 Why do my clients wear Ed Hardy?
I never coined the phrase "you are what you read and who you hang out with," however I believe it and have used it in the practice of my business since day one. So, with that being said, how is it possible to work with the clients you want to work with? First things first, who do you want to work with? What is your style and what do people say your style is? I have found it important to send out surveys to my clients and facebook friends asking them the top 3 words that come to mind when they look at my work. Let the general public let you know what they think of you and from there you can tweak your business the way you envision it. My studio has strived to work with clients who are fun, spontaneous and into fashion.
So how does one get the clients that they desire to work with, not the clients who they just settle for because they need work?
We have found that the most important thing to draw your "dream clientele" in is your Brand, your web presence, and of course your personal presence. Branding is so important. It is what people see when they see your photos from others, also what is seen online, and so on. Is it simple? Is it elegant? Does it speak about your style at first glance? Being that we wanted fun and creative clients, it was a must to bring some of that to the brand of J.A.P. When we first started we had no clue and named the business Artistic Focus. After trial and error we felt we needed to not only "sell" photography but also the experience of the photographer himself. So changing the name of the business to the name of the photographer was not only selling photography, but selling the person taking the pictures. The brand I chose was inspired by one of my favorite comedians logo and made to fit me. The font used is the same font from Pac-Man on the old Atari.
People who played these games or have seen the comedian can recognize that as well.
Web Presence - I have visited a lot of great photographers websites and have been introduced to elevator/Kenny G music way to many times. Do you know why I don't use elevator music on my website? For one, I don't want to work with clients who listen to it. I want to work with clients who have similar interests as me, for they are the ones I usually get along best with. When visiting my website you will be welcomed by some Rock n' Roll, because we want Rock n' Roll clientele. Musical interests are actually pretty important when someone is seeking someone that they can spend the whole day with on their wedding day. Are the fun Rock n' Roll clients gonna get all pumped up to work with you if your awesome photos are accompanied by some Enya. I don't think so.
J.A.P. has never spent money on advertising and only uses word of mouth as its main source of marketing. Being that the name of the business is my actual name, people will associate me with wedding photography at all times. So your always advertising anytime you are in front of someone. So be yourself whether in the studio or just visiting a coffee shop. Don't pump up yourself to be something you are not. If I use the word "chillax" with someone in everyday conversation, I am going to use it with my clients as well. Get clients who love you for you, not perception of who you may be. If you are who you hang out with, wouldn't that be the same for someone else? With that being said, if I want clients who wear Ed Hardy, want to have fun, and need a creative edge, shouldn't that be what they see all the time. Think about your close friends. Probably listen to similar music, wear similar clothes, etc. Shouldn't your clients be the same? Be a friend, be someone who they relate to. Always, always, be the billboard of your own business. If you're not a suit and tie guy, don't pretend to be one. Your clients will pretend as well and it will not be pleasant. However if you are a suit and tie guy, do not pretend to be something that you are not.
Challenge yourself to be yourself and sell yourself. Good luck.
- Jeremiah
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