“SHARING AND SELLING THE BENEFITS”
Monday, Mar 31, 2008
The way you present your images to your clients will determine the level of success your studio will experience. Projection is nothing new to our profession. In fact I have been projecting since 1986. Back then I saw a huge spike in my sales when I projected versus letting proofs go out the door. From a business standpoint, selling with projection is without a doubt the best way to go! But YOU must personally believe it is the best way as well. I am not just talking about the sales aspect, I am talking about truly the best way for your clients to enjoy them and make an educated decision on their images. I have a great example of this today. My 10:00am appointment today was a wedding consultation for a ceremony September 2009. When I explained to my prospective clients how they were going to see their images after the wedding with projection, they got excited! The bride mentioned, “All the bridal books tell me to make sure and find a photographer that will post all the images on the net, but your way sounds so much easier and a lot more fun than looking at the images on a stupid computer screen!” The reason for their excitement was because of the benefits I explained to them: Basically a fun filled evening with food, drink, and experiencing all the images to music. It is like reliving the wedding again, but this time getting to enjoy every minute of it! Plus, we will be able to design the album of their dreams that night and it will be ready to share with the world in a month or so. Doesn’t that sound more enjoyable than laboring over a computer screen for weeks and weeks trying to choose you’re PHOTOS? Yes it does! I am also convinced that one of the main reasons why my clients and potential clients are excited about this process is because I AM EXCITED about the process! You need to BELIEVE and you need to SHARE the benefits of whatever you are trying to communicate. In this case, for us today, it is the way we present our images with projection. SHARE and SELL the benefits! B.H.
My Wife the Techno Queen
Sunday, Mar 30, 2008
If you haven’t figured it out yet, I’m not a huge fan of technology for technology sake. Just because things are new and improved doesn’t always make them better! But sometimes technology can do amazing things. Here’s a good example. My wife Terri is a realtor. She’s working with a couple from Georgia that’s moving to our area. They are basically purchasing a home from a long distance without being able to walk through it. Not the best way to invest in a home. Terri’s clients need to make a decision soon, in fact the house they originally wanted just sold yesterday!
Yesterday Terri photographed each room of the new house in the running, came home and created a virtual tour with the images. This all happened within a couple of hours. She then emailed her clients with a link to the v-tour. Is that cool or what? So, did the house sell? I’ll keep you updated in the next few days!
BH
Re-Branding!
Friday, Mar 28, 2008
I am so excited about this month’s Monthly Mentor! Why you ask? It is my interview with my featured client Dr. Ziegle. I have had the opportunity to work with her and her family for the past 7 years. Dr. Ziegle over the course of those years has totally re-branded herself and her dental practice. She has gone from being a general dentist to a high end cosmetic dentist. Much like we all want to transcend being just a photographer to becoming a high end wall portrait designer. Before she was working over 80 hours per week with a staff of 14 to now working only 3 days a week with a staff 3! The best part is that with this change her net profit is now 20% higher! I don’t want to give away the whole interview but here are a couple of gems I will share! (1) Sit down with the people that matter most to you in this world and map out a clear vision of where you want to be in the next 10 years. (2) After doing that, start back tracking the steps it will take to accomplish your vision. (3) Just do it! Well, all of those things must have worked because in just 3 years Dr. Ziegle has fulfilled her vision. Be watching for this month’s addition of The Monthly Mentor. Have a Good Friday! B.H.
"Look Mom No Cavities!"
