The Importance of Knowing Your Target Market

Knowledge and understanding of your target market is the keystone in the arch of your business.  Without it, your product or service positioning, pricing, marketing strategy, and eventually, your business may quickly fall apart.

If you don’t intimately know your target market, you run the risk of making mistakes when it comes to establishing pricing, photography products.  Your marketing strategy will lack direction, and produce mediocre results at best.  Even if your marketing message and unique selling proposition(USP) are clear, and your brochure is perfectly designed, it means nothing unless it arrives in the hands (or ears) of the right people.

Determining your target market takes time and careful diligence.  While it often starts with a best guess, assumptions cannot be relied on and it is better to do some research. Remember that your target market is not always your ideal market.

Once you build an understanding of who your target market is, you then have to keep your market research up to date.  Having your finger on the pulse of their motivations and drivers – which naturally change – will help you to anticipate needs or wants and evolve your business.

Definition Of Marketing

Marketing is strategically connecting with a targeted audience, to lead them to your business to purchase some of the products that you have to offer, at a price that they are willing to pay.

Focus Your Time On The MARKETING of your Business.

Strategies To Get Customers To Your Business

1. Book or Calendar Project

2. Competition Box

3. Third Party Gift Program

4. Face Book Advertising

5. Email Marketing

6. Referral Program

7. Free Publicity

8. Charity Project

Segmenting Your Market

For example, the Newborn target would be females between the ages of 25 and 45, within 30klms of your business who’s interests are motherhood, parenting, babies, and childhood.

Where do your customers come from?

Most photographers would probably choose prospects from their website, referrals or advertising as an answer. 

The majority of your customers will come from leads that you have been able to convert into customers. Each customer then goes through a process before they arrive with their wallets open. 

So, would it not stand to reason then, that when you advertise or send any marketing material out to your target market, that you’re not really trying to generate customers?  That instead, you’re trying to generate leads.

When you look at your marketing campaign from this perspective, the idea of generating leads as compared to generating customers seems a lot less daunting.  Seems easy enough, doesn’t it?

1.         New Born Babies

2.         Families

3.         Mother and Daughter

4.         Pets

5.         Glamour

6.         Kids

7.         Dads and Sons

8.         Babies 6-9 months

9.         Generations

10.       Engaged Couples

11.       Pregnancy

12.       Boudoir

Portrait Session Goal

Your goal should be to have a minimum of 20 sessions in your diary at any one time. 

Social Media Goals

Minimum of 5 Facebook/Instagram Posts a week.

Minimum of 1 Google Plus post a week.

Minimum of 1 Blog a month.

Minimum of 1 Newsletter monthly.

For more information on marketing WATCH VIDEO

Generating an Unlimited Amount of Leads for Your Business

Where do your customers come from?

Most photographers would probably choose referrals or advertising as an answer. 

Your customers come from leads that have been turned into sales.  Each customer goes through a process before they arrive with their wallets open.  They have been converted from a member of a target market, to a lead, then to a customer.

So, would it not stand to reason then, that when you advertise or send any marketing material out to your target market, that you’re not really trying to generate customers?  That instead, you’re trying to generate leads.

When you look at your marketing campaign from this perspective, the idea of generating leads as compared to customers seems a lot less daunting.  The pressure of closing sales is no longer placed on advertisements or brochures.

From this perspective, the general purpose of your advertising and marketing efforts is then to generate leads from qualified customers.  Seems easy enough, doesn’t it?

Where Are Your Leads Coming From?

If I asked you to tell me the top three ways you generate new sales leads, what would you say?

  • Advertising
  • Word of mouth
  • Networking
  • Facebook
  • Social Media
  • Referral

The first step toward increasing your leads is in understanding how many leads you currently get on a regular basis, as well as where they come from.  Otherwise, how will you know when you’re getting more phone calls or walk-in customers?

If you don’t know where your leads come from, start today.  Start asking every customer that comes through your door, “how did you hear about us?” or “what brought you in today?”  Ask every customer that calls where they found your telephone number, or email address.  Then, record the information for at least an entire week.

When you’re finished, take a look at your spreadsheet and write your top three lead generators here:

­­­  1. ______________________________________________

­­  2. ­___________________________________________

­­­  3. ___________________________________________

From Lead to Customer: Conversion Rates

Leads mean nothing to your business unless you convert them into customers.  You could get hundreds of leads from a single Facebook post, but unless you convert some leads into customers, and other leads into future customers, who buy your photography, it’s been a largely unsuccessful campaign.

The ratio of leads (potential customers) to transactions (actual customers) is called your conversion rate. 

If, with a given Facebook Advert, I have 130 leads, and 24 of them have a photography session, the formula would look like this:

130 multiplied by 25 equals divided by 100 = 32.5% conversion rate

What’s Your Conversion Rate?

Based on the formula above, you can see that the higher your conversion rate, the more profitable the business.

Your next step is to determine you own current conversion rate.  Add up the number of leads you sourced in the last section, and divide that number into the total transactions that took place in the same week.

