The Price is Right! Thoughts on pricing your work…
Friday, Feb 26, 2010

Today was fun day for Josh and I, we added some new products to our formal price list! It’s something we’ve been working on for a few months, but it can be hard to integrate new items for your clients to buy. You always have to keep in mind what your profit centers are. For us its wall portraits all the way, and that is what our studio specializes in. The last thing we want to do is add a new, less profitable product that is going to take away from that. For instance, a coffee table book versus a nice, thick, leather bound album. You need to understand that psychologically a client feels that they are getting the images in some form; therefore they will gravitate towards the lesser product in most cases. “Why would I pay $2,000 for the leather bound album when I can get the same images in a $400 coffee table book?” This is why studios who give clients all the images on a disc have dismal print sales; their clients already have them in their possession, why would I print more? So anyway, today we added canvas wraps, metal prints, and composites to our formal pricelist. How did we decide what to charge for them? Is their some secret formula for finding the right price? Sorry to disappoint, there’s not. We look at what our cost is, the labor behind it (Kelly’s time to design a composite, album, etc) and how it compares to our other offerings. The metals are offered on our secondary price list with gift prints, as are the composites. We’ve decided to offer our canvas wraps as a premium wall portrait product and made them more expensive than our current bonded canvas wall portraits. This was mainly because of our wholesale cost, period. Plus, we would loose frame sales after the fact if more clients choose our wrapped option. For you Monthly Mentor Subscribers, we’ll post our update pricelist on the Member’s Only site so you can see it. So, will the price of our new products be right with our clients? Only time will tell, but I have a few sales next week that will help us test them. Have a great Friday everyone! -Bruce

Is profiling a bad thing?
Wednesday, Feb 24, 2010

“Profiling” has a pretty negative connotation these days. Some would imply that it targets certain groups of people and discriminates against them. Others say that it is necessary because certain characteristics match targeted groups. You’re probably wondering if you stumbled onto a political news blog and not one for photographers, but bare with me here. Profiling is necessary in order to market your studio effectively. Everyone’s business is unique and thus, everyone’s marketing needs to target certain people, not everyone. In our studio we target families who have large amounts of discretionary income. It’s not that we don’t want to photograph the other people, there just not our market. The same goes for a higher volume studio; it would be a waste of time to market to a higher end marketplace. Here’s where I am getting to my point, how well do you know you clients? What do they like, where do they eat, where do they live, etc? In order to craft a successful marketing effort you need to start researching these kinds of things. Many times businesses choose the message before the market, which decreases their chances for a successful campaign. For instance, it would do us no good to market beach portraits in Missouri, there’s no ocean! But if I had a list of people in Missouri who owned beach houses on the east coast, I might be on to something. I decided to write about this blog because of what I was doing today. Every time we send out an email newsletter I love looking at the analytics of who clicked on what, how many opens, etc. I can also track the history of people in our email system. For instance, today I found one group of 10 women who only click though our emails when it pertains to portraits with your pets. One lady has been getting our emails for 5 years and has opened everyone one, but she only takes action by clicking on a link when it pertains to pet portraits. Hmmm…do you think she is into pets? This is what I am talking about! She and the other people who I’ve identified as “pet people” will be the first to receive any information regarding that type of photography. Profiling is not a bad thing when it comes to marketing your studio, take the time to learn about your client’s habits and you will see your conversion rates go sky high! -Josh

The number one way your photo studio can stand out from the competition…
Monday, Feb 22, 2010

Be different! I know, ground breaking stuff, right? It’s so simple yet not many photographers seem to understand the concept. During these times of packaged flash websites and parks filled with ambient light shooters every weekend chasing little kids around, photographers all seem to be moving in the same direction. Yet, it’s the studios that provide their clientele with something different who stand out and make the serious money. Being different and challenging the industry norms can be hard to do, it takes guts and a sense of risk. Today, Bruce and I had the pleasure of interviewing one of our Gold Monthly Mentor Subscribers from Canada who has made a name for himself by being different and unique. His website looks nothing like today’s modern photographer, yet his clientele and his community seems to love his humorous approach to life and business. In fact, he was just named one of the top 5 photographers in Ottawa, Canada! Who is this mystery man? You’ll have to wait until next month’s issue to find out! However, I will leave you with one quote from his amazing interview and something to ponder for your own business. When we asked him what his secret for marketing his studio is he said, “I look to see what every other photographer is doing in my area and I do the complete opposite!” LOL, it reminds me of the “Opposite” episode from Seinfeld many years ago! With growing competition in every market around the globe when it comes to photography, should you really be doing what everyone else is to market your services? Bruce and I are in the final stages of our new website going live for the studio; do you think we made ours look like everyone else’s? Hee hee, stay tuned my friends! –Josh PS. See what I’m talking about at http://www.youtube.com/watch?v=cKUvKE3bQlY

Testing: Predicting your marketing future without a flux-capacitor!
Friday, Feb 19, 2010

