The Money Message
See how John, a wedding photographer changed his sales message
and more than doubled his sales.
Wedding Photographer Captures Success
However, being good at what you do, doesn’t always create more success. You also need to be good at “selling” what you do. And that starts with the right message.
A professional photographer for many years, John specialized in wedding photography, and would often be invited to “pitch” engaged couples who were planning their weddings. John’s sales/presentation message went like this…
“Hi. My name is John. I’m a professional photographer with over 15 years of experience. I specialize in weddings, but also do corporate and portrait work as well. But, my real passion is weddings. I’ve done several weddings in the past, and I’ve done an excellent job. And I will do an excellent job at your wedding – guaranteed! So, please have a look at my portfolio and let me know what you think…”
Like all smart shoppers, most of these couples would meet with 2 additional photographers, listen to their presentations, and then hire the photographer they felt would provide the best job at the best price.
Unfortunately for John, most times he wouldn’t get the job. If fact, he was only getting 1 or 2 sales out of every 10 presentations he did. He couldn’t understand why? Did the couples not like him? Was it something he said?
John turned to the Message Masters™ Your Message Action™ consulting service for help.
Designed for entrepreneurs who want to “shake up their business”, Your Message Action™ is an 8 hour (2 hrs. per week in a one-month period) deep dive into your business messaging, to help you create the right message to the right person, the right way. And help you generate more leads, more sales, and more success.
During the Message Masters™ Strategic Marketing Communications Audit, John learned several things:
♦ The message you deliver in your sales presentation is OK, and probably the same as any other photographer that comes in to meet the engaged couple. But, OK isn’t good enough. The problem is that you don’t want to be the same as every other photographer. Or why would someone choose you? You need to stand out, be different and get noticed.
♦ The first rule of messaging is your message is only and always about your message recipient(s). It’s not about you. So, when you say things like, I specialize in weddings, or I love photography, my passion is weddings etc., no one cares (well, except for your mom!). People only care about what you can do for them.
♦ Your message should align itself with your message recipient’s needs, wishes or wants. And what do you think couples about to be married want from wedding pictures? Memories. That’s right. Memories that will last a lifetime. Put that into your message and you’ll increase your chances of success considerably.
John changed his message and changed his success…
Message Masters™ helped John change his sales/presentation message. John’s new message helped him stand out, be different, get noticed, and he more than doubled his sales. His new message was all about his prospective engaged couples, aligned itself with what his prospects wanted most (lasting memories), and sounded like this…
“Hello! My name is John and I’m not your average wedding photographer. Because the last thing you need is an average, run-of-the-mill wedding photographer. Any ol’ photographer can take pictures, but what you need for your special day, are memories. Memories that will last you a lifetime.
So, when you look at your wedding book, the next week, the next month or years from now, that same tear will roll across your cheek, the same smile will rise across your face, and you’ll remember this day for ever. Because, I’m here to give you memories that will last a lifetime.”
John’s new message was a great success. By positioning himself as different than ordinary wedding photographers and giving his prospective clients what they want (memories), John become the logical choice to hire.
John now wins roughly 8 out of 10 sales presentations he presents. He has more than doubled his sales, and is well into six figures in revenue. See what happens when you change your message? You ultimately, change your success.
Don’t you think it’s time you
changed your success?
Shake up your business and start to generate more leads, more sales
and more success, as you discover how to get people to buy into what you are selling.
Book a Your Message Action™ consult today.
About The Message Master
J. Brett Abbey is an award-winning speaker, author and marketing expert that helps you shake up
your business and generate serious leads and generous sales. A consummate professional, Brett has helped
large and small companies, enjoy multiple 6 and 7 figures in new business revenue simply by
showing them what to say in any business situation.
Read Brett’s full bio here… J. Brett Abbey