• My friend recently decided to repaint and carpet her home. She asked her 14 year old son if he’d like any changes in his bedroom. “Sure,” he said. “Can you take out the TV? I don’t watch it anymore.“
• We have a college student working as an intern at the lab. Call his cell phone, and he doesn’t answer. Send him an e-mail, and it may take hours for a reply. Send him a text, and he responds almost instantly.
• I was at a party watching a twenty-something young lady sit in the corner alone, texting on her iPhone. I asked her “who are you talking to?” “My friends,” she replied. “I’m on Facebook telling them what a great party this is.“

These three Generation-Y young adults – children born in the 70′s through the 90′s – are your new customers. They are purchasing your graduation and wedding photographs. they are starting new families. Marketing to them is different than the traditional marketing we’re all more familiar with. Here are 7 items to put on your checklist when you plan your next marketing campaign:

1. How to reach them. Social networking has replaced the phone and email. Think Facebook, Myspace, Twitter, and texting. Gen-Y won’t read your email newsletter or see your ad on TV or in a magazine.

2. What to say. Sales language turns them off. They’ve already heard tens-of-thousands of ads in their lifetime, and are totally immune to old-school marketing speak. Instead, be authentic. Start by listening to them.

3. What they purchase. Apple, Jet Blue, Trader Joes, Jones Soda, Mountain Dew, Hollister, Old Navy and Red Bull. Pay attention to each of these brands when you see them in videos, magazines or in stores. They have a “little attitude” in their sales pitches, are unique players in their respective markets, and sell a lifestyle at a relatively low price .

4. What they’ll pay. We’ve all heard Jet Blue sells cheap airline tickets, but what about $3 bucks for a can of Red Bull? While that might seem like a lot of money for a tiny can of pop, Gen-Y will gladly pay it. Like Jet Blue, They trust this product to give them what it promises (Red Bull = energy) and it delivers.

5. Good Quality. Google any product on the Internet and you can read dozens, if not hundreds or thousands of opinions about that product’s quality. If you’re not offering great quality products and service, people will talk and others will listen and trust them. Once you get a reputation – good or bad – you can’t take it back.

6. Fast Service. If you quit answering your phone at 5pm, the customer who calls you at 5:05pm will be calling your competition at 5:10pm. Gen-Y doesn’t leave a “voice message” then wait for for you to call them back.

7. An Experience. Perhaps the most difficult to quantify, but the most critical marketing tip for long-term success. For an example, go down to your local mall this weekend and walk into a Hollister clothing store. The sights, the sounds and the smells all combine to make you feel like you’ve landed in a southern Californian beach party, the clothes and the sales staff all match the brand, yet the prices are not much different than you’d pay at Macy’s or J.C. Penny’s.

If you can focus your marketing on Gen-Y clients, you’ll be on your way to capturing the next generation of customers for your business.

When you run a photo lab, you get to talk with photographers. Lots of them. And after a while, you begin to see patterns that the most successful (i.e. profitable) ones have in common.

When it comes to wedding photographers, the most successful ones I’ve talked to use the K.I.S.S. (keep it simple, stupid) principle. They have figured out that although a bride may seem to want a million options, what the photographer provides is what she really needs: stress-free and confusion-free photography on her wedding day – and when it comes time to select prints and purchase the album.

These are the 6 (simple) steps to a successful wedding photography sale:

1. Sell yourself on the phone. Offer a free consultation at her convenience. Avoid quoting prices. If asked, stick with “we work with your budget.” If she’s unwilling to come in, get her email and immediately send her a link to your website. Make sure it has lots of examples and testimonials from other brides.

2. Sell yourself at the consultation. Show 2-3 great sample albums, no more. Sell yourself again. Promise that you will reduce stress and confusion, and make the photography fun. Offer three prices points: a “budget”, the “most popular” (what you really want to sell), and a “deluxe” package. Get a deposit.

3. Shoot the wedding. Take charge by making suggestions, not demands. You’re the wedding expert. Look, dress and act the part. Leave cards on the tables for guests to go online and purchase prints. Images online should be the same ones you’ll show the bride for the album – don’t put all your images online.

4. Present the images. In-studio shows on a big screen are best, right after the honeymoon. At this point, you’re selling a dream, not a product. Show the couple only the best images that tell the story, about 25% more than they ordered. The average album has 120 images - never show more than 150. Let them cull out the unwanted images. If they cannot, offer an upgrade package. Reveal a “holy smokes” shot to end on a high note – and to offer as a wall portrait later.

5. Sell the album. Stick to the “Rule of 3″. Bring out 3 samples: good, better, best. Bring out 2 colors, black or brown. Bring out 3 sizes, 8×10, 10×10, 11×14. Don’t make a complicated grid of options that change the prices.

