Communication with the customer is a verbal duel. Marketers, psychologists and copywriters convince us of this. Believe or trust is a personal choice. Today we are talking about something else.
Topics on which you should not waste time communicating with the customer, and the hackneyed phrases that I collected during the year are in front of you.
From now on, these are not four chapters of one topic, but four related topics:
- Cliché in a photographer's speech
Cliché in a photographer's speech
Again you with these words ...
Frankly, I do not believe that a separate word or phrase guarantees the success of negotiations, but the reproaches of colleagues - “Everyone says, why am I worse?” - cannot be ignored.
Consider the main template phrases and evaluate the possible consequences of their use.
Focus on results
I ask the reader, because “focus on results” is the first thing you notice on many colleagues' websites. It is the phrase, not the organization of the portfolio, its message to the viewer. It's a pity…
The phrase will not come in handy in a conversation with a customer, because the impression made - a shock that today someone else is able to do work for money - will quickly pass, the eye will again fall on the portfolio, and then ... either yes, or - let's not get to know each other.
Focus on results is not just words, but the photographer's interest in the project, which is visible to the customer.
Individual approach
I ask the reader, because "individual approach" is an advertising slogan that adorns many public pages on social networks, not only for photographers. Plagiarism did not work, look back ...
Some photographers understand the setting of the problem and work in their own style, looking at the TK, while others replicate their own portfolio: toning, framing, posture, etc.
In the first case, it is individuality, not words. In the second - the approach, words without action.
Of course, the customer will not denounce the photographer, but how much can you lose orders because of words?
By deeds, a person is known and a photographer is no exception.
Money back guarantee
I ask the reader, since the desire to return the money is marketing, not the voice of reason, and this phrase in the lexicon is despair, an attempt to somehow retain the client, and not make him a customer.
Service, not craft, is the customer's first thought, and the second is “Why take the risk? I need a photograph, not a waste of time and transferring money from hand to hand. "
The promise to return the money when nothing has been done yet is the lack of an individual approach, focus on results and other things that he managed to tell a potential customer. The photographer needs attention - the only thing that the client will remember and will be right.
Call anytime
I ask the reader, because Email, social networks and messengers did not leave this phrase a chance to attract the attention of the client.
Such calls are a guarantee of inexperience and the first steps in the profession.
Want to check it out?
Reservation of dates (taking orders for ...)
I ask the reader, since booking dates is a wedding niche, and there is always sadness: from March to October.
Artificial demand is a marketing tool, an attempt to attract attention, but a reservation is a hopelessness and a signal for a client - it's time to bargain, to demand something for yourself.
Dirty tricks are an indicator of inexperience and lack of demand.
Limited offer (by time or quantity)
I ask the reader, because photography is not a basic necessity. And if we regard the words:
- For the first time
- Limited offer
- Hurry up
- Hurry up
- Offer expires
- Only left
- Last chance
as sellers, it is necessary to remember the "shop on the couch", where they always rush, promise and limit the time so that a person does not have time to think and say: "Why do I need this?"
It's a dirty trick and yes - it works, but in a niche where other words work as well: free and freebie. Should you go there? I do not think.
Words without understanding are real problems.
Especially (or only) for you
I ask the reader, since a personal offer is not an individual approach and there are some nuances here:
- If a photographer is a personal master of one person or a company, then personally - not his case, because he works according to the principle "as they say", and not as decided or suggested. Personal opinions and suggestions for a third party are rejected.
- If the photographer is free to voice and offer his ideas, then he can form a proposal and find a viewer for him - a potential customer. In this case, it is better to replace “specially for you” with “specially for * the target audience* ”And yes, this approach will be successful with the due diligence and advertising costs.
Lack of specificity is the only reason why a good approach became just a phrase, and it - a cliché.
By deed, not by word.
And all will be well.
"..." years of work on the market
I ask the reader, since this information is of interest only to the tax authorities, and even then, by known issue... On the work of a photographer, she ...