Thursday, Mar 27, 2008
I just finished a dental appointment this morning that resulted in a true revelation! What would that be you ask? My hygienist Bev informed me that this was my 30th anniversary with their office. 30 Years! Wow, she was right. I first came to Dr. Danny 30 years ago when I started teaching High School! As I set up my next appointment, I asked Michelle, the office manager, how long she had been there. “18 years”, she replied. That’s a long time to work for anyone. At that point I’d just remembered that Debbie, my office manager, has been with me for 18years! So what’s the secret to keeping employees happy and willing to stay through the years? Let’s find out the top reasons from Dr. Danny’s and my staff. (1) The boss is a great teacher (2) Always committed to excellence (3) Staff and clients/patients are like family (4) Encouraged to enjoy the day and have fun
(5) If they do make a mistake, they are not yelled at (6 ) Very flexible schedules
(7) Lots of free lunches (8)We are all equal team members
So, those are the Top reasons why, at least, mine and Dr. Danny’s staff, continue to show such loyalty through the year. Hope this was helpful today. By the way, “No Cavities!!”
See you tomorrow, BH
PS: Washington State Cougars play UNC today at 4:30 pacific time, GO COUGS!!!
Could Things Be Changing?
Wednesday, Mar 26, 2008
Markets are up again today and last month’s existing home sales were up 2.1%. Could things be changing? I have found that no matter what the news has in store for us each day you MUST stay positive and continue to work your marketing plan. I have been home from the tour a few weeks now and it has been wonderful focusing on my core business. Yes, after traveling to 40 cities since mid-October, moving into a new house, and launching this new website, I am extremely busy! But my core business will always be photography. In both March and April’s Monthly Mentor Issues I feature Ken Whitmire in a two part interview. One statement he made that stuck out in my mind was that marketing his business takes up to at least 60% of his time. Ken is a 50 veteran of the business and if he still needs to market as hard as he does, where does that leave us? One area that we are moving into and have been for the last year or so is the commercial market. It is amazing how many businesses are in need of images for their website, brochures, and marketing pieces. They don’t know where to turn! We have been very successful using our chamber of commerce directory to market our services. In fact we just joined a neighboring city’s (Kent, WA) chamber a few months ago. I just gave them a call to see if I could get the master list of all member businesses on an excel file (so we didn’t have to type them all) and sure enough, they sent it right over. We drafted a letter introducing ourselves, complete with testimonials from 3 different businesses, and our 4 color commercial flyer. They are being mailed as we speak. The excuse that no one has any money or the economy is down does not resonate with me. You have to continually market your business ALL THE TIME. Much like Ken’s statement above, he has been in business 50 years in the same small farming town, and he still spends the majority of his time on getting his message out. I guess my whole point in today’s Mentor Minute is that no matter what the TV news machine is preaching that day (usually negative) you need to stay positive and continually market, no matter if the economy is up or down. Till Tomorrow! B.H.
The Power of Three!
Tuesday, Mar 25, 2008
Hello everyone! Time for another Josh Blog tonight, my dad had a dinner to attend and we were so busy at the studio today there was no time for him to write a blog. One of the reasons why the phone was ringing like crazy is the power of three. I am referring to direct mail marketing campaigns. Most marketing experts stress that if you are going to send out a direct mailer, you need to send it in threes. Instead of one mailer, send three spaced out by a few weeks to a month. For instance, we sent out a preliminary generic senior card about 4-5 weeks ago. We had some action, but not much. In today’s rapid response, impatient culture, people tend to be discouraged when their marketing does not give them instant business and return. With today’s changing market, you need to work a little harder. We sent out our second mailer last week. This time it was a more targeted piece. The seniors name was on the front and in the copy on the back use Marathon Press’s Variable Data Technology. Boys received a card just for boys and girls received a card just for girls. Now the phone is ringing. Sometimes just one impression, especially to a cold client, is not enough. Going out next week is our 2008 senior brochure as well as a “Last Call for Senior Portraits” card in April. So I guess this should be called the Power of Four! My point is, when you are doing any kind of direct response marketing, be sure to send the campaign in at least three different versions. You will be amazed by the difference in return! Have a great night everyone, Bruce will be back tomorrow! J.H.
The Power of Three!
