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Podcast Episode 3 – Photographer’s Time Management Tips & Secrets
I hear from so many photographers asking how to best utilize their time. How do I manage my time so that I get the most done in a day? How do I make sure that I’m getting the most important (and profitable) things done in my photography business every hour I’m working? These secrets and more are revealed in this issue of the podcast. This was recorded LIVE at an in-studio workshop Todd and I held recently for some of the best photographers in the country. Enjoy this episode!
Photography Marketing And Selling Tip: A Proven Way To Get More Customers Into Your Photography Business
There's A Lot Of Success To Be Enjoyed In Photography If You Just Learn The Secrets!
Trying to market and sell your photography without being able to tell your prospects clearly what it is that’s “unique” about you is like trying to push water uphill with your nose… it’s just not going to work.
This is a powerful photography marketing and selling secret that almost all photographers miss.
Let me ask you a question: (Well, actually two questions.) What’s unique about you? Why should I hire you to create my photographs for me, over all the other choices I have?
I do a lot of one-on-one coaching and consulting with professional photographers all over the world. When I ask them the above two questions, I usually get three answers:
1. “I’m fast.”
2. “I’m good.”
3. “I’m cheap.”
That’s about all they can think of. After that, their mind goes blank. That’s just not going to be effective in this day and this economy. (Actually, it never was effective!)
It’s very important to talk about your Unique Factors when speaking with a prospect on the telephone, on e-mail, or in person. Why? Because that’s what they really want to know. Why should they pick you? What’s special about you? What’s unique? But it’s so strange — they don’t ask you this question outright. Instead they ask you something like “How much do you cost?”
So it’s up to you to realize the real information they want to find out is what’s special about you, and why they should pick you over all the other photographers in the area. If you do this right, you will see a HUGE jump in your profits! I’m living proof of this.
Here’s 4 powerful tips to using what’s unique about you to make your photography marketing and selling much more effective and successful:
1: Lock yourself away somewhere that you won’t be interrupted for an hour, and start jotting down everything you can think of that’s unique and special about you and your photography business. Your goal is to come up with 10 Unique Factors for Portraits, and 10 for Wedding Photography.
2: Always make your #1 Unique Factor your guarantee. Be proud of your guarantee and talk about it all the time. You must remove all the risk off of your prospects and clients in order to get them to make a decision and hire you today.
3: After each of the Unique Factors you come up with, write down what this Unique Factor means to your clients. Ask yourself, “So what?” What’s this unique factor mean to the client or prospect? It’s important to always speak in terms of BENEFITS to your prospects and clients.
4. Always incorporate these Unique Factors into all your communications with prospects and clients. Just keep reminding yourself about this, so you always remember to mention a good Unique Factor that applies directly to something the prospect has said to you.
For example, let’s say you’re talking on the phone with a prospect, and she responds to one of your questions by saying her 3 year old child is very nervous around people she doesn’t know. Then you can respond by saying: “One of the things that separates our photography studio from all the others in the area is that we take the time to meet you, and meet your child, ahead of time. This way she can get to know us and begin to feel much more comfortable around us. What this means to you is that on the day of the photography, she will be more relaxed, and her expressions will be so much more natural and real.”
See how this works? It’s amazingly effective.
Forming a list of your Unique Factors, and using them all the time in your dealings with your prospects will dramatically increase your bookings, sales, profits and cash flow in your photography business.
Now, I know you’d rather be doing photography than working on your Unique Factors. But the work you do on this right now will form the backbone of your photography business from this day forward, and bring you more clients than you will ever need. It’s THAT important.
For more Photography Business Building Tips, click here: ==> Photography Business Success
Podcast Episode 2 – Special Report & Sales Letters As Photo Marketing Tools
In this episode of our Photography Profits Podcast, we’ll talk about the use of very inexpensive and effective special report / sales letter marketing that can bring you great clients FAST.
Photo Sales & Selling Tips: 5 Secrets To Turning Callers Into Paying Clients
telephone selling tips for professional photographers
You and I have people calling us all the time to find out information or prices, etc. – and if you’re having trouble “converting” these callers – that is, getting them to come into your photography business, and buy something – then this is going to be one of the most important and valuable posts you will read all year.