What do I mean by “testing?” Simply put it means testing a marketing campaign before you invest your dollars in it. One of the complaints I have heard over the years from not only professional photographers but business owners in general is that there marketing doesn’t work! Always remember just because you think it’s a good offer or a good campaign doesn’t mean the general public is going to jump out of their seats and rush to your studio. It’s important to test different offers, mediums, and markets before you commit to a full on campaign. One example is our 2010 Spring SR Post Card. We have ordered 200 test post cards both with the same offer and copy on back. But, we have 2 different looks for the front of the cards, 100 of one look and 100 of the other. It’s important to set a variable up, just like a science experiment. If the offer is the same, the images on the front of the card become a deciding factor on whether the seniors decide to buy. It’s also important to send the test cards to the same types of demographics. After we’ve tested these 2 cards we’ll have a better idea of which one speaks to the kids more. The winner will have 3,000 ordered! If we don’t test this we run the risk of spending our marketing dollars on a dud campaign. Yes it is a little more work but it really pays off, it’s like looking into the future without a flux-capacitor! We’ll keep you posted on this, the test cards go out Monday. Have a good weekend, see you in 1955-Marty

Legacies never die! In memory of Sue Hudson…
Wednesday, Feb 17, 2010

14 years ago today Sue Hudson left this earth. Since then, her legacy has lived on through her children. McKenna was 11 and Josh was 13 at the time of her passing. Both of them possess the unbelievable qualities of their mother. McKenna, now in her 2nd year of teaching kindergarten has unrelenting enthusiasm and unstoppable passion for teaching and seeing her kids grow with each and every day. My son Josh, who decided to join the family business instead of go to law school, possesses many of Sue’s traits. He’s hard working, organized, and has a creative marketing mind that seems to amaze me every time he opens his mouth with an idea! Yes, Sue’s legacy lives on! I’m reminded daily by photographers from all over the country how Sue’s teachings continue to be the cornerstone of their business success. The concepts and ideas we implemented together as we built and grew our studio business served as a great stepping stone for many of our students over the years. It amazes me to think that we started out shooting weddings in 1980 for $185 and later made it to the point where a client was paying us the big bucks to photograph his wedding in Japan in 1995. Sue Hudson touched the lives of thousands, including me. She has physically left us, but her legacy is alive and well. So, on this 14 anniversary of her passing, am I sad? Of course, but I also feel very honored to have been her high school sweetheart, husband, father of her kids, lover, and business partner for the years we had together. It’s true that legacies never really die, they live on forever, and my late wife is proof of that! Thanks everyone for allowing me to share these thoughts with you! Josh and I consider all of you more than just photographic colleagues, you are all our friends. We’ll get back the marketing stuff tomorrow, thank you for letting me reflect and honor my late wife Sue today. -Bruce

What’s your motivation?
Tuesday, Feb 16, 2010

We are in a strange profession; most of us really love what we do every day! What a fun way to make a living! How many people in this world can truly say that they look forward to going to work? Not that many. We are blessed to be doing something we love, although, this factor can sometimes cloud our judgment when it comes to business decisions. One example is the way we price our images. We love taking photographs and feel that they are works of art. Unfortunately, there’s a myth that clients invest handsomely in your photography solely based on the pretty picture is just that, a myth. Because of this myth, many photographers tend to have a low session fee. “If I can just photograph them then they’ll see how beautiful my work is and buy everything”, is something I’ve heard a lot over the years. Your creative talent is worth something, don’t discount yourself and give your talent away just so you can enjoy what you do. For me, I would say that my session fee for families is pretty modest, it’s something that I plan on increasing once I make the move to my home and slowdown a little bit. But, I require a consultation and go over all of my print pricing in detail before I ever click the shutter. My clients know what they are getting into before the photographs are taken, sort of a minimum order without calling it that. I’m also very lucky to have my son Josh Hudson in the business. He thinks more like a businessman and less like an artist, he’s able to view things more objectively than I do. It good to have people around you who think like this, it can rein you in. So what motivates you to be in this business? For me it’s combining both my artistic fulfillment with the financial rewards of being well paid for what I do. Take a moment to reflect on what motivates you and find your own balance. It’s hard to be objective when you love what you do and would do it for free in a heartbeat! It’s sad that there is such a race to the bottom these days when it comes to price, or just giving everything on a disc without printing anything for your clients to enjoy. Find your motivation and show your clients why you are worth it, and why your talents should be celebrated through printed photographs, not running through a screen saver on your client’s monitor. I hope everyone is having a great week so far! -Bruce

