The Myth of the Marketing ‘No-Brainer’

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By Julie Wright, President

Over the past 20 years, I’ve often heard people ask for the ‘no-brainer’ marketing idea. Two weeks ago, it was an entrepreneur with a national retail product looking for a PR ‘slam dunk.’ And two days ago it was the nonprofit executive overseeing a multi-million dollar fundraising campaign who scoffed at the notion that marketing dollars should be budgeted for her organization’s social media program.

This thinking is a dangerous delusion: There are no marketing no-brainers, slam dunks or results without a commitment of time, resources and, yes, budget.

How can I be so sure? It’s pretty obvious to me: If it were that easy, we’d all be millionaires and every nonprofit would be well-funded.

It takes a lot of hard work and money to understand your target market’s needs, reach them with your messages and keep those messages top of mind so that they think of you when they are ready to buy or donate.

Social media may have low barriers to entry but that doesn’t mean that making it work is free. Far from it. Like press coverage, engaging your target audience via social media means you need to earn their attention—earn, as in “to receive as return for effort and especially work done or services rendered.”

Entrepreneurs underestimate the investment required in time, attention and dollars to earn both their market’s attention and its business. This myth may be a big reason that roughly half of all businesses fail within five years.

Nonprofits need to keep their cause “top of heart” with donors all year round through storytelling and sharing. Imagine how donors will feel when reading a yearend appeal letter when they know how hard an organization has been working all year round. Their heart is already open to the appeal.

Return on investment from marketing activities requires strategies, systems and the people in place to see them through. The first step to marketing success is letting go of the idea that there’s a slam dunk, no-brainer or result to be earned without any investment.

5 Tips for Great Pictures

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By Kairee Luna, Design Specialist

One job that I truly love doing — no matter the circumstances, time required or pay — is one that I taught myself. It sometimes requires me to work outside in the cold or heat, roll around in dirt, and occasionally endure public humiliation. This is the life of a family photographer. I love what I do, and I’ve learned simple tips along the way that can help anyone take great pictures.

1. Edit photos sparingly.

Editing can enhance a photograph, but it can also detract from a photograph if done incorrectly. Editing should emphasize the good that already exists. Whenever I edit a photo, I try to keep it looking  as natural as possible while still making it "pop." I do so by adjusting lighting, saturation and contrast. Many beginners over contrast, or over or under saturate an image. It's fun to experiment with filters, so it's easy to go overboard. Still, the best photos are the ones that look natural, with the main focus on the subjects, not the strange colors and dark shadows that may exist around them. Now if you're going for artful or abstract photography, that's another story.

2. Don't be afraid to embarrass yourself.

If you're photographing children and want their attention, you'll need to act a little goofy to get them to laugh. During one of my recent shoots, I spent a good portion of the session making popping sounds with my mouth. And don't be afraid to sing if you have to. Luckily for me, I now have a partner who accompanies me on my shoots to take over the embarrassing battle of making silly faces for the kids. However, that task never truly ends.

3. Don't over or under pose your subjects.

My biggest weakness as a photographer is not knowing appropriate pose techniques. This can lead to awkward pauses where I attempt to think of something quick and on the spot, which may not make for the smartest decisions. At the same time, I believe this is also one of my strengths as it allows me to capture the moments I do. I don't strive for perfection; I strive for the raw and natural. You'll rarely see me move a client's arm to the small of his wife’s back, or tilt a child's head to get the very best angle. Sure, I'll give my clients loose direction and make sure they're all facing the camera, but I allow them to pose how they want. And when a family laughs, or a child runs off to play on their own, they become the best moments to capture. If a client doesn't feel comfortable, you'll sense it in a photograph. Likewise, if they're caressing their boyfriend's cheek in a way they wouldn’t in real life, it’s awkward for everyone. Sure, the photo might look awesome and resemble a romantic novel cover, but it doesn't reflect the personalities of the people in it. 

4. It's not the camera or equipment that makes a great photographer, it's the person behind the lens.

My biggest pet peeve is when someone compliments an awesome photograph, but then follows up by saying, "What kind of camera do you have? It takes great photos!" I shoot with the bare basics — a camera body and a 50mm camera lens, no fancy flashes, accessories or even top-of-the-line lenses that might separate me from looking like a hobbyist on a regular day. But if a photographer knows how to use their camera, frame an image and work with their subjects, it doesn't matter how old or basic the camera is. The photos will always turn out beautifully. And just because someone has better or newer equipment, doesn't mean their photographs will be any better than your own. 

5. Practice, practice, practice.

Photography is a skill you'll never stop learning, and the more you do it, the more you'll grow as a photographer and develop your own style.