The "not-so-hidden" secret of a service-based business

Issue #28

[Read Time < 5 Minutes]

I was reading a newsletter from a legendary copywriter this week.

He told a story that I couldn't help but translate into the world of a wedding photographer or any service-based business, for that matter.

His story is about a mentor of his who revealed a secret when he was struggling to build his business. Here's a mildly edited version with the part about Copywriting replaced with Wedding Photography.

"I call it a ‘secret’ because it's precisely that.

Most service providers truly don't know or understand this simple fact.

And many of those who do know the secret ignore it, because it clashes with their view of the way the world should work.

But I'm not interested in the way the world should work. I'm interested in the way it does work.

And the way the world works ... at least when it comes to the way people buy services...is the harsh reality that this principle reveals.

Within a year of discovering this secret, sales of my Wedding Photography services more than doubled ... and within two years, were more than triple my first year's earnings.

Here's the secret he told me that day, decades ago:

'It's all well and good that you provide clients with quality service. But so do a lot of your competitors.'

'The fact is this: those who make the most money selling their services in any field are not necessarily the best at their profession or craft...they are the best at marketing and selling their services to others.'

What this means to you is that it's not enough to be good or even great at what you do."

I hope you can see how powerful this one point is and how level the playing field becomes when you accept embrace it.

Photography is not unlike other creative endeavors. Painters, writers, musicians and artists of every kind, in every medium since the beginning of history have competed for their share of recognition and fame in their creative space.

I can easily imagine Neanderthals fighting over who created the best cave drawings.

But the very moment art and artistry became revered, they also became valued and thusly, something to profit from. I think you understand the history lesson, so let's talk about what this means to you.

You may be a brilliant photographer, or you may be amazingly average.

It does not matter.

What matters is how you position and market your wedding photography to your prospective brides.

Now, for the photographic purists, this statement may sound blasphemous. "Of course, only best photographers command the best rates!" And to that, I say respectfully,

“Well, that depends on what you consider is The Best.”

Have you ever seen a priceless painting that you hate? I have. I've also seen some terrible photography regarded as brilliant. So who's right?

The person PAYING for the work is right.

You've heard the line, beauty is in the eye of the beholder, right? I agree, but I also think value is in the eye of the buyer. That doesn’t sound as sexy as the first part, does it?

People buy with emotion and justify their purchase with logic.

Value is a mixture of both emotion and logic - ask anyone who pays six figures for a car why they paid that much, and you'll see.

This is a very important thing to recognize when you are selling your work. Another equally important thing is to ask yourself, "How can my wedding photography be positioned uniquely so I have no competition?"

That’s a very big ask and not an easy one to answer.

If you’re pretty good and your price is below the market average, you’ll book brides.

I consider this to be a middle of the road approach. You may not get rich and you may not make enough to become a full-time wedding photographer, but you’ll book brides and make some money.

You may call this a side-hustle if you want, but it’s not the premium approach.

You know you’re not the best photographer, and you never claimed to be. You’re also not the most expensive photographer. Because of THAT you will get clients who are (more than likely) shopping on price first and quality second. They’re value-shopping.

And as Jerry Seinfeld would say, “Not that there’s anything wrong with that.”

Your challenge is now two-fold - #1 How you position your work and your services to match the lifestyle you want for your business? That’s a question you need to answer yourself.

I recommend starting with your COGS, factoring your desired profit, and dividing by the number of weddings you want to shoot in a year. That’s basic business stuff though.

And #2 (your earlier and tougher question) How can you position your work so you have no competition?

202 words later and it’s still not an easy question to answer.

Remember that modified quote from above? There’s your answer.

The power of marketing…and marketing well will put you apart from your competition, IF you have “the goods.”

You want to be a great photographer who commands top prices in your market?

You need to walk the walk the walk (as in BE a great photographer) and you need to talk the talk (as in position your work as a premium product).

Your marketing will help you talk the talk.

I know the purists hate to hear that. You’ve heard of “starving artists?” Those are the ones who refused to embrace marketing in the sales process.

That does NOT have to be you. You CAN have profit in your passion.

Feeling a bit forlorn right now because you love photography and hate sales?

Try reading Start with Why by Simon Sinek. It’ll get you started on the right foot.

Want more? Sign up for this epic newsletter for free and get targeted, educating and motivating information on how to become a professional wedding photographer.

Here’s the link and yes, it may look familiar INSIDE WEDDING PHOTOGRAPHY

“Those who make the most money in any field, industry, or profession are not necessarily those who have the most knowledge, are most experienced in their craft, or sell the highest quality service.

No, those who make the most money, charge the top fees, and are constantly in demand are those who are best at selling and marketing themselves!”

– Jack Forde

Marketing and selling are just a couple parts of the "inner game of wedding photography. THIS is what I write about each week in this newsletter.

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If you're interested in becoming a wedding photographer but don't know where to start, I can help.

Shoot me an email at [email protected]

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