Photography Marketing Is Needed Because Photos Don't Sell Themselves

Photography marketing ideas, like most small business ideas, aren't hard to find. The major challenge with good ideas is that once you have one, you don't always know if it is as good an idea as you think that it is. Successful ideas aren't something that just 'feels good' or that just 'sounds good.' What will prove whether they are good ideas, or not, is if they increase business. What helps verify if the idea is a good one, or not, depends on a few solid indicators:

1. What are the intended or desired purposes and goals of the photography marketing idea and activities?

2. Is the proper audience being properly targeted with the proper information that the audience needs to do what you need them to do – like make a buying decision?

3. Are the total benefits factors crystal clear and obvious to your target audience?

4. Does the idea have a plan, a criteria list for milestones and an assessment checklist?

The above questions appear to be very basic. However, asking and answering them accurately ensures whether a small business marketing idea is a good idea. Also, using the above questions as a basis for your standard researching of your photography marketing ideas will let you know, for sure, whether your marketing ideas will work.

Admittedly, there is no 'one-size-fits-all' involved in this process. But, using the questions helps develop business skills that are only learned through experience. Expansion and further articulation of the process can be found in books and videos. But, the effectiveness of your marketing skills will only be developed through the process. By the way, there is a 'fancy' term for the process - "research." Everybody tells small business owners that they need “it,” but not enough small business owners ever find out what "it" is. 

Research, Obsessions & Human Nature

1. Much r esearch demonstrates that, for the most part, people prefer and need to be led through the buying process.

2. Research also demonstrates that selling people what they're "obsessed with" is much easier and much more lucrative than selling people a first-class, quality product or service that they normally purchase.

3. Basic human nature affects the success of your marketing strategies.

The time spent researching the effectiveness of your marketing idea will pay for itself, at least, tenfold. More significantly, using the process increases your business skills and dramatically increases your confidence.

The Basic Process Steps 

The questions that make the 'process' work every time.

1. Ask the questions.

2. Get and write down the answers.

3. Cross check, cross reference and double check the answers.

4. For this process - don't think like a business owner. Think like a customer.

5. Pinpoint their wants - not their needs, their wants. People obsess over the "wants" not their "needs." Know the difference - don't judge - know the difference.

What, Who & How

• What is your marketing message?

• How will you say it (or get it said)?

• Why is "it" your marketing message (is it because it is cute or because it caters to people's "obsessive" human nature)?

• How will you get it said to them (according to McDonald's, Proctor & Gamble, and other world class marketers, they will have to hear/see your message 9 times to take action)?

• Who is your specific target audience?

• Who are they?

• How old are they?

• What kind of work do they do?

• Who are they currently buying from? Why would they leave them to do business with you?

• How much do they regularly spend on what you're selling? How do you know?

• What do they expect when they purchase what you're selling? Are they obsessed?

• What method(s) will be used to deliver your message to your target audience?

• Will the method get your message noticed?

• Are other messages being delivered in the same manner?

• How often are your messages delivered?

• Is the Most Wanted Response (the action that you want them to take) evident in your message?

You can observe the principles at work all around us.

1. Walkmans continue to be popular, but people are "obsessed" with purchasing Ipods.

2. Nintendo and Sony have very popular game programs - many people are "obsessed" with their various games.

3. Big screen televisions continue to be very popular, but people are "obsessed" with plasma screen televisions - even with prices jumping all over the place.

4. Young people are the driving force behind the tennis shoe industry. They love tennis shoes of all types, but they're "obsessed" with Nikes (and sometimes, Vans).

Recognize that people pander to their obsessions, not their needs no matter how important they may say that they are to them. They give much thought and calculation to their needs, but they pander to what they "obsess" about. Identify what benefits of your products/services fits in the scope of your customers' "obsessions" and your marketing battle is practically already won. Of course, you do have to implement strategies and activities. But, make it a habit of using the above process and success will be automatic (automatic as in "do the work and tasks" and good results will follow).

The process is very simple. But, the principles, philosophy, dynamics and concepts are thoroughly researched-based

It's A Process: Understanding what this means is essential to your success. Too often, we confuse advertising and activities with marketing. Visit this page to get a better understanding of what the difference means to your success.

Tactics: What exactly is a marketing tactic? In his informative free ezine, author and expert Robert Middleton offers the following definition of a tactic:

"My best definition is: A tactic is any activity that creates a connection between you and a prospective client, which moves them closer to doing business with you."

Go to this section to see Robert Middleton's "Seven Step Model" for effective tactics. In my opinion, Robert Middleton offers very practical, effective and solid education through his free ezine. The "Seven Step Model" article is a great example of how he provides valuable information and education. He offers great products for sale. But, he gives away a great deal of valuable resources for free - such as his free ezine and his "Free Workbook." It's worth taking a look!

Marketing Plan Tips: Having a solid plan is critical, of course. But, where do you start? Try these tips - they're a good start or refresher.

Sample Plans: This link leads to a variety of samples. There has to be something for you - especially if you use your imagination and are clear on your business dreams!

The 5 minute Plan: Great excercise from a great resource.

Free Resources: Trust me, "free" on the internet can be very, very good. Many advertisers are so confident in the quality of their products/services that they offer them for free feeling that once their products/services are tried, customers will purchase - once they've "test-drove" the product/service. The good thing for the average internet user is that often "free" is good - very, very good. This link has examples of great free resources.

Website Resources: Successfully promoting a website is very "do-able." Try these resources. Take your time. Keep asking questions! Research everything and keep asking questions. Remember, your website should do what you want it to do - not what a web hosting company or web designer wants it to do. You don't have to be tech-savvy to have a successful website. If you're interested, here's my personal story about a successful website.

Startup Internet Marketing
600+ pages of FREE tools, tips, services and strategies for small business startups, internet marketing, online advertising, and website promotion.