What's NOT working for you?

[Justin Lukasavige]

We all have things that aren't working for us in our businesses. As opinionated entrepreneurs we tend to bore full steam ahead and try to make everything work.

If you have had a revelation of something not working in your business (or something that hasn't been as effective as you would have liked), would you be willing to share it and help us all gain some insight?

I recently pulled out of a BNI group. It was working for me, but I'm replacing it with something that will be working even better for my business.

Thanks for sharing. When we help each other all of our businesses will THRIVE!

[Julie Wall]

The short list would be what IS working for me, as it's limited to word-of-mouth referrals. I also know that my pricing schedule is probably putting a lot of people off, but that's ok. I'm not your WalMart caliber photographer that gives you a ton of prints for 99 cents.

I know that it's quality as opposed to quantity, in both customer base and the finished product (although I provide both). I also know that the economy isn't really working in the small business person's favor right now. Any ideas to help get my business out there will be appreciated.

I know my marketing campaign isn't working (you get what you pay for, but right now, I simply don't have the budget for mass mailings, print ads, etc.).

What makes it additionally diffucult is I have a "day job" that occupies 40+ hours per week until I can get this business off the ground. That is a bit of a road block to me, as well.

[Justin Lukasavige]

That's funny Julie, I used to have a very short list of what is working just like you.

I agree you shouldn't price like WalMart. That puts you in a mode of competing with them on price and I'm guessing your quality is a lot better. There's a dry cleaner that has a sign on the wall above the register. It listed this:

1. Quality
2. Service
3. Price

"Pick Two"

It's pretty true, you can't have all 3 in a business and I don't think you should either.

Referrals is a very powerful way to build your business and one of the best. It's only one of seven promotion strategies I teach. It's a tough balancing act to grow your business while working 40 hours on the side. I spent nearly 2 years there before making the leap and now I'm loving it!

You also make a good point about cost - mailings, print, etc. But I don't think you usually get what you pay for on those. Advertising is almost always the most expensive and least effective form of marketing, but it's what almost every business focuses on.

Keep this formula in mind:

Intention + Mechanism = Results.

We can treat this as a simple math problem. First we need to determine the results (phone rings or website visited, etc.). Second, determine your intentions. What do you want to say to your target market? The very last part of marketing is then determining the best mechanism to reach your market.

Contrast that example with what most business owners do...

As business owners we tend to first focus on the mechanism. We buy an ad somewhere and then we figure out what it's going to say. We sit back and wait to see what results come from it. This is so backwards!

[Julie Wall]

Well, as business owners the result that we all want is clients/customers.

Now, as a portrait photographer, my intention is to provide families/individuals the absolute best portraits they can get in a relaxed, casual, fun atmosphere. Most people turn to stone in front of a camera, so I interact and "play with" my customers to make them feel comfortable, and then just start shooting.

At some point, I would like to take some of my samples, and find a way to display them in establishments that my target customers frequent (i.e. upscale children's clothing stores). I realize that most shop owners aren't going to want to even think about it unless there is something in it for them, and understandably so. Perhaps a shoot in exchange for brochures and/or a print or two in their shop.

And I agree with you regarding the three ideal qualities in a business, and I shoot for quality and customer service.

I just know that with no income, there are no advertising dollars, but if that is the least effective way to go, then no harm, no foul. :) So that's good news, anyway.

I am going to have a booth at the Lucama Spring Fling Festival next month to display and sell my landscapes, but I also plan on having my portrait portfolio books and business cards out there, as well. If nothing else, the traffic value should be worth something. :) Perhaps some public face time will help a little bit.

I'm really looking foward to seeing the responses that this thread receives.

[Justin Lukasavige]

I focus on low-cost and free marketing solutions with my clients and I think you're on the right track. Don't settle for just clients/customers as the result. Define what you want them to do. Do you want them to call and request a free photo shoot? Do you want them to visit your website, cash in on a special offer?

The outcome of these will be more clients, but you must define how you will drive that.

You're certainly on the right track here Julie!

Have you considered selling online with sites such as iStockphoto?

I like your idea to put them on display in restaurants and other establishments.

[Julie Wall]

Hi, Justin...I actually registered with several stock photo agencies, but in order for that to be profitable for the photographer, one must sell quite a lot of images. I do primarily portraits and landscape/artsy type photos, and there isn't a very large market for those. I do, however, actively participate with PhotographersDirect.com, which is geared more toward the photographer than the shopper, so to speak.

At any rate, my ideal result would be for them to request/book a photo session. I can't afford to do many more freebies at this point in time, but I sure would be willing to knock a percentage off their selected package price for first time visitors. We do offer referral perks, as well, i.e. a free 8x10 enlargement for the referring party should their referal complete a session, and a military discount.

Our prices range from $35.00 all the way up to $395.00, depending really on what the client is interested in. Our e-packages are popular with the do-it-yourself-types that prefer to have their pictures printed themselves. We also have the more traditional packages, where proofs are available for viewing online, and they purchase their enlargements a la cart.

