A SHORT MESSAGE
Attention Photographers: Yes, You! This Message is for YOU!
Being exceptional in your niche is just the beginning of your journey to success as a photographer. However, even the most innovative and impactful service can go unnoticed without effective sales and promotion. Yes, even luxury brands like Lamborghini are marketed — they just target an audience that you may not be a part of, which is why you don’t see their ads.
Before diving into why effective sales and promotion are crucial, remember this: If you want to make money from your photography, you need to start thinking and operating like a business. Let’s break it down:
1. Awareness
No matter how talented you are or how stunning your portfolio may be, potential customers can’t purchase what they don’t know exists. It’s your responsibility to make your work visible. Consider putting up billboards in strategic locations. If that’s out of budget, print posters. No budget for that either? Turn to social media marketing. The point is simple: you must ensure that your potential clients are aware of your services.
2. Value Proposition
What is your value proposition? It’s a concise, clear statement that explains how your service benefits customers. A great portfolio alone isn’t enough. You need to communicate the unique value of your photography — how it solves a problem or enhances the lives of your clients. Think about it: The value proposition of a water company isn’t just about quenching thirst. It’s also about providing safe, readily available water so that consumers can fully enjoy the benefits. Similarly, your potential clients have fears, needs, and desires. You have a fantastic product and you know its benefits — now, you need to communicate that clearly.
3. Building Trust and Credibility
The photography industry is highly competitive. If you’re not securing jobs, someone else is. That’s just a fact. If you’re not actively promoting yourself, someone else is. Your potential customers are bombarded with choices. Do you really think you’re the first photographer they contact when they’re in need?
This is where sales and promotional strategies like reviews, testimonials, and social proof come in. These tools help build the trust and credibility necessary to convince clients that your photography is worth their time and investment.
It’s not just about being the first photographer a client thinks of — it’s about being the best. Yes, your photography is excellent, but if you’re struggling to gain traction, it might be time to INVEST in sales and promotional strategies. This is the secret ingredient that can take your business from good to thriving.