I photograph a lot, great experience
I ask the reader, because the phrase is loved by beginners. Experienced people do not pay attention to bragging, but silently, in fact, demonstrate their experience.
Experience, it is in the little things, not in words.
Customers also know about this, be careful.
With me it is safe, magical, warm, etc.
I ask the reader, because I add the following phrases to the “magic”:
- I photograph you beautiful and happy
- Your beautiful wedding is in my hands
and I warn against their use, because they form the image of a "housewife", not a photographer.
"Magic" and an abundance of flattery - the way to a niche of budget photography and wedding dances around the customer. It is easy to get in, to return, for many, it is impossible.
Don't look for magic in words, accumulate arguments.
Updated 05/31/2017
Peace to all, and passing light on the places of photographic battles.
Your,
Andrey Bondar.
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Where would print advertising be now if not for the art of advertising photographers who are looking for new ones every day expressive means, ways of conveying agency ideas that would suit everyone: clients, agencies, and - most importantly - the audience.
(43 photos total)
1. Photographer Olivero Toscani.
2. In the world of advertising, Tuscany is well known as one of the most controversial image photographers. Many of his works, which are clearly provocative in nature, have caused an acute negative reaction from the outside and the public.
3. The name Oliviero Toscani became known in advertising circles when he was already under forty. In the early 80s of the last century, his participation in advertising campaigns for Valentino, Esprit, Fiorucci attracted attention. Oliviero Toscani studied design at the University of Zurich (1961-1965).
4. His original works were frequently printed in well-known fashion magazines. But world fame came to Tuscany since 1984, when the Italian fashion house Benetton, specializing in the production of youth clothing and accessories, offered the photographer to head the advertising department of the company.
5. “I like people who question something. If you are sure of something, it means that this is no longer creativity: somewhere you saw it. The main thing is to be not the first, but the only one ”.
6. At that time, the Italian company Benetton was preparing to enter markets outside of Europe and was developing an attacking marketing concept... The chief of the company, Luciano Benetton, respecting the artist, promised Oliviero Toscani complete freedom of action, and he agreed to become the creative director of the project.
7. Many believe that Benetton's advertising campaign, launched in the spring of 1984, opened a new page in history. modern advertising... The advertising campaign, led by Oliviero Toscani, focused on the Benetton brand and the brand's philosophy. In 1984, the campaign slogan was “All the Colors of the World” and the following year Oliviero Toscani coined the slogan “United Colors of Benetton”. And, which is natural for a photographer, the main "messages" of the campaign were conveyed in the international language - the language of photography.
8. For 18 years of work at Benetton, Toscani has chosen different topics for an advertising photo shoot, without fear of the most acute global problems: such as racial discrimination, AIDS, war.
9. At the end of April 2000, the relationship that had lasted for 18 years was broken. And since then, nothing is as stunning (except for the shocking social advertising with anorexic), alas, it was not.
10. Photographer Terry Richardson.
11. Terry Richardson is a world-class star. He is known around the planet as one of the brightest, most prolific and persuasive photographers of his generation.
12. His unique talent - to capture the most unexpected moments of reality through the camera lens - helped to earn him the fame of a scandalous but brilliant photographer.
13. His works are sometimes humorous, sometimes tragic, sometimes beautiful, but always provocative.
14. Terry was born in but raised in Hollywood. There he started filming the world while finishing Hollywood High School and playing in a punk rock band. Since then, he has not parted with photography.
15. Among Mr. Richardson's clients are such companies as Gucci, Sisley, Miu Miu, Levi’s, Eres, Chloe, APC, Carolina Herrera, Nike, Kenneth Cole and others.
16. He collaborates with the coolest glossy magazines such as Vogue, French Vogue, British Vogue, Japanese Vogue, I-D, Dazed and Confused, GQ, Harper's Bazaar, W and Purple.
17. Photographer David LaChapelle.
18. They say that David LaChapelle is able to transform the ordinary into the extraordinary, the vulgar into the beautiful, the boring into the funny, and the stupid into the original and peculiar.
