If you don’t regard your photography as a luxury investment worth paying for, no one else will either.
The photography industry is full of amazing talent that is underrated and underpaid. On the other hand, it is also full of lackluster talent that is exceptionally marketed and generously overpaid. Unfair as it seems, whether you are more on the coal side of the journey or you are on your way to diamond status, becoming a successful photographer is certainly hinged on the public perception of your work, as opposed to its actual quality.
But before you set out to bolster the public perception of your work, take a minute to see how you really feel about it. If you can’t see your work as a high-quality investment, there’s a good chance no one else will either. Consider for a moment the time you must sacrifice to create this photography. Just that precious time alone should be a significant motivator to treat (and price) your work as true art.
Once you have a firmer appreciation for your work, you can create a higher perceived value fairly quickly, with a simple business facelift. There’s a reason they say presentation is everything. Consider these elements of your business and make a list of ways you can upgrade them today as well as down the road:
Your space
If you operate out of a home or retail space, your studio should be clean, attractive, welcoming and uncluttered. Review interior design magazines and websites to create a unified and professional décor. Organize every corner, whether you think your clients will see it or not.
Your packaging
Everything you present to your client should be delivered in polished, chic packaging, complete with your logo. Invest in various boxes, bags and tissue paper that complement your brand.
Your customer service
Create a VIP experience by treating clients like family. Take their coats, offer them a beverage and a cookie. Provide coloring pages and crayons for children. Think of everything. Follow up with a handwritten thank you card after every order. When conflict arises, don’t be a pushover, but be willing to take responsibility and make amends when appropriate.
Your price
Think of your work as a luxury good. When you consider your most sought-after handbag or car, part of the reason you want it is because it is so outrageously expensive and therefore, the very best money can buy. You would be surprised how well this perception can work for you.
Your competition
Keep abreast of your local competitors. Review their websites, sign up for their emails, friend them on Facebook and call to check prices. It might seem sneaky, but it’s really a good business practice to know what your clients know about your competition. You can’t outshine them if you don’t know what on earth they are doing. Once you have taken these aspects of your business into consideration, you’re ready to upgrade your branding, marketing, and sales tactics. Perceived value starts closer to home, and absolutely begins with confidence.
