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The Audio Element That Helps Hybrid Sell

Lesson 8 from: Shooting and Selling Hybrid Photography

Will Crockett

The Audio Element That Helps Hybrid Sell

Lesson 8 from: Shooting and Selling Hybrid Photography

Will Crockett

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Lesson Info

8. The Audio Element That Helps Hybrid Sell

Lesson Info

The Audio Element That Helps Hybrid Sell

we need to have a conversation about what's probably the most difficult part about hybrid photography and scariest and scariest. I didn't know this was gonna be that difficult. As I look back on my photographic career, we moved from film to digital and then digital to hybrid. Along the way, we changed equipment over and over and over again. But nowhere in that point did. Did audio really matter? Because when we started shooting photos, for instance, with digital cameras, that audio part really had nothing to do with the first time. In fact, I remember every using audio functions on a camera where some of the earlier Nikon cameras would allow us to record notes. A note. Yeah, so they used to be a little microphone button on the barrier that if you would shoot a picture and you wanted to put it in old Oh, no, where you took it or who was in it, You could actually press the button and it would put a note on there. That's kind of cool on editor's note. Yeah, but other than that, it just di...

dn't matter. Microphones would appear on camera is about, you know, terrible. No, it's It's scary stuff. You don't want to get into its you know, you have to get into it. Yeah, it could be kind of scary. Yeah. And then, you know, a lot of the photographers that helped me learn. Oh, particularly storytelling. Right? When I went to college, I was a portrait major in an industrial and an illustration major. And it was pretty clear that I wanted to take photographs of commercial and advertising projects and products and a lot of people didn't have any interest in shooting, say, factory in tears. That was really intriguing to me. Well, the sound off factory interiors else on the same. That's pretty much it. So there's not a whole lot to it. Well, we're recording any of that. Didn't have anything in my brain until all of a sudden we realized the power of voice. And it happened when, earlier in the program here we showed the talking trading part and those of you that didn't get a chance to see the talking trading card is one of the things that we were asked to produce for the industry. Who is shooting kids? Sports is What's the future? Where else? That Where is all this going? Well, it's the ability to hear. But parents, when the parents here, the kid's voice itself, that's with our photo studio and all the people to come through. One of the biggest game changers is that audio. The photos are great and it works every single time, and you know that what you're trying to do. Ultimately, our job as photographers is to capture a moment toe, bring you back to a certain time. And nothing works better than that little kid's voice when you can have all the pictures you want. But the second you hear that little guy's voice, it's, it'll melt your heart. Yeah, well, it melts mind every time I see my brother on their nose. A big, ugly monster. But it's true. Well, how many times in our studio have you seen when we do the dance on the table shot? How that totally changes everything, would you? By the way, would you explain everybody? What, the dance on the table shot? Yes, absolutely. Kids, I don't dance on your tables at home, However, when you come to our portrait studio in Chicago, that is exactly what you're gonna be doing well. Likes to have the kids hopped up on the table and do a dance will sing with them as you can tell. Dance with them and they have a blast. It really loosens them up. It has some fun, and that's a video point, and the list of little kids will sing. And when you get a little kid a little three year old singing their favorite song, probably only song that they actually know it's the most precious thing to a mom. And if you could tell them, let me let me put that on your phone. Send that to your family. That's a way that has only met the little guy once or twice. That means more than they do here. That little guy sinks. He'll move to see you, to watch him and hear him have a good time. Yeah, that's some of that stuff is stuff that you can't capture all time and just a still image. You do remember sure that we had a couple of weeks ago where we had that little girl named Scott. A little sky, of course. Okay, she came in with a mom, and she was It was not supposed to be a portrait session. I wasn't supposed to be a hybrid portrait session all. It was just gonna be your basic still photo session. So it's a single mom and a cute little daughter. Well, apparently we were warned that the daughter was so here we go. The daughter was was not comfortable in front of a camera. Well, I wasn't quite quite sure. Why, so, of course, the first couple of pictures we got were shots like this. Okay, you could see those. All right, well, she, for whatever reason, kind of warmed up to us. And one of the reasons that we have my dog go with me on set is I have ah, little brown Labrador who just loves kids. And, of course, nobody can melt the heart of a kid faster than a dog can't. Right. Okay, so we end up getting this little kid here to oppose with her mom, and next thing you know, she's up on the table, right? And she gets to go work with her mom and we shoot. Ah, whole Siri's. How many shots you think we shot of a kid? Kid? Mom. Kidding? Mom, in this particular session. Yeah, it