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Your Unique Selling Point As A Photographer
You have beautiful cameras and lenses, you’ve reached a point where you can create images that you are proud of, and you receive excellent feedback from your clients and acquaintances when they view your work.

But how do any of those things set you apart from the hundreds or thousands of other photographers in your region?

Have you defined the USPs – the Unique Selling Points – that will point the way as you successfully market your own professional photography business?

The classic example of finding a niche and meeting it that is often quoted in marketing stories is that of Dominoes Pizza – founded by two brothers from Michigan in 1960. 

Fresh, hot pizza delivered in 30 minutes or less. Guaranteed. 

That idea was unheard of back then – but by embracing their USP, they moved onward to stratospheric success.

Here are the essentials that you need to consider as you formulate your own USP. Take your time, know that it may not come to you the first time that you sit down to think about a marketing strategy for photography, but be persistent until you create an idea that is genuinely your own.

What makes your photography or photographic services different from the competition? 

Formulate a what-if set of values and statements to counter the idea that anyone with a decent digital-SLR camera can do the same thing for free that you are asking to be paid for.

Find an individual ‘opportunity gap’ to fill – a place or position where you can offer something that no one else has thought of or is offering.
FINDING and CLARIFYING your Photography Business’s USP
1. What is the one thing that people value most in their lives?
TIME!

People value their time to such an extent that time not spent on lengthy processes or decisions makes them regard you more highly if you are able to save them some time.

So how are you going to either build your photography business or grow it? Why not find ways to latch onto the idea of saving time for your clients.
2. What do your current and past clients think of your services or of you as a business owner?
ASK THEM!

People love to be asked for their opinion. Tell them that you are thinking of growing your business and you need honest answers and opinions about where you are succeeding, what they value about your services, and what suggestions they might have for changes that you could make.

Customers are just people who happen to have spent money on your photographic services. Simply ASK them for ideas and then sit back and listen to the variety of viewpoints that you may never have considered before.

Decide which of the points are appropriate to embrace and then include at least 2 of those newly highlighted benefits in the USP for marketing your photography business.
3. But what about businesses that offer a guarantee?
GO BOLD!

If you plan to offer a guarantee, make sure that it is something that you KNOW you can achieve. Consider offering:
  •  A quick (but achievable!) turnaround time.
  •  An extra bonus item for payment in full at the time of the order.
  •  A unique setting, backdrop, set-up, or creative mode of printing that no one else is offering locally.
  •  The ability to quickly and easily order from the comfort of the client’s own home instead of making an appointment to view proofs or prints.
4. How can you make people remember you? 
CREATE A MEMORABLE SLOGAN! 

What creates brand loyalty? Part of it is the goods or services that are offered, part of it is reliability, part of it is offering those previously named things at a good price, and part of it is being MEMORABLE – and that usually means that you need to create a catchy slogan. 

Think of the products that immediately come into your mind if someone mentions a food item, a shampoo, a brand of detergent, or a tech company. They all have memorable slogans that endure in your mind long after that particular advertising campaign has ended. 

Create your own memorable slogan and use it every single day – again and again – in conversations, in emails, and on every single piece of your advertising. 

Creating that individual USP for your photography business may take a bit of time, but it will certainly be worth it when you see your customer base increase, your profits increase, and your standing in the business community become elevated. 

Take the time to do it – then watch the results! 

About Andrea Polito

Andrea Polito is an internationally acclaimed master-lifestyle photographer sought after by thousands of individuals. After 13 years in the high-end wedding industry and having photographed more than 600 weddings, Andrea has been focusing her time helping photographers to grow their own businesses to Six Figures and Beyond.
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