The Trained Eye is a studio that provides professional courses for photographers. They have recently started ‘The Academy’, a year-long, part-time course for photographers who intend to make their living from their art. I was privileged to be asked to deliver the second day of the Academy, with a tailored version of my Introduction to Communications Skills workshop.
Privileged, because by working with the participants so early in the course, we were able to explore the way marketing research and decisions affect the very essence of how they will run their creative business and the style of services they will offer – and to do this before they have gone too far down inappropriate routes. All too frequently, entrepreneurs turn to marketing or communications as a small, add-on activity after everything else about their business has been established, with the result that their dream businesses fail to deliver the full satisfaction and potential revenue that they are aiming for.