19. Fashion brands, Hollywood stars and politicians, top models and sharks line up to him.
20. The first job, now forty-eight, David was given by Andy Warhol, and in 2007 the American Photo Association included him in the top ten Significant People in Photography, and the number of his awards continues to grow every year.
21. LaChapelle is called "Dali of the third millennium" for his surreal vision.
22. He does not tolerate gloom and routine, proclaiming his main creative principle: provocation in everything.
23. LaChapelle loves to be original, a similar approach to work is his business card, which is why the photographer is so appreciated in the world of fashion and advertising.
24. A day of filming at the great LaChapelle costs about 200 thousand dollars.
25. Photographer David LaChapelle.
26. Photographer David LaChapelle.
27. Photographer David LaChapelle.
28. Photographer David LaChapelle.
29. Photographer David LaChapelle.
30. Photographer David LaChapelle.
31. Photographer David LaChapelle.
32. Photographer Erwin Olaf.
33. Erwin Olaf's clients know where they go. Trusting a photo shoot for advertising campaigns to this magnificent photographer, they sign their readiness for a bold, non-standard and challenging look at the world around them.
34. Seemingly Dutch photographer Erwin Olaf is a glamorous kitschevik. All the formal signs of gloss are there - big bright prints, aniline colors, recognizable photo models.
35. Erwin Olaf studied to be a photojournalist, then took up the so-called modern art - he recorded events in the toilets of Amsterdam discos, participated in the design of opera and ballet performances, together with Rem Koolhaas built a toilet in Gronningen.
36. In 1996 he announced his move to the commercial photography camp. (Here's a short list of accomplishments - Diesel, Levis, Hennessey Cognac, Rifle, Camel, Heineken, Nokia, Microsoft ...)
42. Photographer Erwin Olaf.
© Sebastiano Salgado / Amazonas Images
« Your first 10,000 photos are your worst ", - Henri Cartier-Bresson.
“Many photographers believe that if they buy the best camera, they can take the best photos. The best camera will not work for you if there is nothing in your head or heart. " - Arnold Newman.
« Which of my photos is your favorite? The one I'm going to take off tomorrow. ", - Imogen Cunningham.
« Outstanding photography is about depth of feeling, not depth of field», - Peter Adams.
« You do not photograph, you create ", - Ansel Adams.
« If your pictures are not good enough, then you are not close enough. " -Robert Capa.
« What I love about photography is that it captures a moment that's gone forever, impossible to reproduce.», - Karl Lagerfeld.
« Nothing happens when you sit at home. I always carry my camera with me at any time ... I just shoot what interests me at the moment ", - Elliott Erwitt.
« There is such a subtle reality in photography that it becomes more and more real than reality itself.», - Alfred Stieglitz.
“I'm not interested in rules or convention. Photography is not a sport ”, - Bill Brandt.
« There are always two people in every photo: the photographer and the viewer. ", - Ansel Adams.
« For me photography is the art of observation. It's about looking for something interesting in an ordinary place ... I found that it has little to do with what you see and with everything that has to do with how you see. ", - Elliot Erwitt.
« I'm not interested in photography by itself. I just want to capture a minute part of reality», - Henri Cartier-Bresson.
« The world just doesn't fit into a 35mm camera format. ", -Eugene Smith.
« Look, I'm not an intellectual - I'm just taking pictures. ", - Helmut Newton.
« Photography can only represent the present. Once you have photographed it, it becomes part of the past. ", - Berenice Abbott.
« No place is boring if you had a good night's sleep and you have unexposed film. ", - Robert Adams.
« Look and think before you open the shutter. Heart and Mind are the True Camera Lens», - Yusuf Karsh.
« It is more important for a photographer to have a very good shoes than a very good camera» - Sebastiano Salgado.
« I always thought that nice photos like good jokes. If you explain them, they are not so good anymore. ", - unknown author.
