by Skip Cohen
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.
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.
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!
Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.