What do you do when somebody calls you on the phone - or e-mails you - and asks you to send them some information about your photography services?
If you're like many photographers, the first thing you do is... panic!
This is silly. After all, you're a professional photographer... and you should want people to call you. You should want people to ask for more information about your photography services.
Because building a successful photography business is more about connecting with people than it is about taking quality photographs. So whether people inquire by phone, by e-mail, or in person... it's important that you have a streamlined, professional-looking "welcome package" you can quickly mail out to them.
What should you have in this welcome package? Well, here's an example of a package I'm currently putting together for Tess (not her real name), one of my coaching clients who specializes in infant & baby photography.
When Tess receives a request for more information about her photography services, she will immediately send that person an overnight Federal Express package containing the following items:
1. A 4-page sales letter that explains who Tess is, what she offers... and a bit more about everything that's included in the package.
2. A handwritten sticky note attached to the front of the sales letter - showing the client that Tess is an actual person, and isn't just sending out cold, impersonal packages to everybody who asks.
3. A color brochure that includes a biography about herself, several of her very best pictures, and a strong call to action.
4. A stack of business cards wrapped inside a short note explaining how Tess will give them a $50-off coupon (for a portrait, an album, etc.) for every person they refer to her business.
5. A time-sensitive coupon for 25% off of any baby portrait - and this coupon is transferable, so the prospective client can give it to somebody else if they don't use it.
6. An application to join her Birthday Club - an ongoing "club" where Tess will take pictures of a baby every year from age 1-18.
7. A magnetized version of her business card - so the client can keep Tess' name on their refrigerator. This will allow both her phone number and website information to be prominently displayed.
8. A pad of Post-It Notes with Tess' phone number and website information.
9. A DVD slide show (set to music) of some of Tess' best baby portraits.
10. An 8-page booklet explaining how parents can take good snapshots of their kids.
Now, all this might sound overly ambitious and expensive... but the care you take in assembling this package will make it clear to your clients that you are serious... that you are professional... and that you are really, really talented.
Taking the time and expense of sending it overnight mail proves that you are eager to have them as a client.
And all of this will translate into... more sales!
The beauty of a system like this is that most of the work is done on the front end. Once you've compiled all your materials... it is extremely easy to actually mail the completed package out to a prospective client.
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