To create a profitable promotion, you must accurately answer the following question: What business am I REALLY in? Hint: The answer is probably not ‘photography.’ To explain, let me introduce you to David Tuckerman. He was the President of Distribution when New Line Cinema released the Lord of the Rings Trilogy, which means he’s a...
“At all levels of income, the typical response is that one needs 20% more to be happy.” -Richard Easterlin The photographer’s equivalent to this statement is: “Whatever you charge for your work, the typical response is that you’re 20% too expensive.” Like clockwork, I’ve been told my photography is too expensive at $75, $100, $300,...
In Part I, we talked about how men and women might approach buying black slacks differently. Here’s the thing. Women don’t just want to buy A pair of black slacks, they want THE pair of black slacks. (Keeping in mind the caveats of making generalizations about men and women): Men search until they find a...
We talk to a lot of women in this profession, don’t we? Moms and brides tend to book the sessions. They usually serve as the main contact point and are often the influential decision-maker in the sales process. How can we take this into account when we decide how to book, interact with, and sell...
Digital Photography School reports that 85% of photography businesses will fail within three years. If that doesn’t make you take a long, hard look at your choice of profession, I don’t know what will. But I’m betting that there is a simple explanation for all this: the businesses weren’t profitable. Sure, there are lots of...
