inFOCUS by APPO

inFOCUS APPO’S MAGAZINE FOR PHOTO ORGANIZERS

FALL 2014

KNOW THY CUSTOMER

How to attract and keep the PERFECT client

TAKE CHARGE OF YOUR EMAIL

RIPE

FOR THE TAKING Photographer Nick Kelsh offers four tips for capturing stunning photos this fall

Make your inbox work FOR you

PERFECT PITCH How to get the media to listen to YOU!

www.appo.org

NAVIGATING THE REFERRAL PROCESS

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inFOCUS FALL 2014

WELCOME Welcome to the first edition of our quarterly APPO magazine - InFocus!

This publication is the result of the brainstorming session Lisa and I held together this past spring. We locked ourselves away in a hotel room in Toronto for a few days and thought of all the ways we could improve your experience as an APPO member. Timely and relevant communication was high on our list.

Because too many emails lead to frustration for everyone we came up with a solution for a weekly Friday email called “Happy Friday, That’s a Wrap” to let you know of important and timely information. You have been getting those for a few weeks now, yet there is so much more we want to communicate. We realized we needed to provide in-depth articles relevant to your business written by experts within and outside our community that include: best practices, new products, success stories and real-life examples that you can refer back to time and time again.

With that as our goal… drum roll please… here it is!

Every quarter you will receive an electronic edition filled with pertinent articles on subjects that matter to you. You can keep your editions on your iPad and tablet or you can print a PDF version to read and refer back to when needed. Every quarter you will receive our latest edition. What do you think? I hope you are as proud and excited as we are! Please take your time, read the articles, note our advertisers and share your thoughts with us.

Cathi Nelson Lisa Kurtz Founder Director of Operations PS: This was just one of many ideas Lisa and will be introducing over the coming months. Plus, we hope to have a new brainstorming meeting in early 2015. You never know what could be next!

“A goal is a dream with a deadline” -NAPOLEAN HILL

inFOCUS

APPO’S MAGAZINE FOR PHOTO ORGANIZERS

Lisa Kurtz PRODUCTION DIRECTOR Sara Anastasia EDITOR Janet Blunt CREATIVE DESIGN CONTRIBUTORS Cathi Nelson, Karen Harmsworth, Evan Carrell, Deena Coutant, Tammy Smith, Daina Makinson, Helen Schutz, Bonnie Hillman Shay, Mollie Bartelt, Jennifer Lee, Nick Kelsh FOR INQUIRIES, please visit www.appo.org or call (860) 904-5365 ext. 101

inFOCUS FALL 2014

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Contents 14

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Issue 1, Fall 2014

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features 8 Never Underestimate the Power of an Idea How a dream to give back became a reality. By Cathi Nelson

10 W hy Attend Conference A non-negotiable direct link to success. By Karen Harmsworth

14 Digital Estate Planning The top ten things you should know. By Evan Carrell

16 Discover Your Family History The journey to learn about your family’s history starts here. By Deena Coutant

20 New Member Spotlight: Photo organizer Tammy Smith shares her story with our APPO community.

tips & training 24 Know Thy Customer One lesson I learned to attract and keep the perfect client. By Daina Makinson

26 Navigating the Referral Process Five best practices to navigate the referral process behind the scenes. By Helen Schutz.

28 Take Charge of Your Inbox Un-clutter your inbox and make it work for you. By Bonnie Hillman Shay

30 Planning the Perfect Pitch Writing purposeful press releases. By Mollie Bartelt

32 Dominating Social Media One simple idea to lever-

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age social media for your business. By Coach Jenn Lee.

32 Ripe for the Taking Four techniques that will enhance your fall photos. By Photographer Nick Kelsh.

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inFOCUS FALL 2014

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inFOCUS FALL 2014

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inFOCUS FALL 2014

Never Underestimate the Power of an Idea How an idea to give back became a reality BY CATHI NELSON

Photo Preparedness.

Workshop attendees register before the start of a Save Your Photos Day event in Connecticut.

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OVER THE YEARS, I have learned that there is power in an idea even if it takes time to come to fruition. International Save Your Photos Day is a perfect example of that. When I first started APPO, I had a dream that we would find ways to give back in our communities. I couldn’t envision how that would happen, but I always believed it would. Then a year ago, as I read about the volunteer efforts to reunite people with their family photos after disasters such as Hurricane Sandy, the Joplin tornados and the Calgary floods, I started thinking.

What if we dedicated a day to educate people so they could be prepared before disaster strikes? However, my doubts crept in. What would we call such a day, would people really care, how would we promote it? Not knowing the answers I let it go, but it was lingering in the back of my mind.

Fast forward to the APPO conference and the amazing panel discussion we held called, “Rescuing Photos During a National Disaster”.

From those conversations in February, we formed a committee to start exploring ideas and suddenly an idea from years ago began to take shape. Soon we had a name and a plan and the idea became a reality. At the time I wrote this article, there were 55 events registered at SaveYourPhotos.org and that

list is growing each day. During September, our mission was carried out in 27 states and 2 countries and I can only imagine what the future will bring. It gives me great joy knowing we are responsible for helping families reconnect with the family photos that tell their story!

