When is selling ‘desperate’ and how to avoid it in your studio….
“Do not be desirous of having things done quickly. Do not look
as small advantages. Desire to have things done quickly prevents
their being done thoroughly. Looking at small advantages prevents
great affairs from being accomplished.” ~Confucius~
“HI Robert, Firstly thanks so much for giving us smartshooter
viewers great tips about website sales.Very generous of you.
Now I have a question about offering specials. Usually
specials are associated with desperation, failure to sell based on
talent.
Imagine a doctor offering 20% off an annual check up. Most of
us would be suspicious of a doctor who needs to resort to price
reductions and coupons.
What about telesales: calling residents and businesses in the
area with photography specials?
What’s wrong with that? But does it not send out the same
message: I need you to come to me because I cannot get business to
flow to me: Thanks for your thoughts on this. Lawrence.”
Thanks for your email Lawrence and you’re welcome.
Me thinks you’re referring to shootsmarter.com, not
smartshooter.
(As many of you know I am a monthly contributor to Will
Crockett’s shootsmarter.com, one of the best and most
comprehensive photography resource websites available anywhere-
Lawrence is referring to last months article that I wrote on web
design 101)
All spelling aside, of which I am a huge offender so don’t feel
bad, let me address your question.
First off, I don’t agree with you on your observation that
specials are based on desperation. I have seen many doctors, not
family docs, but plastic surgeons and chiropractors use very
aggressive offers and pitches.
Perhaps regular doctors don’t really need to market, given
their position, authority and the momentum within the institutions
they serve in. Bottom line: docs are a bad example for comparison,
but your point is taken: reducing price= desperation.
Offering a reduced price, is done alone, is weak and makes not
a marketing strategy. Using simple concepts in conjunction is key.
Of course, you need to take a certain approach, and the very
best angle is a classic advertising fundamental known as “Reasons
Why” advertising.
This is a simple concept. Tell people why you are offering the
special, and in their minds, deep in their sub-conscious, a few
wheels and gears go click and whirr and all comes together to make
perfect sense.
(If you want to research this more, there is a huge amount of
proof and research available. One of the best books ever written on
this topic is by Robert Cialdini, Influence: The Psychology of
Persuasion. By far one of my favorites. Also, Reasons Why
Advertising by John E.Kennedy, is a must read classic.)
I would dare go the complete opposite to your statement. You’re
suggesting that selling based on talent is the way to go. Frankly,
I don’t see that working at all. Where’s the angle, the reason, the
urgency, the benefit, the offer? Talent is cool, but in the minds
of most, you need to PROVE it. And still explain why. Saying
because “I’m talented” ain’t enough.
A doc, or anyone in any business for that matter, needs to
explain why acting on their offer would make sense. Creating a
better price is one angle. But, pile on top of that the major
benefits, and you have a winning combination.
Selling based on creating an offer that is, first off,
applicable to that audience (called targeting, by the way), is
attractive to that target and is time sensitive is the main key.
In other words, the offer must make them salivate. Get their
greed glands going, and is (a great deal is one of the mostest
bestest ingredients) going to get them off their butts. Time
sensitive. But again, explain why and the major benefits.
Besides explaining to them WHY you are having the offer, using
fear of loss (time sensitive deadlines) is one of the most powerful
human motivators known to mankind.
Read the book: “SWAY: The Irresistible Pull of Irrational
Behavior” by Ori Brafman for ample proof on exactly how powerful
this is.
When I interview a wedding couple, after I give my complete and
most compelling story, I tell the couple that I can’t guarantee the
date if they wait. This triggers fear of loss. Assuming I did a
good job, connected with them and created enough desire for my
service. Sometimes, I sweeten the deal if they act now.
None of this is acting out of desperation. Nor is it perceived
as such.
I offer many specials throughout the year Fairy Day, Rock Star
Day, Senior specials, Babies First Year Wall panel, gift
certificates, Mothers Day specials, 5 Year Family Plan, Kreative
Kids Klub….on and on…..
