Lessons

Lesson Info

Mission Statement and Target Client Review

create your mission statement is what we did next. I can't even tell you the number of people who wrote in and said Your mission statement is perfect. It's exactly what we wanted. So we're going to use it for our business. Uh, just No, you can't do that. That's not cool. You know, it isn't copying as much as it is going and taking my frequently asked questions and putting it on your website. It's not that kind of copying, but yeah, mine might be perfect for you, but it's not you. You need to do yours yourself. So for those of you who sent it in and said yours is perfect, we're just gonna use yours. Ah, highly recommend that you revisit it and make up your own. So, for example, here's mine here. And these are the questions that I asked you to answer. What does your business do? How do you do what you do better than anyone else in your market? Who are you doing business for? How are you providing value to your clients and then taking all of those things together and writing your mission ...

statement and mine is. And I quote Susan's tripling photography is dedicated to creating timeless, exceptional images to a discerning clientele. We promise extraordinary image making an unparalleled customer service very simple. You can't have it. Please write your own. Do not just take this and then go to the saurus dot com and find a different word to say discerning right, like you really need to put thought into doing this yourself. This didn't take me five minutes to write. This took me 13 years to write. You know, this is taking me a long time to get it right to where you want it. But people really put the time and effort into writing beautifully crafted mission statements. I provide timeless, gorgeous photographs with excellent customer services for perceptive clientele. That's a great phrase, perceptive clientele that's similar to mine. But it's not the same, and the mission statements can be similar. They just don't You don't want them be carbon coffees of someone else's. So I didn't get many people sending in their mission statements, and that's okay. And I know that a lot of you are still thinking about it. I'm actually glad that everybody didn't rush through a mission statement and send it to me if you're not sure. And if you're still working on it, keep working on it. Then we talked about determining your target client. Okay, This is an example of something that I got from a workshop from a mentorship student talking about their target client. What do they like taking pictures? Displaying pictures they liken? Appreciate. Are they, like, do it yourself. They like crafting, preserving memories and love hosting parties. What are their hobbies? Anything artistic like paper crafting. Where do they eat? They're always looking for that great food spot looking for great places that may not cost a fortune but provide great service. And food is skip down to the very end. What do they do for a living? All walks of life and living salaries ranging from 50,000 to 200,000. This is vague, right? This is your first draft of your target client. This shouldn't be your final draft of your target client saying, what are their hobbies? Anything artistic like paper crafting doesn't give me anything to go for. Are they musicians? Are they actual artists? Are they art enthusiasts? You know, being very vague is a good starting point. but you really need to hone these down a little bit better. And as I've said before, maybe you have two or three different types of target clients. I know I dio and they're very specific. If you've got something like this, you need to work to refine it a little bit more. It might mean that you end up with two target two different types of target clients. And as I said before, my two different to be very, very vague about it, I have the do it yourself clients where I'm the most expensive thing at their wedding because they prioritise photography so fully that they spent a lot of their budget on me. And then I have very high dollar weddings where I cost about as much of the cake right. Like then they're very two different clientele. They're marketed to differently. They're taking care of differently. It's just different. So what this sounds like is it's a vague first attempt, and I, you know, whoever did this, go back and hone it even further. The other thing Target client. They generally like photography or really value it. They tend to be more quiet people, but happy and sweet people. They're not extravagant and how they live. But they seem to work hard and do well financially. I'm not sure about a lot of other personal information again, this is the first step. This is not a final answer. This needs to be honed more thoroughly and more carefully because it's just vague and they tend to be more quiet people. But happy and sweet people. That's just kind of a generic description of nice people, right? Like this needs to be. You need to funnel this down even harder. For example, this person out here it just nailed it, right? The ideal client, how they like to dress, what they like, what sort of things they do champagne taste with your pockets. They appreciate the finer things. They will buy the things they value. They will spend more money on quality. I mean, this is really well thought out, for God sakes, they even did a mood board like this is this is targeting your clientele toe