In an industry that’s teaming with competition, it’s more important than ever that photography businesses appeal to consumers on a deeper level. Americans come in contact with over 3000 advertising messages a day*, so it’s important to get your messaging right. Here are five ways that can help you rethink – and reframe – the service you’re providing:
1. Notice what everyone else is doing – and do the opposite
It’s tempting to echo what we see everyday running through our social media feeds. “It’s been a long time since I’ve blogged, but here I am finally doing it…”. Does that draw you in? Who is it aimed at? Perhaps most importantly, does it cut through the social noise to elicit clicks? Instead, try writing a top 10 list directed towards a specific group of potential clients, or take a detail of the event you’re blogging about and make it a central feature in your title and story. The more relevant and impactful your audience finds your content, the more likely they are to engage with it.
2. Create a one-liner that will tell your clients how you are going to help them survive and thrive
What basic problem are you solving for them? How will it eliminate pain in their life? Pain is a much stronger motivator for decision-making than pleasure, so be specific and brief in describing in the problem you want to solve and how good life will look for them once you do.
3. Your customer is the hero (not you)
It’s tempting to really indulge our “about me” desire when creating content for our business. But telling customers our favorite candy or our desire to be a world-traveler isn’t putting them the center of the story we should be telling. When we get lost in information that is not about solving their problem, they lose interest quickly, and why shouldn’t they? There’s a reason they want to you to hire you right now, and it’s our job to let them know we’re going to find out what it is, and create the perfect solution for it.
4. Create a target persona in your mind that you address in your marketing
Are you trying to attract 20-something hipster couples living in urban areas? Or brides and grooms who love the ocean and want a barefoot wedding on destination beach? Or couples seeking a smaller but intimate city hall wedding? Or more established couples getting married in downtown ballroom? It’s important to define your target and speak their language. Where do they shop, eat, live? Where do they WANT to live? What are their weekend interests? What type of experiences do they seek? If you don’t know where to start with this, ask a client who fits your target if you can pick their brain – because you want more amazing clients like them!
5. Give your clients a world class experience
Most photographers get so caught up in visuals that it’s easy to forget that client experience should be a central feature of their business. What keeps clients coming back has far more to do with how we make them feel than anything else. Investing in how you can find ways to surprise and delight your clients is well worth the effort. Give them the kind of attention and experience you’d like to receive, and you’ll never find yourself with an empty schedule.
About the author:
Karen Kelly is a Boston wedding and family photographer who specializes in the preservation of family history. She speaks nationally on branding and client experience and most recently lead the CTPPA Business Summit 2018. She spends her free time chasing her 2 year old son, Wyatt, and escaping to the waves of Kennebunkport, ME.
*Select statistics courtesy of Building a Story Brand, by Donald Miller.