Does a doc need to create such offers? I would think not, so,
again, a doc is a bad example.
But why not an optometrist for example. I’ve seen some of the
best in our area offer two for one and 50% off deals. I don’t think
anyone perceived it as desperation.
Telesales: You mentioned this one. I only seen telemarketing on
a few occasions for photography pitches. I know for a fact that
they work. Maybe not so much in todays world where there are too
many restrictions and rules. But, we occasionally call our past
clients and tell them about an upcoming offer, so to some degree
this can work.
But, using telesales as an example is in my opinion a lousy
one, since so few, if any, actually use this technique. So to use
it as an example almost makes it redundant.
Sadly, one of the main reasons most don’t call is because their
not motivated enough. This is a nice way of saying they’re lazy.
One photographer I know, Dale Powers, emailed me for advice on how
to approach those who entered a draw for a family portrait at a
local display he had put on a few weeks prior.
We created a consolation prize letter (free session and 8″x10″)
to everyone who entered, and the idea was to mail to them all. But
Dale wouldn’t wait. Instead, he got on the horn and called and
called and called and booked and booked and booked…..
In my opinion, the only time a marketing move would come across
as desperate would be when any of the above mentioned ingredients
were lacking. When there not enough spoken, or said, or explained,
then it leaves too much in the minds of your potential leads to
fill in the blanks.
You must take them by the hand and walk with them. Lovingly.
Added to that, if indeed someone actually, in reality, were
truly desperate, for whatever reason, then this would put them at
the highest risk of being perceived as, well, desperate.
Being in business means understanding how to marketing, sell,
connect and truly grow your business. This takes a load of guts and
determination. Not to mention imagination and innovation.
Often, in the face of desperate circumstances, it takes oodles
of fortitude to stay focused on what we truly desire. Our own
personal vision and dream. When desperation becomes bigger then we
are, this is the true danger zone.
yours in photography,
Robert Provencher
We shoot sexy….
“Desire is the key to motivation, but it’s the determination and commitment to an unrelenting pursuit of your goal – a commitment to excellence – that will enable you to attain the success you seek.” ~Mario Andretti~Last week I was in Chicago running the three day, No Bs Photo Success
Inferno. This was our 5th such Inferno, and many members told me it was
the best yet.Although I am exhausted, I always learn tons. I personally believe that no matter
your age or experience or achievement, learning is the BEST thing you can do for yourself. So I benefit, as well as those who know
and understand this idea.It keeps you sharp, prosperous, motivated, less inclined to complaining, and
inspired.One person who inspires me is a guy by the name of Danny Rabalais. I met Danny
a few years ago. He attended as a student our five day course at Niagara School
of Imaging. He flew all the way in from California. Now that’s dedication!Danny has skyrocketed his photography business. And I mean into
the stratosphere skyrocketed. Anytime someone complains or blames,
I think of Danny.He’s the guy who personifies the saying:
“Ready, Shoot, Aim…”He’s had more success, and opportunities in the last year than you can shake a
stick at. But, opportunities aren’t chance. He helped move things along
by getting it done. Action. Speed. No excuses. Move, move, move!!!You see……
The universe loves speed.
So it should not have come as a surprise to. It did, but it should not have,when I asked Danny to speak for three hours at this Inferno, that he would
go above and beyond…..crazy stuff….keep reading.First off, Danny has never spoke at any event before. But I knew in
my heart that people would love him and his wife Dianne’s message.They are down to earth. Successful. And most folks can relate to them.
This makes them excellent choices to go see and learn from. But Danny and Dianne took it up a notch. They did two things:*ONE: they ran their own 6 hour event the day before, limited to 12 people, on
shooting boudoir portraits. Danny told me the demand was so great he could have run another easily. I popped in occasionally on his class, and after witnessing him and Dianne, and hearing what the other attendees had to say, I believe he could have charged double or triple what he did. It was THAT good.*TWO: Danny and Dianne completed a full manual and DVD based on
his style of boudoir photography. How cool is that. They managed to create,
book out, and publish and manual and DVD all within a few months prior
to the inferno.
