In the book on Steve Jobs he says: `We can sell this`.
He was talking about his computer idea.
Steve Jobs was known as a noticer. He recognized opportunity.
This, my friend, is a key factor that we can and should be aware of as we grow, expand and innovate our own photography skills either in what and how we market our services or how and what we shoot in our own photographic styles.
Be a `noticer`.
Years ago, as my wife and I were building our studio, a client came in with her order, dropped a pile of cash with a substantial order from her recent baby session.
It was, it seemed, easy money.
I stood there, dumbfounded, turned to my wife and said:
“You do NOT have to whack me over the head with a 2-by-4 to open my eyes to opportunity…“
It was then that I started and created was what to become the hottest selling photography programs and packages I had ever seen. It changed everything.
We made stuff up.
A kids plan….included a small album, X amount of sessions over a five year period with a 5`x7` print for the album from each session. And a small discount on reprints for playing along and becoming a member of what we called the: Kreative Kids Klub.
It sold like hot cakes.
We didn`t make huge sums on each sale, but that`s not the point. The point is, we filled a need. A market….young children, nice images vs their school pics. as a decent price.
And the publicity and spin off was astounding.
Overall, on a year to year basis, the sales were very respectable. On an individual basis, some photographers would criticize this approach and stick to their “high averages only” mindset.
I don`t and didn`t care. The only persons and opinions I cared about was my banker and my wife, who balanced the books.
We also started the hottest of all hot selling programs, the Babies First Year Wall Panel.
I can`t tell you how many we sold, mostly via direct mail, using a photo copied two sided sales letter.
I can tell you we made a ton. And the phone kept ringing. And we became known more and more in our community.
The off-shoot business is hard to measure, but I know it`s there….families, weddings, seniors…commercial even. It all counts. It all added up.
We didn’t stop there. Oh no….let`s keep going. Let`s create a Five Year Family Plan, and a spin off the babies first plan called the Toddler Panel.
What about “one off” specials, say at Xmas time since we were displaying at the local malls. We sold hundreds!
How do you create plans and offers?
Easy….you take notice. Think about what makes sense, what people are going to need, and create something for them.
If they don’t bite, you did something wrong. Keep going. Keep trying. Take responsibility.
Always eyes open…always listening for ideas and opportunities.
Steve Jobs did….So can you.
We can and should all learn in small ways and in big ways from people like Steve.
I created manuals, presentations and templates on all things marketing. To help
you become a “noticer”. It’s all in the forum.
I also created a 35 minute video on Creating Memberships for photography studios.
Robert N. Provencher – Your Master Coach Marketer