One of our earliest event hosts was APPO member, Penny Andler. I was excited to hear about her great results and community exposure and wanted to share her experience with you: So many of us living in this digital age need help or guidance with the technology that’s intended to simplify our life. One of my pleasures as a photo organizer is community education, so when I learned that Cary Memorial Library was offering a series of educational talks on the digital age, I knew that photo and memory keeping needed to be part of this. Then I learned of the first Save Your Photos Day and was thrilled to participate, because it afforded me the opportunity to bring to the public another level of awareness. Safeguarding our memories is no longer optional—it’s absolutely necessary for preventing unforeseen loss— from both increasingly occurring natural disasters AND computer crashes.

I live in New England and my September 10 audience commonly experiences hurricanes.

But this year we had a tornado. A tornado in New England! I am certain my presentation in association with SYPD motivated people to a greater degree than from my presentations in the past—more than two thirds of the library patrons stayed for questions. In fact, there were so many questions on digitizing, organizing, and safeguarding to the cloud that I took questions for an hour after the presentation! We simply don’t have the luxury of delaying our photo & memory preservation— it needs immediate attention. SYPD is a welcome vehicle for bringing awareness and preparedness to our communities. Thank you, Save Your Photos Day Alliance! - Penny Andler

“We simply don’t have the luxury of delaying our photo and memory preservation - it needs immediate attention.

SYPD is a welcome vehicle for bringing awareness and preparedness to our communities.”

Pioneer of the Photo-Life Management Industry, CATHI NELSON is the founder of the Association of Personal Photo Organizers, an association that trains individuals who specialize in helping consumers and businesses rescue their irreplaceable film and digital photos, organizing them in a way that makes it simple to share their memories, lives and traditions. Since its inception, APPO has grown to include hundreds of members throughout the United States, Canada, Australia and United Kingdom.

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inFOCUS FALL 2014

Why Attend Conference?

A non-negotiable direct link to success BY KAREN HARMSWORTH

2014 Conference Cathi Nelson addresses conference attendees during a general session.

IT’S BEEN 37 years since I started my first business and I have been blessed with many successes, as well as the opportunity to learn from my mistakes. One of the things that I have learned from analyzing the rise and fall of my businesses is that there is a direct link to success with professional development.

I define professional development as learning something new that will propel my business towards my long or short-term goals. It does not include “motivational” conventions as I

realize that I don’t get a very good “bang for my buck” with those. The excitement and “pumpups” from those conventions only provides about a week of momentum and that’s only if I leave the convention and immediately get to work. So instead, I look for opportunities to expand my expertise in the field that I’m working in as well as opportunities to build strategic relationships.

I set aside time and money for three professional development opportunities

each year and make them a priority even if I have to pay for them outside of my business profits.

One of the opportunities that has become a priority for me is the annual APPO conference.

As a professional photo organizer, I wouldn’t miss this conference, particularly the intensive portion which I have attended the past two years. This is a non-negotiable for me because it is where I learn from others in the industry who are seriously pursuing

inFOCUS FALL 2014

“This is non-negotiable for me because this is where I learn from others in the industry that are seriously pursuing their business as well as our partners that provide the tools and services to help me be more profitable.”

their businesses, as well as our partners who provide the tools and services to help me become more profitable. What I have learned during the intensives has propelled my business forward in ways that I couldn’t have imagined.

Attending this conference, along with a few other professional development opportunities, has proven time and time again to be directly linked to the success of my business.

As an experienced entrepreneur, I know this to be true: the market is always changing. If I am not willing to learn and change with it, I will get left behind and my success will be fleeting. If there is one thing you can do for your business, it is to continue to educate yourself and apply what you’ve learned. If you don’t…someone else will.

KAREN HARMSWORTH lives on beautiful Vancouver Island in British Columbia, Canada. She and her husband have been married for 32 years and have two adult sons. Karen started her first business in 1977 and developed extensive experience in both traditional and direct sales businesses that are still going strong today. She started mentoring small business owners in 1999 and has an associate degree in business. Karen owns YourPhotoOrganizers.com.

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Expert Advice.

Julie Kessler, owner of Picture This Organized, walks APPO members through the process of organizing printed photos .

Fearless Leaders.

Lisa and Cathi pose for a photo during the evening trade show.

Ready to Connect.

Representatives from E-Z Photo Scan are ready to answer questions .

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Digital Dialogue.

The conference draws exciting new companies anxious to explore how they can meet the needs of APPO members and their clients.

Tools of the Trade.

Member takes advantage of the opportunity to ask questions and learn from APPO Partners.

Rockin’ the Conference.

Coach Jenn Lee keeps the conference on track as our emcee.

Learn. Grow. (middle) Intensive attendee meets one-on-one with accounting expert, Dawn Brolin, for some business advice. (left) Conference speaker inspires and challenges attendees during general session.

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Digital Estate Planning The top ten things you should know BY EVAN CARRELL

AMID RAPIDLY CHANGING LAWS, policies and best practices, digital estate planning has become an increasingly complex process. Use these ten tips to plan your own digital estate or advise your clients as they protect their most important personal memories.