« If you shoot in color, you show the color of the clothes, and if you shoot in black and white, you show the color of the soul.", - unknown author.
« Buying Nikon doesn't make you a photographer. She makes you a Nikon owner. ", - unknown author.
© Bruno Barbet / Magnum Photos
“One photo out of focus is a mistake, ten photos out of focus are experiments, one hundred photos out of focus is a style", - unknown author.
« Most of my photographs are based on people, I look at the unguarded moment when the soul peeps out, then the experience is engraved on the person's face. ", -Steve McCurry.
« I have to shoot three cassettes of film a day for my eyes to practice.», - Joseph Koudelka.
« Remember that the person you are photographing is 50% of the portrait and the other 50% is you. You need a model as much as he or she needs you. If they don't want to help you, it will be a very bleak picture. " - Lord Patrick Lichfield.
« Photos are open doors to the past, but they provide a glimpse into the future.», - Sally Mann.
« A good shot freezes a fleeting moment. ", - Eudora welty.
« Photography picks up a fact from life, and it will live forever ", - Raghu Rai.
« The results are questionable even among more experienced photographers. ", - Matthew Brady.
« It's more important to get along with people than flipping the shutter. ", - Alfred Eisenstedt.
(module Yandex direct (7))
« I see something special and show it to the camera. The moment is held until someone sees it. Then he is theirs ", - Sam Abel.
« I went into photography because I thought it was the perfect vehicle to comment on the madness of today's existence. ", - Robert Mapplethorpe.
« I think that the best photographs are often at the forefront of any situation, I do not find photographing a situation as interesting as photographing an edge. ", - William Albert Allard.
« To be a good photographer, you need to have a rich imagination. You need less imagination to become an artist because you can make things up. And in photography, everything is so ordinary that you will have to consider a lot before you learn to see the unusual. ", - David Bailey.
« The two most attractive features of photography are to make new things familiar and familiar things new. ", - William Thackeray.
« I think I shot about 40,000 negatives and of them I have about 800 photos that I like. ", -Harry Callahan.
« I don’t wrap myself up in technology and the like ”, - Faye Godwin.
« You can give everything to photography, but from it you will receive only one thing - happiness. ", - author unknown.
"When I photograph what I really do, I look for an explanation of things.", - Wynn bullock.
« There will be times when you find yourself in the field without a camera. Then you will see the most magnificent sunset or the most beautiful scene ever seen. Do not grieve that you cannot capture it. Sit down, absorb it and enjoy it as it is!», - Degriff.
« Sometimes you can tell a big story with a tiny subject.», - Eliot Porter.
« Ultimately, photography is about who you are. This is true in relation to yourself. And the search for truth becomes a habit ", -Leonard Freed.
« Don't stop seeing. Do not stop cropping. Do not turn off and turn on. It's continuous ",- Annie Leibovitz.
« Most things in life are moments of joy and difficulty. Photography is a moment of difficulty and a lifetime of pleasure. " -Tony Benn.
« The artist's world is limitless. He can be found far from where he lives or a few feet away. Although he's always on his doorstep», - Paul Strand.
« My life is driven by the urgent need to wander and observe, and my camera is my passport. ", - Steve McCurry
« Photography has completely abstracted from life, but it looks like life. This is what has always worried me about photography.», - Richard Kalvar.
Whatever the best photographer you are, you definitely need good publicity... Of course, the ad draws attention to the portfolio, but the correct ad copy of a photographer, designer or artist attracts traffic and significantly increases conversion.
(The article was updated 03.24.2019)
Clients are best attracted through contextual advertising... Another pretty good way is through social networks (VKontakte, Instagram, Facebook) and message boards. Don't discount the creation of a personal website. Even in the worst case scenario, if he does not bring clients, the very fact of his presence already speaks of the specialist's serious attitude to the matter. Word of mouth has not been canceled either, but it takes time to earn it.
