Does this sound familiar?
Samantha is a photographer living in central N.J.
While her work is beautiful, she often works for less money than she’d like because she doesn’t know how to sell her services that well.
She ends up wasting a lot of time either on the phone or in person meetings with people who have no context for what a professional photographer charges and what their value truly is.
They don’t understand photo composition, lighting, and that “sixth sense” a photographer develops for snapping the perfect shot at the perfect moment.
In other words, they don’t value her work.
They’ll just use their iPhone, or get their nephew/spouse/friend to take the pictures.
As a result, no one is particularly happy. The would-be customer doesn’t get the quality they want because they didn’t appreciate the value of a professional.
The professional is busy beating herself up over not getting the work and stressing over the bills.
Does any of this sound familiar?
When Samantha Gets Smart
Tired of the grind, Samantha realizes something has to change. That’s when she takes a good look at her business. In fact, she spends an afternoon going through her past invoices and thinking through who she REALLY likes working with and why.
Who are the clients who appreciate her and don’t cancel sittings and quibble over prices? Who she enjoys working with?
AHA!
Samantha takes a good look at her business.
Who has she gelled with the best?
Where has she been able to do her best work….and which, it turns out…also been most profitable?
She realizes she enjoys shooting weddings and making a couple feel like royalty on their special day.
They also are the group least likely to complain about price. After all, Samantha’s checked around and her prices are in the mid-range of most other area wedding photographers.
So she decides to focus only on the bridal market. She revamps her website to showcase her bridal work. She starts showing up at nearby bridal shows and she develops referral relationships with a couple of large caterers, wedding venues and a florist.
Within a few months, Samantha is booked a year in advance and she’s doing it with less effort.
Now THAT’S What I’m Talkin’ About!
Do you hear the music?
Ok, ok, what does this have to do with you? After all, you’re not a photographer. You’re a writer/designer/consultant/sales person.
Exactly!
I tell you this story to illustrate a point about honing in on your market. It’s easier and more effective to focus in one area than it is to try to be everything to everyone.
It’s Ok Not to Know Right Now
It’s usually takes a few years before your ideal market and your interests/skill set become clear.
In the meantime, stop wasting your time trying to talk people into your product/service when they clearly don’t value/understand it. Instead, show your value as best as you can through your work and focus on finding your ideal clients.
I know that can sound “grandiose” when you have bills to pay but stick with me for another minute.
Ideal clients are not people “who will pay you something.”
Instead, they’re people:
1- You can help
2- Who value your work
3- Can pay your rate
That’s it in a nutshell.
You get to be picky here. In fact, you NEED to be choosy. This is your LIFE we’re talking about.
You get to CHOOSE.
This is so critical to your business success that I’m building out a course on defining your target market, where to find them and what to do once you do find them.
THAT’s the crux of all of your marketing efforts, just as you see with Samantha.
And it’s true for everyone: shoemakers, graphic designers, salespeople of all kinds. Your message (product/service) needs to align with their needs/desires at the right time.
When it does, your life is so much more joyous.