Did I mention the universe loves speed?In the end, did Danny and Dianne hit a home run? All the way out of the
park! Into the next county I might add.Two very important point I want you to understand here. One, when
you want to do something, just do it! Take Danny’s cue:
Ready, Fire, Aim!
You’ll figure it out. And two, if you want to learn how Danny and Danny get those
amazing boudoir portraits, get your hands on their manual and DVD.I have not seen a more specific, down to earth, this-is-how-you-get-er-done,
complete set of instructions on shooting boudoir photography than Danny and
Dianne’s manual and DVD.You don’t have to fly a thousand miles to attend a live event. It’s all in there!Here’s a few pages as sneak peek:
In this manual, Danny tells it like it is, in a straightforward, down to earth,
no-nonsense style that most of us can relate to.To get your hands on this amazing manual and DVD, simply go to their website.
I DO NOT make a single dime on this plug, so you know. I simply believe that
if you want to master this style of photography, this is what you need.Nothing more.
Cool?
To your success!Yours in photography…Robert Provencher
HOT NEWS: The Earn Over $5,000.00 a Day Shooting Fairies and The Platinum Club Photographers Marketing Newsletters and Audios are available as instant download.
Email from Natanis…
Hey Rob!
Are you bold enough with your photography studio marketing?
Are you bold enough with your studio marketing? Or are you boring, stale, dull, lifeless and sterile like most business's out there? The biggest mistake you can make in marketing your studio is to be boring...zzzzzzzzzzzz.... This happens when we are afraid to offend, hurt or upset some group, peer or afraid to look cheap, brash or to the point. We then suffer from the copycat syndrome and we start to be clones of big business corporations and every other photographer out there. We become victims of the media reps who try and sell us 'image' ads. D-uh.... This is called marketing incest- it gets dumberer and stupider as time goes on. Do you want to know the biggest, meanest most successful marketing strategy I ever used? And it built me a huge business photographing babies still does to this day, 11 years later.... It was a one page, two sided, black & white photocopied sales letter. And I used the biggest, ugliest stamps I could get, and often plastered stickers all over it. Ugly. But it worked. It communicated with people (targeted of course) and jumped right out and grabbed them by the ears and asked them to buy. And buy they did. Listen, you can't be shy when it comes to getting the word out there about your studio. Michael Ayers gets razzed by his fellow Rotarians for being the most blatant self promoter. Hey, can you argue with his success, can you? Being boring IS the biggest mistake in marketing. Copying others and, God forbid, trying to look like a big corporation. (why would anyone in the right mind want to look like a huge, lifeless, soulless, cold and dull corporation is beyond me. Make some noise. Don't be shy. Get loud and be heard. Talk to people like they are people. That's how I spoke in all my studio newsletters that I'd send out. People resonate with people. Not politically corrected, sublime and boring marketing.
How to develop and bring a sparkling, enthusiastic and energetic personality to each session!
Just posted this new article in the articles section…..
By far, one of the most petrifying experiences I ever had was years ago, when I was 20, at an Amway meeting (yes, I was in Amway for about a year– it was in retrospect one of the best things that happened to me. Not because of the company itself– I personally am not crazy about network marketing set ups, often referring to it as capitalism on steroids, unless they have a solid product, process or service– but because it exposed me to some of the best training and success tools, books, people etc ..), where I was scheduled to give a 2 minute speech on a particular product.
I walked to the podium, placed my notes on it and both hands on either side of the podium and commenced to freeze up. Oh, I also started hyper-ventilating. It was awful! I stood there, paralysed, breathing so heavy they could hear me way at the back of the room. All I could think of was the fact that there was an exit door behind me and to my left. Run!! Run now!!! Escape, get the hell out of this hell you walked into.
(NOTE: Let me get this clear to you, because I know some of you will understand this from a totally distorted angle: I was not freaking out because I was in Amway. I was freaking out because I was in front of people, all eyes on me. You know, public speaking stuff.)
