xo,  Jen

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Excerpt from the book:
I have a problem. I can’t sleep. It’s quiet. It’s calm. It’s the perfect incubator for my mind. The moment my head hits the pillow, my brain starts working. “How can I get that client to book me?” “How can I increase my conversion rate from the trade show I just did?” “What’s the best approach to take with the new account I want to land?” Sometimes it’s simply, “How am I going to pay all my bills this month?” If that last statement is you and you own your own business, then you hold in your hands a gift.

This book is my gift to you. It represents the countless hours of sleep I’ve missed coming up with random ideas that work and my intense and continuous brainstorming of new and rejuvenated ways to get my business noticed. It also represents my desire to give back to those who are hurting and are in need of new life breathed into their business. I understand. Nothing was ever handed to me on a silver platter. I never got “in” because I knew the right person. I’ve worked hard for every cent I make. This book is personal.

I honestly do not know why my brain works the way it does, but here is a peek into my past and how my thought process works. The moment I’m told I cannot do something all I hear is, “GAME ON!” I make it my mission to prove I can. Here are some examples:

When I was in college for commercial photography, several of my instructors said I could not become a successful photographer and have kids. I was irritated and appalled at the time. Now I have a successful photography business and spend tons of time with my family. I give a big, “Neener, neener, neener!” to those teachers.
One year, my loving and well-meaning husband told me that I couldn’t send out my holiday card because the massive cost would deplete our low funds at the time. Backed up against that wall, I figured out a way to send them all out without spending any of my own money. In the process, I stumbled upon one of my most lucrative marketing campaigns to date.

I have been told over and over again that print advertising is dead. There is a reason for this. It simply does not work for small business owners because it cannot when limited funds confine us to only one ad per year. Well, I have figured out a way to consistently get full page advertising without paying for them.

I hear that e-mail campaigns fail because people are immune to them. Spam filters and our brain filters go into auto delete mode if an e-mail is coming from someone we don’t know. Once again, being told it won’t or can’t work, I found a way to make it work brilliantly.

There are countless stories of my stubborn refusal to be limited by the consensus of how business must be run. They all reveal one thing: I’ve learned to solve problems others insist are unsolvable. As a business owner, it is my best asset. It should be yours, too. If you are not a great problem solver, not to worry. You can learn and you will get better at it the more you do it. Putting yourself up against the wall makes you think of another way around it. Allow yourself space to think it through. You will come up with a solution every time. Usually the process is fun because at the end you get a big reward.

Marketing. It’s one of my favorite things to do. No, I did not go to school to learn what I know. Recently, I had a colleague ask me, or rather tell me, “You went to business school, right? You must have or else I will be pretty mad at the amount of money I spent on my education.” I just smiled. What could I say? “Nope. I never went to business school. Just fun art school in Pasadena.” She would kill me – or her teachers.

Don’t get me wrong. Marketing is hard. It takes many hours of my coveted sleep time. I have become the true Marketing Insomniac. When I go to bed, the most intense time of business clarity begins. Most nights, I am right back up jotting something down within minutes of lying down. The worst is when I wake up out of a dead sleep at 3am and need to write out a thought on my computer. Eyes squinting, barely able to see the screen because it is way too bright, I madly type my thought and then stumble back to bed. Honestly, I sometimes feel like the majority of my time is spent either marketing or thinking about marketing. It is constantly on my mind. The work-a-holic in me is actually the marketing-a-holic.

On the following pages you’ll find marketing tips, business tools, and some productivity principles to help you stay focused. All three elements are key to having a successful marketing plan. That’s why after sharing my marketing insights in the Marketing Tactics section, I’ve included the Business Basics and Productivity Strategies sections. They are the foundations that can support great marketing. Read the entire book. Even if you have great marketing tactics, they will not be a success if your business is not run well and if you yourself are not operating in a productive way. How you set up your business and your work ethic are more important than how you execute a marketing idea.

Marketing comes down to one principle: Solving problems turns ideas into sales, which equals more money in your pocket. Your problems encompass everything from your branding to how you market. The solutions are only limited by your imagination, ingenuity, and determination to grow your business.

Enjoy!

~ Jen

Copyright © 2011 by Jen O’Sullivan http://www.jenosullivan.com

Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism.

Jen O’Sullivan Photography | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-890-8174 | jen@jenosullivan.com

The below photos are from the event and were taken by Gayla Elizabeth Photography.

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Copyright © 2010 by Jen O’Sullivan http://www.jenosullivan.com

Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism.

