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You know what, earning loyalty is pretty difficult these days.  Photographers lament the market all the time.  They tell me about how this inquiry fell through, or that client wasn’t right for them.  They tell me that they are looking for clients that really appreciate photography.

Therein lies the problem.

See, a client that really respects photography likes the medium just as much as they might like you, the singular purveyor of that medium.  So being really great at what you do might actually be a problem for you.

The best way I can frame this is to talk about how much I like a great cheeseburger.  Atlanta is a burger town.  Farm Burger, Flip Burger, US Cafe, Fusion Burger, Grindhouse Burgers, Yeah! Burger, etc (and those are just the visible ones a mile or two from my house).  It seems like every day some new boutique burger joint opens up.  So this is a market that really appreciates a good burger.

You would think this would be a burger salesman’s dream.  Now I certainly have my favorite (Yeah! Burger represent!) but when I head out to get a burger I probably pick YB 10% of the time.  Not because I don’t like YB the most (I totally do) but because I like burgers and want to see what all is out there.  I’m more likely to try a new place because I want to see what is new in burgerdom even though I know I love the YB.

Yeah! Burger makes me want to try other burger places even though they are the best.  Because I am a burger fan above being a Yeah! Burger fan.  So when you are looking for clients that love photography don’t expect loyalty from them.  I used to laugh smugly to myself when I had a client come to me for a portrait that had been to one of the more established studios in town before me.  I used to think I must be awesome and those other studios were losing that client to me.

But I was an idiot.  That client loved going to get photos.  I wasn’t better than anyone, I was just lucky enough to be the next in line.  What this means for us is not that we shouldn’t still try to get clients or that we shouldn’t appreciate what we get.  But it gives  us some insight into how we might want to focus our efforts.  First I think we should stop relying on loyalty and repeat business.  Not to say that it won’t happen, just that I think it is perhaps a little too optimistic to assume that we will be the one-stop-shop for a client going forward.  Perhaps this is more of a financial/budgeting issue – make sure you are always generating new business and not relying on loyalty to get you through.

The next thing this tells us is to focus on us and not on what we do.  Don’t look for clients that love photography (or whatever you do) in general.  Forget the medium.  Market and brand you, what you do, why you do it, etc – things that don’t transfer across to other professionals.  If you make them a fan of photography, they might be really interested in seeing what the rest of the photography market has to offer.  If they are a fan of your brand, it is a hell of a lot harder to get that somewhere else.  Plus, someone who doesn’t love your medium can love you and invest in you if you give them a reason to.

What do you think about loyalty?

 

– trr

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Or is the problem how little people want what you do?

You can keep lowering the price all day long.  But if the problem is that they don’t want what you’re offering, then it seems to me that lowering the price is going to make your totally undesirable product generate less revenue for you.  Lose-lose.

If you aren’t booking the right business or enough business I think lowering the price is stupid.  You need to focus on the problem which is how to get people to want what you do. This is NOT a price thing.

I’ve seen a bunch of desperate photographers claim that they have tried everything and they have no choice but to lower the price to draw in business.  They may say they have tried everything, but the harsh reality is that they probably haven’t tried anything.  Just throwing up a website and a Facebook page and printing up a price list is not trying much.

Let’s be clear, when you lower the price all you are doing is telling the market that the thing they didn’t want before is worth even less now –  hardly a compelling argument.  Work on the brand, not on the price.

– trr

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My pal Michael at can you buy Lyrica online recently posted the following tweet which garnered some attention –

“Gimmicks & contests do not create the ‘followers’ or ‘fans’ that you want. You can’t ‘trick’ people into being loyal to your brand.” – @mymusea

You can read his expanded thoughts on the issue in this post – buy Pregabalin 300 mg online

Michael tweeted me and asked for my thoughts on the matter and it is possible that he’ll be surprised with my answer.  I actually agree with Michael’s assessment that gimmicks and contests are sort of tricks to get people to pay attention to you and they probably don’t result in loyal customers.  I also agree that the number one way to grow your business and to get new business is from word-of-mouth-client referrals.

Honestly, I can’t disagree with Michael in theory and yet I’m actually not against these sorts of tactics to drive attention.  Sure, they aren’t likely to produce a wealth of devout followers, but they are a way of incentifying people to give you a chance.

Now, it depends on what kind of business you run.  As a wedding photographer I’m aiming for a very specific clientele and a relatively limited number of jobs per year.  So with that aspect of my life casting the wide net probably isn’t going to satisfy my needs.  But with respect to this blog I could absolutely see the value of a “Retweet this…” style giveaway for something of that nature in order to increase traffic and grow the site to get the message out there.  With one side of my business I have a capacity issue – I can only do so many weddings and I can only do certain types of weddings.  With this blog I don’t much worry about qualifying who is reading – if you’re here I hope we are both happy about it.

We moved to a new city this year.  My wife and I like going out to eat a little too much.  So on the days that we feel like we’ve spent too much that week on going out but we’re still feeling the urge I’ll jump on any number of the discount sites (Groupon, Scoutmob, Sweetjack, etc) and look for a 50% off deal.  On the one hand it gets us to new places we haven’t tried before (win for the restaurant perhaps?) and two it gives us the excuse to get out when we otherwise would have stayed home (win).  Now, to be fair a lot of these restaurants are setting themselves up for failure, because I might be happy eating there for 50% but many I wouldn’t go back to for full price.  But, a certain number make the cut and go on the rotating list of places we like to go.