Tuesday, Mar 25, 2008
Hello everyone! Time for another Josh Blog tonight, my dad had a dinner to attend and we were so busy at the studio today there was no time for him to write a blog. One of the reasons why the phone was ringing like crazy is the power of three. I am referring to direct mail marketing campaigns. Most marketing experts stress that if you are going to send out a direct mailer, you need to send it in threes. Instead of one mailer, send three spaced out by a few weeks to a month. For instance, we sent out a preliminary generic senior card about 4-5 weeks ago. We had some action, but not much. In today’s rapid response, impatient culture, people tend to be discouraged when their marketing does not give them instant business and return. With today’s changing market, you need to work a little harder. We sent out our second mailer last week. This time it was a more targeted piece. The seniors name was on the front and in the copy on the back use Marathon Press’s Variable Data Technology. Boys received a card just for boys and girls received a card just for girls. Now the phone is ringing. Sometimes just one impression, especially to a cold client, is not enough. Going out next week is our 2008 senior brochure as well as a “Last Call for Senior Portraits” card in April. So I guess this should be called the Power of Four! My point is, when you are doing any kind of direct response marketing, be sure to send the campaign in at least three different versions. You will be amazed by the difference in return! Have a great night everyone, Bruce will be back tomorrow! J.H.
Happy Easter!
Sunday, Mar 23, 2008
That's it. Happy Easter!
Putting a “Face” to it!
Saturday, Mar 22, 2008
What a beautiful day in Seattle. The sun has almost broken through the clouds and it’s warmed up to near 60 degrees. The flowering trees are in full bloom. The daffodils and tulips are popping up all over the place. I even got time today to run out between sessions to have lunch at my favorite fish and chips place on the shores of Lake Washington. It is called Ivar’s Seafood and it has been a Seattle tradition for over 70 years. Being a Seattle native I was raised on Ivar’s seafood and chowder. They are a local institution around here. In fact I wrote about The Ivar’s Experience in my book The Relationographer www.relationographer.com. Ivar Hagland started his chain of restaurants in 1938. He has been gone for many years now but his colorful personality and humor is still part of the Ivar’s experience. As I write this I am looking at a couple of Ivar’s inventions hanging on the wall. One is a rifle with a shovel at the end of the barrel. It’s a “Clam Gun”, get it? You know, to dig clams with. The other is a saw with a metal chain on it instead of a blade. You got it…a “Chainsaw.” Ivar’s has always made it part of their culture to be personable with each and every customer. This is a lot of what I wrote about in my book. One thing new that I noticed today was some new banners hanging from the ceiling. They have an amazing image of a beautiful fishing boat moving through the water. The banner reads, “PACIFIC TRUE COD caught by the KATIE ANN in ALASKA for IVAR’S. HAND CUT and prepared FRESH for you!” That banner is a masterful piece of marketing. With one image and 17 words they have just personalized the piece of fish (sorry, Pacific True Cod) from Alaska caught by the beautiful boat named the Katie Ann. Wow! Is that cool or what? In other words they just put a face (The Katie Ann) to the fish I just ate. How can we do this in our business? I do it a couple of ways. The first thing is letting my clients know about the wonderful relationship I have with my amazing color lab, H & H. I had the opportunity to photograph the owners (Wayne and Shirley Haub) and their family a couple of years ago. It is one of my favorite family portraits and I love to share their image with my clients. And of course, I am not showing them an 8x10, but a gorgeous 30x40. Remember; show what you want to sell! I also share with them the story of H & H and how they will produce outstanding images for them (the clients) as well. Secondly, I introduce them to my staff and their role in the process of making their portrait experience exceptional. Many times I’ll bring Kelly, my production manager, into the consultation or sales meeting to meet the client in person. I point out that this is the lady who will be enhancing your image. “Kelly is the enhancement specialist!” So, I invite you to come up with some other ways to personalize your studio and put your face to your business. Well, better get back to work, I have to deliver some final wall portraits to a client’s home and hang them. Yet again, another way to put a face to your business I might add. Have a Happy Easter! B.H. –PS. Josh’s Washington State Cougars just advanced to the Sweet 16…Go Cougs!