Write your conversion rate here:

Quality (or Qualified) Leads

Based on our review of conversion rates, we can see that the number of leads you generate means nothing unless those leads are being converted into customers.

So what affects your ability (and the ability of your team) to turn leads into customers?  Do you need to improve your scripts?  Your product or service?  Find a more competitive edge in the marketplace?

Maybe.  But the first step toward increasing conversion rates is to evaluate the leads you are currently generating, and make sure those leads are the right ones.

What are Quality Leads?

Potential customers are potential customers, right?  Anyone who walks into your store or picks up the phone to call your business could be convinced to purchase from you, right?  Not necessarily, but this is a common assumption most business owners make.

Quality leads are the people who are the most likely to buy your product or service.  They are the qualified buyers who comprise your target market.  Anyone might walk in off the street to browse a furniture store – regardless of whether or not they are in the market for a new couch or bed frame.  This lead is solely interested in browsing, and is not likely to be converted to a customer.

A quality lead would be someone looking for a new kitchen table, and who specifically drove to that same furniture because a friend had raved about the service they received that month.  These are the kinds of leads you need to focus on generating.

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How Do You Get Quality Leads?

  • Know your target market.  Get a handle on who your customers are – the people who are most likely to buy your product or service.  Know their age, sex, income, and purchase motivations.  From that information you can determine how best to reach your specific audience.
  • Focus on the 80/20 rule.  A common statistic in business is that 80% of your revenue comes from 20% of your customers.  These are your star clients, or your ideal clients.  These are the clients you should focus your efforts on recruiting.  This is the easiest way to grow your business and your income.
  • Get specific.  Focus not only on who you want to attract, but how you’re going to attract them.  If you’re trying to generate leads from a specific market segment, craft a unique offer to get their attention.
  • Be proactive.  Once you’ve generated a slew of leads, make sure you have the resources to follow up on them.  Be diligent and aggressive, and follow up in a timely manner.  You’ve done to work to get them, now reel them in.

Get More Leads from Your Existing Strategies

Increasing your lead generation doesn’t necessarily mean diving in and implementing an expensive array of new marketing strategies.  Marketing and customer outreach for the purpose of lead generation can be inexpensive, and bring a high return on investment.

You are likely already implementing many of these strategies.  With a little tweaking or refinement, you can easily double your leads, and ensure they are more qualified.

Here are some popular ways to generate quality leads:

Direct Mail to Your Ideal Customers

Direct email Marketing via Mailchimp, IContact etc, is one of the fastest and most effective ways to convert leads that will build your business.  It’s a simple strategy – and can in fact, double your conversion results.

Craft a special offer

Create an offer that’s too good to refuse – not for your entire target market, but for your ideal customer.  How can you cater to their unique needs and wants?  What will be irresistible for them?

Lead generation ads are simply designed and create a sense of curiosity or mystery.  Often, they feature an almost unbelievable offer.  Their purpose is not to convince the customer to buy, but to contact the business for more information.

As always, when you are always trying to target your ideal audience, you’ll need to ensure that your ads are placed prominently in publications that audience reads.  This doesn’t mean you have to fork over the cash for expensive display ads.  Inexpensive advertising in e-mail newsletters is a very effective for lead generation.

Spark curiosity

Don’t give them all the information they need to make a decision.  Ask them to contact you for the full story, or the complete details of the seemingly outrageous offer.

Grab them with a killer headline

Like all advertising, a compelling headline is essential.  Focus on the greatest benefits to the customer, or feature an unbelievable offer.

Referrals and host beneficiary relationships

A referral system is one of the most profitable systems you can create in your business.  The beauty is once it’s set up, it often runs itself.

Customers that come to you through referrals are often your “ideal customers.”  They are already trusting and willing to buy.  This is one of the most cost-effective methods of generating new business, and is often the most profitable.  These referral clients will buy more, faster, and refer further business to your company.

Referrals naturally happen without much effort for reputable businesses, but with a proactive referral strategy you’ll certainly double or triple your referrals.  Sometimes, you just need to ask!

Here are some easy strategies you can begin to implement today:

Referral incentives

Give your customers a reason to refer business to you.  Reward them with discounts, gifts, or free service in exchange for a successful referral.

Referral program

Offer new customers a free product or service to get them in the door.  Then, at the end of the transaction, give them three more ‘coupons’ for the same free product or service that they can give to their friends.  Do the same with their friends.  This ongoing program will bring you more business than you can imagine.

Creating Effective Marketing Material

Your marketing collateral gets sent out in the world to do one thing: act as an ambassador for your product or service, in place of you.  This may seem like a big job for a piece of paper, but it’s a helpful way to think about the materials you create.

When you meet with a potential or existing client, you do a number of things.  You make sure you are well prepared with all the information the customer could need.  You dress in clothing that is appropriate.  You anticipate their needs, and offer a solution to their problems.  You may also cater to how they best like to receive information.

Chances are, you wouldn’t meet with clients just for the sake of meeting with a client – say, for instance, to show off your new suit.  Likewise, you shouldn’t create and distribute collateral that is non-essential.

