Welcome Back to Part 2 of How to get more clients in a crowded market without competing on price.
In part 1 we talked about the “price of entry benefit” and how you can create a unique benefit to help you stand out from the crowd. We also talked about the “point of difference benefit” and now here in part 2 of the blog we’re going to go into more detail. Did you miss part 1? You can find it here!
“There are at least 6 ways or methods you can use to show why you’re the right photographer for a client and worth every single penny.”
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Let me share a few with you:
The first is to position yourself in the market by framing your products and services in a way that will instantly increase their perceived value and make you unique. I call this your Signature Service. You create this by breaking down your client journey into a number of main steps and showing them how each step is of value to them by using results and stories. It’s very important to make this specific to your perfect clients emotions and desires.
The second method I’m going to share is to offer a guarantee. How often do you buy something that costs several hundred pounds or more without a guarantee? Yet so few photographers offer a guarantee. There’s lots of different ways you can do this. It could be that you guarantee they will enjoy their shoot, or a guaranteed delivery time on their finished products. Think about the trust that builds in people who are thinking about maybe booking a photographer?
The third technique I’m going to share is creating your own niche. Most photographers are trying to sell to anyone who will listen. You just have to look at their websites and social media to see that. They offer wedding photography but don’t narrow down their niche. But any wedding photographer will tell you that all brides aren’t the same.
If that is the case, why do so many photographers market to ‘brides’ without calling out to a specific kind of bride? There’s brides who want small and intimate weddings. Brides who want a large showy affair. Or maybe you specialize in certain kinds of wedding venues?
I saw a brilliant example of this on Facebook recently. A pet photographer put together a slideshow of photographs of dogs catching treats. It was brilliant! Every dog lover I know who saw it wanted him to photograph their dog. But you can be sure that isn’t the only way he photographs pets, but he has created a niche for himself.
“When you narrow your niche down, it becomes so much easier to stand out, but also to attract more of the clients you love to work with.”
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As I mentioned earlier, I teach my clients six different methods they can use to do this, and you should absolutely use more than one. Above I’ve outlined three to get you thinking!
It’s important because when you implement these methods, it becomes much harder for people to compare you on price alone – it becomes a bit like comparing apples to oranges, and more importantly it then becomes easier to charge what you’re worth.
“By showing how you’re different, that you offer a valuable service, you can attract more clients and charge higher fees, giving you a more profitable business.”
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The alternative is if there’s nothing unique about your photography business, nothing that gives people a reason to choose you over every other photographer out there, you simply become another commodity in an already overwhelmed marketplace. It’s no wonder people will compare you on price.
We live in the internet age. A customer can compare you with other photographers by simply clicking a few buttons. Ask yourself, how do you stack up against your competition, and more importantly, how do you stand out so that it becomes a no brainer for people to choose you and your photography business?
Until next time,