10. Email accounts matter. When considering the fate of email accounts, many quickly dismiss them as too personal or insignificant. While that can be the case, email is also a treasure trove of information about digital assets. Not only can access to an email account help your heirs understand what online accounts you had, the account serves as a master key to your other online accounts. Ever reset a password by clicking a link emailed to you? Your heirs could do the same thing to gain access to many of your other digital assets.

inFOCUS FALL 2014

9. Account policies vary. We live in the

media accounts. Indiana, Oklahoma, Idaho

tal affairs once you’re gone. By authorizing the

early days of digital inheritance and while

and most recently Delaware have laws

executor of your estate to engage the help of

most companies agree that heirs should be

more broadly affording executors access

someone with technical expertise, you can be

able to access your online content, they all

to digital assets. The recently approved

certain that your wishes are carried out pro-

differ in what they allow. Google provides a

Uniform Fiduciary Access to Digital Assets Act

perly.

procedure for heirs to gain access to your ac-

from the Uniform Laws Commission, upon

count, while Yahoo’s terms of service strictly

which the Delaware law is based, suggests

2. Passwords shouldn’t appear in wills.

prevent it. Facebook offers a way to memori-

that more states will have related laws in

A very common idea is to list digital as-

alize accounts and Twitter offers to leave the

the near future. Following the legal advance-

sets in your will, and while that sounds like

account online or deactivate it. Brush up on

ments in your state, and around the country

a great idea, you have to do so carefully.

these policies as you provide advice to your

is essential as you advise your clients

Wills are public documents, so listing out

clients.

your accounts and passwords would be un6. Curation is essential. With rapidly

wise. Instead, work with your attorney to

8. Digital assets have value. A common

expanding storage space, keeping digital files

incorporate general language about digital

opposition to preparing your digital estate is a

is easy. In fact, keeping digital information is

assets into your will and reference a detailed

belief that digital assets don’t have value and

often easier than deleting it. When thinking

memo with your usernames, passwords and

that’s simply not true. Many writings, images

about your digital legacy, keeping everything

wishes.

and videos have deep sentimental value to the

would create a significant burden for your

family and friends of the deceased. Moreover,

heirs. As you craft your own digital legacy, de-

1. Doing nothing doesn’t mean nothing

many online accounts, like eBay, PayPal and

ciding what not to keep is just as important as

will happen. The most common miscon-

Etsy, have real financial value to the estate. Be

deciding what you will keep.

ception of digital assets is that by doing no

sure you fully consider an asset’s value before you dismiss it as insignificant.

planning, your digital assets will simply fade 5. Online services can help. Various tools

away. Unfortunately, that’s simply not the

exist to help plan your digital afterlife. Google

case. If you choose to do nothing, chances

7. New laws are emerging. Presently

offers an Inactive Account Manager, which

are good that things you’d rather be deleted

seven states have laws related to digital as-

allows you to specify who should gain ac-

might remain and things you treasure might

sets. Connecticut and Rhode Island allow

cess to your Google data when your account

be deleted. If you want a say in what happens,

executors to access the email accounts of

becomes inactive. You can even set up an

planning ahead isn’t your best option—it’s

the deceased. Virginia allows parents of de-

auto-responder to let friends know you’re no

your only option.

ceased minors to access their child’s social

longer checking your email account.

4. Make a thorough inventory. As you

“The most common

create a digital estate plan, documenting most, if not all, of your digital accounts is

A leader in the developing digital legacy and perso-

misconception of

helpful. Your email and web browsing history

nal archiving arena, EVAN CARRELL is author and

digital assets is that by

can provide good reminders about the digital

co-founder at The Digital Beyond, a site dedicated

accounts you have. If you’re helping to settle

to exploring the digital afterlife. Evan is the author of

the affairs of somebody else, or want a view

the book Your Digital Afterlife: When Facebook, Flickr

into what digital accounts you may have for-

and Twitter Are Your Estate, What’s Your Legacy? He

digital assets will simply

gotten, WebCease is a service that will provide

has appeared in numerous media outlets inclu-

you a report of digital accounts registered to

ding The New York Times, CNN and The Atlantic. A

fade away. Unfortunately,

your email address.

frequent speaker, Evan has presented to audiences

that’s simply not the

3. Digital executors are a good idea. While

Congress, and the Internet Archive, among others.

you’re working on your will, also consider in-

Evan holds MS and BS degrees from UNC-Chapel

cluding a digital executor. A digital executor is

Hill’s School of Information and Library Science.

doing no planning, your

case.”

at SXSW Interactive (2010-2012, 2014), the Library of

somebody you designate to handle your digi-

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HAVE YOU EVER thought about tracing your family’s history? Many people are now researching their roots due to the popularity of TV shows like Who Do You Think You Are? and the explosion of available records online at mega-sites such as Ancestry.com and FamilySearch.org.

Although the initial spark of interest in genealogy can vary, often times it begins when a person inherits heritage photos and becomes curious about the lives of the individuals deHeritage Photo.

A desire to learn more about one’s family often starts when a person inherits a collection of heritage photos.

picted in those old black and white images— whether identified or not. Who were they?

Where did they live? Why were they there?

How did they experience everyday life? What stories did they leave behind?

Fortunately, many clues about our ancestors may have been passed down through the generations in the form of oral histories, letters, inscriptions on the backs of photographs, or even memorabilia with special significance.

Discover Your Family History

BY DEENA COUNTANT

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These clues are probably under your own

To

get

started,

capture

details

of

roof—either in plain sight or perhaps tucked

everything you know about your own ori-

away in the attic or basement.

gins, documenting the birth, marriage and death dates and places of your parents,

Consider what home sources you might have

grandparents, and so forth. Using a genea-

that may provide clues about life aspects

logy software program such as Family Tree

of various family members, such as school

Maker, or constructing an online family tree

attendance, religious activity, marriage or

on a website like Ancestry.com are great

divorce, birth or adoption of children, mili-

ways to keep everything organized. For those

tary service, employment, land or proper-

who prefer to work on paper, blank pedigree

ty ownership, health and medical issue,

charts and family group sheets can be down-

citizenship, legal activity, death or funerals,

loaded from various genealogy websites.

and other life events.

