This is a webinar I did with ASMP Executive Director Thomas Kennedy on April 29, 2020 based on a speaking presentation I did for ASMP CT at Yale University on October 10, 2019.

The Four Key Parts To The Content Your Audience Needs, How To Show It, & Why

WHY YOU
WHY THEM
THE GAP
YOUR GOODS

CONCLUSION

Contents

This material has evolved over the years from my work with photographers, creatives, small business, and learning. It is a work in progress. The content below is presented similarly to the webinar I did with ASMP Executive Director Thomas Kennedy on April 29, 2020 and a speaking presentation I did for ASMP CT at Yale University on October 10, 2019.

I sincerely hope you find the subject matter I cover in this website helpful. However it should be noted that I, Cameron Sterling, am not using it to render you, the reader, professional services tailored to your specific situation, nor is it a substitute for my professional consulting services. The information is presented here for conversations tailored to unique cases.

INTRODUCTION

WHY IS A WEBSITE IMPORTANT?

The Four Key Parts To The Content Your Audience Needs, How To Show It, & Why

WHY YOU
Your Pitch
Your Brand Story
Your Philosophy

WHY THEM
Your Client Profiles
Your Services & Packages
FAQ’s

THE GAP
Risk
Calls To Action
Marketing

YOUR GOODS
Images
Galleries
Image Trends

CONCLUSION
Set Yourself Apart & Say Why

Introduction

I created this presentation to help photography businesses with their content strategy. As a professional photography business, you serve your client or customer by consistently delivering on the expectations your brand projects.

You are in business to solve someone's problem and to offer a transformative solution that is unique to your abilities, interests, and market.

You are a business person who uses photography as a tool to do business. Photography is your method of delivering a transformation, and that transformation is something people want and will pay for.

However, unless you can identify and articulate what that transformation is that your client or customer wants, and unless you can build a business that enables you to deliver this transformation effectively and consistently to the right people in a dynamic partnership then you do not have a business.

What is it about your business that makes it uniquely able to solve your ideal client’s problem? It’s your images, your brand story, your process, and your commitment to your business that differentiates you. 

What is it about your business that makes your solution the same as your client’s other options? These are the things that make you seem familiar, safe, and potentially a forgettable commodity.

Your skills and techniques keep your solution up to date, but this is simply your starting point. To keep momentum you need to know why your process works so you can adjust your content strategy as needed.

The dream of the photographer you want to be may not be commercially viable, so having a grasp of your market, sunk costs, and continually moving forward is essential.

I’ve presented the ideas here as succinctly as possible, explaining some parts more than others. Developing and implementing content strategy for your business takes focused work. This is where I like to begin helping my clients with their goals.

Why Is A Website Important?

People may hear about you by referral or Social Media, but they go to your website to learn more. 

When you get a recommendation, the first thing you do is Google it.

WHEN THEY GET TO YOUR WEBSITE 

• You only have a few seconds to make an impact.

• They need to be convinced you have a solution to their problem.

• If it doesn’t - they leave.

  A website with more noise than signal bounce leads just as much as one too minimal that does not provide context to your signal.

A WEBSITE ONLY DISPLAYING IMAGES & BASIC INFORMATION IS THE PAST

• A website today is your primary tool to motivate leads.

• The difference between a portfolio website & one that helps people become happy clients is...

• …it inspires your ideal clients to take action.

THE WAY YOU CAN DO THIS IS

• Put positioning copy (what you do, for whom, USP) on every page.

• Clear calls to action - What you want the visitor to do next.

• Go to a specific page, contact you?

• Show Testimonials & examples of work  - not limited to galleries

WHAT PAGES DO YOU NEED?

These are a few ideas. Use images and design on each page.

• Home

• About (your brand story)

• Work Examples (galleries for each congruent market type)

• Contact (your most important call to action moment)

• Services / Packages

• FAQ

• Testimonials

• Blog or articles (text helps SEO, social sharing, know - like - trust - remember)

• Philosophy (your why)

PEOPLE SCAN WEBSITES 

• For information that’s brief and relevant.

• As people scroll you can use more words.

• Give more text when people are ready for it.

Your Home Page Pitch

THE HOME PAGE

• This is your store-front.

• Your home page sets the tone – both visually and with language.  

• It helps your audience quickly understand & self-select your offer.

THE PITCH

• What is different & what is the same about your offer?

• What are the benefits of your business?

• Identify your niche. 

YOUR ABOVE THE SCROLL LINE OFFER

• Distill what you do for your ideal clients into one sentence.  

• The first images & text you see before scrolling down.

• This message is easy to understand & customer-centric.

• If you don’t say it you loose control of your brand narrative.

DESCRIBE

• Who you work with.

• What you’ll do for them.

• What results they will get.

