Photo Marketing Mentor

When I was kid there used to be a commercial that would air every night that asked the question “It’s 10 P.M. do you know where your children are?

I was thinking about that commercial recently and it got me thinking about your clients and customers.

Do we know where they are? More specifically do we know where the ideal ones are?

When I say I ideal, I’m talking about the people you absolutely love to work with.

In my opinion these are the characteristics of an ideal client: Read more »

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It’s been said that is easier to get business from someone whose already hired you than it is to find a new client.

Think about how much it costs you in terms of time (and money) to acquire a new client.

As it becomes increasingly more challenging to acquire new clients (especially in this current economic climate) it is far easier to go back to former & current clients and ask for new business.

Unfortunately many photographers tend to be on the side of the fence where they are constantly prospecting and searching for new accounts. Nothing wrong with it, but it can be an awful time consuming process.

If find yourself in this situation one-way to break free of it is to ask yourself: “How can I serve my existing clients or former clients in new and better ways?”

Use The 9 Steps Provided In This Article To Get Ideas & Jump Start Your Process:

1. Create a list of all of the duties you currently perform for your existing clients

2. Make note of any functions that could be delegated to a third party vendor i.e. web or graphic design, copywriting etc.

3. If  your client don’t require photography services presently consider offering some of the services listed from the list you made in step 2.  These are things that could be supplied by a 3rd party vendor. You arrange the service for your client and handle the billing, deducting your percentage of course.

4. When hired by a new client, give them a “Getting Acquainted” questionnaire supplied in your welcome packet.

5. On the worksheet, ask what other needs they have besides the work that you’re hired to perform. Refer to your 3rd party vendor list when you bid for new assignments or offer additional services. You could also acquire the skill yourself and keep all of the profits.

6. Consider dropping a “I’m just checking in” note in the physical mail, preferably hand written on personal stationary to let former clients know that you’re available should they need additional services.

7. Include any recent articles, press clips, testimonials from previous clients or highlight any achievement or acknowledgement you’ve received to remind former clients why they hired you and why they should consider working with you again.

8. Another option: drop a ‘let’s do coffee’ card in the envelope along with (or in lieu of your handwritten note)

9. Always be developing relationships with potential 3rd party partners so when you have referral your team will be in place.

Bonus Tip:

Take a look at your most recent accounts. Refer to the list you created from tip number one and to start to think of ways you could provide a six month or a year long “Whenever You Need Me Service” program or package to your current roster of services.

Some additional steps to consider:

• First get clear about all of the services you currently provide your clients.
• Uncover what your client actually needs and wants
• Make sure that these are services that could be performed over a pre-contracted (6 months to a year is my suggestion) period of time.
• Line up all of your vendor partners that could perform some of these services (remember you handle the billing and oversee the fulfillment)
• Give it a substantial price tag.  *It should be at least 4 figures and higher.
• Give your package a benefit rich title (clients love exclusivity and special treatment)
• Emphasize the value of the package for example: (save time, save money, peace of mind, added value, etc.)
• Offer it only to your best clients.
• Make it easy for your client to yes.

I personally believe that packages are one of the best ways to support your clients as well as even out your cash flow.

As photography services become harder to sell as a stand alone product/service it’s become increasingly important to expand what you offer and how you service your clients.

With that said I’d love to help you mind the resources you currently have at your disposable. Helping you develop profitable packages and programs designed to increase your value is my speciality.

If you’re confused as to what to offer your clients or how to package them for a higher fees than what you’re currently charging I’d love to support you.

If you want to learn how to design, package, price and present profitable your packages to your clients then it’s time to contact me for a complimentary Focus On Sales Discovery Session

Visit my blog to learn more and to secure an Easy Six Question Application. Either click on the image below or following the link.

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Wow it has certainly been one action packed week!

For starters I began working with two powerhouse online marketers for pro-photographers Blogger & Publisher Cris Mitchell of ProPhotoResource.com, ProPhotoPublishing.com and Photographers Handbook and Search Engine Optimization Specialist & Author Zach Prez.

These amazing and generous gentlemen are graciously supporting me in helping get my message out to photographers by sharing my resources with their communities. In particular my new book: Eye On Marketing: 41 Days From Struggle and Confusion to Clarity & Profits.

The results I’ve seen this week have been nothing short of amazing with many copies sold over the past several days! It is clear that this book is shifting the way photographers and creative professionals create and build connections with their clients and customers.

