What is the first rule of thumb when it comes to marketing your photography?
Never, ever assume anything about anything. Ever.
Because the moment you assume someone knows something, chances are you’ll get your marketing all wrong. Because its almost never true.
Here’s why.
You’ve been dreaming about being a photographer for years. You might even have a strong business, and have been photographing clients for years. But as you live and breathe photography, it becomes a part of who you are. You think in shutter speeds and aperture settings. You look at the world through an imaginary lens – all the time. And you constantly look at how you can gain new clients by the marketing materials you produce.
But your prospects and customers haven’t. They don’t work in your office. They don’t read photography magazines. And chances are they haven’t thought much about the art of photography. She has other priorities. She’s living in her own world 24 hours a day, and that world probably doesn’t involve a lot of research in photography.
Until she’s ready for your services. Then she starts her investigation. But even at that level, every prospect will have a different way of doing things. Some will spend hours researching online. Some will be happy with a flyer they’ve received in the mail.
Which means some will be better educated than others. But the problem is you don’t know which is which. [Read more...]
7 Ways To Handle The Negative From Prospects and Clients
If you own a business, you have to deal with the positives and the negatives.
While most of your clients will love what you do, there will be the occasional client that hates everything, and you just can’t please, no matter what. Likewise you’ll get a ton of positive energy and great feedback online and on your social sites. Yet occasionally the negative will pop in there. What do you do? How do you handle the negatives?
1. Change your mindset. The minute you listen to or read a negative comment, you start to feel rattled, and quickly grow from upset to angry. How could this person feel this way? Ultimately it’s a reflection on you, and in many cases it just doesn’t sit well. Take a step back and breathe. Calm yourself down before you act or speak, and look at it through different eyes. Could what they are saying in any way be true? Then approach it in a positive way, and look for a way to re-explain yourself or provide new information.
2. Think first, act second. The easiest way to get into trouble online is to react immediately. We’ve all seen the responses to a negative comment on Facebook or Twitter escalate to where its being retweeted tens of thousands of times. The bantering goes back and forth until it literally goes viral, hurting the business owner much more than if he would have left the original comment alone. The problem stems from quick reaction. Take a step back and count to 10. Go out to lunch. Take a walk around the park. Calm down and think about the negativity. Only after you’ve had time away should you consider responding. And even then, think twice. – See Social Media – Your Best Friend or Your Worst Enemy?
[Read more...]