wasn't too. Money actually got pretty quick on that one. OK, so we think 50 or 60. All right, explain to folks what happens after we shoot the photo session and the pictures clicked off. They go over where you're going, we're gonna go ahead and do the photo session. He's gonna dance a little bit and shoot the photos. And you say, Louis, are you writing to say, Yeah, I'm gonna click over, pull the files over and kind of talk with Mom and help make some decisions on what she wants to buy if she wants to go print what she's looking for and, ironically enough, funny with this particular session, the video and the sound of her talking, which I'm sure will pull there it is. The sound helps Mom understand the preservation of that little girl. Everybody understands that kind of tradition, and everybody girls up that you get a family portrait and you grow up, you take photos of your kids, and it just becomes kind of more of an instant kind of thing. But moms don't initially understand what it's like to preserve that. So when mom sees this little piece of If we could play that piece of video moms can I can understand what they're really doing. They're just buying pictures. They're keeping a piece of time. They're keeping the look on their little ones face before its You know, the girl up. Yeah. So during during a typical photo session, we're gonna have people. We book 16 minute sessions. So 1 60 minute might just be a business porch where somebody's coming in for a Lincoln picture. Those air easy because their business guys that come on in, we tell them what we're gonna dio. They're not interested in the business portrait. The called the Hybrid portrait. All they want to get in, they get out those usually super quick wits. Right? Then the next hour is Patty's gonna tell us. She says, Okay, look, we have a single mom coming in with the daughter that's uncomfortable being photographed, all right? And our our goal is to get really good pictures, so I'll go back to Louis during this whole portraitist. You know, remember this. We're probably when we're shooting were probably 20 feet away, right? I'm sitting in the one chair. I've got my light here. Cameras here, my persons there. Now, up up in our studio, we have a a 50 inch plasma TV screen. That's that's up on top here. However, the people who are getting their picture taken can't see it because it's blocked by our main light right on purpose, because we want to use that for quality control. I also want to use that for focus for depth of field, for whatever else I'm gonna use. But that's also one of the ways that I can connect Toe Louie and Louie can see what I'm doing when I'm overheat when I'm over this way and he's not really paying attention. All right, so, Louis, sitting this way computer is this way, Mama seated right here. So Louise, going through the process of selling pictures, right? So I'm hearing from Louis that he's happy, right? When Louise happy. He's selling his very good sales person, right? He's selling the pictures. And then I asked him. I said, Hey, Louie, you got a pair of pictures that you think might look good in a pocket portrait. Now Mom doesn't know what a pocket portrait is. No, I typically don't know when they say I'm putting a picture. My pocket. Great. Wallace. Yeah, They don't know what. They don't know what that means. Well, pocket portrait is the next one of the E products that we want to talk about That is completely based. Unsound. The picture of a pocket portrait means very little, so I'm able to get a photograph. What you see on screen here is one of the shots that I picked that I think is beautiful. Now you got remember those of you that are sitting sitting here in the audience there. The contrast on this picture is a little kind of heavy duty, right? It's not. It's a lot softer in real life, but this pocket portrait is one that's automated, automatically edited, which will come back and talk to. But I want you to listen how important the sound is on this. All right, here we go. I love you. Boom. Pocket pocket portrait. All right, Now I'm going to go through that just without without it moving. Okay? Watch This watch is all right. Here's photo one we've already got. Now, Louis has already told me, right? Just because of our conversation that we're having, remember they're not seeing this. Mom doesn't know that it's coming. I'm hearing Louise saying Yep. I got two pictures for your pocket portrait. Not a problem. He picks him out. I don't really pick him up. So then this template, these these graphics that you see back here, this is one of those pieces that's a universal e template that we use all the turn and this is available to use any any, any time, anywhere for whatever we want to do. Then when I'm gonna shoot this piece of video, here's how that happens. Okay, here's this cute little girl. All of a sudden she's warmed up to me. And of course, my dog is right here to, and that's got a lot to do in the two. OK, this girl is standing on the table, and then all I ask her to do is look right into the camera. Now, remember, she can't see her mom because the main lights right here, moms over here, Mom can't see Mom's not even paying attention. All she knows is that she's having a conversation with Mr Will write. The kids used to call me Mr Will write and having fun because they know that I love kids. I do. I love kids. Okay, so I said, we're going to make a surprise for your mom. Okay, We're gonna do we gonna do this piece? So we do this. Thank you. We're gonna do this piece. So this 1st that's what. Right then I'm just gonna zoom in a little closer, I Because little kids can't remember more than a one cent. I just