It happened again. Some person who I do not know from somewhere where I don’t live has invited me to do something that I neither want or need. For example like their page and go to some weight loss neighboorhood event in Texas (I live in Los Angeles.) Or how about finding THE ONE when you already have him or her, the spiritual reconnection to your higher self but you feel well connected to your own faith, or that nobody guy inviting you to teach you how to become a celebrity in your genre as it happened to me today. My all time negative marketers are AT&T and Jehova’s witnesses who knock on my door right above the No Solicitors sign that I only got to keep these exact two types away from my home. My disdain for AT&T is so intense that I as an Apple everything person will not get an iPhone for the only reason that they are harassing me regularly in my home. Or how about this stupidity: a well know Photo Editor from a celebrity magazine told me that he routinely gets promotional pieces from car photographers who buy their list from Adbase. What do you think the hiring chances for that car photographer are?
It’s called Mindless Marketing.
And, it really upsets people.
Mindless Marketing comes into play every time when you are clueless as to who your clients are, where they are or hang out, what they need, and how to speak to them. If this is you, the person who sends out emails with no call to action to anyone you know, asks people to like you without giving or offering anything in return – pack up and call it day. It doesn’t work and you don’t stand a chance in this competitive environment.
In the photography business and any other business you must first understand social media and the rules of marketing. When you are in doubt, use this rule of thumb: if a certain type of action would upset you, chances are it will do the same to your potential customer – if you like a marketing action chances are that your clients will like it as well. Social Media is all about building a relationship and not mindless chatter or clutter. Even if your friends think you are a great guy or gal you still cannot just put them on your list and send them your marketing pieces hoping they will (do what exactly?)
Here are five things what you must stop doing today:
- Do not send out any more email mailers to everyone who know (including me)
- Abuse your Social Media friends on Facebook or Google+ (including me)
- Do not send out anything that doesn’t tell people who you are, why they are getting this, how they can stop getting it, and what you would like them to do
- Send out general email pieces that are vaguely addressing a need. If you are a wedding photographer don’t send out family portrait images “just in case.”
- Complain that you are not getting any feedback of any kind or are able to find new clients
Here are five things that you need to start doing today:
- Think: Who is your client? What is the customer profile of the person who is most likely to hire you?
- Categorize or segment your list. Put people in as many relevant categories that apply to your photography business
- Think: What is it that each of these groups need?
- Address a specific need of one specific group with an individualized mailing piece, or marketing action
- Ask people for permission to share special offers or important announcements with them
Your marketing efforts should be directed to people who need your services and who are most likely to hire you. If you don’t know who that is, you have a lot of work to do. Less is more. Trust me. It is better to send out 20 mailers to people whom you have identified as an actual potential client versus buying a list of 500 people that you know nothing about. It used to work when we were looking for new talent to discover and ever so often something came in the door that was just so amazing that we had to hire that photographer. But today, there is so much Mindless Marketing that most people won’t give your promotions another look especially if you are unclear about what you want from them.
What you want your clients to do is to take action on something. Before you do create your marketing piece think about what that is. Do you want them hire you, call you, request a free consultation? Whatever it is make sure you tell them. 95% of everything that I receive from photographers says NOTHING. Guess what I do with that – I delete it immediately. Have the courtesy to tell me what I am looking at and why I am looking at it.
Seriously, I hope that I drove this point home. Your potential clients want to hire you but you first must find them and cater to their need. Got it?
And while we are at it, please share your worst Mindless Marketing stories here, I’d love to hear what sends you over the edge…
Great piece & oh so true. I know a designer who specialised in hotel marketing, he’s mentioned a few times he gets calls from fashion photographers, how hard can it be to look at his website before you phone him.
I think the thing that irritates me is any email addressed to dear sir.
Beate,
I think this is the best piece you’ve written. Or maybe the timing is just perfect for me.
Thanks!
Glad you like it Michael. Always good to hear from you.
Thanks. So timely. In the process of creating marketing pieces, now will include a prompt of what action I want the potential client to take instead of including my info and where to find my work.
Ok, point taken. But I hear “you need a call to action” all the time. If I am Staples, I can offer 25% off whatever. But if I am an editorial shooter, aside from meeting with me, what am I asking them to do, and what could I offer them that they would want?
Thanks,
Adrien
Well said.
Another most common mindless marketing photographers love to do is how they keep spamming and promoting their craft in places where their customers are never on.
To be more specific, posting offers and ad posts on FB pages/forums/G+ groups/LinkedIn groups where OTHER photographers are doing the exact same thing.
It’s a huge waste of time and effort.
Regards and thanks for the article,
Dave Tong
Dear Beate,
I am a great fan of yours and really enjoy what you do for the photographic community. Today however if feel very sad and need to stand up for what I believe in. wether you choose to understand or not, I feel I must make a defense, not only for the sake of my faith but for the sake of humanity and those who are seeking understanding and purpose in this crazy world.
