It’s that time of year. You drive down the street and see
On every street corner. Today I drove by one sign with lots of text, written lightly in pen or pencil. I’m sure it was for a garage sale, but I couldn’t read one word as I drove by at 20 miles per hour.
And it got me thinking. If people want to shop at a garage sale, what’s the most important way to let them know you’re having one?
A simple sign that says Garage Sale with an arrow pointing the way. When you’re quickly driving by, you don’t have the time to read long copy, or decipher hidden meanings. You’re just looking for the location, and following the arrows is the easiest way.
Seems pretty simple and straightforward. So why do we make marketing our photography businesses so difficult?
When you visit a photographers website, what are you looking for? You’re looking to get a feel for how they photograph. You want to see lots of pictures from a variety of clients. You want to see their style. You want to learn more about them as a person. And then you want a way to find out more information.
When you call up a studio, you want to talk with the photographer. You want questions answered, more information, and possibly set up a time to meet in person with the photographer. If the photographer isn’t there, the voice mail should be clear and provide information about the photography business – not just “Hi its Steve, leave a message”. With a message like that, the caller will hang up wondering if they’ve reached the right number.
When you view a display in a local mall, you look at the images. Then its time for more information. Is there a sign with the photographers contact information prominently on display? Are there brochures ready for the taking? An empty brochure holder does you know good if a prospect wants your information. Half of marketing is being there ready and willing when the client is ready to make contact with you.
The other half is paving the way for your client. Point the arrow in the right direction. Answer their questions before they even think of them. Give them guidance every step of the way. And you’ll quickly have the busiest studio in the neighborhood.