As a photographers, there are few advertising mediums that are easier and cheaper to set up than good old fashioned car signage.
I’m talking about those stickers that go on the sides of your car and on the rear windshield. Some businesses go so far as getting a full custom paint job, but that’s much more expensive and more difficult to change.
What Most Photographers Do…
Not a whole lot of photographers even use car signage, because they think that it’s probably not going to bring in many clients anyway, so why bother?
It’s true that you’re not going to get dozens of calls each week from people who saw your driving around… but it’s highly likely that with the right car signage you’ll be able to get an extra 3 or 4 clients per year as a wedding photographer, and probably more for other types of photography, which makes this strategy very worthy of mention.
Most photographers who do use car signage will basically have a business card style advertisement done. It includes their logo, their name and their phone number and they expect that this will be enough to get viewers to pick up the phone and call. But it’s not!
If you’ve ever tried this type of car sign as a photographer, then you’ll know that it performs very poorly.
Remember, you should never be doing any type of advertising to look fancy or professional… it should always be for the sole purpose of bringing in more clients!
Many photographers seem to fall into the trap of creating very beautiful logo’s which they use on business cards and car signs, that actually end up reducing their advertising performance!
How You Should Create Car Signage
It’s basically the same as how I suggest your business card should be created.
You’ll start with a headline that grabs the readers attention. Follow that with some of the benefits you can give them. Next is your limited time offer, then your contact details.
Here’s an example for a wedding photographer…
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As you can see it’s all just text, however it actually explains what you’re offering the prospect, and gives them a reason to take action right now, instead of thinking about it until a later date, which usually ends up being never!
In this example I’ve used the ‘free consumer awareness report’ which gives you the opportunity to collect the persons details, so that you can follow up with them more effectively. If they’re signing up for this free report, then they’re obviously very interested in wedding photography at some point in the near future and wnat to do the proper research, so they are your ideal prospects.
A second reason this angle is great, is because you can explain to your prospect why some photographers can’t be trusted… how they use inferior techniques, poor quality equipment, etc, etc. As well as the reasons why you are a great photographer. You wouldn’t want to ‘bad mouth’ other photographers too much, because it would cause you to lose credibility and make it seem like all you’re trying to do is get the job.
This ad style does look boring from a visual perspective, but it is much more mentally stimulating and will boost your response by at least 500%… probably more!
If you must add some sort of image then make sure it has something to do with your text. So in this example you could put an image of the consumer awareness report, or an image of a sad bride. Never add images if they don’t in some way enhance the message.
What It’ll Cost You
Car signing is usually very cheap. If you make your own design… which you should because it’s just text so is very easy… then it should only be a few hundred dollars. This is a very small investment when you consider that it works for you all the time while you’re driving around. A single extra job would pay for the cost of the sign!
If you’re doing a limited offer that ended two or three months after it started, you can quite easily and cheaply have another sign created with a new offer!
What You Should Do Now
Spend some time thinking of your headline and offer. What are you going to do that will draw the interest of your target market? What can you offer them?
Format the text to fit in the sign. Don’t make it too small because it needs to be read from a distance. Please use white text on a black background if on your window, and black text on the sides of your car if it is a white or light colored car. Just remember to make the text as easy to read as possible and don’t get fancy with it!
Don’t be embarrassed to have a plain sign like this, because it’s going to be bringing you in new photography clients, and more money in the bank!
Keep me posted on how the results of your new car signage go!