Why? Because most photography businesses totally screw this up, and send a huge percentage of their callers away – (to their competitors) – because they don’t know the five big secrets or techniques to closing telephone callers and getting them to take the “next step.”
IMPORTANT WARNING: I am NOT talking about trickery or manipulation here. That is NOT what good salesmanship is. Good salesmanship is finding out what people want, and then helping them to get it. Here’s the 5 big secrets:
Photo Sales Secret #1: Ask questions – instead of talking-talking-talking. Ask a few carefully crafted questions (see below) and LISTEN to the caller’s answers. The “secret” to closing sales is to build rapport and trust – and you do this by asking good questions and listening to the answers.
Photo Sales Secret #2: Always use the “Magic Question.” This is without a doubt the most powerful question you can use. It’s amazing. Here it is: “If you don’t mind me asking, what’s most important to you about ___________?” (Where you fill in what it is the prospect is calling about.) When you ask this question, and then shut up and listen, you will find yourself booking more and more callers and turning them into paying clients.
Photography Sales Secret #3: Use the “Qualifying Question.” This is the second most powerful question. It’s especially powerful when you are trying to deal with a person who is hesitating, or “stalling” to make a decision. Here it is: “If you don’t mind me asking, how important is ________ to you?” (Where you fill in what it is the prospect is calling about.) This quickly reveals to you just how “qualified” the caller is. If she says it’s not all that important to her at all, that tells you one thing. But if she says it’s really important to her and she wants it done right – that tells you something else.
Photography Selling Secret #4: The “Law of 5.” This law states that it usually takes 5 “no’s” before you will get a “yes.” So never, ever just stop when a caller says “no” or says something like “I will think about it and call you back.” If you quit then, you will lose most of your sales. You simply ask her another question, in a friendly voice.
Photoraphy Sales Secret #5: The “Target Law” – always give each caller a “target” to shoot for – like taking the next simple, non threatening step – such as setting up a time to come in and “chat” with you for no charge and no obligation. People need targets. If you don’t give them one, they don’t know what to do next, and you lose them to one of your competitors.
Start using these 5 “secrets” immediately, and watch your sales and profits go up. It’s truly amazing how many professional photographers mess this up, when they could be making a lot more money, and serving a lot more clients. These “secrets” work great for me, and I know they will work well for you, as well.
For more photography business building tips, click here: photo business building tips
Podcast Episode 1 – Charles Lewis Photography Story
Here’s our first podcast episode. In it, I’ll tell you a little about why my studio was created the way it is, and how to have your studio work on YOUR terms.
Photography Business Tip: An Amazing Photography Sales & Pricing Secret
Most photographers realize that pricing is important, of course.
But effectively pricing your photography services involves more than just assigning prices to certain sizes and trying to convince people to “buy stuff.” To be truly successful in your photography business, you must consider human psychology, proven sales principles, and blind human nature.
One of the most amazing, little known secrets about pricing and selling photography is what I call “The Whopper Principle.”
Here’s how it works.
Most people will not normally buy the biggest, best photo size or finish. But many people will buy the “next best.” And once you realize how to use this fact, you can make a lot more money with your photography, for NO extra work.
Let me explain.
Let’s say your largest size portrait is a 30 x 40. But hardly anyone ever invests in it.
That shouldn’t be surprising. Human psychology says that most people will not invest in your 30×40 size, because it’s your largest size. But they will quite possibly invest in your 24×30 if it’s quite significantly less money than the 30×40.
So, knowing this, here’s what you do. You invent a new size – (for me, it’s a 40×50.) You put a very significant price tag on it.
Now, when you show your clients their photographs, and you show and talk about this 40×50 size right from the very beginning, they will most likely not want to invest in it – but – and this is a big “but” – but, they will be much more likely to invest in the 30×40 size – since it’s the next size down.
So the end result is you have many clients investing in 30×40’s now! See how that works? More money. No more work.
I call this the “Whopper Principle.” That new 40×50 size is your “Whopper.” (No, you do NOT call it that to a client. But that’s what you call it to yourself.)
The Whopper is defined as this: “Something that is so big, so expensive, so incredible, that no one in their right mind would invest in it.”
