Understanding who you are is essential to developing a successful marketing plan

Saturday mornings were the best; all of the neighborhood kids would ride their bikes up and down the street and would stop in to see what the "hot special" was for the day. The best deal I ever made was trading a set of blue handle grips for a dollar and a 45 record. I remember playing that record until the grooves wore out!

I used to take bicycle chains and horns to school to show my friends and classmates. Mondays were always good because a lot of kids received their allowance over the weekend. Sometimes I would get a special order for a banana seat or a sissy bar and would have to trade with someone else to be able to fill the order. In junior high there were a lot of guys who had so-called bike businesses, so I usually found the requested item.

There definitely wasn't much money to be made, but looking back, I learned an important marketing principal:

In order to be successful with any business, you need to understand your potential customers and then develop a strategic plan that attracts them to you. This is probably the most basic definition for the word marketing.

In the real world of business, things are a bit more difficult than they were when I was a kid, but the rules are the same. Before you can develop a marketing strategy, you need to follow certain steps.

First, realize that understanding who you are is essential to developing a successful marketing plan. The self-test you took earlier likely resulted in some self-discovery. Having an intimate understanding of what makes you tick is not only important to your business, but it is important in your life. Knowing your strengths and weaknesses, as well as what challenges and excites you, will help you to be the best you can be.

Recharge Your Personal Batteries

This is where quiet time comes in, because we all get into the 9-to-5 mentality and can become mere observers of our businesses. This outlook taxes your energy level and it doesn't allow you to focus on the real issue, which is how to make your business more profitable. Nor does it free your mind to allow the expansive thinking that separates "good" from "great."

Let's compare your studio to a car with a full tank of gas. At the beginning of a trip you feel pretty good driving down the road and looking at all the sites. You're excited and enthused about your journey and not too concerned with what lies down the road. As the miles go by, the needle starts to drop on your fuel gauge, and you start thinking about filling up. But the next gas station isn't for another hundred miles, so you continue driving. If you don't get gas soon, you will end up stranded on the side of the road! Now, would you let your gas tank get so low you run the risk of running it dry in the middle of nowhere? Likely not. So why would you allow your business to run for long periods of time without adding fuel to its tank?

The fuel for your business comes in the form of your creative juices and mental energy. No one has as much desire to make your studio succeed as you do. The challenge is in figuring out a way to look at your business from an outsider's point of view. What we would like people to think of us, and what they actually do think of us, are often vastly different. We may have the best intentions, but for whatever reasons the message doesn't come across the way we intended. We all probably have a few stories to tell.

I have a couple of friends who were in the photography business for over twenty years. They had become weary after all those years of keeping their noses to the grindstone, and they decided to close down their studio and go to work for someone else. After a while, they realized that working for someone else was not their cup of tea, and they reopened their studio. But before they did, they had plenty of opportunity to research new and different ways of photographing, selling, packaging, and just about everything related to running their businesses. This actually began to become quite enjoyable for them, and before long, they had developed a head of steam that has allowed them to totally and completely reinvent the way their studio operates. What a joy it has been to watch as their new studio has grown from the bottom up all over again, and as they have discovered new and exciting ways of conducting their business. It's almost like they are going into business for the very first time, and it's because they allowed themselves the creative freedom to brainstorm for a breakthrough!

Is this something that sounds intriguing to you? Do you have the desire to reinvent your business and replenish your creative juices? Brainstorming will give you the opportunity!

Be Objective in Analyzing Your Business

The most valuable asset you can have as a Power Marketer is an objective perspective of your business. In a sense, you need to put your entire business on a table in front of you, then stand on a chair and look down upon it. Here is a simple test you can take to help identify some objective details about your business. Grab a pen and paper and grade yourself on a scale of 1 to 10 (1 being totally unacceptable, 10 being perfect). Are you ready?

1. I am totally satisfied with my staff and feel they are doing the best they can do.

2. I feel my staff is happy and content with their jobs.

3. I have a good understanding of my customer base.

4. I am satisfied with my current suppliers and know I am getting the best possible service, quality, and price.

5. I believe my studio front, gallery, and portrait park (or any other studio area that is visible to clients) are the best they can be.

6. I am satisfied with my current level of sales and profit.

7. I have a thorough understanding of my competition and know their strengths and weaknesses.

8. I feel the products and services I offer are complete, my prices fair, and my profit margins acceptable.

9. I am confident that my ordering procedures and inventory levels are under control.

10. I am aware of my strengths and weaknesses and can list them on paper.

Now, let's see how you did. Add up the ten individual scores to see how you stack up.

90-100—Great job! You obviously are in touch with the pulse of your business. 80-89—You have a pretty good understanding of your business, but realize there is room for improvement. 70-79—Things are becoming overwhelming to you, and you are searching for answers. 60-69—Your business is getting out of control and you are probably considering joining a monastery. 59 and below—You are wondering why in the world you got into this industry in the first place.

There are no pass or fail marks, only a better understanding of your business. We need to have a starting point, and now you know where yours is. If you scored lower than you had hoped, don't get discouraged. You just have more opportunities for growth and profitability!

Making Progress

Now that you have a fair idea of your business's strengths and weaknesses, it's time to look at some of the areas in which your business can be improved, no matter your score on the previous quiz.

Understanding Your Customers. We all know that our customers are, without a doubt, our most important


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Marketing is essentially a way of asking for business. That's what makes the phone ring. Photography and design by Chatsworth Portrait Studio.

assets. Whether you are just getting started in the photography industry and have a small customer base or have worked to develop one that is extremely large, it is vital that you understand everything you can about them. The value of this information will be obvious when you sit down to plan your first Power Marketing campaign.

