So, you’re sitting around wondering how to market photography, right?
You’ve seen what all the other photographers are doing, and you tried most of it, so you know it’s not the best way to get loads of new clients and make truckloads of cash.
All the other photographers do that “Brand Building” B.S. because they see all the big companies doing it, like Coke and McDonalds. They assume that “if it’s good enough for them, then it’s good enough for me”, without realizing that their little local photography business is far far different from these global corporations.
The big companies focus on “Brand Management” and “Image Based Advertising”, so that when you’re thirsty next you’ll crave a Coke because of the happy feelings it gives you… They can spend hundreds of millions over many years building these associations in our minds. It’s a HUGE initial loss, but pays off in the end.
If this is what comes to mind when you think “how to market photography”, then you need to change that connection right now! You simply can’t afford to waste a tonne of money building up brand associations. Your marketing needs to be very different, and that’s what this article is about…
So What’s The Solution?
You need to start using “Direct Response Advertising” instead of that crappy “Image Based Advertising” that everyone else uses! You need to get in front of your prospects eyes and make you and your business stand out from the rest of the sheep who focus on making a nice logo and having a classy “posh” sounding business name.
Some Tips to Get You Started
- Instead of your business name and logo at the top of business cards, car signs and other advertising materials, use a BOLD attention getting headline that makes you stand out from everyone else! Something like a “100% satisfaction guarantee, plus $100 as a personal penalty”. This shows your prospects that you’re so confident in your work that you’re willing to risk your own money. It also shows that you’ve probably had very few unsatisfied clients!
- Don’t meet with prospects and simply leave them with your price list or a quote. Leave them with a book full of testimonials from your past happy clients. If they see testimonials from 100 other people just like them, it’s extremely likely they will choose you!
- Treat referrals like GOLD! – Don’t just thank the referrer, because these are often worth several thousand dollars to you, instead, write a hand written card if possible and have it delivered to their home. Get them some sort of personal gift, for example, if they enjoy cooking, a new high quality chefs knife, or if they enjoy golf, a new box of balls. Something that shows you got the gift especially for them!
- Write all your content like you are talking directly to the person… kind of like how I’m writing this article. It’s not written with perfect grammar and sentence structure, but it’s easy to read and it’s much more personal this way
So if you’ve wondered how to market photography, you’ll find a few ideas in this article.
The most important thing to remember, is not to focus on “Image based advertising”, and to find something that makes you different and better than your competition. Ensure that your prospects can’t use price as the only factor for choosing you or your competitors!