AIDA Illustrated Marketing for Photographers
By Chuck Groot
AIDA = tried but true, the famous formula that makes your ads, your advertising literature, your marketing work.
Attention – it should catch the attention of your readers or listeners. We forget that we are not dealing with a captive audience; people are allowing us to enter their heads. So in order for you to pay attention to what we have to say, we need to get your attention. The best way to do this is with a nimble and forceful headline. One way I work to get headlines is by writing at least twenty on a piece of paper. After the first five or six it gets very difficult, but eventually the cream will rise to the top and by the 20th I have a winner.
Are you a poor picture on the walls?
Is your house crying out for a home?
Images so sharp you can smell the bacon
Art directors will never forget your face
Interest – Once the prospect has been attracted to the bait, so to speak, we must maintain their interest. Tell a story about your product, you must mention every benefit, every detail that distinguishes it, everything that would attract him to buy from you. Often times, you only get one shot at this particular client.
“The house may not have cried, but Mrs. Schmidt certainly did. Their only son just got married and now that he has moved with his beautiful girlfriend to his new destination, she spends hours looking at the photos we take.
A month after the wedding she wrote to us and said that every time she looks at the beautiful portraits we create it is as if she relives the entire wedding day all over again.
Dear Mr. Groot,
Thank you, thank you, and thank you. The portraits of Wolfgang and Sarah are of such high quality and so lifelike, that I feel the warmth of the hugs, I can taste the food, I can hear the music, I can see the couple walking down the garden path and the excitement. The love captured in each image takes me back to my own wedding.
And I must say that the album itself is so beautiful that I have never seen anything like it. But I must say that I am very impressed with you and your staff and how you conducted yourself on the wedding day. I couldn’t believe how professional he looked, how efficient he performed, and how each and every shot he created was like a mini love story.
In addition, the level of service before, during and after the wedding was much higher than that of any company with which he had dealt. I love my parents’ album and would highly recommend Old Masters Studio to anyone.
Sincerely,
Hildegard Schmidt “
Yearned for – Make it irresistible for a customer to sponsor you by offering risk-free trial proposals, along with guarantees and bonuses so generous, the customer has nothing to lose and everything to gain. Give the test propositions as an incentive, as well as a free “gift” for your hassle.
“We are as good as our last portrait session. Each and every wedding we photograph receives all of our undivided care and attention, to that end we only photograph 40 weddings a year and generally book up to two years in advance. You Wedding is important to us, therefore, so that we can deserve your friendship, we would like to offer you a:
Engagement portrait session valued at $ 100.00 absolutely free.
Just to test us and see if you like working with us. We will spend an hour taking a variety of beautiful portraits of you and your loved one, capturing the love that flows between you.
And as a special gift we would like to give you our signature …
Old Master 8×10 portrait valued at $ 49.95
At that time, we will be happy to introduce you, free of charge or obligation, our range of wedding services. We have prices and payment plans to fit all budgets. With the guarantee that if you are not 100% satisfied with your photographs, we will give you all your money back – 100% – no hassle, no questions asked. “
Action – Take your customer to action. People silently ask for guidance. Tell them exactly how to buy.
“Call 592-7707 right now to book your first consultation. If you wait, your wedding date may be booked. Can you afford to risk the most important day of your life? Why wait, you have nothing to lose?
Call 595-7707
Old Masters Studio
1234 Your unit
Weddingsville, BC, V8V 2S2
250 595-7707
http://www.oldmastersstudio.com “
P.S.
Take this note with you when you come and you will receive a special bonus gift.
Easy to do marketing activity; Create a letter like the one above and take it to five (5) companion businesses (florist, jewelry, hotel, church, etc.) and ask them to deliver it to the next couple who will come up to them to discuss their wedding. Make sure that when you print the letters somewhere at the bottom of the page in small letters or a code, you identify where the letter is coming from. (i.e. St. Josephs Parish could be 10-18-04-1 the date you brought the letter in and St. Joes is number one in your business tracking guide) and explain that for every customer who comes with this letter, give them $ 50 to do whatever they want with it. (This is important if you go to church, because clergy may have trouble taking the money themselves, but they will be happy to deliver the letter and use the money for the poor fund.)
Marketing works. You need to promote yourself every day through a newspaper ad, magazine, direct mail article, your website, your email list, your phone book, or your business card, etc. You should have your name, address, phone number, and web address on every material you distribute.
If you have any questions, please email Chuck at [email protected]