• Don’t make your audience work to understand why they need you.

DO NOT SAY

• Why you’re better

• Your awards

• 10 other things you do 

• Discounts & Special offers

These things don't make much difference here in their journey.

YOU USE A VERSION OF IT IN

• The About section of your website

• Your social profiles

• New client emails

• Introductions

BELOW THE SCROLL LINE PITCH TEXT

• Go into a little more detail in a brief paragraph.

• How do your clients get started?

What it’s like to work with you is important but secondary at this point.

SEO BEST PRACTICE

• Search engines pick up on this text.

• Use your SEO keywords. 

WHAT IS YOUR OFFER’S VALUE?
Bain research identified 30 elements of value for consumers across four categories. Elements at the bottom of the pyramid meet functional needs and become more personal and emotional at the top. Which ones do you offer? Which ones do your clients need?

Your Brand Story

ABOUT ME

• This is where your audience learns about you.

• But in the context of what you can do for them. 

• It’s really, about why they should feel compelled to work with you.

People buy from people or brands they know, like, and trust.

Share Your Brand Story To  Build Emotion With Your Audience

Your about page should not be a series of events.

YOUR BUSINESS BRAND STORY IS 

• A key part of your marketing materials.

• It sets you apart.

• It helps people relate & align with your values.

• What part of your story do you have in common with your audience?

STATUS ALIGNMENT

• A lead is more receptive when they feel they’re on the same level.

• You have key experiences in common.

• Your lead sees you understand who they are, & how you fit into their world.

HERE’S WHAT I DID AND ACCOMPLISHED

• To get good.

• To earn your attention.

• & Why you should consider my solution to your problem.

INCLUDE WHAT OR WHO GAVE YOU 

• Confidence

• Tools

• Skills

• Drive

-to do what you do.

STORIES ARE THE VEHICLE WE 

• Connect.

• Create meaning.

• Share values.

• Share ideas.

STORIES HAVE THE POWER TO 

• Move us emotionally.

• Entertain us.

• Inspire your tribe.

 HIGHLIGHTS, TENSION, & DRAMA

Put together the best parts of the story for your audience. 

• You are the hero of this story.

• Use real moments of tension & relief

• This helps the audience to care about you & your brand.

YOU ARE AN IMAGE EXPERT

Use a photo of your self!

• Use a professional portrait that conveys “professional.”

• Let your personality differentiate & shine in your portrait.

Philosophy

WHY YOUR WORK MATTERS TO YOUR CLIENTS

• This is not a bio.

• This is Why do you do what you do.

• This is why you do it the way you do.

• This is why your business matters to your clients.

Who is Your Ideal Client?

WHO IS YOUR IDEAL CLIENT? 

This is your market avatar, the audience you are speaking too.

This helps you make a clear message about how working with you will solve their problem.

DO YOU SPECIALIZE?

• On a specific type of client with a range of services?

• On a specific kind of service with a range of client types?

PEOPLE LOOK FOR

• A specialist

• Or at least an expert

• Who can solve a specific problem quickly and effectively

• With low risk and high reward

WHAT DO YOU KNOW ABOUT YOUR IDEAL CLIENT? 

• What benefits do they get from working with you?

• Who are they individually?

• What are their challenges & aspirations? 

• What do they think they need?       &  What do they really need?

WHERE ARE THEY ON  THE ROGERS DIFFUSION CURVE?

• INNOVATOR

• EARLY ADOPTER

• EARLY MAJORITY

• LATE MAJORITY

• LAGGARDS

HOW DO THEY LIKE TO PURCHASE SERVICES?

• What has changed with COVID-19?

• Research their past projects for purchasing patterns.

• Seasonally or yearly for campaigns or projects?

• Through an agency, rep, or directly with you?

Services & Packages

Services and packages enable your audience to quickly see your solution to their problem.

WHAT SERVICES DO YOU BEST PROVIDE?

• What are you exceptionally talented at?

• What services do you enjoy providing?

• How do you offer added value outside of deliverables?

SERVICE TYPES HELP YOUR CLIENTS

• Quickly understand what you do & how it benefits them

• See themselves & their challenges in your offer

• Quickly identify which is best for them

SERVICE TYPES HELP YOU

• Tailor services to meet your clients’ needs

• Create services around your skills, interests & market opportunities

• Pre qualify clients

• Communicate what you offer & how people can work with you

• Charge higher rates for specialized services

FAQs

THE FAQ SECTION

Whether you work with experienced buyers or people who rarely buy your service, an FAQ page will help you and them.

WHAT IT DOES ON THE SURFACE

• Answer questions & objections you know they have

• Answers questions before you talk

• Gives you a place to explain how you work

• This isn’t a contract, it’s a conversation

WHAT IT DOES UNDER THE SURFACE

• Guides the type of questions

• Shows your an expert with experience 

• Shows you have empathy for their perspective

• Shows them industry norms

WHAT ARE FAQS

• What are your boundaries, nights & weekends?