Now, what this “Whopper” accomplishes is this:
1. It makes everything else you offer look positively inexpensive.
2. It demonstrates to your prospective clients that you are “good.” Because this price is so high that you “must be good” to be charging that much.
3. It gives a client a feeling of saving money. You see, she gets you to create her photographs for her, but doesn’t need to pay as much as your “whopper” to get your beautiful work. She can just opt to get a smaller size, and save money, but still get you.
This sales and pricing principle is extremely powerful. It psychologically encourages your clients to invest in your better products and services, and your larger sizes, which totally benefits THEM – because they are going to enjoy the larger wall portrait way more than they would have enjoyed a smaller size. (I TOTALLY believe in the value of wall portraits as home décor.)
So the end result is your clients get a better size portrait for their wall, which they will enjoy more, and you get more money for your efforts. It’s a win-win for everyone.
Try this – it’s an amazingly effective photography sales and pricing principle.
For more photo business building and money making tips, click here: Photography Business Building
Photography Sales & Selling Tips: 7 Power Words That Will Skyrocket Your Sales And Profits
“The power of words is immense. A well-chosen word has often sufficed to stop a flying army, to change defeat into victory, and to save an empire.” Emile De Girardin, French Journalist
Most photographers don’t realize that the words they use are extremely important to their photography success and cash flow. In fact, using the correct words is one of the easiest ways to improve your photography sales and profits.
You see, people subconsciously are influenced and persuaded by the words you use. Use the right words – (what I call the “power words”) and you succeed and prosper. Use the wrong words and struggle and suffer.
Here are 7 of the most common “deadly words” which most photographers are using every day. These words are costing them sales and profits. Plus, I’ve included the “power words” to use in their place along with an example and some notes:
Deadly Word #1: “Buy” – Instead, use the Power Word: “Invest” or “Own”
Bad Example: “When you buy this photograph, you will really enjoy it.”
Good Example: “When you own this photograph, you will really enjoy it.”
Notes: No one wants to “buy” anything – however, people do want to “own” things.
Deadly Word #2: “Customer” – Instead, use the Power Word: “Client”
Bad Example: “I’m sorry, Mr. Lewis is with a customer.”
Good Example: “I’m sorry, Mr. Lewis is with a client.”
Notes: Using the word “client” implies you are a true professional person.
Deadly Word #3: “Sitting” – Instead, use the Power Word: “Session”
Bad Example: “Let’s set up a time for your sitting.”
Good Example: “Let’s set up a time for your session.”
Notes: By using the word “session” you are demonstrating that you are worth more money for what you do, and that you are more professional and talented.
Deadly Word #4: “Shoot” – Instead, use the Power Word: “Photograph”
Bad Example: “Let’s set up a time for me to shoot your daughter.”
Good Example: “Let’s set up a time for me to photograph your daughter.”
Notes: The word “shoot” is a terrible word. It is unprofessional and disrespectful to you, your art and your client.
Deadly Word #5: “Price” – Instead, use the Power Word: “Investment”
Bad Example: “The price is only $145.”
Good Example: “Your investment is only $145.”
Notes: Using the word “investment” helps your client see that what you do is extremely valuable and, indeed, is a true investment for them.
Deadly Word #6: “Picture” – Instead, use the Power Words: “Photograph,” “Portrait,” or “Image.”
Bad Example: “Isn’t this a great picture?”
Good Example: “Isn’t this a great photograph?”
Notes: The word “picture” is a very disrespectful term for your artwork. If you use it, it clearly shows the client you do not value what you do… so she doesn’t value it either.
Deadly Word #7: “Big” – Instead, use the Power Words: “Adequate,” or “Appropriate.”
Bad Example: “This big size will look really nice in your home.”
Good Example: “This is a very appropriate size for your home.”
Notes: You can make a lot more money, and have your photographs enjoyed much more by having your clients invest in wall portraits as home décor. But NEVER refer to a wall portrait as a “big” one! Just don’t use the word “big” ever.
Now, this may seem so simple that you might be thinking it’s stupid. But I assure you, the above 7 words are costing you photography sales and profits that rightfully should be yours. Use the “power words” instead, and watch your profits and cash flow dramatically improve! They work for me, and they will work for you as well.
