Part 4: Hot Buyers with Desires
In the previous section, you learned that everything we purchase has a desire behind it.
A much deeper “why.”
A much deeper goal we want to attain, or negative result we want to get away from.
And your potential clients, your BEST clients, have the same.
The thing is…
They are already paying money to get what they desire.
But likely not from you…
Really think about that for a second.
These are people who are already putting money down to get the desire they want.
They are the most EAGER of buyers.
They put their money where their mouths are.
They are already seeking a solution to their goals or to get away from what they don’t want.
Yet, they don’t even know you can give them MORE of what they desire.
I call these “Hot Buyers with Desires”
The stressed out mom who just wants to feel appreciated may be buying her kids new toys, tablets and fancy watches.
The woman who wants to feel good about herself again and have self-belief is buying lip gloss, eyelash growing regimine, or even just whitening toothpaste.
The mom of a tween girl wants to feel like she’s being a great mom, and is buying parenting books, buying her tween new clothes, and putting her tween into every sport and activity imaginable.
The couple who wants the freedom to not be tied down to a location or mortgage is buying timeshares, campers (lol), or even a bike.
The “freedom” one isn’t exactly photography related...but the first three are. And they’re just the tip of the iceberg of what desires we can (and do) fulfil with our photography.
Your best potential clients are already spending money to get the result: a desire.
Yet they probably don’t know you can give them a better result, that they won’t grow out of (clothes)...
That won’t wash off (lipstick).
And that over the course of a year will probably cost less…
I mean, how much do we women spend on beauty products/clothing/things to make us feel confident every year?
I’m sure it’s a big dollar amount.
So the big question is, how do we LINK our photography sessions and products to the deepest desires?
Or, put another way, how do we fill in the gap between the sad face and happy face, much like what happened in the story of the big camper purchase for my husband and I?
If you’re wondering specifically how I create experiences in my marketing, you’re in luck.
First, if you’ve purchased any of my courses in the past, the copy and paste email and social media templates, when looked at, should give you more than enough to make it obvious.
I tell stories.
I give my audience instructions.
I ask them questions.
I use movie quotes.
I show instead of tell.
I create a narrative that leads them to the belief that my photography session and products will bring them closer to their desire…
Be that feeling appreciated, feeling like a good mom, being happy with themself as they are, or taking a tiny bit of pain out of the life of their tween girl.
It’s created bookings of the right kind of clients, who value what I do and are pre-sold on me before they even inquire.
And even when people don’t book?
They still thank me for my marketing.
Even share it with others.
In one of my most successful booking campaigns yet (August/September 2018), I used this quote to create an experience for my audience.
It can relate to probably ALL women.
And can link in many different ways to many types of sessions and desires…
Think of this as just one tiny example of creating experiences with our potential clients:
““When we’re little girls, we have all the confidence in the world.
We let our bellies hang out, and we just dance and play,
Pick our wedgies, and then these things happen that make us question ourselves.
Somebody says something mean to you on the playground,
And you doubt yourself over and over again until you lose all that confidence, self esteem, all that faith you started with is gone.
But what if we didn’t let those moments get to us?
What if we were stronger than them.
What if we didn’t care about how we looked
Or how we sounded
What if we never lost that little girl confidence?
What if when someone tells us that we aren’t good or thin or pretty enough we have the strength and the wisdom to say -
What I am is BETTER than all that?
Because what I am is ME. I’m me. And I’m proud to be me”
-Amy Schumer in the move “I Feel Pretty”
SECOND SIDE NOTE:
If this “different” kind of marketing, that creates experiences AND leaves your potential clients thanking you for your marketing is something that interests you…
...remember to check out the Invisible Client Attraction Protocol (ICAP) soon - the first group of students will get an early bird discount, and some extra fun stuff too ;)
The first THREE people to purchase will get some one-on-one time with me as well...