TheGE
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 p.2 #15 · Wedding Photography Boot Camp on CreativeLive now. | |
joelconner wrote:
Would love to know where you think he is missing it
Well, among other things, his sales consult (on the e-session I saw) totally overlooked the couples' wants; he's mistaking tactics for strategies; he's crediting factors that actually aren't the factors to his success while totally overlooking the actual contributing factors to why something works, and I can go on and on and it's too involved to detail all this out in a post.
I'll give one example. He says his email response to inquiries gets a one out of ten response. 9 out of ten inquiries aren't calling back.
But did you see the email he sends? It starts off touting how he's an award winning photographer (instead of directing itself to the prospect), focuses on price (starting at $4499, which by the way, if you're going to come off as somewhat high end, drop the 9.99 pricing tactic, that's a low end tactic so he's not congruent with his brand); confuses (it says, "Please let us know which option works for you" BUT it doesn't offer any options for the recipient to choose from. And if you confuse the recipients they're more prone to not do anything at all - that alone may be a key reason why his response rate's so bad); he refers to capturing stills as "snapshots" though he wants to promote himself as doing "art work" (again not being congruent with his brand); and then he goes on to try and sell them on video. The email should only be focused on one thing, and that one thing is to get them to make an appointment and not over stretch trying to sell them on more stuff before they've even committed to making the appt. Then on top of it all, there aren't any compelling hooks to prompt a call. So in my professional experience, this all contributes to why his response rate on interested inquiries is so low.
Okay, so after having said all this, the take away is there are a few things he's doing right, whether he gives the correct reason for it or not. And those few things hit big major points that obviously overcome his errors. That's what I'm finding interesting about this. It means you can do most things blindly, but do some key things right, and you too can overcome the mistakes you're making.
Of course that also means if you didn't make those mistakes, well, that would just be better all around. I'm tempted to write him about that. For example, if he improved his email response a bit, getting two out of ten to respond instead of one out of ten, then he'd *double* his results instantly, without increasing his expenses whatsoever, getting to his goals that much faster, wouldn't he?
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