What I love best about 4th quarter each year is how much EASIER it gets to find clients who need photography. What makes this time of year different? The HOLIDAY season! It means everyone starts thinking about their holiday card. And we know people LOVE sending holiday cards with images of their kids, pets…..even the entire family.
But creating their own photo holiday card becomes one more thing to add to a client’s long to do list. So how can you make it easy for them….. and put $5,000 in your pocket with a single template? Try this simple photography marketing idea. It works for me every year!
Step 1: Review all the sessions you have photographed this year so far.
Weddings, engagements, kid / family sessions, senior sessions & pet sessions. (The only type of session this won’t work for is boudoir and head shot clients.)
When you photographed clients in January – August, they weren’t thinking about holiday cards yet. But now they are. You already have incredible images that can be included in a photo holiday card from those session earlier this year. There’s no need to photograph a new session. Use images you already have!
Step 2: Choose 25 of your favorite sessions from this year.
These are client sessions with clients we call GUSHERS! You know – the type of clients gush about you and who loved their images. They likely have additional budget to invest on something they value (your photography). They are well connected in your community, so they likely send several holiday cards each year. Maybe they are business owners or work with the public. They may have a lot of local family. And their friends and family are people who you would LOVE to have as clients.
It’s simple. These are clients who you want to create holiday cards for because:
Your images + their a holiday card = HUGE visibility to your ideal target audience and new referral business for you!
Step 3: Pull together a mock-up of a holiday card for each of these clients.
Purchase a fresh holiday card template collection like this one. It’s affordable and unique!
Step 4. Give your client a call.
Invite them to stop by the studio to show it off (and sell it to them).
Or drop the mock-up in the mail to them with a note that says, “Would love to have these professionally printed on photo paper for you to use as a holiday card this year. Give me a call by Friday and let’s get these ordered for you in the next week!”
Most clients print 100 cards. So let’s do the math.
10 clients print x 100 cards x $5 / card = $5,000 from one simple template.
Not sure your clients will pay $5 per card?
The Hallmark photo cards that a client includes their own 5 x 7 snapshot in costs nearly $5 each. And the quality of photography isn’t nearly as good as your professional photography. If you need to charge less for your market: no problem. Just make sure your costs are covered in what you charge your client.
And remember, you’re getting FREE marketing when they put your images on their card because your logo or studio name is on the back of each card you create for them.
By providing your clients with something they already NEED – a holiday card – you can add a little cash flow to your bank account this fall. And when you offer your clients holiday cards NOW, before they have blown their holiday budget on gifts, the likelihood they will say YES increases.
Ready to sell holiday cards to your clients? Go here and start selling now!Download Sarah’s free guide on How to Sell Holiday Cards: 9 Tips for Success here.
Sarah Petty is owner of Sarah Petty Photography in Springfield, IL (sarahpetty.com) and The Joy of Marketing (joyofmarketing.com) where she teaches professional photographers who to make money doing what they love. A highly-acclaimed marketing speaker, New York Times best-selling marketing author of Worth Every Penny: Build a Business that Thrills Your Customers and Still Charge What You’re Worth, MBA and photography marketing teacher, Sarah has inspired thousands of photography business owners to use beautiful marketing to take their business to the next level.
Do you feel overworked and underpaid?
Does it pain you to deliver digital images...but no album or wall portraits?
Do you believe in tangible products, but don't think your market can support higher priced items?
If you answered "yes" to any of the above, you're not alone and there IS a solution: In-Person Sales. There's no limit to how much more money you can make by providing IPS instead of online sales or shoot & burn. Or how many hours you'll save because you'll be able to shoot fewer sessions to generate the same revenue. Or how many hours of sleep you'll get because you won't be worrying about money.