Zenologue

So many photographers (myself not excluded) have made the mistake at one time or another of ignoring their current clients. Some even make the worse error of referring to them as “past” clients.

The truth is that when someone becomes a client by allowing us to create photographs for them, we ought to treat them as though they are clients for life. They are now an integral part of our business family.

The only way to make sure that these people feel valued and a part of our family is to keep in constant contact with them – but without committing the sins of spamming or making them feel as though we’re constantly trying to sell them something.

So how can we keep in touch with our clients in order to remind them we’re there for them the next time they might be in need of photography services?

There are actually many ways, some of which might be obvious, others more subtle, but nonetheless extremely valuable:

• Newsletters
• Emails
• Phone calls
• Facebook and other social network interactions
• Birthday cards
• Holiday cards
• Anniversary cards
• Thank you cards
• Referral and reward programs
• Special studio events

With all of these methods, don’t consider them as marketing in a traditional sense, but think of them more like “touch points”. If all your newsletters are simply sales letters in disguise then your efforts may result in the client unsubscribing because they feel they are being sold to far too much. Keep newsletters to a more general or personal level with only the briefest mentions of special offers etc.

Cards in the mail, especially handwritten ones, are an amazing way to give your clients a feeling of personal attention. Send a thank you card after a consultation, when a client books, after a sale etc. If you photograph weddings, then a card on their anniversary says that you remember them – you can even include a complimentary portrait session as a special gift to encourage them to come back to the studio.

Occasional phone calls are also valued and very persona in nature. Everyone is busy these days and nothing says that you value your client more than giving up some of your valuable time to talk to them on the phone, perhaps to follow up after a sale or to simply check on them and pass the time of day.

Make it a point to cultivate your current clients and you will reap the rewards. After all, we know that it can be many times more expensive to find new clients than it is to keep the ones we already have. Don’t be misled into thinking that people will only buy from you once!

To sum up the intent of all this communication – in my opinion, I feel that people are best sold on you when they feel they are not being sold to.

Marketing client communication, Marketing, professional photographer