Don’t Be a “One Trick Pony”
Friday, Mar 21, 2008
One of our secrets to studio success is having a diversified product line. I can’t tell you how many times I have talked to photographers around the country that just don’t understand this concept. Portrait and wedding photography are seasonal propositions. Making a profit to live on is a MONTHLY proposition! If all you like to do is weddings, then what do you do during the slow times of the year? Trust me, it takes being somewhat diversified with your product line to make your business profitable year round. For instance, during the “slow times” for family and weddings (Jan-March) we really push our commercial photography. We also have our First Year Baby Plans going every month. Bottom line, if I only did weddings and families, there would truly only be 6 months a year where I would be making money! Don’t be a one trick pony and diversify. Not to mention that each photographic product eventually feeds into another. Children’s leads to families, families lead to seniors, seniors lead to weddings, and weddings lead to children. See the marketing and future business potential? Diversify! You will sleep better at night! Have a great Easter weekend! B.H.
Same Old-Same Old
Thursday, Mar 20, 2008
One of the things I hear all the time is “My marketing just doesn’t work anymore! What used to be effective and get that phone to ring just isn’t anymore.” In many ways I agree. So what does that tell you? You can’t do the same old thing anymore. One example I want to share with you today is direct mail to seniors, since this is the season. We used to send cards to all the seniors in our designated zip codes around the studio. On average we sent 4,000 or so seniors who would receive our marketing. 5 or 6 years ago this worked great, we booked 300 hundred seniors a year. Not a bad ratio considering marketing experts say a 1% return on a direct mailer is great! But recently we began to see a decline in the number of sessions and the quality of clientele. Today, instead of mailing to 4,000 seniors blindly, we pin-point to those seniors who’s household incomes are over $100,000 per year. Our numbers are more like 1,500 to 2,000 now. So we send to half as many but they are all better qualified moneywise. Not to mention that these clients will see my family and wedding work while at the studio. It’s like getting paid to market my other photographic products for future purchases! But that is a whole other blog; let’s get back to topic here. Because the numbers are cut in half we are able to send twice as many cards on the same budget! We also find just sending one card is not enough, anytime you can send multiple impressions to a prospective client, it is a good thing! Another strategy that has been effective is using Marathon Press’s variable data technology. Variable data is a fancy term for mail merge. We are able to send cards out that our personalized to each senior- both on the front and the back. You know, if you were a Gold or Platinum Member to The Monthly Mentor, you would be getting our latest senior cards right now. Sorry for the plug, I just had to! In addition to have the cards personalized, we go even further by creating a card for guys and one for girls. The guy cards have guy images on the front and guy copy on the back. We do the same for the girls. Overall this strategy has given us a better response rate than the generic card we used to send. This is just one example of how we have taken the same old thing and “tweaked” it until the phone started to ring. Doing what you used to do expecting the same results as before is not going to work. But “tweaking” the same strategy until the phone rings can yield you great results! Till tomorrow, B.H.
Traditions
Wednesday, Mar 19, 2008
To me, life and family are about traditions. It is amazing that so many little things Sue and I did with the kids as they grew up are now big time traditions today for them as adults. From going to Cannon Beach, OR every August on vacation and photographing clients (one of our portrait safaris) to being part of the annual Tree Lighting Ceremony in downtown Seattle the day after Thanksgiving. Traditions are a huge part of my family. One of my 20+ year clients has started her own family tradition by using my photography to capture the yearly growth of her 2 daughters. Each year she has me photograph the girls in the same gowns, on the same background, with the same soft feeling. The only thing that changes is the age of the girls! What a great way to witness the passing of each year of her daughter’s lives! What a great idea to introduce to the rest of the public! Let’s do it! To see the example of this portrait I took a few weeks ago, check out today’s update on The Image of the Week. B.H.
