Understanding how to better connect with your clients is critical to the sustained success of your photography business and bridging the value-gap is an important piece of the jigsaw. 

This is part one in a series of posts that will discuss exactly how you can do this. In this first part, we will look at why clients ask for digital files.

Before we look at ways to combat the "digital only dilemma", let's analyse why consumers might be asking the question in the first place.

In my analysis, I tried to remain objective, and some of what I suggest might initially hurt some people but I strongly believe that as an industry we need to wake up and smell the coffee - quickly.

I believe that we as vendors have got it wrong, that established photographers have got it wrong, that our associations have got it wrong and, that many of those teaching photography have got it wrong.

Many of us collectively fail to understand what the consumer is actually saying when they ask “What do you charge for just digitals?"

What they are actually asking is “Can I buy the digitals too?”

​Why does the consumer want the digital files?
We live in the Digital Age. Most consumers nowadays use social media in some form or another. While they may still want to buy Folio Boxes, Wall Art, Albums and Prints from you, they also want a copy of the digital files to share on their timelines, or to show friends and family when they meet for coffee. Some people also want them for safekeeping in case anything ever happens their prints or indeed the photographer who created them.

In summary:

1. They want to share it on their social
2. They want to show them to family and friends
3. They want it for "safekeeping"

Why do we not actually hear what they are saying?

It's because we have been conditioned to see ‘Danger’ when the consumer asks for "Digitals Only". 

The biological human reaction when we anticipate ‘Danger’ is for our adrenaline to start rushing, which causes us to make irrational decisions around whether we ‘fight’ or ‘flee’ instead of trying to truly understand the question, and why our prospective client is asking it.

Let’s try to change our mindset as an industry from one of ‘Danger, Danger, Danger’ to one of ‘Opportunity, Opportunity, Opportunity’, not just to survive, but to prosper.

So how can you turn the desire for digital files from the consumer into an opportunity for your photography business?

Find out in the next post... stay tuned...

P.S. Make to join our free 3XM Insiders Facebook Group here for more fantastic content. 

It can be tricky to keep up with the evolution of the modern consumer and to keep an open mind about how you should adapt your business to the ever changing landscape, especially with the speed at which technology is changing. More photographs are being taken than ever before due to the fact that everyone now has a camera in their pocket. So what does that mean for professional photographers like you?

Well for a start, we know that most consumers want a digital copy of their photos. It has become the norm. And we're glad to see that many photographers have embraced that change rather than shying away from it, but does that mean professional photography has to become a digital only service? 

Absolutely not.
​

Hi all, welcome back to the 3XM blog.
 
Today we’ll be looking at ways for the modern photographer to stay productive while working from home.
 
We’ve got a whole range of marketing tips in our previous posts, you can check them out here: Learn how to market to millennials, how to start a photography blog and different types of social media for photographers! 
 
So, onto today’s topic!
 
It’s something nearly all photographers will have to deal with at some stage – working from home.
 
There are times when you just need to get in the zone and get things done and a home office can be the perfect place to do so – provided you’ve taken the right steps!
 
So, we’re here to help, we’ve thrown together 5 easy steps you can take to ensure you’re always productive when working from your home office. 

Black Friday has long been an American tradition but it has seen a huge surge of popularity in Europe over the last number of years. Retailers and businesses everywhere are jumping on the opportunity to drum up more business and as a photographer, you can take advantage of the opportunity too.

Here are a few marketing tips for Black Friday:

1. Contact Existing or Past Clients

a. New shoots from old clients

Reach out to past clients and encourage them back for another shoot. You may want to offer them some sort of discount or other incentive to whet their appetite.

b. Create More Sales from Past Sessions

It’s a great time to get in touch with previous clients whose sessions are well and truly finished and the sale already made. It’s a good opportunity to get another sale by offering them a discount on additional prints. You might also consider offering them digital files if you feel they’ve well and truly maxed out their print and product sale, especially if you don’t usually offer them. Just make sure you sell them at an appropriate price! Remember, if the client has finished their order and is unlikely to purchase anything else in print from that session, it’s the right time to offer them the digital files. After all, you won’t be making any money from them but your clients may very well be willing to pay for them now.

Simply send out an email, a cute card in the post, drop them a text or Messenger, or maybe even pick up the phone. The thing is, if you don’t ask, you won’t get and you’ll be surprised with how many say yes!


2. Attract New Clients
If January and February tend to be quiet times of the year for you and you want to give your booking diary a boost, offer a Black Friday discount off all photoshoots booked for Jan/Feb. It’s a great way to get a few extra dates in the book in an otherwise slow period.


3. Shout about it on Social Media!
Get active on social media and make sure you promote your offer(s) to the right audience using Facebook’s targeting feature. If you have a database of past customers, upload them and create a custom audience. That way you can target them with the right advert and message. 

