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Defining Luxury

Lesson 7 from: The Photographer's Guide to SEO and Online Marketing

Lawrence Chan

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Lesson Info

7. Defining Luxury

Next Lesson: Content Strategy

Lesson Info

Defining Luxury

I just want to do a quick recap on the previous topic and among the audience members oi and betty actually had two really great experiences they're both wedding photographers and it's similar situation happened where a friend of the bride's suggested are offered another friend's services for free and what you do in those situations so you could just you know, ostracised them forever like oh, I hate you because you were going to book me because the bride would tell him that we love your work but you know, x y z's for free so what do you know situations? And instead of just demonizing them you actually should help them so what bay did she actually researched this photographer that was given as a free giveaway and she told the bride you know what? I did some research on this person and she's great you're in good hands and instead of bashing her she became she was able teo support her and this is in the way is still to maintain that relationship and as I mentioned earlier we have five diff...

erent types of audience members target audience is not all of them may purchase, but it doesn't mean that you shouldn't you know the future efforts there those people can still help promote you because in the end you might say, oh, you know what? I didn't hire her but I really wish I had or I didn't hire her and I still don't know whether how it would have been I think it would have been interesting experience and I was so recommend her to all my friends so that's the goal maintain that relationship even though it may not work in your favor so the next topic is photography a social luxury and as I mentioned earlier photography is a luxury in comparison to necessity products such as bread, milk, electricity whether all of that you won't die if you don't get your foot was taken so it's a luxury product but what defines luxury and when I'm saying luxury keeping mine that there are lots of you know wealthy clients who might want considerably less expensive products so when I say luxury I'm speaking strictly on value that's what I mean because everybody's definition of luxury is different to me a one thousand dollar pair of shoes might be very expensive in fact two hundred dollars parachutes to me is very expensive but some people pay eight nine hundred dollars for a christian to be tones you know like nothing and it's the definition look she's completely different among everybody so how do you create this value for every client because you still want to give them a luxurious experience but not necessarily in the same context or in the context that defines their luxury so first idea and it's trite I understand but it's under promise over deliver you probably heard that a thousand times but you have tio it's a very simple but effective concept but it's a little more than that so I walked you want to give you an analogy would I like to call the hourglass effect so think about an hourglass it's shaped like so so the very top is where you have all of this shows social media and word of mouth channels that come in you have twitter, facebook you know search engine and so far they all come in but once they get to the bottleneck that's when it gets really narrow and it's harder for things to go through and then expands out well you're trying to do is you're trying to create that barrier to entry value in order to create value it's basically based on barriers the more berries you have the more valuable becomes I understand it sounds really ridiculous why you would make it so hard to acquire something but in a way it's true the more effort you put towards something the more you appreciate it if you'd given away if you're given something for free you don't necessarily appreciate as much and there is a there is a you know exception to that no given example later but for the most part you wanted other barriers but what barriers am I talking about? There are so many types weaken include pricing is one the biggest barriers the fact the matter is whatever your price for your services are is in their eyes very expensive because you could take out your iphone and take a picture for free, whereas you're charging something nuts that price free so in a way you're creating that barrier, we'll talk about more about barriers, but once you pass the barrier point, once you go beyond that, you have to shower them with love. So that's, how the hourglass effect comes in multiple ways to contact you very hearty acquire you, but once they pass through you over deliver so this is where under promise over deliver part works, but once you over deliver, you also have to give them a label. So as we talked about earlier, when comes to evangelism, you have to have that message it ties everything together. There is a brand by name express for express men I'm not sure of its international, but in america it's a brand that caters to women and men, and they have pants that have different labels. There is a photographer pence there's, also the producer pants, and the label gives it a little bit more value just simply because it defines who wears it is the same as designer collections. You know, these special collections, it adds, value the whole thing we're talking about how to add value or a how to add a luxurious feel and is the same thing as once you have this label it's in a way and halo effect so if I were to say I am a harvard graduate automatically I had the label of harvard automatically I am elevated to whatever harvard status brings it's the same thing as whatever labels you guys give even ifs creative live ever has a label you know like uh c l certification is something the label brings about you so decide whatever label you want to create for your claims that it's finding attribute is next thing you want to deliver this boils back down teo your unique selling proposition what is your usp how are you different from everybody else how is experienced different next you have to deliver on the luxury promise and it really is just service service service there is nothing more to it than phenomenal service and when I say service not only about giving what you promise but over delivering but of course the whole unexpected surprise so remembering anniversaries remembering birthdays remembering that dog like this you know your clients and dogs likes very specific things remember these things the small things it's really the small things that count so try to take note of them if there's a place you know where you have a client list a database right down those fail the next thing you want to do is arbitrate taste in a way you cannot possibly and I know we're all busy as business owners create content for every single day it's impossible it's takes up too much your time so how can you get around it? You curate content you find content that relates to you and then you repurpose it for get off I'm not saying to steal content I'm just saying to reference to it talk about how you know fun things that you find online that reinforces your brand well your entire goal is to speak consistently you have to keep a consistent voice so there's a um george takei for star trek now if you follow him on facebook or twitter he always has a consistent positive vibe he's always pushing the same voice it's not his content he didn't make up those means he found it that but he's picks very specific names that are mentally challenging cognitively chand ing and it's consistent with his voice so find your own content if you cannot produce it so when we talked about barriers earlier it's really in a way exclusivity other ways how you can add various is not only price but also limited availability if you if there is a limited now let me ask you this were you really happy that you got selected for creative life? Okay, you did you know that there are lots of people who applied like well maybe maybe not I don't know to be honest I don't know but I'm assuming that there are a lot but the fact is you forgot selected and that's a very even though it's for I'm assuming is free, right? Okay it's free even though it's free that's why I'm saying it doesn't it's not necessary based on just price the limited availability of these spots made these seats very valuable, so limited availability if you're almost always booked up, then it's okay to let other people know that you only have so many spots left. Obviously if you're not booked up and don't say all of next month's and the fourth five months after our open you know, don't say that if you are almost booked, then put up a calendar it actually adds scarcity scarcity adds value it's all about the lower the harder level of attain ability, so if you had to sum it up it's really about easily assessable but not easily attainable harder italian ability means you have more value, more worth thus more luxurious afield. But the only trick about this for the easily accessible means that you have to have high awareness when I say hi awareness, I'm talking about presence. So think about a ferrari a ferrari is on ly ferrari because everybody knows what ferrari is if if no one knew if ferrari was it's a cool car it's a conceptual car drives up, you look that's pretty neat and you walk on but when you see a ferrari, people start taking photos in front of it. The reason why is because a lot of people know it and the person who owns it feels very special, it's the difference between the ones who have and the ones who don't have haven't have nots, the person who has it feels special because everyone recognizes it because if no one recognizes the car what's the point, you want to have the high accessibility, same thing with the whole ipad, you know, for early and, you know, early adopters when ipad came out, these went out there and galit lined up for two hours, include myself and got it, and once you have it, you can walk around really proudly because anyone who walks you know near you and see you, they're always clock and looks in my eyes and I look at it and then I get to play. But I pretend I don't know this that you don't notice me, but I know that you do know that's me, that's the whole point, if they're no one knew what it was there's no value, so make sure you're always out there.

