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How to Add Value to Your Photography
If your potential customers think you’re the same as all your competitors, it means you’re being viewed as a commodity. This in turn means they are unlikely to choose you unless you are cheaper.
People shouldn’t be able to say, “I could have taken that photo myself.” Photoshop is a great way to stand out from the crowd. Instead of “I could have taken this photo myself” you get “How did they do that?”
Of course, we know that the great skill of a good photographer is that we can take great photos on demand, while a newbie takes a good photo every 1000. Most people don’t understand this, so they offer something they can NEVER do. sets you apart
Simple effects like spot color, sepia toning, and soft focus start to distract you from the standard images most people see. There are many Photoshop actions that can be downloaded from various websites. Actions are similar to pre-recorded Photoshop enhancements where you can give your image the style you want with the click of a button. Simpler actions are free, but more complex actions are paid.
Meet potential clients before they hire you
Meeting with your customers is the only way you can begin to educate them and build relationships. If you now expect your website to do all the selling for you, you are selling yourself short. Only by communicating in person and showing people finished albums and large beautiful framed portraits can you begin to show the value of what you do.
Meeting in person is the best way to convey your personality, enthusiasm and show how much you care about creating something amazing for your client. Most people have never seen a family portrait larger than A4. Show them one proudly displayed in your studio or home office and they’ll open their eyes to what can be achieved.
Present your customers’ photos in person
A big mistake many photographers make is to upload their family portrait photos to a website and leave it up to the client to choose. Psychology tells us that first impressions are lasting impressions, so if a client’s first impression of your photos is on a small laptop screen, it doesn’t show the true value of what you’ve created.
Instead, you should project the client’s photos into a frame with a simple white canvas stretched over it. The frame should be at least 30×40 inches so that the customer’s first impression is dizzying.
Be careful how you talk about your photo
The language you use to describe your profession is very important. What image comes to your mind when you say these three words:
I hope you understand that the word “shot” is a very derogatory way of referring to a photograph. “Image” also sounds like something of little value. But the word “portrait” sounds much more artistic.
Likewise, you don’t “take pictures”; you “create” the photo.
It may sound like semantics, but how you name your craft is critical to how it will be perceived by your customers. Note that I say “customers” not “customers”. The word “client” sounds much more professional, and if you look both words up in the dictionary, you’ll see that the meanings are also very different.
Never give away free photos
It completely undermines the value of the product you’ve spent so much time, skill and effort creating. If you give photos away, people will think your photos are of little value.
Add the cost of the service, don’t lower the price
Rather than lowering the price to compete with the competition, it is wiser to add more value to what you produce. This allows you to keep your prices higher and also provide your customers with services that other people don’t offer.
For example, if you are taking family portraits, you can explain that as part of your free one-on-one chat, you will give them advice on the best outfit. Or you can team up with a hair and make-up artist to turn the session into a big, fun make-out event with photos at the end.
These are just a few of the ways you can start to stand out from the busy crowd of photographers looking to capture your prospect’s attention. Always think about how you can add or demonstrate value, not how you can cut costs or compete on price. Price competition is a race to the bottom, and someone will always be cheaper.
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