If you’re looking for new clients, create a Facebook lookalike audience from your existing customers (you’ll need a minimum of 100) and target them with an offer. Don’t forget to put a bit of budget behind your ads to maximise your reach – organic reach just doesn’t cut it any more unless you can magic up a brilliant video that’s destined to go viral!

Don’t forget to ensure you have your Facebook pixel in place too so you can re-target people who saw or interacted with your Black Friday promos. The more they see you, the more likely they are to take action.

So get your plan together and take advantage of one of the biggest sale days in the year! 



For more tips and tricks, join our Facebook group, 3XM Insiders

Are you a digital only photographer or do you sell printed products too?
We’ve got the lowdown on why you should be selling both, how it can benefit both you and your client and the best way to go about it.

Living in a digital age
It's true that we are living in a digital age and have been for some time now. The first digital camera was invented in 1975 by Steven Sasson of Eastman Kodak and the first camera phone was released in 2000. Since then, the rapid advancements in technology have meant that practically everyone has a very decent camera in their pockets by way of their smartphone. They're getting better and better all the time too and there are more and more photos being taken year on year. In fact, there were 1.2 trillion digital photos taken in 2017 and this is growing by 9% year on year.

The digital trap
So yes, more and more people are taking more and more photos, but they’re almost throwaway moments – proof that you were there, with them, or did that. In other words, they’re not special. As a photographer, it’s up to you to elevate your brand and sell your artistic flair and technical expertise for those special moments in people’s lives. You are an image maker and an artist so don’t get lost in the sea of “faux-tographers” and become a culprit of selling digital files for half nothing. There is value in what you do and it doesn’t matter if it’s a digital file or a physical print that you sell at the end of the process - the same amount of work and effort has gone into creating that image so NEVER undersell it’s value. Just because it isn’t tangible doesn’t mean it isn’t valuable.

The Digital Resistance
Digitals have been a contentious issue for many years now in the world of professional photography. Many have openly embraced it and have tailored their business offerings around it. Others have resisted them with fervent ardour while some have just buried their nose behind the lens and pretended it wasn't happening. Perhaps they were hoping they'd just go away? Who knows! But the real truth is, they're not going anywhere. So, what does that mean for you as a photographer? Well, to put it simply: Resistance is FUTILE (my inner nerd has been revealed! 🤣)

The perception of value
Well, we know that people want digitals and expect digitals. I’ve heard of many a client walking away because the photographer has told them they “don’t do digitals”. But if you’re running a business, you’ve got to listen to what your clients want. I’m not saying you always have to give them EXACTLY what they want but it should be a very very rare occasion that would require and outright “NO”.

The problem that has arisen around digitals is their perceived value. There is a perception among people that digitals are less valuable because there is nothing tangible. There is no visible “cost”. However, as we’ve said previously, photography is a service industry. What you’re actually charging for is your expertise, your artistic and technical talent in taking a high quality photo and the experience you are giving your clients. The same amount of time and effort goes into taking and editing those photos regardless of whether its a digital file or a physical print and that is what you should ultimately be charging for.

Digital photos have become so commonplace that people tend to attach very little value to them. After all, how many photos does the average person have on their smartphone?  But that doesn’t mean they don’t want them. What it means is that they're basically just a given in the minds of today's marketing generations. They expect a digital file and they have an almost obsessive need to share them on social media at a moments notice.

It’s also a peace of mind thing. Photos can get lost or damaged and once gone they are gone forever. A digital copy feels like a safety blanket so if something happens to their photo, the memory isn’t lost for good. That’s why people want digital files. It’s nothing personal! But it does mean that educating your client is key. You need to show them the value and beauty of a printed product but to also satisfy their needs by combining that print with the digital copy. That way, they have the best of both worlds and everybody wins!

What does that mean for you as a photographer?
People want digital files so you should be giving them what they want. If you decide that you’re happy to continue offering digital only packages, you can still deliver them in a truly beautiful way. You don't have to resort to emailing a dropbox link. There's nothing sexy about that! Presentation is important - it's part of your brand after all. Our USB presentation products have been designed to impress. They're beautiful, they're branded, they're special and they’re tangible, and your clients will appreciate the value of that.

Ok, I get it. Digitals are good. Why would I bother with prints then?
Here’s where it gets really interesting. It has been proven that as humans, we feel a deeper connection to a printed product versus an image shown to us on screen. When we feel, touch and interact with a print, emotions are evoked and memories are revived. Without prints, families risk losing memories and events will be forgotten. That’s what makes photography so special - you’re capturing a moment in time and preserving a piece of history. It’s your job to make sure your clients never forget and you can do that by giving them something in print that they can treasure forever. It's also about creating a legacy product that can be passed down through the generations. It's a little bit of history. People value a tangible product FAR more than a digital file and that’s where you can really make your money.

Sell it in print
The truth of the matter is, people love to see their images in print. The moment they pick up that photo and hold it in their hands there is an instant connection. They won’t want to put it down or leave it behind. This is why a print viewing process works so well for portrait photographers in particular.

