Loaded with
marketing tips, success
secrets, spelling mistakes,
'cuss
words, odd-ball ideas and the occasional insult.
For the
professional portrait and wedding photographer.
September
2004
************************************
The Profitable Studio Newsletter
************************************
|
WHAT DOES IT FEEL LIKE TO MAKE
$60,000.00 IN SALES IN ONE MONTH??
A
frank discussion on this and many other success and
marketing strategies in this and every profitable studio
newsletter....read on!
|
What's the best thing
you can do for your photography business RIGHT NOW?
Read this newsletter in its' entirety.
**************
Newsie bits
**************
Winners
of the "Guess the mystery liquid contest".
No one guessed it right. But
Charlie Vandersluys (who said it
was pee..c'mon Charles!), Joel Poston, Kelly Crandall,
Sandra Strangemore, Tim Huffman, Janeen Sanders, Stanee Rae Murray,
Lorne Chesal, Darlene Hildebrandt and Travis Stanton all submitted
their best guess.
Good guesses, but no one got it right.
So, I will
give the prize to Darlene Hildebrandt for, at the very least, answering
the who, where, how, what and why. Read on.....
Darlene Hildebrandt writes:
Okay, I decided that is is 1:43am and I can do better than that in my
sleepless delirium.
What – bottled of old stop bath
concentrate, now worth 100’s of dollars......
Where – found in box of old
goodies your Mom found whilst cleaning out your grandfather’s house.
Actually was in secret back room hidden behind the wall in the
basement. Or was that where they found the body – nope sorry,
different story.
How – how the hell should I
know? Or is it “how the hell are ya!”?
Who – partly used by Joseph
Karsh and bought at a garage sales by your grandfather in 1952 for 39
cents.
Why – god only knows why he
bought it. I think maybe he thought is was some sort of household
cleaner like bleach and realizing what it was just stored it away not
knowing what else to do with it. Or tried to bleach his shirt
with it, and after it ate through the sleeve gave up and put it away
thinking it had gone bad.
(Darlene,
would ya email me please. I will send you the prize.)
So what is this mystery liquid?? Not fixer, not film developer, not
something you bring to your doctor....it's a concentrate liquid
cinnamon fragrance for a small fan-blown air-deodarizer in my studio.
Why cinnamon you ask?
Because woman love this smell. Who's my target audience? You guessed
it, the ladies. Studies have shown that this smell is the absolute
favorite. I've purchased several quart size bottles (it wasn't cheap
either, but I got the good stuff), enough to last me
years. First thing that many people say when walking into my studio,
especially women, is "gee this
place smells nice....". Frankly I can't smell it anymore but I hear
this so often I know it's working.
So is this the "one" thing
that brings in clients????? Answer that question with one simple phrase
and I will announce YOU the winner of our latest DVD, "The Ultimate Lighting Tutorial".
James Hodgins and myself just finished shooting and editing this
exciting one hour and forty minute video on studio and natural light.
Heres a hint. It's in my marketings
manual. Several times. So all you system owners out there have the
advantage.
More
news:
Do you live around Toronto? You should attend this. Really. It's
going to be good.....
The
No BS Digital Photo Success Showcase
Monday,
October 25, 2004
How about Phoenix? cuz were heading that way too...
The
No BS Digital Photo Success Showcase
Monday,
November 8, 2004
************
Back Talk
************
Let's look at newspaper amd print ads.
Many feel that they do not work, but with a little strategy and right
layout/content your ad can go a long way.
First thing you need
to ask is, what is the purpose of this ad? Do not
try to pack in so much that your message becomes muddled, vague and
overly generalized. Every ad has but one purpose. If not,
it dies. Just look at most ads, do they actually work at selling?????
Nope! Hardly at all. below I've compared two ads, one I am running in
several weeks and the other is one I made up, but that resembles most
ads out there. Let's analyze:
This ads purpose is to get calls or visits to my website. In other
words, it is a 2-step lead generation ad. It doesn't try and close the
sale, book a session and ask for a commitment. It targets those most
likely to be interested in my servive and then asks them to take
another step. 2 step!
What makes it work:
- Headline..actually the
photographs are the first headline. we can do that since we are selling
photographs. If our style is distinctive, use your work.
- Another headline: "One
Magic...." Kinda vague, sorta poetic, but I believe ties in with
curiosity
- Main copy. Makes the
statement "If you ever wanted portraits that sparkle with love....."..
speaks in the "you". Not me. This is an offer, by the way. Not
specific, but talks to my target, women. Use words like "love" sparkle"
and "magic"....
- Same line, speaks to my
studio, "Sudbury's favorite studio..." not the entire industry.
- "But don't wait until it's too
late......." Urgent call to deadline. This is missing in almost
all ads. Listen, people will procrastinate...almost always.
You gotta get 'em off them rears and get 'em moving towards you.
- Final line "Check
out...". Specific instructions of what they should do.