I can tell you from personal experience that collaboration and sharing what you offer is the fastest way to increase revenues in your business. With that said without question the fastest way to experience similar results in your business is to make a commitment today to do the same.

I feel so strongly about this that I took it a step further!

As I mentioned earlier Zach is a Search Engine Optimization Specialist. But not just any SEO guy, but a specialist for pro photographers. How cool is that?!

Zach works directly with photographers in all genre’s helping them develop dynamic web pages and blog posts that get found, seen and read by their prospects many of whom become paying clients and customers.

Zach offers private one-on-one coaching, in addition to being the author of an amazing e-book titled the Photography Web Guide: 4 Essential Areas To Grow Customers Online.

I must warn you know that it’s a tiny e-book but boy does it pack a punch!

I purchased Zach’s book early last week and have slowly been going through it trying to absorb all of the great advice he shares. As a matter of fact I was so impressed that I reached how to Zach directly and asked him if he would agree to be interviewed by yours truly and he graciously said yes.

So yesterday I sat down with Zach for an amazing interview…. no, scratch that. It wasn’t an interview, it was a training! For example, one tip Zach shared will forever change the way I ‘speak’ about the images hosted in my own personal web galleries, it’s that powerful.

Anyway I could go on and on but instead I would rather invite you hear for yourself what this talented young man had to say. To catch the replay of our discussion visit this link to access the FREE MP3 and when you go there pay special attention to an amazing offer that Zach and I cooked up. I promise, it will literally transform the results you’re currently getting on your website and ultimately in your business.

Until next time, have a productive and profitable week!

All the best, Rodney

PS: There is a time limit on how long this recording will be available. I will be taking it down soon. So if you want to get it you need to act quickly!

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I recently came across a photographer who used a video testimonial on his blog to attract new business and inspired to write today’s post.

It’s been said that the best source of new business is from your last customer. Referral marketing has taken on all whole new personality, now a days new prospects want proof that you’re good at what you do, social proof to be exact and nothing illustrates social proof better than video.

Today collecting on the spot reviews & testimonials of your work, your personality and your work ethic is as simple as whipping out a pocket size camera.  The best part is that you don’t need to hire a film crew, shooting high quality video using off the shelf consumer level pocket cameras like the Mino Flip and the new Kodak Zi8 for example makes it a snap. Even the new generation of digital still cameras have some form of video capture capability.

How to create the video and what makes a good testimonial is the focus of this post for example, all you need to do is ask your current client how they felt about their experience working with you and then record their reply. After you collect a sufficient amount of clips you can lace them together using another off the shelf product like iMovie for example if you’re on a Mac or Video Studio Pro X3 if you’re using a PC.

When you sit down to edit the video just add your contact information on the last frame and you’re done. The following 5 tips will help you create and distribute your new testimonial video for maximum impact.

1.) Ask Relevant Questions Of Your Interviewee’s: For example: What was it like to work with me? What stood out for you from the experience? (Ask them to name specifics) Would you recommend my services to others?

2. Keep Your Clips Short: If your interviewee rambles on just cut down to the gist of the conversation from about 1 minute to 45 seconds if you’re doing a montage of clips from different people. If the person speaking is key and the majority of their testimonial is relevant then consider giving them their own clip, preferably about 3 minutes and under.

3. Keep Your Video Camera With You At All Times: This is especially true when attending events, as you never know whom you might run into. Of course the person you approach must be someone who you have either a current or previous working relationship with; one word of caution (no fake or made up testimonials) this is will ruin your reputation not to mention get into serious hot water with the FCC if you’re ever exposed.

4. Select Audio With Caution: If you insist on adding music on your clips keep the sound level low and the style of music relevant to your audience. Obviously people are watching your clip to listen to the testimonials, not rock out to Pink Floyd (no offense to PF fans). In my opinion music is totally unnecessary but if you insist on it, add it to the opening -or- at the end of your video. Again choose your selection with caution and sensitivity to your audience.

5. Distribute Your Video Virally: First post your video on your blog (if you have one) second on your website. Third spread the video by posting on YouTube, Vimeo and Viddler are three video sharing sites I recommend. Next Tweet about it, tell your Facebook friends or fans if you a fan page (and you should).

Fourth, if you have an in-house email-mailing list (and you should) sends out announcement to your list. Finally ask the participants featured in your video to send out announcements to their network for you. This is a great way to get maximum mileage out of your testimonial.

