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Don't Waste Time on Marketing

September 17, 2024  •  Leave a Comment

Don't waste time on Marketing - Market Wisely!

In our last blog on the 8th September 2024 we discussed about how it's preferable to have better clients, rather just simply MORE business.  Better clients can make things in your business run more smoothly, with more efficiency, less stress, and less need to market, market, market all the time!

Graphic showing how less marketing can be more effectiveLess Marketing!Less Marketing! If you find something that people really desire and are willing to pay for then you have solved a lot of your problems.  You don't really want to be selling to people all the time.  You don't want to be that market-trader shouting at the top of your voice and saying "come on, you want to buy this, you know you do - look at all the things it can do . . . ".  Sure, these traders are good entertainment in the London street markets, but often people are there looking to buy something anyway.  On the whole, people don't like being sold "at".  I was told in my early days of training in advertising on a small local paper that when people say "no" on the 'phone, they are really saying "please tell me more"!  I disagreed then, and even more vehemently now!  I know I don't like being pushed into purchases, and it may well result in me walking away from something I may well have bought.  Find something that people really want, and they almost convince themselves that they need to buy from you.  You are simply there to offer them the warm reassurance that they are doing the right thing.

Graphic explaining how a single Rolex watch is worth more than hundreds of cheap watchesQuality over QuantityQuality over Quantity So - we know "Niche is Good".  There is a good market for limited editions of many products.

1.  Identify and Refine Your Niche Do your research.  Identify a niche with high demand but limited competition (e.g., luxury wedding photography, fine art portraits, or high-end property photography).  Bear in mind, if you are going after this client base then your work better be exceptional.  If you are charging luxury prices, then everything you offer must be luxurious to match.  Have a high-end website - not a cheap "self-built" site.  Use expensive looking business cards, not cheap & cheerful mass-produced cards.  Your albums, your prints, everything about you must look like it is worth the price.  And NEVER neglect your photographic skills.  There are thousands of "togs" out there - so you need to put real distance between them and you and leave them far behind.  ALWAYS look to improve your photography skills and set yourself apart from the competition.  The Societies of Photographers, for example, offer free photographic mentoring for their members.

Consider the types of photography you excel at and enjoy. It could be luxury weddings, fashion photography, babies or animals.  Your niche should be something you’re passionate about and where you can offer something unique.  It should never be about the latest trend where you think you can make money.  If it's the trend, then others will be doing the same thing, and often willing to undercut you.  Leave them to it.  Find your niche.

Again, Research the Market!  Identify gaps or under-served areas in your chosen niche.  See who your competitors are and what they’re offering.  Aim to stand out with a specialised service that caters to a particular type of client.  If you are the specialist, and offer the quality that others can't then you don't need to market hard, and can also command a premium price.

Understand your ideal clients and their needs.  Position yourself as a specialist in that area to attract premium clients.

I know that perhaps sounds like the complete opposite from what you would think.  You might assume that you limit your potential clients, but that is not the case.  If you try to speak to everybody, you reach nobody.  If you have your specific niche you can use your limited resources (time and money) most effectively.

Graphic showing a Bull's Eye Target audience is worth more than a mass marketTarget AudienceTarget Audience 2. Create a Business Plan!  Define Your Business Model.  Outline your services, target market, and value proposition.  For example, what makes your photography unique and worth a premium price?

Set Financial Goals.  Determine how much you need to invest initially (equipment, marketing, etc.) and set revenue targets.  Factor in pricing strategies that reflect your premium position.  Use spreadsheets to help you focus.  If in doubt, drop us a line.  We help many photographers build successful businesses.

Don't forget your Legal and Business Setup.  Get your qualifications, register your business, obtain the necessary licenses, and decide on a business structure (sole proprietorship, Ltd Co, etc.).  You may also need insurance specific to photography.  Do not use house insurance for your equipment and never forget Public Liability and Professional Indemnity!  We can recommend a really good insurance service, and if you are referred by us then you will receive a discount.  Another reason to get in touch!

3.  Build Your Brand!  Design Your Visual Identity.  Create a cohesive brand that reflects the high-end nature of your business.  This includes your logo, website design, and overall style.  Do NOT get an on-line instant logo that looks flash.  Don't use an on-line template for design and illustration - what you decide on as your identity could well be used by someone else.  Get some proper branding and design advice, and make it personal for you.

Graphic showing the Elements of a BrandElements of a BrandElements of a Brand Develop a Portfolio.  Build a portfolio that showcases your best work in your chosen niche.  If needed, do some test shoots with models, locations, or products that represent the premium quality you want to offer.  Time and money spent now is a real investment in your business.

Establish an Online Presence.   Invest in a professional website that reflects your brand.  Highlight your portfolio, services, and contact information.  Your website should look as polished as your photography!

Obviously, you should always invest in training - and good lenses.  The latest fancy camera is not so important, but the quality of glass you put in front of it matters most of all.  And learn the characteristics of all your lenses thoroughly.  Discover what all your lenses can do at every aperture, and where they fail and what they excel at.  We recommend "Prime" Lenses.  They are faster, lighter and can offer better quality as there are fewer elements of glass inside which can degrade an image.  You should really know about lighting and composition.  Don't rely on editing software to fix things!  If you can get everything right at the time of shooting you will not only look impressive, but you will save time - and money - and be able to command higher prices and not spend hours fixing everything with expensive software!  The way that photographers always used to work - and the way they always charged proper prices!

Finally - know your audience inside and out.  Know everything about them - their shopping, viewing, eating and watching habits.  Know what tickles them and what things they value and are important to them.  Know what they are willing to pay more for.

You don't need fancy things and gimmicks.  You don't need mass-marketing saturation and endless marketing templates saying exactly the same as everyone else.  Be your very best self - know your worth - and keep working, keep training and learning.  Never stop still - you are only as good as the last photo you took.

This is the path that the truly great and successful professionals follow.  It is a marathon and not a sprint - and it won't happen overnight - but do it right and you will have a job you love which will also bring you money as well as satisfaction.

Bergit Barnett photographing a model in a photographic studioBergit Barnett at work in the studioBergit Barnett at work in the studio So, think carefully before you start running away with ideas and get caught up with some hype you have seen on-line.  Build your brand to last a lifetime, and consider carefully how you want to approach and engage with your specific target market.

Do not copy & paste from Chat GPT!  Check your words and spellings.  Be thoughtful and considered and don't sound like all the rest of the photographers out there!

Any Questions?  Of course you have!  Just get in touch - we'd love to have a chat with you about all this and explain more about how it works!

Get in Touch Today!

 

 


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