can't do it. So if we go, it Oh, say can more than one way to tell what the 1st 1 is, And then don't worry about it. Then we'll do something else. And then when it happens, OK, so then I end up with two pieces of video. Oh, this last photo happens to be the one that Mom picks. That's her favorite, right? So here's what happens. Louis says after gives me these two pictures, he slides in over computer wise. I have this here. Now this here can easily be auto edited through our auto auto edited system through Dan Foster. Right. But I happen to keep a copy of pro show producer here right now. Those those folks at home that I missed early. What we're talking about. The automated process is built on a Nen engine, and this engine is pro Show producer. A pro show producer is a product that is, ext. Extremely under utilized. It's been around the photo industry forever, and it comes in three different versions. There's Pro Show Web, There's Pro Show Gold and there's Pro Show producer. So if you were to use Pro Show Web, for instance, you can't really do this with Pro Show Web. And there's multiple reasons why Pro Show Web is a lot like Anna moto dot com. Right? Most people are familiar with an Emoto right approach. A Web is not nearly as finished looking as an Emoto is, but Pro Show Web does have one big plus that is that it's the little brother of Pro Show producer and approachable, so pro Show producer will allow you to at it video and photo together. It also comes with these crazy transitions to go sparkle, sparkle, sparkle and it gets a little paint. Gonna put Selva stuff in there together. So a crack open pro show producer now with that said, As you can tell, I am a Macintosh guy, right? We've now transformed him into a bag ANTOSH guy, right? I want to go, Mac. You never want. You never accept Patty. She's be simple, Pan, but we'll get her. Get her to run anyway too right? You can use an emulator to make pro show producer work and pro show producer is a great way to handle sound. That's what we're talking about here, right? The importance of sound. Well, you notice that one of the things that Pro Show producer has is a lot of cute little transitions that have wonderful sound effects. How much this is sound of that little twinkle have to do without the sound of that little girl. It's a big deal. So time wise, just give me a rough estimate, right? He's way ahead on the sales program, right between 50. We've had everything into an hour. He's way ahead on the peace were at maybe 38 minutes. So I finished the photo shoot. He's editing the still photos. He gives me the thumbs up that that this can happen, that I could shoot the video. He knows that's what I'm going to use that needs. He's gonna buy time because if Mom comes around and sees what we're doing, the whole dynamic changes, right? The girl gets nervous. She won't. We will get that whole thing that because it's a surprise for her mom and she'll blow the surprise. So I shoot those two pieces of video No extra takes. I didn't need to. Why? I got it right. I got the girls standing up on the table. I got already figured out. I know that. I've already got really pretty pictures here, there to shop, the whole thing. Put it together. Now let's look, look back. Let's put one more time at it. I'm gonna show you something. Now I want you to pay attention to how well the voice fits together with sound effect. I love you. What does Mom remember most after seeing that? It's It's the sound. If we were to take that little twinkly, twinkly to clearly out of their sure she's gonna love it, but she's not going to go. I gotta have that. All right. So before we showed her this picture before we showed her this e product that we made on site real real quick, you had a sale of Just of what? Be honest, What was our say? Level dollar amount are I believe it was in the 600 range, which is typically they come in, they get their picture. They want another one for grandma for someone else in the family. Okay. Want to get it framed and preserved, so that typically puts them in their ballpark. And again, this is before they really start to understand the whole preservation of that little girl's voice. They don't get it, but it's not really marinated. However, after we shoot this little pocket portrait, Mom sees it and she gets it. And I explained to her Mom, you're not gonna have that voice or, you know, for too many years from now here is the point of you wanna preserve that You want to hold onto that. You want to keep that in your back pocket whenever you can, cause when you have a rough day at work, all you want to go see your little girl in here voice. And that brings on the additional sales. Now she wants now she understands. Oh, okay. Maybe some of these prints are better because they tell a little bit of a story. They piece together who she is at this point in her life. This little 3 to 5 year old girl is gonna be different when she's 10 years old. If that piece didn't have her voice on it, which you by no, she would not have understood the importance of preserving that. Okay. Okay. Okay. Now. So you had a $600 sales. Yeah, right. And all of a sudden I came around the corner and we showed a tour, right? We didn't do the car. Yeah, One of the reasons I used one of these stupid huge, huge. Yeah, Yeah. Cell phone. Yeah, right I could get away with because I'm a big guy, right? I got pop around the team and CEO. What? We should have the mom. Melissa, listen, you make it up. Absolutely. I didn't remember job. Hey. Hey, Melissa. I want you to take a look at this short this and then you hear those magic words that you always want here, and that is how do I buy that? You