Lastly I highly recommend using Animoto to distribute your video. Animoto offers a data collection feature called a “call to action button” that appears at the end your video allowing viewers to enter their name and email address. After the viewer enters their info they’re immediately directed to your blog or website.

Animoto charges a fee for this value added service, you can test it for $39 for a month, if works for you, you can upgrade to a year for $249 and release new videos every month. This is an excellent way establish and maintain communication with your growing fan base.

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It is said that is easier to get business from someone who’s already given some, than to find a new client.

Think about how much it costs you in terms of time as well as money to acquire a new client. As it becomes more challenging to acquire new clients (especially in this current economic climate) it is far easier to go back to former clients and ask for new business.

Unfortunately many photographers tend to be on the side of the fence where they are constantly prospecting and searching for new clients. Nothing wrong with it, but it can be an awful time consuming process. If find yourself in this situation one way to break free of it is to ask yourself, “how can I serve my existing clients or former clients in new ways?”

In this article I am going to give you three suggestions you can use to keep your calendar full with additional work from existing clients while resurrecting relationships from former clients for new work. The key is to position yourself as your clients “in house” photographer.

1. Ask - I know it sound simple, but you’d be surprised how many photographers fail to ask for additional work while they are working with existing accounts. There several ways to do this with finesse for example; you can have your new clients fill out a questionnaire at the start of the job. The questions should relate to the job you’ve been hired to do.

Let’s say for example you are an architecture photographer then you could ask if they need printing work done like annual reports and other collateral materials. You could inquire about photographing other buildings or residential properties they have in their portfolio (including interiors).

Once you get to this level other possibilities could include photographing the principal owners in the companies family portraits and events. The key is to allow additional opportunities to flow naturally, but not let them slip through your fingers because you failed to ask.

2. Court former clients you can do this by dropping notes about your interest in working with them again via hand written note cards, handwritten works better because it shows that you took the time to contact them and not just send a form letter. Handwritten letters are often referred to as a warm letters. Think of it like the holiday letter that your aunt writes to update everyone of the families previous years accomplishments and activities.

In addition if you’ve won any awards, received any significant press coverage or been acknowledged in any way there is nothing wrong with dropping a note about your achievements or perhaps even a tear sheet.

3. Offer to schedule a lunch or coffee date nothing gets your prospects attention faster than a face-to-face meeting. As a matter of fact when you send your warm letters you can place a pre-addressed stamped card to inquire if the recipient would be in interested in scheduling such a date. This is great way to follow up with your notes and/or warm letter.

Again nothing demonstrates your intention to be of service than sitting down one-on-one with someone. Remember to keep the conversation focused on their needs, not yours. You don’t want to come across like you’re desperate for work. And finally ask, ask for referrals, ask for recommendations and finally be sure to offer a referral fee or a discount on the next job you do for the person who referred you.

I realize in this article that I have touched on some issues that could raise concerns for some photographers reading this regarding spreading yourself too thin. For example, “If I offer to shoot anything and everything for my clients won’t that dilute my marketing message?” I say, not necessarily. Let’s look at it from two perspectives.

Let’s first address the issue concerning your skills; I mean it may easier for an architectural photographer to shoot portraits than for a wedding photographer to shoot architecture. I don’t know you know your capabilities more than I, the bottom line, if you don’t feel comfortable working in an area outside of your marketed specialty then don’t offer the service.

On the other hand if you are confidant you can execute the assignment I say, go for it.

The second point addresses positioning yourself from a marketing prospective. Let’s say you are an architectural photographer obviously you’ll want your portfolio, website and conversation with prospective clients to be centered on architecture. This applies to any photographer in any specialty.

The key to becoming your clients “in house photographer” is to present yourself as well as you possibly can in your chosen specialty, then once you’re “in” with the client, continue to probe and uncover how you can be of further service. Finally, do, deliver, rinse and repeat.

Bonus Info: Are you an entrepreneurial minded photographer? Would you like to learn how to Attract More Clients & GROW your business in the next 12 months? Guaranteed!

To find out how I’d like to offer you my Client Attraction Starter Kit that includes: a 5-part mini audio course, “5 Secrets To Attract More Clients & Grow Your Photography Business!” Plus a complimentary subscription to my bi-weekly ezine “Eye On Marketing”. You can claim your FREE Client Attraction Starter Kit by visiting: www.Photo-Marketing-Mentor.com

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