There is a small, owner-operated coffee shop. It is located in a tiny town and enjoys a rather lucrative business, offering a wide variety of coffees, fresh bakery items, and a pleasant atmosphere. For many years it has been the cool place to go and hang out. It is constantly packed with patrons. There must be at least ten more coffee shops within a six- or seven-block radius, but this lady's is the best.

One day, I asked the owner what it was that lured the customers into her establishment. She said, "I bet I can tell you the first name and favorite drink of 99 percent of them. I want each person to feel they are my most important customer. Everything I do is with them in mind."

Isn't that a wonderful message? No wonder people come from miles around to sit and visit. She makes them feel like gold. Unfortunately, not everyone has the pizzazz and memory this woman has, but I bet each of us could do a better job of taking care of and listening to our valued customers.

Measuring the Competition. Throughout history, wars have been won and lost by many nations and many types of people. Some wars were fought because of differences in religious beliefs; others fought over territorial dispute; and still others because of the overinflated egos of their leaders. Regardless of the reasons why people fight wars, it's a given that the winner was well aware of their opponent's strengths and weaknesses and was able to adapt their battle plan in order to effectively compete.

One of the biggest fears of any businessperson is the fear of competition, and in photography, competition is everywhere! Whether you realize it or not, though, competition is vital to the success of your business. It requires you to constantly analyze, adjust, and adapt your own business to a changing market. Those who react the most effectively are the ones who end up on top, while those who don't react at all end up in a different industry!

On the flip side, we are all charged with the responsibility to both introduce consumers to and educate them about our industry. In this respect, you are on the same team with every other photographer in your local area, state, and the country. But that's where the friendly competition ends. Beyond that, the consumer is the battlefield, and the name of the game is survival of the fittest. You are in business to generate net profits and provide for your lifestyle choices, just like your competitors.

If I asked you to list three strengths and weaknesses of your biggest competitor, would you be able to? Most of us are acutely aware of our strengths but won't admit any glaring weakness. That's human nature. In business, however, you must be able to identify the good and bad in your own enterprise, and in others' endeavors as well.

One of the easiest ways to learn about your competition is to go and visit them. Just sit down and have a cup of coffee with them, visit their studios or, better yet, make friends with them. No rule says that you can't get along with other photographers in your area. Invite some of them to your studio and maybe even exchange some helpful ideas on how to make your respective businesses better. Remember that we are all on the same team, and it is important to help each other. You don't have to give away any trade secrets—nor do they—but you may find that you can help each other out in many ways.

The goal in marketing is not to have your competitors fail, but rather to increase your chances of succeeding. If you ask most people, they will tell you marketing is a battle of products and services. In the long run, they figure, the best product will win. Not true! The only things that exist in the world of marketing are perceptions in the minds of consumers. Perception is reality. Everything else is illusion. What the customer perceives as fact is fact.

Identifying Your Hook. So, what is it that you do in your business better than anyone else? What makes you stand out from the crowd and gives the customer a reason to come to you instead of the guy down the block? What is it about your studio that is so compelling that people can't help but want to do business with you? Do you know what it is? Or are you having a little difficulty?

In the world of marketing, we refer to this message that we send to potential clients as a "hook," and it is probably one of the most important assets your business has. Great empires have been built on great messages! If you don't know what yours is, you'll need to grab a pen and paper and spend some quiet time thinking about it. It is important to mention that not everyone can have the same strengths and be best in all categories, but to maximize your position in the market, you should be tops in at least one. Which one? Well, that is up to you to decide.

Once a customer has made up their mind about something, it is nearly impossible to make them believe otherwise. If one of your biggest competitors has spent lots of time, energy, and money to promote their Super Saturday

Seventies Portraits, they probably own that category in the consumer's mind. You need to create a category for which you are known as the best.

In my studio, the slogan is, "Elegance, Simplicity, and Sophistication . . . with a little KICK!" Everything I want a prospective client to know about who I am is wrapped up in that tidy package. It communicates the fact that we do very nice, artistic work, but that we do it with a little something extra—some style, some attitude, some pizzazz! This is the message that I want to communicate to my clients about the way I do business, so everything we do from a marketing standpoint reinforces this message.

Several years ago, I had a wedding client who suggested to me that we get a photo of all the groomsmen jumping off a forty-foot cliff into Lake Coeur d'Alene in Northern Idaho. Well, in North Idaho in June, the water temperature is still pretty chilly, but being the kind of guy I am, I whole-heartedly supported the idea. After the wedding was over and the reception was in full swing, the entire wedding party and about half of the guests got into their cars and headed down to the lake. One of the only people who wasn't allowed to come with us was the groom. By this time, he was a husband, and he wasn't allowed to go play with the boys. His wife told him he needed to stay at the reception so he could meet the rest of her family, who had traveled many miles to come to the wedding.



Tap Directly Into Your Creative Mind... And Easily Access YOUR Million-Dollar Ideas Ideas are the lifeblood of success... and the best ideas originate with brainstorming. Brainstorming can help you successfully fix any problem, build any business, generate any plan, or develop any story. But the problem is that most people have no clue how to effectively brainstorm - either by themselves or with groups. You can waste a lot of time coming up with old, boring ideas that won't work... and the whole time you actually believe that you are brainstorming.

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