Wedding photographers tend to sell their packages upfront but that doesn't mean a print viewing won't work for your wedding clients. Once again, it's about creating that special experience. Imagine inviting the couple back when they've returned from their honeymoon, greeting them with a drink and sitting them down to watch a beautiful slideshow or video of their special day. Then present them with a box of beautiful matted prints and let them save their online gallery to their phones. Leaving on the day with a beautiful set of prints with the digitals included and an gallery for sharing in their back pocket is the pinnacle of satisfying their need for instant gratification. I guarantee it will knock their socks off and you'll be the talk of the town. Creating a really special experience for your clients is so important because word travels fast. 

If you want to learn more about a print viewing and the psychology behind why it's so effective,  you can download our free e-book here

The best of both worlds
The most successful photographers are in tune with what their clients want. They always sell in print but for every print their client purchases, they also include a high resolution digital file of that image. That’s why we’ve designed our folio boxes – so you can give your client the best of both worlds in one neat and very beautiful package. You can still sell for the wall too so it's not like you have to replace one with the other. It's about maximising your sales opportunity.

What about online galleries? Surely a USB is good enough?
If you’re a clever photographer you’ll give your client both and here’s why:

1. As we’ve said – your client has a built in need to share. Giving them an online gallery makes it super quick and easy for them to do that and they can access their photos on multiple devices too. Yet another box ticked!
2. Referrals – when your client shares your photos on social media, your details go with it so it's a fantastic way to drive referral business your way. Your work will be visible to people who are just like your client – your very own custom audience! And the best bit is, your client will do all the work for you, you just have to sit back and let it happen.

Why are referrals so important?
Referrals are vital for any business. In fact, good referrals are the fastest way to grow your business. 65% of new business comes from referrals and referral marketing programs are among the least expensive marketing strategies. Did you know that people who were referred by a friend are 4 times more likely to buy? Not only that but they also spend on average 13.2% more than regular customers. You can’t and shouldn’t ignore the opportunity for referrals ... drive them in and watch your business grow!

Do you consider yourself a picture taker? Or an image maker? How about a memory maker? Or would you consider yourself a business person? 
 
On our travels around the world interacting with thousands of photographers each year we consistently hear the same things, over and over… “How much should I charge for this product?” 

The reality is that this is an impossible question to answer unless we know a lot of information about your business. But the good news is we’ve designed a brand new eBook “The Art of Pricing” which will help you design the perfect price list, packages or collections to suit you and your business needs. Throughout the book you’ll learn about pricing principles, how to calculate average order values and how to present pricing information to clients. 

Ultimately, we want to help you in your business so you can focus on being the artist and doing the job you love, successfully for many years to come. 

The accompanying webinar to this eBook will give you the opportunity to learn more and ask any questions you might have. 

Follow this link to download our free eBook on The Art of Pricing.

​It’s the 2nd of February. A walk around any shopping centre, card shop or grocery store will have you seeing lots of red & love hearts.
 
The 14th of February is the international hallmark holiday also known as Valentine’s Day. Gimmicky and cheesy? Perhaps. But like it or loathe it, this is a day where many couples celebrate their love for each other.
 
Have you thought about how you might use this day to trigger new business? We’ve listed some quick-win ideas below that you can implement straight away to help get bookings between now and then. 

Hi, and welcome back to the 3XM Blog, this time we’ll be looking at new ways to promote your photography business through the use of social media sites.

Social media marketing is as always on the rise and a common questions we receive is ‘what social media should I use?’
 
Now, for anyone who’s familiar with 3XM you’ll know that our own Jenny Johnston is the Facebook advertising guru!

So we in this post we’ll be skipping the more traditional social media of Facebook and Instagram and focusing on some other avenues you can take. 

We’ll be looking at some sites that you should add to your social media strategy.

Ok, so let’s get started. First up is the rabbit hole of Reddit!

So it’s that time of year again. Halloween is nothing but a distant memory and Christmas is very much on the horizon. But, before we starting hanging wreaths and singing carols we have to deal with Black Friday!
 
Black Friday has long been an American tradition but it’s been steadily growing in popularity in Europe over the last few years. So, this week expect to see every major retailer advertising Black Friday specials. But, you don’t have to be major to take part. Black Friday is a seller’s paradise and is the perfect time to grow your small business.

Hi! We’ve got a nice short post for you guys today.
 
By now you should have seen that we recently launched our brand new loyalty programme, 3XM Rewards.
 
We’re really excited about this new venture. We love our customers so we’re always happy to give them something back!
 
When we started to think about our rewards programme it got us thinking about customer loyalty and customer attention.
 
Just how do you keep customer’s coming back time and time again?

In this post we’ll take a quick look at the different ways you can approach customer retention. We’ll explore the ideas of loyalty programmes and referrals.  
 
So, all of this can be placed in the category of the Post Sales Process. Let’s get started with this.