Photography: the Art of Success

By Chuck Groot

There is no available information at this time.

• Language: English
• Publisher: Xlibris US
• Release date: Jun 18, 2008
• ISBN: 9781477166383

Chuck Groot

Chuck Groot has been in the photography all his life being a second generation professional photographer and has been in business for himself for over 30 years. Mr. Groot won his first national award, the Canadian Amateur Medal, at the age of fifteen, doing an expose on pollution. From there, he has gone on to win acclaim for his photography in Canada, The United States, Japan, Australia and Europe, accumulating over 50 national and international titles. Chuck has his Fellow of the Professional Photographers of British Columbia (F/PPABC), which is the highest award honoring photographers in British Columbia. He is one of few photographers in Canada who has earned the prestigious Master of Photographic Arts degree (MPA). As well, Kodak has presented him with two of their Gallery Awards for Excellence. He was the youngest photographer to be invited to join the American Society of Photographers. He feels particularly blessed having been able to study with some of the finest photographers in the world: Josef Karsh, Arnold Newman, Monte Zucker, Jason Hailey, Frank Cricchio and his father, John Groot. This background, rich in expertise, has led to his having won top awards in a variety of photographic fields: children, families, weddings, pets, wildlife, nature, commercial and fashion. He studies have not ended there. Chuck teaches Marketing, Entrepreneurship, Photography, and Digital Imaging at a local high school – and consequently knows about effective learning strategies. He was granted the Federal Business Development Bank Certificate of Achievement in outstanding contribution towards Small Business Owner Management under the FBDB Community Business Initiative and was awarded a Professional Certificate by the British Columbia College of Teachers. He took part in an Advanced Entrepreneurship Masters Program at the University of Victoria. Chuck’s career has been enriched by study under master motivators and strategists such as Tony Robbins, Jay Abraham, Robert G. Allen, Mark Victor Hansen, Jack Canfield, Cory Rudl and Mike Litman to name a few.

Book preview

Photography:

The Art of Success

Chuck Groot

Copyright © 2008 by Chuck Groot.

Library of Congress Control Number:     2008904526

ISBN:         Hardcover                             978-1-4363-4328-2

                  Softcover                               978-1-4363-4327-5

                   Ebook                                   978-1-4771-6638-3

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the copyright owner.

To order additional copies of this book, contact:

Xlibris Corporation

1-888-795-4274

www.Xlibris.com

[e-mail]

34575

CONTENTS

Chapter 1  Success and You

Chapter 2  Making It Fit

Chapter 3  Failing to Plan is Planning to Fail

Chapter 4  Plan to Get Ahead

Chapter 5  Knowing what you want

Chapter 6  Making It All Happen

Chapter 7  Time Management

Chapter 8  Let’s Start Your Business

Chapter 9  Keeping the Momentum Going

Chapter 10  The Why-Not! Factor

Chapter 11  Your Introduction To The Business Plan

Chapter 12  Looking At The Competition

Chapter 13  Marketing

Chapter 14  Putting It All Together

Chapter 15  Advertising

Chapter 16  Free or Cheap Advertising

Chapter 17  Broader Forms of Advertising

Chapter 18  The Secrets to Creating Great Ads

Chapter 19  Pricing—How do YOU Value Yourself

Chapter 20  Start-up Costs and Doing Business

Chapter 21  Monthly Operating Budgets and Cash Flow Statements

Chapter 22  Operations

Chapter 23  The System—Answering the Phone and Door

Chapter 24  First and Second Consultation and the Portrait Session

Chapter 25  The Back (But Most Important) End

Chapter 26  Making the Sale

Chapter 27  Making and Finishing the Order

Chapter 28  Fifty Fantastic Strategies For Building Your Business

I dedicate this book to my mom Leni, my dad John, my wife Susan Groot,

Carly, Samantha, Nathan, and Kelsey.

My love, admiration, and respect go to all of you.