5 Key Reasons Why Displaying Your Photographs All Over Town Is The Single Best Way To Build Your Photography Business And Profits
Trying to make a great living with your photography business without becoming a “Master Marketer” is like trying to start your car without the keys. I suppose you could eventually do it – but it would take a lot of hard work and time.
Most master marketers agree that it takes 5 positive impressions before someone will actually pick up the phone and call you, or will go to their computer and email you. So, unless you have an enormous marketing budget, you need effective but inexpensive ways to make those 5 positive impressions on your target market and get her to take action.
There is NOTHING – not the Internet, not direct mail, not television, not radio, not referrals, not anything – that can beat exhibits of your photography all over your community, for bringing in highly qualified potential clients to your photography business. I have proven this to be true in my portrait and wedding photography business, and it will be true for you, as well.
Here’s how it works: People start seeing your photography proudly displayed around the community. They see it displayed at their favorite restaurant when they go out to eat. Then they see it when they go to the movies. Then the wife sees it when she has her hair done. Then she sees it again when she does her banking. These impressions keep stacking up, until she just can’t stand it anymore. She HAS to contact you.
Here’s why having exhibits around your community is such an effective marketing method – much more effective than the paid advertising most photographers do:
1. Every exhibit of your photography carries with it the IMPLIED ENDORSEMENT of the place where your exhibit is located. This is totally the opposite of most advertising you do. You see, if you place an ad in the Yellow Pages, for example, everyone knows you wrote it, or hired someone to write it. It doesn’t have much credibility.
But with exhibits of your photography, you are there by “invitation” – or at least that’s what most people believe to be the case. This means the location where you are exhibiting is giving their approval of, and respect for what you do. This is a very powerful psychological marketing tool.
2. It’s the single most artistic way to present your photography. It’s like a “one person art show.” It speaks very highly of your artistic prowess as well as your professionalism. Just be sure you only display your best images, and be sure they are up to your finest artistic requirements.
3. Exhibits of your photography allow people to closely examine and scrutinize your images with no “salesperson” or other distraction. They can “scratch and sniff it.” They can look at your photography really close up and personal. They can touch it. They can study the composition. They can scrutinize the framing. They can talk openly with their friends who are with them about what they really feel about your photography. No sales person is there. No pressure.
4. Exhibits allow you to present your photography the way it should be presented – in appropriate sizes which truly show off your wonderful style. (Key point: never display any of your images without having them beautifully framed, and having them be appropriate sizes for the space they are in.) For example, I prefer to display 24 x 30’s and 30 x 40’s if at all possible.
5. Since you sell what you show, by showing beautiful wall portraits around the community, you are much more likely to have your paying clients actually invest in those sizes. Wall portraits are extremely profitable, and clients love them, because they can enjoy them from across the room in their home.
So think about who you know. Your friends and acquaintances who own or run local businesses. Think about the other businesses people in the community who would maybe be interested in exhibiting your photography in their business.
Think about who you have photographed in the past. Do any of those people own or run a local business? Think about who your spouse knows in the community. All these people are potential exhibit locations.
The true key to building the photography business of your dreams is to create a huge demand for your limited supply, and then control the volume of work you do with the price. Getting free exhibits all over town is the best, fastest, and one of the least expensive ways to create that huge demand.
For more info on photography marketing secrets click here: Photography Marketing Secrets Revealed
How To Get and Use Client Testimonials As A Powerful Photography Marketing And Business Building Tool For Your Online And Off Line Marketing
Here are 6 important points about testimonials – which are SO IMPORTANT in your marketing and advertising:
- Get the testimonial at the right moment – which is right after they have either seen their photographs for the first time, or when they come in to pick up the finished photographs. These are the two times when emotions are the highest, and when they will be most willing to give you a raving testimonial.
- Get the testimonial on video, or at least on audio, if at all possible. Most of your clients will be happy to give you a wonderful testimonial if you just ask them nicely, and this includes audio and video testimonials. So have a simple video camera available, and also one of those digital recorders, so you are ready to get the testimonial.
