I am so stoked on this week.

Not only does Pictage’s PartnerCon 2008 in LA start on Tuesday, on Monday a bunch of my favorite photographers and I are doing a bonus pre-conference…

The Total Truth tour is Monday afternoon and I think there are a few spots left, so if you’re local and especially if you’re coming to PartnerCon - or, even if you’re not coming to PartnerCon - you gotta come to this thing!

Here’s are a couple clips with some of the Total Truth and PartnerCon speakers doing a video shoot for Shoot Dot Edit last Spring. If nothing else, watch the last 30 seconds of the last clip (Episode 3) when Me Ra totally throws me under the bus… good times!

PartnerCon is going to be a blast! I can’t wait to speak again this year. My talk is brand new. If you’re planning on coming, it’s Wednesday @ 10am. I’d be honored!

Here’s a synopsis of what I’m up to… I really hope it helps (despite what Me Ra says)…

I can’t wait to see everyone!
-Dane

PS… I’m also doing a book signing for SDE on Tuesday @ 5pm, so please come by and say hi!

I was listening to National Public Radio this morning and they were interviewing a Republican higher up. I was pleasantly surprised to hear what this guy was saying. He suggested that this election, or any election for that matter, is no longer about Republican or Democrat.

From now on, he asserted, it was about the individual candidate’s ability to build something unique and valuable around their name, in the eyes of the voters - regardless of the banner they stand under.

I couldn’t agree more.

And, this isn’t just so for politicians. It’s true of coffee shops (doesn’t your Barista’s attitude and ability matter?) & grocery stores (why do people pay so much more in a down economy to shop at Gelson’s?) & attorneys (wouldn’t removing the mystery of billable hours and establishing relational equity compel you to value your lawyer more?) & of course wedding photographers (yes… all that extra care you’re taking to stand out uniquely to avoid extinction is worth it - it’s the whole game actually).

Aligning behind a schnazzy logo is not enough no matter how cool it looks. Get your business’ core right and the rest will follow… and that core is your business’ very soul. Miss it and all the cleverness and tricks in the world won’t get you the following you need to truly make it for the long haul.

Keep it real.
-Dane

What are some of your favorite things?
-Dane

Join us for the Truth or Dare pre-party. We’re keeping it super cheap just to cover expenses ($39) so everyone can join in the fun. I can’t believe the teachers that are participating. It’s going to be a blast!

All the details are below and to register, click *HERE*!

Can’t wait to see you guys!
-Dane

More than a couple photographers are challenged to make life work given our economy. In times likes this, it seems a lot of us are tempted with whether or not to lower prices and give away more stuff to get more gigs.

It’s like being cold in winter and being tempted to start a fire with the wood the house is made of. It’s a bit of a bad bet.

I get that this can intuitively make sense in the short haul if your goal is to sell your products and services to clients when it feels like people aren’t buying like they used to. Long term though, it’s a disaster.

What is the best response for a photographer (or anyone) to make when we’re trying to avoid becoming a commodity in a down economy? Good question.

My friend Jeff Jochum likes to say that the Internet is a great place to buy and an awful place to sell. And, he’s right.

Extend that proverb to our times and it gets even more powerful… a down economy is a tough place to sell and an easy place to buy.

What I mean is that when people have felt needs (which everyone has right now), your best option as a business person is to provide solutions for those people.

Isn’t it true that when you have a felt need?

How driven are you when you want water on a long hike, a bandaid for a blister or have a hankering for McDonald’s in the middle of a foreign country?

Won’t you pay what you need to pay to get what you know you want? No one needs to convince you. Price is not first on your mind. You just want a McAnything and you’re willing to pay.

If you can find people in that place and you have what they want, incentives are not required. But this is true only if what you have for them is unmistakably what they feel they need to have at the precise moment they want to have it.

The good news about a bad economy is a lot of people have felt needs.

A better prescription for our down times? Create unmistakable value and deliver that value in a timely way. Then, watch in amazement as people pay whatever you charge. They’ll even give up on other commodities to have your stuff.

