Sending promotional letters

[Howard Barlow]

Originally Posted by CaptainTom

Ok, I'll shut up.

Originally Posted by CaptainTom

Now I'll really shut up and go away.

I'll put $20 on that. Any takers?

[Fireball]

I'm not trying to learn everything from TPF. Believe me, I'm constantly reading, researching, taking classes, etc. It's just nice to have some seasoned pros to talk to about the business. And some are good enough to reach out and help us newbies like last week when Don Barnes asked me to come to his home and gave me a one-on-one studio lighting session.

I realize that starting a business takes a long time, and I certainly don't expect sending out letters to be a "cash cow" or the end all to what I'm trying to achieve. I guess "discouraged" wasn't the right word to use so I'll try to be more guarded with my words in the future because so much is read into them that I didn't intend to convey.

[dracula02]

Originally Posted by Fireball

I started my business a month ago and sent out over 100 promotional letters to all my fellow church members, co-workers from the past, friends in the community, etc. telling them of the portrait special I'm running this month. That was two weeks ago, and I have not gotten one phone call or e-mail. Getting pretty discouraged here and don't know what else I could do to build my business without going door-to-door, lol!

Is sending letters or postcards not a good idea?
Is the economy so bad that people aren't even willing to shell out a mere $50 for a photographer to come to them?
Or is it because it's the first of the year, right after Christmas (bills) and people are gearing up for taxes?

Charrie,

Let me start this off by telling you what you've done well...
You've marketed to the people that you know and know you. They're warmer leads than just sending a letter to someone you don't know and they've never even heard of your business. You've got a website with portraits other than just yourself and your kids.

To answer your question fully about your letters/postcards, 2 weeks is not enough time to measure the effectiveness of any marketing campaign. Like others have mentioned, your prospects need to see your message at least 3 times before they'll react. Send some more letters saying something like "only 2 weeks left, act now!" Next, start asking people you know for referrals... "Who do you know that...?" Then keep asking them. Bug the crap outta them. Then start working on your internet campaign. Get a facebook account and make some friends on there. Get your website up on the list with Google (that will take some time). Raise your prices. How much do you want this business to pay you? Divide that by the number of sessions you want to do this year. (Very crude interpretation, but that should make it's point) Lastly, put some better portraits up on your site, or at least take down some of the repeaters and ones that could be construed as "not as good." That's going to be the worst part, unless you're super picky (which you should be, your business IS you).

I think that the biggest hangup you've got is that you're waiting for people to come to you... That just doesn't happen. Not yet anyways. That will take years. These are some of the things that I'm still working on myself, I don't think that you should be discouraged by this. Take control of it.

Is sending letters or postcards not a good idea?
Depends on your marketing plan, I personally don't like it.

Is the economy so bad that people aren't even willing to shell out a mere $50 for a photographer to come to them?
Doesn't matter, there's people willing to pay to have their dog's fingernails painted. You need to seek them out.

Or is it because it's the first of the year, right after Christmas (bills) and people are gearing up for taxes?
Start scheduling your sessions for next month, and begin working on marketing for upcoming events.

There's probably a lot that I've left out and I'm sure others can fill in the rest.

[micajoy]

BWang - Is your campaign for Class of 2010 or 2011?

[BWangPhoto]

Originally Posted by micajoy

BWang - Is your campaign for Class of 2010 or 2011?

2010 of course. 2011 starts in July of this year.

[bondarnes]

Originally Posted by Fireball

I'm not trying to learn everything from TPF. Believe me, I'm constantly reading, researching, taking classes, etc. It's just nice to have some seasoned pros to talk to about the business. And some are good enough to reach out and help us newbies like last week when Don Barnes asked me to come to his home and gave me a one-on-one studio lighting session.

I realize that starting a business takes a long time, and I certainly don't expect sending out letters to be a "cash cow" or the end all to what I'm trying to achieve. I guess "discouraged" wasn't the right word to use so I'll try to be more guarded with my words in the future because so much is read into them that I didn't intend to convey.

Thanks for the compliment. Advertising and marketing is in my opinion much harder than the photography. I don't have any magic words for you, but don't get discouraged that your first effort didn't succeed.

My first attempt after opening my studio was to offer a free session and a free 5X7. Was I surprised when the van from the orphanage showed up with a dozen kids. Each one had one of my coupons, so I had to honor them. Maybe it's a good thing that you didn't get 20 or 50 takers on your offer.

Post or e-mail me a copy of your letter. Maybe I can help.

[w9ctm]

Don, although I have never met you, I feel like I know what kind of person you are. I would like to comment on your attempts to be the consummate gentleman and offer assistance and guidance to so many. You offer positive feedback 99% of the time, and keep your comments to yourself the other 1%. I believe all too many on this forum have been the recipient of your kindness. Please, continue what you do. When you respond to others on this forum, you help many more than you know.

[bondarnes]

Originally Posted by StevenGWebb

Direct mail is probably the poorest method of promotion. Check the stastistics. Its cheap, but its not the most effective. It takes huge numbers of mailings to convert just a few customers..........
Steven

That's a pretty broad statement. I have had good results from direct mail. Our high school senior business was built on direct mail. We did one mailing of less than 200 letters every year and would book 140-170 sessions. But those results are unusual and the letter was very targeted.

However, I will admit that direct mail is not nearly as effective as it once was.

[J Eddington]

You mean that there is still mail service??? Are you sure? I only get two pieces a month that i open. Don't care about the rest it goes directly into that big round file bin that gets picked up every thursday.

Don is very right. Targeted mail to specific people can work very well, as in his high school seniors.

But buying a mailing list from one of those big companies, based upon demographs in a specific area does not work as well. It mostly just becomes junk mail, UNLESS you play game. If you mail in card size envelopes with hand written address like an wedding invitation. You have to do something to make them open it. Make it look like something they would actually be interested in.

[Kym Kilcrease]

My opinion~
Spend your money on Advertising wisely.Do a Family session and give them something to show their friends. Word of Mouth is the best.