Earn From Old Clients by Joshua Hudson

If you want to earn more money in your business, you only have a few choices.

The typical mind set for those who want to be elite photographers is the theory of "the ten thousands dollar wedding." That is, instead of shooting 50 weddings a year at $2,000 packages you will shoot ten weddings a year at $10,000 a package. Market for the rich and you will be rich yourselves.

Well the reality is, that few people work in those markets for a reason. Part of it does play into luck, but most of it falls into selling yourself. And most of us are not the fish froo-froo crowd sort of photographers. I know that I would be much more comfortable shooting the Beverly Hillbillies than the Beverly 90120 crowd. I just like down to earth people.

So how do I increase my profits without increasing my client list of people with Donald Trump bank accounts? Well, I can reduce cost, attract more clients or sell more to existing clients.

Considering that in our efforts to become remarkable photographers in comparison to our professional brethren-- I doubt that many of us are running huge profit margins. And yet, I am always amazed how a fresh face can come into any business and find wastefulness. When I first started out, I thought I would save tons of money by buying a professional printer and printing on my own. It became clear that my time and ink were costing me a fortune. I then went to a decent printer that was very very cheap. However, I learned quickly that cheap prints came at the price of cheap service. Lesson of Hard Knocks number 2: there is a reason why people pay more.

Joshism: "Sometimes you have to spend money to save money."

Attracting new clients is the name of the game for us. 90% of our job is hitting the pavement and scouring the world for new sources of income. I write enough on that.

But what about people you have already worked with? What do you do with them?

I know some people send updates and cards to them. Which is good because that keeps your brand name fresh in their heads when you cross your fingers and hope they give you referrals. However, why aren't you trying to get them back into the studio for more work? Sure they are married, but if you did a great job, then why aren't you getting them to come in for portraits? If they have a business, why aren't you offering to do corporate work for them?

How much cheaper is it to work with existing customers? You have established credibility and value of your work. If you did a good job, then you have a trust built up that you could NEVER have with new customers.

As another example of a service business--- if you find a mechanic that does a good job at a good price that makes you feel confident in their business, don't you go back and back again? Isn't that true with a barber or carpenter? Then why isn't it true with photography?

The trick is to stay on clients. You can't see them as fish that you have already caught and put in the bucket. Once you are paid, those clients are set free into the pond again. You have to remarket them all over again. The only difference is that they are more easily enticed because they know you have the goods.

This doesn't mean that you are continually putting the "sell" on your clients. That is just annoying. But there are lots of ways to educate them on how your photography isn't a one trick pony either. That you are a valuable service in lots of areas of their lives.

A. Focus on common solutions to their businesses marketing problems. Photography is a communication tool. In those lean months of November, December and January make yourself useful as a commercial photographer.

B. Focus on the importance of documenting all the fleeting moments. First comes love, then comes marriage, then comes the baby in the baby carriage. Who is going to shoot those photos? Are you a portrait photographer as well as a wedding photographer? Could you use those skills as album maker to make a "day in the life of album" as well as a wedding album?

C. Why keep it at home? Nothing builds credibility like a portrait. Corporate portraits are just as important as the ones at home. Ask them if you could talk to the boss. The client is a hero for finding someone good and you get business.

I could go on and on with ideas. But the point is to remarket your clients with other skills that you have and think outside the box. And strike while the iron is hot too. Get them while they are glowing from their new wedding album.

Before the ink is dried on that check---start earning from those old clients!