Ok, so you now know a few things from part one of this article
- Price is related to your ability to market yourself, not your photography skill
- You should charge high prices and then explain why you’re worth that sort of money
- You must be a good photography, but you don’t have to be the ‘best’ because your clients can’t tell the difference anyway
- When building value in the clients mind, speak in terms of how you can benefit them
Now lets continue with more…
Why You Need High Paying Clients
Some of the reasons are obvious… but some, less so.
The first and most obvious reason, is because the more a client pays, the less you have to work to earn the same amount of money. Duh!
But there are some less obvious reasons that are even more important.
If you charge low prices now, or have ever had clients who have paid low prices, you’ll know that they are much different…
If a client contacts you for a special deal you’re doing that’s $95 for a full real estate photography package, they’ll be happy with the price, but will be instantly suspicious.
They know that there’s no way you’re working for 2 hours getting photos, plus editing time and printing for $95. They’ll suspect that you’re cutting corners somewhere, so they’ll be eagerly waiting for you to make a mistake or forget something…
They’ll point out bright photo’s saying they’re over-exposed. They’ll ask to see the originals to check that the photo’s were edited. They’ll even watch you while you’re taking the shots to ensure you’re not stealing stuff!
It always ends up being more trouble than it’s worth. For those low prices the client expects a crappy job, and he finds any way possible to make sure that he’s right!
On the other hand…
A high paying client will have a much different initial perception of you…
They know that because you charge high prices, you must know what you’re doing. You’re a genius in high demand who may not do things the way they’d expected, but they’ll trust you the whole time because you’re a leader in photography!
Even if a photo comes out a fraction off center, or the eyes of a subject aren’t in one of the two normal focal points, or the shutter speed was slightly off, causing a blurred effect in the background of a group shot… they won’t care!
They’ll chalk it up to “this girl really knows her stuff! I could never point out this stuff because she must have done it on purpose”.
They’ll have boat loads more trust and faith in your skills, and will be impressed by everything you do!
That’s not a reason to produce photo’s that aren’t at the peak of your ability, or to slack on things like choosing the right aperture and shutter speed, or switching lenses when necessary.
- Your clients will have more trust in your ability
- Clients won’t argue or point out mistakes, missed shots, or things that aren’t 100% perfect
- You’ll enjoy your jobs a whole lot more
- Your clients will love you and refer you to everyone
- You’ll make much more cash while working fewer hours, giving you more time to spend on marketing and building your business!
There Are Different Types of People
You’re thinking “cheers for this awesome tip Dane, I didn’t know that already!”… But let me explain what I mean…
In marketing 95% of people are driven to do things by emotion. Which is why writing to their emotions works.
Things like “imagine getting a budget photographer who delivers your photos and they look horrible! He’s missed half the important shots like the ring going on, and the first kiss… half of those that he captured are ruined because of motion blur and the other half look like they were taken on a crappy point and shoot camera. You’ve missed your chance to capture these memories and no amount of money can bring that back!”
The other 5% of people are driven to do things by logic. So they would be more impressed by the fact that you’ve got 25 different lenses that each serve a different purpose, and have shot 278 weddings around the world, and use the best quality camera that money can buy.
You can’t market to both, so don’t market to the 5% that are logical. Market to the 95% who are emotional and make sure your marketing plays on their emotions. Get into their mind and press those hot buttons that get them to book you for their job!
Do you know what I mean when I say ‘braggers’?
I don’t want to offend anyone here, so I’ll start by saying that even I can be one of these people at times. If I do something that I think is worth mentioning, I’m not ashamed to do a little bragging!
There are of course many different levels, and for some people it’s basically a way of life!
So, braggers are those people who love to get the best, and when they do, they love to tell people about it.
They’ll spend $100 on a Japanese apple and have the need to let everyone know about it… they only buy the best, which is always associated with the most expensive, and are happy to pay the price for the ability to say that they “got the most expensive xyz”.
So you MUST position yourself as the most expensive photographer to attract these clients.
These are the type of people who will simply compare photographers based on price, and assume that the most expensive one is the absolute best… and in their minds, you simply are the best!
With these clients, you could spend all day explaining why you provide a superior service, and talk about your brilliant offer and guarantee, but they won’t really care. They just want to know, “are you the most expensive?”, and “what’s the largest package you offer?”.
Give them a huge package, and then give them a service and experience that lives up to the price!
Finally… In Closing
This was a pretty damn long article… I should probably call it a report or something… Heck, maybe I’ll turn it into a mini book and give it away as a bonus!
It gives you some of the most important reasons why you need to be charging high prices, and eventually the highest prices in your area.
Structuring your business this way will be the fastest and surest road to a profitable and successful career as a TOG.
You’ll certainly hear a lot of ‘naysayers’ who will say things like “you can’t charge those prices until you’ve had 20 years experience”, or “you need to make your prices competitive”, along with a host of other beliefs that are totally wrong. DON’T LISTEN TO THEM!
You’ll be able to easily overtake these negative photographers with superior marketing methods, while they’re struggling to stay afloat because they’re focusing on using new lenses and totally neglecting the marketing.
In reality, the success of your photography business comes down to the strength of your marketing. Become great at that, and there are no limits to your success!