How To Get More Photography Clients In A Crowded Market Without Competing On Price (Part 1)
It doesn’t matter what type of business you’re in. You’re facing tough competition today!
It’s never been so easy to set up as a professional photographer today. Your customers have more options than ever before which adds confusion and overwhelm to the consumer.
If you’re not careful, you could become part of the commodity where the only difference is price. When that happens nobody wins.
Photographers will struggle to earn a living, quality suffers, and your customers no longer receive the service or experience they want and deserve.
“The secret to breaking this cycle and standing out in a crowded market is to show how you’re different and how you’re better than all the other photographers”
[bctt tweet=”“The secret to breaking this cycle and standing out in a crowded market is to show how you’re different and how you’re better than all the other photographers”” username=”louisebeattie”]
But you can’t do this by just showing your photography and hoping that people choose you based on only that.
You see, every photographer shows their photography. It’s a mistake I made. My website used to consist mainly of my own photos with hardly any text or copy. I used to wonder why I didn’t get more enquires.
Think about it, it’s exactly what most photographers do. They focus their websites on their own photography and their photos. Yet your photographs are a point of entry benefit into the market. They’re something that you have to have as a minimum standard to even be considered by a customer.
Your photographs are just one part of what you’re selling. There’s so much more to your service than just photographs…
- How you help clients prepare for the shoot
- How you make it easy and fun for them
- The way that you deliver their finished photos
- How you serve them in helping them choose what they want
You need to be showing how you’re not only different, but how you and your service offer even more value than all the other photographers out there.
A unique photography style isn’t enough today. Unique on it’s own isn’t necessarily better.
“You need to market to a specific audience or client you can best help or serve and have a superior offer designed for them.”[bctt tweet=”“You need to market to a specific audience or client you can best help or serve and have a superior offer designed for them.”” username=”louisebeattie”]
Think about it…
Many photographers websites consist mainly of their photographs with very little text. That makes it very hard for many of your potential clients to compare you with other photographers apart from on price.
And saying “fill in this form and contact me” for more information most definitely isn’t making it easy for clients to fall in love with what you do, your service and the experience you offer! It just makes it harder for them.
You might think “but I’m selling my photography services so I need to show lots of photographs”. But that’s not what people are buying. They are buying so much more than photographs – for example, in commercial photography it is the sales that those photographs enable, and beyond that what those sales enable. This is what you are truly selling.
Most photographers aren’t selling digital files which is what you’re showing. Most photographers are selling images presented in gorgeous albums and beautifully presented wall art. Yet they don’t even show these on their website and then wonder why people just want digital files?
There Are Two Types Of Benefit In Every Market
Type one is a price of entry benefit
These are benefits that every photographer must provide to be considered for a purchase. If one of your competitors is missing one of these price of entry benefits, then they’re not even being considered for the booking. They’re not an option to the type of client you’re trying to attract.
The second type of benefit is a point of difference benefit
What allows you to stand out and be the only obvious choice even in the most saturated of photography market?
These are benefits that make a client pull out their wallet and say “this is the photographer for me.” It’s something you offer that isn’t available from other photographers.
Let me give you an example for family portrait photography. Every photographer has to have a minimum standard of competency in photography to display photographs on their website that will appeal to clients. Any photographer who doesn’t show the prospect they can take beautiful photographs of families isn’t even an option for the client.
“Photographs on their own aren’t what sets you up as the only option in a crowded market. You need a point of difference benefit”[bctt tweet=”“Photographs on their own aren’t what sets you up as the only option in a crowded market. You need a point of difference benefit”” username=”louisebeattie”]
In family portrait photography, what do you offer that no one else offers?
- Maybe it’s an app with images of the shoot that no-one else offers?
- Or do you have a five step Signature Service that guides clients through designing their custom shoot? to bespoke wall art to complement their interior design?
- Perhaps you hang the finished wall art for your clients?
- You offer an astonishing guarantee that none of your competitors offer?
- Or do you promise that even those who hate having their photograph taken and feel they never look good in photos will love the experience and think they’ll look amazing in their finished photos?
You can see all of these go well beyond the point of entry benefit of taking beautiful photographs. But any of these will only be a point of difference benefit if none of your competitors are offering the same.
After creating your unique point of entry benefit you’ll then need to build upon the point of difference and show why you’re the right photographer for the client by using words on your website and in your marketing.
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. We’re going to cover a few of these methods in part 2 of this blog!