Dad you taught it all to me, good business and great photography, thank you.

Mom you taught me caring, empathy, and doing the right thing, thank you.

Many thanks go to my loving, supportive and encouraging wife Susan.

Without you this never would have been accomplished.

Not to mention you endured many quiet nights upstairs while

I pecked away furiously on my keyboard.

To the kids, a big hug and thank you for being supportive, encouraging,

and also helping me to stop and smell the roses occasionally.

The real gem is finding an award-winning professional who will let you in on their methods. Chuck’s enthusiasm and positive attitude are contagious. Enjoy the ride!

Martin Russell

Author of the internationally acclaimed

success maker Word of Mouth Magic

Wow! Talk about fun and fantastic! This amazing new book rocks and socks with ideas, stories, tips, tricks and other mind-stretching, money-making, and attention-grabbing wisdom! Get this one NOW!

Debbie Allen

International Business, Sales & Marketing Expert

Award-Winning Author of

Confessions of Shameless Self Promoters and

Confessions of Shameless Internet Promoters

Experience Speaks! Here are the street smart secrets, a map, to a run away successful studio. If you want to rise above the crowd in income, reputations, and satisfaction, just follow the game plans in Chuck’s book!

Mark Laurie MPA, SPA, F/SWPP

INTERNATIONAL PHOTOGRAPHER OF THE YEAR

In Fashion & Glamour, Commercial, and Nature

Although he is a gifted photographer, Chuck is a businessman first. In this book, he has combined these two talents to offer photographers advice on how to win more customers, get them to buy more and to keep them coming back. Whether you are an experienced professional or just starting out, you can’t afford to pass up this book.

Jim McCullough SPA

Past Vice-President of the Professional Photographers of Canada

Past President of the Professional Photographers of BC

"Chuck’s book is 100 percent on target and has great impact…"

John Jantsch

Duct Tape Marketing

www.ducttapemarketing.com

Chuck Groot tells how to overcome setbacks, how to find self-esteem, and how to apply his practical approach to setting goals. The Groot Way works!

Brent Edwardson MPA, F/PPABC

Multi Award Winning Photographer

President of the Professional Photographers of Canada

Chuck Groot is one of Western Canada’s premier Portrait and Wedding photographers and has consistently won major awards. Not only is he a respected educator, but he is also successful in the creative, esthetic, technical, and business side of photography. Chuck is always prepared, friendly, very informative and always very entertaining. The greatest gift he gives is his formula for success—thank you Chuck.

P.J. Smyth

Applewhite Photography

Former Dean of the Western Academy of Photography

Chuck Groot is a wealth of knowledge, with energy to burn!

Doug Wittich

Former President of the Western Academy of Photography

Thanks for everything! This is an opportunity for me to say thank you from the bottom of my heart for your tremendous generosity and patience. Thank you a thousand times for your valuable instructions!

Samantha Santos

Award-winning Artist/photographer

I feel privileged to have acquired such valuable knowledge from a master photographer—thank you.

Lela Houghton

The system works… as long as you follow the system… 

Dr. Dan Stamp

Productivity Expert

Chairman and Founder of Priority Management Canada

Author of :Overcoming Barriers to Personal Success, and

The Invisible Assembly Line: Boosting White Collar

Productivity in the New Economy

Groot strikes gold! Regardless of your previous levels of success, Photography: The Art of Success reveals insights that will take your business and personal lives to a whole new level.

Ruben Gonzalez—Olympian, Speaker,

Author of The Courage to Succeed

Chuck, you are an asset to our profession. Chuck Groot delivers and then some! He’s engaging, entertaining and right on the mark when it comes to tailoring his book to our profession. His message works on a number of levels.

Edward Booth CPP, M.Photog.Cr. API

Trustee/Director for West Coast School of Professional Photography

Council Person for Professional

Photographers of America—Education Committee

Past—President of the Professional Photographers of California

Chuck Groot has the uncanny ability to explain everything in such a way that not a single question was left unanswered for me. He not only offers processes, but total understanding of those processes.

