Yesterday we talked about how people are happier spending money on experiences than on “things.” And when clients are happier, not only have you done your job well, there is also a cool bonus that comes from it: People refer their friends to a great experience more enthusiastically than they will a “thing.” In the...
For a long time, I thought businesses blithely threw around the word “experience” like college students throw around the word “epic.” (Sorry kids, eating nachos on your roof at 2am is not actually “epic”). It sounded like one of those meaningless, over-buzzed tagline fillers. However, the coffee shop industry has proven me wrong. Taking advantage...
In Part I, we talked about the power of familiarity, and the maddening result that clients tend to buy things that they are familiar with (an 8×10) rather than something that they might enjoy more (an eye-catching canvas or album). We also talked about several ways to increase familiarity with what you sell, and thus...
You’ve done it – created the perfect set of products for your clients. Stunning albums. Gaspworthy gallery wraps. Split-image metal lustre images printed on recycled aluminum for heaven’s sake! You shimmer with excitement when you send your product list to the client – only to receive the dreaded reply: “Oh, I think we’ll just go...
When I left academic psychology and told people I was going into photography, I got a lot of slow blinks. I had plenty of time to ponder the question “What does psychology have to do with photography?” because it was thrown at me dozens of times. And my answer? EVERYTHING. Photography is fundamentally about people....
