You and Your Market
So I think one of the things that I wanted to get back to a little bit is way saw piece of how a logo is developed, but we didn't it's not done in a vacuum and the serum mentioned beth how did some conversations and had seen some things from the trotman's first? And so there are some other things that we need to think about and consider when we're developing an identity when we're developing a brand okay? And that first thing that I think we all need to look at is what the competitive landscape is in our market, okay? And so what we mean by that is not oh, they're cheaper than I am or other more expensive than I am what we mean by that is looking at your competitors and seeing how the rest of your potential target audience feels about them and how they perceive them. In addition, how they perceive you so are are your competitors perceived as the high end photographer? Are they perceived as the place that you go for pet photography, but not if you have kids are they perceived as the pla...
ce that you're going to go if you want to spend a lot of time, but if you just need something quick, cheap, you're not going to go there so one of the exercises that we have you go through in the twenty one days of branding you guys, all I'll start to dig into this is really looking at who your competitors are and thinking hard about who your client, who your potential clients are that you really want to be working with that are going to somebody else. And why? Why were they going to somebody else? What is it about your competitors that they're seeing it's probably not just price you guys, I mean, we all that's the easy answer that the easy out we all like other, they're not choosing me because I'm too expensive or other nut, but it's probably something else. So digging into your competitors is really important when you're looking at how you're going to put your your your brand together in your identity together. So I am a big believer that we succeed or fail based on what we d'oh okay, you rarely hear us talk about competitors, and in my market, I rarely pay attention to what they're doing there's new ones every day, coming in and coming out. But there is one time when you do need to pay attention to your competition, and that is when you're building your brand. When we get to pricing, when we get to your product mix, when we get to your promotional plan, we're not gonna worry about your competition, because for the most part, they're not doing it right. So if you're copying them, you're probably copying, you know, it's, like in class, you're going to cheat off somebody cheat on the smart kid, so you don't know who you don't know anything about their business, you don't know if they know what they're doing or if they're profitable, so I just I've seen it over and over again. You will succeed or fail based on you, knowing how to build a brand and understanding your numbers in your marketing mix in your promotion, having a sales plan and your your biggest competitors could succeed with you, and you both succeed or you could both fail, but they're not going to put you out of business. And I really I really dislike all the fear in our industry of this so many competitors out there, they're all doing it for less. So when you saw me, somebody you know what? It doesn't matter for the most part, okay? So let's, get all those voices in our head telling us. Oh, but there's more people out there doing it cheaper. When you figure out this whole system that we're teaching you, you will succeed. If you implement these things and you go through these steps you guys will succeed, they may succeed to they may fail, has nothing to do with you. So when you're building your brand, especially you guys out there in the world who are just starting that you're just starting and you're, you're kind of finding that balance of ok, what makes me different and what makes can be different from everyone else and how are they all positioned? So when we look at positioning and all throughout one of my favorite books and at the joint marketing dot com, you can find a list of my favorite books I'm a big reader on, and this is an older books that some of the examples in it are are very dated. But it's, my favorite book, it's by al reese and jack trout called positioning the battle for your mind and it's, we're not fighting the battle to tell people who we are and what we dio you guys have like that, but I think trump, the whole thing that they teach is we're positioning our product in the mind of the consumer. Okay, so what do we know between coke and pepsi? They're coal is but what's the difference between them? What has we know? Sweeter okay, pepsi sweeter than country that's how we judge what we want to drink this one sweeter than this one we can't just say that all coal is there the same or that we want a cola we want a sweeter cola we want a dryer cola we want so it's all relative relative scale so when consumers are making the decision about what photographer, what do they think of? And one of the things you can do that we talk about is in this twenty one days a little exercise that will throw out that you guys can all dio is go to the mall or have someone go to the mall and stop all the mom's passing strollers and just say, hey, I'm new to town, I have kids I want to photograph do you know photographers in town and you will start asking people and you'll start hearing over and over oh this one's really creative but expensive and this one's really cheap and you get a lot of stuff not the greatest but you get a ton for your money you can ask, send a high school kid and pay him for two hours to stop one hundred people hundred teenagers and say senior pictures, where do you go? You started going to the swimming pool in the summer or the places where the teenagers were hanging out and just start conversations