In part three of this series, we’ll discuss tips 11 to 15. Here are steps you can take today to grow your photography business. If you missed the previous articles, you can read part one thisand part two this.
Special thanks to Lancaster, PA headshot photographer Richard Waine to collaborate on this series. I would also like to thank the photographers Michael Schacht and Mike Sansonewho runs? Headshot Hot Sauce, an organization that trains photographers to shoot correctly in sales and marketing. Much of what I learned about growing my business came from their mentorship.
11. People are not dollar signs, and they can tell if you care
Money is important. Managing your money, and knowing your worth as a photographer, is a must if you want to be successful in photography or in any business.
But prioritizing profits over people is a sure-fire path to failure. Business is all about relationships, and treating a customer like a money machine is not only wrong, but bad business. People aren’t stupid, and they can tell if someone is money-minded and can tell if you really care about their needs. As a small business owner, your reputation in the community will precede you, whether it’s good or bad.
12. You’re not too good at cleaning your own toilets
Years ago, I had a business partner who wanted all the benefits of being the boss, without sacrificing anything. This person avoids doing anything that he feels is “below him”, which basically includes almost anything other than collecting checks. After a few months of running the traditional business together, I found myself the only one who had ever cleaned our studio. Eventually, I realized that this person treats tasks like cleaning, moving equipment, running errands, and even dealing with problematic clients like the one below him. He knew I was going to do them, because it was the right thing to do, so he just didn’t mind and let me clean up all the mess, literally and figuratively.
Years later, I attended a reception at Peter Hurleystudio in Manhattan. After the event, including refreshments for guests, I watched Peter begin to clean up his studio. There were plenty of attendees who helped take out the trash and get the studio back in order, but Peter doesn’t think cleaning his own studio is “underneath” or “not his job,” though. He is one of the most famous photographers in the world.
I learned a valuable lesson from both of them. A great leader and a successful entrepreneur see them as no duty when it comes to running their own businesses. They see what needs to be done and do it. My former co-worker thinks he’s too good at cleaning his own bathroom, which clearly shows the character’s major flaws spill over into every aspect of the business.
13. Email Marketing
A great way to build your brand and engage customers is to send out periodic email newsletters. Newsletters can include anything from photography tips to recent customer experience stories at your studio. The key to effective email marketing, besides consistency, is creating engaging emails. As a headshot photographer, one thing I do is send emails with headshot photography tips. This not only provides my readers with valuable information, but also helps me become an expert in my field. Make sure your email has a clear call to action, such as a button that says “Book now” or “Learn more.” You want to make it easy for customers to book your services if they’re ready.
14. Networking Groups and Trade Associations
As I mentioned in previous articles, you can be the best in your area, but if no one knows who you are, it won’t matter. While you probably won’t gain much direct business by joining your local Chamber of Commerce, it will allow you to build strong relationships with other business leaders in your community. . As word of your business spreads widely and as you become a valued and trusted member of your community, your business will also grow. Network groups and associations are part of the long game, so plant those seeds and keep cultivating them!
15. Stop competing with other photographers
A common and often fatal mistake photographers make is trying to compete with other photographers in their market. There are many reasons why this is stupid, but to put it simply, the only person you should be competing with is yourself. Once you take your eyes off the ball and see what others are doing, you are losing sight of your own goals and business.
The absolute worst way to compete with others is to start a price war with them, however I have seen companies implement this strategy to their own demise. Ever wonder why Starbucks and Dunkin Donuts can both exist on the same block and both are so successful? You can be sure it’s not by trying to compete on price or basically anything else. Instead, these companies focus on their own brands and create unique experiences and value for their customers. And this is what we need to do as a photographer.
My studio is located just outside of New York City, in an area filled with literally thousands of great photographers. Instead of wasting my time watching what others are doing, I spend my time honing my skills and creating unique and valuable user experiences for my customers. The truth is that we all have our place and trying to make my business better by adding value is a much better strategy than trying to compete with others.
Thanks so much for reading part three of this series. Stay tuned for season four, coming soon.
Guided by images and articles by Michelle VanTineUsed with permission.
