the crutch of social marketing

this week we have a guest blogger, Andy MacPherson who is one half of Macpherson Family Photography. Andy and his wife Connie are wedding photographers who hail from new jersey.  Andy has an interesting take on why it is necessary to get out from behind the computer and socialize in regards to marketing.

Success isn't something that just happens - success is learned, success is practiced and then it is shared. - Sparky Anderson

The main thing I wanted to talk about is marketing a new business and a few interesting things I have found. I have a rather “new” photography business because I recently moved my business from Florida to New Jersey, which created a whole new set of challenges. This meant, I had to find creative ways to get my name out to my new community. I’m a little bit of an introvert, I’d rather stay at home and hang out by myself than go out and with a group of people. I’m much more comfortable sitting home drinking a craft beer and playing video games, or surfing the web: this is a very common trap for anyone who is trying to grow their business. Like most creative people we tend to be introverted which does not translate well into expanding into larger markets. Being introverted does not have to be a business killer, if you know how to embrace it and use it to your advantage.  Therefore, I always keep in mind: “Take responsibility for yourself.., because no one's going to take responsibility for you.” -Tyra Banks

I originally thought I could just grow my business and get new clients by using social media, my blog, my website, and anything else I can find online. As photographers we should be using all these outlets to promote our business but we should not use it as our only form of marketing. Business is about people and by only using the internet we are limiting our reach.

Subsequently, business is about the owner solving problems for clients, and getting a financial return for their efforts. If people trust a business person they will gladly compensate you for your product. As a photographer my product is my photography and what I can create for the client. Photographs are  my product, and most importantly it is a part of me, it is my creation. People are hiring me  for what I can do; they are hiring me because they like and trust me. Think about it, if you lined up 100 photographs of different weddings from 100 different photographers and the photographers weren't allowed to be in the room with the display. Then, ask a bride to pick a wedding photographer based solely on the photographs in front of her, what would her main objection be?  I can guarantee you it would be “well I would really want to talk to the photographer and meet them before I decide”.  So I have to remind myself to get out of my comfort zone and get out of my house and do some real marketing. Because it as William James, the father of modern psychology said, and I paraphrase: one has to run far enough on their first wind to find out if they have a second wind.”

 So as I close, I want to challenge you to get out there, start meeting people, vendors, and potential clients alike, then find out their needs and help them. Some concrete ways of doing so is to be a part of fundraisers and community events.  One of our family clients recently had their little girl diagnosed with leukemia. We did a fundraiser for her and people loved it, which helped raised money for her treatment. So get off the computer and get out there and meet people.  Find people on social media and meet up with them, find groups online you can get involved with then go in person and make connections. Find creative ways to let people know what you do.

‘The more you do something the easier it gets: “If we did all the things we are capable of, we would literally astound ourselves. -Thomas Edison

fear based marketing

 fear is a powerful emotion and motivator to buy.

my financial consultant, suggested to me sometime ago that "in america, only purchase a new car if you are a millionaire...get as much out of your current car as possible."  i may have taken his advice a bit too far but in the process of becoming even more financially responsible, i literally and figuratively watch every dollar i spend.

my current german model make car has continued to serve me well and has taken me as far as ohio, new york, marylannd, virginia, connecticut, new jersey and back to shoot portraits. at 145000 + miles it is strong and continues to run.   

so recently, i went to get an oil change at a monro service center  in my city and the attendant was telling me that i needed new front brake pads and rear tires for my vehicle.

now instead of simply telling me, he took out a brochure with pictures of brake pads and tires on them.  along the bottom a scales measuring the thickness of break break pads and tire threading in inches. most importantly, the scale is composed of 3 main colors: red, yellow, and green similar to a traffic light.

moreover, around the world, red is associated with danger and yellow associated with caution and green means its ok.  note well, two of 2/3 main parts of the scale is is based on caution: red and yellow.

the attendant then proceeded to check off that my brake pads were in the red zone and rear tires were in the cautionary yellow zone. now, more than likely anyone ending up in the 2/3 cautionary zones what do you think they would more than likely do? that's right, feel fear and buy, buy, buy.

how can you use some of these marketing concepts in your photography business? 

keep kewl!