Exciting and Overwhelming!
Tuesday, Mar 18, 2008
Sorry for not posting The Mentor Minute the past few days. Being one of the over 12,000 photographers at WPPI was exciting but overwhelming at the same time. Josh and I had the opportunity to dine with Steve Sheanin last night. Steve is the founder of WPPI and the publisher of RangeFinder Magazine. I consider him one of my closest friends and mentors. I actually attended the first WPPI back in 1981. I blogged about my experience a few days ago, check out the archives! At dinner you could tell that he was exhausted but extremely grateful for the success of his organization that he has built for the last 26 years. In so many words, Steve expressed the essence of the WPPI experience. “Where else can you learn from some of the top photographers in the world and shop for the best photographic products and services all under one big roof? It works for everyone, both the photographers and the vendors. It’s like one BIG happy family”, said Steve! To me that is the exciting part of WPPI. The overwhelming part is putting into action what you have learned or purchased. You need to connect the dots in order to get things done. I actually wrote about this in last month’s E-Studio Success Tip. (If you are not receiving our newsletter, please email my son Josh at josh@mystudiomentor.com and we will send you a copy right away!) With all the new and improved stuff out there, you really need to stay focused. Walking through the trade show for 2 hours is the equivalent (in my opinion) to a 12 hour wedding coverage. It is FUN, FULFILLING, but EXHAUSTING! Bottom line: No matter how our industry evolves, it still comes down to 4 core principals that will allow you to gain studio success. (1) Marketing to your “Perfect Clients” (2) Creating images with impact (3) Selling those images with projection (4) And managing your studio efficiently with cash flow in mind! If you were one of the 12,000 in Vegas, I know you had a great time! If you were not, plan on going next year! For Josh and I it is back to work at the studio tomorrow! B.H.
Dreams Don’t Come With an Expiration Date!
Saturday, Mar 15, 2008
As I was taking a break from WPPI today in the hotel room, I caught one of my favorite TV ads based on money for retirement. I love their catch phrase- Dreams don’t come with an expiration date! I am very blessed in that I have been living my dream for the past 25 years. The one thing I have found over the years is the way to accomplish your dream(s). The path is usually found outside of your comfort zone. Every time I have moved forward in my life it has required a certain level of discomfort. Change is scary! Some people do better living with discomfort than others. I use this as a gauge for success. I know it sounds a little strange, but I see uneasiness as a positive thing. It indicates that I am moving forward, ever closer to my goals or dreams! Just a thought! Tomorrow is the WPPI Golf Tournament and Josh and I are playing on the Fuji Team. Wish us luck! B.H.
An Unexpected Surprise!
Friday, Mar 14, 2008
We made it! To Las Vegas that is! Actually the flight from Seattle is only 2 hours- not bad at all! As the bellman entered our room at Bally’s to deliver our bags, he immediately connected with Josh and I by asking where we had flown in from. “Seattle”, we answered. He let us know that he lived and worked in Seattle back in 1948 through 1950. This guy did not look that old at all. We had to ask him how old he was, and we did! “I’ll be 71 this year”, he replied. “No way”, Josh said! Here was the best part; he gave us his personal recommendations for staying young. (1) Only hang out with people younger than you. (2) Never worry about anything. Think of a problem as a wheel- it will always spin itself around, just keep moving forward. (3) Stay busy- always! He has 13 grandkids (and photographs of each of them in his wallet) that he is constantly working with. Once again, hanging out young thinking minds! What an amazing welcome to Vegas and great life education! What an unexpected surprise! Till tomorrow, so long from Vegas! B.H.
New Music Coming for YOUR Presentations!