like a 100% perfect degree. This is the difference between the difference between this and this. This is your first draft. This is your final thing, right? So if you're looking at your target client and you're realizing that it's kind of vague Oh, they shop at Target Well, why do they shop at Target? Do you know what I mean? Like, is it all they could afford? Is it because they really like it? Is it because you know what I mean? Like, you need to know more. So here we go had another target clients in 10. They like photographs and weddings and chocolate. Preferably, they will have things in common with me. It is easier to connect with people when you have things in common with them, so they would like animals writing music and photography. It would really help if they like photography. If they value photography, it's much easier to get them to pay you what you're worth. They can eat anywhere. I don't really mind. I would connect better with people with multiple food intolerances. I have this and it's hard work. I don't mind what they do for a living, preferably not another photographer. That would be stressful. Maybe a vet like me, but their job doesn't really matter to me as long as they value photography. I didn't listen it's important that your clients value photography. That's a given. This is not a target client. This is a desire for making new friends, right? Like I can't. Your target client might not be you, right? Like, yeah, it would be great to work for people that are like you that you get along with that You have a lot of things in common with. And every once in a while I stay out of the 45 winnings I have this year, six or seven of my clients I would totally party with in real life, right? We shot similarly, we like the same thing. We watched the weird same TV shows. We get along really well. We've got, you know, quirky husbands. You know what I mean? Like what? We really hit it off. If I met them in real life, we would be friends. The rest of my clients are just clients along just fine. But this thing in here, it's easier to connect with people when you have things in common with them. Not know, because I'm a business owner and I'm here to do a job for you. I have to find a way to connect with you, right? And I don't care what it is. It's my job to find a connection, even if we have nothing in common whatsoever. Right? And if I'm out there and I'm you know, I 10 years ago, the clients I was targeting to sell my wedding photography to that was not me. I couldn't have afforded myself. Now I would. I am my own my tar. Am I my own target client right now? Kind of. It's gets getting closer, But you have to be very careful that if you think that you want to work with people like you, can those people like you actually afford your services? So I think this is This is a good start, but it needs to be developed even more for even further. I think my perfect client would be someone who is close to my age range. I feel that if I have a way to relate to my clients in some way, I can connect with them because I've shared in the same things they're going through. If there are around my age plus minus 10 to 12 years, they have hobbies, playing sports, going to coffee shops, surfing the Web, eat at home or local diners again? Would it be easier to connect with people who are just like you? Yes, but you also have to understand that people just like you might not be your target client. They might not be able to afford you. They might not value photography right like it's it's the same issue as the current slide before. Yes, it would be easier to relate to someone if you have a lot in common. But just because you have a lot in common does not mean that they're your target client. My ideal client is someone who's around 30 years old, good looking, a bit old fashioned, who likes to play an instrument or read books? Is hobbies someone a good taste in general, who could afford to eat a cozy but refined place, someone who listens to jazz music while tasting a glass of red wine? Someone who goes to the cinema and watch is Wes Anderson's latest movie, someone who, for their wedding invites just the family members, their closest friends, someone who makes and sells handmade things a musician, a creative person who can make a living out of his own creativity. This is getting closer. Can you see this is starting to narrow it down a little bit more. So the things that I'm getting aside from that mood board that just blew everything else out of the water, mostly there too vague. And mostly they're just guesses. OK, well, I think this or I think that there needs to be more research that goes into it. And you need to come to your answers by analyzing data points, not just saying. Well, it would be nice if that helps. Any questions So far? Yes, We got a good question. So let's see, um, this is from D. Jones imagery. And these questions we're gonna cover kind of all the stuff big. Yes. Since we go way into the realm of ways really kind of homework yet so, yeah. So, um, question on competition, I'm new to the game show. I size up my competitors based on prices or style or where I hope to be well where you are now, right? Like, yes. It's important to know, as you move into the next bracket who your competitors are, but you need to be where you are now. and it is both style and price. It's both for sure. Great. So, um, here's from wonderful idea what happens when you raised