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Business Startups

Tuesday, October 16, 2018

This evening, I went to a Canon workshop about photographing a high-end wedding. The photographer, Vanessa Joy, is from the NYC/NJ area. She defines “high end” as higher than what you’re currently doing. She started at $500/wedding in 2008; and, 10 years later, she has grown as a wedding photographer and her income is in the thousands.

In starting a business, there are 4 reasons for failure.

  • Fear
  • Arrogance
  • Insecure that the competitor photographers are a lot better and they have better opportunities.
  • “Excusitis” or thinking you can do nothing about your situation. You end up making excuses, blaming others, or procrastinating so you don’t start your business.

Showing value of your work and skills involves displaying your experience, product/service, and brand. In other words, do a lot of marketing and get yourself out there.

It is all about how you make your clients feel because happy clients will show off their photos to others, which will promote your skills, experience, and service. In this marketing process, you need to be fast, generous, and different.

Animoto.com is an online video creator, in which you can give to your client as a video gift of their wedding. This animoto site seems similar to creating youtube videos, but I am used to working on youtube.

Other gifts include book gift for their wedding photos, a pre-wedding gift, slideshow and mini album, and farewell gift at the end of the wedding. Always provide a positive customer service and weekly communications to assist them, such as by creating a timeline and bridal tips email from pre-wedding to the ending.

Create the experience that attract certain clients. Show certain photos that will attract these clients. Always say yes to your clients. But never give your raw files, even when they ask for it; rather, provide them with digital JPEGS as a gift. If they want a discount, then tell them that you can customize a package that fits their personal needs and budget. This package will be much smaller than the one that is too expensive.

The perfect marketing tool for your product/service, especially if you are a wedding photographer, is the album. It is like book portfolio of your work on the couple’s wedding. It will most likely be placed on the coffee table, where many visitors will browse. It is a good idea to provide you business card at the end of the album so that interested people can easily contact you for future business.

Quality is about doing your best, which includes using the best camera gear, researching vendors, educating client on your product/service, and engaging their senses with your passion and storytelling. Quality is also about loyalty, convenience, and prestige.

In order to better sell to people as well as make more money, it is important to understand people’s spending habits. 80% of people will tend to buy something based on their feelings towards it, usually a positive, good feeling they get and it is a must-have. So, as a salesperson, it is your job to provide that good feeling they will get if they invest in your product/service. Convey loyalty, convenience, experience, and prestige in your work and service. The other 20% of the people are likely to shop for a particular quality, quantity, or certain price range. These people tend to be more practical, and they are likely to pick the cheapest and smallest package.

Use storytelling to sell the feeling that they are after. Give them the big picture.

Forget about digital pictures because photo prints last longer and provide tangible memories, where they can enjoy sharing memories with family and friends while browsing albums while hanging out.

The 10 Rules for Pricing

  • Research
  • Be firm and give gifts, but don’t give discounts.
  • Know your worth
  • Keep it simple and dummy-proof
  • Know your studio, whether boutique or volumn
  • It is all psychological—list the highest price package first because it has the most wanted features.
  • Build up the higher price package to make more money and be more cost-effective.
  • Inflate a la carte
  • Don’t give anything away, but include the most wanted items in the top, highest price package.
  • Calculate charging price by adding up costs, quantity, and hours works.

Remember, to raise your price by 10%, maybe after 6 months or a year. It is all about growing your business.

After Sales involves making your package deals. Post them on your website for marketing purposes, on promotional material for in-person initial consultation, and communication via emails.

For more information, check out www.17hats.com

But when you are marketing and displaying your work, simply just present your work. Don’t push anything on anyone. Show them your work, whether in person, by video, or on a website. Discuss a pre-design album.

When creating your website layout, never end with pricing. Add creative decisions and upgrade options. Place the album information first. Suggest uses for certain products/services to make your service a useful and attractive must-have.

The Brand involves color, perception, image, and emotional feeling. So, when designing your brand, choose wisely. Make sure it is positive and it represents you well. Place your brand on your website, packaging, social media, and personal attire because it is a part of your personality and equipment.

Check out adorama videos on youtube for photography tutorials.

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