Now an ad like this has one purpose. To get calls from those who are
interested. The rest is up to me. I could easily loose them if the rest
of the process falls apart. If they go to the website and it does a
lousy job selling, then I loose. If they call and we do a crappy job
selling or are just plain lousy business owners and have lousy service
or telephone manners, than it all falls apart, right. Do you see? This
is a link in the chain.
Now let's look at what most ads look like:
- First glance: Black
background...oooooooo, that's right, we're photographers, black
backgrounds are cool. People get it. They see this and want to call us
right away. I'm joking, in case you think I'm serious. Listen, black
backgrounds do absolutely nothing,
nothing, nothing. It makes it harder to read, and only feeds our
weak and self serving egos thinking we are actually making some sort of
statement. I remember the ad rep at our local newspaper telling me
years ago that he had a really good idea for my ad and that it was no
extra charge. I was excited, thought he actually might have had
something to say that made sense. But then he says with excitment and
enthusiasm ..."We can put your ad in reverse...".
ggggeeeeeeezzzzzz! go away!!!!!
- Headline. "Memories to
..." So weak and speaks to the
entire industry even other industries. Very vague. Not even supported
by anything else. Just kinda floats there. In space. Aimless.
- Studio name. Okay, this
is the main headline because of size. This looks like a giant biz card.
Boring boring boring....no sell, no targeting, no offer, no sell, no
offer, non-specific..when's the last time you called a carpet
cleaning service, or any place for that matter, because they had a huge
headline out of there name plastered across their ad? Think about it.
- Sub head Quality service
and creative photography. Okay, very vague, but at least in the
"Creative photography" line there is some sort of promise. You get
"creative photography"....but it just floats there. No instructions.
Nothing more. Worse yet, where's the proof of "creative
photography"? People are very skeptical. Very. And to make it
worse, they are easily bored, distracted, lazy, etc etc. But they need
proof. And tons of it. This is why testimonials work so well. I try to
use them in my marketing pieces whenever I can.
- LOGO Yuck!!!! IIiiaaaa
hates logos. Don't get em, don't know why people make such a big hoofla
about them. Used to use em at one time, still have one on my sign
from years ago. Logos DO NOT SELL. Plain and simple. So why the big
logo of the guy with the camera?? That's almost as bad as the dentist
with the drill as a logo. Stupid, stupid, brain-dead stupid!
Listen people, people don't give a horse pittoot about you or your ads.
Really. This sounds cold but it's the truth.
We are all,
ALL,
very, very selfish. "What's in it for me?" they ask. You need to answer
this in every marketing piece that goes out.
In other words, why should they choose you, and your studio, over all
the other choices out there available to them?
Give 'em reasons and offers and more
*******
Q&A
*******
Corbin Harris wrote me:
"Rob, I wonder in
your next newsletter if you can discuss your take on albums, especially
the new digital flush albums and layout programs. It seems that
every photographer is pushing his own solution. Usually my first
or second question that I get from a bride is... "how much are
albums?"...."
Good question, here's my best answer. Bear with me....
Years ago when I got real serious about the "marketing" side of things,
which is not coincidental that sales and profits began to soar, I
decided to try very hard to get into the heads of my prospects and
clients. By this I mean to anwer the nagging questions they had, the
running conversation in their minds, whether conscious or sub-conscious
(pre-emptive).
So, I created packages that reflected this approach, and, I also
had a 22 page price list which literally blew them away. It
was like a resource guide, offered up more info than any other studio
and answered those questions in the best of my ability. But there's
more to it. Read on...
There are several things brides look at. Your work, your appearance & personality and
your packages/prices.
FIRST: If you offer up real great wedding photography, not the boring
stuff that was so prevalent in the last few decades, which by the way,
is what many of the brides friends and relatives are producing, or
think they are, and it seems everyone is a wedding photographer
nowadays, than you will have the edge you need to command a desire and
a respectable fee for your wedding photography.
SECOND: If you make a positive impression on them, if they "like you",
if you have enthusiasm and love of craft and let this ooze out of your
personality, than you have a very, very powerful weapon going for you.
THIRD: If your packages produce a positive response, such as a smile
and a nod when they hear you explain them, then again, you're on your
way to closing the sale.
If you have a very narrow selection of albums and styles and you do not
give them choice, I believe you are making it harder for them. That's
why I created packages that, in my opinion, along with my entire sales
process, creates a very positive response and keeps me very busy with
weddings . And bringing home the bacon.
So, what's this all got to do with albums??
My packages have no albums. I am taking them out. Up till now they were
only in some of my packages. And about half my brides chose the album
packages. Which tells me not everyone wants an album. Why force
them? So what I've done is created new exciting packages that reflect
what they want, even if they don't really know what they want,
once they see what I have to offer they realize often enough what I
offer is what they want. (The new packages reflect this).
But wait. I still have albums. What I've done is created a section on
albums and offer even more selection. But they are not in the packages,
they are available as an add-on.
I've taken the album selection and opened it right up. I have the
silver, gold and platinum version.
