{"version":"1.0.0","segments":[{"startTime":0.24,"endTime":4.183,"body":"I've talked before about how"},{"startTime":0.24,"endTime":4.183,"body":"people buy products and services"},{"startTime":4.248,"endTime":7.739,"body":"to solve various problems,"},{"startTime":4.248,"endTime":7.739,"body":"right. And I know that that"},{"startTime":7.804,"endTime":11.747,"body":"seems obvious. But sometimes"},{"startTime":7.804,"endTime":11.747,"body":"when we're too close to the work"},{"startTime":11.812,"endTime":16.014,"body":"that we're doing or too close to"},{"startTime":11.812,"endTime":16.014,"body":"the thing that we're selling, we"},{"startTime":16.079,"endTime":20.281,"body":"tend to lose sight of the bigger"},{"startTime":16.079,"endTime":20.281,"body":"picture of why our ideal clients"},{"startTime":20.346,"endTime":24.096,"body":"want that thing in the first"},{"startTime":20.346,"endTime":24.096,"body":"place. So as we head into the"},{"startTime":24.16,"endTime":28.169,"body":"busy season, I wanted to help"},{"startTime":24.16,"endTime":28.169,"body":"you do a reset. Today, I'm going"},{"startTime":28.233,"endTime":32.048,"body":"to walk you through the 10"},{"startTime":28.233,"endTime":32.048,"body":"general problems that people are"},{"startTime":32.112,"endTime":36.185,"body":"looking to solve when they buy"},{"startTime":32.112,"endTime":36.185,"body":"any product or service, and some"},{"startTime":36.25,"endTime":40.258,"body":"of the ways that each of those"},{"startTime":36.25,"endTime":40.258,"body":"might pertain to our businesses"},{"startTime":40.323,"endTime":43.62,"body":"and our clients in the"},{"startTime":40.323,"endTime":43.62,"body":"photography sphere. Then I'm"},{"startTime":43.685,"endTime":47.822,"body":"going to talk about how choosing"},{"startTime":43.685,"endTime":47.822,"body":"and focusing on just one or two"},{"startTime":47.887,"endTime":51.766,"body":"or maybe even three of those"},{"startTime":47.887,"endTime":51.766,"body":"problems, the ones that are the"},{"startTime":51.831,"endTime":55.968,"body":"most specific to your particular"},{"startTime":51.831,"endTime":55.968,"body":"ideal clients, is going to help"},{"startTime":56.033,"endTime":59.847,"body":"you capture those people's"},{"startTime":56.033,"endTime":59.847,"body":"attention and ultimately capture"},{"startTime":59.912,"endTime":63.726,"body":"their business. But before we"},{"startTime":59.912,"endTime":63.726,"body":"dive into today's episode, if"},{"startTime":63.791,"endTime":67.864,"body":"you haven't already, please make"},{"startTime":63.791,"endTime":67.864,"body":"sure that you subscribe to the"},{"startTime":67.929,"endTime":71.614,"body":"podcast.  You know that I am a"},{"startTime":67.929,"endTime":71.614,"body":"big believer that the more"},{"startTime":71.678,"endTime":75.105,"body":"photographers that are out"},{"startTime":71.678,"endTime":75.105,"body":"there, running profitable,"},{"startTime":75.169,"endTime":78.919,"body":"sustainable businesses, the"},{"startTime":75.169,"endTime":78.919,"body":"better it is for all of us and"},{"startTime":78.984,"endTime":82.928,"body":"by subscribing or better yet,"},{"startTime":78.984,"endTime":82.928,"body":"taking five minutes to rate and"},{"startTime":82.992,"endTime":87.065,"body":"review the show, you are making"},{"startTime":82.992,"endTime":87.065,"body":"a massive difference in helping"},{"startTime":87.13,"endTime":91.138,"body":"achieve that goal. I also want"},{"startTime":87.13,"endTime":91.138,"body":"to say a big welcome to our new"},{"startTime":91.203,"endTime":95.276,"body":"listeners here and let you know"},{"startTime":91.203,"endTime":95.276,"body":"that if you like the practical,"},{"startTime":95.34,"endTime":99.155,"body":"actionable approach that I take"},{"startTime":95.34,"endTime":99.155,"body":"to running your photography"},{"startTime":99.219,"endTime":103.228,"body":"business, you will absolutely"},{"startTime":99.219,"endTime":103.228,"body":"love the free masterclass that I"},{"startTime":103.292,"endTime":106.848,"body":"offer on my website. The"},{"startTime":103.292,"endTime":106.848,"body":"masterclass teaches the unique"},{"startTime":106.913,"endTime":110.857,"body":"system that I created several"},{"startTime":106.913,"endTime":110.857,"body":"years ago that took my business"},{"startTime":110.921,"endTime":114.93,"body":"from hard to manage and barely"},{"startTime":110.921,"endTime":114.93,"body":"profitable to highly profitable"},{"startTime":114.994,"endTime":119.002,"body":"and super streamlined. And that"},{"startTime":114.994,"endTime":119.002,"body":"same system is now working for"},{"startTime":119.067,"endTime":122.364,"body":"hundreds of photographers all"},{"startTime":119.067,"endTime":122.364,"body":"around the world. The"},{"startTime":122.429,"endTime":126.631,"body":"masterclass is about an hour and"},{"startTime":122.429,"endTime":126.631,"body":"20 minutes long, it's