Now I realize I have railed against discounting in your business and then admitted to taking advantage of other people’s discounts, so note that I have seen the needle peg on my own Hypocrisy Meter.  Nevertheless I feel like those restaurants probably got what they were looking for.  Yes, it would be better to subsist entirely on word-of-mouth, but most businesses need to inject a little more fresh blood into their referral chain every once in a while to keep the current constant.  There was a time in our own business where we subsisted entirely on word-of-mouth.  It was great until we got really busy and perhaps started slacking on the communication with our clients.  They still liked us and loved their work, but they were not singing our praises as loudly.  So we had to get out and pound pavement.

The moral of that story is not to promote gimmicks, just to say that while we all love word-of-mouth you have to be conscious that you must continue encouraging the mouths and from time to time find some new mouths to word about you.  I would caution anyone from feeling above tactics which put fresh eyes on your work.  Having said that (and I would imagine this is Michael’s bigger point) make sure that any tactic you use to draw in new eyes is consistent with your brand values.

Michael closed his article on the topic with the following question:

When you see a company that’s running some sort of ‘give away’ if you sign up or RT it out, does that… 

a) Make you open to hear more about what they have to offer?

or

b) Does it make you think that they aren’t offering anything of value with their regular products, hence the promotion?

How about option c) – it makes me think they are hustling to generate business, and as an entrepreneur in the trenches I’ll always respect that.

Maybe we should test the theory in a way that benefits me (!) – give me an idea for expanding this blog’s readership by way of a gimmick (giveaway a mentoring session, guest spot on a video feature, something crazier – suggest away) and help me define the terms and method for getting it out there and propagating it.  I’ll track performance and divulge numbers and let you know down the road what the results were and how much of a dirty whore I feel like afterwards.

Oh, and check out can you buy Lyrica online while you’re at it – Michael is one of the good guys.  Might I suggest thewhere to buy Pregabalin online

 

Check out the SEXY BUSINESS WORKSHOP – no gimmicks needed

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After last week’s order generic Lyrica online post, we received the following comment/question, that I’ve been mulling over, and wanted to make sure to answer.  My answer became a post in it’s own right.
From Carolyn:
Thanks for posting this. Branding can be a bit confusing. After reading this post, the previous post and comments, it sounds like you would say your brand is essentially your personality? And through your personality/values/likes you make connections and build a relationship with (future) clients which builds trust and ultimately leads them to hire you and entrust their wedding day to you. Does that sound right?

Does personality = Your Brand?

In a word, no.

Well, not exactly.

It’s a part of your brand, but it is not the core of your brand.

Just as you as a human being are multi-faceted, there are layers and dimensions and intrigue surrounding you, so will there be with your brand.

When I think of the “layers” of each of us, personality is definitely one of them, but, really, I think it is a surface layer.  It’s often the thing we lead with – the trait that is the most obvious, especially to those that don’t truly know us.  But personality alone doesn’t tell the whole story.  Regardless of anyone’s quirks or personality, I believe there is something very serious and real at the core for each of us.  Personality adds the color, but it is not what we’re each really all about.

I agree that adding in your values to your personality gets you closer, but I’m still not sure that’s the whole of it.

As an example, I’ll tell you about Daniel.  Daniel’s a highly skilled photographer with beautiful, touching work, on a journey to discover his brand. He attended buy Pregabalin in order to help his journey along.  At the beginning of the workshop, he thought that maybe his brand was his personality.  He loves music, and clothing embroidered with skulls and crossbones, and looks to have his work published in Rock and Roll Bride.  But when we looked at his work, it didn’t at all fit with what we had envisioned after hearing Daniel talk about himself- so all of that surface stuff- all of what he believed made up his personality- actually got in the way of his brand.

On the second day, Daniel got really excited at the idea of creating a very specific product to display his work.  He thought he would create his brand around this product, and that would make him stand out amongst all of the other mere “photographers”.  But Daniel’s work was so much more than the product in which it is displayed.  Branding on a product left out nearly everything that makes him great, even if it might have made him interesting at first.  After thinking about it more, the idea started to feel contrived.  There were just too many objections in his own mind (and in ours),and we all agreed that could not be the core of his brand either.  Plus, branding based on a product that other photographers have easy access to is setting yourself up as an easily target for copycats.  And, not to mention, the whole point of finding your brand is to be incomparable and to stand out to the clients that believe what you believe.

Back to the drawing board.

Finally, we encouraged Daniel to dig deeper, to find the reason why he photographs, and even more, the reason why he photographs the way he photographs- what he sees, what he believes is true.

And as he started telling us stories, the ones that led him to who he is today and what he believes and why, everything started making sense.

Suddenly there was no longer a divide between the person and his work.  Suddenly everything felt connected.  Suddenly it was clear what the couples who should hire him would care about the most.  And, It just felt right.

That is what you’re looking to find for yourself.  The place where it just feels right.

Where there are no more objections within yourself.  Where the ideas start flowing and decisions become clear.  Where you understand what your “perfect” clients care about the most.

Your personality, your values, your “likes” and “dislikes”, your sense of humor, the way you look, the way you dress, the price you charge, the products you offer, the way your website looks, the color of your logo, the look of your logo, your packaging, whether or not you have a studio space and what that looks like, etc., etc. – all of these things give color and life and depth to your brand, but they are not the core.

That’s what I mean by digging deep.  There’s something in there that has the ability to inform everything you do.  And when you find it, you will find a peace in your business you’ve never known before.  And all of your creative decisions will become so much easier.

That’s what we want for each of you to discover.

I’d love to hear if that makes sense for you.

 

-Jamie

Interested in the SEXY BUSINESS experience?  There is still space in the DEC 5-7 Atlanta Workshop

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