Jen O’Sullivan Boutique Wedding Photography | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-494-6547

Me in my studio. Photo by Yoshihiro Makino for STORY Magazine.

Part 8 of the 12 part series on balancing your life.

Entrepreneurs are notorious work-a-holics. We seem to work a 24 hour day leaving our loved ones in our trail of dust. It is not surprising that entrepreneurs can get burnt out quickly. If you are one, the interesting thing is that usually you are not into just one thing. The way your brain is hardwired is different from others. You intuitively think how to do things better, how to sell things better, how to profit better. And because of this, you are constantly seeing any number of areas you can do well in. It is common to find yourself bouncing around from one idea to the next. Many entrepreneurs have what is considered an AD/HD brain. Not the medication needing kind, but truly the kind of brain that needs stimulus. I have a really hard time going to the movies. Why? There are countless other things I could be doing. If I watch a movie at home, I can multi task. This drives my family insane. They absolutely hate it. “Can’t you just relax for one second?” Actually, no. It is just who I am. I enjoy it. Okay, so, what type of person are you? You may not find yourself to this extreme, however if you own your own business, you will have this issue of having a 24/7 job. You cannot clock in and clock out so to speak. Why? Sure, you can stop working, but in reality your mind is (and should be) always thinking of your business. To do lists. Marketing strategies. Employee retention. Profit and Loss. Office supplies that need purchasing. The list goes on.
Here are the main issues you may be having:

1. How do you separate family time from work time?
2. How can you LOVE what you do for a living every day?
3. How do you stay on top of everything and not get burnout?

It comes down to scheduling, trimming, and saying “No.”

Scheduling (DMO, WMO, and MMO)
Your DMO or Daily Method of Operation should be simple and flexible. Answer your emails not every time they come in, but three times a day. Morning, afternoon, and evening. Make phone calls all at one time of day. If you are in the car with any family member, NEVER answer your cell phone, EVER. Try to never text in front of your kids. They will pick up on this as a separation from them and they will learn to loath your phone. If you have client meetings randomly throughout the week, don’t. Do it on one or two days only and stick to those days. Having clients in and out can tamper with your DMO so put it into you WMO or Weekly Method of Operation. For your WMO, give yourself at least one or two OFF days. Do nothing work related if you can. If it is the same day every week your life will not feel so chaotic. Mine is on Monday. I always know Mondays are a decompress day. Having your own business can become extremely overwhelming if you do not have a down day that is pre-determined. Your MMO or Monthly Method of Operation should be figured out based on your post production schedule if you are a photographer. If you have booked 3 weddings in one week that can become too much to get finished in post if you have another 3 the next week. I try to keep things simple. 2 weddings a month. 4 consult days per month. 2 network meetings per month. 1 industry event per month.

Trimming
Figure out what you love about what you do and figure out what you hate. Get rid of everything you hate or delegate it to someone else. I know this has nothing to do with work, but I HATE doing the laundry. So… my husband does it. Surprisingly he loves it and does a better job than if we went to a fluff and fold. Apply the same rules for your business. Really analyze what you do and what areas you really wish you didn’t have to do. Let’s say you love shooting but you hate the post production. There are companies out there who specialize in doing all your Lightroom work for you. Farm it out!

Just Say No
This may be the hardest thing for many of you. Really, you need to learn that simple word, “no.” Don’t do everything your friends want you to do. Don’t go to every event, opening, network meeting, business seminar. Choose wisely. Do just one per month.

Keeping your career and other areas of your life separate can be tricky. You have to be aware of everything and be as attentive other areas as you can. Everyone will find their own routine, so whatever it is, stick with it!

Click HERE to see how I tackle the COLLEAGUES issue.

Click HERE to go back to the beginning of this topic.

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Copyright © 2010 by Jen O’Sullivan http://www.jenosullivan.com
Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism.
Jen O’Sullivan Boutique Wedding Photography | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-494-6547

Some of my first weddings from 2002 to 2004 along with some of my earliest photography work from 1998 to 2001 under Jen Queener Photography.

Some of my earliest work before I started shooting people.

Some of my work from 2000-2001 when I started shooting people.

My first wedding of good friends Joel and Colleen in 2002. I was in the wedding and got to take them on a private shoot right after the reception.

My first destination wedding in Hawaii using my very first digital camera in 2002.

My first full paying wedding ($1,000 woohoo!) in a Pasadena garden setting. Shot mostly with film and some digital. The above is digital.

