A lesson on worth
I came across a book a few years ago. I love books to read them, but I also love books for their aesthetic. Kinfolk Home satisfied me on so many levels. I love design, I love good photography, and I love human stories. This book is beautiful and has beautiful content. It’s also a great case study for branding done right, but that’s a story for another post.
When I found there was another - Kinfolk Entrepreneur, I became extremely excited. I couldn’t get to the bookstore fast enough. Not only did I get the beautiful aesthetic, beautiful imagery and human stories, I also got profiles of successful entrepreneurs. I haven’t read through the whole book yet, I’m savouring it slowly like a delicious meal, but I love the insights. They all reinforce the message I’m trying to deliver, and what I’m also trying to create for myself - a business I love and am passionate about, that can sustain and lift me financially. It’s what we all want, right?
I loved reading about Pum Lefebure, co-founder of Design Army. I really resonated with her story, above some of the others that I’ve read thus far. This is a key example of attracting the right customer - we position ourselves a certain way and some will identify and become one of our tribe, and others won’t. I fell squarely into the tribe of Pum Lefebure, and this is exactly what we should strive for in searching for our clients - to get those who resonate with our message to join our tribe.
I’ll quote from the book; a message that we need to internalize:
Pum says that the best piece of business advice she has received is to know her creative worth. "Do not undercharge, or undersell," she says. "All clients like expensive regardless of whether they can afford it or not".
Such true words. Let's take the example of Apple. I hear all the time people saying they'd love a Mac, but can't afford one. But if an opportunity came around - some money from somewhere - that might be their first purchase. As a photographer, you may want the high end equipment and sock some money away from each shoot to get there, but settle in the meantime for the middle of the road camera or lens. Have you ever aspired to shoot with an entry level camera? So think of it this way - people might go to the cheap photographer because they can't afford anything better at the moment, but it doesn't mean they truly want to, and if money became available, that they would still go to that photographer. Of course there are people who don't really care about it and do photos on the cheap, but I don't think that represents the majority. Here are the takeaways:
Charge what you're worth.
You won’t be happy charging pennies. And you won’t inspire much with your clients if they consider you the cheap alternative, when their hearts and minds rest with the luxury boutique photographer even if their wallets currently rest in your camp. They’re part of your tribe out of necessity and that won’t breed loyalty - just practicality - and that’s not a long term success strategy. And if their favourite photographer, the one they’ve kept an eye out for, has a sale; well, you’ll be on the short end of the stick. Instead, aspire to be that dream photographer, and once in a while, strategically, offer a promotion that will open the door for this client to come to you.
Don't worry about being grouped with cheap photographers
I hear many photographers complaining that they’ve been tagged in ISO posts on FB, or seeing the posts and commenting on how they won’t put their name down since all the other offers are cheapo. While the poster may select someone else for their shoot based on today's budget, you never know who might pin your name on their inspiration board for future. But more importantly, realize this opportunity and capitalize. People will notice you as the expensive one among the cheap. Being noticed is good and for the right reasons. Plant seeds.
Always elevate
Starbucks started right out of the gate charging a higher price for their coffee. They did their ‘practice’ of refining their blends, their brand etc before launch. Then they launched into the space and position they wanted, establishing their value themselves and with impact. The space they took was in a target of people who would pay the price asked for their products. Our perception of their brand would be very different if they started with their coffee at $2 and then tried to go up to $5. You’d ask - how different is the $5 dollar version? Did they add gold flecks? While it’s expected that small price increases are inevitable to adjust for inflation, it’s very hard to jump entire pricing levels if people don’t perceive a great change to the product. So start as you mean to go on. Launch into the level that you want to be at, even if it means you don’t launch until you have all the pieces in place. It will serve you better in the long run. And remember - it doesn’t have to be perfect, but it should be on the right track.
I’ll end with true story. A friend of mine who studied photography with me, used to offer free photography for his cousin’s business. Cousin accepted. Then, I think there was a special opportunity that came up for the cousin to gain some lucrative business, and the cousin hired a photographer. That stung, coming from a family member, but it embodied a message - just because someone accepted free or cheap doesn’t mean that’s what they really wanted - it was practical until a lot more was riding on it. When the rubber met the road, the cousin invested because the stakes were raised. When someone is looking for a simple family portrait for their holidays cards, the cheapo might do. But when they’ve seen your “Day in the Life” work, photographing families in their homes and capturing all the amazing connections while the kids are still young, it just might be something they resolve to do as soon as they’re able.
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