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Ratings and Reviews


Lawrence has done a great job in trying to simplify SEO and marketing in such a short course. He's obviously a clever and well clued up guy, and he comes across well if a little nervous and bumbling at times. The course itself felt quite fragmented over the first day. At times I almost felt like we were going through a business studies book, but in a disjointed way not knowing what direction we'd go next. Having said that the course is worth watching as there are a few nuggets of gold in there and it's a great general overview of both marketing and SEO which is an incredibly deep topic. There were a few questionable area for me over both days, but I've studied SEO reasonably well, for example he told a viewer to keep her old site and not move to a new domain as she'd lose all page rank. In actual fact the lady could quite easily move from one domain to another, and using a 301 permanent redirect she could transfer between 90-99% of her old pages link juice (ranking power). I understand going through deeper areas like this might have put fear in some people, but I think a few areas could have been better presented or explained. Would I recommend this course, yes I would. Although I saw faults in it, the amount of information on offer is pretty extensive and will help most photographers who run their own websites. SEO can go so much further than has been explained here, but for most small businesses this will be a great starting block to getting your business out there and ranking higher than you ever did before! Note to all: Anyone using wordpress please make sure you get it hosted on a decent host. After hosting my wordpress site on bluehost, and getting incredibly slow load times, I researched extensively to find out that the host plays a really important part in this area and going cheap isn't a great option. If your pages load slow you run the risk of losing a lot of potential customers and hits, so do yourself a favour and pay a little more for a decent host.

a Creativelive Student

I have been looking for a course like this to learn more about Online Marketing and SEO and randomly came across this course playing live. I usually decide within the first 5 minutes whether I want to continue learning, and Lawrence Chan definitely had me hooked. I wanted to continue watching his engaging presentation and listen to what he had to say. His quirky and nervous disposition was handled well as he broke into a smile or laughter from time to time, which made him funny yet relatable. Like everyone else, I was impressed by his thorough knowledge of Online Marketing and liked the examples he gave as he progressed with the course. Hopefully Lawrence Chan can be featured in Creative Live again!

Corrie W

Brilliant ! Great content, well organized, practicable, understandable. I felt like I had a good handle on SEO and really thought I’d be getting a refresher. I am amazed at the new things I learned. Great resource that I’ll go back to often. Well done!

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