Thursday, Mar 13, 2008
For years I have had the pleasure of playing “middle man” for many of my musician friends and clients by selling their music to photographers. This music has been licensed for the use in slide shows and DVD’s. It is hard to find quality copyright free/licensed music out there. Trust me, as a former professional musician, I am extremely picky! Most of the licensed music on the market sounds like you are in an elevator and is not appealing. In the past photographers had to purchase an entire CD to obtain the music. Now with our new website set to launch in a couple months called www.BruceTunz.com, you can buy each song separately and download it to from your computer instantly! In addition, you will have the opportunity to preview each song before you buy it. Being a former musician and a beleiver in projection sales, putting your client’s images to powerful and emotional music is the KEY to effectively selling large prints. The reason I am blogging about this today is because Josh and I just returned from a meeting with one of our brilliant clients who is going to create this valuable site for us and for YOU! He thinks the site will be up and running in 60 days! We plan on having over 100 songs to choose from when the site launches. But watch out, with my contacts in the music business, I have direct access to hundreds of songs. That means updates all the time with cutting edgeTunz for you to display your work to clients. Keep watching for the official opening! Tomorrow Josh and I fly to Vegas and WPPI! Talk to you this weekend! B.H.
My First Child Got An 8x10!
Wednesday, Mar 12, 2008
In portrait photography, it always seems that the first child dictates the family portrait tradition. What do I mean by that? How many times do you have a client in the studio that can’t justify ordering a larger print than their first child? I guess that only makes sense, but wouldn’t it be nice if the first child’s portrait order was substantial to begin with?
Yes, that would be nice! I have a great example of this that happened today! As you know, we do a lot of first-year baby plans. Basically I photograph the mother pregnant and the baby every month for the first year. We then put all the images together into a beautiful collection. Going through this monthly ritual is one of the most rewarding parts of the business! I love the month-to-month contact and watching the baby mature before my very eyes! It’s truly amazing. The monthly sales are pretty amazing too! One of the best parts of this family’s tradition, is that once the parents invest in the first child’s collection (like my clients today), they always meet or surpass the sales with their second, third, and the forth child. Isn’t that cool? So just remember that when you’re working with your clients for the first time, THAT SALE WILL DICTATE FUTURE SALES. See ya tomorrow!
BH
Never Stop Learning!
Tuesday, Mar 11, 2008
One of the most educational experiences a photographer can have is happening this weekend in Las Vegas, NV… It’s the Wedding and Portrait Photographers International convention! With over 10,000 photographers in attendance, this show is one of the largest, if not THE largest conference in the country. WPPI is one of the places to see the best of the best in the industry. I am defiantly a product of this organization. In fact, Sue and I just happened to stumble into the very first show in 1981 by accident. I was still teaching HS band at the time and doing weddings on the weekends for $185! Sue and I had a long weekend and decided to visit our good friends Brad and Janet Allison in Las Vegas. Brad was one of my college trumpet buddies that had hit the “Big Time” and was playing for Tom Jones. As we drove down the strip towards Caesar’s Palace, we saw a sign that read “Welcome Wedding Photographers!” Sue and I turned into the parking lot and made our way to the convention entrance. We were greeted by a wonderful man with the coolest handlebar mustache we had ever seen. “Welcome to my convention”, he said as the doors flung open. “The last speaker has just started, why don’t you come in and enjoy him for free.” Wow! What a welcome by the man who started WPPI some 27 years ago, Steve Sheanin. Who would have known that just a few years later, both Sue and I would be winning print competitions and become regular speakers at the event! Yes, today I am a product of WPPI and extremely close to the man that opened many doors for my career as a professional photographer! Thank you, Steve, for your vision in creating WPPI and for your wisdom and friendship that you have shared with me and my family the past 27 years. I never stop learning thanks to you! Hope to see you in Vegas! B.H.
