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7 Valuable “Secrets” For Photography Marketing Success – Both Online and Off Line

“Doing business without advertising is like winking at a girl in the dark.  You know what you are doing, but nobody else does.”  – Stuart H. Britt, New York Herald Tribune

Charles Lewis here, at Charles Lewis Photography, and I’ve spent over 30 years discovering, testing, PROVING, and perfecting the most effective techniques for marketing and selling portrait and wedding photography.  I did this for one reason, and one reason only – I wanted to make a great living doing what I love:  Portrait and Wedding Photography.  And I discovered very early, that, in order to make a great deal of money in portrait and wedding photography, I had to become a MASTER  MARKETER AND SELLER.

On the subject of photography marketing, here are 7 secrets I have found to be very powerful and effective for both Online marketing such as websites, email marketing, etc.  and off line marketing such as sales letters, advertisements, etc.:

1. The more you tell, the more you sell.  Longer copy, if well written and interesting, almost always outsells shorter copy.

The key here is to be INTERESTING in all your marketing, to your “Target Market.”  The absolute killer is to be BORING.   So for me, my target market consists of what I call “Female Warm Fuzzies” – women who love their family and value photography and all the things sensitive photography can capture.

So I want to always talk in terms of warm, sensitive, emotional terms that she will really find wonderfully interesting.

2.  Always have a double readership path.  Some people are readers, others are skimmers.  Write for both types.  Use lots of bolded “subheads” which contain the main BENEFITS of your message.

Really what this means is you’re going to have other “headlines” scattered throughout the webpage or sales letter or ad.  These smaller headlines are known as “subheads” – and they are usually in slightly smaller type than the main headline at the top of the page, but still larger than the regular “body type” used on the page.

3. The headline is the most important part of your marketing message .  Without a doubt, the headline must stop your target market dead in her tracks.  That’s its job.  It must contain a clear benefit.  It must get her to read the first sentence of the message (and then continue on from there, of course.)

So work hard on that headline, it’s very important.  And NEVER write anything that doesn’t have a headline.  It’s the “ad” for your ad, webpage or sales letter.

4.  Talk in terms of benefits – always benefits.  What’s in it for her?  Why should she contact you now?   What will she miss out on if she does not contact you right now?

Is there some special reason for her to take action right now, such as a discounted special price for example.  Just keep asking yourself, as you’re writing the webpage, or the sales letter, “What’s in it for her?”   

5.  Stories sell, facts only tell.  Always include a few emotional stories (since people invest in photography for emotional reasons.)

Women who are “Warm Fuzzies” usually like stories – emotional stories – that they can relate to and empathize with.

6.  Always play up the guarantee – it’s very important.  The easiest way to get someone to respond to you is to give them an iron clad guarantee which removes all the risk from them, and places it firmly on you.

I have done this for my entire career – if my clients don’t LOVE their photographs, if they aren’t THRILLED, I will either do whatever is necessary to see to it they are thrilled, or I will give them all their money back.  And there will be no hard feelings or hassles, either.

7. The most important thing in marketing your photography is to be persuasive, not just pretty.  Photographers miss this one all the time.  We like pretty.  We’re “artists.”  But in marketing, pretty isn’t nearly as important as persuasive.

So don’t just make your web pages and ads pretty – but use everything I’ve talked about here to make them PERSUASIVE.    Use lots of emotional words.  Not just attractive photographs.  The days where just making an ad or a sales letter pretty – and having it work well, are long gone.

Use these 7 powerful marketing secrets as a checklist for everything you do that has anything to do with marketing your photography services.  They have served me extremely well, and they will do the same for you.

————————

Why are some photographers getting rich and having all the customers and clients they could ever want, while others are struggling?  Charles Lewis has created the *ultimate* guide – “The TOP 33 Photography Marketing Secrets” free E-Book reveals the secrets for getting hundreds of new customers – FAST – regardless of the economy, your town, or whether you work on main street or out of your home studio.
Click Here: ==>  http://www.cjlewis.com

About the Author

Charles J. Lewis has been awarded the Master Of Photography Degree and the Photographic Craftsman Degree from the Professional Photographers Of America. He owns and operates Charles Lewis Photography in Grand Rapids, Mi.