The structure of the correct text for advertising a photographer
The selling text of an advertisement for a photographer or a photo project, it should be with a wound spring inside, emit a positive. He faces several tasks at once: to attract traffic, to catch attention, to offer services, to show the advantages, to answer all the questions of the target audience and to call for a specific action.
USP... But it is worth highlighting (offer) a photographer in a good text. It doesn't matter if you are a beginner amateur photographer or an eminent photo and video studio, no need to be the best... There are many peaks, and there will not be enough hours in a day and strength in your legs to resist at all. You need to stand out from the competition in a specific location and specific area of photography services. Promise and fulfill what they do not promise.
Before you sell your services as a photographer / videographer, decide on the positioning. The most creative ideas, the largest selection of props, the most serious approach to working with light, the most fast organization process. Or clearly define your specialization: a stylist photographer who will make the model more beautiful or a static photographer who knows how to choose a setting and evoke the necessary emotions in the model. I specialize in wedding photographs, anniversaries, business portraits, corporate parties, photographs of pregnant women, newborns, for dating sites.
If you want to write a successful and beautiful text advertising a novice photographer and want to start in several directions at the same time - it is better to create several ads than to make yourself a man-steamer. And mention your seniority, number of shoots, education and work style. Only not at the beginning of the text of the photo shoot advertisement, but after the introduction and a specific offer of services.
Describe how the work will go... How can you contact and agree on what the portfolio will look like, how it will be possible to evaluate the work, when the photos are ready, how to draw up a contract, how payment will take place, what do you accept and other nuances. Answer all questions at once - it is easier for a potential client to find another specialist than to find out standard things in correspondence. For how long to book the shooting, where to drive up with questions, how to calculate the price exactly.
Social proof... These are, of course, reviews. For the best beginner ad copy wedding photographer in social networks, they are simply worth their weight in gold. Reviews should contain not only emotions, but also information that is important for a potential client. In extreme cases, you can compose them yourself or order from a copywriter. But, ideally, they should be written or recorded on camera by real clients. Yes, some visitors have an innate instinct for phony.
You need to help the person write a review. Ask him a few questions in the direction you need, so that he answers it in his own words. The result is a detailed, informative, realistic and unique promo text that helps the photographer to sell himself dearly. Trustworthy.
How can a photographer market himself? Selling story in photographer ad copy
It doesn't matter if you need a creative advertisement for a photographer on Vkontakte, Instagram or on your website - try to colorfully tell your selling story... The photographer took pictures of the beauty, took the photo to the film studio and asked to find the flaw. Thanks to the wonderful play of light and shadow, none of the Mosfilm filmmakers ever noticed the scar on his cheek. Another photographer, so that children would not run away from the camera, attached a screen with cartoons to the lens. And the children did not turn away, but smiled, looking into the frame.
There is even an old legend:
The medieval conqueror Tamerlane was lame and one-eyed. Once he invited artists to his place and ordered to make his portrait, but so that his shortcomings were not noticeable.
The first artist depicted Tamerlane with normal eyes and normal legs. Tamerlane said:
- It's not me! - and ordered the execution of the artist.
The second artist depicted everything as it is. Tamerlane said:
- But I ordered to do so that it was invisible! - and the artist was executed.
The third artist turned out to be a professional and depicted Tamerlane standing on one knee (so his limp was invisible) and shooting from a bow, squinting one eye (so his disfigured eye was invisible). This was the founder of socialist realism.
It is very difficult to create a selling story about yourself, but the game of storytelling is worth the candle.
Keywords for correct wedding photographer ad text
If you post your portfolio on the site, it is imperative to prescribe the necessary keywords for each beautiful photo. They should be in the alt attribute (the most important thing!), In the file name, in the caption under the photo, and even on the photo itself.
The key is to choose a reasonable compromise between keyword count and readability. In the alt attribute and file name, you can simply list the necessary keywords from Wordstat, and in the signature you need selling and motivating elements.