I stood there for about 30 seconds, frozen, heaving, while the look of horror on those in the audience increased by the second. Eventually, I started reading my notes. I literally speed read every word, not once daring to look up. Then , when done, I read my last line which was “Are there any questions?” As soon as I said this and actually looked up, and looked out at the audience, an immediate sense of relief came over me. Not only because I was done, but for some strange reason seeing their faces put me at ease.
That was the first and last time I ever froze-up in front of an audience. Years later I joined Toastmasters and started learning and experiencing the anxiety and fear of public speaking in a controlled and workshop environment. I still felt anxious, scared to death, knees knocking, stomach like a tornado of butterflies, but with persistence and practice I managed to line up the butterflies and get them to fly in formation.
It took me about fifteen structured speeches in that period of my life before I actually started to feel confident. And that feeling of confidence was just the start. That was kindergarden stuff compared to the skill-level I feel today. I was just starting to feel confident.
What does this tell me? It tells me that getting good at something takes time, application, practise, persistence, and a whole heap of willingness to move through the fear. Fear will ALWAYS be there. You just have to be willing to move ahead in spite of it. I had a desire to get good, and I was willing to pay the price to achieve that.
Okay, lean in and listen carefully. I want to tell you something of paramount importance. Most folks won’t ever understand this simple idea that I am trying to convey to you. They go to their graves never having explored and revealed their true desires, skills and talents, forever happy with the safety of whatever rationale and excuse-du-jour works for them and soothes the anxiety and bubbling fears that attempt to rise up. Their rationale is like a balm that temporarily calms the spirit and passions, forever locking them up. They actually believe that those fears are like dragons trying to escape from behind their self-imposed steel bars, and when set free will destroy everything in it’s path.
Not so.
Here’s the truth: The fact is, 99.9999% of us are NOT born with that much talent or skill. Of course, we may be predisposed to certain areas, like having a great voice, or we may even have a great funny bone because we grew up with funny parents, but for the most part we need to face up to and break through the self-imposed rational layered fears and start the path of self-discovery. Let the curtain rise, so to speak.
I say this because we are photographers and being a photographer means being able to communicate with people. The number one source of fear and anxiety has to do with communicating with people. If you overcome these fears by whatever means, experiences, challenges or practices available, you will let your personality shine through. You only get there through work and practice. There are no shortcuts or easy roads, so you may as well accept the challenge.
When fears and lack of confidence take over and create roadblocks for you, it only means you lack the experience in that area you are struggling with. For many of us, it’s two fold. Dealing with people, of all ages, in many different scenarios, many of which are high stress IE weddings, multi-generational family shoots, and, gulp, the 2 year old session, and, dealing with the technical side of things.
You must know how to direct and lead with confidence, plus, you must be aware of lighting, composition, posing, expressions and wrap all these things up into one big zen like ball that personifies you, the photographer, who all are willing to follow, enjoy being around, having their photos created by, and when all is said and done, they say: “that was fun!”. And you have the knowledge and confidence and knowing that you did your best, created some kick butt images and ultimately are heading to a nice, beefy sale.
You only get there one way. Practice. Hard work. Challenge your fears. Keep growing. There are no manuals, workshops, tips, steps, seminars that will replace the work YOU must do to achieve that blissful level of confidence that radiates from within you. You, and only you can climb that mountain, slaying the dragons as you climb. Hard? Yes. Worth it? You bet. More than I could ever explain. You end up with a whole new side of you, a whole new skill set that never goes away. It’s for life!
Email from Jill
Hi Robert,
My name is Jill Luckett and I own Luckett Portrait Studio in Baton Rouge LA. We have been in business since 1956 (before I was born).
I am telling you this because I have been doing this forever and I have heard 100′s of speakers and teachers throughout the years, but I have never found one as motivational as you are.
Whenever I get an email from Nobs I can’t wait to open it and see what you’ve got to say. When I feel that inevitable sense of fatigue, ( maybe from doing this for over 30 years or maybe because I need more vitamins) I can always count on you to pump me back up.