Even though you may only be interested in The journey to learn about your family’s his-

your direct bloodline, it is good practice to

tory starts with yourself. Although it sounds

document each family unit, including all

glamorous to jump straight back to the

siblings or stepparents for each generation.

Mayflower or kings and queens in Europe, a

Clues about your family can be located in

well-researched family history must make

many places, and if your direct ancestor

solid connections from each generation to

didn’t leave a robust paper trail, perhaps one

the next as you progress backward in time.

of his or her siblings left behind the missing puzzle pieces that you seek.

Ancestry Tree.

Constructing an online family tree on a website like Ancestry. com are great ways to keep everything organized.

“Clues about your family can be located in many places...”

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Finding Clues.

Consider all the evidence you have gathered when researching your family history.

After documenting everything you can find

and indexed each week. Ancestry.com offers

within your available home sources, it is time

billions of records for a monthly or annual

to start seeking historical records to fill in the

subscription fee, but the same world content

gaps or extend the family lines. The best type

can be accessed for free from many public li-

of records that can reconstruct family groups

braries who provide an in-library institutional

are census records. They provide the con-

subscription to Ancestry Library Edition. Be-

text of the whole family, not just individual

yond these mega-sites, there are many other

names that might be confused with other

online resources that might focus on a certain

same-named individuals.

Censuses were

type of records, such as Find A Grave for ceme-

taken every 10 years by the U.S. government

tery transcriptions, or state library or archive

beginning in 1790, although the returns from

sites that catalog the holdings of a particular

DEENA COUTANT is a professional genealogist

1850 to 1940 will be the most useful for genea-

geographic area. And Google searches can be

and photo organizer specializing in the use of tech-

logical research.

a genealogist’s best friend!

sharing strategies for family historians in the digital

Keep an open mind when conducting

Not all historical records have been digitized

age. Through her company, DigiDeena Consulting,

research, because you may discover variation

or placed online, so research may eventually

she provides educational services via group training

in things like name spellings or inconsistently

require traveling or corresponding for re-

sessions and individual coaching, conducts client

reported ages. Remember, our ancestors may

cords, or hiring a professional genealogist

research and review, and offers photo organization

not have been as concerned with spelling as

to retrieve them from faraway reposito-

and digitization services. For more information visit

we are, and if they were not literate, they were

ries or courthouses. The time and financial

www.digideena.com.

at the mercy of the clerks who phonetically re-

investments in these genealogical pursuits

corded their names in various records. Consi-

are certainly worth the interesting informa-

der all the evidence you have gathered before

tion you will discover about your family and

making a hasty decision on which version of

origins. Maybe you’ll even discover names for

the facts is correct.

some of those unidentified photos that have

nology to facilitate successful search, storage and

perplexed you.

Much initial research can be conducted online for free. FamilySearch.org has billions of histo-

So go ahead‌let the genealogy bug bite you

rical images online, with more being digitized

and start exploring your family history today!

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New Member Spotlight:

Tammy Smith TAMMY SMITH is the owner of Your Shapshot Story, a business that specializes in helping busy people organize their photo history and tell their story for future generations to enjoy. She has been a flight attendant with American Airlines for 27 years.

Tammy holds a commercial multi-engine pilot license. She is also currently pursuing a bachelor’s degree at Utah Valley University. Tammy and her husband enjoy training and competing in triathlons in their free time.

Tammy Smith has always loved helping family and friends create photo albums and collages. She never imagined she could help people tell their story and make money too... until she came across APPO. When her sister passed away at age 21, the only thing Tammy’s family had left were a few precious photos and memories. “It’s

those photos that are the legacy we leave our children and grandchildren,” she said. “This is why I’m so passionate about helping people tell their story and preserving their legacy.”

APPO: Tammy, what inspired you to become a photo organizer?

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TAMMY: I had been looking to start a business for quite some time. Originally I looked into starting a professional organizing business. I was really excited because I enjoy organizing and I love helping others get organized.

It seemed like the perfect match. As I was researching NAPO and some of the other organizing associations I came across APPO. That is when I realized photo organizing was an even better match for me. I love photos and I enjoy listening to peoples’ stories. I truly feel everyone has a story, but not everyone has the time to tell their story. I want to help people tell their stories. Photo organizing gives me the opportunity to do just that.

APPO: What has been your greatest challenge starting your business and how have you overcome it?

TAMMY: I have never owned a business, so my greatest challenge was figuring out where to begin. You can become so overwhelmed in the beginning that you never get started. After a few months of frustration, I finally decided to hire a business coach. Sherra Humphreys, owner of Big Picture Coaching, helped me create a plan and gave me a direction. Within a month, my website was up and running and all of the administrative tasks were completed.

Without the guidance of a coach I would still be sitting around trying to figure it all out (and getting even more frustrated). I would highly recommend that if you are just getting started to either find a mentor or hire a business coach. It will save you many hours of frustration.

APPO: What has been the greatest success in your business so far, and what steps did you take to achieve this result?

