AIAP Newsletter August 2012

From my perspective, the more the photography business changes, the more it stays the same.  Specifically, I'm talking about professional manners and a personal touch.

Many years ago I worked as a copywriter and strategist in an advertising agency where it was mandatory that we send handwritten thank you notes to vendors and clients.  I hated it at the time.  However, after leaving the agency and starting my photography business I soon saw the value in this personal touch.  What's more, I realized just how unusual it was for a client to get a handwritten thank you from a photographer.  In fact, I often receive thank you messages from clients in response to my thank you notes.

In a world of email and text messages, nothing says "I care about you as a customer and value your business," more than a handwritten note.  I had my own notes imprinted with my logo on heavy paper stock and I use a fine fountain pen to write the note.

Here are a few things that we can do that will immediately set us apart from our competitors in the photography industry:

1. Send a hand written thank you note to all new clients after completing their first project for them.

2. Send a hand written thank you note after a portfolio review or consultation for an upcoming project--especially if the competition is fierce.

3. Follow up with a phone call after a job is delivered to make sure that your client is satisfied with the photographs.

4. Follow up on jobs you didn't get and ask, "I realize that you didn't choose me for your project--I wonder if you could give me some tips that would help me be more competitive on future jobs."

5. Follow up after a large (and profitable) project with a gift certificate to a fine restaurant and a hand written thank you.

6. Give unique and generous Christmas gifts to your best clients.  I personally send gifts to clients who spend above a certain dollar amount with me throughout the year.

7. Follow up after a problem has been resolved to make certain that your client is ultimately satisfied and to reinforce their value to you as a client.

We're often asked to bend a little bit when a problem arises with a job.  Maybe the billing came in higher than the client expected, maybe there were additional costs, maybe the photographs weren't what the client expected, etc.  A problem like this gives us a unique opportunity to show the client how much we value them and that we're willing to do what's necessary to make them happy.  We might even have to take a short-term loss on a project.  However, my experience has been that my most loyal clients are those that have seen me resolve a problem to their benefit.  A short-term loss is more than compensated by long-term loyalty.

I hope these tips will benefit each of you in your own business.