I have saved all your emails since the first one I received at least a couple of years ago which is kinda funny considering the last message about sitting at the feet of the gurus. However, when it comes to motivational gurus, you are the real thing…..
With genuine admiration,
Jill
******************
Thanks Jill….appreciate the comments…Rob
HOW TO CREATE KICK-BUTT IMAGES FOR PRINT COMPETITION Part One
Awards are only a publicity gimmick.”
~Tony Randall ~
….starting with her email
I decided to enter my first competition prints this year at the provincial
APPA…I am struggling a bit with the rule of thirds. If I follow the rule, the
image is not centered/symmetrical with the background and I feel it may look
weird and “off”.
I have attached 4 images, and hoping you could take a peak? Don’t be afraid
to tell me how it is, I have a box of kleenex handy and will get over it
I’d love any input. Kinga.”
excellent. For competition I’d lose the baby and the bride looking at the camera.
Nice, mom would love this, judges would yawn…..btw, rules of third aren’t etched in stone. some images need to go in the center whenever that’s what works….
One of the easiest ways to get free publicity is by winning awards at print competitions. Throughout the years I’ve won my fair share of ribbons and plaques and have a wall plastered with them. I received a lot of publicity and here’s what I’ve discovered works in print competition…
First off, print competitions are rarely a reflection of the real business world of running a studio. It is a universe unto itself and the rules are unique. Think about other competitions in other areas such as the academy awards or dog shows or figure skating or karate tournaments or horse shows or whatever, where the guidelines are based on unrealistic and sometimes bizarre views, and the only thing that matters is how technically correct the presentation is.
If a hunting breed takes top ribbon at a dog show, does that mean he’ll do well in the field under realistic conditions? No guarantee. If a photographer pulls off many first place ribbons, does that guarantee him or her business, success, satisfied clients, or great looking photographs under realistic circumstances? Not a chance.
The rules in competition can seem very odd, strict and a true antidote to creativity, however, they are set up with solid intentions and you will benefit immensely if you go in with the right mindset. But recognize them for what they are: an aspect of your photography career that ought to be given your utmost attention, but not the end all be all.
You can’t take ribbons to the bank or have them create clients for you. But you can get some media attention and this, (besides the great training you will receive photographically, and the fact that you will be tempered by the critiques and “toughened” up by the mean old judges when they score your prints less than what your babies deserve…) and media is a great way to position yourself as a respected artist in your community.
Do you need sneaky, forceful sales techniques to sell your photography and make tons of dough?
~Jim Rohn~
Robert Provencher
P.P.S.Want to spend three days with us? Check out the Inferno in Chicago April 19-21, 2010
Boldly go where no one dares
“I find it fascinating that most people plan their vacations with
better care than they do their lives. Perhaps that’s because escape is
easier than change.”
~Jim Rohn~
Well, a new year is almost upon us. Which can only mean one thing. Time to gear up those goals for 2010!
….okay, okay, before you hang up on me, and jump to the ‘oh, here he goes with another rant on New Years resolutions’…., hear me out. This is vital to your success.
This is so vital, that I always felt that few really got this. And those that do, succeed!!!
I always felt that most struggles, most challenges, most ‘lack’, and pain in our lives, our countries and in the world, is because of one primary reason. And can be easily solved if you know this reason and do something about it.
I don’t mean to get existentialist on you, but this does make a load of sense, in a general sort of way. What am I talking about?
Most problems and challenges can’t easily be solved by one simple idea: create a vision of where you want to go.
I am not talking about wishful thinking. I am talking about having a clear idea of where it is you want to go with, whatever is your scenario. Is it your photography business? Your health? Your bank account? Your photography skills and talents;or lack thereof? on and on….
Whatever it is, when you decide to create, in your own mind, a better place, (here’s the key) in the future, then you move towards that.
You will be challenged, you will meet roadblocks and you will get curve balls thrown at you. These, in my opinion, are all tests, so to speak. Challenges. Tests.