TAMMY: My greatest success so far was the 80th birthday slideshow I created for my girlfriend’s mother. When my girlfriend called

me and said that she and her sister had just watched the slideshow and they both were in tears - that feedback was the most amazing feeling. It was at that point that I realized I had found the perfect business for me.

I was also honored when my friend, a professional photographer, recommended me for the job of creating a photo album from the photos she took at a class reunion. What a privilege to be working side by side with such an amazing photographer.

These are good examples of why it is so important to tell everyone you know about your business, especially photographers. This particular photographer has recommended me for three new jobs. Talk to everyone about your business, you never know what might come out of a simple conversation.

“...my girlfriend called me and said that she and her sister had just watched the slideshow and they both were in tears..”

APPO: What tips or advice would you give other new photo organizers as they get started?

TAMMY: As I mentioned earlier, the first and most important thing is to talk to everyone about your business. My first lead came from the very first person I told about my business.

When you are passionate about what you are doing people will be attracted to that. They will want to know more about it.

Make sure to also educate yourself. APPO has so many powerful resources. Their webinars, training, forums, and Facebook page are wonderful tools to get started. They are there to help you and the best part is…they’re free!

Lastly, hire a business coach or find a mentor to guide you in the right direction. A business coach will help you create a strategy for your business. This will also save you many hours of frustration.

“Make sure to also educate yourself. APPO has so many powerful resources. Their webinars, training, forums, and Facebook page are wonderful tools to get started.”

Tammy Smith and her sister.

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Know Thy Customer

The one lesson I learned to attract and keep the perfect client by daina makinson Daina Makinson is the founder of Snap Shot Solutions and a certified pho-

I HAVE 3,000 petal ink flower pens in my

to organizer. After qualifying for the Ontario Self Employment Benefit Pro-

garage and alongside them are almost 10,000

gram, she launched her business in September 2012 with the help of the

brochures for Moving Mum, a seniors move

Guelph-Wellington Business Centre. Since then she has been recognized for

management company. Both are businesses

delivering excellent customer service with the 2013 Guelph-Wellington Business En-

I tried to start.

terprise Centre Awards for Outstanding Customer Service and Outstanding Consulting Business, as well as the 2013 Guelph Tribune’s Readers Choice Diamond Award,

They were both good ideas. The flower pens

Most Attentive Owner. Recently Snap Shot Solutions was featured in The Globe and

were actually quite beautiful, looking like a

Mail in the Report on Business Section. Daina will also be on CBC TV’s national prime

vase of orchids from a distance. Even more

time show Doc Zone later in 2014.

so, with the billowing population of seniors, a business helping them downsize seemed very timely.

“I went all the way: what postal code she lives in, where she shops, what brands she buys, the family income, what she likes to do for fun, how many kids she has and what school they go to... get the picture?”

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I had a few good ideas…cool brands. I hung

Right down to what her husband does for a

that newspaper - as do her friends who sha-

up the sign and let everyone know.

living.

red the article with her with their subject line reading: “YOU NEED THIS!”

So what went wrong? I didn’t have any clients

Then, I went all the way to define her: what

and it doesn’t take rocket science to figure out

postal code she lives in, where she shops,

Plus I know what makes her tick. The better

that no clients equals no business.

what brands she buys, the family income,

you know someone, the more you under-

what she likes to do for fun, how many kids

stand how they feel and what is important

With the “third time a charm,” I began my pho-

she has and what school they go to.... get the

to them. Because I have such a clear picture

to organizing business, Snap Shot Solutions,

picture?

of my perfect client and I know what pushes

in September 2012. It has boomed into a thri-

her buttons, I can customize my approach to

ving and successful enterprise with a long list

In fact, a picture was exactly what I wanted. I

reach into her heart and speak to her in a lan-

of perfect clients who keep coming back over

knew that if I could see her, then I could find

guage that she feels and understands.

and over again.

her and I would know how to reach her. With

What was different this time? Why was this bu-

this information, I would also know what mar-

Having a clear, specific understanding of

keting tools would be successful.

exactly who your clients are will help you

siness succeeding?

find them. You will then be able to create For example, what newspaper she reads…

First, with the help of my local small business

an effective marketing approach, offering them what they are actually looking for and

center, I first created an extensive business

One of my own clients recommended me as a

treating them the way they want to be trea-

plan for Snap Shot Solutions. One of the most

story to a national newspaper. When the story

ted. This will translate into clients who keep

important sections that completely changed

ran I was inundated with requests. Were they

coming back for more... and, in my case, an

my business was this: take my perfect custo-

all my target customer? No. However, most

empty garage!

mer and define her, yes, her - completely.

of them were. Why? Because my client reads

SEEK FIRST TO UNDERSTAND. “I knew that if I could see her, I could find her and I would know how to reach her. “

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Navigating the Referral Process Five best practices to navigate the referral process behind the scenes BY HELEN SCHUTZ Helen Schutz was born and raised in Houston, Texas. One of eight children, she acquired

REFERRALS ARE THE LIFEBLOOD of many

the “organizing gene” in her family. She launched her professional organizing business,

organizing businesses.

HBS Organizing, in 2007 with an emphasis on bookkeeping, paper & digital file mana-

clients come to us as the result of referrals

gement, and photo organizing. Helen is a certified professional organizer, Golden Circle

from our colleagues. So how do you handle a

member of NAPO , and certified member of APPO. She is also a member of the Institute for

referral from another organizer once it comes

Challenging Disorganization. She was named Volunteer of the Year for the NAPO Houston

your way? Here are five “best practice” tips

Chapter in 2011. In her spare time, Helen enjoys Pilates, reading, gluten-free eating and

to help you navigate the referral process to

the never-ending search for the perfect Pinot Noir. Her website is www.hbsorganizing.com.

ensure everyone involved is happy.

