Struggling with mini-sessions? Why they might be killing your business

Mini sessions_on demand marketing services for photographers

When I first saw minis come to the market some years ago, I was intrigued. I did some research and these were the main principles:

Over a short period of time - weekend, back to back slots
Usually around a theme - holidays/ dress-up theme for kids
Set in stone - certain price, certain time, no exceptions
Came with a very basic package, customers had opportunity to upgrade to a traditional session or buy more product
Meant to bring in a significant income while keeping overhead low
Price was less than a traditional session, but not by much

Mini sessions have changed

Today, minis have morphed into something quite different. For many, a mini is now a regular offering in their business, that's half the price or less of a traditional session, yet still offers quite a bit in the package (one might say enough is included that that people aren't interested in up-sells or upgrades). What's my theory? I suspect it has a lot to do with fear. Instead of being treated as a one-off meant to boost your income and expose your business to a good amount of potential target clients, photographers are scared of their own regular prices and think clients will be scared off too. They offer minis to get some business - any business. It's a marketing and self-confidence issue.

With proper positioning and marketing, like with the mini-Cooper, or mini chocolate eggs, a "mini" strategy can be successful. However, you may notice that the mini-Cooper doesn't come with a mini price - the mini refers to the smaller green footprint. I don't think mini chocolate eggs are less expensive either - the mini refers to the bite-size rather than the price tag. In photography, the mini should refer to the session, but somehow, nowadays, mini only refers to price.

For many photographers, the concept of the mini has derailed. They are offering that rock bottom price but still include a reasonably long shooting time and number of images. And they may hear crickets. They go ahead with few clients and end up losing more money, or allow exceptions, so it technically ceases to be mini in any sense. They are working hard for very little money to compete with Suzy photographer down the road offering minis for less than a package of toilet paper at Costco. So where is this all going wrong?

When you offer a mini session as a regular service

It ceases to become something special
It undercuts your own packages
It fails to be the income booster it's meant to be
It attracts price-shoppers

When you offer minis at half the price of your traditional session

If your mini is exactly half your regular package (or less), you are losing money before you start. Administration of your business doesn't change. You're still spending time on booking, consultation, invoicing, client management, file delivery, galleries. While culling/ editing time may differ because you may shoot less in the shorter time frame, uploading 5 photos or 20 photos to Pixieset doesn't change your time to do it, or the cost of Pixieset.

By slashing the price in half (especially if the mini is part of your regular service offering), you are essentially doubling your work load. Presumably, your cost of doing business (CODB) has been calculated on your traditional session, so you now must find 2 clients versus one to make your numbers. And you are building a clientele based on the expectation of minis, who may never pay full price, so you are perpetuating a low-cost, low-profit, high-effort model which will burn you out.

People now expect mini sessions because photographers have overused them and constructed them mostly to the advantage of the client and disadvantage to themselves. They have become a commodity, having to entice people by lowering price to remain competitive, unless it's super unique. And how many times have you seen that - mostly they look alike.

The language kills it

Mini carries the connotation of smaller and cheaper unless it's marketed very strategically. And we perpetuate this by plastering the word Mini front and centre on these sessions!

What else do you see on every mini-session advertisement? Time/files/print release. Oooh, that's exciting. Really, stop it. I'm falling over trying to type an email to you to book my spot. This is akin to buying a car and saying it has 4 wheels and an engine. Is that why you buy a car? Well you surely want it to have those things, but you buy it because of zoom, zoom. You want to feel a certain way driving that car. You want it to create or reflect a certain identity/personality. Why are you, as a creative, taking up precious space in an advert telling people they get a print release?

I want clients to value what I do for them. I have a talent and passion that I have nurtured and cultivated over the years, and it's in every photograph I produce. I don't want anyone to see me, or anything I offer, as mini. Words matter. What I do for people matters. I don't want it minimized and neither should you.

