One thing I do hear is a lot of photographers complaining that the market is oversaturated with cheap cut-price photographers and it's just impossible to make money in this business anymore.
Well, firstly I do agree that ‘yes’ the market is flooded with cut-price photographers so if your aim is to be in the gutter and at the bottom of the pack then your buggered. Give up now and save yourself the bother!
However, think about it, how many people really want to hire a cut-price photographer and are these the clients most of us want - absolutely NOT.
WEDDING PHOTOGRAPHERS, there’s a load of opportunity out there. Do you think a bride spending over £30,000 on her dream wedding is going to trust the skills of amateur £300 photographer to capture the only memories she'll have of her big day....of course, she won't. She wants the right person for the job, one that will not only give her the images she dreams of but will do it in a way that won’t spoil the romantic flow of her special day, she wants a professional like you.
COMMERICAL PHOTOGRAPHERS - do you think the marketing director of a large corporate hotel firm like Marriot or Malmaison wants to put their trust in some guy who's going to charge £99 to take allegedly stunning images or their luxury hotels for their websites and social media....of course not. These companies have huge marketing budgets and they want photographers they can trust and rely on to tell their brands' story so in turn they can build an engaging audience for their social media and increase booking via their websites.
There are millions of clients out there for all of us, in every price bracket and every niche. In today's world of online marketing and social media finding your clients has never been as simple. It really is a piece of cake, the hard bit is knowing how to communicate with them.
Stop thinking like a photographer, become a marketer first and a photographer second. Learn to know your clients and communicate with them on a personal level, people love that and even more so now in a digital age. It’s a case of ditching the formalities, adding personality to your sales pitches and sympathizing with your client’s needs, above all listen to want they really want.
Build a brand that communicates in values and benefits to your clients. Don't talk about yourself, talk about what you can do for them, give them the answers they need. Be the solution they are looking for and then price becomes far less important.
Don’t just give them what they NEED, give them what they WANT and a whole lot MORE!
You can find out what they WANT by simply asking questions and listening to the answers. Easy as that.
If everyone in the world just bought on price alone then luxury brands would never exist. Now in 2018, more and more people drive BMW, Audi and Mercedes, young girls carry designer handbags and young men wear expensive watches, mothers buy toddlers designer clothes and people eat out at high-end restaurants more regularly than they did 20 years ago.
Stop thinking you'll never make it, you have the photography skill to do it, just tune up your marketing. Stop worrying about the competition because cut-price isn't competition in fact why not thank them, they are doing you a favor. Let them work for the people who won't spend a penny and you market yourself to those who will.
Stop worrying about price and stop undervaluing yourself. Start marketing your brand to the people who'll love what you do and believe me there are 1000s of them out there in your area no matter where you live.
Marketing may sound boring but if boring pays the bills and boring gives you 3 holidays a year and the flexibility to work around your family life, then I know you are going to find boring very interesting.
Start thinking deeply about what it is that makes you different, what makes your photography unique and what benefits you can offer to your clients. Think about your clients in detail and start to build up an exact image of your ideal client. When you've done it then this is who you are going to build your brand around.
If you want me to turn your photography business around with you then drop me a message. My One 2 One sessions are guaranteed to build your business into a successful brand, it just takes a little hard work on your part but I'm there for you every step of the way. Remember a flashy website and a new camera aren't going to bring you success. A great brand, a sound pricing structure, and a cracking social media presence will make you more than enough money to live your dreams.
Whatever you do, start becoming less of a photographer and more of a marketer from today and forget about the competition, they aren't worth worrying about.
Thank you for following. I'd love to hear your thoughts and feedback, Jeff