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

5 reasons why email marketing works

Of all the content marketing tools, I’m a big advocate of email marketing. Not only is it a cost effective as part of any content strategy… it works.  Here’s why:

Image of laptop surrounded with email marketing ROI symbols 1. Customer Experience

One of the best things about email, (and automated email marketing in particular), is that it enables you to create personal experiences that speak directly to your audience. There’s power in personalization.

2. Best ROI

The ROI is impressive – and then some. According to Forrester Research “…companies that excel at lead nurturing generate 50 percent more sales ready leads at 33 percent lower cost.” What other tool can give you that kind of return?

3. Effective

Email far surpasses the social media giants where generating customers is concerned. In fact, it’s 40 times more effective than Facebook and Twitter. That’s because email is a less distracting environment for a conversation / transaction. Which is a good segue into our next point.

4. Targeted

Your audience is already engaged. They voluntarily raised their hands and asked to receive information from you (assuming they opted-in) and are potentially interested in buying from you. You can’t get more sales ready than that!

5. Traceable

Using the online email marketing tools, you can see who opened your email; when they opened it; how many times they opened it; and what links they clicked through to – indicating their individual interests. That’s pretty powerful information at your fingertips!

It’s not for everyone. It takes time and effort to build an effective email marketing strategy that’s right for your business.  Here’s a long list of email marketing tools available. We’ve tried a few and have our go-to. How about you? Please share your preferred and post your reasons for using in the comments.

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About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers. “Because we know instead of marketing your work, you’d much rather be creating it.” www.storylinepr.ca