It’s the art, not the photographer.

Time and time again, I tell customers to make their online presence client focused rather than self promotional. I’ve lost count how many times I’ve seen this online:

“…is an award winning professional photographer with a masters in fine art who’s passion is…”

This is great for an ‘about’  page on a website, but that’s where this kind of content should end. Content like this sends the message that the art is all about you, the  photographer, and not about the client. There is a simple way to establish your credibility and market your brand.

Understand your audience.

Know what need your clients want to have fulfilled and tell them how you can satisfy it. Many years ago, a mentor once told me: “People don’t buy products. They buy experiences.” More pointed – they buy the emotional connection behind the experience. He was bang on. Throughout my entire career, from marketing cars and IT services, to donations and memberships, it all comes down to this fundamental principal: Selling the experience will resonate with your audience better than a pitch about product features.

The hard-hitting truth.

When it comes to your photography, people aren’t buying you, the photographer, (or even your photos for that matter), they’re buying the benefits they get from your photos. The emotion evoked and the need satisfaction met. Keep in mind that different market segments will have different expectations, so be sure to promote your photography business accordingly. The photographer behind the work will sell itself.


About the Author
Deanna White is owner and publicist for storylinePR, representing Ottawa’s most talented fine art photographers who are looking to create and perfect their work, while we stay keenly focused on the marketing side of their business.   www.storylinepr.ca

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