We are starting to accumulate contacts via the web site, and have thought about the direct email route, to send out new pricing, special offers, etc. Has anyone had much success with that route?

I know I'm probably bugging you to death, here, but please know that every bit of input is very VERY valuable to me. :) Thank you so much!

I also added a small portfolio album on my page to illustrate my work. I'll be adding one for my landscape/art images soon, as well.

[Don Crouse]

Hi justin and julie:

I just joined the group on Justin's invitation. You guys are having a great discussion with lots to think about.

A key component in determining success is setting aggressive yet achievable business goals. Once the goals are set applying Justin's formula in the context of achieving your goals will add to the effectiveness of the marketing plan (I'm going to try it out.) I forget the exact stat, but if you write down your goals and review them regularly you are much more likely to achieve them.

Another key component to successful marketing is analysis and measurement. One of the great things about Internet marketing is it is very measurable and tends to be a very cost-effective way to drive ROI. Even off-line tactics can be measured. For example Julie, the brochures you are handing out at the festival could have a distinct, virtual 800 number that rings to your business line. This is very cost effective and lets you easily measure how many calls and clients you generate from your festival booth. You could then have distinct 800 numbers for each of marketing tactic. Over time you will learn what works and what doesn't and you can focus your energy and money on tactics that you know are driving a positive ROI.

From my own business perspective, my biggest "not working" issue is meeting with non-decision makers. For example, I might meet with the marketing person in a small or medium sized family owned firm. This person might be tasked with developing the new company website. However, after collecting a few proposals they turn them over to the owner and they make a decision on price. Like Julie, I don't compete on price. I refuse to just build a website because a website alone will not help the business to grow. Websites need to be visible in the search engines for important keywords. Therefore, I include search engine optimization (SEO) in my website packages. If the owner doesn't understand the need for SEO I have very little chance of being selected. Any ideas on how I can increase my ratio of meeting with the true decision maker? When I meet with the decision maker I have a very good closing rate.

[Angel Lebak, Virtual Assistant]

Hey Julie - I am new to the group. But I had a thought. Have you tried to get into a "private school" to do pictures for the children? When my kids were in private school in NJ, there was an up and coming woman who "offered" very reasonably to take the kindergarteners pictures (complete with cap and gown).

This woman did SUCH AN AMAZING JOB, I couldn't believe it. She had such positive response, they actually used her for the entire schools pix the next year.

Just a thought - I know many private schools are having challenges with people losing jobs so they can't afford tuition.

And if you can get your foot in the door, EVERY family will need a family portrait done at some point...

Just a thought.

Angel ;o)

[Julie Wall]

Hi, Angel!

Good grief, I can't believe it's been a month since you posted the above and I am just now getting around to reading it. :)

We have had a busy month with our day jobs and things popping up in the household. I do know that we have three private schools in my market area, and that is something that I would absolutely be willing to do. :) (I love kids!)

Thank you for the idea, I will most assuredly be following up with this!

Julie

[Justin Lukasavige]

Wow, great info Don! Thanks for adding. Talking to the decision maker is huge! I realized that a few years back when I sat down to figure out why I wasn't closing. That hit me straight on and is something I continually have to be aware of.

I'm a goal setting fool and you can download for free the same worksheet my wife and I use each year at LukasCoaching.com/resources.

I talk about that sheet all the time on the radio; it's pretty helpful if you do it!

[Christine M. Hall]

Hi everyone! I just joined the group. I would love to share what is not working...giving free seminars! I have a College Consulting business. I work with parents and students in middle and high school. The intent is to assist families in planning ahead with curriculum and activities so that when they are juniors and seniors, they can find a school that fits them, complete the application process with the least amount of stress, and not worry about the fact that they should have taken this course or that test, etc. Essentially, I become the private guidance counselor throughout this whole process.

College Consulting is a huge industry in the NorthEast and West Coast. It is new here, so I have found myself having to explain what I do. The positive is that once people figure out what I do, I will have a huge market to myself, the negative, I really stink at this marketing stuff!

So, in order to get the word out, I have been speaking at luncheons, seminars, learning centers, etc. When I call to follow up, I get told that I was great and the information was wonderful! "Thanks, you gave us everything we needed!" Unfortunately, I haven't gotten a single client from these "informative" seminars. To make matters worse, people have started to refer me to others and I am getting calls from parents wanting my advise on how to problem solve. One parent kept me on the phone 2 1/2 hours and never called again. All this is free!

I know my problem lies in the fact that I am first, and foremost, an educator. As a former school administrator, I was expected to have all the answers. The more I knew and shared, the more the parents and students loved me. This doesn't work when you are running a business! I am good at forming relationships with families- I just can't seem to charge for it!

[Justin Lukasavige]

Thanks for sharing Christine. I do a lot of speaking for free and I've found that you must make an important distinction. I get a lot of clients from these appearances.

I think you'll find it helpful when speaking for free to talk about the "what" and the "why" and hint at the "how." When getting paid to speak you need to heavily focus on the "how."

I hope that helps!

[Christine M. Hall]

I've been told that I should be getting clients from my "free" seminars, but it has not happened yet. What am I doing wrong?