If I just had that…
Monday, Mar 10, 2008
I love to golf! I’m an OK player but with my past schedule of finishing our new home, getting married in October and being on our tour since mid October, the opportunity for golfing has been slim. So yesterday, I finally got to dust off my clubs and hit the links. It wasn’t pretty! There were a few moments of golf brilliance but after the 3rd or 4th miss hit in a row, I started questioning; “how much do I really love this sport?” I also started blaming my equipment. My clubs are not the newest, greatest cutting edge stuff out there. Maybe that’s why I’m not hitting the ball straight and long, “yeah, that’s it!”
What parallels can you see with our profession? IF I JUST HAD THAT new camera, new lens, new light, new program, ect…my business would be better. May it be golf clubs or photography equipment, they are just tools! It’s the person using the tools that is the important component. I know I’ve shared this quote from one of my mentors, Ken Whitmire, but it’s so true: “anyone can use a typewriter (or today’s computer) but how many Hemingways are out there?
Yes, I do need to spend more time at the driving range. Yes, in photography we do need to concentrate on more than just the tools needed to create the images- maybe marketing, sales and managing your studio better.
With all that said, I wonder if Hemingway’s typewriter was the latest or greatest or Tiger Woods would not do as well without his Nike Clubs. Just a thought!
BH
Going the Extra Mile
Thursday, Mar 06, 2008
Yesterdays Mentor Minute was written by my more than capable son Josh. Even though Josh has only been officially working at the studio for 2 years now, he has amazing insight to the business! I guess he should, he grew up in it! Anyway, last night I had the opportunity to photograph one of my senior clients at the state basketball playoffs in Seattle. Natalie was there cheering for the game and her mother Leslie asked if I would be willing to capture this special time and moment in her life. “Of course…I’d love to!” You are probably thinking I am nuts, driving into downtown Seattle (20 miles away) at 8:30pm for a 9pm game just to take a few snaps of a cheerleader jumping on the sidelines. Not in the least! This family has a lot of history with studio, starting in 1986 when I first photographed Natalie’s parents wedding! Through the years I have photographed this family over and over again and developed a close relationship. In fact, Leslie, the mom and a real estate agent, has sold 3 houses for me over the years! Last night was just one of the multiple sessions that I have done this year for Natalie. This weeks Image of the Week features Natalie from her first session on the family boat in Puget Sound. May it be a beautiful sunset on the water or at the state basketball playoffs, it is always important when you go That Extra Mile! See you tomorrow! B.H.
Total Marketing Campaigns
Wednesday, Mar 05, 2008
Hi everyone! This is Josh; my dad is doing a senior session tonight so I will be “Josh Blogging” for you. The senior session he is doing is actually the second one in what will probably be 3 or 4 session’s total. It is a direction that we are trending towards with our seniors. We will get to that another day. But in the meantime, check out the Image of the Week tomorrow for an image from one of her sessions! Today I wanted to discuss commercial photography and adding that to your studio mix. My dad had a half day session for a local bank today. He took all his equipment (ProFoto Lighting, stands, backgrounds, etc.) down to the bank and set up shop in one of the offices. As employees had a moment, they stepped in and had their executive portraits done! Also while on-location, my dad of course shot the board of directors, employees interacting with customers, and some establishing shots for the bank to use in their marketing pieces and website. He charged a half day rate that included him for 4 hours on location and they will get to chose 20 images. It was a great day! He has done this numerous times for other local businesses. Commercial is actually the fastest growing division of Hudson’s Designer Portraits. We don’t just market the “Executive Portrait” but “Total Marketing Campaigns.” We offer hourly rates and per image pricing (at a premium of course because the images are given to them on a disc for use in marketing pieces, website, etc.) as well as half day and full day packages, which include X amount of images. If you are not offering or marketing commercial photography, you should consider it. It is a great way to create some cash flow when weddings, families, and seniors are slow! Plus, my dad really seems to enjoy it. J.H.