We all know that the biggest challenge for small businesses is the limited number of zeros attached to their marketing budget.  Marketing materials can be expensive, and a single, well-produced piece has the ability to devour the entire budget.  Given that billion-dollar marketing campaigns fail every day, how can you be sure to make the most of, and be successful with, the dollars you’re working within?

The answer? Limit yourself to only the essential items for your individual business, and produce them well with the resources you have.

Your Essential Marketing Materials

The easiest way to throw away your marketing budget is to create and produce marketing materials you don’t need.  Since many pieces of collateral are paper-based, this not only leaves you with boxes of extra (outdated) materials, but also takes a huge toll on the environment.

Take some time to determine what marketing materials you do need, and stick to your list.  It’s easy to want to “keep up with the Joneses” when your competition comes out with a new piece, but remember your focus should be on attracting and retaining a customer base, not matching the competition item for item.

Know your target market.  Make sure you have a solid understanding of your customer base.  From that knowledge, you can easily determine what the best way is to reach out and communicate with them.  Are they a paper-based or techno savvy client group?  Do they appreciate being contacted by email or mail?  Are they impressed by flashy design, or simple pieces?  How you communicate is often just as or more important thanwhat you communicate.

Pay attention to costs. Do you really need a die-cut business card? Does your flyer absolutely require ink to the edges?  Unique touches to marketing collateral can grab a customer’s attention, but they can also dramatically increase the cost of production.  Keep an eye out during the design process and make strategic choices about graphic elements.

Make mistakes – in small batches.  Not sure if that flyer is going to do the trick?  Testing out a limited time offer?  Small production runs may cost a little more, but you’ll avoid collecting boxes of unusable materials.  Or, try a split run with type versions of the same piece and see what works best.

Keep the environment in mind.  Environmental responsibility is on everyone’s mind these days – including your customers.  Always question if a particular marketing item can be produced in electronic format. Consider eliminating plastic bags in exchange for cloth ones, printed with your logo; print everything double-sided; send electronic newsletters; use your website to communicate; and, use recycled paper and envelopes when you can.

Brainstorm your wish list.  Create a list of desired marketing materials, and ignore expenses, clients, or any other constraint.  Then, beside each item, indicate realistically if it is a needed, wanted, not needed, or electronic item.  The next page includes a checklist to get you started.  Once you have finished, re-write your list in priority order.  This will keep you focused on the essentials only.

The Crux of Your Marketing Campaign

As you work your way through this program, you will find that nearly every chapter discusses the importance of a powerful offer as related to your marketing strategy or promotional campaign.

There’s a reason for this.  The powerful offer is more often than not the reason a customer will open their wallets.  It is how you generate leads, and then convert them into loyal customers.  The more dramatic, unbelievable, and valuable the offer is the more dramatic and unbelievable the response will be.

Many companies spend thousands of dollars on impressive marketing campaigns in glossy magazines and big city newspapers.  They send massive direct mail campaigns on a regular basis; yet don’t receive an impressive or massive response rate.

These companies do not yet understand that simply providing information on their company and the benefits of their product is not enough to get customers to act.  There is no reason to pick up the phone or visit the store, right now.

Your powerful, irresistible offer can:

  • Increase leads
  • Drive traffic to your website or business
  • Move old product
  • Convert leads into customers
  • Build your customer database

What Makes a Powerful Offer?

A powerful offer is one that makes the most people respond, and take action.  It gets people running to spend money on your product or service.

Powerful offers nearly always have an element of urgency and of scarcity.  They give your audience a reason to act immediately, instead of put it off until a later date.

Urgency relates to time.  The offer is only available until a certain date, during a certain period of the day, or if you act within a few hours of seeing the ad.  The customer needs to act now to take advantage of the offer.

Scarcity related to quantity.  There are only a certain number of customers who will be able to take advantage of the offer.  There may be a limited number of spaces, a limited number of products, or simply a limited number of people the business will provide the offer to.  Again, this requires that customer acts immediately to reap the high value for low cost.

Powerful offers also:

Offer great value.  Customers perceive the offer as having great value – more than a single product on its own, or the product at its regular price.  It is clear that the offer takes the reader’s needs and wants into consideration.

Make sense to the reader.  They are simple and easy to understand if read quickly.  Avoid percentages – use half off or 2 for 1 instead of 50% off.  There are no “catches” or requirements; no fine print.

Seem logical.  The offer doesn’t come out of thin air.  There is a logical reason behind it – a holiday, end of season, anniversary celebration, or new product.  People can get suspicious of offers that seem “too good to be true” and have no apparent purpose.

Provide a premium.  The offer provides something extra to the customer, like a free gift, or free product or service.  They feel they are getting something extra for no extra cost.  Premiums are perceived to have more value than discounts.

Remember that when your target market reads your offer, they will be asking the following questions:

1. What are you offering me?

2. What’s in it for me?

3. What makes me sure I can believe you?

4. How much do I have to pay for it?

Make sure you can answer these questions and you will succeed to get more qualified clients.

