My good friend Ben Vigil sent this article to my through our Facebook page. First, if you want to send anything my way for discussion or consideration then lay it on me in the comments section or a firstname.lastname@example.org). Second, I’m almost afraid to post this because it advocates something that I hate (namely putting a little too much emphasis on personality) but it does bring up a great point. Please give this article a read and then come back for some incredibly insightful commentary.
Ok, let’s not dwell on the personality part of it (hang on) the thing I think is really worth focusing on is the “value-chain” idea. I have often advocated the idea that photographers focus too much on the photography when the client finds value (often more value) in the other pieces of the chain that don’t involve the photos. I think clients are concerned about value from the beginning through the end of the process and they will be making decisions about who they will hire based on the entire value chain.
So while the article suggests that personality is the weight that tips the scale I think there is far more to it than that. Again, being likable is never a bad thing, but the people we like the most don’t always deliver, and aren’t always who we’d choose (or trust) to hire. The takeaway from this is to consider the entire value chain and to really think about how many areas the client might be looking for us to deliver on and how we might leverage all those areas.
Let me know what you think, and where you’re seeing opportunity in the value chain to improve.
Thanks for all the kind words on the site redesign. Make sure you check out our updated WORKSHOP dates, our special deal on our Mystic Seminars one-day class, and check out yesterday’s post about throwing out the Features and Benefits model of marketing.
I’m still working on an article on the state of the photography industry. Please send your thoughts and ideas on the subject.