Interested in selling your photos? You might want to create a brochure, which could also double as website or other sales copy that promotes your photography. But if you’re new to sales, you might not know where to start.
Here is a worksheet you can use to start brainstorming what your promotional content should include…
Fill out each section
1) What is the unique selling point of your photography? This is the heart of any promotion. What is it that you do better than anyone else? What special problem do you solve? What unique approach do you use to making images that your customers want?
2) What is the offer? What do you want to give the customer? Is it prints, a web site, a slide show, an album, electronic files?
3) What is the call to action? What do you want the customer to do? Perhaps you want them to call for a free, no-obligation portrait consultation or you might want them to bring in a coupon good for one free gallery print with every one that they purchase…
4) What is your headline? This is the commercial for your offer. You need something that is short, direct, and to the point. I once ran a promotion for executive portraiture. My brochure was a simple 8.5×11″ flyer that said, “What’s Missing From This Picture?” The brochure showed a blank face and the punch line was at the bottom…”YOU!”
5) Close. This is the crucial step. Remind the customer of the call to action. Most sales don’t happen because the photographer simply failed to ask for the order.
6) Write. Put all these parts together to build your promotion.
That’s it. Good luck.
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