If you’ve read through much of my material, you’ll know that a recurring theme is positioning…
I constantly emphasize the benefits of being positioned as a photography expert. The go-to guy or girl. The professional in your field who charges more but is worth every cent.
You get the point.
This article will focus on creating an “Ask the Expert” side to your business.
What Is Ask The Expert Photographer?
It’s basically a section on your website/blog, a part of your Facebook page, and even a weekly YouTube video, where anyone can come and ask you questions about the type of photography you do. Including questions about the techniques you use, the experience you have, what you would recommend for the job they want to get done etc. ANYTHING that any person asks, should be answered in your “Ask the Expert” section…
You shouldn’t reserve this for just clients either. It should also be open to prospect, and even those who you wouldn’t class as prospects.
Obviously it positions you as an expert. You’re the photographer who others are turning to to have their questions answered… so you must be the best!
This also evokes the “social proof” persuasion tactic that says “people will do things they see other people doing”. Kind of like when you walk past a restaurant that is packed full of customers, makes you want to try that restaurant… the same is true for the Ask an Expert strategy. Prospects see a lot of people coming to you for help, so they conclude that you must be the best!
Third, it gives your prospects a chance to connect with you and build a relationship before signing up for any of your packages. Which also makes it seem more like you’re a friend than a service provider.
How To Set It Up…
If you’re doing it on your blog you can do it by simply writing a post that tells people you’ll be answering any and all questions in the comments below. You would then reply to every question in the comment section, which would allow other users to see it.
If you’re using your Facebook page you can simply have one day per week where you write and update saying something like “Ok, so it’s my Ask the Expert time again, so leave your questions on my wall and I’ll reply with an answer!”. Then you would reply to the questions and it would be viewable by all users of your page.
If you wanted to do it via video, I would recommend using a webinar service where you can invite callers on to ask the questions. You’d then answer them immediately. When finished you’d post the whole video to YouTube so others could access it in the future.
Get It Published!
The ultimate goal would be to get a following of people and get a weekly or monthly spot in a newspaper or magazine where readers would send in their questions which you would answer. This is the ultimate kind of publicity and would be like rocket fuel to your photography business!
Build a following over time, and then take the statistics to the newspaper or magazine and show them that the column would be a huge success. This increases your chances of getting the spot many times over!
So start your “Ask The Expert” section this week and run it at least once per week or once per month at the very minimum! Over time you’ll start to see huge results, but keep in mind that you must be patient! The seeds you plant now will reap big rewards for your photography business in the future!