Complete steps #4 and #5 in 90 minutes or less.

6. Deliver the album. You should have the album built and returned to the bride within 4 weeks of their wedding while she is still excited. The sooner the better.

While you can be a successful wedding photographer without this list, I guarantee if you try it you’ll have even more success than before.

(image courtesy of Sam Sarkis)

Agree or disagree? Leave a comment below and share your thoughts with other wedding photographers.

I was thumbing through images on iStockPhoto.com the other day, and while looking for a generic photo of a professional photographer I noticed something interesting. The vast majority of the photographers were dressed in all-black. A quick search of Google images confirmed my suspicion: most of the (admittedly male) photographers were also clad in black.

In the public’s eyes, is an all-black outfit the official uniform of a professional photographer?

While it is at first easy to dismiss the idea of “dressing like a photographer” as a gimmick, it is at least worth considering. What if the average consumer equates someone in all-black outfit as an artist, of which a photographer is a specific type? Don’t we automatically have a different level of respect for a soldier in a tee-shirt and jeans verses one in full-dress uniform?

Which leads to the question, if black equals artist and artist equals photographer, could wearing black have an impact on your sales?

It’s an interesting experiment, and one I’m sure everyone reading would like to read about if you’ve tried. Alternatively, have you ever changed your wardrobe and found it changed your ability to make a sale?

Would you be willing to wear all-black for a week or a month and see if it makes any difference? Add a comment below and let me know. It could be the simplest way to increase your sales you’ve ever tried.

Our photographers who are great marketers start designing their ads, flyers, and postcards for the 2009 holiday season in August. To encourage the rest of you to get started, below are 5 tips to make sure your ads have maximum impact:

1. It’s about the customer. Go through your ad, and everywhere you use the words “I” or “we” change it to “you” or “your”. For example:

I specialize in senior photography. We guarantee satisfaction.
or
Your photos will reflect you. Your satisfaction is guaranteed.

2. Make it short and simple. Take a hint from the print industry: the average newspaper is written for 6-8th graders. You should do the same. For example:

Our expert staff will take the time to insure that each and every photograph you purchase is skillfully color-corrected, printed and mounted to your exacting specifications.
or
You’re going to love your photos.

3. Cut the hype. The more you hype your specials, the more you sound cheap and insecure about your work. This applies to both ad copy, as well as fonts, uppercase and punctuation. For example:

BIG SALE!!! Limited time only.ACT NOW!!!
or
Exclusive offer just for you

4. Let others say it. Testimonials from others are the most effective form of advertising. Make a habit to collect testimonials all year, then use them in your promotional pieces. For example:

Your prints will be perfect, on time, and at a great price.
or
“JD Photo made my prints perfect, on time, and at a great price.” Joe Client

5. Call to action. At the end of every ad, your customer should know exactly what you want them to do. You have to tell them specifically. For example:

Please contact us at your convenience to set an appointment.
or
Call us now at 888.858.8084 to reserve your free, private consultation.

These tips aren’t just for new ads; if you’ve already created an ad, check it against this list to measure how well it stacks up. If you’re missing one or more of these 5 items, you should edit your ad before you use it again.

I watched a funny Youtube video the other day by a comedian who’s entire act revolves around showing a bad Powerpoint presentation (if you’ve ever used Powerpoint, you’d laugh too).

How could you adapt this idea as a way to market your studio? One way would be to create a 10-minute talk and slide show about “bad” photography. Here’s the first sentence:

“In 1888 George Eastman patented a camera that used rolls of film. If he ever saw this photograph, he would have smashed it with a hammer.”

Gather about 15-20 bad photographs, or take them yourself. Make a funny talk about the bad photography we all take, or if you are not a good speaker, give a more serious talk on how to take a good picture. Either way, make it breezy, informal, and informative – and keep it under 10 minutes long.

Once you have your presentation ready, call up the local Kiwanis, Rotary, Chamber of Commerce, etc. and offer to be a guest speaker at their monthly meeting. Tell them you have a 10-minute presentation, and that you’ll need a projector and screen (or bring your own). Every group needs a new guest speaker every month, so it won’t be long before you get a return call.

Here’s the key to success: have a pre-written introduction for them to read before your presentation, and hand out business cards immediately afterward. You’ll both establish yourself as a photographic expert in the community, and put your card in the hands of influencers who can get you assignments in the future. In addition, if your presentation is very funny, you’ll soon be getting calls from other groups asking if you can speak in front of their membership too.

If you can put together a great 10 minute presentation, you can turn it into a powerful marketing tool that will put you miles ahead of the competition.