get that in here? Getting so here comes and Patty comes in. Patty puts it all together. Bottom line is here's how Here's how those get sold. Those get sold when well, people come in and they want to buy them directly. Of course they do. But these get added onto packages. We want to get them over the $1000 mark. So if we could get him over the $1000 mark instead of this being, the $ is what we charged for it. This is now $99. If they exceed a certain price point, then that's when it becomes a discount, which is just part of the business, part of our little business secrets. So they are going to get a couple secrets in there if they exceed a certain price point. They say, You know what? If you spend maybe $100 more, what's ours? 900? I believe it is Think so. If they spend more than that, this pocket portrait now becomes $99. I think I remember correctly and then they go. Wow, great. How can I do that? Oh, you just frame it. Oh, how are now? We're in the ballpark now. We're adding it up now. Mom's happy. Now. She's spending Dawlish. Everybody's happy. Yeah, it's it's all got to do with the sound. You know what else is cool is the fact that because we worked so close together, we're not in separate rooms. That Mom can hear that there's something going on and that something is happy. And the little kid here says Island used. The mom knows it is going to be something be going on. That's all part of the sales process to because the name of this program is shooting and selling hybrid. And the selling is just as important is a shoot. I can tell you as a technical, a technical guy. It it's easy to shoot, but for me, it's not so easy to sell. I do. I do it Okay, job Patties, the rial sales person on our team. But I do an OK job. What's easier for you shooting? Um, I enjoy shooting. Yeah, I can sell, but I like to shoot. Yeah. On the topic of sales and sound, we did one not too long ago for a realty group. And when people are looking to buy a house, what's one thing you do? You look for the right person and you want to hear what they sound like. Do you trust them? Do you engage them well in conversation? Well, here's a business card that does great and you get all their contact information. You get their email where you talk about Mr Chip Cornelius. A matter of fact, he tells. Yes, so we spoke with Mr Chip. Corneille is now disclosing part of what we dio, and he's kind of a head of a realty firm, and he has a good chunk of people under him. And he knows the importance of getting a good relationship with a client because someone's about to drop a lot of money on a house and he understands what it is to get a good relationship. And part of what helps them break that barrier and break the ice is his voice. When you hear a genuine guy saying, I want to help you Ah, no, and I help you start your family and I know just the house that I want to get you. He came to us with this, remember, he came to us and he says, Let's true. It is true, he says. Listen, says I'm trained in the whole radio thing. I got the whole thing. I understand it is my business card. Looks great. I understand you guys are doing some sort of talking picturing things said, How do I translate this into being able to get my voice across as a sales tool? T So I would like to show you remember, we call these E card pros right now. E card pros. These are pieces that we are currently will have for helping to develop, but the hybrid heroes developed the thing. We come back to this hole, the soul term called hybrid Hero Hybrid. Harold is literally a volunteer of a person that decides that they wanna work with us on multiple levels. And if they want to help us design things or testings or they just want to add in their opinion, there certainly welcome in everybody that's watching you're more than welcome to join us is a hybrid hero. Here's how you do it. You're gonna have to go to the linked in group and you're gonna have to make sure that you register. So you lengthen dot com and you go and you hop on Teoh Hybrid photography. Using muralist cameras, you ask to be invited and you are, Then you contribute to the group, and at some point somebody will invite you to be a hybrid hero. Okay, Now why does it matter? Well, because we need to make sure that when we're talking to clients that we make sure that they understand things like e cards. They're all about your voice because you're selling yourself. I happen to be lucky that I have a voice that I can that I can use, right. If you're a person, you have a really squeaky voice. You got a big problem. So Chip thinks that one of his biggest strengths is his voice. He wants to wants to take advantage of it. OK, you tell me if he takes advantage of it. I'm Chip Cornelius. I'm the CEO of Chicagoland Realty Services. Wear a boutique, real say company, located in the city Chicago that specializes in residential and commercial sales. And Lisa, our clients and customers find us unique because of our experience, staff and engaging sales. Okay, we'll come back to that a little bit later to, but how much does that guy's voice convince you? He's the right guy to sell your $1,000,000 building right. Se se You just inherited a $1,000,000 building in the city. Chicago. You? Yeah. And you know what? Right. But you want to sell it, and you're gonna now gonna have to find a really a realtor that's gonna be able to do that. What, you gonna fly to Chicago? And you gonna interview those real estate guys? You gotta hop on the web and you're just gonna go by just what's on the web. Think hang on a second there. When you go to this guy's website, you actually see it.

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