From creating a strong internet presence and high-quality, eye-catching mailers to ensuring happy customers and promoting word-of-mouth referrals, this indispensable handbook details the multitudinous ways wedding and portrait photographers can supercharge their marketing efforts to bring in more clients and better profits. Containing a step-by-step guide to the power marketing method—a systematic, proactive approach that takes advantage of the best possible resources available—photographers will learn how to understand their customers, identify their hook, and establish program goals and objectives. Five of the biggest and most oft-encountered mistakes made by both new and struggling studios are discussed, as well as how to establish an effective pricing strategy and become comfortable with self-promotion. By incorporating these proven sales and presentation strategies, photographers will be able to put forth their best sales approach, point out the features and benefits of their product, and overcome client objections to close the sale.
Author(s): Mitche Graf
Edition: Second edition
Year: 2009
Language: English
Pages: 144
Tags: Библиотека;Досуг;Фотография;Жанры фотосъемки;Свадебная фотография;
Dedication & Copyright
......Page 2
Table of Contents
......Page 3
Motivations......Page 6
About the Power Corners......Page 7
Power Corner: John Hartman......Page 8
1. The Wonderful World of Power Marketing......Page 11
What is Power Marketing......Page 12
The Power Marketing Self Test......Page 13
Power Corner: Michael Redford......Page 15
Know Yourself and Your Priorities......Page 17
Recharge Your Personal Batteries......Page 18
Understanding Your Customers......Page 19
Measuring the Competition......Page 20
Identifying Your Hook......Page 21
Stand Out From the Crowd......Page 23
Establish Program Goals and Objectives......Page 24
Power Corner: Don MacGregor......Page 25
What is Positioning......Page 28
Finding Your Niche......Page 29
Content......Page 31
3. The World Wide Web......Page 32
5. Pricing......Page 34
6. Press Releases......Page 35
Other Professionals......Page 36
Past and Present Clients......Page 37
Your Voice Mail......Page 39
Final Thoughts......Page 40
Power Corner: Charles Lewis......Page 41
Luxury Appeal......Page 46
Enhancing Perceived Value......Page 49
Power Corner: Rick and Deborah Ferro......Page 52
An Easy Choice......Page 54
Don’t Overlook Simple Solutions......Page 55
2. Failure to Have a Clearly Defined Hook or Message......Page 56
5. Failure to Price Your Packages to Allow for Costs, Overhead, and the Four-Letter Word: Profit......Page 57
The Five-Second Image Challenge......Page 58
Step 2: The Physical Inventory......Page 59
Step 3: The Marketing Inventory......Page 62
Power Corner: Jeff and Kathleen Hawkins......Page 63
2. Set Aside Brainstorming Time......Page 65
4. Distribute Promotional Pieces......Page 66
8. Contact Your Existing Clients......Page 67
11. Promote Your Web Site......Page 68
12. Send Out a Press Release......Page 69
Power Corner: Skip Cohen......Page 70
Selling Makes the World Go ‘Round......Page 72
An Emotional Process......Page 73
The Power Selling Self Test......Page 74
Why Should Customers Choose You?......Page 75
Shared Traits......Page 77
Free Association Exercise......Page 79
Another Big Secret Revealed......Page 80
Power Corner: Bambi Cantrell......Page 81
On the Phone......Page 85
Questions About Pricing......Page 86
Additional Tips......Page 87
The Ping-Pong Exercise......Page 88
The Planning Session......Page 89
The Session......Page 90
When the Customer Arrives......Page 91
The Importance of Digital Projection......Page 92
The Slide Show......Page 93
Introduce Additional Products......Page 94
Finally, Select the Wall Portrait......Page 95
Step 5: The Follow-Up......Page 96
Power Corner: Tim and Beverly Walden......Page 97
Features and Benefits......Page 99
An Ounce of Prevention......Page 101
Track Objections and Plan Responses......Page 102
More on Phone Skills......Page 103
Overcoming Some Common Objections......Page 104
The Feel, Felt, Found Close......Page 105
Creating Raving Testimonials......Page 106
Conversion......Page 107
Power Corner: Doug Box......Page 108
Educate Yourself and Implement New Ideas......Page 111
Rearrange Your Office......Page 112
Invest in the Best Packaging......Page 113
Manage Your Time......Page 114
What Determines an Acceptable Price?......Page 115
The Power Pricing Self Test......Page 116
Overhead (or Cost-Based) Pricing......Page 117
Competitive-Based Pricing......Page 120
What’s Best......Page 122
Power Corner: Michael Warshall......Page 123
Factors That Really Do Effect Pricing......Page 125
Research Other Photographers in Your Market......Page 127
Close the Gap with Your Pricing......Page 128
Pricing Strategies......Page 129
Special Offers......Page 130
Power Corner: Bill Hurter......Page 131
Adding Benefits......Page 133
The Whopper Package......Page 134
The Smallest Package......Page 135
Added Value in Your Presentation......Page 136
Stand Out from the Crowd......Page 137
Conclusion......Page 138
Contributors......Page 139
Index......Page 140
