How photographers can book more clients using email marketing
In the modern world of social media and digital communication, people rarely pick up the phone and speak to each other. We sit behind our desks and control our lives without ever needing to engage with anyone on any meaningful level.
This can be great in some ways, but it’s no way to run a photography business. A photographer’s enthusiasm and personality IS their business. A talented writer can impart some of their charm with text on a screen, but it’s no substitute for speaking with a client over the phone or in person.
Strange as it may seem, the quality of your photography is only a small part of why people hire you. People hire you because they like you and feel you care about what they want.
So, how do you get someone to go from casually visiting your photography website, all the way through to thinking you’re lovely and hiring you?
Email marketing for photographers: 4 steps to overcome the digital brick wall
How often have you quoted a prospect over email and never heard back? Frustrating, isn’t it!?
Before revealing the secret behind successful email marketing for photographers, I want to explain the steps that lead up to it. If you follow this process, you will likely book more clients at higher prices.
- Remove the prices from your website – If you have prices on your website, people will automatically compare your prices with other photographers. You’re not selling drawing pins where the cheapest option will do. You’re an artist, and people don’t choose photographers solely on their photography, or the price. They buy you – your personality – your brand. That’s why the world famous Banksy couldn’t sell his art when he hired someone to try selling it in a craft stall as an experiment.
- Use the phone if possible – The telephone is the most persuasive selling tool because you can ask questions to show you care about your prospects’ needs. It’s also easier to get across your personality and enthusiasm. If someone emails you for a quote and leaves a telephone number you should always call. Most photographers won’t bother, so you’ll stand out.
- Don’t put your prices in emails – For the same reasons I’ve mentioned, don’t put prices in your email. The only task of the email is to get people to call you. Explain that you’d like to ask them a few questions so you’ll have a good idea of what they’re looking for and that it will be quicker and easier for them over the phone.
- Use the phone to book a face-to-face chat – Once you have a prospect on the phone, you can build rapport with your questions, helpful advice and charm. Once you’ve got a better idea of what they’re looking for, you can give a low ball-park figure, or a “prices start at” figure. You now suggest that you meet up so they can see the products and options and see exactly what their choices are. After all, it’s impossible to get a feel for product quality from a website. Once you’ve got the face-to-face appointment, you’ll find far more people will book with you.
Notice that each step only requires a small, easy decision for the client. By the time they’ve taken every step they’re so involved in the process of working with you, they’re far more likely to book. Also, each step gives you an opportunity to subtly educate them on the value of photography and your service in particular.