Most photographers are missing a big strategy in their online marketing — a strategy designed to generate a consistent flow of leads with whom they can have a real conversation to move them closer to becoming a paying client.
The idea of “Lead-Generation” is the central theme of this series, and we’ll be looking at various aspects of it in detail as we go.
So what’s the problem, exactly?
Very simply, photographers are having a hard time finding new clients to book their services or to buy from them. This is the number one thing they tell me when I ask what’s holding them up.
Obviously, making money with your studio will be tough without customers, and it’s a common enough problem, but the majority of photographers blame the wrong things!
For example, here are the top 4 reasons I hear for the decline of the photography industry:
- There’s too much competition…
- It’s too easy for anyone to call themselves a professional photographer…
- People only hire the cheapest photographer they can find…
- Nobody sees photography as valuable these days…
I hate to be the one to say this, but those are nothing more than excuses — and bad ones, too!
Sure, it’s easy to pick up a camera and think you’re a professional photographer, but that doesn’t necessarily make you one, does it?
Furthermore, most of us (probably including you too) started out like that, right?
Despite some established photographers feeling territorial about their chosen niche, there’s actually nothing wrong with someone pursuing a life in professional photography if they have a real passion for it, just like you and I did at one time.
And you can’t blame consumers for hiring cheaper photographers because it’s only natural in the absence of some truly compelling reasons for them to pay more and hire you instead.
As for seeing photography as valuable, that’s so subjective and covers a wide spectrum of people. It’s always been that way, and there are some who see photography as nothing more than a commodity, while others would hurl themselves into a burning building to save a precious and irreplaceable portrait.
The truth is, there are plenty of photographers making a living doing what they love. We just don’t hear about them too much because they’re quietly going about being successful.
If all this is true, then “why isn’t it working for me?” is the next question I usually hear.
Turns out there’s a few reasons for that…
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