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.