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_____________________________________________________________________________

So Why Do You Want To Have Your Own Photography Business?

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How about just working the hours that you want?

Having a holiday whenever you feel like it? Having freedom? Making a great income? Working the hours that you want?

When you become a professional photographer, you are no longer just a photographer! You are a marketer, salesperson, accountant, Photoshop and Lightroom expert, copywriter, customer relations person and business owner.

Your destiny is well and truly in your hands!

Photography is becoming increasingly competitive, so it’s essential to be savvy with your marketing to keep a constant flow of customers coming in the door.

Many people think they’re a professional photographer, but they cannot manage to maintain a steady flow of income.

Having creative talent is just not enough – there are too many struggling photographers, because photography can be a tough and competitive business.

Photography, like any business, requires a good marketing plan, expertise in handling customers and have good sales skills.

I have owned a photography studio specialising in weddings and portraits, for over 40 years, and now I am an International Photography Business Coach.

I feel that today’s photographers trying to break into the industry, do so without learning the basic business principles needed to succeed.

So many people pick up a camera and with little or no experience in the photography industry call themselves professional photographers, simply because someone commented on Facebook that they take amazing photos and could make money from it.

To experienced professionals, this is one of the leading causes of frustration as it creates a lack of respect for the industry.

There are many different ways that photographers operate their businesses. It may be from a commercial property or from home, but the principles for business success remains the same.

A solid business foundation is vital if you are starting a photography business if it’s to be successful in the long run.

So what are the materials that we have to gather to build that foundation for a successful business in photography?

You should have a simple structured price list that leads the customer to buy your core products, which in turn will help maximise your sales.

Forget what you would like the customer to buy. Let them decide on what they want based on the information that you have given them.

Do not prejudge what the customer can or cannot afford. Don’t think that the customer doesn’t have the money to invest a lot in photography. This is a big mistake. I have known a customer deprive themselves of a new car, choosing rather to spend thousands with me, on family photographs.

By not prejudging a customer, you can open your mind to the possibility that this customer will come back again and again over the years. Let your presentation be carried by this excitement, enthusiasm, and belief.

If you dress for success, the customer is more likely to take your higher prices seriously. I don’t mean over the top, but I do mean that you should dress professionally. Whether you are male or female dress appropriately at all times. It will have a positive effect on you, your business and your value.

You must practice your selling system. I used to role-play with friends or staff members, to perfect my presentation, right up to getting the money. You must build your confidence before you present yourself to your customers.

In my own business I developed a very effective yet simple Soft Sell System, which I now as a photography business coach, I teach my clients around the world with fantastic sales results.

A holistic approach is necessary because a photographers success depends on a multitude of factors all being present at the same time.

So what constitutes a solid foundation? There are four key areas to focus on to give your photography business base it needs to facilitate growth.

Positioning

You are trying to sell something intangible…something that doesn’t exist until you press the shutter and take the photographs, so you have to build trust.

What is positioning, and why is it so important?

It’s about Defining yourself and your business.

It’s about being professional in every aspect of your photography business.

We live in a world where we are exposed almost every minute with thousands of images, messages, ideas, and other people’s opinions.

You need to define yourself and your business so that you will feel more comfortable in your business and will have a clearer direction.

What is special about what you do, how you do it, what you believe in, and what you produce?

What makes you different from everyone else?

Do you offer a special service, or have a unique way of taking the photographs that give all of your images a different look.

I know in the good old film days I used to use a square format Hasselblad camera but so did lots of other photographers, so I bought a Hasselblad X Pan camera, and I used to shoot panoramic images throughout a wedding.

In my advertising material and all of my displays, I used these photographs to give me a point of difference.

Do you have a specific genre that you photograph?

Maybe you have an unusual studio location like in a church, or maybe you are on a large acreage in the country.

The general public is more and more feeling that they don’t need a professional photographer.

Maybe it’s because of all the “selfies” and such being taken with phones – the style of photography people are looking for has changed.

Products

Once you have your positioning in place, it is easier to choose the right products you want to sell.

With so many products available, like prints on fine art paper, framed collages of wall portraiture, boxes of matted prints, or silk canvas, you may find it overwhelming to try and pick the right products for your business.

Try to select Products that suit your Positioning and your Branding. In considering the types of products you should offer to your clients, it is also important to keep in mind the profit that you want to achieve. Could you maybe sacrifice a little bit of quality in buying a slightly cheaper product, for more profit?

You just need to source a product that your particular target customer wants.

When of the best suppliers I have found is Global Image Products. Their products stand out from the competition because they are price competitive, and also because of their uniqueness and quality. The Signature Portrait Box is the top best selling product for my clients, and the white gloss lacquer finish which radiates a rich quality is the most popular choice of the many portrait boxes available.

A lot of hard work needs to go into finding out what customers want, and this can be done by simply keeping a record of what each customer purchases, and then seeing what are the most popular products.

