Hi friends! I have an interesting topic for you today.
How to sell anything. Products, services, yourself and your own brand. Your grandma’s homemade cookies.
I bring up this topic today, because my little sister is running her own photography business. She takes senior portraits, so her main audience comprises of juniors and seniors in high school. She’s talented, and I have told her time and time again that she undersells herself, but the fact is that her main audience doesn’t have a lot of money. Unless they beg their parents for it.
That’s her on the right. Can you tell we’re related?
Tonight she came to me, asking what kind of slogan would be good to add to her cover photo.
First, she wondered whether she should add something about her prices being very reasonable. I said no.
Second, she suggested that she say something like: “Looking to get some portraits taken? Look no further…” I said DEFINITELY not.
Why did I say no to the first? Prices don’t sell. You can make your prices as low or as high as you want, but that won’t make someone decide to employ your services unless they have something to connect to. It won’t be the spark that compels someone to absolutely-omg-I-have-to-buy-that.
And to the second? Because that’s begging to be rejected. That’s like saying, “Hi, please don’t hire me, ever.”
People don’t buy what you do, they buy why you do it. Work with people who believe what you believe. And what her audience will respond to is why she loves taking portraits.
My suggestion to her, was something like this: “Portraits capture life. Capture joy. Take that spark and run with it.”
Simple. Direct. Inspirational. Makes you want to get your pictures taken because dang, that’s exciting.
Am I right?
People respond to why. Not how cheap you made your services. Not how fast you can make x, y, or z. But why you do it. What makes you tick. What you believe in.
And what she believes in, is capturing joy.
Instead of advertising your prices or your business, advertise why. Advertise your values. Your beliefs. Your love, joy, and excitement, and your audience will come to you.
Lead with purpose, and make it yours. xo