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Advertising Photography: A Straightforward Guide to a Complex Industry $39.99 If you are an aspiring or professional photographer looking to break into advertising, “Advertising Photography: A Straightforward Guide to a Complex Industry” will provide you with an honest and uncensored look at this highly competitive and lucrative business. While working in the advertising photography industry can be glamorous and financially rewarding, it can also be intimidating and difficult to break into, requiring networking savvy, financial know-how, and marketing and business skills on top of photographic talent. Advertising Photography strips away the glitz and presents a candid and complete picture with solid advice to newcomers. You’ll learn how to get your business started, including writing a business strategy, successfully negotiating a bid, what to expect during the shoot, post production and delivery tips, and how to properly invoice your clients. The book explores several business management styles supported by the real-world experiences of veteran advertising photographers, illustrated with stunning full-color images of the work that got them where they are today. By examining the methods and strategies used by those who have already made it in the industry, you’ll learn smart business practices to apply to your own work, giving you time to focus on the creative aspects of your craft, which is what will ultimately lead you to a successful advertising photography career. Learn from the experiences–good and bad–of those who have been there! -Practical how-to tips, information, and examples from each of the top genres -Learn how to get your business started, including writing a business strategy, licensing and copyright information, creating branding for websites and portfolios, insurance and legal issues, and more -Essential industry resources for estimating and invoicing software, professional organizations, marketing services, and creative consultants

Advertising Photography: A Straightforward Guide to a Complex Industry $20.97 New – If you are an aspiring or professional photographer looking to break into advertising, “Advertising Photography: A Straightforward Guide to a Complex Industry” will provide you with an honest and uncensored look at this highly competitive and lucrative business. While working in the advertising photography industry can be glamorous and financially rewarding, it can also be intimidating and difficult to break into, requiring networking savvy, financial know-how, and marketing and business s

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Architectural Photography $24.95 In this day of online media, architects and designers are increasingly faced with exciting and critical marketing and publishing opportunities. Simply documenting a project is no longer enough. Architectural Photography the Digital Way teaches the reader how to take first-rate photographs of buildings, inside and out. Step-by-step instructions help you learn how to choose the right kind of camera, to use it effectively, and to enhance and manipulate your images. This complete course begins with an introduction to the world of digital imagery and its unique aesthetic considerations. Advanced chapters cover areas such as perspective correction and other features made possible by image editing software. Illustrated with a wealth of color photographs and diagrams, this clearly written, easy-to-use handbook will be your indispensable guide whenever you pick up the camera.

Architectural Photography the Digital Way $12.05 Used – More than ever, particularly in this day of online media, architects and designers are increasingly faced with exciting and critical marketing and publishing opportunities. Simply documenting a project is no longer enough. Successful design practices are providing high-quality images to architecture magazines, newspapers, and websites. But well-executed professional photography can be expensive and, depending on the project, you might not always want to spend the extra money. Fortunately,

Architectural Photography the Digital Way $14.15 Used – More than ever, particularly in this day of online media, architects and designers are increasingly faced with exciting and critical marketing and publishing opportunities. Simply documenting a project is no longer enough. Successful design practices are providing high-quality images to architecture magazines, newspapers, and websites. But well-executed professional photography can be expensive and, depending on the project, you might not always want to spend the extra money. Fortunately,

Architectural Photography: The Digital Way $24.95 More than ever, particularly in this day of online media, architects and designers are increasingly faced with exciting and critical marketing and publishing opportunities. Simply documenting a project is no longer enough. Successful design practices are providing high-quality images to architecture magazines, newspapers, and websites. But well-executedprofessional photography can be expensive and, depending on the project, you might not always want to spend the extra money. Fortunately, the digital revolution in photography has made it possible to do-it-yourself, and in a way that is compatible with the new demands of digital printing and presentation. Architectural Photography the Digital Way teaches the reader how to take first-rate photographs of buildings, inside and out. Step-by-step instructions help you learn how to choose the right kind of camera, to use it effectively, and to enhance and manipulate your images. This complete course begins with an introduction to the world of digital imagery and its unique aesthetic considerations. Included are detailed instructions on how to photograph building exteriors and interiors of every scale and in any lighting condition. Advanced chapters cover areas such as perspective correction and other features made possible by image-editing software. Illustrated with a wealth of color photographs and diagrams, this clearly written, easy-to-use handbook will be your indispensable guide whenever you pick up the camera.

Art Director’s Index to Photographers: Asia and Australia v.16 $40.28 Used – “The Art Directors’ Index to Photographers” has established itself over the years as a leading international visual reference and sourcebook of professional photography. The Index is a two-volume work, volume one covering photography in Europe, and volume two presenting work from the Americas, Asia and Australia. The books will be of interest to art directors, professional and amateur photographers, marketing and advertising executives and photography students.

