Its no secret that people are less accepting of more traditional types of sales methods and marketing. How many people truly use a yellow pages anymore, or trust an ad they see in a newspaper? The percentages are dwindling rapidly.
But one thing will always remain true.
People hate being sold to. But they love to buy.
Because they hate being sold to, its more important than ever to use current marketing methods that will give your potential customers exactly what they want; without feeling like they’ve been speaking with a used car salesperson.
Attract in great numbers, then focus on filtering
When you’re in business for yourself, its easy to fall into the trap of wanting to “book” every person you talk with. Yet that isn’t reality. If you book every person you talk with, you’re actually doing things wrong. You’re prices are definitely way too low. And you probably haven’t defined your product enough to make it exclusive so that you attract a certain kind of clientele.
Yet through all of your marketing methods, it is good to drive a large amount of traffic to your business, then selectively choose the ones that are right for you. Its called funneling your prospects.
Dig Deeper: The Photographers Marketing Funnel
Funneling can actually work in two ways.
First, through all of your marketing, you can drive customers into a marketing pattern in which they learn more about you. It may be through a marketing campaign in which you mail out postcards regularly, or online as a part of a drip campaign with email marketing. Only a select few will really like what you do, calling you to book a session.
Second, once you have customers in your business as a paying client, you can funnel them to other areas of your business. A business portrait client can turn into a baby portrait client, and from there a family portrait client. You simply move them from one part of your business to another by keeping them in the know of what you do.
In either case, its all about focus. Bring people in; then focus on how to convert them into clients. Again and again. [Read more...]