Photographers - Simplify to Succeed
While there are many photographers who offer a wide variety of services and products, many make the case (and have succeeded by so doing) that by simplifying their offerings they are able to increase their profits.
This article lists a number of advantages of which a photographer can take advantage when he simplifies his offering.
1.
In the sales room when you want to help keep your client using the right side of their brain.
You want them to focus on your art and the value of your art.
Once they begin looking at a number of options your clients will switch to analytical side of their brain.
In this mode they will not be able to help but focus on price.
They stop listening to you with the heart and begin listening to all of the details.
Tell your clients when they buy a car they need to analyze the details and that you understand that.
However, photography is art that portrays relationships - not mechanical modes of transportation.
The value of a photograph is not the canvas or the ink or the type of finish.
The value of a photograph is the representation of a loved one.
That is what they are paying for.
When you focus on the type of varnish and canvas etc, you are not focusing on the real value of your work.
Is it any wonder that by doing so your sales will drop? 2.
When you simplify your price list, the amount of text needs to be reduced.
You can use the extra space on your price list add images.
This has the advantage of keeping people using the emotional side of their brain instead of the analytical (see above).
One effective way to simplify a price list is to charge the same amount for a variety of print sizes.
Create prices for groups of sizes instead of individual sizes.
This often has the added advantage of guiding people into purchasing larger sizes.
3.
When you are making up your price list do everything you can to make it easy to understand.
Read over it several times and remove anything that is not clear.
Remove any "filler" language.
Have friends or family (who are not involved in the photography business) read over it and give you some feedback on what is not clear to them.
Remember there are terms and expressions that photographers are familiar with which most people just don't know.
Your friends and family will be able to help you identify those terms.
The photography industry is competitive.
By simplifying the offering of a photography business, the business can focus on the real value of their work - their art.
This article lists a number of advantages of which a photographer can take advantage when he simplifies his offering.
1.
In the sales room when you want to help keep your client using the right side of their brain.
You want them to focus on your art and the value of your art.
Once they begin looking at a number of options your clients will switch to analytical side of their brain.
In this mode they will not be able to help but focus on price.
They stop listening to you with the heart and begin listening to all of the details.
Tell your clients when they buy a car they need to analyze the details and that you understand that.
However, photography is art that portrays relationships - not mechanical modes of transportation.
The value of a photograph is not the canvas or the ink or the type of finish.
The value of a photograph is the representation of a loved one.
That is what they are paying for.
When you focus on the type of varnish and canvas etc, you are not focusing on the real value of your work.
Is it any wonder that by doing so your sales will drop? 2.
When you simplify your price list, the amount of text needs to be reduced.
You can use the extra space on your price list add images.
This has the advantage of keeping people using the emotional side of their brain instead of the analytical (see above).
One effective way to simplify a price list is to charge the same amount for a variety of print sizes.
Create prices for groups of sizes instead of individual sizes.
This often has the added advantage of guiding people into purchasing larger sizes.
3.
When you are making up your price list do everything you can to make it easy to understand.
Read over it several times and remove anything that is not clear.
Remove any "filler" language.
Have friends or family (who are not involved in the photography business) read over it and give you some feedback on what is not clear to them.
Remember there are terms and expressions that photographers are familiar with which most people just don't know.
Your friends and family will be able to help you identify those terms.
The photography industry is competitive.
By simplifying the offering of a photography business, the business can focus on the real value of their work - their art.
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