- Also transfer the testimonial into writing. If you got it on video or audio, simply transcribe it. This way you can use it three different ways – video, audio and in print.
- With just a little coaching, you can guide them to mention one of your “Unique Factors” or “USP’s” in their testimonial – which is even more persuasive to a prospective client. Ask them to mention your guarantee, or your incredible service, or the fact that you met them ahead of time to plan everything so wonderfully, etc.
- Always use their photograph with the testimonial, since you are a photographer! This accomplishes two things. First, it shows off your photography skills. Secondly, it adds more credibility to the testimonial. I have a rule. Never use a photograph in any marketing without having a testimonial from that client with it; and never use a testimonial without having their photograph with it. They go together like peanut butter and jelly.Always get their permission to use their full name, city and state at the end of the testimonial. This makes it much more believable. Instead of just using “J. Jones” you use “Dr. John Jones, Grand Rapids, MI.”
- Make sure all your testimonials are real. This seems obvious, but it must be said. Don’t make them up. Be honest. You don’t build a long term successful photography business by being anything other than totally honest and real.
Hope this was helpful,
Chuck
For more info: Photography Marketing Secrets
7 Powerful Photography Marketing Secrets For Online And Off Line
On the subject of photography marketing, here are 7 secrets I have found to be very powerful and effective for both Online marketing such as websites, email marketing, etc. and off line marketing such as sales letters, advertisements, etc.:
1. The more you tell, the more you sell. Longer copy, if well written and interesting, almost always outsells shorter copy.
The key here is to be INTERESTING in all your marketing, to your “Target Market.” The absolute killer is to be BORING. So for me, my target market consists of what I call “Female Warm Fuzzies” – women who love their family and value photography and all the things sensitive photography can capture.
So you want to always talk in terms of warm, sensitive, emotional terms that she will really find wonderfully interesting.
2. Always have a double readership path. Some people are readers, others are skimmers. Write for both types. Use lots of bolded “subheads” which contain the main BENEFITS of your message.
Really what this means is you’re going to have other “headlines” scattered throughout the webpage or sales letter or ad. These smaller headlines are known as “subheads” – and they are usually in slightly smaller type than the main headline at the top of the page, but still larger than the regular “body type” used on the page.
3. The headline is the most important part of your marketing message . Without a doubt, the headline must stop your target market dead in her tracks. That’s its job. It must contain a clear benefit. It must get her to read the first sentence of the message (and then continue on from there, of course.)
So work hard on that headline, it’s very important. And NEVER write anything that doesn’t have a headline. It’s the “ad” for your ad, webpage or sales letter.
4. Talk in terms of benefits – always benefits. What’s in it for her? Why should she contact you now? What will she miss out on if she does not contact you right now?
Is there some special reason for her to take action right now, such as a discounted special price for example. Just keep asking yourself, as you’re writing the webpage, or the sales letter, “What’s in it for her?”
5. Stories sell, facts only tell. Always include a few emotional stories (since people invest in photography for emotional reasons.)
Women who are “Warm Fuzzies” usually like stories – emotional stories – that they can relate to and empathize with.
6. Always play up the guarantee – it’s very important. The easiest way to get someone to respond to you is to give them an iron clad guarantee which removes all the risk from them, and places it firmly on you.
I have done this for my entire career – if my clients don’t LOVE their photographs, if they aren’t THRILLED, I will either do whatever is necessary to see to it they are thrilled, or I will give them all their money back. And there will be no hard feelings or hassles, either.
7. The most important thing in marketing your photography is to be persuasive, not just pretty. Photographers miss this one all the time. We like pretty. We’re “artists.” But in marketing, pretty isn’t nearly as important as persuasive.
So don’t just make your web pages and ads pretty – but use everything I’ve talked about here to make them PERSUASIVE. Use lots of emotional words. Not just attractive photographs. The days where just making an ad or a sales letter pretty – and having it work well, are long gone.
Use these 7 powerful marketing secrets as a checklist for everything you do that has anything to do with marketing your photography services. They have served me extremely well, and they will do the same for you.
All the best,
Charles J. Lewis, M. Photog., Cr.
For more info: Photography Marketing Secrets
