Power Corner

Besides being a dynamic writer and speaker, Doug Box is also a man who enjoys life to the fullest! This interview was done on a sunny day in Canada, sitting outdoors with a cold drink in hand, resulting in an interview with a relaxed, informal tone. His laughter is contagious, and spending too much time with him can put a permanent smile on your face. His vigor for life and for sharing his techniques with other photographers has made him one of the most sought-after instructors across the country.

The originator of the revolutionary concept of "prime time" and "minimum orders," he is a pioneer of marketing in the age of digital imaging. For years, Doug has been inspiring photographers of all levels to go beyond the normal and create a more successful and creative business. He is the publisher of the Photographic Success newsletter and has written several books, including Professional Secrets of Wedding Photography, Professional Secrets for Photographing Children, and Professional Secrets of Natural Light Portrait Photography, all from Amherst Media®.

For more information on Doug's seminars and educational materials, visit www.simplyselling.com.

that's okay, if you feel it rejuvenates you. I can't argue with that. Maybe at some point more photographers will be better able to delegate things. Of course, with any business, being able to delegate so that you don't have to do every single thing, whether it's digital or film, is the end goal.

What's your marketing philosophy in a nutshell?

For me, it's a referral business. I've been studying this and I've realized that there's a great difference between a word-of-mouth business and a referral-based business. In a referral-based business, we have systems in place to do things—to get referrals and to thank people for their business, for instance.

Our business is built on referrals. We talk about it with our clients ahead of time, telling them that I can only earn new referrals if, at the end of the whole process, they still like and trust me, and I have delivered above and beyond their expectations. I ask them, "If I do all of those things, will you send me your friends and family?" and then I just wait for a response.

Saying this to the client is almost like raising your hand and promising those things. I'm saying to them, if I fill my end of the bargain, I expect that you'll do your part too. And they all say, "Oh, sure. . . . in fact, I've already told two people about you." That's typical.

Mitche: What do you feel is the biggest challenge that faces our industry in the future?

Doug: To me, it's charging for your time. Photographers are notorious for undervaluing their time, and they tend to give it away or do extra things just because they want to. Down the road, I see that being the biggest problem with going digital. Of course, photographers are going to get better with the equipment and the software, but they're still going to have that opportunity to do a lot of things. As long as they charge for their time, they'll be okay; if they start giving it away, it's going to just kill them.

It's almost like the digital revolution is the core problem, but one of the side problems that develops is that you spend too much time in front of your monitor. And

0 0

Post a comment