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Copyright © 2010 by Jen O’Sullivan http://www.jenosullivan.com
Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism.
Jen O’Sullivan Boutique Wedding Photography | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-494-6547

One of my brand missions is to give back whenever I can. Plainly said, I like to help people. Often too much. You would be surprised at the number of people who think I have some ulterior motive behind my helping. Well I do! I never got any help from other photographers when I started my wedding photography business and I thought it was kind of sad. In the commercial industry where I started my photography career in 1998, I had mentors and teachers willing to give their time to me. When I left all that behind and opened my wedding photography business 6 years ago no one, and I mean no one would even go to lunch with me. I called so many people but for whatever reason they would not help me out. I vowed that I would never run my business that way and ever since I have become known for my open book, open door policy. Don’t get me wrong, I do not have time to help everyone ALL the time because, after all, I am a business owner and my clients come first. But if ever there is someone in need, my heart cannot help but want to help. That being said, I want you to make a mark in your industry. Here are 10 steps to successful branding. I want you to take this seriously. Do the work. Don’t read it and think “That is nice. I should do some of this.” and then shelve it. I want you to DO IT! Make this happen. You will not regret it. I have given you an action item at the end of each step sort of like homework. Sorry, yes, you still have homework. Some of it will take your time and some will take your money, but in the end you need to create your own memorable and trustworthy brand that clients will come back for and refer to their friends. Are you ready? Here we go…

(To listen to this as a live lecture, go HERE. Only good for the next 30 days.)

10 Steps to Successful Branding

1. You are What You Eat.
Ask yourself the following questions: What is your current brand? Are you married to it? Who are You? What service or product are you selling? How do you benefit the purchaser? What problem are you solving for them? Does your personal brand match up with your corporate brand? How are you positioned. Are you memorable? Do your clients refer you and use your services again and again?
Action: Create a Brand Vision. Write down your vision for your business. Answer the above questions.

2. Who is your Target?
EXACTLY! Down to the specific demographics.
Action: Write down your ideal client. Who are they? Be as specific as you can.

3. What’s in a Name?
Name recognition is so important. Consistency is key.
Don’t abbreviate your name in your website or when you answer the phone. Keep it all the same across the board.
Action: Make it easy and go with your name or brainstorm like mad and ask some mentors for help. Base it off of your Brand Vision.

4. Image is Everything.
Color + Consistency + Language + Font +  Design = Trust.
Do your research. Don’t copy what everyone else is doing. Stand out. Your logo can help with this.
This is so important. Don’t do this step by yourself. Hire an expert. Logos need to work well small and in black and white. Simple is better.
Action: Hire a PROFESSIONAL. Here is one I recommend all the time: Cindi Garabedian

5. Narrow your playing field.
Have you narrowed your focus? What do you do? Don’t do everything, specialize. It will help people know what you do.
Consider Levi’s. They used to be the leader in denim. Now are they? Not at all. Why? They now sell everything from cheap jeans at JCPenney to high end jeans in Japan to shirts, hats, scarves. They have generalized and it has hurt them. Stand out by being a specialist not a generalist.
Action: What is the one thing you love most about all the facets of your business? Do JUST THAT.

6. Community is King.
Network, keep track of people you meet, and follow up. This helps build your brand as someone they will know, like, and trust.
Action: Go to a local trade show or network group in your area. Collect the business cards and start a Community File.

7. Know your Competition.
Who IS your competition. Do you have any? Do not fly blind. Position yourself in your area as the leader.
Action 1: Do some research. Find out who is doing what you want to be doing.
Action 2: Proctor and Gamble’s template for positioning. For (your audience) (your name) is a (category) which provides (main benefit) unlike (primary competitor) which provides (competitor’s main benefit.) For an engaged couple, Jen O’Sullivan is a Boutique Wedding Photographer who provides a vip wedding experience from the first meeting to the wedding day to the first baby photos unlike most photographers who stop at just the wedding day.
or here is one from Marty Neumeier: Our (product or service offering) is the only (category) that (benefit). Jen O’Sullivan is the only wedding photographer that you will want to be at every life event from the wedding day on.

8. How Catchy is your Catch Phrase?
What is a catch phrase? Making Memories out of Moments. Simple. Flowey. Boring! Obvious.
This should be fun, out of the ordinary, and… get this… CATCHY. Hmm. ?
Do you have an elevator speech? What is an elevator? Something to bring you up quickly and effortlessly. What do you say when someone asks you what you do for a living? Do you explain too short? Too long? Do they get inspired or trail off into a daydream while you babble on.
Action: Create your own Catch Phrase and Elevator Speech. Click HERE for instructions.

