Almost everybody has had this experience.
You go to a store to buy something. A pair of trousers, for example.
So your trip is purposed, you are leaving your house to go and buy something you need.
You enter the store, the customer assistant comes to you and asks “Can I help you?”
“No, I am just looking”.
In fact, this is our conditioned response to almost anything that can get us into a “sales process”.
We say no because we don’t want to be pressured into buying something.
We say no because we don’t want to have to explain WHY we don’t want to buy those trousers that apparently fits us perfectly and look good.
We say no because we want to be free to “think about it”.
You know why?
Because we’re supposed to.
childhood, we’re taught to be wary of people we don’t know and to never
make a fast decision when it comes to buying something.
We aren’t supposed to buy at first. We’re taught not to do it.
So to expect our prospects to go against the very habits and beliefs is foolish.
Still, this is what
most photographers and businesses in general try to do when it comes to
promoting their services over the internet. And especially when it comes
to paid ads.
We expect an
immediate return, we expect “instant bookings”. For some reason, we are
happy to spend hundreds of pounds or dollars in activities that don’t
generate any return, but the moment we invest £10 in Facebook Ads or
Google Ads we want to see bookings flocking in.
And for this reason, we mostly put out campaigns, ads and posts that sound more or less like:
“Give me X amount of money NOW to get Y”.
The bad news is that
this message is exclusively designed to focus on the tiny percentage of
prospects who defy human nature and buy quickly, and it ignores (and
usually irritates) everyone else.
The good news is that there are massive opportunities for studios and photographers who do things differently.
You can start today by booking a free business and marketing strategy session below.