Needy businesses are just like needy people. Things just never seem to go right for them.
In this video I’m going to give you a golden tip based on powerful psychology that will banish any neediness from your business and, if done right, will have the right people falling over themselves to work with you.
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Do you find that you’re getting enquiries from clients who are totally different to the person you ideally want to work with? They want to buy what you don’t want to sell and they want it cheap?
Is your dream client just not getting in touch?
It’s possible that your business is coming across as needy without you even realising it.
So you know when you meet someone for the first time and they seem a bit too keen? Like when you’re on a first date with someone and within an hour they’re suggesting you meet their parents?
Yes, that kind of needy.
This kind of neediness typically provokes one of three responses in people.
To run far, far away from this person and their desperation because it’s way too soon to be talking about parent intros, right?
They’re just as needy and eager so they’re delighted to take things to the next level as quickly as possible. But soon it becomes clear what happens when two extremely needy people come together...
There is a third response to this overt neediness. There are a few unpleasant people who detect it and sneakily take advantage of it. They seek out desperate, needy people so they can control them. Sad but true.
Your business can come across as needy too and neediness in business will provoke those same three responses.
Most clients will be put off by it and turn away.
Some equally needy clients will love it and you’ll then have a great old time trying to satisfy their extreme needs.
And then there are the clients who pick up on your desperation for work and take advantage of you. It happens.
Needy businesses are always on the back foot and at the mercy of their clients. The minute you make it clear that you need clients (any clients) desperately, you put any client who books you in the driving seat and the demands begin.
Before you know it you’ve spent 10 hours delivering a service for less than minimum wage. It’s excruciating.
If you want to work with clients who appreciate and value you, clients who you’ll have a great time with, then you need to be in the driving seat and take control!
Well you need to make it clear that you don’t need or want any old booking. You need to make it clear that you only want the right booking. Both for your sake and the client’s sake.
Because even when you do need the work - you shouldn’t be taking any work. That’s short term thinking and you’re in this for the long haul, right?
It’s typical human behaviour to want what we might not be able to have and when you tap into this in business you’ll see an incredible shift in the quality of clients getting in touch with you.
I’m not talking about telling lies and pretending that you’re in great demand when you’re not. That’s sleazy and underhand and people always see through it. I’m talking about doing this in a completely honest and upfront way.
Make it clear that you’re not the right photographer for everyone.
I’m talking about a very clear section on your website homepage that describes who you’re the right photographer for and who you are not the right photographer for.
But not just on your homepage. Mention it when you email or call potential clients during the enquiry process. Give it its own section in your client guide. Put it in your FAQs. Even write a blog post about it.
Say something like:
'I’m going to be completely honest with you so that I don’t waste your time. It’s important that you hire the best photographer for your needs and I’m NOT the right photographer for everyone. So let’s work out if we’re going to be a good fit for each other:'
Then use bullet points to describe your ideal client. Who they are, what they struggle with, what they really want.
Follow this with bullet points describing someone who would not be a good fit.
For example, if you’re a boudoir photographer who enjoys giving clients a relaxed, wonderful experience and you want to sell albums, then make this clear!
Say that you’re a great fit for women who want to create a beautiful keepsake album and women who will enjoy hanging out with you and your hair and makeup artist for half a day - eating, drinking, shooting, chatting and laughing.
Then explain that you're not the right photographer for women who're looking for a quick shoot and a few digital images.
There’s a lot of integrity to this. Clients will appreciate your honesty.
Doing this repels the 'bad fit' clients. They'll read this and move on to enquire with the next photographer. Phew. That’s GOOD!
Not just for you but also for them. They deserve to find a photographer who wants to work with them and can serve them well - and that’s not you!
When you do this it creates a desire in the ‘right’ people to almost prove that they’re a good fit. They WANT to align themselves with your ideal client description.
Not only that, doing this helps those who are on the fence a little to move over to the 'ideal client' space. They don’t want to be associated with your 'bad fit’ description so when they get in touch they subconsciously act within the parameters of your ‘good fit’ client description.
Back up what you’re saying with your actions. You don’t want to be seen taking on clients you’ve said you’re not a good fit for. This has to be real or it doesn’t work.
This is just a small taste of what’s on offer inside the Togs in Business membership. If this is the kind of stuff that gets you excited and motivated to take action then you’re a good fit - so check it out! But if, after hearing all of this, you still think that putting some clients off working with you is crazy - then joining my membership is not a good idea.
See what I did there?
All of this should be part of your overall marketing strategy. Do you have one? Not to worry if you don’t. Sign up to my FREE video course ’60 Minute Marketing Strategy for Photographers’ and you’ll end up with a full blown strategy for the next 12 months.
Sign up below.
And, I have another very helpful resource for you - if you don't already have a solid business plan in place, then this article is for you. It has a detailed walk-through of the nine steps you need to complete in order to create an actionable photography business plan.
And as always, if you have any questions just hit me up in the comments section.