The price is wrong

Marketing resources for photographers


Don’t talk about price. Talk about value. This is especially true with ads or promos, where the price is in bold or highlighted, and not a thing about the value that the client will receive. Just a focus on how much money will fly out of their wallet for a service.

Sell on the benefits, not the features. And especially not the price.

Ever flip through an Ikea catalogue? They aren’t selling you furniture. They are selling comfy, cozy, convenient, messy yet chic living. On more than one occasion I’ve wanted any one of the rooms in my house where I can kick back and relax.

When you walk into a Starbucks, they aren’t selling you coffee. They are selling cozy armchairs and fireplaces, friends and conversation, great smells, the newest in lounge music and an alternative working environment to fuel your creativity.

So think about what you’re really selling. Not just ‘memories' - everyone and their Uncle Bob captures memories. You’re selling love, documented. You’re selling legacy, nostalgia, tiny feet, huge bellies, tears, laughter, foolishness, togetherness, messy life, kisses and hugs……..

Ever have a conversation that’s flowing and then someone says something and it totally kills the vibe? This is what focussing on price does. Price makes it about the tangible. Price makes it about commodity. Instead, make it about the intangible, the value. Money is still exchanged but it is placed into a context of giving and receiving in a way that everyone feels their cup is filled.

Give it a try and see how that may make a change in your business.


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