“People make purchasing decisions based on their emotional
connection to a product or service.”
-Jack Trout, The 22 Immutable Laws of Marketing
Something More than Great Imagery…
Could it be that we have spent all this time honing our craft to become better and better photographers, and the harsh reality is that having great photos alone isn’t enough to build a successful photography business?
The Truth About Quality Photographs
The truth is clients just expect their photos to be good. No one goes around saying “I take OK photos, want to hire me?” So why in the WORLD do we try and base the price of our images off of the quality of our images?
The answer is because we are artists and this is our craft. We want people to value it, but the hard truth is that once photography became widely available and much “easier” to do, the overall quality of images went up and clients started to simply expect them all to be good.
What Else You Got?
Subconsciously, this is the question on all of our clients minds. If they are asked to pay anything over average for our products and services, then they expect something more.
So what MORE do you need to offer?
That is simple. We have to offer emotional connections through the services we provide them, and through the products we sell. This is done by:
#1 – Telling gripping stories when we are initially meeting with leads that help communicateWHY these images matter in the first place. This helps connect them with the heart behind why you do what you do.
#2 – Do special things for your clients – send them gifts/thoughtful notes. Their excitementover the service you are providing for them builds trust and helps them spread the word about your studio!
#3. Taking care of the small, but important details will build their confidence in you! Following up with a great experience throughout the whole process from booking through the wedding/shoot day and beyond is key in showing that there is more to your studio than just taking great images.
If we can do these things effectively, then clients will pay a premium for us once word gets out, and they will see the value that we bring to the table… along with great images.
We saw this time and again in our wedding business where clients were willing to pay average prices up front, but once we created an emotional connection and a great experience, they paid 2x, 3x and even 4x what they initially thought they would spend!
For us that meant a $3,000 bride up front would turn into a $12,000 bride by the time we were done. And this wasn’t just some fluke with our brand. Luke and Cat see this regularly and have built one of the top profiting studios in the country using this technique, and we could go on and on of countless photographers we have personally coached that have had amazing results.
Remember: “People make purchasing decisions based on their emotional connection to a product or service.”
How do I do that?
First, begin to connect to your clients emotionally and start by telling your best stories. What you need more than anything is to learn how to tell your own photographic stories in a highly engaging way.
Once you learn how to craft the message of a powerful story (one you photographed), then you are at the beginning of the journey with your clients to give them much more than they thought they would get.
Value is created through connection, and once your client connects emotionally to what you do, it’s the beginning of a great experience where trust is built – and trust makes them which want to gladly invest back in to your business by paying you more.