So you’re just getting started with your photography business. Which means you’ve probably got a whole bunch of spare time because you haven’t built up your marketing funnel or client base yet, PLUS you’re probably low on cash, which rules out things like newspaper ads.
This is where most new photographers get frustrated and give up – right in the initial business building stage. If this is like you, then you’ve probably got amazing skills as a photographer, but as a marketer, you’re left scratching your head.
Well, I’ve got a simple solution for you…
If you’ve got basic text editing skills, and maybe even a hint of experience in photoshop, I’ll show you how to bring in a quick surge of new photography clients…
Cash Poor And Time Rich… What To Do?
You’ve got all this spare time, trying to get your photography business kicking along, but you don’t know what to do to get those clients calling…
You’ve made a Facebook page and invited everyone you know. You’ve told all your friends that if they know anyone who needs a photographer to give you a call. You’ve dropped off business cards everywhere that’ll allow it, and you’ve spent dozens of hours building your website… the most beautiful photography website there ever was and ever will be!…
But the phone isn’t ringing, and you’re left wondering what more can you do?… How else can you possibly attract potential clients without selling your camera to pay for ads in the newspaper that you aren’t even sure will work?
Get Your Offer In Front Of Eyeballs Without Breaking The Bank
This is a strategy that works every time for my students who come to me in the initial stages of their business, but here’s a warning… It takes time to deploy, but always gets results when done right!
Here’s what you’ll do…
Create a letter that attracts the attention of both your target prospects, AND people they know.
Here’s an example to make it easier to understand…
Let say you’re a photographer who specialises in newborns. You’re obviously not going to be able to target your letter only to homes where newborn babies live (unless you have an amazing source of information), BUT a lot of people out there know a friend who has just had a baby, so why not target them and have them deliver your message?
To do this, your letter should include an offer to anyone who refers a new client. It will depend on your average order price, but it should always be something that people want, and should typically be targeted towards women (especially in this example of newborn photography) because women tend to be the ones who want to capture the memories…
A referral reward like a bottle of fine wine, gold class tickets to the cinema or a bottle of newly released perfume…
Come up with your own incentive, but remember that the more your audience ‘want’ that gift, the better your response will be.
Here’s an example of one of my letters – http://photographybusinessriches.com/new-method/
It’s very simple and concise and asks the reader to do something at the end (enter their email address).
Make your letter follow a similar format that includes the following things:
- An attention getting headline (grabs their attention as soon as they see the letter and forces them to keep reading)
- Briefly create an image in their mind of what they will get from your services.
- Explain the offer and the gift for all referrals
- Tell them what to do next – should they call and who should they ask for?
Including a photo of yourself with your camera can help them to feel more like they know you.
What To Do With The Letter…
Print off about 100 of these letters to start with as a test.
Fold them and put them in envelopes. Leave the outside of the envelope blank… you don’t even need to seal it.
Next, deliver the letters in whatever are you think your prospects are most likely to live it. It’s usually a good idea to target the more wealthy suburbs first.
Ideally, leave the letter either in the crack of the front door, or sticking out from under the doormat. Doing this will show that it was hand-delivered, possibly from a friend or neighbour, which guarantees that it’ll get opened and looked at. If it was placed in the letterbox with all the other mail, it wouldprobably get added to the ‘junk-mail’ pile and thrown directly in the trash!
Remember to track which homes you delivered the letters to (so that you don’t double up with the same letter).
If the test goes well and you get a few calls, send out another 100. If that goes well, then you can almost guarantee it’s a winning letter, so it’s safe to deliver 500 or more at a time.
The delivery should take around 1 hour per 100 letters if you deliver in a dense suburb, which really isn’t a whole lot of time.
I’ve worked with photographers who have used this strategy alone to build up a very successful photography business starting from scratch, and you can too!
Stay away from the traditional ‘flyer’ in the letterbox. It has a terrible success rate because it always goes in the trash since people can instantly recognise it as a sales message.
Have you ever tried a mailing campaign in your photography business? Please leave your questions and comments below – I appreciate them all!
P.S. – If you’re looking for a specific letter to send, check out the Rich Photographer System