The number one mistake that I see photographers making when it comes to trying to sell their products is that they are relying on their product to sell itself.
Think about it like this, when you hear a photographer pitch what they have to offer to a potential client, a lot of times they talk about the facts of the offer. They talked about how many hours the session is, how many photos they give back, how quick of a turnaround time they have, or even the location they’ve chosen. The problem with this is, every photographer does this. Every photographer can offer a 30 minute session with 5 images. It isn’t unique nor does it allow them to stand out in a client’s mind.
The reality is though those pieces of their offer are just facts. People cannot connect to facts like they do emotions. Trying to sell through the idea of a fact is going to make your job a lot harder because most times clients don’t actually care about the facts of the offer nearly as much as they care about the outcome of the offer and the emotion that comes with getting their images.
Let’s say you are offering a client a 30-minute session, with five digital images, at a popular local park, for $179. What connection points does that offer actually bring to your client? There’s nothing in there that actually allows your client to feel connected and feel excited about your offer.
If we were to rework this offer and say something like –
Are you ready to get updated family photos to send out with your yearly Christmas card? What about some new photos to hang on your walls that perfectly capture the fun-loving personalities of your children? Or maybe it’s just been a while since both you and your husband have been in photos with your kids, and now it’s time for you all to get behind the camera as a family. Whatever the reason is, my mini sessions are set up for busy families like you to be able to update their photos and while creating new memories with each other! Join me on December 1st and 2nd at Peterson Park quick and fun mini family session to help kick-off the holidays!
Do you see how much more enticing that second option was. We didn’t talk price, we didn’t talk and images, we just connected with our clients and made sure they understand the value of our offer so that way when they hear the facts of the offer they’re already sold.
The reality is that we going into 2020 and the markets are saturated, there’s a lot of noise, and your clients are being pitched offers on a daily basis. You need to make sure that offers stand out by actually connecting with your clients and connecting with their needs and their wants. You will never connect with their needs or wants by stating the fact of your offer. You need to connect with them on an emotional level so that way when the facts of the offer come out, it is basically you just filling them in on the details of the offer that they are already sold on.
When it comes to making sure your business stands out in 2020 this is a tactic you want to make sure that you use as often as possible in your business!
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