Jackie Tiani

Productivity Expert and Author

President of Organizing Systems

Anyone in the line of photography, will gain the added advantage that will massively improve their business, strengthen their bargaining position, and skyrocket their income from reading Chuck Groot’s book.

John Di Lemme

International Motivational Speaker

www.FindYourWhy.com

"I’ve been managing my own general photography studio for nearly thirty years in a small Ontario community. I can only think how much more successful I could have been in my career, if I had been exposed to Chuck Groot’s financial wisdom from the very beginning.

Nelson Simard, HLM, SPA, MPA, APPO

This book took the dedicated and passionate help of family, friends, staff, business partners, celebrities, and the many, many friendly photographers who have crossed my path the world over.

First and foremost a huge thanks you to my family!

Susan, my wife, Carly, Samantha, Nathan, and Kelsey my awesome children, who in the pressure filled months it took to finish the book, were patient and understanding. At the same time, when it was needed, took me by the hand and made me take a break and smell the roses, play on the lake, or go ride my horse Toby.

To my mom and dad, John and Leni Groot, who provided me with their abundant love, laughter, and vitality to make this possible. Not only did they give me life, but provided the time, space and tools to become the person that I am. Dad, your photography is still the best I have ever seen, you were and are, always ahead of your time. Mom, your determination and organization were instilled in me from a young age and with your love you showed me that I could do anything that I put my mind to.

Special heartfelt thanks go to Dianne Gillespie, my editor and sage advisor, who gave incredible support and generous encouragement during all stages of putting this book together. You worked so hard to make this book happen and it did.

Grateful thanks go to Fawn Christianson, my mentor and coach, who kept me on track, focused, and always ensured that I tackled the most important area first. Your friendship is a gift that I cherish.

Finally, I would like to pass on my heartfelt thanks to the following people who generously took time out of their very busy lives to review parts of my manuscript, offer suggestions, give encouragement, and respond to all of my questions. You are all amazing people, who walk your walk, as well as talk your talk. You make a difference with just being there, please continue to affecting peoples lives in the most amazing ways.

Debbie Allen

International Business, Sales & Marketing Expert

Award-Winning Author of

Confessions of Shameless Self Promoters and

Confessions of Shameless Internet Promoters

Edward Booth CPP, M.Photog.Cr. API

Trustee/Director for West Coast School of Professional Photography

Council Person for Professional Photographers of America—Education Committee

Past-President of the Professional Photographers of California

John Di Lemme

International Motivational Speaker

www.FindYourWhy.com

Brent Edwardson MPA, F/PPABC

Multi Award Winning Photographer

President of the Professional Photographers of Canada

Stephanie Frank

author of The Accidental Millionaire

co-founder of the Whole Wealth Institute Business Accelerator

Ruben Gonzalez—Olympian, Speaker, Author of The Courage to Succeed

Lela Houghton

John Jantsch

Duct Tape Marketing

www.ducttapemarketing.com

Mark Laurie MPA, SPA, F/SWPP

INTERNATIONAL PHOTOGRAPHER OF THE YEAR

In Fashion & Glamour, Commercial, and Nature

Don MacGregor MPA, F/PPABC/A, M.Photog.Cr

Jim McCullough SPA

Past Vice-President of the Professional Photographers of Canada

Past President of the Professional Photographers of BC

Len Moss

Martin Russell

Author of the internationally acclaimed success maker Word of Mouth Magic

Samantha Santos

Award-winning Artist/photographer

Nelson Simard, HLM, SPA, MPA, APPO

P.J. Smyth

Applewhite Photography

Former Dean of the Western Academy of Photography

Dr. Dan Stamp

Productivity Expert

Chairman and Founder of Priority Management Canada

Author of: Overcoming Barriers to Personal Success, and The Invisible Assembly Line: Boosting White Collar Productivity in the New Economy

Jackie Tiani

Productivity Expert and Author

President of Organizing Systems

Doug Wittich

Former President of the Western Academy of Photography

Because of the scope of this project, I know I have left out many names of people who helped me along the way. I am sorry. Please know that I really do appreciate you all of you.

