1 Question to improve your business

But I'm genuinely surprised to learn that so few photographers do this.

I read this quote yesterday and it reminded me of a teachable moment I experienced in my business.

"Left alone, copywriters write house ads to impress other copywriters, and art directors make layouts to impress other art directors. But trendy layouts and fancy copy don't impress prospective clients..." - David Ogilvy

Photographs taken almost purely to impress other photographers isn't something people like to speak about - but let me tell you, it definitely exists. Widely.

And I'm sure these people aren't bad people, as people are basically good, they're just a bit misguided.

Now if you have a strategy for marketing and selling your services, when you come to deliver your work to the clients, everything about the work itself and how it's delivered will be part of a whole.

It'll mean everything that your marketing has pointed towards. They'll love it for exactly the reasons they commissioned you (and might even get more than they expected, too).

But if we assume for a moment you haven't quite worked out that perfect strategy yet, here's one question you can ask to help improve this part of your business:

Ask your clients why they commissioned you.

It's that simple! When they've signed and they're happy moving forward, ask them why they've chosen you, and over anyone else.

And the answer might surprise you if you're first starting out, but it's nothing to be scared of. This is something you can use in your marketing, and filter it down into how you operate.

p.s. just to add, ask as many people for an extended period to build up a map of why people hired you. Then look for trends and try to build something around that.

Does it bother you if they say something like 'I just liked the sound of your name'?