Some of our best

“If you think you can work with the client, let the referring organizer know you look forward to working with him or her and keep the organizer posted on the initial sessions.”

inFOCUS FALL 2014

1. Assess - Ask yourself if you are the best

3. Ask – Be forthright and ask the referring

This can be a text message, voice mail

fit for the client if you get a referral from

organizer if she or he wants a referral

message or short email. Just something

another organizer. Sometimes you will

fee. Some do and some don’t. There

to say that you enjoy working with the

not know very much about the potential

is no one-size-fits-all organizing fee. If

client and that there is progress. Use this

client. Therefore, it is in your best inter-

the organizer wants a referral fee, they

time to thank them again. A little some-

est to find out as much as you can about

will usually let you know up front, but

thing extra, like sending a thank you card

the client before making contact with

it doesn’t hurt to ask. A few organizers

or an email, is always appreciated.

him or her. Once you do make contact,

might want a percentage of the first ses-

do a thorough phone assessment to see

sion or a flat fee; other organizers don’t

While I’m no expert, I’ve found these tactics

if the client will be a good fit for you. Re-

want one at all. You may be doing them

are very helpful. As your business grows, you

member, always honor the client – if it’s

a favor by taking on the client that they

will undoubtedly learn more techniques for

a job you don’t want or can’t handle, be

are unable to assist.

deal-ing with referrals. Most importantly, re-

professional enough to decline it and re-

member to put the client’s needs first. Don’t 4. Appreciate – Show appreciation for

forget that some of your best clients could be

the referral if there is not a fee involved.

referrals. Adhere to these tips so that everyo-

2. Acknowledge – If you think you can

Some examples include giving the refer-

ne involved comes out on top. That’s what I

work with the client, let the referring

ring organizer a gift card to a restaurant

call a win-win-win situation!

organizer know you look forward to

or coffee shop. Use your imagination,

working with him or her and keep the

especially if you know the organizer and

organizer posted on the initial sessions.

his or her tastes and interests. It doesn’t

If you don’t think you can work with the

have to break the bank, but doing this

client, let the organizer know right away.

shows appreciation and gratitude.

fer it to another organizer.

Especially if you gave the client a list of other organizers to contact. As profes-

5. Follow-up – After you have started

sionals, we must treat each other with

working with the client, let the referring

respect and courtesy.

organizer know how things are going.

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inFOCUS FALL 2014

Take Charge of Your Email Inbox Un-clutter your inbox and make it work for you BY BONNIE HILLMAN SHAY

Professional

organizer

and

foun-

der of Mariposa Creative Solutions, Bonnie Hillman Shay, knows she is wired for the work that she does as she aims to create order out of disorder. She specializes in office organizing (home or professional), residential organizing, and photo organizing.

Bonnie is also the author of the book Take Charge of Your Email Inbox. For more information, visit her website www.mariposacreativesolutions.com.

inFOCUS FALL 2014

EMAIL HAS BECOME a full-time challenge to

How did our inboxes get to be over-

Vow to make decisions about where emails

manage, both personally and professional-

flowing?

should go so that your inbox remains unclut-

ly. People have become inundated with the quantity of emails that find their way into

tered. Here are a few suggestions: •

We get more and more emails each day.

•

We fear deleting something because we

their inboxes, and before they know it, 3,000 emails have taken up residence there. As a

1.

result, they become overwhelmed, stuck, and

Unsubscribe from emails that are no longer relevant to your life.

think we might need it someday.

don’t know what to do. Are you one of these

2.

people?

•

We fear missing out on something good.

How would you feel …

•

We don’t make decisions or we don’t

Automatically divert emails that you don’t need to see immediately to appropriate folders for later reading.

make good decisions.

•

worth of email in it?

We have multiple email addresses and File emails that you need for future reference in appropriate folders.

•

We are inundated with many modes of communication and infinite distractions.

•

4.

If you could find any email you were looking for in a few seconds?

Delete emails you don’t really need to keep.

•

multiple devices to manage.

•

3.

If your inbox had less than one screen’s

If you didn’t miss important items be-

5.

Act on emails that need your attention and then delete or file the email.

cause they weren’t buried in your inbox

How to un-clutter your inbox and make it

with 2,999 other emails?

work for you.

If you felt peaceful and calm because

Inbox goal: Your inbox should only contain

that email once again becomes a tool to work

you had regained control of your email?

those emails that are truly important and

for you instead of being a full time job in and

need your attention.

of itself. You can do it!

Consider an overflowing inbox as a collection

To explore these concepts and much more,

of decisions not made. Either you don’t take

please watch my webinar recorded Thursday,

the time to decide where the email needs to

September 18th and archived under Member

go or you don’t know where it needs to go.

Resources at www.appo.org.

It is all about making decisions and being determined to maintain an uncluttered inbox so

•

This is all possible and it can be your reality if you want!

“Your inbox should only contain those emails that are truly important and need your attention.”

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inFOCUS FALL 2014

Planning the Perfect Pitch Writing purposeful press releases BY MOLLIE BARTELT

Mollie Bartelt is the co-founder of Pixologie, Inc., a photo organization and management company.