Pricing

Are your customers price- sensitive?

So the big question is ….

How do you set your prices?

Well, now that we have Positioned our business in the marketplace, chosen the Products that suit that positioning, we can now go about Pricing the products that suit your positioning.

Your pricing should be an evolving thing – just like the rest of your business.

At present, you probably aren’t charging enough.

OK there you go again saying but Bernie my customers are already whinging about my prices, how do you expect me to put them up.

Put your Positioning up, which will put your perceived Value up, which will start to get you a different client that values your photography.

If you simply don’t charge enough, it is unlikely that you will ever be able to make a profit.

Another reason photographers are hesitant to increase prices is their lack of confidence when setting their prices.

They don’t believe that they are worth it.

And let’s be honest.

Some photographers are not worth what they are charging.

It is all about balance.

Be realistic in fulfilling the needs of prospective customers and don’t fall into the trap of charging a little less than your competitors.

It is not a very strong business strategy and can lead to disaster.

The key to charging what you are worth is to make sure you deliver on your offering, because If you charge a lot and under deliver, your business probably won’t be around for long.

Don’t compete on price but rather start separating yourself from the pack.

If you can create a Point of Difference, your odds of converting your leads and getting good sales are way higher.

Getting your prices right is a key component in making money in your photography business.

I am often asked if you should put your prices on your website, and I personally don’t think that you should. Not a full price list anyway.

I would have a products page with images of your products in situ, and a starting price for each of those products.

Give more value (whether perceived or otherwise) than price, and the customer will pay the price.

Photography

Your photography needs to be compelling and fresh and to stand out in the crowded marketplace.

The state of photographic art is under fire right now – and many photographers are wondering what to do about it.

The art of taking photographs is changing, and photographers are asking me what’s going on. It seems that clients are looking for VERY specific things, and it’s causing some concern in the photographic industry.

To run a successful business in today’s competitive environment, you have to acquire skills in all areas of your business. You have to be not only a photographer, but a psychologist, accountant, time management expert, Photoshop wizard, an advertising expert, and an advertising executive, to name just a few. That’s a lot of hats!

It took me a few years to realise that my photography was only a small part of my business, and that to create a comfortable income, I had to get customers. Then I had to learn what sort of photographs to take, that my customers found irresistible and that they would buy.

Working from Home

Many photographers starting out, are choosing to work from home, and this trend is set to continue into the future, as more and more photographers take control of their passion for photography to create a profitable small business.

Photographers are willing to juggle their business and family life for a more simplified lifestyle that can bring rich rewards.

In making your decision to work from home, you have to realise that your personal or home life could intrude on your work, and vice versa.

The fact is that operating a photography business from home does need some know-how and discipline is needed to push you to focus on your work.

The good news is that working from home can provide you with a fulfilling career while being constantly around the family.

There are many other benefits, of course, and the best one is that if carefully planned and executed, your business can give you a high income.

Sure it’s a competitive market.

Of course, we’re dealing with budget brides and price shoppers.

And yes it will require hard work and solid commitment.

I have learnt so much over my many years of running a photography studio, that I was motivated to write a book. the book is called “Success Secrets of a Professional Photographer.” In the book, I reveal my strategies and secrets on how I sustained my own successful photography business for such a long period of time.

Final Words

If you are a passionate photographer, simply having creative talent may not be enough for you to build the photography business of your dreams.

Photography can be a tough and competitive business, and like any business requires a good marketing plan, expertise in handling customers and having good sales skills.

Having owned a photography studio specialising in weddings and portraits, for over 40 years, and now as an International Photography Business Coach, I feel the challenge for today’s photographers in trying to earn a good income from their photography is to learn the business principles that are needed to succeed.

Despite all the doom and gloom that lies around the photography industry at present, I believe that there has never been a better time than now, to build a Successful Portrait Business.

There are great financial and satisfying career rewards for those who persist, get the right advice, and follow their dreams.

Bernie Griffiths Photography Business Coach

Over 40 years of owning three successful wedding/portrait photography studios, Bernie Griffiths educates, coaches and mentors photographers around the world to help grow their businesses and create a better life.

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Are You Afraid To Even Try?

As a photography business coach, I teach a lot of photographers how to market themselves.

Some photographers think that Marketing doesn’t work for them, or that it is just not effective.

Some plan to do it “someday.”

And some just do it !

Which means, if you are one of those photographers who are really serious about starting or growing a photography business, then I have some great news for you.

I can help you!

My coaching programs allow you to subscribe with no long term commitment, making all of my Coaching Programs totally risk free.

Is it time to get going now before the year slips away?

Let this be the year where you made a decision to do whatever it takes to get your photography business going.

Create a Booming Photography Business – Grab my FREE Gift here

These are a couple of photographers that you will meet in my INNER CIRCLE GROUP.

