Most
photographers realize that pricing is important, of
course.
But
effectively pricing your photography services
involves more than just assigning prices to certain
sizes and trying to convince people to "buy stuff."
To be truly successful in your photography business,
you must consider human psychology, proven sales
principles, and blind human nature.
One
of the most amazing, little known secrets about
pricing and selling photography is what I call "The
Whopper Principle."
Here's how it works.
Most
people will not normally buy the biggest, best photo
size or finish. But many people will buy the "next
best." And once you realize how to use this fact,
you can make a lot more money with your photography,
for NO extra work.
Let
me explain.
Let's say your largest size portrait is a 30 x 40.
But hardly anyone ever invests in it.
That
shouldn't be surprising. Human psychology says that
most people will not invest in your 30x40 size,
because it's your largest size. But they will quite
possibly invest in your 24x30 if it's quite
significantly less money than the 30x40.
So,
knowing this, here's what you do. You invent a new
size - (for me, it's a 40x50.) You put a very
significant price tag on it.
Now,
when you show your clients their photographs, and
you show and talk about this 40x50 size right from
the very beginning, they will most likely not want
to invest in it - but - and this is a big "but" -
but, they will be much more likely to invest in the
30x40 size - since it's the next size down.
So
the end result is you have many clients investing in
30x40's now! See how that works? More money. No more
work.
I
call this the "Whopper Principle." That new 40x50
size is your "Whopper." (No, you do NOT call it that
to a client. But that's what you call it to
yourself.)
The
Whopper is defined as this: "Something that is so
big, so expensive, so incredible, that no one in
their right mind would invest in it."
Now,
what this "Whopper" accomplishes is this:
1.
It makes everything else you offer look positively
inexpensive.
2.
It demonstrates to your prospective clients that you
are "good." Because this price is so high that you
"must be good" to be charging that much.
3.
It gives a client a feeling of saving money. You
see, she gets you to create her photographs for her,
but doesn't need to pay as much as your "whopper" to
get your beautiful work. She can just opt to get a
smaller size, and save money, but still get you.
This
sales and pricing principle is extremely powerful.
It psychologically encourages your clients to invest
in your better products and services, and your
larger sizes, which totally benefits THEM - because
they are going to enjoy the larger wall portrait way
more than they would have enjoyed a smaller size. (I
TOTALLY believe in the value of wall portraits as
home décor.)
So
the end result is your clients get a better size
portrait for their wall, which they will enjoy more,
and you get more money for your efforts. It's a
win-win for everyone.
Try
this - it's an amazingly effective photography sales
and pricing principle. It works wonderfully for me,
and I know it will work well for you as well.
By:
Charles Lewis
About the Author
Why are some photographers getting rich and having
all the customers and clients they could ever want,
while others are struggling? Charles Lewis has
created the *ultimate* guide - "The TOP Photography
Business-Building Secrets" free E-Course reveals the
secrets for getting hundreds of new customers - FAST
- regardless of the economy, your town, or whether
you work on main street or out of your home. CLICK
HERE FOR MORE SECRETS:
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Photography Business Tip: An Amazing Photography
Sales & Pricing Secret