She and co-founder Ann Matuszak have been helping people bring their photos out of chaos and into their lives to be celebrated and shared, for nearly twenty years.

BE PREPARED. Have a few topics ready to go for when a timely or a national news story hits. For the upcoming holiday season, a good pitch might be “Three Gift Ideas to Build a Child’s Self-Esteem and Celebrate Family”.

MEDIA COVERAGE offers credibility and authenticity to our message as photo organizers. APPO and its members have been covered by a variety of media sources, garnering much attention, while attributing to the growth of the organization and the industry.

In order to get media exposure, it is not about pitching our services to reporters; it is about pitching the story behind the services, as well as being purposeful about our pitch, that will get a reporter’s attention. If you are wondering how you might obtain some media coverage in your area, here are some tips we use in our own photo organizing business:

1.

Have a few topics ready to go for when a timely or a national news story hits.

You will be prepared to capitalize on the breaking news and pitch your expertise to the local media. For example:

•

Past news: In July, news floated around that Shutterfly was being put up for sale – your pitch could be “Make Sure Your Online Photos are Not Going To Be Lost Forever” or something similar.

•

Current news: News breaking about private photos being hacked into and shared – your pitch could be “How to Organize Your Photos To Protect Your Privacy” or, even more alarming, “Four

inFOCUS FALL 2014

PIXOLOGIE PRESS. Mollie and partner, co-founder Ann Matuszak, share their photo management knowledge with viewers.

Things to Teach Your Teenager About Taking Smartphone Photos.”

•

2.

Future news: For holiday gifts, a good pitch might be “Three Gift Ideas to Build a Child’s Self-Esteem and Celebrate Family,” or another unique title of the same sort.

When writing your press release, choose your topics and tips based on your experience and what you are passionate about. Also make sure your tips and focus in the press release benefit the audience you are addressing. Include a short bio about yourself and why/how you are an expert.

3.

Research the reporters and stations you are going to contact and pick ten to twelve local media outlets to contact.

Adjust your pitch according to the outlet, whether television, newspaper, radio, etc. Send the pitch as soon as possible if it is related to something currently occurring nationally; or four to six weeks in advance of the holiday/ event.

4.

When you do get a reporter to contact you, do NOT overwhelm them with all the ways you can help a person with their photos. Keep your responses SIMPLE and relevant to the press release you sent. Plant seeds for another time.

Whenever any one of us has press coverage, whether local or on a larger level, it helps to build the photo organization field as a whole - something that will benefit us all as we continue to help people get their photos out of chaos and back into life to be celebrated and shared!

If you have questions or would like to see our format for press releases, don’t hesitate to email me at mollieb@pixologieinc.com.

“ ..it is about pitching the story behind the services, as well as being purposeful about our pitch, that will get a reporter’s attention.”

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inFOCUS FALL 2014

Dominating Social Media

How one simple idea allows you to dominate social media BY COACH JENN LEE

Coach Jenn Lee rocks the entrepreneur’s world through marketing madness, high-energy speeches and money-mindset maneuvers! Small business owners are booming from her insight shared on Fox Business News and local stations across the country, and national publications, like Success Magazine. Get more @coachjennlee.

IT’S NO SECRET, keeping up with social me-

because they are overwhelmed with the idea

dia can make you want to pull your hair out

of creating the amount of content needed

and chuck your computer out the window

to make an indent in this very noisy space.

while screaming, “I’m mad as hell and not

Content is king, no doubt – however, there is

going to take it anymore.” Please tell me you

a way to leverage a thought, an opinion, an

remember the movie Network, it’s a classic.

observation or new passion into killer content that can be shared across all platforms

“Free marketing,” a.k.a. social media, is the

effectively… without resolving to throwing

chief complaint from my clients, mainly

your computer out the window.

inFOCUS FALL 2014

te a catchy title, preferably with 5-7 words,

dience for years to come. Those re-pins add

asking a question, quoting a statistic, or

up to clicks to your website! HINT: Don’t do

laying out steps. We went the question route

this step the same week you create the blog.

and chose this title: “Are You a Boss or Just

Posting the same thing on every platform will

Bossy?”

bore your audience who is most likely clicking between Pinterest, Facebook and Twitter win-

Promote Your Blog – Post your blog using

dows simultaneously. You do it, right?

a fresh, original picture on LinkedIn (4),

“There is a way to

Google+ (5), and in a kick-ass e-newsletter (6).

Ongoing Tweets – Now you can tweet, tweet

HINT: We try to use our own pics, if not, make

away! Reposting your blog (12) with different

sure you BUY pictures. We use 123rf.com.

tweet verbiage keeps it fresh and will attract new peeps every time. HINT: Use a bitly link to

Local Media Pitch – It’s not as scary as you

keep it short and easily trackable.

leverage a thought, an

think. What’s really not scary is the buzz you

opinion, an observation

will create from posting your segment on

Google+ Post – Every smart and savvy profes-

Facebook afterwards. Identify the local station

sional uses Google+ for connecting to people

that has live guest segments as part of their

and increasing their SEO. Posting your blog

regular programming. You know the one that

with a link to the original blog is the best way

killer content that

makes you scream, “Why am I not on this?!”

to go and include that rockin’ original picture.

