What is Brand Loyalty? In todays SHARE society it is the most important thing you have. Your Network is your Networth [Tim Ferriss]
What makes your clients come back to you? Have you asked any of them? How do you create a client for life?
Maybe the people we need to ask is the client. The one that pays – Books. Finds you even after 10 years even when you didn’t once market to them
(THE BIGGEST CRIME OF THEM ALL) Not creating Marketing and Connection to the people that liked you and paid you already.
This is the most neglected of all clients in most studios. Your already existing client.
In 2000 I shot Image one. Sally found me at the local gym I was doing a marketing promotion giving away Complimentary shoots. Total Sale $1800 folio
She also sent me 4 Girlfriends within the next month, all of them spent between $1800 – $2500 each. That sort of referral is priceless
In 2004 She got Married. She called ME flew me to Australia to Photograph her wedding. Total Sale $4000 plus flights and Accommodation.
She found me on Facebook in 2010 in Sydney and stayed a friend on my page. Then called me in Seattle in 2013 and flew up for another shoot she moved to San Fran.
Total Sale $3300 for which I did for Half Price because she is not only Loyal she is advertising me on her FB page. Referring me to friends and making my business successful.
When you meet a client do you think. I hope they spend this much? Do you think I want to Shoot you and sell you a folio or do you think
I want to be YOUR photographer over and over again.
If you shoot a Maternity shoot you want the Newborn shoot. Then you want to shoot that baby every year for the next 5 years. To document a little life like that would a gift.
Are you creating this opportunity? are you making this marketing?
If you book a wedding you want an Engagement shoot you can also book a Bachelorette party Glam shoot. Maybe also book the Family shoot while they are all in the same place for the week.
Then the wedding then even Trash or Glam the dress. Then the Maternity and so on and so on
If you shoot a family you want that opportunity every year for the next ten years. Imagine selling a folio package that gives a family 10 portraits over ten years that they pay as they go.
My pitch is this. I want to show you how beautiful you are, I want to photograph you every year of your life. So as you grow and age and change you can
embrace every curve, every line every stretch mark and all the changes in your body and self. But mostly you can see that no matter how you change you are perfect just the way you are.
So I propose some questions to Sally. Questions I challenge you to ask your clients.
Sally I have loved meeting you and photographing you. I have loved seeing you grow in your Marriage and your life and I have enjoyed watching you mature into a gorgeous Woman with two beautiful children. I feel honoured that you have been a loyal client. Would you answer some questions for me regarding your shoots with me.
When you look at the Images I took 13 years ago what do you think of them?
I still LOVE them. I remember thinking at the time, i wonder if i will get sick of them & look back at them & think they are dated… I have aged but i don’t think the photos have. I am so happy that i have my early twenties documented & show my kids. Wow… was my stomach really naturally flat… why did i not enjoy that more – hahaha!! I haven’t ever worn that necklace that way again either!!! Still sits in my wardrobe with the memories though! If i am ever feeling down about myself, i still go back to the folio box from time to time… and think “see – this is what i look like” (even if it is 13 years on!!)
When you look at them do you remember the experience?
How could i forget the experience!! Sue you have a natural ability to make women feel amazing. I can honestly say…. that experience led me into training as a make-up artist. I had never had my hair & make-up done professionally before. It was the start of an obsession. I would love to re create that experience on a regular basis!!
What did you experience?
I remember i had terrible self confidence. A friend of mine who was training me at the time mentioned she thought i had body dismorphia & i look back at these photos & realise maybe she was right. I think a lot of girls in their 20′s do. But after my session…. then & there before i had even seen the images… i walked away from the studio feeling like the prettiest girl ever. My confidence was boosted. It was such a fun day. I love my fashion & i love playing dress ups. It was my perfect day.
What impact did I have or what experience did you have with me that made you think of me, remember me, look for me?
Your photographic talent is obviously second to none. I am drawn to your style. Even more so though, it’s your personality & who you are. In the 13 years i have known you, you haven’t changed. You always treat me the same. When I am in your presence you make me feel like I’m the most important person & that i am special. I trust you 100% in a session. I am not wondering how I look. I know there will be amazing images at the end. You can tell that you are excited about the session, so that makes me excited. I love photography & think it’s important for people to choose a photographer who’s style speaks to you. I have never ever seen a Sue Bryce image I haven’t loved.
Since your first shoot to now you are in your mid thirties you have 2 children what is different about being photographed now?
I am a lot more confident in who i am now. I have 2 gorgeous children. My body made them. I am who i am. I am happy in my life – i am lucky in my life. Being photographed now…. I don’t mind seeing curves. I think it looks sexier than when i was in my twenties. Being photographed now…. I want my style & personality captured…i want to document this time for my kids & them to think i looked fabulous.
You have spent a lot of money with me and I am honoured you chose me to be your photographer so what made you come back?
I decided a long time ago (especially once you’d captured my wedding) that you had no choice but to be my life time personal photographer!! Photography is a so personal. You need to feel comfortable in front of the camera. When you photograph me, i don’t see your camera & lenses, i feel like i am hanging out with you & catching up. How do you do that by the way??? That is special!! ….and how about that family session???
Did you try any other Pro Photographers in the 10 years I didn’t see you?
No… I have been wanting another glamour session for a years but knew there was no other person for the job except you. I had some family photos taken when Ruby was a toddler, but you were in a different country & kids grow too fast to wait!!
Now can you create Marketing based on this feedback, can you create Marketing thats speaks to your clients and lets them know that you are there to be that service to them. Learn from negative feedback, stay connected to your database by caring enough to ask after the fact. Brand loyal clients are like friends, you have earned the right to be THEIR Photographer. They will share you and talk you up and recommend you and you can reward them over and over again because they are worth every penny.