Using the New Economy — and Its Job Hunters — to Your Advantage

Dear Lynda,

I’m an adult ed teacher for Photoshop and photo classes. If we don’t get a minimum number of students, we’ll get a vacation instead. Curious if you might have suggestions for promoting my classes. I use Craigslist (with success) and other classified sites. Also started using an email service to design better-looking HTML email announcements and to manage my growing email list.

Here’s a link to my latest promotion via email: KJ spring promo

I haven’t tried print ads yet but have been looking into local community papers. I use my website vs. the school’s, because its kind of difficult to find my courses listed on their website.

Keith Johnson
www.thephotoshopguy.net

Dear Keith,

There’s a whole new demographic out there just waiting to learn from you. During economic downturns, many people take classes in the hopes of boosting their resume with new skills or, since they’re not working anyway, because they finally have time to learn more about one of their passions. You’re lucky in that your expertise covers both of these areas. Make sure your marketing materials play to both demographics.

Before we even get into marketing, let’s discuss your website. What good is it to get people to your site if they leave right away? I’ve taken a look at your site and, while it’s quite informative, it doesn’t begin to sell the many finer points of learning this amazingly diverse program. What is the main reason people want to learn Photoshop? In the past, it may have been a curiosity of the program or as a creative outlet. These days, however, whole careers are built on knowing Photoshop, and adding it to a resume would definitely make a job candidate more attractive to employers. Sell this benefit of your class as much as you possibly can.

Your current class descriptions tell one side of the story, but they may not make much sense to someone not already familiar with Photoshop or photography in general. Under your class descriptions, describe what job skills your students will walk away with, such as understanding different file types, resizing photos for web versus print, or even just the basics of photography copyrights. Tell them what new bullet points they’ll be able to add to their skill set, and which jobs generally require these skills. For those students looking for a creative outlet, describe exactly what they’ll be able to do after taking a class. For example, “Learn to touch up old family photos, create personalized holiday cards, and give your personal snapshots a professional touch that would otherwise cost hundreds of dollars.”

Here’s the obvious: Add photos to your website. Show students the before and after of what they’ll be able to accomplish after taking each class. There’s a reason before-and-after photos do well in makeover shows and advertising: They give people something to aspire to. Post a picture of an old black-and-white family photo with creases, and have it fade into the “after” version: a colorized, restored photo worthy of hanging over the mantle. Instead of just saying “Explore special effects,” post a photo that shows how these special effects enhance a photo. Photoshop is a visual medium, so be sure to provide as many visuals as possible! Your site should be as visually stunning as your classes’ projects. If you have samples of past students’ work, even better. Be sure to indicate which skills are learned in which classes.

Now for the marketing aspect. Because job hunters might be looking for these skills, be sure to tell recruiters and job placement agencies about your classes; ask if you can leave fliers at the front desk or in the waiting room. Post fliers in the same places where jobs are posted: coffeehouses, libraries, laundromats, community centers, etc. Partner with local resume writers and career coaches to share referrals. Make sure all of your marketing materials are visually stunning. Scan online job postings that require Photoshop knowledge and see which keywords they use (ex: retouching, portfolio, cropping), then make sure those keywords are in your descriptions.

Lastly, follow what every successful business does and harness the communal power of the web. If any of your past students blog or use Twitter, ask if they’ll send around links to your site. Have your site analyzed for SEO (search engine optimization); you may be losing traffic simply because your back-end code isn’t up to snuff.  Start a blog yourself and offer Photoshop tips; you’ll not only be showcasing your knowledge but also creating content that search engines simply love.

You have a highly sought-after skill. There’s no reason your classes shouldn’t be filled to capacity. With a little self-promotion, I’m sure you’ll find your computer lab brimming with job-seekers and aspiring artists alike.

Sincerely,