Art Director’s Index to Photographers: Asia and Australia v.16 $19.3 Used – “The Art Directors’ Index to Photographers” has established itself over the years as a leading international visual reference and sourcebook of professional photography. The Index is a two-volume work, volume one covering photography in Europe, and volume two presenting work from the Americas, Asia and Australia. The books will be of interest to art directors, professional and amateur photographers, marketing and advertising executives and photography students.

Careers in fashion $1.31 Used – Fully updated to take account of all the recent changes in the industry, “Careers in Fashion” covers the job opportunities available in this dynamic field – from fashion photography to marketing, from illustrating to modelling. Backed by real-life case studies, the author describes the true nature of each job, the skills and qualifications needed, and how best to get started. This restyled edition, featuring top tips for getting in and a look at the future of the fashion industry, is esse

Careers in fashion $5.99 Used – Fully updated to take account of all the recent changes in the industry, “Careers in Fashion” covers the job opportunities available in this dynamic field – from fashion photography to marketing, from illustrating to modelling. Backed by real-life case studies, the author describes the true nature of each job, the skills and qualifications needed, and how best to get started. This restyled edition, featuring top tips for getting in and a look at the future of the fashion industry, is esse

Change the Way You See Everything Through Asset-Based Thinking for Teens $0.01 From corporate coach Kathryn Cramer and marketing genius Hank Wasiak comes the first asset-based thinking (ABT) book for young adults that will change the way they see everything! This brilliant and simple book on the philosophy of ABT instills success-oriented habits in even the most stubborn teens. By focusing on the positive situations in life instead of the negative, teens will be able to not only set goals, but achieve them, too. Combining fun photography taken by kids with easy-to-grasp principles in an interactive format so that teens will begin to see relationships and responsibility in an entirely new way.The first book on ABT was a groundbreaking concept that met with professional and business applause. The second title on ABT adapted the business concepts for one’s own life. Now teens can take the same ABT philosophy and incorporate the concepts into their own lives. Not only is ABT perfect for the classroom, with additional activities and on-line sites created for student use with teacher guidance, but there is also an ABT Teen website where teens can use ABT tools to upload information and share their ideas with peers in a safe, encouraging environment.

Children’s Portrait Photography $23.44 This comprehensive resource illustrates how to use photojournalistic techniques to produce beautiful portraits of children that look candid and unposed–and stand in stark contrast to the predictable, prop-filled photographs of decades past. Besides looking stiff and unnatural, traditional portraitures can be hard on both photographers and parents who must persuade squirmy children to assume odd poses amid a set full of props. Instead, photographers can utilize children’s innate animation and ability to unknowingly pose themselves to create a beautiful, visual story while simultaneously providing parents with a plethora of wall-portrait opportunities. Tips on a variety of topics–from studio lighting and different shooting angles to handling parents and working with special-needs children–are also included alongside marketing, sales, and successful portrait-studio advice.

Children’s Portrait Photography Handbook: Techniques for Digital Photographers $34.95 Packed with practical techniques that both inform and inspire, this professional guidebook to photographing children of all ages—from infants to teenagers—presents new strategies to maximize client cooperation and ensure smooth sessions. The entire child-based photographic process is addressed, including proper equipment selection, physical and behavioral controls for young subjects, working with black-and-white exposures, and using light to capture fast-moving subjects. Updated to include new software techniques—such as PhotoShop CS4—newly released hardware, and innovations in marketing and social networking, this collection of essential guidance and stunning images helps any photographer capture extraordinary, memorable portraits of children.

Children’s Portrait Photography: A Photojournalistic Approach $34.95 This comprehensive resource illustrates how to use photojournalistic techniques to produce beautiful portraits of children that look candid and unposed—and stand in stark contrast to the predictable, prop-filled photographs of decades past. Besides looking stiff and unnatural, traditional portraitures can be hard on both photographers and parents who must persuade squirmy children to assume odd poses amid a set full of props. Instead, photographers can utilize children’s innate animation and ability to unknowingly pose themselves to create a beautiful, visual story while simultaneously providing parents with a plethora of wall-portrait opportunities. Tips on a variety of topics—from studio lighting and different shooting angles to handling parents and working with special-needs children—are also included alongside marketing, sales, and successful portrait-studio advice.