Whenever you hear of a forest fire ripping through a community, the news sources knows where the story is. It’s within the people affected by the fires.
So they start interviewing people with their homes in the background burned to the ground.
“I’ve lived there 30 years. I can’t believe it’s all gone. I have what’s important – my family and my pets. But I can’t believe I lost all of my photographs.”
We all have faced fire damage at some point in our lives. Maybe our home hasn’t burned to the ground, but chances are there is a story around you. And every time it happens, we begin to think – “What would I take in a fire situation?”
There is even a fascinating site and book entitled “The Burning House” in which the author asked that very question as he drove around to different states in the US. He asked people of all social classes, ages and occupations. They answered and provided a photograph of what they would take. And of course the results are pretty much as expected – things you simply can’t replace.
Photography isn’t a product. It’s a service. And because it’s a service, people buy because of their emotions – their feelings – and nothing more. If they fall in love and deeply want what you do, they will find a way.
But because of that, you have to give them something they can’t get anywhere else.
You have to give them great photography that’s above and beyond what they can do on their own.
And you have to market it to them so they understand its importance.
Once you have everything in place and you have identified your target audience for your marketing messages, using emotional triggers can help you connect on an entirely different level. Try out these triggers when creating your next marketing piece.
Trust – No one wants to leave the “used car salesperson” impression on anyone. Turn it around and you can teach your audience you are there for them through it all – “no hidden fees, no hard sales”.
Value – People will pay anything if they feel they are getting value for their money. Concentrate on your customer service and talk about it again and again.
Competition – People live where they do and own what they own in order to keep up appearances within their community. By showcasing others you’ve photographed in your community – especially recognizable people – will give others the desire to have “the best” as well.
Instant Gratification – Words like “now’, “today”, “by Friday” or “limited edition” gives people a sense of limited access. They know if they don’t act soon, they may lose the opportunity all together.
Belonging – When people love what you do, they want to be a part of something bigger. That’s why memberships, clubs and referral programs work so well. If you reward them well, they will be back.
Time – The biggest thing we’re all missing in today’s world is time. If anyone offers us a way to get more out of the day, we’ll happily take them up on that offer. Marketing messages that appeal to that desire for more free time or a time to enjoy an experience are extremely effective – “don’t come to a studio, we come to you and photograph you anywhere you desire, giving you any experience you choose to have”.