What’s the Difference?
[by Judy Herrmann]
Focusing on differentiation is a great way to improve your marketing efforts. Make a list of 10 really good reasons why someone should hire you instead of someone else. Your images don’t count – producing good images is a given these days – this is all about added value.
While you’re making and prioritizing your list, do some research! Come up with creative ways to find out what your prospects and clients care about most when hiring a photographer. Incorporate what you learn into this exercise.
Once you have your prioritized list of differentiators, make sure your marketing materials clearly communicate them. Make a cheat sheet to keep by the phone to remind you what your key selling points are so you don’t forget to bring them up when talking with clients or prospects. Obviously, you can’t be too heavy-handed here but keeping your value points by your side will make it easier to spot appropriate moments to mention them.