can be shared across all

pitch to them! Take that blog and create a

LinkedIn Post – This is different than “shar-

smart pitch (7). It’s really just a shorter version

ing” your blog on LinkedIn like you did when

platforms effectively...

of your blog with value for their audience. If

you first wrote your blog. Wait a week then

you need help with this call me!

create a “post” of your blog (13). This will

or new passion into

without throwing your computer out the window.”

every morning. Well, it’s because you didn’t

be viewed by more people and suggested National Media Pitch – Leverage that seg-

to people you aren’t connected with in the

ment! There’s no reason to hold back from

Pulse feature. “Are You a Boss or Just Bossy?”

submitting that same pitch (especially if you

generated over 2,000 views, 300 likes, and 150

were featured locally) to a national coverage

shares and most importantly three phone

team (8). My “Boss or Bossy” segment was

calls from potential coaching clients.

rejected, but after reading my pitch and watching the segment, they knew I had the Promote

Passion – My good friend

Tory Johnson posted this Facebook share-

Whew, see it’s not that hard, right?

goods to deliver on a similar topic. BOOM! Booked the next week on Fox Business.

able quoting Beyonce in reference to the

A shareable here, a blog there, combined with well-timed posts and you’ll be dominating

“Ban Bossy” campaign. We loved it and…

Speak About It – I turned this blog idea into

vroom, vroom…away we went. Here’s how

a speaking topic for an upcoming conference

you can too.

(9), but if speaking is not your gig, create a

And if this entire blog has left you even more

video and post on YouTube (10). If that’s not

confused than you were before, call me. You

Share It - Start by “sharing” it on Facebook

your thing either then use your birdie voice

can’t let this stop you from letting the world

(1) and Instagram (2). Make sure to use appro-

(Twitter) to voice your opinion, share strate-

know how fabulous you are. Let my cracker

priate hashtags – if it is trending, you want to

gies, give tips, or promote your topic.

jack team plan and execute a social media

be part of it.

social media before you know it!

strategy for you that will have your notificaPost on Pinterest – The key to this step is

Write About It – Take your shareable a step

making sure you link the picture to your blog

further by writing a blog (3) on the topic and

(11). This is another type of shareable and

posting it on your website. Make sure to crea-

you’ll be stimulating interest with a new au-

tions panel pinning non-stop.

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inFOCUS FALL 2014

Ripe for the Taking

BY PHOTOGRAPHER NICK KELSH

Four techniques that will enhance your fall photos

Photo by Michelle Hammer

I REMEMBER driving home from upstate New

soul. However, before you start capturing this

York from Grandma and Grandpa’s house

magical change in time, consider these four

in late August admiring the beauty of the

techniques for taking better photos:

changing colors in the trees. If you’re lucky, NICK KELSH is a nationally renowned photogra-

one of nature’s most wondrous shows will be

pher and the author of nine books, including the

happening in your neighborhood, too.

1. Use a long lens. One of the most useful tools when photographing fall color is a long lens—a telephoto lens. If you use

bestselling Naked Babies and Siblings. He has appeared numerours times on Oprah and The Today

This time of year is a gift of color - some of

a large aperture (that’s a small number)

Show. Nick lives in Philadelphia with his wife, Anne,

the best color you will ever see. Go for a walk

it will help put the background beauti-

and is the father of three sons. For more information

alone in the woods with your camera and

fully out of focus. By doing so, you can

visit www.howtophotographyourlife.com.

make something beautiful. It’s good for your

then put emphasis on single leaves or

inFOCUS FALL 2014

“This time of year is a gift of color - some of the best COLOR you will ever see. Go for a walk alone in the woods with your camera and make something

BEAUTIFUL.”

1. Use a long lense.

It is one of the most useful tools when photographing fall color.

Photo by Michelle Hammer

a couple of branches hanging down in

and vertical lines. A telephoto lens may

4. Wear one spot of bright color. If you go

front of another colored background.

be the most useful piece of equipment

for a walk with a child this fall it’s worth

The closer you get to individual leaves

you could take with you into the woods

having them wear a spot of bright color.

the more the background will go out of

for fall color photography.

It’s a little compulsive I know, but you will

focus.

never regret photographing someone 3. The ground is your canvas. I think I’ve

wearing red in the woods—it makes all

2. Zoom in. A telephoto lens—that’s

taken some of my nicest fall color photos

the difference. They can be very small in

zooming in to make things seem

by pointing my camera at the ground.

the frame and still pop if they are wea-

closer—also compresses the scene like

I’ve often found beautiful pictures of

ring something colorful.

this one by Tom Reese in Aspen, Colora-

leaves laying at the base of trees or I’ve

do. Everything seems to pile up and get

even arranged my favorite leaves in a

Try using these techniques and you’ll have

closer to itself creating a pattern of color

specific pattern.

vivid memories to last you a lifetime!

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inFOCUS FALL 2014

3. The ground is your canvas.

Some of Nick’s nicest fall color photos have been taken by pointing his camera at the ground.

Photo by Nick Kelsh.

inFOCUS FALL 2014

You’ll often find beautiful pictures of leaves laying at the base of trees. Try arranging your favorite leaves in a specific pattern.

Photo by Nick Kelsh.

2. Zoom In. Everything seems to pile up and get closer to itself creating a pattern of color and vertical lines.

Photo by Tom Reese.

4. Wear one spot of bright color.

You will never regret photographing someone wearing red in the woods.

Photo by Nick Kelsh.

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