From a traditional leather bound, to a simple digital 10"x15" Legacy
and the book bound, super deluxe flush mount album. Now they have
choice, are not bound to having to choose an album if they don't really
want one and if they do, they get great
selection.
I don't think the "album" is the holy grail that so many of us make it
out to be. Many brides simply don't want them, especially after they
see the slide show, combined with the dynamic photography, all very
story telling. And if they do want 'em, why not give them choices?
Okay, as to layouts, we do everything on the fly in Photoshop. There
are programs that make this easier, and we are currently looking into
Kodaks ProShots with its templates and time saving software. However,
like any big, fat, over bloated corporation, it's been very challenging
to actually try and get to use the system and figure it out. It is one
of the most confusing interfaces I've seen. But we ain't giving up on
it yet. They (Kodak), in theory, are on the right track.
We have enough digital workflow skills and resources to create our our
album layouts. It's really not hard at all once you learn and master
the basics of digital photography. Check out our digital tutorial system for
more info.
Finally, can you guess where I took
these shots?:
The last two are the GROOMS FATHER with a Nikon d100. Thats the same
camera slung around my neck!!!!
These are all from 2 very recent weddings. Digital cameras are
everwhere.
The day
after the wedding, even that night, the bride and groom and
family/friends
have SEEN ALL THE WEDDINGS PICTURES!!!!!!!
So, what's that mean to me? I better come up with something that they
cannot even come close to producing. Am I going to try the old
"Exclusive photographer clause" on them and get all Nazi like on
everybody???? No. Why bother?!!
I need to focus on me and what I'm doing. Otherwise I'll get all
stressed out and look bad.
If my photography doesn't ROCK!! they have no reason to hire me.
Everyone's a photographer. Even the father of the groom and old aunt
May.
Read more about wedding
photography
marketing here.
BONUS GIFT:
Get the system I am so blatantly selling and I will include an extra,
not advertised, 2 hour DVD of me at a wedding,
over my shoulder video, with the final images so you can see exactly
how this all works and the final "vision".
You will learn a lot on what it takes to stay afloat and succeed in
today's very uncertain wedding photography market.
Send me a separate email when you buy it telling you you want the
newsletter special. (email below)
***************
Success Corner
***************
PPO Professional Photographers of
Ontario
Just got back from an exciting 2 days in Oakville, Ontario for
the annual PPO convention. Are you a member of any association?? Local
or otherwise? I got to a point where I'd been to so many seminars I
seen 'em all. But I still believe in learning. I will till I die. I
belong to the PPOC, PPO, PPA, NAPP, WPPI, and many online forums to
name a few. If you are not feeding your mind you risk stagnating. Hey,
I even study karate, fitness, spanish and many, many books, audio
programs etc etc.....
James was a guess speaker on DWF.
(www.DigitalWeddingForum.com).
It's his favorite place to hang out. One question that came up was in
regards to burning in and his reply was he uses the burn tool in PS.
This astounded many who couldn't some how accept that. Why???? Anyhoo,
the idea here is something anyone who knows custom darkroom techniques.
Basics, over & over...and besides, it works. Seems everyone has the
idea that if you don't have a long convaluted process for just about
all the basics in photoshop than it ain't right.
Frank
McKinney Hubbard was speaking of them when he said,
"Lots of
folks confuse bad management with destiny."
What's
it feel like to make $60,000.00 in sales in one month? I
wouldn't know, but I do know what it feels to make almost that amount.
I believe many of us let our FEARS control our destiny and our ability
to imagine what success feels like.
Do you want to know what it feels like to make say, $5,000.00 on your
most popular wedding package? Or family session? Or whatever??????
Here's a cool technique. Go to your price list and double, triple or
whatever your prices. Go nuts. Now, print it out. Do this for fun. Work
with on this one. Now take that price sheet and look at it. Hey, weird
eh??? Now put it up on your fridge and make copies for all the places
in your house where you will see it eveyday. Get used to the idea. SHOW
IT TO YOUR SPOUSE.
Most of all, you are getting a
CMP...clear
mental picture of your success. That's where it all starts. In your
head. Put the right tools there, and don't let FEAR dominate.
Courage
is not an absence of fear, but going ahead anyway in spite of the fear.
That's all!! And when you do that you become a better person for it.
And you allow success and CMP to come in focus.
"Discipline
is the foundation upon which all success is built.
Lack of discipline inevitably leads to failure."
Jim Rohn
The
Newsletter ARCHIVES are
up.
That's
it for now folks! hope you enjoyed my bi-weekly rant.
Thank You
Robert Provencher
Hold on to your hats and take names! I
will tell all! Muchos gracias!
***********************
Email me: If you're
excited, euphoric, lost, confused, happy, sad,
depressed....
I'd love to hear from 'ya!
I love a challenge, compliments (true or otherwise), comments,
feedback, ideas, contributions,.........
I reserve the
right to use any and all emails on this newsletter.
info@profitablestudio.com
***********************
Thanks! Robert Provencher
www.ProfitableStudio.com
