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From creating a strong internet presence and high-quality, eye-catching mailers to ensuring happy customers and promoting word-of-mouth referrals, this indispensable handbook details the multitudinous ways wedding and portrait photographers can supercharge their marketing efforts to bring in more clients and better profits. Containing a step-by-step guide to the power marketing method—a systematic, proactive approach that takes advantage of the best possible resources available—photographers will learn how to understand their customers, identify their hook, and establish program goals and objectives. Five of the biggest and most oft-encountered mistakes made by both new and struggling studios are discussed, as well as how to establish an effective pricing strategy and become comfortable with self-promotion. By incorporating these proven sales and presentation strategies, photographers will be able to put forth their best sales approach, point out the features and benefits of their product, and overcome client objections to close the sale.
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S E C O N D E D I T I O N POWER MARKETING, SELLING, and PRICING A Business Guide for Wedding and Portrait Photographers Amherst Media ® PUBLISHER OF PHOTOGRAPHY BOOKS Mitche Graf Dedication I would like to dedicate this book to one of the greatest men I have ever met, Pat Wright. Although he is no longer with us, he left behind a legacy that will not soon be forgotten. As my stepfather, my supporter, and my friend, he showed me the value of not only a hard days’ work, but also the importance of taking time to enjoy the precious moments life has to offer. By example, he taught me to take my work seriously, but to take myself lightly. His playful spirit will forever be an integral part of my daily life, and his gentle approach to loving others will always help guide me in each of my relationships. I am honored to have known such a tender and loving man. Copyright © 2009 by Mitche Graf. All rights reserved. Published by: Amherst Media, Inc. P.O. Box 586 Buffalo, N.Y. 14226 Fax: 716-874-4508 www.AmherstMedia.com Publisher: Craig Alesse Senior Editor/Production Manager: Michelle Perkins Assistant Editor: Barbara A. Lynch-Johnt Editorial Assistance: John S. Loder, Carey A. Maines, C. A. Schweizer ISBN-13: 978-1-58428-246-4 Library of Congress Card Catalog Number: 2008926666 Printed in Korea. 10 9 8 7 6 5 4 3 2 1 No part of this publication may be reproduced, stored, or transmitted in any form or by any means, electronic, mechanical, photocopied, recorded or otherwise, without prior written consent from the publisher. Notice of Disclaimer: The information contained in this book is based on the author’s experience and opinions. The author and publisher will not be held liable for the use or misuse of the information in this book. Table of Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Motivations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 About the Power Corners . . . . . . . . . . . . . . . . . . . . . . .7 Power Corner: John Hartman . . . . . . . . . . . . . . . . . . . . .8 1. The Wonderful World of Power Marketing . . . . . . . . . . . . . . . . . . . . . . . . .11 What is Power Marketing . . . . . . . . . . . . . . . . . . . . . .12 The Power Marketing Self Test . . . . . . . . . . . . . . . . . .13 Power Corner: Michael Redford . . . . . . . . . . . . . . . . . . .15 2. Developing Your Marketing Strategy . . . . . . . .17 Taking It All in Stride . . . . . . . . . . . . . . . . . . . . . . . . .17 Know Yourself and Your Priorities . . . . . . . . . . . . . . . .17 Know Your Clients and Their Priorities . . . . . . . . . . . .18 Recharge Your Personal Batteries