AIDA Illustrated Marketing for Photographers
AIDA Illustrated Marketing for Photographers
By Chuck Groot
aida = tried but true, the famous formula that makes your ads, your advertising literature, your marketing work.
Attention – it must catch the attention of your reader or listeners. We forget that we are not facing a captive audience; people are allowing us into their heads. So in order for them to pay attention to what we have to say, we need to get their attention. The best way to do this is with a snappy and punchy headline. One way I work to get headlines is by writing at least twenty on a piece of paper. After the first five or six it gets very difficult, but eventually, the cream will rise to the top and by the 20th I have a winner.
Are you a poor image of the walls?
Is your house crying out to be turned into a home?
Images so sharp you can smell the bacon
Art directors will never forget your face.
interest – once the prospect has been lured in by the bait, so to speak, we need to hold their interest. Tell a story about your product, you must mention every benefit, every detail that distinguishes it, everything that would encourage him to buy from you. Often, you only get one chance with this particular client.
“The house may not have been crying, but Ms. Schmidt certainly was. Her only son just got married and now that he’s moved in with his beautiful girlfriend into her new position, she spends hours looking at the photos we took.”
A month after the wedding, she wrote to us and said that every time she looks at the beautiful portraits we created it’s like reliving the entire wedding day all over again.
Dear Mr. Groot,
Thank you, thank you, and thank you. Wolfgang and Sarah’s portraits are of such high quality and so real that I feel the warmth of the hugs, I can taste the food, I can hear the music, I can see the couple walking along the garden path and the emotion of love captured in each image transports me to my own wedding.
And I must say that the album itself is so beautiful that I have never seen anything like it. But I must say that I am very impressed with you and your staff and how you conducted yourself on the wedding day. I couldn’t believe how professional you looked, how efficient you performed, and how each and every shot you created was like a mini love story.
Also, the level of service before, during and after the wedding was far higher than any company I have ever dealt with. I love my parents album and would highly recommend Old Masters Studio to anyone.
Sincerely,
Hildegard Schmidt”
longed for – Make it irresistible for a client to sponsor you by offering trial proposals so risk-free, coupled with guarantees and bonuses so generous, that the client has nothing to lose and everything to gain. Give the trial propositions as an incentive, as well as a free “gift” for your problem.
” We are only as good as our last portrait session. Each and every wedding we photograph receives our full care and attention, to that end we only photograph 40 weddings a year and typically book up to two years in advance. Your Wedding is important to us, so in order for us to deserve your friendship we would like to offer you a:
Engagement Portrait Session valued at $100.00 totally free.
Just to try us out and see if you like working with us. We will spend an hour taking a variety of beautiful portraits of you and your loved one, capturing the love that flows between you.
And as a special gift we would like to give you our signature…
Old Master Portrait 8×10 valued at $49.95
At that time, we will be happy to introduce you, at no cost or obligation, to our variety of wedding services. We have prices and payment plans that fit all budgets. Guaranteed that if you’re not 100% satisfied with your photos, we’ll give you your full money back, 100%, no hassle, no questions asked. “
Stock – Take your customer to action. People silently ask for guidance. Tell them exactly how to buy.
” Call 592-7707 right now to book your first consultation. If you wait, your wedding date could be booked. Can you afford to take that chance with the most important day of your life? Why wait, not have anything to lose?
Call 595-7707
old masters study
1234 your unit
Weddingsville, British Columbia, V8V 2S2
250 595-7707
http://www.oldmastersstudio.com”
P.S.
Bring this note with you when you come and you will receive a special gift.
Easy to perform marketing activity; Create a letter like the one above and take it to five (5) complementary businesses (florist, jewelry store, hotel, church, etc.) and ask them to give it to the next couple that comes by to discuss their wedding. Make sure that when you print the letters somewhere at the bottom of the page in small type or a code, that you identify where the letter came from. (i.e. St. Josephs Parish could be 10-18-04-1 the date you brought the letter and St. Joes is number one in your business tracking guide) and explain that for each customer that comes your way with this letter he will give them $50 to do whatever they want with it. (This is important if you go to a church, because the clergy may have trouble taking the money themselves, but will gladly deliver the letter and use the money for the poor box.)
Marketing works. You need to market yourself every day through a newspaper ad, magazine, direct mail piece, your website, your email list, your phone book or your business card, etc. You must have your name, address, phone number, and web address on every brochure you hand out.
If you have any questions, please email Chuck at [email protected]