SO MANY WASTED YEARS

Kelli Wilke, Wilmington, Delaware. “Thank you Bernie. I wish I’d met you 20 yrs ago, I’d be retired 🙂 I worked 2 hrs this weekend, Audra did a sales zoom Friday night for me, in 4 days I sold nearly $6500 and I really didn’t work much at all.. crazy. I want to refund all my weddings coming up and just hang out w my kids.  32 family sessions on the books. 20 headshots over a couple of days at 275 each without files for a company (I’ve never asked this much) 6 weddings still going forth with their plans 2020 was not as bad as I thought it would be”.

INCREDIBLE…

Chris Cottrell, Jacksonville, Florida.  “A few weeks before coming onboard with Bernie I booked a “Family on the Beach” photo session. Had I used my old pricing I would have made $545 with the photos they purchased and the session fee. They ordered 5 digital files, on a flash-drive, paid the invoice for $950, I dropped off the flash-drive this evening. With the session fee I made $1,145 for less than 5 hours work total!! Thank you Bernie. I can’t wait for my next IPS later this week – goal $2,000 sale!!”

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Is Photography A Sustainable and Scalable Business?

I really want your thoughts on this topic, if you’re open to sharing them…

A photographer told me recently that one of his clients had said “I think you should give me the digital files as well as the print or the wall.”

She wasn’t suggesting, but rather she was demanding.

Another example of some customers perceptions about the value of digital files, and I wonder whether there is a shift in the customers perceptions of what they should get for their hard-earned money.

So, the question for me and perhaps for you, too, may be…

Is a photography business still as sustainable a business as it once was?

I’m not suggesting you start lowering your prices and giving away digital files like crazy to get customers. What I’m really suggesting is that you have to think outside of normal parameters and come up with innovative ways that your photography business can leverage the present, to competitively monetize the current professional photography market.

Running a sustainable photography business involves changes and adaptation that allows a photographer to compete in a way that matches the current environment.

The simple solution to try and never say no to your clients, but rather re-phrase the way you speak to them.

Photography business owners need to understand that markets change.

I’ve had my stubborn and frustrating moments with customers, but inevitably realized that I’m here to give a client what they want and make money doing it. Find a way to give clients what they are asking for. It’s my job as a photography business coach to figure out how we do that and at the same time make a big profit.

From just $149 a month, with no commitment to continue, so totally risk free.

Let 2021 be a different year for you.

Let it be a year where you made a decision to do whatever it takes to get your photography business going.

Create a Booming Photography Business – Grab my FREE Gift here

Are You Frustrated at your Customers Not Spending?

Are you frustrated at your customers not spending?

Are you sick of spending money and not making any money?

Are you tired of trying to work out the best price list for your portrait and wedding clients?

Are you just starting out in business?

Are you spending too much time on your computer?

Do you need help to set up the lighting in your studio?

Is your dream to be a full-time professional photographer?

Do you need help and guidance?

Is now the time to look at better alternatives to making more money in your photography business?

How much could you benefit from getting advice from someone that has had over 40 years of experience in doing what you are trying to do?

How would you like full access to International Photography Business Coach Bernie Griffiths, one of the most awarded, respected, and experienced coaches in the world.

Bernie has over 40 years experience owning a successful wedding, portrait studio, and almost ten years as a photography business coach. He is a “down to earth“ person who can relate to all areas of your wedding /portrait business.

Bernie has walked the path as a wedding/portrait photographer, and knows the frustrations and day to day challenges There are short cuts that can lead you to accelerate your success, both as a photographer and business owner.

As a super experienced photography business coach, he can implement systems for you to start off a business, or if you are an experienced photographer, can re-shape your business to take you on a more successful path.

Every area of your business will be covered with his Coaching Membership and his private Facebook INNER CIRCLE GROUP.

We spend our time on the targeted areas you need most, including:
  Selling systems for both Portrait and Wedding photography
  Photography Style
  A better Pphone Technique
  How to Increase Sales
  Studio Presentation
  Creating Higher Profit
  Customer Emails
  Defined Goal Setting
  Analysis of Systems set in place
  Studio Systems and Workflow
  Soft Sell In Person Sales 
  Price List Strategy 

STOP throwing your money away on online digital education. Invest your money wisely into “one on one” education and then put it in to action.

IF YOU KEEP DOING WHAT YOU ARE DOING, YOU WILL KEEP ON EARNING WHAT YOU ARE EARNING.

Let this year where you made a decision to do whatever it takes to get your photography business going.

