If you’re a fine art or landscape photographer, your business type is a little different to most photographers. Your aim is to sell your product which is your prints… while most photographers, such as portrait or wedding photographers aim to perform a service for the client.
Many of the strategies are identical, which you can find in my Rich Photographer System, but there’s some that only work when selling a product… and here’s one of them!…
Using Scarcity to Push Prospects Over The Edge
You’ll already know that your prospects buy for a handful of reasons…
Firstly, and most commonly is that they love your work and want to have it displayed in their home or office.
Second, is that they’re buying it as an investment, and hope that someday you’ll become very well recognized, thereby boosting the value of your work. This is a little more uncommon in photography than it is with other art forms like painting.
But here’s a tactic that makes prospects want to buy right away, no matter the reason they’re interested…
Make Your Prints Limited
It’s best to keep these numbers very low. Such as “1 of 5”.
This makes people feel much more special if they can score one of those prints, and they’ll also know that there’s almost no chance that anyone else will have the print.
I was recently in Cairns here in Australia and walked into a photographers shop with all his prints on display. They had ridiculous numbers like, “1 of 225” for $800 per print. That really isn’t limited edition at all, especially when there are hundreds of prints in the shop. I can almost guarantee that he’ll never sell anywhere close to 225 of each print… he’s got the right idea, but isn’t executing it well.
Don’t make all your prints limited either, just have a ‘limited edition section’ that are priced much higher and make sure you only sell very small numbers of them.
Why It Works
People love to be special and part of an exclusive group. Making your prints limited allows them to do that. When they show their friends one of your prints on their wall, they’ll be able to say “It’s a John Smith and is one of only 3”. It sounds much more impressive, doesn’t it?
It’s common for people to come in and really love your work, but leave without buying because they say “I’ll think about it”, or “I’ll sleep on it”. 9 times out of 10 they never return and you miss out on the sale. The reason for this is that people buy everything based on emotion, and after the purchase they justify it with logic. The logic typically isn’t enough to make the sale when dealing with prints.
Think about it for a second… when someone really loves a print, they’re at a peak of emotion. They buy it an get it home and the initial emotion fades a little… plus they often have to explain the purchase to a partner, and this is where the logic comes in. They’ll have arguments like “it really makes the room look beautiful”, “it creates a fun atmosphere in the house”, “it was $100 off”, “it’s a good investment”…
Being able to add “it’s one of only three” will make it a much more appealing and logical decision.
To help end the “I’ll think about it” sale killer, you’ll have the advantage of saying , “it’s one of only three and two have already been sold, so this could be your last chance”, or “two other investors have seen the beauty in this shot and taken the first two prints, I can’t guarantee that it’ll still be available tomorrow because the last one always seems to sell very quickly as I’m sure you can imagine, I’d hate for someone to take this amazing print from you”.
This makes people worried that they’re going to miss out, and that someone else might take something that they feel is already theirs… A good tip here is that…
People would rather miss out on something, than have something taken away that was already theirs.
So try and create the feeling within them that the print is already theirs and simply doing that will boost your sales alone!
You can do this quite easily by choosing the words your say carefully and referring to is as “your print”, instead of “this print”. Also asking questions that help them visualize it already in their possession like “where would you hang it?”, “Imagine walking into your home and being greeted by this beautiful print”, “Imagine the compliments you’d get from friends when they see your print”.
If you’re a fine art or landscape photographer… or if your business is based around selling prints, then use these ideas to boost your conversions, and even help build your name in the community!
If you’d like a heap more strategies like this little beauty, then check out my Rich Photographers System. I look forward to adding your success story to the page!
Got questions or comments? Let me know by entering them in the form below! I really value your feedback and discussion.