSA it is my initial defense mechanism to puff myself up and pretend to be a better photographer than I really am. When I was coming to terms with my skills, I would tell myself, "I don't need help with lighting and posing, that stuff is for beginners."
But the reality is: I am a beginner. That was a hard pill to swallow.
We all have to start somewhere, and after a tough conversation (with myself) about my wants versus my needs, the answer was crystal clear. I'll probably take a few classes aimed at marketing to seniors, but the majority of my time will be spent in posing and lighting.
I don't want to roll in to IUSA prideful, giving off the impression I don't need help. It might make me feel good in the short term, but it's just a mask for my insecurities and it wouldn't be beneficial to me in the long run. The reality is that the people I look up to in the field were in my shoes at some point in their career. So I will be as humble as possible; accepting help any way it comes. Even if I am the worst photographer at IUSA, I know that I wont leave with the same skill set I came in with. After all, when you are surrounded by greatness the only place left to go is up.
So sit down and really analyze your work. What are your wants versus your needs? My advice would be the 75/25 principle. Take 75% of the classes you know you need, and take 25% of the classes that you want to just for fun! IUSA is more than just learning. Yes, improve your skills, make the most of your time there, but don't overlook opportunities to have fun! Take the chance to meet new people and get some sweet swag! You chose photography as a career for a reason. Reconnect with your passion and remember why you fell in love with your camera in the first place.
And if you're a veteran of IUSA you should look into the Alumni Program. They will sign you up with a newbie such as myself. It gives us first timers a chance to ask any questions we may have for a more seasoned individual. You would also be able to help us navigate the tradeshow floor and make sure we know where to spot good deals. What better way is there to spend a couple of hours at IUSA than imparting your knowledge and wisdom to the next generation?
We need and want your expertise. We are hungry for it. After all a wise man once said, "Train a child in the way he should go, and when he is old he will not depart from it."
Not to say that we are children, but you get the picture.