We're in the images business. Having many sources of eye stimulation for clients is as important today as it ever was. We show them albums, portrait samples, a web site, and perhaps even slide shows on a computer or TV at the studio.
But are you offering anything that they can take with them? Do you have a visual presentation that you can mail? Here's a different twist on an old idea.
Sure, you can send them to your web site to view your beautiful samples in an award-winning (and sometimes slow and frustrating) Flash presentation. But with most prospects spending less than 90 seconds on a web site, is this really the best way? When potential clients are on the web they are under the temptation to keep on clicking, keep on researching. Their time is short and they have other photographers to check out. You cannot afford to lose those prospects that have already made contact.
What if they were to have your image samples on a DVD, in a slide show with music specifically promoted to watch on their HDTV? With this, you will be asking them to give you their total attention, from loading the disc, sitting down, selecting the show, watching image after image pass under soothing new age music. Now I know this is not necessarily new. Many successful photographers send clients discs with image samples to review. Some pros even create impressive and elaborate multimedia shows.
The key to my suggestion is based on the importance of title and packaging. Don't promote and offer a "disc of samples". It's boring and just sends your client back to the web site. Instead, send your prospects an "Inspiration and Idea Disc". Give your disc a title with a hook. Which one would you view if you were a client - another typical disc of samples, or an "idea disc"? Every prospect is looking for ideas during the shopping phase. Tell your prospects that the DVD you are sending is for watching on their HDTV. Let them know that if they watch it in their computer they will not get the desired impact or proper view of the details.
It's equally important to let your prospects know that their idea disc not only has many samples of the photography you have done for others, but that you have included many images of details or products, architectural locations, flowers and decorations, table arrangements, dresses, and much more. If they see your disc as something they should watch in its entirety, you will have their attention for twenty, thirty minutes or more. And they are likely to watch it several times if they see photos or ideas they would like to review again and make a note of.
One more important suggestion. Every 12 to 24 images throw in a slide of your studio logo. For a more subtle approach, watermark every 12th to 24th sample image with your logo.
The idea disc can be adapted to any specialty: family, children or senior portraits; weddings; fashion; commercial; aerial and other work.
Be sure and distribute your idea disc not only to prospects who call you on the phone, but also to vendors who recommend you, and to past clients as a way of reminding them of your availability.
Bill Hitz