Now, you’re in a new category in their minds and you should do everything you can to stay there.

By the way, if they don’t get the value you offer without thinking about it or if you’re feeling the need to try and sell them or convince them of its’ value, the game is already over. You’re in the selling business and people will be driven exclusively on getting the most bang for the least amount of buck. That’s a tough recipe when belts are tightening.

The flip is also true: If customers are initiating the purchase and you’re just helping people buy what they want, you’re in recession heaven.

Where good business people get into trouble is when they’re driven by fear and desperation. At least that’s been true of me. Driven by fear, I’ve been tempted to become part of the mass that does what everyone else is doing. In contrast, the millionaires that come out of recessions and depressions aren’t just lucky. My sense is they’re thoughtful and intentional and are driven by something stronger than fear and it takes them to places that are creatively unique and they stand out because of it.

Want some free advice? In a down market when everyone is spending credit to make money (or making minimum payments to have a chance to make money), try creating value for free (e.g., sharing knowledge on the internet with those you want to create the most value for). Then, trade that value for trust. That trust will be the incentive for people to go to you when they have a felt need.

So, what should you be doing in the mean time while you’re waiting for that trust to convert into a transaction? Ask and listen very carefully to your clients input on their needs. Listen especially for the solutions that would be the most valuable to them when they have the greatest need. And then, create that product and service to order. Finally, when they’re in the mood to buy, you won’t need to persuade them. They’ll have already sold themselves and be stoked they’re buying from you.

Here’s a dare: While you’re at all this value creation, spend any money you can (even if it’s spare change) paying down debt so that when people start buying, you’ll actually be able to keep what they give you. It’s amazing how much opportunity will show up just by taking that bitter pill.

Keep it proofed.
-Dane

PS… Thank you to everyone who have been saying such nice things to me online and on their blogs and in emails and on Facebook about my book! Your words have been absolute gifts. Bless you!

See below for the full explanation of all that Photography Mentor is about as well as two really cool announcements relating to Cut Frame TV and your free copy of Fast Track Photographer. Those particular details show up at about the half way point in the video.

Check it out…

Keep it networked!
-Dane

When I saw this stat, I couldn’t believe it: Fast Track Photographer has landed in 22 countries since we launched!

I am blown away! These are the countries that ordered Fast Track so far…

Australia, Belgium, Brazil, Canada, Denmark, France, Germany, Hong Kong, Ireland, Japan, Lithuania, Mexico, New Zealand, Nigeria, Poland, Singapore, South Africa, Switzerland, Trinidad and Tobago, Uganda, United Kingdom & The United States!

I feel like we’re in Beijing. But nope, just Hong Kong. I wonder how far it can go? I didn’t even know they spoke English in half of those places! It is humbling to witness this thing reach out like this. It’s all because of you guys!

Thank you thank you!
-Dane

I think helping people set expectations is a smart idea.

Are you coming to PartnerCon? Click here to register.

This speaker spotlight is good timing too because I’m doing another Ask and Learn session tomorrow on Pictage’s Forum and I always wonder who will show up and what we get to chat about. What do you think? I can’t wait!

Wanna swing by and say hi? It starts at 4pm PST. It would be great if you did!

Check out the Pictage blog here!

-Dane

PS… Big shout out to everyone who’ve been writing in to me about the book or have posted at places like OSP. I’ve been blown away by the feedback and am so grateful.

PPS… I’m especially grateful for my man Kenny Kim for telling the world about his experience with Fast Track Photographer. Check it out here!

Jen and Steve Bebb got invited in too so we all got a chance to talk about The ONE Conference. If you’re still on the fence about coming and want to find out more then listen in below! Such a great conversation… Ron’s show is so good!

Keep it real.
-Dane

I’m blogging today about it because there are only a few days left to get the early bird pricing. I hope you will join us! Let me know in the comments if you have any questions. We are super excited to be a part of this thing…

*CLICK HERE* to find out more!

We can’t wait to see you there…
-Dane and Tami