I Don’t Just Take the Picture. I Build the Experience.
As a photographer, I know I'm not the only person in the BVI who can take a good photo.
There are several photographers offering similar services, and some may even charge less than I do.
That's why differentiation is important to my business.
My goal isn't to compete by simply being the cheapest photographer. I want clients to understand the additional value and experience they receive when they work with me.
It Starts Before I Pick Up the Camera
Let's say a client comes to me because they need a photoshoot for their hair brand.
Before I even pick up my camera, I want to understand their vision.
What are the photos being used for?
Who are they trying to reach?
What does their branding look like?
What's their budget?
What do they want people to feel when they see the final images?
I'm not just thinking about taking a nice picture.
I'm thinking about what that picture needs to do for their brand.
Then We Build the Concept
Once I understand what the client needs, I can develop a concept around it.
Sometimes that even means building the actual set for the shoot.
I share the concept with the client, get their feedback, make any necessary changes and then we're ready to execute.
Even the little details matter.
A day or two before the shoot, we send the client a reminder through WhatsApp and email with their shoot details.
It may seem small, but it helps the client feel prepared and shows that we're organized before they even walk through the door.
The Photoshoot Should Feel Like an Experience
When the client arrives, the experience continues.
I offer them wine, juice or water.
They can choose their music to help set the mood.
I assist with posing so they feel comfortable in front of the camera.
Because I don't want someone standing in my studio thinking:
“Okay...what do I do now?”
I want the entire experience to feel just as intentional as the final photos.
The picture is the product. The experience surrounding it is part of the value.
That's Where Differentiation Comes In
Photography is something I share with my competitors.
We all have cameras. We all take photos.We may even offer similar packages.
Those are some of the basic things customers expect when comparing businesses.
The difference is how I deliver the service.
My original article describes these basic competitive expectations as points of parity, while differentiation gives the customer a reason to choose one business over another.
And It Doesn't End When I Send the Photos
After the photos are delivered, I don't want the relationship to simply disappear.
We reach back out and ask the client how they enjoyed the shoot and give them an opportunity to provide feedback.
Sometimes I may also give them advice on how they can use their images in their marketing.
And that conversation can naturally introduce them to other services available through Branded Creative Agency.
Someone who originally came to me for photography may eventually become a long-term client who also comes to me for graphic design and marketing support.
Competing on Price Isn't the Only Option
Another photographer may be cheaper.
Our prices may even be very similar.
But price isn't the only place where customers find value.
There's also:
Quality-Experience-Trust-Convenience-Attention to detail-The relationship.
That's why differentiation isn't simply about taking a better picture.
It's about thinking about the client before they arrive, creating an experience while they're there, and continuing the relationship after they leave.
The Takeaway
You don't always have to be the cheapest business in your market.
Give people another reason to choose you.
For me, I'm not just selling photographs.
I'm building an experience around the photograph.
And that complete experience is what can give a client a reason to choose me and, more importantly, a reason to come back.
What Makes Your Business Worth Choosing?
Understanding your audience, competition and what makes your experience different can help you market your business with more purpose.
Comments