There Is A Very Powerful List Of People Who Are The Very Best To Market Your Photography To. Do You Know What List This Is?
Photography marketing is all about getting qualified people to hire you to create their photography, rather than having them go to some other photographer in your area, or doing nothing at all.
Did you know that there is a group of people who are by far the BEST people to market your photography services to? If you market to these people you will have amazing results! They will respond much better than ANY other group of people that you could ever find to market your services to.
Who are these people?…
They are the people who you have worked with in the past.
That’s right. You have already worked with them at least once in the past. Why are they such a great group of people to market to? Because they already know you are, they like you, trust you and believe in the value of your photography.
Sadly, most photographers completely ignore these people! They are continually going after “NEW” clients. This is a huge mistake.
Most photographers put so much time and money into getting new clients into their photography business, but they don’t put any effort into staying in touch with the clients once those people have been photographed.
I call these valuable people my “V.I.P.’s” – for “Very Important Patrons.”
You see, success in the photography business is all about RELATIONSHIPS – building them and maintaining them. If you really want to be successful in photography you must understand that the people with whom you have worked before are extremely valuable to your future success.
I had to learn this the hard way. For many years I totally ignored my V.I.P.’s.(Other than maybe sending them a card or an offer around the Holidays.)
The key to success with your V.I.P’s is to continue the relationship for years to come on a regular basis. You will be amazed at how the “life-time value of a client” will go way, way up for you when you do this!
Here are the four best ways to market to, and continue the relationship with, your “V.I.P.’s”:
1. The telephone. If you are really in a bad situation financially, one of the all-time fastest ways to generate revenue in your photography business to pick up the telephone and make a friendly call to your very best previous clients.
Now, do not misunderstand me, I am not talking about making a “sales call” to them. What I am talking about is calling them personally and letting them know how much you enjoyed and appreciated working with them in the past. Then ask how their family is doing, and let them know you miss them.
If you do this with a really friendly tone of voice – and smile while you’re talking to them, you will find that many of those people will say something like, “I’m so glad you called. I’ve been thinking about having little Johnny photographed again – as he’s changed a lot in the last six months, and I so love the photographs you created of him last time.”
You’re not calling to sell anything. You’re just calling to maintain the relationship.
Also, while you have her on the phone, you can ask her for her current e-mail address and her Facebook address so you can stay in touch by email, and “friend” her on Facebook.
2. The second best way to market to, and continue the relationship with your previous clients is via E-mail.
(This is why you asked for her correct e-mail address on the phone call above.)
E-mail is an incredibly effective way to stay in touch with your previous clients. The key is to send her four or five non-business related e-mails for everyone one e-mail that has something to do with marketing to her. I call this the 5 to 1 rule.
Most photographers, bless their hearts, only bother to send somebody an e-mail when they’re trying to sell them something. Big mistake! Remember this is all about continuing the relationship. So remember the 5 to 1 rule.
3. The third best way to market to and continue the relationship with your previous clients is direct mail. Direct mail is extremely effective now – since most photographers have discontinued using direct mail.
One of the best ways to use direct mail is to send your previous clients friendly cards – such as Valentine’s Day cards Thanksgiving day cards, Christmas cards, birthday cards, etc. This is wonderful at continuing the relationship with them – especially when you write a quick, personal, hand written note on the card.
4. The fourth best way is through Social media. Social media really is all about the relationship, so it’s a natural tool with your previous clients. But again the 5 to 1 rule applies.
Begin today to rebuild the relationship you had with your previous clients when they were in your photography business and working directly with you. If you do this and stick to it, you will be shocked and amazed at how many referrals you receive, and how many repeat clients you end up photographing for a tremendous amount of profit.
All the best,
Charles J. Lewis, M. Photog., Cr.