where do you guys go what's who's cool and you'll start finding out what's in the mind of the consumer because you think you're this, but if no one has that perception of you, it doesn't matter if you're this that's exactly right way all know that what we think of ourselves doesn't really matter. It's what our potential clients who we want to buy from us think about us, that's what's the most important. So when we're creating a brand, we have to figure out where those openings are and you've probably seen a perceptual map before, where it's like a cross bar and you have quadrants, ei chi quality, low quality, high price, low price, and you could do it with any product like beer. You've got high end beer, mick lobe, you've got foreign and you've got domestic, but if you're saying, um, you know you're, you're more expensive, better beers, and then you've got your affordable price, but good beers like your bud light miller lite, and then you've got the lower price, lower quality like your keystone in your but they all have a natural light had added like, yeah, I'll just have water. Pike county beer where yeah, aaron, my husband or from six? Yeah, but it doesn't mean one's, good or bad there's a tone of people. College kids cannot get through life without natty light right? There's an audience there's people that love bud light if given a choice of any beer they're going to pick my life or they're going to pick miller lite or they're gonna pick niccolo where they're going to pick and sell white or coors light so they all fit on this map somewhere when you see products that get in trouble they don't have a position they don't own anything there in the middle they're voting around in the middle that you really don't want to be you don't want to be well yeah I mean honestly you don't want to be in that middle place so you want to be either over here in the top quadrant you know or you want to be in the lower quadrant you know but you know on either ends of the spectrum you're fine but what we see happen with so many businesses and this is when they fail I mean honestly this is when they fail when they're trying to be everything to everyone and they're not owning a position in the market so they're not owning either I am the high end photographer or I am the place where you go for the highest quality or I am the place where you go like that the person said earlier that she wants to help the people that don't have the money tio have an expensive wedding photographer great oh position that's why I said pick a pony in rocket because that's the position you need to own a position in the mind of your customers because if someone comes to you and says, hey, what do you think of traveling photography? I don't really know I did some stuff for me before they did the decorating her photography, you know? But I don't really know what they do that is the kiss of death in your business if no one can come up with anything definitive to say about you then that's you know, again you're better off for them saying they're really expensive and I can't afford them get better offer somebody saying that because then the bells and whistles are going to go off for the right people ago well, I want something exclusive that's why I want to go teo, I want something that not everyone else you can have, so you want to own a position and and this is something to that I think the online audience will really appreciate it and connect with a lot of confusion I think happens with people who are like, but I do a lot of things you know a good senior for talk from a good baby photographer said they're like, I'm going to do a newsletter brochure and I'm gonna put pictures of my new babies and my teenagers and my weddings in my pet it's in my boudoir and everything all in one and I'm going to send it out and what you find and what we believe and what we teach and what we practice is if you want to expand your business and grow your business you do that by contracting and specializing and being great at something and my business experience that I loved kids and babies and I wanted to do kids and babies and I told you this morning I did that promotional piece that folded out big fancy put my whole budget into it and I mailed it t new moms and this one day this guy called and he said you're so awesome I got this mailing right saw this mailing somewhere you're so awesome when you come and photograph my horse and I was like what makes you think by looking to this piece of all these baby babies in the studio that I do horses but again his perception was that I was great at something so it's like you go you have a knee injury do you go to the general doctor or you go to the knee specialist the new specialist is better than the specialists cost more than the specialist is what you need in is the person that's going to take care of you so how do we handle this in a business where we have several target markets well we will talk about numbers tomorrow understanding your numbers and figuring out your budget but you can reach out to these different target markets and make them feel like you specialize in that segment. So when I mail something to my kid family target audience, it doesn't have seniors it doesn't have weddings we don't do weddings now, but it doesn't have all this other stuff because I want those new moms to know that I'm the photographer to come to for new baby stuff and when we met market high school seniors, it is all about them because here's the senior and here's the world revolving around them they don't care that you do babies or that you do pets and the new bride you're newly engaged I remember that do you? You'd walk right there who this could be a bridesmaid's dress color and you having conversations with people who this carpet could be at a reception holik that's all you're focused on and when you're first