First, a warning: In your marketing and advertising, be sure you don't strive to just "get your name out there." I hear photographers say this all the time. It's a common mistake. You see, most photographers hate marketing and advertising. It costs money, takes time, and they don't feel it works. So when it comes time to figure out their marketing plan, they just think about "how to get my name out there." Big mistake. In this day and age, it's not enough to get your name out there - no way. You need to give people very clear, specific, emotional reasons to take action NOW, and contact you now. If you fail to do this, your phone won't ring and you won't receive any email inquiries - at least not enough to pay the bills and support you in the lifestyle you deserve. That's why I so hate what I call "Name, Rank and Serial Number" advertising, because all it does is announce the name or logo, the address and phone number (and maybe the web site.) That's not enough in today's marketplace. So, the next time you're putting together an ad, or a mailing, or any other form of advertising, including the Internet, use this checklist: 1. What is unique about you? I call these things your "Unique Factors." Why should someone choose you over every other photographer or option they have? And how will they benefit by this unique factor? For example, do you have a "100% You Will Be Thrilled" Money-Back Guarantee? If she doesn't love her images, you will do whatever necessary to make sure she loves them, or you will give her all her money back. You should strive to have about 10 Unique Factors for each part of your business. For example, 10 for your portrait business, 10 for your wedding photography business. 10 for your commercial photography business, etc. 2. Why should she act right now? What's in it for her if she picks up the phone and calls you to find out more? For example, Will she save some money? Will she get a bonus gift or special premium? Will she be one of only a small group of people to own something truly creative and sensitive? All of the above? 3. Do not give away free photographs. This cheapens your product and hurts you in the long run. For example, Give away a frame, or a floral arrangement from a local florist you have an exhibit with. Or a gift certificate to a local jeweler you have an exhibit with. But not free photographs. 4. What will she lose by not acting now? Remember, psychologists know that the fear of loss is greater than the desire for gain. So use this in your marketing and advertising. For example, will she lose the precious memories of this moment in her life, and never be able see them exactly like this ever again? Will she lose the chance to capture the loving emotions and relationships of all her children at this special time in their lives? 5. Remove all the risk for her. This goes back to how important it is that you totally guarantee everything you do, and that you talk about it in all of your marketing and advertising. Your guarantee should always be your number 1 "Unique Factor." 6. What are your clients saying about you? Always be sure to include photographs of real clients of yours, along with a personal testimonial from them about how thrilled they are with what you did for them." Be sure to have these words right below the photograph, and in quotation marks. And be sure to include their full name, city and state. Never, ever use a photograph without a testimonial, and never ever use a testimonial without a photograph. 7. Be sure to have a "call to action." Tell her exactly what to do right now. Ask her to do something very easy, and without any risk or pain. Tony Robins points out that everything we do is to either to gain pleasure or avoid pain. So in your advertising you must be sure that what you are asking will be easy, and totally painless. For example, ask her to pick up the telephone, right now, and call you. "There is no charge and no obligation, and no one is going to try to sell you anything. Let's just "chat" about your life and family at this time in your life, and see if there is something we can create for you that will bring tears of joy to your eyes when you see it. If you become a client of ours, that's wonderful. But if you don't, that's okay, too." Whether you like it or not, how well you craft your marketing and sales efforts will determine the level of success you achieve with your photography. It's sad, but it's true. If you will use this short checklist, I personally guarantee your marketing and advertising will work better for you than you have ever dreamed possible. All the best, Charles J. Lewis, M. Photog., Cr.
Please Rate this Article 5 out of 54 out of 53 out of 52 out of 51 out of 5
Not yet Rated
