value

A jack of all trades, a master of none.

When a photographer tries to be a jack of all trades, they may actually harm their business.

The Dilution Model [link to PDF] suggests that when a business tries to do too much, customers will have a lower opinion of that business. Or to reverse that, when a business specializes, that business will be considered to be an expert.

Which is the better inkjet printer: a machine that’s only a printer or one that’s a printer, a scanner, a copier and a fax machine?

Which has the best pastry: a bakery that sells only pastry or a store that sells coffee, soup, sandwiches and pastry?

Which is more knowledgeable about bicycles: a department store, a sporting goods store or a bicycle shop?

As a photographer, you have to do multiple types of photography to stay in business. But if you spread yourself too wide or if you’re just vague about what you do, you will reduce the perceived value of your photography.

A customer’s perception of your business directly affects how much they’re willing to pay for your services.

A lot of folks are either having a good laugh or scratching their head over the $500 bridal selfie stick that was shown at a New York fashion show.

The boutique clothing designer said the selfie stick wasn’t just a fashion runway prop but that it’s a real product. She even claimed the product was already out of stock. (Out of stock even before it was in stores?!)

A bride could easily buy a cheaper selfie stick and decorate it themselves but they won’t have a “designer” selfie stick. Of course, no one should have a selfie stick or even a pair of selfie shoes ;-) but that’s another post.

Who would buy a $500 selfie stick? Someone who thinks it’s worth $500.
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Photographers are often told to sell value rather than just pictures. But when it comes to value, there can be a disconnect between photographer and customer.

A photographer generally tries to sell future value: how the photos might be used and enjoyed in the future.

But a customer often sees only the immediate value: the cost of the photography today.

If cost is greater than perceived worth then the customer won’t buy.

It’s difficult for any business to sell the future because we only see the present and we only know how we feel today.

A solution is that you have to realize that it’s not about cost, high or low. It’s really about worth or the lack thereof. If a customer sees little perceived worth today then your only option may be to lower your price and even that may not be enough.

Having to discount your prices is proof that your current marketing has failed.

Once you understand that worth is related to trust, then perhaps you’ll change your marketing to build trust rather than to promote low prices.

Customers can, and want to, feel trust today.