Why aren't we all elevating ourselves and using language that uplifts us and better defines the gift we are giving? I read something just the other day on an FB post on minis, related to this very point. When questioned on language, the photographer responded that everyone in her area used the same language. And this illustrates the point well - that many of us just follow the wagon. Little thought on language, little creativity in what is offered, little price tag. We have put ourselves on mini auto-pilot but for most, IT'S NOT WORKING.

So let's change it!

Used as a marketing strategy, a mini-session can:

Attract ideal clients or have near-ideal clients to 'try' you. If they love the experience, you set the stage for repeat business
Create buzz around your business. A cool concept, a unique theme that people haven't seen, or the promise of an interesting or desirable product gets people talking
Boost income. With each session you learn and adjust until it's a well-oiled machine and you can minimize expense and workload and maximize profit.
Create a reputation around you, boosting your visibility. People can't wait to see what the next cool concept might be, and don't know when or where or how it might be offered, thus creating mystique and a reason to follow you

So tell me again why you would want to offer minis year-round, nothing special, just a watered-down version of a regular service, just to do more work for less money?

Creating something more successful

A compelling offer. Instead of shrinking a regular service (your traditional session), build something instead. Don't only make it about price or time. Give people something unique. What about adding a wall print? Canvas art? A coupon for the best breakfast spot in town? Because everyone is doing them, you have to stand out - props, special location, something desirable to pick you over them. Think of what your brand and style represents and find high perceived value items that support that. You can also venture off the path and do super-specialty themes - sky is the limit - as long as it still fits you and your brand. What about a luxury limo party? Camper van or bonfire sessions? A special offer needs to feel like its own thing. Flex your creativity muscles.

Price. If not a super-specialty session, a mini should be slightly more than half of your traditional session. This accounts for your administration time, while enticing clients to sample services with you at less than the cost of a traditional session. This also leaves room for upgrades; more on that below. If it's a super-specialty session, then the price can go up. If someone is hooked on a luxury limo party, they'll pay. And you'd of course need to account for your costs in renting a limo!

Clients. You still want to appeal to your ideal/ near-ideal client, not just rake the bottom of the ocean. Keep focus on your brand and style and the experience clients will have with you, and on creating that emotional connection you strive for overall when searching for clients. You seek clients who will book you on those thing rather than on price normally, so marketing your special offer shouldn't have a different message.

Client policy. Create rules around the sessions and enforce them. Ensure you communicate them clearly. These days, your client management or form-creation software allow you to highly customize a form - where clients don't just agree to the general terms and conditions (that they don't always read), but have to check the box next to each rule to agree. Remind them when following up. People may ask for exceptions, and you can politely tell them that exceptions can't happen because they might jeopardize the experience for others. Also make sure that you have organized your session in a way that allows for you to capture what you need without stress - enough time in-between clients, or an extra pair of hands.

Photographer policy. I often hear photographers say they gave more than promised in the offer. While creating a Facebook banner-sized collage as a little surprise can go a long way, don't give away the farm. You are setting an expectation for future. If you give way more than promised without up-selling, you are teaching those clients what to expect next time and you are losing potential income.

Upgrades. If someone needs an exception (and your offer isn't a super-specialty theme), it's a perfect time to offer an upgrade. They are giving you a clue that this session doesn't fully work for them. Instead of you bending and risking the experience for others, offer them other options. If they go for it, you've just snagged a real client and an open spot remains for someone else on your special offer.

Up-sell. Offer more, but not too much more. Offering 30 images of similar poses is overwhelming. Think and shoot strategically. I advertised holiday portraits. Time permitting, I added a few combos of the kids, and individual portraits. This is what people will buy - not 10 family portraits, but the variety - things they can't leave. If they have 3 children, the 3 individual portraits, and then one of all 3 kids is a perfect up-sell in addition to their choices for a family portrait. Keep it contained. If you included 3 images in your offer, don't give a gallery of 60 and hope they'll take them all. Be very strategic in the up-sell for a few variety images, and set your price to make a nice profit. If shooting a super-specialty theme, focus on the story. Sell individual images but offer an album that feels like it captures the essence of the experience that feels more attractive than individual images. Do this up-front and send a proof that's ready to order on their approval. A bit of extra work and risk, but can yield a great profit.

