Not that long ago it seemed like every other marketing article said you had to have a website. It was so obvious, soon everyone assumed that every business had a website, and nobody wrote the articles any more.

What a mistake.

Having a high quality website is one of the most cost-effective marketing decisions you can make. It is your online catalog, your storefront, and your 24/7 sales staff. Yet three out of four professional photographers still do not have a current website, professional e-mail address, or an online marketing presence.

“Our website is critical to our success,” says Chelsea Mills, marketing coordinator for Gerych’s Florist in Michigan. “Google the word “gerych” and we’re there. Go to our website and you see gorgeous photographs of all the products and services we offer. How else could we have grown from a local florist to a nationwide one without a website?” she added.

Ms. Mills is not alone. According to most e-commerce professionals, 80% of consumers begin their search for a product or service online. Yet the majority of photographers continue to cling to the mistaken believe that they get business by “word of mouth”, and that a website isn’t important.

“My website is my business card,” says Sam Sarkis (www.samsarkisphotography.com). “When people are from out of town or cannot meet me at the studio, I depend on my website to show them examples of work I’ve done in the past, or what they can order. It is also important for my customers to see my specials.”

If you are a professional photographer, ask yourself these questions:

1. Do I own my own (or my studio) website name?
2. Can you see great examples of my artwork on my website?
3. Is my e-mail address myname@mystudioname.com?
4. Am I proud of my website? Do I tell others about it?

If the answer to any of these questions is “no”, you are leaving money on the table every day that you delay.

During tough economic times, it’s easy to get discouraged by poor sales. Below is the third of ten specific things you can do starting today that will give your business the boost it needs to survive:

Click here if you missed part 1 or part 2

You’ve collected lots of e-mail addresses, you’ve signed up for an e-mail newsletter service, and you have lots of great photography. But what do you write in the newsletter?

Collect testimonials. The best marketing copy is an unpaid endorsement by a trusted source.

Remember the lady who cried when you presented her with her family’s portrait? Did you get a quote from her that you can use in your e-mail newsletter or in an ad? If not, write down what you think she said, call her, read it over the phone, and ask if that is what she remembers saying. then ask if you can use it in an ad. You’ll be suprised that most people will say “yes” if they don’t have to write the testimonial themselves.

Collect at least three of these testimonials to use in your new e-mail newsletter (see part 1 and part 2). Rotate them in your newsletter and print ads. Along with the call to action, testimonials will give your newsletter the power to generate sales.

During tough economic times, it’s easy to get discouraged by poor sales. Below is the second of ten specific things you can do starting today that will give your business the boost it needs to survive: 

Click here if you missed part 1

Focus on Existing Customers. Ads in the yellow pages, newspapers, TV, radio, or any advertising that is not directly targeted to likely customers is called shotgun advertising. While shotgun advertising has its place (telling people where you are located or building your brand, for example) during tough times you cannot afford to use it.

Don’t be fooled by advertising salesmen who promise thousands of people (in your targeted demographic they argue) will see your ad. Desperate for sales, many small businesses succumb to the promise that if enough people see the ad, someone will call. This is especially true in Internet advertising, where several hundred thousand people can see an ad before one of them results in a sale.

Cancel your shotgun advertising. Instead, focus your advertising on your current customer list. Repeat sales to past customers cost less than finding new customers, and add-on sales to current customers cost less than repeat sales.

For cost-effective marketing, offer your next “special” to your current customer list via e-mail. And offer the same special to the next customer who walks in your door.

Want to guarantee better producing ads to your customers? I’ll discuss that next week in part 3.

Great Article by the folks at lensrentals.com that talks about the “myth” that some lenses are softer than others. Basically, they argue that although they will replace a lens as a courtesy, there is never anything wrong with them. So why the difference of opinion? Read more…

During tough economic times, it’s easy to get discouraged by poor sales. Below is the first of ten specific things you can do starting today that will give your business the boost it needs to survive:

Start an E-mail Newsletter. E-mail newsletters are the most cost-effective marketing tool you can use. E-mail newsletters have surpassed post cards and direct mail for return on investment. It keeps your name in front of old customers and potential customers for pennies each. To get started:

- Make a commitment today to get an e-mail address from every customer, from every contact, and every event you photograph. When you meet someone, get their business card and e-mail. When you’re photographing a wedding or event, get a list of e-mails. In a club? Get their e-mails. Just say, “Can I put you on my newsletter list?” Once you’ve asked, you have their permission, and they will be more likely to read your e-mail.

- Open an account at Vertical Response or Mail Chimp (my favorites) to manage your e-mail list and to create professional-looking e-mails. The cost for either one will only be a few dollars per mailing. Even if you only have a few dozen e-mail addresses, open an account, and get out a newsletter now. You’ll get better at it – and your list will get bigger - as time goes on.

- Modify the front page of your website to ask people who visit to sign up for your newsletters and special offers. This feature is built into both mailing list managers above. If you cannot modify your own website, talk to your website designer and tell them what mailing list manager you’re using.

- Design your e-mail newsletter. Use one of the included templates to get started. Both mailing list managers above have lots of online tutorials to show you how to create a great looking newsletter. Remember to use your best photography.

- Limit your newsletter to 3 articles. For example, the first article could be on a call to action (for example, a monthly special), the second on a new product or service you offer, and the third on a “pro tip” to help your customer take a better photograph on their camera. A recent testimonial from a satisfied customer should be included as you receive them.

- Always include a single call to action so potential customers will contact you while you’re fresh in their minds. For example, “call today for a free 8×10 Easter Bunny print with any child portrait sitting.” More than one call to action tends to dilute the message. If you have a second special, send it to a different list of customers.

In addition to bringing in new customers, e-mail newsletters allow you to focus your marketing effort on existing customers. I’ll go into this subject more in Part 2 next week.

If you are using one lab for your prints, one for photo books, and another for online sales, here are five reasons you should consider combining all your work and sending it to a single lab:

1. Changing labs isn’t as hard as it used to be. Most top-tier full-service pro labs offer quality work, competitive prices, and a full catalog of products and services. You shouldn’t have to give up any favorite products or pay higher prices to move your orders to a single lab.

2. Regular customers get more personalized service. When you call on the same lab every day, you learn the customer service rep’s names, and they learn yours. They also learn your preferences. Everyone makes mistakes, but an obvious issue like a cool print ready to ship (when you like your work warm) will be caught and replaced long before it ever makes it to your studio.

3. Loyal customers get hidden benefits. Since all photographers order the same products, labs know which are loyal to them alone. If your business grows over time with a single lab, they will encourage that loyalty with benefits like large-volume discounts, free sample products, private in-studio training and more.

4. It is easier to train employees. From one common piece of ordering software for all jobs — to one phone number to call with questions – one lab makes everything simple when it is time to train a new studio employee. In addition, your bookkeeper will appreciate all the lab charges and payments on a single page.

5. It will cut your studio’s expenses. For example, free shipping is great for regular customers who never have to worry about the minimum order fee.

If you are happy with your current lab, don’t change. But if you are looking for a new lab, or if you currently spread work across several labs, consider moving all your work to JD. It only takes a phone call to find out. It will be good for you and your business.