Intro by Skip Cohen
Sarah started by offering more than digital files and finishes today by getting featured in the media. And in between that first point and today’s last, she’s hit all the primary bricks in building a solid foundation for your business.
I love all her points, but I’m especially partial to number ten – elevating the experience at every single level. Go beyond Sarah’s examples and consider every touch point in your business. From your website to your galleries, about page, social media, printed material, and even the way you present yourself. It’s everything that your name is attached to. It’s never-ending, but it’s not rocket science.
If you’re frustrated over components of your business you wish were stronger, then step back and take the time to do a few “repairs.” You can’t create images that tug at people’s heartstrings if your own heart isn’t in it!
Being in business isn’t easy today, but at the same time, there are so many ways you can strengthen your brand and create top-of-mind awareness with your target audience. Sarah’s given you thirteen in these two posts, but they’re just random ideas if you don’t believe in yourself.
And best of all, you don’t have to do it alone. We’re an industry filled with potential partnerships, not to mention friendships, and so many of us are here to help!
From Part I:
If you’re going to survive in this economy, you can’t compete in the price race to the bottom.
I realized early on that a low price never really wins: There’s always a “Walmart” doing it for less. Instead, compete in the value race to the top!! There are way fewer people there!
So today, I’m going to give you 13 ways to create VALUE in your photography business.
Remember, value means what people think something is worth. If it’s more valuable than the money in their pocket, they will buy it. If they see it as the same thing as what everyone else is doing, they’re not going to pay more for it.
8. Create a Presentation of Your Client’s Favorite Images (Set to Music)
We want to get clients in an emotional place during the boutique in-person ordering appointment. It creates value when the artwork is presented in a beautiful way that helps them really celebrate the people they love. It’s so different from texting them and saying here is your online gallery…Maybe their kids just got home from school, their dog’s barking, and they look at them fast, not even taking a moment to enjoy it. Then they forget about it.
So creating a presentation like this adds so much value.
9. Offer Framing and Hanging Services
You do all this work to make this beautiful art, so you want it presented well. Don’t send your clients to Hobby Lobby to figure out how to frame this heirloom artwork!! Offer framing and even hanging services if you want, that’s going to increase your value.
10. Elevate the Experience at Every Single Level
25 years ago, I sat down and figured out how I could serve my clients better in the first phone call. Then, I thought about every time I would talk to or see them. At every touch point, how can I increase the value?
From the way I address them and their children, to the things I say in the presentation, to how I talk to them in text, or how I package their artwork… I want to leave an impression.
Every single level has to be elevated because digital file photographers aren’t going to do that.
It’s a completely different experience and it’s worth what you pay for it.
11. Raise Money for Charities
Raising money for charities is fantastic because you’re making money for the charity AND you’re getting exposure to their donor list. It helps generate clients and revenue.
It’s different than just writing them a check or volunteering your time (both of which are great things to do, but what I’m talking about is building a relationship with a charity where they talk about you to their donors).
Businesses that give to charities are worth more than businesses that don’t.
12. Partner with Respected Businesses in Your Market that Share Your Target Audience
If you partner with a top local business in your market, do a fundraiser for charity, do a fun holiday walk, or do something else to create an experience, you’re worth more in your community. You might even be featured in a magazine or in the press when you do these things!
13. Get Featured in the Media
This happens a lot for businesses that are worth more!! When you learn how to do things that are newsworthy, and how to pitch them to the media, then you wake up to a full-page article in the newspaper! When it’s there in print, you will feel so valuable and the people in your area will see you as being more valuable too.
So those are my 13 ways to add more value to your business! Once you learn how to do these things, they become second nature.
It’s like any skill that you want to learn. You practice, you get coaching, and you get better.
You can do this!