Video will never replace photography, but could the combination be a new product for you?

Chang W. Lee, senior staff photographer at The New York Times, has made a video that combines the storytelling of great photography with the visual interest of video and sound. The first of his series “The Jazz Singer” (3:45 video) is the result.

Lee is not the first photographer to combine photography and video. Ken Burns has turned it into an art form so unique that after directing several PBS documentaries (Baseball, Jazz, The Civil War) his style is now referred to as “the Ken Burns effect.” Ken talks here about how his passion for photography shapes his films.

• Have you considered offering videos with your photography?
• Do you think it could profit your business?
• Are you losing business to (wedding) videographers?

I’m interested in your comments. If you have produced any videos, send me a copy or a web link to the video, and if possible, I’ll share them here.

While you will never be able to frame or display a video, the ability to offer them as an add-on sale to your customers could be an exciting new way to grow your photography business.

Recently I visited the home of a young woman I do not know very well. As I entered, I immediately formed an impression of her: from the huge turn-of-the-century French bicycle poster on the wall, to the extensive collection of hardcover books, to the Santa Claus on a Harley Davidson statuette, I felt I was in the home of an educated “free spirit” with a style all her own.

My impression was correct. I learned she was a professor of literature at the local college, only recently having completed her master’s degree. Although she did not have expensive furnishings, her unique sense of style created an “experience” that I will remember when I meet her again.

All of us are aware of the importance of first impressions and the impact they have on others. However, this is especially important for photographers who must first sell themselves before they can sell their artwork. The experience your customers receive when they enter your studio has a direct impact on the amount they spend.

Take a five-second tour of your studio – or better yet, ask someone to do it for you. Open the door, walk in, look around, and walk out.

• What was the first impression you received?
• Was the feeling warm and inviting, or old and cluttered?
• Did you notice at least one major piece of photography that said, “Wow – this is a great photographer”?
• Did you feel like you were in the studio of an artist who commands thousands of dollars for their work?

If not, I urge you to work on the first impression your business makes. It does not need to cost much, but it will add directly to your bottom line.

Every day you find one or more postcards in the mail. It isn’t surprising: postcard advertising is one of the most cost effective ways to contact potential customers. However, if you look carefully you will also notice that most advertising postcards are 5.5 to 6 inches tall and 9-11 inches long. So why would an advertiser bother with a big postcard when the small 3.5×5 postcards can be mailed for so little money?

The simple answer is that little advertising postcards don’t work as well. They are great for reminding customers of appointments, or for telling them something they already care about like their birthday. However, studies show that large postcards have a much bigger impact for direct mail advertising.

While it is painful to pay double the postage and printing costs for every piece of mail, you should avoid the temptation to mail small-sized post cards. They are less expensive, but research shows you’ll see less response. Better yet, consider refocusing your marketing using e-mail newsletters.

I read a great article recently about the benefits of WOM – word of mouth marketing. Almost every photographer will tell you their best marketing bang comes from satisfied customers who tell their friends.

The article broke down what it is exactly about WOM that makes it so powerful, and how you can use this knowledge to your advantage.

First, it said that WOM “works” because it comes from a trusted source. The source could be a friend or family member, but it is most often an influencer. For example, if you want to sell senior photos, hire the most popular boy and girl in high school to promote your studio. If you want to sell business portraits, shoot the president or the best salesperson in the company.

Imagine tomorrow morning on Oprah’s show she said you were her personal photographer? Your phone would be ringing off the hook before the show was over. Find the influencers in your community, make them your customers, and your WOM marketing will be explosive.

Second, the article said that WOM works best when it delivers a product that solves a problem, not because it is “cool” or “hip” or “trendy”. Here’s an example: the next time you offer a baby photo special, instead of focusing your marketing on package prices or the number of poses, focus on conveniences like free parking up close, day care for the other kids during the shoot, or sessions completed in a half-hour or less.

If you can make it easy for a mom to get her child photographed AND the photos look great AND the price is fair, you’ll not only have a customer for life, you’ll have an influencer that will push your WOM marketing to a whole new level.

Slideroll is a photo slideshow maker that you can use to create slide shows with your photos. It lets you publish your slideshows on the internet, put them on your website, MySpace or YouTube, or e-mail them to clients. Click here to check out the Slideshow Creator demo. It’s kind of fun.

Think of all those Ken Burns documentaries he does for PBS. Yeah, it looks just like that.

What I like is that with Slideroll Videomaker, you can turn your slideshows into flash videos that you can easily post on your website. What a great way to add some visual interest to an old website for a minimal expense.

Did I mention it was free? I haven’t figured out is how they offer this kind of stuff for free yet, but it’s pretty cool that someone does.