Aftermath. Make sure these clients get placed on your newsletter list for future offers.

Creating the advertisement

Language. "Mini-session" sounds small and reinforces small price in people's minds. Mommy and me - overused. Title of the holiday (Valentine's Day, Father's Day) - boring.

Same with things like "high-resolution files". Files? That's something that I find in a file cabinet. What gift are you giving me? Call it something that reflects the gift - photographs, images. What about limited edition? Exclusive? Chic? Elegant? Deluxe? Or how about a custom name:

Ooh! Those delicious faces sessions
Heart-melt sessions
Remember me tiny sessions
Imagination and play! sessions
My dad is my hero sessions
Mommies give the BEST hugs sessions
Luxury limo party session
On the road - Camper Van session

Brainstorming a title can help you with crafting that compelling offer, as it can generate ideas for posing, props, location and unique products that can be included or used as an up-sell.

Content. Gallery and print release. Why does that take up so much space on your ad? Do you think someone will book you because of these things? We are all tempted to want to give people all the details up front. 99.9 percent of people already expect to be able to print their photos, so it's pretty useless to add this kind of minutiae and then pay to have it advertised. It's like throwing away dollars. Once someone is compelled enough to want a spot with you, you can communicate all other details - contracts, time, print releases etc. Focus instead on the theme, the feelings, the emotional connection. Add a few details in smaller print along with your contact info.

Call to action and scarcity. Make sure you tell them what they need to do - learn more, book now. Create scarcity - limited spots, deadline to book, only one this year. You don't want people coming back later, you want them to feel motivated enough to want that spot now.

A compelling photo(s). You have one chance to compel people to book. The photo needs to fully represent what you're shooting and must be emotional and strong enough to make people imagine themselves in that photo.

Let's see how this plays out

What I see EVERYWHERE

Mommy and Me mini-sessions!

30 minute session
Online gallery
6 digital files with print release
$45 (or insert other tremendously low price here)

Contact me today to reserve your spot!

Let's try something DIFFERENT

"Mommies give the BEST hugs" limited edition photo celebration - coming this Spring.

Hugs with mom have to be right up there with favourite teddies and hot chocolate. Indulge in a session where the kids get to cuddle with their favourite person (you!) and capture those precious moments before they grow up and don't even want a peck on the cheek. A half hour hug session includes a 16x24 premium wall portrait and three professionally finished digital photographs for $350. Only 8 hug sessions open. Act now and click to book - it's the only one this year!

Let's try something REALLY DIFFERENT

On the road - Camper Van photo exclusive!

No vacation this summer? Enjoy your very own family Camper Van photo shoot - wouldn't the kids love that? See what it might feel like to travel in an authentic Camper Van; it might just spark your wanderlust! Only 8 families being accepted to this unique and exclusive offer. Reserve now to grab one of these coveted spots!

And when they click through your offer, it leads them to a page with the details:

A secret map to find the van gets the kids excited en route to the location. A half-hour lifestyle session in and around the van, complete with a picnic spread (think finger sandwiches and root beer) and 8 images, for $450. Option to purchase additional digital photographs, or add the 'story of the day' album for $200 more and receive the remaining digital photographs as a bonus. An unforgettable experience - only 8 available! Don't miss the opportunity, click to book!

Remember, EVERY activity you do in your business should be profit-making, either directly or indirectly. If it won't be profit-making, why would you do it? If you are dropping price to attract clients, you should really be cancelling or re-thinking the concept. Otherwise you're taking money out of your pocket, for the privilege of having more work. But if you do take some of this advice and I start seeing hug and camper van sessions (or hugs in a camper van sessions lol) cropping up on the Internet, credit comes to me, right here! :)