One of the most powerful photography marketing lessons I learned years ago I learned from the great Dan Kennedy.
Who learned it from Robert Ringer, best selling author of “Winning Through Intimidation” and “Looking Out For Number One” to name a few of big hits in the self-improvement and business world books he’s authored.
The idea is this….and it’s called the LeapFrop Theory, and it plays out:
“Proclaim yourself to be above others in your field, leapfrog over them, and eliminate your competition by simply refusing to acknowledge it.”
I can’t even begin to tell you how profitable this strategy is.
But, I will say this:
When it comes down to two or more people battling it out for positioning, the one who’s often perceived as “best” is the often the one who claims the title.
The only caveat is, it has to be based in truth. You gotta bring the goods to the game. It ain’t braggin’ either, if you can do it.
You have to actually be prepared to be above the pack.
Assume the posture of someone at that new level. This introduces another of Ringer’s ideas, the posture theory. This theory states:
“It’s not what you say or do that counts, but what your posture is when you say or do it.”
Example from my photography studio marketing life. Decades ago I started mailing newsletters. And, I was also newly minted as the “official photographer for our local professional theatre AND our local symphony.
I didn’t get paid for these gigs, but no one knew that. I’m still working for them.
They bring credibility and positive affiliation. And free seasons tickets, ads in programs and the chance to put on gallery style displays in the lobby of these esteemed venues.
I would always make sure to add content into my newsletters, based on these affiliations. They made me look good. By affiliation.
I claimed these titles because they helped boost my studio brand. The power of affiliation dovetails nicely into the leapfrog theory. There’s almost a hidden, sub-conscious message.
It goes something like this:
“If they hired him to be their official photographer, he MUST be good.”
Know what I mean? But you gotta claim it. It’s a marketing thing.
Robert N. Provencher – Your Master Coach Marketer
“If you want to be a profitable and successful photographer, then study profitable and successful photographers.”