Create a Booming Photography Business – Grab my FREE Gift here

Intense, confronting, overwhelming, fun, but all I can say now is FINALLY i have a straight forward business plan and can’t wait till me next, phone call, meeting, and most important big sale. Getting Bernie’s help is a must for someone starting out in the industry or even like myself chasing my tail for years and getting nowhere.. I  feel re-born, my fear has been replaced by excitement! Zaharuola Harris, Malvern Victoria

Since attending Bernie’s course in Newcastle last year, our average studio sale has more than tripled. We now complete $3,000 and $4,000 sales regularly. Bernie gave us the confidence and drive to introduce a complete new range of products, to view our studio as a retail store and realize that the system we had in place didn’t have the capacity to grow with our business.  Now we have customers swiping credit cards through with thousands of dollars worth of products yet leaving with a huge smile on their face, knowing they have invested into the history of those who aren’t even born yet. Bernie has certainly changed the future of our business and was certainly the best investment we have made to date’. Thanks again Bernie…Maree Nichols Sydney

 “Since Bernie took me under his wing!…so to speak, I have gone from no studio/ no bookings/no marketing, to a sophisticated studio with SYSYEMS, BOOKINGS AND BIG SALES. Just incredible when I thought about throwing the towel in last year and it was just too overwhelming, now it’s awesome.
I know I have a lot to learn, but already I feel I’m living my 5 year dream of running a successful Studio in the very competitive Sydney market…WITH A TODDLER in TOW!!!!…hhhmmm!
Thanks a million Bernie ! Zharina Robertson, North Sydney 

Are You Afraid To Even Try?

As a photography business coach, I teach a lot of photographers how to market themselves.

Some photographers think that Marketing doesn’t work for them, or that it is just not effective. 

Some plan to do it “someday.”

And some just do it !

If you are one of those photographers who are really serious about starting or growing a photography business, then I have some great news for you.

I can help you!

From just $149 a month, with no commitment to continue, so totally risk free.

Let 2021 be a different year for you.

Let it be a year where you made a decision to do whatever it takes to get your photography business going.

More info and to sign up……

www.berniegriffiths.com/what-you-get-from-membership

or email me bernie@berniegriffiths.com

These are a couple of photographers that you will meet in my INNER CIRCLE GROUP.

INCREDIBLE…A few weeks before coming onboard with Bernie I booked a “Family on the Beach” photo session. Had I used my old pricing I would have made $545 with the photos they purchased and the session fee. They ordered 5 digital files, on a flash-drive, paid the invoice for $950, I dropped off the flash-drive this evening. With the session fee I made $1,145 for less than 5 hours work total!! Thank you Bernie. I can’t wait for my next IPS later this week – goal $2,000 sale!! Chris Cottrell, Jacksonville, Florida.  

SO MANY WASTED YEARS…I wish I’d met you 20 yrs ago, I’d be retired :)I worked 2 hrs this weekend, Audra did a sales zoom Friday night for me, in 4 days I sold nearly $6,500 and I really didn’t work much at all.. crazy. I want to refund all my weddings coming up and just hang out w my kids.  32 family sessions on the books. 20 headshots over a couple of days at 275 each without files for a company (I’ve never asked this much )  6 weddings still going forth with their plans. 2020 not as bad as it seems. Thank you Bernie.  Kelli Wilke, Wilmington, Delaware.

The Times They Are A’Changing.

Nothing stays the same right?

And sometimes, you have to let go of the old, to make way for the new.

For some photography business owners this is hard.

They stubbornly cling to antiquated marketing ideas, but the world has moved on.

They keep trying to sell stale images and outdated products, while the market is crying out for the new and fresh photography and the more trendy products .

It’s a big mistake… but I see it all the time.

Over the forty plus years, I’ve come to a conclusion… a conclusion that will help you and your photography business in the uncertain times that are ahead.

And it is this …

The only way to survive and thrive in your business is through constant re-invention of forever changing and adapting to what your market wants.

Coaching photographers around the globe I have a great insight into the style of photography that people want and the products that they are paying thousands of dollars for.

Would you like to know what these are?

Create a Booming Photography Business – Grab my FREE Gift here

The Market is Changing…Are You?

Nothing stays the same right?

And sometimes, you have to let go of the old, to make way for the new.

For some photography business owners this is hard.

They stubbornly cling to antiquated marketing ideas, but the world has moved on.

They keep trying to sell stale images and outdated products, while the market is crying out for the new and fresh photography and the more trendy products .

It’s a big mistake… but I see it all the time.

Over the forty plus years, I’ve come to a conclusion… a conclusion that will help you and your photography business in the uncertain times that are ahead.

And it is this …

The only way to survive and thrive in your business is through constant re-invention of forever changing and adapting to what your market wants.

Coaching photographers in their businesses around the globe, I have a great insight into the style of photography that people want and the products that they are paying thousands of dollars for.

Would you like to know what these are?

Contact me and let’s have a FREE Zoom chat on what you should be doing in 2021. Email me at bernie@berniegriffiths.com with subject line 2021.

Growing Your Newborn Photography

The world wide baby boom a few years ago, created a boom of new born photographers.
 
Most newborn photographers photograph newborns in a very similar fashion. 
 
As a business coach I talk a lot about how a photographer should separate themselves from other photographers, and stand out from the rest.
 
The time the majority of Newborn photographers spend on the photography session itself, the culling of the images, the post production, I have heard can be up to 12 hours.
 
This is an enormous amount of time when you realise that most newborn photographers would average less  than $1,000 per session.
 
When I photographed newborns, one of the criteria that I set myself was to photograph the baby with its eyes open.
 
You may think that it is not possible to photograph a newborn with its eyes open, but I did it all of the time.
 
