Photography Marketing Tip

I recently finished reading a book from one of my favorite marketers, Jay Abraham.  Jay’s understanding of marketing is absolutely phenomenal and has worked with over 10,000 clients in the course of his long career.

The book I read is called “The Sticking Point Solution: 9 Ways to Move Your Business From Stagnation to Stunning Growth in Tough Economic Times” ( here on amazon if you’re interested) and goes into several powerful, rarely-tapped ideas on how to strategically grow your business on several fronts.

Since there’s not time to go into all of the major points presented, I do want to focus on one that I think that photographers would do extremely well to take advantage of: Strategic Partners.

What we’re talking about here is the ability to approach and present to those within your industry (ie. wedding, portrait, landscape, travel, fashion, etc) and partner with them in order to grow each other’s business. You might be thinking “yeah, this is called networking.”

And while there are similar aspects to networking, strategic partnerships are far more effective at gaining access to a database of potential clients that are typically in the market for your type of photography. But in order for this to be attractive to the other party, you need to first add value to the equation. They’re not simply going to hand over their list of clients for you to market to just because you asked. Their reputation is on the line. And that’s no small thing.

Here’s an example. Several years ago, I partnered with a wedding venue to offer a complimentary engagement session to all of their clients that booked a wedding through their venue (assuming that the couple didn’t already have a photographer). This provided great value to venue because it allowed their clients to both save some serious cash on an engagement session ($400-600) but also gave the couple a chance to ‘try me out’ and test drive my services before they got locked into a contract.

This partnership allowed me to build a strong relationship with that venue and eventually book dozens of weddings, resulting in tens of thousands of dollars in sales. All thanks to partnership that I drafted with pretty much zero hard costs. 

In The Sticking Point Solution, Jay talks about the three incredible advantages that come as a result of using strategic partnerships: 1) the selling cycle is shortened; 2) the cost of access is reduced; 3) and the response rate is enhanced. This means that you are going to sell more, the cost is going to be much lower, and you’re going to make more money. That is the power of strategic partnerships.

Which companies can you create a partnership with?

What non-competitive companies also cater to the same clients that you do?