Marketing is no longer about the stuff that you make, but about the stories you tell!
Over the last few years, I've written this at least a dozen times - Your website is about what you sell, but your blog is about what's in your heart. It's the fundamental difference between these two pieces of "real estate," and done right, your website and blog should work together.
The stories you tell start with your about page and talking about why you love being a photographer. For most of you, "Mom" is your target audience, and she doesn't care about what gear you work with, what awards you've won, or how you got started. She wants to know if she can trust you to capture the kinds of images she wants. She wants to see if you love being an artist or you're just in it for the business.
Next up is the importance of the products/services you sell. Your blog can position the importance of capturing memories, while your website can share ideas on how to preserve and present them. For example, a wedding album isn't a book of pictures - it's the first family heirloom of a new family. As my buddy, Denis Reggie, used to say, and I'm paraphrasing a little, "The flowers will die, the food's been eaten, the gown will never be worn again, but the album is priceless and will last forever."
Talk about the importance of prints. Share ideas on displaying images. Consider an idea like Justin and Mary Marantz do when they "Shoot for the silver frame." It's that one spectacular image that becomes the signature memory maker of the wedding. While every artist does their best to capture nothing but great photos, there's always one that's a show-stopper.
And, if you're having trouble getting clients to understand the importance of printed images, Michele Celentano has made it easy for you. She's permitted you to plagiarize her "I Believe" statement. Here's the link to the first time I shared it on the SCU blog.
Ironically, photographers are the world's greatest storytellers, yet when it comes to selling their services, so many do an underwhelming job of telling their own story!
12/10/2019 04:19:23 am
I could not have said this better myself. This point reminds me of the way Publix Grocery has separated themselves from other stores in their late-year television spots. You surely have seen them in the southeastern United States. The stories tell us how emotions work, how kindness fills the heart and why we love. THEY ARE BRILLIANTLY TOLD STORIES!
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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.