How to use psychology in your photography business


Marketing and sales is really just about understanding human psychology.

As portrait and wedding photographers it’s our job to understand people.

The better you understand how people think the less you’ll be saying things like:

“Why didn’t that enquiry respond to my email?”

“Why isn’t my website getting any enquiries?”

“Why doesn’t anyone want to spend much money on my service?”

“Why won’t my children go to bed on time?!” 😉

When you understand how people think it’s like having a cheat-sheet for life.

It’s why the book ‘How to win friends and influence people’ is so popular.

Psychology helps you get what you want.

So what could be more interesting and exciting than that!? Learning how to get what we want!

So today I want to share some proven psychology that will help you in your photography business.

1. The main thing everyone cares about…

Themselves! All your marketing and selling should be geared towards helping people. Think about all the things people are concerned about when hiring a photographer and then allay those fears by explaining how you’ll overcome them.

For example, a parent would be worried their children will have a tantrum during a family session and they won’t get any good images. You can counter that concern by saying you don’t have a time limit so you’ll keep going until you know you’ve got great shots.

I did this exercise on Episode 6 of our podcast so check that out if you’d like to get more examples of how to do this.

If you want your marketing to be more persuasive then one simple trick is to use the word ‘you’ a lot, rather than the word ‘I’.

For example, the following sentences say the same basic thing, but one will resonate with people far more because it seems to be more about what the client wants than the photographer.

“I like to take photographs in a documentary style so I can capture images that are more natural. I won’t pose you or spend ages doing group photographs; instead I’ll be hiding in the background capturing things as they happen.”

vs

“If you don’t like posing for photographs and you prefer more natural images that tell the story of your wedding then relax and breathe a sigh of relief; you’ll barely see me throughout the day because I’ll be hiding in the shadows capturing those magic moments without annoying you….”

Do you see how the second paragraph sounds more helpful, while the first paragraph sounds more like the photographer is telling you what they want to do.

It might seem like semantics, but the word ‘you’ is far more powerful that ‘I’ because people don’t really care what you want, they only care about what they want.

Nobody likes a person who talks about themselves all the time.

2. You sell what you show

If you’re not selling the things you want to sell then it may be because you’re not making it clear what you want to sell.

If you want to sell nicely framed family portraits at decent sizes then you need to show them on your website and have samples in your meetings.

If everything you talk about and show is geared towards what you want to sell then that’s what you’ll generally sell.

3. Information overload

We all have to make hundreds of decisions every day.

It’s tiring.

Our brains grind to a halt if we’re given too many choices.

So if you’re trying to sell a nicely framed wall portraits to families then don’t show them 100 photographs as they’ll struggle to choose what they want and just ask for them all digitally. Show them 20 images and they’ll quickly choose what they want and you’ll have far less Photoshop to do and earn more money.

Psychology is fun, particularly when it helps you get your own way (while being helpful at the same time)! So, if you’d like to know more psychological techniques check out our video called Proven psychology you can use in your business’ on our membership site.

Have a great week.

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