And finally, to God, from whom all blessings flow, whose loving hand daily manifests itself.

Chapter 1

Success and You

Congratulations, you’ve taken the first step. You have made a conscious decision to be a successful photographer. You’ve now entered a completely new level of contentment and satisfaction, more than you could possibly imagine.

By taking this first step, you have started taking action. All successful entrepreneurs agree that it is the action steps that create your success. Action steps taken within a successful strategy creates the desired results. Nike said it best when they coined their slogan as, Do It. That’s what it is all about: taking the first step, then the next, and then not stopping till the job is done.

Part of a successful strategy is creating for yourself a definition of success, a definition that encompasses what you stand for and believe in, and at the same time, what maintains your integrity. What is it that most people want in life? Why, most people want to be happy, of course. We do things to bring others happiness, and of course, ourselves happiness. Now would be a good time to start thinking about what happiness means to you. What is it going to take for you to be happy?

When is enough, enough?

How much money do you need in your bank account?

How big an income?

What do you want your ideal weight to be?

How many hours of work do you want to do?

How many holidays do you want to take?

What do you need to do, to recharge your batteries, mentally, spiritually, and physically?

How much knowledge do you need or want? and

After determining these values, you can create your definition of success!

The same ideas apply to your business. This process will give us the framework for how to formulate the type of organization, planning, methodology, marketing, maintaining, accounting, servicing, and renewing, that you will need to do. In the next little while, we will be looking at these areas and redefining the Genuine You. You will define the way you really want to be and provide the framework for true contentment and happiness in the profession you choose and love.

But what now?

It all seems so confusing and difficult!

Don’t worry; we will be taking a step-by-step approach to each and every aspect of you and your business.

What do we mean by you? We will be taking a complete look at the physical, emotional, mental, and spiritual you.

Your business has the same components. Each and every component must be addressed and fine-tuned. We know that life is best when everything is in balance. When one area is out of whack, everything is out of whack. You can’t drive a car that has one flat tire—it ruins the car, not to mention, makes it difficult to drive. You life is exactly the same way. If one of your wheels is flat, you are slower and are pulled to one side.

The second step is equally as easy and as important as the first one. It is making a commitment to yourself that you will stick to the program to the very end so that you will ensure the outcome. You will guarantee yourself that you will stick around to see the fruits of your labour. You will promise yourself to do everything in your power to ensure your peace of mind, happiness, and financial success.

It has been proven by research and study after study that, when people write down their goals, sign a commitment letter, and verbally proclaim a promise made to themselves, success rates soar. The mere fact that you write down your goals puts you into the top three percent of all achievers. I wrote my goals down when I was sixteen years old and when I turned thirty I found my original list. I was amazed to see how many of my goals I had achieved and I wasn’t even consciously working on them!

Print the following form and write in the spaces provided Yes I will after each affirmation. At the same time repeat out loud the phrase, I will take the time necessary, every day, for the next thirty days to ensure my success with the help of this program of photographic and business enlightenment.

This may seem over the top—but believe me—it works!!!

I,

8244.png

on this day the 8256.png of the month of 8250.png in the year 8254.png do solemnly and consciously promise to myself that I will:

After each statement write Yes I Will and remember to say I will take the time necessary, every day, for the next thirty days, to ensure my success with the help of this program of photographic and business enlightenment.