your rates a little too high but already booked weddings? At that rate, I'm worried if I drop my rates that those clients that book for more money, we'll see that we'll see that and want to discount. How would they know what you're charging now? Do you know what I mean? Like unless you publicize it to everybody. When I put my prices, I put my prices up close to six grand to a start. Price and somebody booked it and the nobody else booked it. So I put about $5500 that $6000 person that we'll never know, like there's no way that they would find out. So unless you put your stuff on the Web and you put it out there for everybody to see, there's no reason why they would ever find out terrific. And if you did put it on the Web and somebody came back and inquired, you know there's a bunch of different things you can say. You know, jurors was a prime Saturday. Thieves or did you know you can have a reason for it. I see the concern, but more often than not, they're just not going to know. You know, most people have no idea when I think her with my prices cool. We talked about this earlier, but Nero would like to some sort of personal advice. Um, we understand that you do not want to pay vendors for referrals in her market. If you don't pay wedding planners a commission, you do not get referrals. They require a 10% commission. Any advice? I think that's disgusting. I mean, honestly, I think that's vile. And I think the wedding coordinators should be ashamed of themselves. That's extortion, right? Like that's just gross and wrong and tacky and terrible. That said, you can totally find a way to get around it. Um, my favorite passive aggressive move for something like that is I completely understand that you require 10% commission due to the way accounting works, and I have to a line item everything out. When the clients have booked me, I will add that 10% commission on as a line in their invoice. And when they pay me that I'd be glad to pay that to you. Then they almost always backpedal. Well, no, no, no, no. You don't need Teoh. You need to tell the clients that I'm like, Were you suggesting that I just take 10% out of my own pocket and give it to you? Because I'm fine giving you 10%. But I do need to collect that from my clients first. You know, it's kind of a passive aggressive way to play there to play their game, but it's tacky, and it will mess with your like it's just gonna mess with your taxes and it's gonna mess with your accounting and you're taking that money in his income and you're paying income tax on it. But then you're paying it out to them like that's not. That's not fair. And if you won't pay to play and you can convince the other photographers in your area to not pay to play, the coordinators gonna have no one to play with. Like, for example, though, that horrible company Hawthorne Press came to Philadelphia a while ago and that Hawthorne presses that company that goes to venues and says we'll make a brochure for your venue and it's gonna be great. You need to get your preferred photographers to take out an ad in this brochure to pay for the brochure and then you'll have a brochure to give People and all of the all of the vendors in Philadelphia banded together and said, We're not interested and there is nothing you can dio that is that is a sword that I am very willing to die on. I'm not giving you my money just for giving a client my name. But if that's how we have to play that my clients are gonna pay that 10% I'm gonna make my money and put a line item in it that says 10% Coordinator Commission and put it in there when the client says, Whoa, wait a minute, What's this 10% coordinator commission, you say? Well, you know, the coordinator that referred you to me requires me to collect that for them and give it to them. So you know, it's added on here and you're like, I mean, but I'm doing what you want. What do you mean? I'm not? You told me to do it. I'm doing it. I'm just they don't want. They don't want clients to know that, you know. So if you're just like, Oh, but you said I had to collect it, and so I'm collecting it. What do you mean, Am I doing it wrong? You're being a passive aggressive jerk. I love that. My whole life is about being a passive aggressive jerk just getting, But, I mean, that's one way to get around it by being like, Listen, I'm playing your game. What, You don't like how I'm playing it? I love it. So yes, just wondering. Like, um, like one of the persons things that they said earlier is is the average that people charge was to 2000 to 2500 year wedding and that they were gonna be charging about 14 50 or something like that. Now, where's the issue with undercutting and stuff like that? Like, is it just experienced? Read that. You know, if they have done their math and that is a profitable amount to them, and that's what they want to charge for that that's fine for me. Undercutting is somebody coming to me in my price is $2500 are also looking at another photographer who's $2500 me saying, Well, I'll do exactly what that guy does for $2200. That's undercutting. Being cheaper is just being cheaper. Okay, are less expensive. If that makes sense from Michelle, Um, what if you grow? What if you're still growing business? Sorry, What if you are still growing your business? So your clientele is not yet very specific. I feel that as my brand grows, I will find my way into my clientele in a stronger sense than what I have