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