pregnant you're talking about everything about the baby's room and you're looking for the photographer that speaks that language. Okay, so do you want to talk a little bit about you know are you do you feel like you want to talk more about that perceptual map? I mean his target market they all kind of go together, you can own a position in the new moms minds you can own a position in the high school seniors minds and you can own a position and all these different places, so you, khun, specialize in more than one thing, but if you're out there setting this message that you do everything, you're going to be perceived as a generalist, and you're going to be perceived as more of a commodity and worth less that's, exactly right that's exactly right? So I think, you know, for you guys in the audience that have twenty one days of training exercise on day seven, we talk about defining your target audience, and and as you're saying, sarah did all does go together, and as we're looking at these logos that that beth presented to the trotman's, you know, one of the main things that the trapped man's have to keep in mind when choosing a logo is who they want to be attracted to their business. So it's not just about what they like but it's about who their ideal classic customer is. And what will that ideal customer like? Because some of these could be perceived differently by a high school senior, it could be perceived as dated, or it could be perceived as too fancy, or it could be perceived as you know, so you really have to look at who is my ideal client and get very clear on that who is that person if they walked in the door? You would work all night all weekend, no matter what you know, to do whatever for them because they are your ideal client and you know that you would love photographing their family or photographing them or photographing the horse I mean, maybe you do what photographing horses, but you have to get really clear on who your ideal client is and who you're going to do your best work for because when we're excited about who were working with that's who we're going to do our best work with. So I think that that's a place where we all need to stop and slow down a little bit and think about what that target audiences and what they think about when they see your logo because again, like I said, we started this your logo when you create your logo or you re brand it's not done in a vacuum, you have to think about all these other pieces it's not just about you and what you like. Sure, you have to like it, but it also has to appeal to who that ideal client is in that target and you know, it helps us is to pick a client that we already have who loves us, who gushes on us, who gets us, who appreciates what's special about us and everything we create we think about that client and we think what would she think about this and we go way giggling go, she would love that then we know we're on the right direction. We're not just thinking of every new mom out there what's every new mom out there are going to think we want a tickle in delight and thrill this one client who loves us because we know if we thrill the perfect client more like her will come it's back to that dog whistle we're creating a dog whistle and everything we dio we don't care that all the zebras come from the lions and the kitty cats like we want the dogs who love what we dio and there are clients who will love what we do and I think that's a hard lesson for newer photographers. I know I don't know if any of you guys can speak on that, but don't you hate that when you have a client on the phone and you know they're not right, but you're have that conversation in your head of oh, but I could take home and its money and I know I don't go out to barnes and shoot horses, but you know, I'm a little slow right now or whatever you guys have all done that right? And I think that it's good to know that we don't have to be we don't have to take those clients and I mean it's nice is your business matures because you can be selective if you're busy and you just don't want to do something like that a group of fifty people called us and we just thought not our thing that's not our favorites nice people to say you know we don't really do that but if it's something a smaller group and we have the time and we want to do it and we want the revenue that month we'll do it but we don't show it anywhere okay so when we figure out our ideal target market in our client we want to photograph those babies like you talked about the dad and the baby so maybe you end up shooting something that's not typical opposed family because they come in and they're like we really want it you're not going to show it anywhere because that's not what you want to do that's not what you do did you do it yes but that's ok that we have to stay clear on thrilling that one client that you know loves what you d'oh so I think the main thing I again I keep referring back to all the questions we always hear but we hear the question often of where do I even find this high end clients where are they or this ideal client where are they? What are they doing? And sara talked about the perfect exercise is don't think about this ideal client as this generic person with no face and there's thousands of them running around think about this ideal client as like somebody that you'd want to hang out with a person, one person, what does she do in the morning when her alarm clock goes off? You know, what time does she get up? Does she read the newspaper? Does she listened to the radio? What is her morning like? Does she go to work, or is she a stay at home mom? Does she need to take the kids to school? Whether the challenges that she goes through, what gets her excited every day? What would be her favorite thing that she could possibly get for her birthday? You see, we're starting to