Hey, if this was easy, everyone would get it. And we’d all be in a better place. But not to be.
Most people who buy educational programs at events and workshops don’t even get past the first audio CD (or cassette- depending which era you bought yours in and opened that one and only first cassette).
I am convinced right to the very last atom in my body, right down to the tips of my toes, that you can make progress if you put into place a solid plan of where it is you wish to be, say next year, next month, within the next five years, and define what your entire lives’ purpose is.
This requires a certain amount of work, responsibility, faith and, wait for it, that word again- imagination.
Most of us can’t do this. We can only see day to day. Eat what you kill this week. Never mind next week, let alone next year.
When you look at all the great success’s and movements, you will always see a plan that was put into place. From D Day to flying to the moon to every successful studio, they all had plans and goals that were put down on paper and taken action on.
My secret weapon is the fact that I know most people are too lazy, uninspired, lacking in ambition, prone to resting on their laurels, prone to resting on their ‘excuse du jour’ to really go out there and make a difference.
When I mail out newsletters to all my studio client data base for example, I know I have something that all my competitors do not. What is that ‘something’ you ask? Simple. The fact that I’m actually doing it. Making it happen.
Most won’t.
So, you have within you the ability to grasp something that most won’t even get a small step into. All you gotta do is decide what you want, get clear on it, create some goals based on your vision, and be committed. Don’t get bogged down or distracted by that ego induced voice in your head that’s trying to get you in a safe place.
Be in the small percentage of those who are brave enough to move into their own futures and boldly go where most dare not.
And what better time than now to get started. A new year is soon here.
2010 can be the year that you make it happen.
Here’s an interesting idea, in case you’re struggling with this: What areas are most lacking in your life and you know you could use some help in? What excuses do you typically lean on to procrastinate?
Be honest.
Take those areas, make a list and make a goal out of each one.
Even excuses and weakness’s can give us opportunity to, as Napolean Hill said in the greatest success book of all time, Think and Grow Rich: “Every adversity, every failure, every heartache carries with it the seed on an equal or greater benefit.”
Your struggles, your problems and challenges are really opportunities. Unless you want the easy way out. No work, no pain, done for you, like your mama when she used to feed you, wipe your butt and change you.
Well, those days are long gone, and to want the easy way out is still at that level of maturity, or immaturity.
Put on your big boy/girl underwear and go get er done!
Besides, it’s a load of fun. I have too many experiences in my life and from others who have had similar success to doubt that this works.
Wanna hear the number excuse for failure? You’re not going to believe this. It’s truly insane and must be straight from the land of the morons.
Are you ready?
Here it is. The number one excuse I hear most often is: “I don’t have the time to read/do all that stuff.”
Really?? I bet you have time to watch TV every night and you know all about the latest Britney Spears meltdown.
People who use excuses like that are really saying: “I’m poor. I’ve decided to stay that way, so don’t even try to help me.”
Listen, I’m not trying make anyone feel guilty here. Guilt is a negative emotion. If it kicks you in the butt and inspires you to get on to better things, fine. But to stay at the guilt level will not create permanence. I have a whole lot more to say on that and the ‘holding back your success’ powers of the ego, at a later date.
I also don’t care if you’re just starting out or been at this many years. There’s always room for growth. Again, school is never out.
Granted, many photographers get away with an over exhibition of arrogance and ego, but we can get away with it in in this field. People will still love you, because you make them look good and you have such a cool artistic eye.
However, why not have the best of both worlds. Be prolific in your art and photography, and be progressive, a renaissance, so to speak. Zen like. And., of course, prosperous.
Here’s a gift for you. I’ve nagged you enough so I feel I should give you something concrete to help you resolve this. GO HERE and download this pdf file.
Then print it out. This form will be one of the most powerful excercises you will ever do.
Trust me on this one.
Pay close attention to the list of ten issues. It has within it the power to reveal to you where the key is that will unlock the doors to your future. If you are willing and if you are daring and bold enough to go where no one has gone before…..
See you on the other side!
yours in photography,
Robert Provencher