now. Or is this just in excuse? Michelle does make an excuse. No. And I You know when you will when you only have a small client base, you're not going to have a cluster of data points the way someone will who has years of experience behind them. I would rather you start slow and find your way, then pigeonholed yourself into a target client. That is wrong for you. So I think that what she's doing is perfectly right. She's not making excuses at all. Perfect. I think we're gonna roll. Good. All right, so now we're getting into the part. We're really nobody has cottoned to the homework yet, but we're going to get through it, riding your brand and your marketing message, right? Your vision statement, your mission statement, your brand essence and your brand positioning. And for those of you who aren't sure still what I'm talking about about these there's a great description in the workbook that you've been working through for it. But we have had several people who have sent in really lovely brand and marketing messages. I put one up here, if you would like to read it, working their way through vision statement, mission statement, brand essence and brand position if you're not there yet, if you haven't done this yet, don't worry, you'll get there. It's fine. I would rather you have not turned it in now, then turned it in and done it too fast, right? And then some people have written in their weaknesses, you know, their strengths and their weaknesses. I believe that one of my weaknesses is not snowing. Slowing down are being intimidated to step in and taking the time to really nurture and message the emotion off the present moment to get that shot right? Some people aren't there yet, but they're thinking their way through it, which is great. Some people have done it, and again these air just more and more examples of you know, Ana H G Photography is committed to delivering a product made with care, excellent images that make clients feel thrilled when they see them. Clients who value the importance of memories through high quality and natural photographs were also committed to our clients so that they feel comfortable in satisfied with the work done in the product delivered perfect. If you're not there yet, you'll get there. Yet another one I conceived developed cloud photography with the idea of blending artistic flair together with wedding and portrait photography. My approach is fresh and tasteful. My purpose is to capture authentic, intimate moments and tell beautiful stories. Fantastic, right. Severing photography provides gorgeous photographs with excellent customer services for perceptive clientele. Great suffering photography is for perceptive brides and grooms that love gorgeous photographs and excellent customer service. You will receive fine art photograph of your own wedding perfect. The people who have turned them in have really put the time and effort into crafting it perfectly, and the people that didn't wrote in and said, I'm not there yet and if you're not there yet, you'll get there. You'll get there. You bought the course. You have the course. Maybe you'll be there in a week. Maybe you'll be there in a year. But all the work is here for you to do when you're ready or redo it when you take it to the next level. Yes, Can you about one side, please? No. Yes, So I do. I do branding, you know, with my direction, business and what I loved about what that person wrote the last one. It was all just very simple and clear and clean. Don't over complicated. Yes, and that's why I talk about in the book is beware of buzzwords and trendy statements saying too much You want these to be a short and simple and powerful is possible and the thes air beautifully done if you're not there yet. Like I said, guys chill. You'll get there. Seriously, you if you're still on number one, naming your business number 22 is still gonna be here when you get there. So basically nobody did any of the marketing homework, which was kind of funny but I just want to hit on it again. You know, free marketing strategies, things I want you to consider if you're going through it your blog's submissions, your magazine submissions, other vendors, Facebook pages and your own blawg and Facebook page. There is work for you to dio in the workbook about these. When you get to there, you know is paid advertising worth it. Sometimes you won't know until you've been in business for a while. And you tried these things. Somebody said I would personally rather give the vendors digital files rather than albums or prints to use as they wish. I'm not sure whether this is a bad idea, but it doesn't cost me extra, and they still get something. Sending them an album would be pricey. Unless, of course, I used a lower end album, but it would still be an additional cost. Yes and no. I always give all of the vendors digital files, but you know, every once in a while you need to step up and spend some money. And if you're not there yet, there are a lot of people in this mentorship who are very new and very green and that's fine. You might not have found your way with this yet, but eventually you will high end marketing. Nobody really tackled that one yet. Marketing with social media. Nobody's really tackled that one yet. But when you are ready to talk about marketing with social media, read the workbook. Go back to the day one video that we did. I did a full 90 minutes section on marketing with