The tip I'm about to share with you might at first seem counterproductive.
But I promise – if you actually give it a try, you're going to see an increase in inquiries and bookings. You just have to give it a chance!
See, most photographers want to learn how to get more clients. Then answer is to…
- STOP casting a wider net and…
- START targeting the right clients for you
You don't need to reach more people. You need to reach the right people. It really is about quality over quantity.
Let me give you an example.
Say you get two opportunities to talk about your services to groups of people. The first group is a lady's night group of about 100 women. The second is a business networking group of 500 people.
Now, at first glace, you might want to speak to the group of 500 people instead of the group of 100 people. But are those 500 people really your target market? It's a 50-50 mix of men and women, and everyone is attending the event to build their business. They aren't really in the same mode at the group at the lady's night.
So, even though the business group is five times larger, you'll probably get more bang for your buck to speak to the smaller group.
But how do you know which types of promotional opportunities to pursue?
The key is to know your target market!
Pull out a piece of paper or open a new document on your computer right now. We're going to create a customer profile!
At the top of your page, make up a fake name for your “goal customer.” Is she a Barbie or a Barbara? A Kat or a Katheryn?
Next, tell me what she looks like. Remember, this is your ideal customer. Write down everything about her looks – her hair color, the style she prefers, whether she is tall or short, etc.
After that, write down a little about her personality and life. What is her job? What does she do in her free time? What do people like most about her? What are her biggest struggles? Does she have a significant other? Kids? Pets? Give me a few paragraphs telling me all about their make-believe person you are creating.
You can even go online and look for celebrities or friends who fit your profile. Print out the pictures and paste them on the profile page to make it feel more real.
Now, take a look at your profile. Where are you likely to find this person?
Where does she hang out online and in person? How does she make buying decisions? How much expendable income does she have?
This will all help you determine how to market to this specific person, your ideal client.
Think about it. If you were writing an email to your mom versus writing an email to your younger sibling, they'd be different right? When looking for new clients, you need to approach people in different ways, based on their personalities and life experiences.
You probably have a fairly small marketing budget. If you know your target customer, always keep that profile you made in the back of your mind so you'll be able to find the best ways to spend that money.
Now that you know how to create your ideal customer, what's she like? Share with us in the comments below!