9. Consistency is King.
Some of you change a lot. You bounce back and forth on everything you design. You could not tell me what font you use and you seem to design something new every time you put out a new brochure. This is death to your brand. You need to figure it out AND STICK WITH IT!
Action: Pull up your website or sites on the same screen and lay out ALL your marketing materials in front of the computer. Now take a look at it all. Does it look like it goes together or are there inconsistencies. Work it out!

10. Look Up.
Often finding a mentor is the best thing you could do. Coaching is where it is at for new entrepreneurs. Do you ever see a pro team without a coach, or an Olympic athlete without a coach. Why are you without a coach? They inspire you. Tell you to get back on your feet when you are down and out. They help you through hard times and give you a push when you need it. They can give you much needed insight into the area you are working towards.
Action: Consider asking a few people in your industry that you look up to if they coach or mentor?

If you are a wedding photographer I have one of the most incredible coaching and mentoring programs available. Why is it the MOST incredible? Well, most photo mentorship programs or workshops will run you $300-$400 per class. I have seen some 2-3 day workshops going for $1000 on up. I have also seen some that are $3,500. They can get pretty pricey. I am not saying they are not worth it, however most people when they are just starting out do not have that kind of disposable cash. You NEED to invest in your business but you also need to be smart about every single dollar you spend. My mentorship program is only $400 for 4 whole months. This will include 4 live sessions with me along with access to me throughout the 4 months through email to help with anything you need. I do not know of anyone else who offers this kind of help at this price. I only allow 12 students in and we are almost full. I hope to see you in my program. Email me for more info. jen@jenosullivan.com You will thank yourself in August!

Here is the schedule for the upcoming classes:

Tuesday April 6th Why Weddings? (An Introduction to the Wedding Series)
Tuesday April 13th How to NOT Keep Up With the Jones’s (Balancing Family and Career)
Tuesday April 20th (NO CLASS! It’s my anniversary!)
Tuesday April 27th Tips for a Great Engagement Portrait Session

Shootouts and Workshops included in the Mentoring program:

Saturday April 22nd  2:30-7:00pm Charity Engagement Shootout
Friday May 21st 2:30-3:30 Setting Up a Portrait Studio
Tuesday, June 8th 5:00-8:00pm Bridal Shootout
Tuesday, July 13th 4-9pm Benefit Moc Wedding

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Copyright © 2010 by Jen O’Sullivan http://www.jenosullivan.com
Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism.
Jen O’Sullivan Boutique Wedding Photography | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-494-6547

There is nothing more peaceful than a two year old at rest. Especially a 2 year old boy. There is a lot to be learned from simply watching a child sleep. Generally speaking I am an upbeat positive person who honestly likes to help people. I get a ton of support from my family and friends who know first hand how crazy my life is. I love my life! I love my family! I am passionate about what I do for a living and I think that upsets people sometimes. Upsets them because they want it too and can’t seem to get it, or they are afraid to take the steps necessary to get there. There is a lot of change in this world and things move at a pretty fast clip. I encourage every one of you to just get yourself out there. Move forward. Do whatever it takes. And most of all find peace in your life, however small, just make sure you find it.

Blessings, always!

~ Jen

Copyright © 2010 by Jen O’Sullivan http://www.jenosullivan.com
Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism.
Jen O’Sullivan Boutique Wedding Photography | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-494-6547

Copyright © 2010 by Jen O’Sullivan http://www.jenosullivan.com
Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism.
Jen O’Sullivan Boutique Wedding Photography | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-494-6547

It is unbelievable that another year has gone by. I can honestly say that this has been such an amazingly transforming year! I owe many thanks to my insanely supportive family, friends, colleagues, and most of all my muse and baby boy, Jacob of whom this page is adorned with his likeness from 2009. Below are some of the highlights of my past year

January I started an ongoing monthly contest on Facebook called “Best of Wedding Photography” which has grown to over 1,000 members.  I also turned 35 this year. Yikes!

February I taught the first ever offered Wedding Photography class at College of the Canyons in Valencia, California. It was standing room only and the most fun I have ever had teaching a semester long class.

April Tim and I celebrated our 5th anniversary on April 20th and our 17th “together” anniversary on April 23rd. This month I won two prestigious awards: “Best of Weddings 2008/2009 Pick” through The Knot and the “Bride’s Choice Award” through Wedding Wire.

