Here’s a quick question for you:
Who are you actually marketing your photography to? Is it the right people—the ones who need and love what you can do for them through the magic of your camera? Or, are you accidentally aiming your marketing materials at the person you see in the bathroom mirror first thing in a morning?
You might think you know the answer, because it seems so obvious.
I mean, who would deliberately market their own photography to themselves?
Doing so doesn’t sound like a smart business move, does it?
Well, as it turns out, we’ve all done it.
Yes, we’ve all fallen prey to the incorrect assumption that our clients are just like us. Because we’re locked inside our own heads, it’s easy to imagine they think and behave in the same ways we do about certain things.
But when our marketing falls on deaf ears, or we fail to close a sale, we wind up all confused and thrown off track by the harsh reality of it.
Surely, it can’t be our photography or what we have to offer? It must be something else!
So we look around for the usual suspects we can pin the blame on:
- The poor state of the economy…
- The unique and peculiar mix of people in our local community…
- The cheaper photographers stealing our clients with their lure of lower prices…
- The tendency for people to accept lower standards as “good enough”…
- The failure of people to “get” the value of what we’re offering…
I hate to break it to you, but those are nothing more than excuses. We use them to avoid facing the truth that it’s our fault—more specifically, the fault of our marketing which is too often based on false assumptions.
- The economy might be shaky right now, but it’s in pretty good shape compared to 7 years ago.
- The people in your community are not some unique sub-species who refuse to spend money or suffer a mass-allergy to professional photography.
- The cheaper photographers might be stealing your clients, but only because you let them.
- Human nature will accept lower standards as “good enough”, especially when such things are as close to them as a smartphone, unless we help them to see otherwise.
- Finally, how is anyone supposed to “get” what you have to offer when all they can see from you is a slideshow, a few galleries, and a contact me form?
The Culprit Is Closer Than You Think
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