I’ve heard every excuse in the book from photographers trying to explain why they shouldn’t use a sign on their car to promote their photography business.
Everything from the belief that they’re after a very specific client and a car sign won’t make much difference. To an increased chance of theft because the sign is letting thieves know that there’s expensive equipment in the car.
If you hold either of those beliefs, let me crush them for you now…
“I Only Target Very Specific Clients”
Ok, but so does nearly every photographer. Of course your service isn’t going to be suitable for everyone who looks at your car, but even if your car sign only brings in one new client per year, then it will have more than paid itself off in most cases. AND you’re guaranteed to get more than one client in the year.
Potentially hundreds of people will see your car sign each day, and over 365 days that could add up to hundreds of thousands! It only costs a few hundred for a beautiful and effective car sign, so don’t overlook this method of client generation!
“It’ll Make My Car A Thief Magnet”
Firstly, you shouldn’t be leaving all your gear in your car for long periods in the first place, especially if you live in a warm climate.
Secondly, if you’ve got insurance (which you should), then your gear will most likely be covered. So even if you are extremely unlucky and do get robbed, then you’ll be covered for the loss.
However you must weigh up the pro’s and con’s here. The con is that there’s a very very very small chance you gear will get taken, while the pro is that you’ll gain a whole lot more exposure, as well as many new jobs each year while you have the sign up.
In this case, the pro’s far outweigh the con’s!
What It Should Look Like?
Your car signage ad should have the standard direct response style format. A headline that grabs attention, followed by an offer, and a call to action.
You should make the headline fairly short because you probably won’t have long to grab attention. Next you should have an offer that gives the reader a reason to call you to claim some sort of deal when they mention your car sign. Lastly you’ll need a ‘call to action’ which will force them to take action right away – Something like “Offer ends November 1st”, as well as a phone number that is hopefully easy to remember, such as ‘1300 – photograph’ – I’m sure it won’t be that perfect, but you get the point!
It doesn’t need to be full of photos or have your logo smeared across the top, because those things will actually make your ad perform worse!
The goal is to draw the viewer in with the headline, get them hooked, and then force them to call.
Here’s an example:
Got A Wedding Coming Up?
Get a Free Trial Shoot So You Know Exactly How Your Photos Will Turn Out On Your Big Day
Mention this ad to claim this offer before November 1st – Call 1300-photographer now!
You simply must make a quality car sign a priority over the coming months, because it’s extremely cheap and can last a very long time with ongoing great results.
If you’ve got questions about your own car sign, leave them in the comments below. Or simply let me know that you enjoyed the article!