May I changed my company’s name from Save The Date Photo to Jen O’Sullivan Boutique Wedding Photography. New logo, new website, overall new me! Best change I could have made! http://www.jenosullivan.com

June I co-launched a new company called Event Pros International dedicated to bringing the best wedding and event specialists together. http://www.eventprosinternational.com

July This month I launched a photography school called ASAP Mentoring where I mentor budding photographers. My students are phenomenal and so fun to work with! http://www.asapmentoring.com

August I launched my “Green” wedding photography options through my wedding photo business. Photography may seem an odd fit for going green, so feel free to check it out on my main website. http://jenosullivan.com/eco-friendly-green-weddings/

September I participated in this year’s Wedding Salon at the London Hotel. I normally do not do wedding shows, but this one takes the cake! It was my favorite by far and I look forward to doing it again next year! Also in September, my superhero husband, Tim turned 36! Double yikes!!

October This October’s Bookbinding Workshops that I teach at Art Center College of Design in Pasadena have been more packed than ever with over 90 students enrolled this term bringing my yearly total to over 300! This was my tenth year teaching this class and I still love it!  http://www.littlebookbindery.com

December My son, and inspiration turned 2 on New Year’s Eve day. What fun to watch him start to really understand life!

Seeing 2009 come to a close seemed almost impossible as many of the thoughts and colors of the year have blurred into a beautiful whirlwind trail of energy. God has been overly generous to my family and I pray for more great things to come in 2010. May God bless your health, home, family, business, and well being in the coming year. To joy, peace, love, happiness, and most of all tons and tons of laughter!

Copyright © 2010 by Jen O’Sullivan http://www.jenosullivan.com

Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism. She is known for her beautifully captured emotion filled moments, stunning details, and imagery that has a storybook feel.

Jen O’Sullivan, LLC | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-494-6547

So, with that said, congratulations on your engagement! Now that you have found your partner, picked a date, and hopefully nailed down your venue, it is time to hire your photographer. I am boutique wedding photographer who specializes in portrait journalism; not just what you see on every other wedding photography site, but something a bit different. Why different? I am obsessed with lighting. 90% of my work is unretouched. I get it right in camera the first time. Classic. Clean. Timeless. That’s technically what I do. I also love what I do in every other aspect photography. I am blessed. Blessed beyond what I ever could have imagined! I have some of the best clients on the planet, the most supportive and loving husband, and the absolute cutest son ever! Check out his latest photo editorial on my Facebook profile. facebook.com/jenosullivan

The Studio at Beverly Hills

Okay, so here is some insight into my background: A graduate of Art Center College of Design in Pasadena, California, I have been working in the commercial and event photography business throughout Southern California since 1998, and became a full time wedding photographer in 2004 after getting married to Tim, my High School sweetheart and Junior High crush. (Yes, we went to prom together.) I quickly left the commercial business behind after having such a hard time finding just the right photographer for my own wedding. I decided to try to change the way Wedding Photography is offered to brides and grooms. I have an open door, open book policy so you know exactly what you are getting. You will become my friends, and I love that! I will photograph your first baby photos, just because I want to gift that to you. You will become part of my “family.” As a boutique wedding photographer, I want you to get all the attention you deserve. Your wedding is one of the most important days in your life and I am blessed to be a part of it. I want you to love your day over and over again. My desire is to give you peace of mind knowing you have chosen the right person; someone you can trust to capture your memories that will last a lifetime. These are exciting times – cherish every moment, and don’t forget to live! laugh! love!
~ Jen O’Sullivan, Owner & Principal Photographer

To read how I became a wedding photographer click HERE.

- Jen O’Sullivan, Owner & Principal Photographer

Beverly Hills Wedding Photographer Jen O’Sullivan is available for weddings worldwide however loves weddings in Beverly Hills, Pasadena, Rancho Palos Verdes, Newport Beach, Malibu, and anywhere in Los Angeles.

Jen O’Sullivan Boutique Wedding Photography
357 South Robertson Boulevard
Beverly Hills, California 90211

jen@jenosullivan.com | 310-890-8174

Copyright © 2011 by Jen O’Sullivan http://www.jenosullivan.com

Beverly Hills Wedding Photographer, Jen O’Sullivan is a boutique wedding photographer who specializes in portrait journalism.

Jen O’Sullivan Photography | 357 South Robertson Boulevard, Beverly Hills, California, 90211 | 310-890-8174 | jen@jenosullivan.com