One of the main functions of our marketing is to build our mailing lists (you are doing that, right?), so that you can send out a newsletter at least once per month to keep your prospects and clients reminded that you exist and to encourage them to make professional photography a bigger part of their lives.
Newsletters Aren’t Sales Letters
The newsletter should be exactly what the name suggests – a communication with news and information of interest to the client. They are not sales letters, full of offers, specials and promotions. Businesses that forgot this point have to deal with low open rates, fewer click-throughs and a large turnover in subscribers as people soon get fed up with being sold to.
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Do you send out a monthly email newsletter for your photography business? If so, kudos to you, this is another great way to “touch” your clients and prospects each month to keep your photography studio and your brand on their radar.
Perhaps the idea raises thoughts of, “I’d love to, but that’s all I need – more administrative work to keep me away from taking photographs!”
But then again, we need people in front of our cameras, right? In order to get those people where we want them to be, we need to market our services and get their attention. Not only that, we need to keep their attention once we’ve earned it.
If you aren’t sending out a newsletter, there are plenty of reasons why you should. Before I committed to sending one out myself, like many others, I was expecting Facebook, Twitter and my blog to do all the work that a newsletter should do. After all, it’s no big task to write a short blog entry to announce special portrait sessions. Adding a status update to Facebook is easier still and as for Twitter, well anyone can write 140 characters in their sleep, right? Plus, those things are a lot more fun than writing a newsletter – that sounds too much like being a journalist.
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