Just as there is a technique for putting a baby to sleep, so I created a technique for waking a baby up, enabling me to capture a variety of expressions in a short amount of time.
 
Usually my newborn baby sessions took a maximum of an hour, and my average sales were a lot higher than the majority of newborn baby photographers around today.  
 
The eyes are the most compelling part of any portrait, for they are indeed the windows to the soul.
 
A parent rarely sees their newborns eyes, as we know young babies are usually sleeping, crying, or feeding.
 
My challenge was to capture the heart of the baby, the many different expressions, and the unique delicate character of a brand new human being, rather than put them into a “one size fits all” prop.
 
I also set out to record the parents deep love, uncertainty, and great bond with their new addition, so the parents were always included in many of the photographs.
 
This also helped give some idea of the fragile size of the baby, compared to an adult.
 
BUT the main reason that I photographed newborns this way, was to give me separation from other photographers, and to maximise my sales, which I was able to do by taking a greater variety of images.
 
I told my prospective clients that I DIDN’T put babies into unnatural positions, place them into flower pots, or wrap them like they were still in the womb,
but that I took a more sensitive and classic approach of producing images that would not date, and that their baby would not be embarrassed to look at on their 21st birthday.
 
Keeping the photography session to one hour made good business sense, in that I could do many sessions a week, and my post production time was minimal.
 
As you can see that I am only coming from the BUSINESS perspective, rather than from the creative one.
 
It’s ok to be a follower…………. but it’s much better to be a leader.
 
It makes good BUSINESS sense to make the transition to step away from the herd, and create your own unique style of photographing newborns.
 
I am sure that if, and when you do, you will have a very successful newborn photography business.

I am at present coaching 4 Newborn photographers and they are working “smarter not harder” and achieving great financial rewards.

My philosophy for business has always been “ If It Is To Be…..Then It Is Up To Me.”

Need some help?

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Millionaire Photographer and Business Coach

This interview will be featured in a Celebrity Experts book series, podcast series, online training program, OTT TV show and Summit.

MILLIONAIRES ACADEMY

Genuine advice to help photographer scale to 7 Figures and survive to enjoy it!

Why and how did you start your business?

I suppose I feel I was born with a camera in my hand so becoming a photographer and owning a studio was my destiny. I started taking photographs at just 15 years of age, and photographed my first wedding at just 18 years old, which was of my sister in the snow.

After 40 years of having a very successful wedding/portrait photography business turning over millions of dollars during that time.

A camera to me was just a tool. A great tool.  It was a “money making machine.”  

Tell us about the problems you solve and who for?

I am now an International Photography Business Millionaires Academy Expert Interview Questions

 You’ve had great success, what do you credit that to?

I was born I feel an entrepreneur and I have always had an enormous drive for success. Although driven I always needed regular Coach, and with my “5 steps to Freedom” program I coach photographers on growing their business so that they reach the Freedom stage.

Is it important to know your target market and why?

Knowing your target market I think is crucial in growing a business as it defines your Marketing, which in turn can save you from wasting money on Marketing in the wrong ways.

Was it challenging to scale like you have?

It was challenging and did take me 3 or 4 years to understand the coaching environment but I was very fortunate as I had a great coach in my first year of my coaching.

What I learned in those early years gave me a great foundation for my business now.

If you were starting over and wanted to make a million dollars, how would you do it?

If I was starting over I would totally focus on creating a business model that was scalable .  I think that is the key. Of course it is easier to scale a business that is highly profitable too, so I would I would make sure that it was.

I think that the industry that I coach which as I said is portrait photographers is very scalable and I have often thought at opening a studio again.  

 What is required to do it that way?

Any business owner I think must have an open mind, be a decision maker, and have the ability to push through their fears and get out of their comfort zone.

What kind of businesses or personalities does this method suit?

Being a little bit crazy and have a fearless kind of approach to life would be a great asset.

Can anyone do it?

I don’t think any of us know what we are capable of or what our potential really is, unless we go on the journey. Taking that first step is the key. Step by step has always been my methodology. Walk before you run. Be patient.

In your experience, what are the most important areas to get right in your business?

First and foremost it has to be marketing. I think also you have to learn how to hold on to your money.

 What’s your favourite sales funnel, the one that consistently works for you?

I have done a lot of testing with sales funnels and the most effective that I have found are short ones. Ultimately in my industry you have to get on the phone and speak to any potential client. “One on one” is the best communication.

What do you find is most effective for marketing your business?

Facebook Ads by far. We use Boosted posts and keep it simple with the messaging.

Is authority or celebrity a factor in your business?

Authority and experience allows me to charge higher prices.

What kind of business does your system best work for?

Any business can adapt to the 5 Steps to Freedom

What are you plans for the future?

Keep learning, and keep striving to get better at everything I do.

What advice do you have for others wanting to follow a similar path?

Make a plan…Focus on that plan…make small changes as you go on your journey

If you own a failing Photography Business, or are starting a new one….

Create a Booming Photography Business – Grab my FREE Gift here