• Why do you specialize

• Do you work alone

• Pre & Post production services

• Payments

• Safety on set

RISK

CONVERSION WORKS WHEN

• You apply empathy for your audience by delivering your message to a specific person, in an appropriate medium, time & place. 

• You’re leading them to a destination they truly need.

• They take a risk & trust you will deliver on an expectation.

TRUST

• Trust is part of being a compelling brand.

• A compelling brand is true to its brand story & doesn’t deviate.

• Trust is when you demonstrate you know the overlap of what you want & what your client wants.

• Trust is when you show who you are & make an emotional connection.

• Trust comes from helping your client make an informed decision.

• Trust is not about being liked…

• …it’s about being the right choice for the client’s problem.

A BRAND IS AN EXPECTATION OF AN EXPERIENCE.

• The buyer's risk tolerance determines if they act on their belief that the offer will meet expectations.

• The brand then becomes a delivery on a promise.

• People trust brands that deliver predictably on promises. 

THE RISK GAP

• Every decision we face factors in uncertainty. 

• We like routines & familiar things because there’s certainty & efficiency.

• When your mind wants certainty,

• But your intuition knows the odds are not certain, 

• You experience a risk gap & back away.

TO REDUCE BUYER’S RISK

Show you’re an expert at the problem they need solved. 

• First, identity the problem they need solved.

• Take a point of view.

• & Offer a thoughtful solution to their problem, treatments & case studies

BUYER’S RISK REDUCTION IS A JOURNEY THROUGH YOUR CONTENT

• This is your lead’s journey through your website.

• This is your concise & purposeful image gallery sequence.

• This is a case study you write & post on social media.

• This is how you solved a problem & what the outcome was.

NOVELTY & YOUR U.S.P.

• Novelty produces intrigue & avoidance.

• Avoidance is not going to help you get business.

• New & different things attract attention quicker. 

• However this can trigger anxiety.

• The desire for safer familiar choices often wins over novelty.

PEOPLE WANT

• Products & services proven to work.

• Solutions that align with their values.

• Or Solutions that confirm their membership in a tribe.

• The bigger a decision is the more likely one is to be risk averse.

EARLY ADOPTERS

• Try unproven products, services, - like new photographers.

• They take greater risks on new ideas & ways of working.

• They take pride in this tribe.

• Indie publications & small brands fit in this category.

NOVELTY Vs. FAMILIAR

• Your USP is normal in every way except for one key difference.

• Show the buyer why this one key thing is the new standard.

• Look at Apple & their newest media ports!

RISK TOLERANCE

Everyone has a different tolerance for risk - novelty

• Go past this point & people back off - anxiety takes over.

• People add up risks - not just how big they are.

DEFINE THE RISKS FOR THEM IN YOUR FAQ & PITCH PARAGRAPH

• Explain the things you know are novel or scary about your offer.

• Talk about the familiar aspects of your offer.

• Explain how the status quo is over.

• Then explain why your USP is better. 

• & becoming the new normal.

TESTIMONIALS

• Testimonials are social proof & reduce buyer’s risk.

• Social proof is more powerful than what we say about ourselves. 

• Testimonials show a happy ending to the story of working with you. 

CTAs

CALLS TO ACTION

The purpose of your website is to create calls to action.

• Your business serves customers, but…

• Your business also needs to stay in business to do this.

CTAs ARE LIKE STONES TO CROSS A RIVER.

BUTTONS LIKE “LEARN MORE” ARE WAY FINDING

THEY HELP PEOPLE KNOW WHERE TO GO NEXT.

CTAs IN ALL SHAPES & SIZES

• Learn about your services? 

• Schedule a call?

• Opt-in to your mailing list?

• Go to pages on your site? 

• Social media buttons

KEY PLACES TO PUT A CALLS TO ACTION

These are located on the path of your pitch.

• Top right of your website

• Center of the screen above scroll line

• Footer

• People scan for prompts to take action.

• If you don’t ask people to act - they won’t.

• On every page, invite the viewer to take the a step towards working with you.

TRANSITIONAL CTAs

Ask them to spend more time with you.

• Opt-Ins -> A simple downloadable pdf document

• Articles

• Podcasts

• Zoom meetings

Marketing

Marketing Types

• Brand Marketing

• Direct Marketing

• Content Marketing

• Native Advertising 

• Guerilla Marketing

WHAT’S THE OBJECTIVE?

• Audience growth?

• To drive a conversion moment?

• Lead building?

• To move people to the next step in the journey?

BE YOU

• It’s ok to model to learn, but this doesn’t mean it will work for you.

