AIAP Newsletter 6/4/10

1. The AIAP Welcomes TourBuzz as Our Newest Sponsor

TourBuzz, a virtual tour hosting service, has joined AIAP as a sponsor. Their service is perfect for independent photographers because it maintains YOUR brand--there is no TourBuzz branding on your tours. TourBuzz has numerous features to save you time in delivering the highest quality tour in HD resolution. Check them out and let them know you heard about it at AIAP: www.tourbuzz.net

“We are excited to be a part of AIAP. We pride ourselves on quality and customer service, working closely with photographers to provide the best photo delivery platform available for independent photographers,” said Paul Rodman Co-Founder of TourBuzz.

Call TourBuzz to get the special AIAP member introductory offer at 877-246-9887.

2. Attrition & Recovery

Many of you may have noticed that your AIAP Directory listings have gradually moved up the page in recent months. This is due to the fact that many longtime AIAP members have simply chosen not to renew their membership and have consequently lost their page rank in the Find A Photographer directory. Good for you--bad for them.

The reason I bring this up is that the traffic on the AIAP directory has seen a steady increase since January, and many of you have reported a subsequent upswing in your own personal business. Like all economic recoveries, it's slow and steady persistence that pays off in the long run.

The marketing efforts of the AIAP are at an all-time high. In fact, we've done more marketing in the past year than in all previous years combined. Many of you have taken a similar course with your own personal marketing efforts. It's a proven fact that the success of any marketing plan is based on multiple, favorable and memorable impressions. We're confident that we're achieving success with architectural photography buyers. After all, the reason for this organization in the first place is to bring new business to the membership.

3. Brands & Promises

We've discussed branding before, but at this critical economic time I believe it warrants re-visiting. It's now become somewhat cliche, but Kristin Zhivago's statement has never been more true: "Your brand is the promise that you keep, not the one you make." Our industry has been under attack from the do-it-yourselfers ever since high-quality digital cameras became affordable. However, there's one major difference between "us and them," and that difference is talent. Paint and canvas are readily available to the general public, but we all recognize the work of an artist when we see it. The same is true of great photography.

I have a number of friends in the portrait and wedding business (poor fellows), who constantly bemoan the fact that high quality digital cameras are available to the general public and that their business is disappearing as a result. My answer? Use your marketing to point out the difference between you and the part-timers and wanna-bees. If you're a real professional, the difference should be obvious to the consumer. Our business is no different. Make sure that part of your marketing message makes the clear distinction between what you do and what non-professionals do--and then back it up with samples of your work.

Part of the attrition that I mentioned in topic #2 is due to the failure of some of our members to adequately market their own personal brand. Sadly, some have had to leave the industry and find a career outside of photography. In the final assessment, your brand is defined by the quality of your work and the level of your professionalism and personal service. The fastest way to rise above the fray is to do great work and offer unmatched service.

4. Making it Easy to Spend Money

I've had a saying for many years that, "I try to make it as easy as possible for people to spend money with me." Nowhere is that more important than at your own personal website. Photographers tend to design their websites for maximum visual appeal, but often that design is less than user-friendly. I'd like to invite you to take an objective look at your website, better yet, find someone who has never been to your website to review your site for usability. There's nothing more revealing than to look over the shoulder of someone who has never been to your website as they attempt to navigate it for the first time. I think it's wise to ask yourself these questions as you evaluate your website:

• Does my website load quickly and provide a clear point of navigation?

• Is it clear to a potential client how to view my work and how to contact me?

• Does my website answer the "who, what, when, where, why and how" of my business?

• Could someone explain exactly what it is I do after only a brief visit to my website?

If you're unable to answer each of these questions with an emphatic yes, then I'd invite you to consider changes to make your website more user-friendly--an ultimately easier for people to spend money with you.

Hang in there--things are looking up!

AIAP Newsletter 07/30/09

We all know that having a website is no guarantee of new business. But what does it really take to convert "click-through" traffic into bookings? In the world of webmasters this phenomenon is known as "landing page conversion." Let's take a look at a few ideas that may make it easier for photography buyers to spend money with you:

1. What's Your Headline?
I know, you're an artist and your website is a reflection of your vision. Fine. But to the photography buyer who lands on your page searching for an architectural photographer, what is your message? Your headline may be your page title, your menu, your design, your opening image, etc. But the fact is, saying nothing about yourself is also a headline. Why not title your page or include some opening copy or a signature image that expresses your "position" or "message" immediately?

Why have a headline? Simply put, it convinces your viewer to go further into your website and gives them an idea of what they'll find. You may have the coolest site on the net and a killer portfolio, but without an invitation to look further, you'll lose potential clients. In other words, give your viewer a reason to open the door and take a look around.

When I was a copywriter in the advertising business I worked for a creative director that enforced the "60 headline" rule. For any given ad, he expected me to offer 60 headline possibilities. What this did was force me to refine the message and craft the delivery until the headline was clear and powerful--and hopefully clever. I'm not suggesting that you write 60 headlines before deciding on an opening for your website, but 4 or 5 would be a good start. Then test them. Ask those you trust if the message is clear and compelling enough to make them want to know more.

2. How About Some Copy?
You know, some words of explanation about what you do and how well and why someone should hire you. Granted, as photographers it's our images that will close the deal, but the typical photography buyer will also form an opinion in their mind about what makes you unique. Why not spell it out for them? Give your viewer some compelling information that will convince them that you're the one for their project. Many photographers rely on their "profile" or "about" page for this type of information, and often do a poor job of convincing the viewer that they're the one for the job. Why not tease the viewer into your website with some clever supporting copy.

3. Tell Your Viewer What To Do!
As you may remember from your Business Marketing 101 class, this is known as your call to action. This may be as simple as "click here to request a quotation" or "use my toll-free number to book your project". There are any number of offers you can make here. The point is to convince your viewer to take the next step towards booking a project with you. Take a look at the websites of those companies you buy from. Chances are they have a clear call to action to help you along the way to a transaction. Don't expect your viewer to take the next step towards hiring you without first telling them what the next step is.

4. Show Only What You Do Best.
It's pretty tough to convince a photo editor to offer you a magazine assignment for an architectural subject if your website showcases your product photography. I realize that many of us offer commercial photography services beyond architectural photography. If that's the case, consider creating an architecture-specific website. Every year I hear from one or two disgruntled AIAP members who can't understand why they aren't getting assignments from their AIAP listings. In every case the photographer's website is too general or showcases a type of photography other than architectural.


In summary, let me suggest that you design your website to send a clear message to your viewers about what you do, why you're the best and why they should hire you. If your message is clear, your conversion rate is bound to increase.