Sending out a postcard to a mailing list can be risky business. Whether you send out 1,000 or 10,000 postcards, statistics show the most response you can expect is 1 to 2 percent. And that's being generous.

 

There is a way to increase your odds, and have better luck with your mailings. In fact, I've seen response rates in the area of 10 percent and more, simply by changing a few things with your mailing.

 

Start with your message. As a photographer, you're probably use to showing images and using a small amount of text. Photographs are important, but it's also important to communicate with your readers.

Continue Reading...

 

Understanding The Marketing Budget Process

How much are you spending this year on marketing? Is it enough to build your business?

 

According to a recent survey, the answer is no. Up to 42% of companies surveyed stated they were budgeting less than 5% of revenue for their annual marketing strategies. And less than 30% were spending an adequate amount on marketing for their growth potential.

 

That's not a good sign for photography businesses that intend to grow to a successful size. In fact, without a sufficient budget, your business will never make your marks, and will eventually fade from existence.

 

 

What's On Your Mind?
Q: Lately, a lot of my clients have been questioning me on my 4x5, 5x7 and 8x10 pricing structure. They complain about my high prices because they know what they would pay for the same image sizes at Wal-Mart or Costco. How do you explain pricing to your clients?

 

A: When your client brings her photos to Costco for developing, they are just quick snapshots she took with her point and shoot camera.

 

If your client hires you for a portrait sitting, she's paying you for your professionalism. She wants more than a snapshot, and is looking to you for expertise. She's looking for a top quality photography she will be proud to display. And along with that comes professional pricing. You charge what you do because you are a professional. She's paying you for your education, your knowledge, your reputation, and your skill.

 

Just remember, a painting is always just a canvas with paint on it. But if it has Leonardo da Vinci's signature, it's worth millions. The same goes for your photographs. The more of an expert you become, the more you can charge for each "canvas" you sell. Size doesn't matter.

 

 

Do you have a question? Let me know, and maybe your question will be in a future edition.