I am one of Jehovah`s Witnesses and I am proud to be one. Not because I think i am better than everyone but because I know that the work we do is good and has helped over 7 million people come to an accurate understanding of God`s Word the Bible.
Yes we are shunned and mocked and hated by many, but I can assure you that its usually by those who have listened to rumours or read inacurate things about us or who know absolutley nothing about what we really try to accomplish.
Firstly, we do not solicit. all the VOLUNTERY donations that people give for our literature we distribute, goes to the further printing of literature that has literally saved peoples lives, helped them cope and given many hope of a very bright future. We do not get paid for our personal time we take out of our lives to help others GENUINELY and SINCERELY learn about God`s word.
In fact its because of the American constitution that we have the freedom to do this and teach others. we are very greatfull for this freedom, in our country South Africa, too.
You have a choice and you make that choice, every time you turn or chase us away from your home, or even tell us to “F…OFF!”. we dont mind and we accept this because it is to be expected.
We strive to be law abiding citizens
to love you, our neighbor and to help in times of need or crisis
we are neutral and do not get involved in politics or take up arms against another human.
we are the ONLY successfull religion in the WORLD who have the courage to go out from door to door and OFFER our time to comfort and teach our fellow man.
many have tried to follow in our footsteps but have failed.
perhaps there are some who have had limited success, but not to he degree and scope that we have had WORLDWIDE!
We call on your door worldwide, not to be a pain or to ram our beleifs down anyones throat, but to warn our neighbours of the impending danger to their lives and their families. whether you choose to believe us or not, is up to you. But know that we GENUINELY care for our fellow man and try offer comfort and hope. its because of this that we sometimes might come accross as pushy, its purely because of our desire to help mankind and because of what we know.
Many people dont know that we were persecuted in the concentration camps along with the jews. we were refered to as “The Purple Triangles” Hitler hated us even more!
We dont blow up anyone or hurt other people to make our voices heard. we try lead quietly by example. yet we are lumped in with radical religeous groups because we closely follow the Bible and now that is even being percieved as over the top in society today. its really sad. we also know the persecution is going to get worse and we are going to be shunned and even shut out of many things because of our faith. many of our faithful brothers and sisters have died for standing up for their faith, in both world wars in countries where freedom of religion is banned and even for not taking up arms to kill another human. yet we expect it because its part of Bible prophecy.
A lot of the natural disasters that have happened in the USA and around the world in recent times, have affected Jehovahs witnesses in those communities. we have helped rebuild homes, and even some of our neighbors homes. we have help our fellow victims when no one else came to help them from their church or their community leaders. Many have had personal experience of our love to complete strangers, yet that is overlooked.
So I ask you, please find it in your heart if you can, to think twice before persecuting another religion. I dont know how much you know about us and whether what you know is accurate, but you can be assured that should you ever find yourself in a terrible situation or disaster, that if there is a Jehovahs Witness there to help, they will!
Take care
Thank you Dorian for your passionate plea on behalf of your religion. In my article I review specific examples as they apply to me (not anyone else) that I consider mindless marketing. I don’t judge any religion, sexual orientation, or other personal choice as long as it is not forced upon me. I reserve the right to make my own choices and I ask that they are respected as I respect others. Perhaps is the location of my home, perhaps it is the great neighborhood I live in, but I unfortunately have to deal with this specifically example of Jehova’s Witnesses often on a weekly basis. If there was a way to be taken off, to say it once and have my choice respected – that would be fine. I even tried to put a sign up. But – my choice is not respected. To stay with the example of marketing because that is what the article is about it means that the person who markets to someone like me risks the exact opposite of what they are trying to achieve. That is the only point I am making. Nothing else.
Best,Beate
I am just a cop, but I am a photographer to in South Africa. As both professions are very demanding and it does require one, us , we to be open minded in “our” profession and have respect for others and what they respect. But there is a but, the cop is always wrong; and the photographer always the intruder. The same with religion. If I am roman catholic or methodist, why insist my religion is wrong or I have to convert yours? As a cop with 26 years of service I have helped thousands, but some still tried to shoot me. As for your religion I have listened and read what you gave, but you must admit that you are very persistent. Most of all I still respect you and your religion and would like the same from you! Kind Regards Lambert
Dear Lambert,
I am not going to engage you about this on Beate`s site as I dont think its fair to start a religious debate on her forum. I hope you will respect that too?
I stated my case, I got a reply, its time to move on and keep this topic on photography!
In fact, Beate, If you want to take off my comments, you are more than welcome, so that this does not draw any further unneccessary attention. you have read my side and I am happy with that.
regards
Dorian
take care
Dorian
Got it, thank you Dorian
“Your marketing efforts should be directed to people who need your services and who are most likely to hire you. If you don’t know who that is, you have a lot of work to do.”
Extremely accurate.
A lot of marketing dollars (and hours) are wasted when the ideal customer isn’t known beforehand.
Awesome article
David Tong