HAPPY NEW YEAR !
Now that that's out of the way lets get back to work. Start as we mean to go on because before you know it the Christmas ads will be back on and you'll be wondering where the year went and why your 'To Do' list is still two pages long !
So to kick things off I have put together some packages for my photography business. This achieves two things -
It helps me define my own Brand Identity and it position me within the market place.
This is something that I have been thinking about over Christmas. I asked myself -
What kind of photographer am I ?
What is my style?
How much do I need to make to cover expenses ?
What does the local market charge ?
A lot of people make the mistake of undercutting the competition and so becoming known as the 'Cheap Guy' who most probably is not making his fortune just yet. In fact he will probably go out of business because to pay the bills he will have to get a day job which will then prevent him from committing any time to his photography.
When you do your research in to your local competition look at how long they have been in business and whether they work from home or have a separate business address. Then look at what they charge for specific services.
If someone charges £180.00 to £220.00 for a days shoot it is because that is what they need to charge to keep themselves in business ! More importantly they have clients willing to pay that amount !
Look for at least five local competitors and look at their rates. Most of them will be fairly close to each other, with at least one exception who will either be way out of your league or too cheap to be doing this full time.
The simple maths of it are that the average of these rival rates is what your local market currently supports. So why would you price yourself out of it ? Too cheap and people will ignore you (waste of their money) Too expensive and people will still ignore you (You're not competitive enough or just plain egotistical).
You need to get into the game so price yourself accordingly. Position yourself -
within the marketplace
not outside of it !
Immediately you are making yourself comparable to the successful photographers in your area the difference of course will be what makes you stand out. Your Unique Selling Point.
This is where you have to sell yourself and what you have to offer. This is the reason that clients will come to you and not the competition. Not how cheap you are but how good the services are that you offer !
So start the new year off right and reassess your place in the market place and reposition yourself in a more realistic position and then work damned hard at justifying it !
More t.k.
