Fast Food Friday - One of Your BEST Marketing Tools

by Skip Cohen
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The purpose of Fast Food Friday posts is to give you ideas to build a stronger business and thrive rather than just survive. Just when I think we've run out of suggestions, another one pops up.

One of your biggest challenges as a professional photographer is planting seeds of ideas with your clients. It's not easy setting yourself apart from the competition these days, but not because it's difficult. The challenge comes with so many opportunities, and many of you fall into "analysis paralysis." You're not sure where to start, and procrastination takes over, and you wind up doing very little.

Your greatest marketing tool is in relationship building with your clients. That's a big umbrella and covers so many different aspects of building a successful business. Here's one that's so easy to put out there, and it falls into the category of just being helpful.

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Throwback Thursday - Planting Idea "Seeds"

These days we're all tuned into Throwback Thursday and sharing old images. You've seen me share industry stories and photographs we can all relate to. You're my readers, and you're all seriously invested in photography, but what about your readership and "Mom?"

For most of you, "Mom" is your target audience. Remember, 98% of the purchase decisions to hire a professional photographer in the portrait/social categories are made by women, and Mom is almost always involved. Well, Throwback images allow you to get Mom thinking about an updated family portrait. We're headed into the holiday crunch, and it's the perfect time to remind your audience that it's time for an updated family portrait.

• Throwback Thursday is just one day a week. Find six old photographs that relate to your business focus, and you'll have six weeks of throwback-posts to share.
• Look for images showing changes in styles. From clothes to hair and makeup to colors, there's so much out there to choose from.
• You can share throwback images everywhere. If you have a blog, it's the perfect vehicle. Without a blog, you can still share the photos on Facebook, Instagram, and Pinterest - wherever your target audience hangs out. You could also add a fun section to your website sharing older images.
• Add in a promotional offer - there's nothing wrong with tagging your throwback shares with a limited time special offer. You've got their attention with an old photograph - now bring it all together. Close with an idea to update their family portrait and get them into your studio or on location.

What I love most about this approach is that it's so soft-sell, it's hard-sell without being in anybody's face. Plus, it works on just about any image, even a headshot campaign. Have fun with the old photos you share. Use them to show your sense of humor and how much fun you are to work with.

When you can make fun of yourself, it makes you that much more approachable and becomes a relationship builder. Plus, you're reminding "Mom" the kids are growing up, and her family is changing. While we can't stop time - as a professional photographer, you have the ability to take time and turn it into a tangible memory and perfect gift this holiday season!