Alright, so in my last letter I talked about the parts of your photography business that need to be set up so you can get more clients and make more money.
The first of those parts was your sales image.
And it’s not like you’re trying to be a salesman who get’s people locked in to a session – but it’s all the stuff a prospect sees.
It’s your website, your logo, your presence online, your reviews, your packages, the pricing of those packages, even the people who are referring you.
When you boil it down it’s the image of you that the prospect sees with the goal being to get them closer to making the booking by manipulating the things they see.
In all the consulting I do I’ve come to see that this is one of the biggest problems because in the photography industry there’s a lot of copycat marketing going on…
Copycatting what another photographer is doing isn’t bad. In fact it’s a quick way to cut out a lot of work for yourself and jump straight to what’s already working…
The problem I see with a lot of my consulting clients is they’re copying something that isn’t working – which means they don’t see results.
I’m of course talking about the ‘portfolio website’. It’s the website template almost every photographer is using that does zero job of selling to the prospect.
All it’s saying is “compare some of my photos against a bunch of other photographers and get in touch if I’m the best”.
And chances are you’re either not the best, or even if you are that the visitor with their untrained eye doesn’t see it that way. All they see are a lot of great photographers, so you need…
MORE STUFF THEY CARE ABOUT
Doesn’t it make sense that if a visitor gets confused while trying to choose based on who has the best photos, that if you give other reasons to choose you then you’d make their choice easier and get picked more often?
Of course it does.
So what SHOULD you be showing prospects?
Any features you’ve had
That means anytime you’ve been mentioned or had your work appear in a magazine or newspaper, online or anywhere else.
Awards you’ve won
If you’ve won a competition or award, no matter how insignificant you think it is, then let them know. Even if you didn’t win but got a placing, or honourable mention – that can be important to your prospects.
Any credibility boosting numbers
Do you have a bunch of followers on Facebook, Instagram, Twitter? Have you worked with 2,481 clients in the past? Any of these things will make you seem like a better, more experienced photographer.
Any credibility boosting clients
If you’ve worked with any celebrities (even if they’re D-list celebs), or for any moderately well known companies then let it be known.
Testimonials or Reviews
If you’ve got 100 reviews on your Google My Business page (you do have one of those right?), then make sure they know or can see. If you’ve got text messages or emails from happy clients, put it where it can be found. It might see insignificant to you, but to the prospect getting ready to drop thousands of their hard earned dollars, every good review brings them an inch closer to choosing you.
There’s a whole lot you can do, but those few things are a great start at separating you from your competition.
And now you’re wondering…
Where Do I Put All That?
Of course you don’t want to ruin your beautiful website by adding a heap of text in there…
But with the help of a site designer you can make these elements fit in beautifully and seamlessly, or link to them from your main page.
You never want your website to get cluttered or confusing, but at the same time you NEED your visitors to be able to see the information that’s going to move them closer to booking with you easily.
You can use styling options like lightboxes, or text links that open up hidden parts of your page so that the prospects who doesn’t care about your testimonials doesn’t need to read through them, but the one who puts a lot of value in them can easily access them.
I’ll dedicate an article on website styling soon because it’s a whole topic on its own, but one element your site needs to incorporate is…
A SIMPLE way for prospects to get in touch.
Any barrier that holds them back will reduce your enquiries. So they should be able to enquire on every page, with buttons that are easy to find and in logical positions. They should never have to hunt around to figure out how to contact you.
The goal of all this is to help separate you from your competition in any sort of comparison situation, and it does work really well since most photographers don’t make it obvious why they’re a great choice to begin with.
But, NONE of this will help you get more clients if nobody ever sees you. That’s where the second “Golden Arch Angel” comes in (remember those from the first part of this series?)…
It’s your advertising and it covers every single way a prospect finds you, whether that’s paid or free – from search engine optimisation and Adwords, all the way through to referrals and getting past clients to book again.
If you’re serious about earning more from your photography business in less time but need help figuring out exactly what to do in your unique business then consulting could be the answer. Find out more about what consulting can do for you here.