Let’s talk about buyer types! Understanding this principle will change how you approach brands and help you determine if its an opportunity worth pursuing.
1- You are in the market to buy a new lens. You already know the max $$$ that you are willing to spend on that lens. You know its going to take your photography to the next level, which will allow you to charge more to paying clients..
You have tied a monetary value to a specific outcome ie the VALUE of that lens will allow you to increase your rates. You are an active buyer with a clear vision of what you need.
2- Now let’s say a foodie friend says….”OMG, you have to get this 100mm Macro! It’s life changing….”
So you do some research and you are considering it but boy, its a big investment and you aren’t totally sure that its going to make a difference with the quality of your images and you might want to spend that money on a new tripod or backdrops instead….
You aren’t convinced yet that the lens will provide the value that you are looking for. So you passively shop around and just let that lens sit in your cart for a few months.
Now consider this scenario when you are pitching to brands. Most brands fit into scenario 2….they simply aren’t in the market for a food photographer at the time that you reach out. So they don’t respond…..they sit on your e-mail…they don’t have a sense of urgency.
Until you offer VALUE. I know, I use this word ALOT. But for good reason. When you are pitching a cold lead (ie a brand that wasn’t actively seeking a photographer), you have to show them WHY they need your services. You have to create that sense of urgency.
Why should they spend part of their marketing budget on you and not elsewhere?
Ok but how exactly do we accomplish that!? It’s simpler than you think…
You must QUALIFY your prospect. This is how you work smarter, not harder. And starts by researching the brand before you reach out
Produce content, recipes and images that will attract your ideal client!
If they aren’t an active buyer- the goal is to make them an active buyer! This is accomplished by establishing rapport immediately, creating a sense of urgency, and engaging them enough to respond to your cold pitch!
If you want to learn more about any of these steps- I am going to show you how in my Pitching Workshop (dates to be announced on Wednesday, March 16th to my waitlist!). Spots will be limited.
If you want to be the first to know- hop on the waitlist ASAP.
-If you are local to Seattle….I will be speaking April 2nd about Brand Partnerships. You can sign up here