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Hey, what’s up guys? Chris here from The Printmaker System. And over the next four episodes we’re going to be talking about what I call The AEDD Framework.
That stands for Attract, Excite, Delight, and Deliver.
This is the backbone of a very successful in-person sales process, and it is really simple to do.
AEDD Step One: Attract
So today we’re going to start talking about the first step in that process and that is Attract.
What this step is all about is attracting the right people to your business. That is, attracting people who want printed products and who are more than happy to pay for them.
In order to do that, we really have to set three main expectations everywhere someone touches our brand.
The 3 Expectations You MUST Set To Sell Photo Prints
So everywhere someone sees our work, we want to set expectations for
- Price, what price they’re going to pay us,
- What Products they’re going to get from us, and
- What Process we’re going to use to get those products.
So price, product, and process.
The Most Important Print-Selling Expectation
The one that I think is the most important is a Product because it kind of implies the other ones. If I’m showing products everywhere someone sees my work, well then they can imply that hey, you know what? This is going to cost me more than just digital files and there’s probably a process involved to get these. So it kind of implies these other two expectations.
I think that it’s going to get you the most bang for your buck though.
So if you’re just looking and you’re saying “okay, I want to start setting expectations, but I only have time to set one” Okay, then make it Products.
How to Set Product Expectations
And this is really easy to do.
Every single place that someone touches your brand, everywhere they see your work, you want them to see it as the product you want them to buy.
Doesn’t that make sense, that if we want them to buy wall art, we should be showing them all art?
Doesn’t it make sense that if we want them to buy an album, I’m going to show it as an album?
And really right now, what are you showing? If somebody goes to your website, they just see images on a screen. They’re literally looking at digital files and you’re implying that this is what people come to you for.
By doing this instead, where everywhere someone looks at your brand, everywhere they see your work they see it as the final product that you want them to buy, it starts to set you apart as the person to go to in your market for that product.
So I think that that’s the lowest hanging fruit.
If you’re going to do anything today, go do that. Start showing products everywhere.
And shameless plug here, if you go over to swiftgalleries.com or theprintmakersystem.com and sign up for a 14 day free trial of Swift Galleries, you can create unlimited wall art mock ups and start showing those everywhere someone sees your work.
So just to give you a couple of ideas on how you might be able to use this.
So instead of doing a big teaser posts, just do a teaser that is a wall gallery. You can show off four or five of your favorite images on the wall and it’s showing them hey look, this is what I think my work should really be, how my work should really be displayed.
On your website, add wall galleries portfolio. So up along the top you have high school seniors and weddings and families. Add fine art wall albums or custom wall galleries and put those wall galleries in there.
Instagram and Facebook Live
On Instagram, put your favorite designs from an album, like an album layout. Put those out there. If you have physical products, flip through one of your albums in a video, a Facebook live video or something like that.
As you start getting products in for clients, do little teasers of like oh man, check it out. You got your phone and you’re like oh, check it out. I just got so and so’s whatever and I can’t wait for you guys to see this.
Any of these types of things just continues to set that expectation that this is what people come to you for. And that’s what we want.
Setting Price Expectations For Your Photo Prints
Now there are still two other expectations we want to set, and thankfully those are really easy to do.
So, price is the next one.
What we want to do is we want to give our potential clients something to hold onto, but we don’t want to give them our entire menu of prices.
They don’t need to know what our 4×6 and our 5×7 and our 8×10, they don’t need to know what all of that costs. But they have to have some sort of idea of what they’re getting themselves into.
So a really easy way to do this is just have this one little phrase on your pricing pages that says
“Sessions are $150 and custom wall art galleries start at $1,200.”
Or fine art albums start at $1,000, something like that. That’s it. Now we’ve done what we needed to do. We’ve put that out there, they can see that okay, this is what people come to this photographer for. But we didn’t give them our 4×6 price to compare to some other photographer’s 4×6 price and all of that. They don’t need to know all that. They just need something to hold onto.
Setting Process Expectations
And then the last one is process. This one is also really easy to do.
So you can have on your website a page that says “Working With Me” and it just says okay, here’s the four step process that I use to get my clients the perfect images and the perfect products for their home.
- Step one, they come over or we do a virtual planning meeting.
- Step two, we do the session.
- Step three, we do the the image premiere and ordering session where you come over and help you choose all the perfect images for all the products that we’ve discussed so far.
- Then number four, I come over and deliver and install any wall art galleries that you order.
So something like that would be more than enough to set an expectation for process.
So here’s the key takeaway I want you to have.
There’s a four step framework. It’s Attract, Excite, Delight and Deliver.
We just talked about attract and in order to attract the right people to your business, you have to set these three main expectations and those things are product, price and process.
Everywhere someone touches your brand, you need to be setting at least one of those expectations. So they have to know what product you expect them to buy, what price they should expect to pay for that product and the process they should expect to go through to get those products.
All right, so I want you to go and start thinking about okay, where am I not setting these expectations? That’s what I want you to do this week, is look and say where am I not setting these expectations?
And if you want to be selling wall art and you have no idea how to start showing that, then I would love for you to head over to theprintmakersystem.com and start a free 14 day trial. We don’t even take your credit card number so it’s absolutely free.
So you can come over there and you could start creating these mock ups and showing them everywhere and it won’t cost you a penny.
So that’s what I got for you today. Thanks so much.
Up Next: Creating Excitement For Printed Products
Next week we’re going to be talking about my favorite part of the process, which is the E part, and that is the… Wow, it’s my favorite part and now I’m drawing a blank. Excite. Excite. How to build excitement throughout your process for those products that you set expectations for in the attract step.
So that’s what we’ll talk about next week and I’ll see you then.