• It’s got to be consistent with your brand’s voice on all social platforms.

• This creates a connection based on your strengths that build trust.

CREATE A CALENDAR

• Consistency drives trust - Show Up!

• Provide valuable content 80%  & CTAs 20%

LEAD TO THE NEXT STEP

• Your content needs to lead people to the next step. 

• What is the outcome you want to achieve?

CONGRUENCY OF YOUR CONTENT 

• This is how things appear across your website and social platforms.

• Know and adapt your voice.

• Know your audience on each platform.

• Know what they are looking for on each platform.

STAYING IN TOUCH In COVID-19 Times

• Social media 

• Newsletters

• Articles 

• Build a network of quality connections - not a huge following.

ARTICLES & VIDEOS

• Google likes original content.

• Google likes 3-5 keywords in your content.

• Google doesn’t like too many keywords.

• Article marketing distributes content far & wide. 

WHAT IS YOUR SOCIAL CONTENT’S VALUE?

• Informative

• Inspirational

• Entertaining

• A Call To Action

INSTAGRAM

• It’s a real time information network & a history of your brand.

• Promote your offer.

• Grow your email lists.

• Contact people directly with comments & messages.

GROW YOUR NETWORK

• New Vs. Existing 

• #’s   @‘s   Comments

• Engage with your current followers.

• This boosts your visibility.

• -> Which attracts more audience.

SHARE YOUR BRAND STORY MOMENTS

• Share personal stories that make you a compelling person. 

• Your brand story helps your audience fit you into their world.

GO BEHIND THE SCENES

• Share personal stories that make you a compelling person. 

• Your brand story helps your audience fit you into their world.

SHARE YOUR RESOURCES

• Connect through giving. 

• Share your favorite resources.

• Something you've learned recently.

REMEMBER

• The market - who you are talking with 

• The message - what you are saying

• The medium - where you are saying it

• & Love on your clients.

Your Images & What They Can Do

WORDS ARE IMPORTANT, BUT

• Before words reach our brains, 

• Images have crossed the finish line 

• & are stirring up emotions. 

WHY IS THIS IMPORTANT?

• Images are the first thing your audience takes in.

• The signal is always on.

• The message will sink in more than words.

REMEMBER

• What does your audience need to know about your work?

• What is their problem?

• What do they stand to gain or lose?

• What does this happy place look like?

YOUR PHOTOGRAPHIC IDENTITY IS

• The type of images you like to make - your authentic self.

• The type of images you are skilled at making.

• The type of images the marketplace needs.

• Emphasize work you want to do.

• Show where you want to go, not where you’ve been.

OWN YOUR AUTHENTIC

• Camera work style

• Digital post production Style

• Narrative

TO BE A PHOTO BRAND

Your values can’t change to make a buyer happy. 

• If you change your Styles & Specialties easily or incongruently…

• The buyer becomes confused & uncertain who you are & what they get.

• The buyer’s risk grows.

• Consistent values & style create a memorable compelling brand.

GALLERIES

 YOUR REVENUE STREAMS

• Think of galleries as revenue streams.

• Businesses need to clearly communicate what they do.

• Incongruent revenue streams create brand confusion.

• Identify a message that unifies your revenue streams. 

• Make sure it’s obvious & fills a need.

• Use gallery names that are intuitive.

WAYS TO SHOWCASE WORK

• Client

• Category

• Project

• Case study

Show you have a consistent vision.

MAKE IT EASY

• To see an overview

• No clicking

• 30-40 images

• 3 to 6 galleries

ONLY SHOW

• What is relevant to your audience.

• What you need to demonstrate that you are capable.

• Consistency instills confidence, but redundancy bores.

“You can’t see the label from inside the bottle.”

Get professional help, most professionals operating at high levels have at least one consultant, coach, or mentor.

Visual Trends

Identify and anticipate the content customers need using research.

METHODS

QUANTITATIVE DATA - What’s happened, measured facts

• Trend Reports

• Yearly Retail And Consumer Trends

• Traditions

QUALITATIVE PATTERNS - What's happening now, observed not measured

• Stock Site Searches

• Brand shifts

• Movies, Music, Magazines, Advertisements

• Pantone Colors

• Travel locations & methods

• Lifestyle changes

• Design Communities - Behance

• Technology norms changes

• Societal changes

SET YOURSELF APART & SAY WHY

• When photographers get started they sometimes play it safe. 

• They learn the rules & then bend them to find their voice.

• This is a natural progression, we all learn from example.

• We often see how others succeed & model this.

• You then grow, learn the business, & start to create work that matters.

• You discover your Unique Selling Point & learn how to use it.

• When you embrace this mindset, competition is about being what’s best for the client, not being better or cheaper than peers.

• You are really selling what your brand stand stands for.