What makes me different? Why should prospects check me out instead of my competitors? How can I distance my business from a price sensitive audience? How do I create a place in the marketplace today for my portrait studio?
First of all, defining your style and knowing who you are as a photographer helps you break through the clutter of the many photographers in the market.
Donny Deutsch says this in an article in Success magazine, "The biggest mistake is to try to be all things to all people. Then you'll just have a middlling response. Part of what makes a brand is having a passionate constituency, even it it's small."
And remember, your style must be well defined for quick recognition, unique from others, be from your heart and most important, it must be investment worthy.
We knew long ago that we wanted to photograph people in a way that told their stories as well as offer products that were the highest quality we could produce.
And we knew we would never be the lowest price in town!
For us, our goal is to be the trend-setters, not the trend followers. We believe in ourselves so we run FROM the trends, not TOWARDS them, especially since they don’t match what is in our hearts as artists!
As we saw more aspiring photographers shooting in parks around town, we started more heavily marketing our studio work, especially since studio shooters are in short supply these days.
It is one of our GAP creators.
Along with this, we make sure every client feels treasured. Every touch point is carefully choreographed to ensure every client experience is amazing.
We are having such fun creating new ways to pamper our clients.
One current idea is themed, "Our Favorite Things." We have selected three businesses that we have a personal relationship with and that offer unique Kentucky products. Our plan is to visit them (one down-two to go), take a photo of us with the owner in their store and make a postcard with the photo and their story.
Upon the completion of a client's order and 1 week after pickup, we will send one of these gifts along with the designed postcard as a special thank you gift.
How do I start to define myself?
Start by asking yourself two questions...who are you and what do you do. Once these two main areas are defined in your mind and then on paper, get a little more detailed. Ask yourself what you do well AND what you don't do as well.
Then, as Tim often says, "Just make a plan! Make a bad plan if you have to and tweak it as you go, but at least make a plan!" In other words, get moving!
As you continue to work on your business, you have a great opportunity to create GAPS in over the top service, experience, products and personal touches that high volume studios cannot.
You have the time to pamper your clients. High volume studios must keep prices low because they cannot offer the same experience, but it is very clear that the consumer pays a “price” for that. NO service...NO experience...NO unique and fresh products...NO personal touches.
It is a trade off that you can use to your advantage!
As each sale brings in more dollars, the number of sessions needed to profit can be less.
Our goal has always been to work smarter, not harder!
Many people ask us how to be successful in their business and our answer is always, “Create Gaps!” It has been true for years and still is a foundation on which we rest our business every day.
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