Take the time everyday for the next thirty days to follow this program of enlightenment. 8259.png

Follow the program to the very end and do the best that I can to complete whatever is required to reach the desired outcome. 8262.png

Accept myself as I am and know that greatness is an action, not something that can be bought or given. 8265.png

Believe in myself and know that there are lots of others out there who believe in me too. 8267.png

Accept that my life is made up of a plan that I must design and that only I am responsible for the outcome. 8269.png

Believe that I can do anything, when I put my mind to it, plan it, organize it, and put effort to it. 8272.png

Promise to do whatever it takes without being dishonest (to myself or anyone else) to achieve the purpose I set forth for myself. 8274.png

Believe that in order to get out of life what I want, I need to provide others with an equal or greater value product or service to satisfy their needs. 8276.png

Accept that I take full responsibility for my life and that I am responsible for all actions and decisions that I make. 8280.png

Believe that I have the power, and can gain the knowledge, and have what it takes to succeed in all of my endeavors. 8282.png

Signed by:

8286.png

Chapter 2

Making It Fit

What I would like you to do now is to take the questionnaire below to find out what photographic style suits you the most. This will help determine how you can make your business fit you, rather than you fit your business. Making this adjustment is an essential element of success. Too often people let the business dictate how things are going to be rather than dictating how the business will be run. This leads to an automatic subconscious fight, a fight that they will surely lose.

For example, you see a pair of shoes that you really, really like, but they fit just a bit tight. No problem, the salesperson says, we can stretch them to fit your foot and they will be good as gold. The salesman stretches the shoes and the fit isn’t bad, not great, but not totally comfortable. So you buy them. Because you have been on your feet all day you figure that your feet are probably swollen, so the shoes will feel good tomorrow. Guess what? Tomorrow comes and the shoes still kill your feet. You think, what the heck, it’s only one day so you keep trying because you really like the shoes. Yet, every time you put the darn shoes on, all you get are sore feet and painful blisters. However, by this point, it’s too late; the shoes have been so scuffed that they can’t be returned. Don’t let your job be that way. And please, don’t allow your passion for photography to be driven out.

Let’s either make that fit a good one from the start, or get another pair of shoes that do fit properly by going into another area of photography that will suit YOU the way you want.

I remember when I was in high school and I was trying to figure out what to do when I grew up, which path would be best for my future. So I asked my guidance counselor and he gave me some tests to take. Back then, such tests were not overly sophisticated, but I guess for many they served the purpose. Anyway, I spent a few hours doing these and he told me to come back the next day, which I did. The results were stunning. He said that based on my aptitude test I was extremely well suited for of all things—a dance instructor!!!!

Well, I sure wished that I had a video camera focused on me that day because I’m positive that the look on my face screamed horror. Picture this in your mind, a six foot five inch two hundred and fifty pound football player being told that he was best suited to be a dance instructor. NOT!!!!!!!! After the guidance counselor finished laughing his head off he quickly followed that up with the thought that I would probably succeed at anything I put my mind to. He was right, but it took me many years before I could effectively put my mind to do something well enough to succeed at it. In the mean time, I ended up doing many different jobs, jobs for which I was not totally suited, and some jobs that I just didn’t like.

It’s like anything else in life: if you are doing something that bothers you or you dread doing it—change. You are in control, you make the decisions, and you must take responsibility for your actions. So whether you are just starting out or a seasoned pro, don’t you think it is time that you designed something that fits you? You can design something that you will enjoy going back to day after day. The easiest way to start is by completing the following questionnaire.

There are four types of successful photographic entrepreneurs: the maple, fir, willow, and oak. Let’s find out which one you are! Here is a quick questionnaire that I devised to find out about what I call, YOUR Photographic Suitability Quotient—DO NOT READ AHEAD!!! It would be counterproductive to read ahead. You don’t want to find out the attributes before you complete the answers—it may colour your true answers. You need to look at this honestly. There is no sense trying to fix it so that you may get an answer more to your liking because doing things according to YOUR assumptions will not produce the right answer. That’s exactly why you are in this program to begin with, you are unhappy with your results. So get a piece of paper and write down your answers to the following questions. Answer truthfully and sincerely—take your time. Only you will know the results and you will then be able to design a photography business that works for you.

