Online Shopping Cart
Let's talk about shopping carts for a minute, for fine art. So, what this purpose is, is you're gonna have marketing directing your clients to a shopping cart online. It needs to be simple to use. It needs to have an image. It needs to talk about the product and the benefits and features. And then it needs to give them a prompt and a reason to buy now. Because they're gonna shop and they're gonna look at all different kinds of resources. And it's unlikely that they're going to decide right away that this is the image I have to have the first time that they see it, right? They're gonna look around a little bit more. So if they see it and they know that there's only 25 available in the entire world, then they might buy it right now. Or if it is 25% off for the next ten hours, they might buy it right now, 'cause they like it that much. So as you're thinking about shopping cart sales, notice that this is a landscape image, there's not a person in here. Because we know about the emotional r...
oller coaster. The value of an image, it goes up and it goes up and it goes up until they've seen it and shared it enough and then it tanks again. This is a little bit different. So there's not that emotional connection, as much, to your fine art images. So you need to give them another reason to buy. Alright, so just kind of keep that in mind for your shopping cart. Your fine art images, your landscape, wildlife, things like that. Okay, so for shopping carts, your product descriptions are really, super important. You need to give them the experience of holding it in their hands, virtually. You could do it through a video. You could do it through very descriptive wording. You could do it through photographs that show them every amazing detail of this product that you're producing. But it needs to have an incredible description of exactly what they're going to get. Luckily you guys are photographers and a photograph is worth a thousand words, right? So take amazing images of your products. Then, it needs to talk about how to use this product in your home. So if you're selling fine art, there needs to be something that tells your clients how to properly measure their wall for this specific piece. You really don't want them buying a piece like this, you really want them buying a piece like this. So you have to educate them on how to properly size a piece of art for the home. It could be an article that you've read online that you share as relevant information on your website. Or it could be something that you've written yourself. It doesn't really matter. But it needs to educate them on how to use this product in their home. If it's an album, maybe they haven't thought that you could display an album as a piece of art in your home with a cookbook easel and change the page. It's a varying work of art in your home. Maybe they haven't thought about that. Give them some information about how to do that. If they're a person that gets tired of a single piece of art, an album is perfect 'cause you just turn the page and it's a whole new piece. So how do they use that product in their home. And then you also have to have pricing information that's easy to understand and it guides them right to where you want to sell. Just like any other piece. So, the tricky thing for shopping carts is how are you driving traffic to your cart or to your shopping gallery. You're gonna have to place ads, probably, online. You're gonna have to get your name out to your consumers somewhere. Maybe somebody will do a news piece about the latest collection of images that you created. Maybe that will get broadcast out into the world. Maybe there's a magazine article written about you in some kind of photography magazine or an art magazine or something like that. You're gonna have to have press. You're gonna have to have media. You're going to have to have ads. You're gonna have all kinds of things that drive you to those images. Then you have to have a process, just like the sales process, that leads them to buy at your target sale. Buyers like to buy in the middle. If they have three choices, they'll always choose the middle. If they have five choices they always choose the middle. If they have four choices, they waffle between the middle two. That's buying psychology, that's how it works. And then you have to come up with an incentive to buy now. What is it that's important to make them click that button and enter their credit card information?
When starting a new business, you will make hundreds of decisions, and many of those can be costly and affect the future of your business. Most photographers have little direction available on how to take these critical first steps to set themselves up for success.
Kathy Holcombe and her husband Peter have built multiple photography businesses over the last 15 years. Kathy will share what they have learned so that you won’t waste time, money and resources trying to find the perfect formula.
You will learn how to:
- Define your brand
- Set up social media channels and a business website to support the vision of your brand
- Develop an effective strategy for marketing to your ideal client
- Develop a product line and profitable pricing structure
- Develop a sales strategy to maximize your time and sales average
This class is for anyone who is standing at a crossroads, wanting to start a photography business, but not sure exactly how to go about it. You’ll not only learn how to get you started but also how to turn a profit through your photography in your very first year of business. Skip years of trial and error and invest your precious startup dollars in strategies, tools, and equipment that will immediately start making you money.