No matter how good your photos are, what matters is whether you are able to sell them. This is why it is vital to have good copywriting skills. There is usually a big difference in the results of good copy and bad copy.
The following are some suggestions which will help you write good, persuasive copy.
1. Risk reversal
People are usually reluctant to make choices which involve spending large sums of money. Offering your client a ‘money-back guarantee’ if they are not satisfied with your photos will increase their chances of buying.
Testimonials from your customers are a great way of showing your credibility as a photographer. All your satisfied customers would be more than willing to write a good recommendation for you. Display the testimonials next to relevant photos, as well as in other pages of your site. You should also make use of them in your direct mail and adverts.
3. Be concise
Make sure your keep your paragraphs, sentences and words short. Preferably, your sentences should not be more than 16 words long. Make sure the copy explains all the benefits your customers will enjoy from your services, and answers any questions that they might have. One of the most effective ways of marketing is by using a ‘problems and solutions’ or ‘questions and answers’ approach. After reading the information, the potential customer should be convinced to buy from you.
4. Focus on the customer
When people read your copy, they want to know what’s in it for them. Therefore, a website or blog which only talks about the business can be a major turn-off. One of the best ways of focusing on the prospective customer is by using the word ‘you’ as often as possible. Using the word ‘you’ rather than ‘I’ shows that you are putting the customer first.
It is not enough to tell people how long you have been in business. Reader wants to know how they will benefit.
5. Make your content meaningful
Many photographers’ websites contain a lot of meaningless information such as the following:
- Quality service
- 10 years experience
- Professional albums
- State-of-the-art equipment
- Photos taken on location
- Professional editing
- Money-back guarantee
The problem with the information above is that it only tells half of the story. Having 10 years experience is fine, but how will your customers benefit from that? Clarifying these points will give you an edge over your competition. The following are some examples of how you can write in a more persuasive way.
- No time restrictions
Unlike other photographers who restrict sessions to a fixed time slot, I will not confine you. Being a photographer with 10 years experience, I’m committed to creating photos which will make you smile. I’ll keep going until you are happy with the results.
- Photos shot at your convenience
Where do you want your photos taken? At home? In the office? Just name the location, and I will be there with my state-of-the-art equipment.
- Stunning results
We will use the latest editing software, such as Photoshop, to enhance your photos. In case you are not happy with the results, you can rest assured that we will give all your money back.
To find out how effective your copy is, you need to test the results. Are you receiving more emails and phone calls from people? Ask your customers how they got to know about you. This will show if your marketing campaigns are having any impact. If you are running a weekly advert, you could try altering some details once in a while to see if there will be any difference in response.