What the book "Why we Buy: The Science of Shopping" has great marketing advice for photographers
Image by: @korie
In his book "Why we buy: The science of shopping," Paco Underhill discusses psychological tactics that retailers use to get buyer's attention and to encourage them to purchase.
One simple technique used in retail all the time is to create a physical barrier. Think about when you're walking through the aisles of a store and in the middle of that aisle there is a display or a rack or stack of products. It's disruptive because you might be cruising down that aisle, until you come up on the barrier that then makes you pay attention and change direction. But what have they done there? While the rack or display serves to create a new walking path, you notice it to be able to navigate it. And of course, whatever is on there is meant to entice you with a deal of some sort.
We often don't know how to market. We post a photo on FB or IG and say something nice and call it a day. But as Paco demonstrates, retailers subtly place things in our path that we think they might like and respond to.
Are you subtly getting into someone's path? It's pretty innocuous - we don't usually get pissed off that there is a rack in our way; we simply walk around it and continue shopping, but it did its job of making you notice it for one second. That scarce attention online is gold.
You have so much more to give than a photo and a nice thing to say. You have photographs of many things - maybe beautiful places you've travelled. Create a blog post, and share that on a mom's FB group page instead of waiting for promo day. Tell them you've written a blog on some beautiful vacation spots. You're not selling! You are just placing yourself in someone's path, and some will notice. And some will click because they want to see. And when they get to your blog, encourage them to know more about you and importantly, try to get them to sign-up for something you offer with an email. You are closer to booking because you can start marketing to them when they have given you their contact info.
In that one simple example, you could get lots of traction. Heck you might even plan a trip somewhere just so you can get content to write that eventual post - and that makes life richer for you as well.
I recently was searching up wedding venues in my area to build authority. I came across one with a unique water spa. It was my husband's 50th bday. I figured he could use some relaxation and I booked an overnight spa package. I took some photos, and now I have content to write about this place. Not only a blog post as a potential wedding venue because I've seen it in person, but also personally, to make me a human and a wife as well as a photographer. So I could also write it as a personal travel post on my page, and lead people to my website.
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Instead of thinking "How do I market" because the word market is a big, hairy mystery to so many, and vague, ask how you might gently place yourself in spots to be discovered? To interrupt someone's path so they look up? Again, you're not selling anything! You don't have a loud speaker shouting at them that they have to part with their money. You are showing up, producing interesting content, having interesting conversations, being of service, engaging with your community. No sleaze, no hard sell. Service, soft sell.
Think of yourself as that display that a retailer moves into an aisle. What enticing, engaging, interesting thing is on your display? Maybe you're a former teacher with some important lessons on self-regulation for kids during photo sessions. Maybe you are a former bar tender and can offer up the best cocktail for after a photo shoot (cuz parents may need it!). Maybe you are a foodie and can can chronicle your local restaurant adventures.
That book is a very interesting read! Lots of stuff that is transferable because it taps into our natural tendencies of making purchasing decisions.
Note: this blog is a re-post from an entry on my Facebook Group. Connect with me there!
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