Your business needs to be as clearly defined to your potential clients as any of
these businesses are to you and me. Everything from your web site, to your
business card and stationary, to your studio design should reflect the real image
of your business. Many photographers have a Bloomingdales look in their mar-
keting materials, but a Walmart feel in their customer service, studio, and pric-
ing. Clients that want a Bloomingdales studio are not going to be happy with
your Walmart studio, so you have wasted your time and theirs. The reverse is
also true when more upscale studios makes the mistake of presenting a modest
look in their marketing, then surprising prospective clients with high prices. In
these situations, even if the client does book a session, the chances are very
good that they will not order. On some level they will feel as though you have
tricked them—and in a relationship, you don’t deceive anyone.Don’t Try to Please Everyone.
When I hear people in the general public talk about our studio they say, “Wow,
they are expensive—but they’re good,” or “They’re expensive—and that’s
where I’m going for my senior portraits.” Of course, I also hear, “They’re just
too expensive.” Many photographers would hear comments like these, freak
out, and lower their prices. To me, hearing this lets me know that what I am
doing is working.CUSTOMER SERVICE 111Not every client has to be a good match for
your business—you just need to attract the
ones thatarea good fit.