Forget the camera…go buy a drill
Thursday, Feb 11, 2010

I think we should all be dentists! Why, you ask? Well, this morning I had my teeth cleaned at my dentist office, the same one I have gone to for 32 years. What a perfect business model! Just think about it for a second: (1) They schedule you every 6 months (or 3 months for me, I love it!). (2) During the check up they see if you need any additional work to be done. (3) You’re treated like royalty because the staff knows you and everything is documented on your chart. It’s almost Cheers, “Where every hygienist knows you name!” (4) Where else can you get a little loopy at 9am (gas) and be fine the rest of your day! (5) Like I said with number one, they create an endless stream of steady cash-flow! Man, are we in the wrong business or what?! Ok then, what can we learn from my experience at the dentist today and apply it to our businesses? I spent some down time today analyzing it for this blog and decided to make it the topic of February’s E-Studio Success Tip! For you newbie’s out there to MSM, it’s a free monthly e-newsletter we send out to about 15,000 photogs every month that is filled with marketing and sales tips. We’ll have it out Monday for you, so if you’re not a free subscriber, go to the home page, click on join our e-newsletter and sign up! It will be some valuable information and will give you a ton of new ideas! –Bruce PS. A new image of the week will be up shortly…

The Perfect Client- Part 3
Tuesday, Feb 09, 2010

Sorry for not blogging the past few days, Josh and I were in Connecticut for their state convention. We had a great time and received a ton of positive comments from our programs! Ok, here’s part three, thanks for your patience! (7) They enjoy relationships! My PC’s see me as their family photographer, not just some one time shooter. We are up there with the family dentist, doctor, or lawyer. They are part of my family and I am a part of theirs. It’s viewed more as an on-going relationship because I keep in touch with them often through newsletters, emails, appreciation events, and Facebook! (8) They enjoy the rewards of loyalty! This is where our premiere portrait club comes into play. Our best clients receive special perks for their continued support and business. Some of the perks include 15% off frame orders, 2 for 1 executive headshots, and no more session fees! (9) They are romantic! These types of people tend to be romantics, so show imagery that conveys that. This will help you attract the PC’s in your marketing. (10) My PC’s love to invest in the experience! They don’t mind spending (investing) in a wonderful meal, wine, or a luxury vacation. If you have never gone to a 5 star restaurant and experienced the level of service you receive, it’s hard to imagine. But for PC’s, the experience is something they come to expect if they are going to spend top dollar. Make sure that you are making your photography sessions a memorable experience, it makes a difference. Well. I hope you know how to recognize your PC now after a few blogs like this. Once you know who your market is it makes it a lot easier to craft offers and market to them. Till next time, Bruce.

The importance of adaptability and being a self starter when running a photography business!
Wednesday, Feb 03, 2010

It’s pretty safe to say that our country and economy are going though some major changes. Some would argue the change is good, others bad. The way we market, photograph, and sell our images seems to be changing on a daily basis. My dad tells me that he has seen more changes in the photography industry and business in general in the last 2-3 years than he ever saw in 27 years of being in business for himself. This can be scary for most of us, but it’s important to recognize that something’s are changing. For example, social media is vastly becoming a tool that every business needs to be using to survive. I’m sure a lot of you were asking yourself about 10-12 years ago, “Do I really need to be on the internet?” As we all know now, if you’re not actively marketing on the internet, you’re leaving a ton of money on the table! We realized this about 2 years ago when our senior market went down dramatically. Through focus groups at the local high schools we learned that many of the seniors were getting their senior portraits done by friends and family who had a cool new digital camera. Plus, our webpage for seniors (and our web presence for that matter) was not up to par. Did we whine, cry, blame the “soccer moms”, and give up? Heck no, we adapted! One of the perks of owning a smaller company is the speed in which you can change gears. Within 6 months we had a new senior site, a presence of Facebook, and a new direct marketing campaign to drive kids to us. The result was our senior sales were up a 100% during the late summer and fall season, and we haven’t even had the spring rush yet! My point is with all of this is that you have to be able to adapt to changing market places and self start your efforts. The speed in which life and business moves now days, you have to ride the waves in the beginning, not at the end. Sorry for the rant, but I listened to an interview this morning with Ben Sherman, author of The Survivor’s Club and he got me fired up! Take care and have a great week! Bruce and I are off to the PP of Conn. convention tomorrow, we are both speaking on Sunday before the Super Bowl!

In Search of the Perfect Client- Part Two
Monday, Feb 01, 2010

(4) My PC sees photography as a legitimate art form. Believe it or not, not everybody feels that what we do is worth investing in, especially now days with the advent of digital. But there is a segment of the population in every city or town that does view photography as art. It is imperative that you learn how to separate yourself from the “set it on auto and snap away” shooter in order to command top dollar and appeal to the PC. How do you do this? Well, refer back to #2 and give them something unique and different! It has to be something their neighbor can’t create with their digital camera, which is who we are competing with. (5) They like things customized! My PC’s love the ability to have custom products made for them, not just things everyone else has. For instance, they might have custom drapes made to match their custom couches. They also love original art because it is a one of a kind. If you sense this sort of vibe coming from you client during the consultation, definitely play up the one of kind nature of wall décor and you will score some major points! (6) They appreciate organization and follow up! This is hard for us artist types to do, but it can be the deciding factor for many PC’s out there. Call to confirm, call to give updates on orders, send thank you’s throughout the process, they love this stuff! Yes, these tasks take time but it does pay off with referrals and a happy client! I’ll have 3 more characteristics tomorrow! Hope everyone had a great weekend; look for a new image of the week to be posted later today! –B.H.

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