First Impressions III
Tuesday, Mar 04, 2008
Welcome back! Another way to give a great first impression is in your own consultation presentation. Whenever you deliver one of your large masterpieces to your client’s home for the hanging, be sure to bring your camera and document it! Start a collection of your most prized creations on your client’s wall and then incorporate those images into your presentation. When your potential buyer sees what others are doing in their community, it makes the investing process much easier. ALWAYS REMEMBER: The general public can’t invest in what they haven’t experienced! What better way to show them by displaying a beautiful image in your consultation show followed by that same image in the form of a 50 inch portrait hanging on that client’s wall? This stuff really does work…trust me! For those of you who have The Secrets of Projection Sales DVD Set, you know what I am talking about! See you tomorrow! B.H.
First Impressions Part II
Monday, Mar 03, 2008
Yesterday I discussed the importance of displaying large prints to sell large prints. One of the frequent questions I am asked is “What if I don’t have a studio or facility to show large prints?” Most photographers don’t have a store front or a mall studio, rent is just too expensive! Many photographers work out of their homes and might not have the space to display large prints. So what is the answer? Go to your client’s home for the pre-session consultation and bring with you samples of your work (30x40 and larger). Be sure to have the portraits framed, on easels, and with lights. Your prospective clients in general have never experienced the beauty and power of what you can create. You will be amazed at how your sales will increase instantly when you share what is possible in portraiture! Tomorrow…Part III! See you then, B.H.
First Impressions
Sunday, Mar 02, 2008
“I get it,” said an excited member of our audience on Friday night in Richmond, VA! “I finally get it! The first impression your prospective client experiences determines the outcome of the sale!” She was referring to comments I made throughout the evening- that to sell large wall décor, you need to display large wall décor! This concept is nothing new or revolutionary. I learned it from my mentors Ken Whitmire and Chuck Lewis. If all you show in your studio is small prints, then trust me, that IS ALL YOU WILL SELL- Small Prints. By all means, I am not suggesting abolishing small prints for your product line, just don’t have them visible in your lobby or sales area. Many of my first time clients motivation for investing in a beautiful wall portrait (24x30 or larger) has come from experiencing a friends or family member’s large portrait. It was their first impression! Also, when a first time client enters my studio lobby, there are only 3 images of the walls, a 30x40, 40x50, and a 40x60, all the proper size for each wall. First impressions are EVERYTHING! Tomorrow, part 2. B.H.
Are you “nickel and dimming” your clients?
Saturday, Mar 01, 2008
Last night we finished our 9th leg of the tour in Richmond, VA- City #40! Thanks to everyone who attended in Atlanta, Charleston, Charlotte, Raleigh, and Richmond. All of your comments mean a lot to Josh and my self! One of the most challenging aspects of the tour is dealing with a different hotel in each of the cities we visit. For the most part the service is pretty good- Although sometimes it can be extremely exceptional! But now and again it can be pretty stinky too. The quality of service is one issue, but the pricing structure is another. Some hotels quote you an all inclusive price while others will “low ball” a room rental fee and then tack on everything they can think of as “extra.” We have been billed extra for AV carts, tables, table cloths, easels, extension cords, rearranging chairs, power strips, taping down cords, using the restroom (just kidding on this one). Once all the extras are added to the bill it is also not uncommon to have a 15, 18, 20, or even a 25% service charge added to the bottom line. Then you get to pay tax on the total bill! I don’t want to sound like I am whining (ok, I’m whining). But one of my hot buttons is when I feel as though I’ve been “nickel and dimmed.” After 40 cities I have come up with the conclusion that there is a correlation between hotels that are easy to work with and ones that tend not to “nickel and dime” us with all the extra charges! I have always tried to make the buying experience as simply as possible with my clients. Some of these examples are all included in the price of my portraits, session fees, etc: No extra charge for print enhancement, unlimited clothes changes for my seniors, and no travel fees for on-location portraits. Nobody enjoys being “nickel and dimmed!” On a personal note, Josh and I fly home today for a month off of the road. Both my clients and I are looking forward to having me behind the camera again! Till next time, B.H.