AIAP Newsletter 01/24/04

AIAP NEWSLETTER 01/12/04

Contents
1.  Ten Steps to Success in 2004
2.  Most Common Website Complaints
3.  What is it you do?
4.  AIAP Logo Items

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1.  As we begin a new year, here are ten great steps to help make 2004 a success:

1. Create an image of quality
Everything from your business letterhead to your camera gear says something about your level of professionalism and your ability to complete the assignment.  Invest in first-rate technology and resources that enhance the image of your business and work.

2. Build a targeted prospect list
The effort you spend building and maintaining a targeted list of prospects is the key to your business growth.  Create and continually expand your list by using source books, trade association directories, newspapers and magazines.  In other words, use a rifle, not a shotgun.

3. Listen to your prospective customer
When you take the time to talk to your prospects and understand their real needs, you greatly increase your chances for new business.

4. Benefits, not features, win new clients
Features are merely the basics of the photography service you offer.  Benefits are what make your photography better than other photographers.

5. Negotiate value rather than fees
Once you've established a fair price, STICK TO IT!  If you encounter resistance, you can negotiate value by removing items of value from your proposal.  However, when you negotiate your fee downward you're always a loser--it decreases income and gives the impression that your fee was too high.

6. Consistency builds loyal customers
On-time, great quality photography gives clients confidence in you.  Even when you have a comfortable relationship with a client it's important to meet deadlines and keep standards high.

7. Build your own visibility
Devote time to writing press releases, speaking to professional groups, and mentoring newcomers.  All of this adds to a perception that you are a leader and expert in your field.

8. Be generous with good clients
A good way to keep large accounts is by being free with the small and helpful things that clients appreciate.  Such as, suggestions, articles, booklets, surveys, etc.  Also, being generous with your non-shooting time indicates that you really have an interest in their success.

9. Win new clients while nurturing steady customers
We all spend a great deal of time pursuing new clients.  However, once a relationship is established it's important to think long term.  Keeping loyal clients informed about your new equipment and services helps them stay connected.  Consider a quarterly newsletter to your core client list.

10. Remember to FOLLOW UP!
Make it a routine to follow up within 48 hours of completion of an assignment to make sure your client is happy.  Your customer will feel that you truly have their interests at heart, and their feed back will help you improve your service.  Also, it's imperative that you follow up on each and every quotation request in a timely manner.  Potential clients often have questions about pricing and services after receiving a quotation from a new photographer.

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2.  There are many basic complaints that website designers seem to disregard.  Here's the top three:

A.  Contact Information
The top complaint about business websites is the lack of clear contact information.   An email link simply isn't enough.  Make sure that your address, telephone and fax numbers are easy to find and easy to read.

B. Load TIme
A fast loading opening page tells potential customers that you want them to stop and look around.  Surfers seldom wait more than 5 seconds for your opening page to load before moving on. 

C. Broken or Dead Links
Make sure that every navigation link goes to an active page.  A 404 Error message is a death sentence.

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3.  How many times have you found yourself stumbling to explain your business to a potential client who asks "What is it you do?"  Boil down your photography business into twenty-five great words that describe what you do and the advantages you offer.  This not only gives you a script for the next time you're put on the spot, it also forces you to define your unique "brand".  You might also distill your business description into a useful trademark slogan.  Knowing precisely what you offer and how you're different from the competition gives you a platform for all of your marketing efforts.  After all, the easier your business is to understand, the easier you'll be to hire.

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4.  There are a number of new AIAP Logo Items now available at the AIAP Store in the Member's Section of the AIAP website.  One new addition is a new AIAP license plate frame.

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Please contact the AIAP with any item you feel is worthy of inclusion in the AIAP newsletter.
The AIAP Newsletter is © 2004 The Association of Independent Architectural Photographers