bring this person to life. This person isn't just a dollar sign or a check that they're writing out to you for, for your photography, there's somebody that now you understand and you're starting to understand their motivations and your understanding, what? What gets them excited and what they're going to love. And now you can you now you can appeal to them with your products, with how you talk to them with the experience that you delivered it in, but if you don't have this clear in your mind of who this person is and what she looks like and you guys are all visual people, you're creatives get clear on who this person is and get crystal clear on that and that's what again what this exercise will help dio and with clients the one thing I will say is people are is like looking for the wealthy client or you know, people with money but I don't look at my clients that way at all because some of my favorite clients if you look at you know everyone just was holding up what their income is or how much they're worth or whatever they would even rank high up there but they love in value photography and those are the people that everything we do we want to attract those people that love what we do and sometimes people that come in driving the fancy car and having fancy jobs and carrie and fancy expensive things they could care less about photography and those air the smaller order so for me and everything to that we're talking about in these three days is about finding the right clients not the wealthy clients the right clients who value what you d'oh excellent well that's just said we wantto move onto critiquing our audience and slogans let's do but really quick before we jump to that did you guys you audience? We didn't get your feedback on these six and kind of kept him out here did you guys gravitate? I know everyone online is voting at home but did you guys have feelings strong? One way or another. Did you gravitate toward anything or dislike anything way left about the tp? Yeah, we were like that one. Um, for me personally, I gravitated to like the circle with the arrow or the one that kind of reminded of everybody of the car. Yeah, those two, really? I like the circle, I think is a huge part of it. And I like the roughness of it. Okay, for guys. I liked the number one there. I just I enjoyed the typography. Okay, um I also like the hand written portion. I really gravitated towards that. When I kept going back to that as the other ones were being revealed. Awesome for that. But I did, like I like the idea of, like, the tpp or the tea down there, having a separate piece of the logo to be able to pull off. Yeah, to be able to do other things with I like that idea. And that was something that I wanted to steal shamelessly in, because what was your last name? Roland. So is it, matt? Roll into your your studio, roland studios roll issues to be rs, ok, it's different than tmp, yes, ok, yeah, so it is interesting to think through and don't you start to see ok what would my business look like if I have that symbols that could go on things and some people love that idea and some people like no some people love the signature so that's what's so cool is that we all have to create that filter through which we make all of our decisions and that's why aaron and I love teaching this way because if you go to conventions you get ninety minutes of difference because which is great it's a sampler platter but the first one says though this is a way to do it in the second person this is we do another person and you're like all someone just tell me but what's great about this format is you get to hear the why and so you can go you know that's not for me and in the next o but that's that's for me and it helps you make that better decision and I think understanding the why in every part of it the marketing pricing picking your products if you know why it makes it so much easier than overwhelm goes away because it's like ok I now know why I should have packages versus ala carte in my pricing or I now know why how many products I should have and why and so that's exciting for you guys to get to have a little bit of the all these different options and then you bring it back to yourself and you think I love that similar I don't love that simple. So that school that you gravitated toward that so that's that's good to know. And again it just keep it goes back to that target audience. So you were saying, you know oh, I need to offer this many products and why? And you go? Ok, well, if my ideal client is someone who she works all day she's busy she's raising a family of five kids, you know, and her husband travels a lot or whatever it may be she's not gonna want to see fifty different options. She doesn't have time for that. She needs you to make it easy for her. And so, again, just always keeping that in mind even when you're developing your products. And when we get into more of that tomorrow, how you choose that product mix tomorrow afternoon, keeping that in mind. So I think everybody, you know, listening at home. And if you want something to think on tonight, I think that's one of trying toe paint that picture of who that ideal klein is. Yeah, how about you carry any thoughts on the logo's? Yeah, I like to three, and I specifically like the idea of the little points, ok, but diabetes type thing and six, but like that said, I do like the logo t p on the four, just that that could be a stand alone. Don't ask me something that I want for my new identity, okay, you know, like, this whole logo, but then just a little, okay? So having it falls and what I love about that, if you do go that way, if you have this design element to put all these cool places and settle, just looked like the water. Hark in the back of the the car's in a soft way. So it it reinforces who you are. I've seen that done really, really cool ways.