It is extremely important to indicate the city at least several times in the article. After all, if a person specifies in the search for "services of a photographer wedding Moscow" - this is a "warm" client. You mustn't miss it! And it is very important that your site is shown for such a specific request. And the longer the request, the more interested the client is in the service.
The photographer knows how to sell his services at a high price. Creative text of a photographer's advertisement on the radio, 30 sec.
(Cheerful and cheerful voice of the announcer) Would you like to capture the brightest moments of your vacation in the tourist center "Bukovel" in a quality and original way? Your wish will be fulfilled by the photo studio "Ski-Photo". A professional photographer, riding with you, will capture bright moments on the slopes and take a photo at the highest points of Bukovel. Book a photo session by calling 097-751-50-05 (repeats more slowly) 097-751-50-05
An example of a wedding photographer advertisement text on the radio 15 sec
What your wedding cannot do without? Without love, of course! Photographer Lyubov Doroguzh - wedding, family photography, love story. Each photo is taken with love. Tel. 8029-515-12-55
Photographer's radio advertisement sample text, duration 30 seconds
The era of new photography has come. Wedding photography, reportage photography of corporate events, graduations and birthdays. Photo sessions in the studio outdoors. Affordable prices, efficiency and high quality. Transform everyday reality - order professional photographer... Tel 8904-657-31-58.
Order the text of the photographer's advertisement from the copywriter
Do you want to get new customers, increase their flow or raise the price tag? selling copy of the photographer's advertisement from a copywriter right now. Contact us!
View pricesIt is gratifying to realize that in the city of Chernyakhovsk the number of fans of photography is growing every year. It is not surprising, because photography is a language in which one can communicate, a language that is understandable and accessible to everyone.
The City Library has long become a comfortable platform for organizing photo exhibitions that replace each other. Therefore, it is pleasant to discover new talented names of bright, creative, purposeful people for residents and guests of the city.
On February 11, the photo exhibition “We are staying for the winter” was held by the creative association of Kaliningrad photographers “Hot Shoes”. The association was founded in Kaliningrad in 1999. The creative credo of the members of the association: romanticism, gentle humor and an ironic attitude to everything that happens. The name "Hot Shoes" seems somewhat unusual only at first glance. In fact, everything is simple and logical. In the slang of photographers, this is the name of the platform on the camera for wireless flash connection. However, the name has another meaning, which has become the main one - all photographers of the creative union lead an active lifestyle - they walk more than a dozen kilometers in search of objects and wear out more than one pair of shoes.
Photo exhibitions of the creative association were successfully held in the Friedlansk Gate Museum, in the Museum of History and Art. "Hot shoes are actively involved in regional and city" Photomania. In one of the interviews, they described themselves as follows: "We are cheerful, cheerful, ironic and self-ironic people of different ages, united by one hobby - photography. This is for us both rest and work and even a diagnosis. ”Each time we open a new photo exhibition, we never cease to admire how great the magic of photography is, which can tell more than a thousand of the most beautiful and touching words. Photos are full of kindness, love, compassion, courage, beauty - all that what is so wonderful about life, they make you think and feel, skillfully combining reality and fantasy.
The opening was attended not only by photographers from Kaliningrad, whose photographs are presented at the exhibition, but also by people who were truly keen on photography. Among them are teachers, musicians, retirees, students, a free photographer, the Rakurs photo club, and schoolchildren.
The head of the photo club Vlad Belyaev introduced everyone present to the authors of the exhibition. "... One member of this creative association does not need to be represented, she is well known and loved in Chernyakhovsk - this is Yulia Gorbunova - a very bright, talented, beautiful person." At the end of last year in Chernyakhovsk, a photo project of Yulia "2 + 4" was presented. Today Julia lives in Kaliningrad and continues to engage in creativity, becoming a member of such a talented team.
There is a well-known joke: "If, when looking at someone else's photograph, you feel sorry that you did not take it, this is art." Looking at the works of photographers, we can say with confidence that photography is a real art and there are no less subtleties in it than in music or painting.