Photographic Suitability Quotient

1. Are you more likely to

a. Act before you think

b. Think before you act

2. Do you like to explain things with

a. Metaphors and analogies

b. Detailed descriptions

3. Would you rather be

a. Superficially involved in lots of projects

b. Deeply involved in one or two important projects

4. Do you tend to

a. Talk a lot and listen less

b. Listen more and talk less

5. Do you tend to be

a. General and less specific

b. Very specific and literal

6. Do you prefer to

a. Go with the flow

b. Set rigid goals

7. Are you

a. More practical than imaginative

b. More imaginative than practical

8. Do you live

a. For what will be

b. For the moment

9. When working on a project would you rather

a. Think out loud and brainstorm with a group

b. Think things through in your head and then share your ideas with others

10. Do you like new ideas

a. Only if they are practical

b. Because you like new things

11. Do you prefer to

a. Learn new things

b. Use what you know

12. At work, do you

a. Enjoy being at the center of the action

b. Avoid being at the center of the action

13. When making decisions, do you

a. Base them on what you feel is right

b. Analyze everything and weigh up the evidence

14. Are you generally

a. Late—always running a few minutes behind

b. Punctual—always on time

15. Are people more likely to describe you as

a. Overly emotional

b. Insensitive

16. Are you a

a. Realist

b. Dreamer

17. When something excites you, do you

a. Share it with your closest confidants

b. Share it with everyone

18. When making decisions, do you prefer to

a. Analyze things first and then decide

b. Do what feels right at the moment

19. Do you trust

a. What you can touch

b. What you know

20. Do you tend to be

a. Appreciative of others’ efforts

b. Critical of others

21. When it comes to showing emotions at work, do you

a. Wear your heart on your sleeve

b. Keep things to yourself

22. Do you find it more important to be

a. More tactful than truthful

b. More truthful than tactful

23. At work, do you

a. Know everyone and everything that goes on

b. Know a few select work colleagues and are always the last to know the latest office news

24. Do you tend to

a. Interpret the facts

b. Remember all the facts

25. When you are asked a question, do you

a. Respond quickly and improvise

b. Hesitate, think things through and then answer

26. Do you find yourself more

a. Meticulous and slow paced

b. Spontaneous and fast moving

27. Do you believe that decision-making should be based on

a. Logic and justice

b. Empathy

28. Would you rather

a. Play now: work later

b. Work now: play later

29. Do you like things to be

a. Planned and orderly

b. Flexible and spontaneous

30. Do you prefer to

a. Be surprised and adapt to the situation

b. Know what you are getting into before doing something

31. Do you focus on

a. Possibilities

b. Reality

32. Do you enjoy working

a. With others

b. Alone

33. Do you prefer

a. Playing with animals

b. Playing games

34. Do you feel more comfortable with

a. Babies

b. Teens

35. Given a choice you would

a. Exercise

b. Watch T.V.

36. Do you spend more time

a. Reading

b. Being on a computer

37. Would you prefer to spend more time with

a. Animals

b. People

38. What do you prefer

a. A large lump sum of money

b. The amount but in smaller chunks

39. Do you save money

a. Every month automatically

b. When you can

40. Do you prefer

a. Big things

b. Little things

41. Do you like

a. One big project

b. Lots of little ones

42. Do you like

a. Good enough

b. Perfection

43. Are you one to

a. Take risks

b. Prefer caution

44. Do you prefer to

a. Lead

b. Follow

45. Would you say

a. People come to you for help more often

b. Or do you go to others for help more often

46. Are you an

a. Introvert

b. Extrovert

47. Would you prefer to stand in front of a group of

a. People

b. Dogs

48. Which would you rather do

a. Build a puzzle

b. Join a service group

49. Which is more important

a. Getting the job done well

b. Getting