Wandering through a few different websites, I've found most photographer's descriptions of their various services underwhelming. Photographers, for whatever reason, hate to use adjectives, but you're in good company, I've found a few manufacturers who were just as bad!
Think about the last time you walked down an aisle at a trade show. Exhibitors who had exciting displays got your attention, but every now and then you'd see a booth that was nothing more than a static display with a couple of people in business attire, looking more like they were auditioning for Night of the Living Dead than interested in talking with you. Well, many of you have websites and brochures not much different.
You've got to be excited about your business if you want your potential clients to be excited too! I don't profess to be an English teacher, but I do know something exciting when I see it. So many of you describe your services and promotions like a can of soda that's been left open for the night. It's got color and flavor, but absolutely no fizz, it's flat!
Here's a great example: Over the years I've watched the way Vicki Taufer markets her business. I've talked a lot about her in various blog posts as well. She doesn't just sell wallets she sells Art Wallets. Unique portrait sessions are called Limited Editions. Instead of just doing Big Prints she does V Imagery and on location sessions are called Real Life.
Years ago Ricardo Montalban was a spokesperson for Chrysler and the Chrysler Cordoba had "rich Corinthian leather". None of us knew what Corinthian leather was, except that it must have been incredible! Even in simple products today, like moisturizers, we've got shea butter in hundreds of lotions...okay gang, what exactly is shea butter and when did it come into our lives? It wouldn’t be a big deal if they just called it a moisturizer or a secret ingredient.
Here's a challenge for everybody. Take the time during the next month, after all it's the slow season, and look at your website and your promotional material. My bet is you could use a few good adjectives here and there, just to create a little excitement in the way you describe your products, your services and probably even yourself! Look at your website too - does it have fizz or is it a little flat?
With the convention season, now in full swing, make it a point to attend some marketing programs. Don't just go to the programs with the hottest icons - odds are you need help in your marketing efforts just as much as your photography.
What you're really doing is building your brand. You can choose to present it like a commodity item at Kmart or you can go for the designer label. Just remember, as you work to make your brand more dynamic, it's not just about using great adjectives and writing creative copy. You need to deliver great products and services too. Make sure you can walk the talk!
Warren Buffet couldn't have put it in simpler terms:
"Your premium brand had better be delivering something special, or it's not going to get the business."
Illustration Credit: © Adrian Hillman - Fotolia.com