When youâre shopping for a particular product (or hiring a photographer), itâs likely you have an idea of what youâre looking for in your mind. When youâre on the other side of the proverbial cash register, what the customer is looking for in your product can seem like a mystery. Why? Because of what author and brand expert Donald Miller calls âThe Curse of Knowledge.â In a nutshell, you know too much about your product to properly explain it to someone who knows nothing about it.
Not to worry. We can fix this. As photographers, our strong suit is creativity and we can use that to connect the dots between our services and our clientâs needs. Here are the top three things I have found consumers looking for in their photographer.
Interest in them
This may seem obvious, but when a couple is hiring a photographer they want to feel like they're the only client. Of course youâre interested in them and their photos. But sometimes, clients feel like youâre only interested in their money. Photographers can get so excited when leads come in that every point of contact becomes all about the photographer and how great they are. Instead, shift the attention to your client. Focus on them and what they are looking for. Find ways to for them to share who they are and what they are looking for. Sometimes, all you have to do is ask to solve the mystery.The three Ps
Photographers, like any other business owners, have to sell a whole lot more than just photos. Always remember what I like to call the âthree Psâ: Product, Price and Personality. Personality is a fun one. Consumers are smart and thanks to visual social media, even mom-and-pop shops are expected to come with a brand experience. Iâm not just talking about logos and packaging -- although thatâs part of it. Personality plays a part here as well. In 9 Secret Ways to Brand Your Business I outline the best ways to brand your company with a personality-forward approach. Pricing is the one where most of us cringe. Iâd like to change the mindset here and say that just because a client is looking for pricing does not mean theyâre price shopping. 99% of people in the world have to live within their means and that means spending money appropriately. If they canât afford you, they canât afford you. Take their word for it and simply find people that can. Just display your pricing as attractively as possible and find the client that values your work. Product is a great way to engage with customers. Sure itâs about the quality of photography, but often consumers donât know how to tell the difference between good and great work. So, appeal to them on a side they do understand with fun products. Find things like acrylic prints that they canât get anywhere else. Or give them the opportunity to physically feel the deep matte paper your albums are printed on so they fall in love.Have them find you
Gone are the days of traditional advertising. Instead, your clients are looking for a photographer they âdiscoverâ themselves -- one that hasnât hit them over the head with ads. How does that happen? By connecting with them organically, making other people talk about you (in a good way) and casting a wide marketing net. Itâs not easy. It does require work. But having clients find their way to you through non-traditional means of advertising typically results in a stronger professional relationship.Learn the ins and outs of the wedding photography business. RSVP to hear more from Vanessa Joy.
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