social media full of really helpful things to help you get started presenting your pricing. Almost no one sent me the price list. But if you are working on putting together your priceless and I understand that most of you aren't there yet, right, you're still working on whether you're gonna be profitable. You're still putting together your packages. You can't have a price list without packages to put in them. So when you are ready, design a glow. A designer glowed dot com. They have wonderful templates for putting your pricing together and sending it out to clients. You can work with the designer to design a price list for you, keep it clear and clean and concise, and I highly suggest putting some images on your priceless somewhere to just continue to put your work in front of potential clients. Nobody's tracking their enquiries yet, Which is okay, maybe you're not there yet, But when you are and you start tracking your enquiries, you need to know where they're coming from. You need to know who's referring. You are all of your referrals coming from online sources? What social media marketing is working, you know? What are you doing out there on Facebook and Twitter and Instagram? That is helping and isn't helping. And the goal is to learn where your biggest sources of referrals are coming from. A couple of people have already sort of explored negotiating rates, not as much. But the main thing that you want to think about when you're talking about negotiating rates is what are you comfortable with in terms of negotiation for me, I'm not going to reduce the base price of the lowest collection. I'm not going out for less than X amount of dollars. I'm just not I don't care what date it is. That's the minimum that I need to make to make my day profitable. But I might discount over time, maybe a buy one, get one free extra. Our offer. A few more images in the album. You know, it little things here and there. But I'm not reducing that base price. But for me, it largely depends on the time of year and the date of the wedding. You know, I'm not gonna do buy one. Get one free overtime for Memorial Day Saturday. Like you can just forget it. You're lucky I'm not charging you a premium. Buy one, get one free overtime on New Year's Eve. No way, buddy. Full price. Everything. The end now. Ah, Sunday in January. You need an extra two hours. Go for it. It's not like people are gonna be beating down the door to get to me on that day. So we're about to start very heavily into shooting questions. Anything about business. Anything about marketing anything about anything we've talked about so far before we move onwards. Sure, this is from D Jones imagery. I'm a new wedding photographer to weddings before the end of the year. And gnome or in sight, all in caps. Do you recommend that the income I bring in from the two last weddings be placed toward advertising and marketing? The business as opposed to withdrawing money as as as a sale, uh, assume that I don't need personal money. If you don't need personal money, I would put it back in towards advertising the business, for sure. But if you need personal money, you need to pay your bills first, for sure. And what photography group memberships are worth having? WPP I p. P. A. And why can you just do hit a couple of good ones that you may be a for sure, because it with it it comes from errors and omissions insurance, which is very helpful if you just go to. If you go to the people, a website and click on membership, it lists out all of the reasons you know, for me, it's the free legal help if I ever need it is worth the 23 95 a month WPP. I is great, but for me it's mainly about competitions with WPP. I okay, and Leslie Forte is asking about shoot. Q. That's really something you covered quite extensively in your 30 day extensively. Yeah, what was what was the question about? It's pretty wanted to know your your workflow. It's a it's a really big question. I just wanted to give her a shout out that you cover it so well in your 30 day. There's a whole day on that. You know it when we're talking about workflow in general. That's what month three is for here is you might touch on a little shoe queuing in month three. I definitely hope, though. Perfect. Alright, then, um, determining who you're losing clients to. How do you tactfully, like, find that out without being like, Hey, who you hired? Did you do you just trail past a video higher? OK, you know, if it's I don't do this for every single wedding, like our every single inquiry. But if it's an inquiry that looked good and they went somewhere else, I say, you know, um, it's usually after they told me they hired someone else. I'm like, I completely understand. You know, I'm glad that you really found somebody who fit your needs just for my own customer service and for my ability to serve future clients. I would love to know who you hired, and if you don't want to tell me who you hired what influenced your decision to go in a different direction. If you if you don't have the time or you're not inclined to. I totally understand. But if you could offer up any help, it would certainly help me help future clients. I say I've got about a 50% rate. That's what's gonna ask me. OK? Yeah, every client. How did you hear about me? Always. It's one of the line items on my inquiry, um, form. And if they call, I always ask how they heard about me. That's incredibly important information, huge.