completely"},{"startTime":126.696,"endTime":130.769,"body":"free. And I absolutely recommend"},{"startTime":126.696,"endTime":130.769,"body":"that you make the time to give"},{"startTime":130.834,"endTime":134.842,"body":"it a listen before you get your"},{"startTime":130.834,"endTime":134.842,"body":"next inquiry. And with that on"},{"startTime":134.907,"endTime":138.85,"body":"with the show. Welcome to this"},{"startTime":134.907,"endTime":138.85,"body":"can't be that hard. My name is"},{"startTime":138.915,"endTime":142.535,"body":"Annemie Tonken. And I help"},{"startTime":138.915,"endTime":142.535,"body":"photographers run profitable,"},{"startTime":142.6,"endTime":146.738,"body":"sustainable businesses that they"},{"startTime":142.6,"endTime":146.738,"body":"love. Each week on the podcast,"},{"startTime":146.802,"endTime":150.293,"body":"I cover simple, actionable"},{"startTime":146.802,"endTime":150.293,"body":"strategies and systems that"},{"startTime":150.358,"endTime":154.431,"body":"photographers at every level of"},{"startTime":150.358,"endTime":154.431,"body":"experience can use to earn more"},{"startTime":154.496,"endTime":158.569,"body":"money in a more sustainable way."},{"startTime":154.496,"endTime":158.569,"body":"Running a photography business"},{"startTime":158.633,"endTime":162.448,"body":"doesn't have to be that hard,"},{"startTime":158.633,"endTime":162.448,"body":"you can do it. And I can show"},{"startTime":162.512,"endTime":163.03,"body":"you how."},{"startTime":166.14,"endTime":170.043,"body":"People buy products for all"},{"startTime":166.14,"endTime":170.043,"body":"kinds of reasons. They buy a"},{"startTime":170.113,"endTime":173.877,"body":"jacket because it's chilly"},{"startTime":170.113,"endTime":173.877,"body":"outside, they buy a bicycle"},{"startTime":173.947,"endTime":178.338,"body":"because they are looking to be"},{"startTime":173.947,"endTime":178.338,"body":"more active. But when we think a"},{"startTime":178.408,"endTime":182.869,"body":"bit more critically about those"},{"startTime":178.408,"endTime":182.869,"body":"decisions, more detail begins to"},{"startTime":182.939,"endTime":186.633,"body":"emerge. Maybe they buy a"},{"startTime":182.939,"endTime":186.633,"body":"specific jacket because they"},{"startTime":186.703,"endTime":190.885,"body":"want to be associated with the"},{"startTime":186.703,"endTime":190.885,"body":"brand that represents or they"},{"startTime":190.955,"endTime":194.998,"body":"like this specific style that"},{"startTime":190.955,"endTime":194.998,"body":"that jacket shows off. Maybe"},{"startTime":195.068,"endTime":199.041,"body":"they buy this specific bike"},{"startTime":195.068,"endTime":199.041,"body":"because it was recommended by"},{"startTime":199.111,"endTime":203.572,"body":"their friend who's a cyclist, or"},{"startTime":199.111,"endTime":203.572,"body":"maybe they just really like the"},{"startTime":203.642,"endTime":207.615,"body":"color that it comes in. Even"},{"startTime":203.642,"endTime":207.615,"body":"though we could come up with"},{"startTime":207.685,"endTime":212.076,"body":"millions of specific reasons for"},{"startTime":207.685,"endTime":212.076,"body":"specific purchases, almost all"},{"startTime":212.146,"endTime":216.259,"body":"of them will ultimately fall"},{"startTime":212.146,"endTime":216.259,"body":"into one of 10 categories. And"},{"startTime":216.328,"endTime":220.72,"body":"those 10 categories are what I"},{"startTime":216.328,"endTime":220.72,"body":"want to talk to you about today."},{"startTime":220.79,"endTime":224.902,"body":"Because beyond taking good"},{"startTime":220.79,"endTime":224.902,"body":"photos and offering them at some"},{"startTime":224.972,"endTime":229.224,"body":"price point, you need to know"},{"startTime":224.972,"endTime":229.224,"body":"why someone might hire you what"},{"startTime":229.294,"endTime":233.546,"body":"their motivations are. Because"},{"startTime":229.294,"endTime":233.546,"body":"once you figure that out, then"},{"startTime":233.616,"endTime":237.938,"body":"you can speak more clearly to"},{"startTime":233.616,"endTime":237.938,"body":"that motivation, which will move"},{"startTime":238.007,"endTime":242.399,"body":"people from thinking \"I want to"},{"startTime":238.007,"endTime":242.399,"body":"hire a photographer\", and on to"},{"startTime":242.468,"endTime":246.651,"body":"thinking \"I want to hire this"},{"startTime":242.468,"endTime":246.651,"body":"photographer\". So I'm going to"},{"startTime":246.721,"endTime":250.833,"body":"walk you through all 10 of these"},{"startTime":246.721,"endTime":250.833,"body":"different motivators in no"},{"startTime":250.903,"endTime":255.155,"body":"particular order. The fact of"},{"startTime":250.903,"endTime":255.155,"body":"the matter is any of them could"},{"startTime":255.225,"endTime":258.64,"body":"absolutely be used as a"},{"startTime":255.225,"endTime":258.64,"body":"differentiating factor or"},{"startTime":258.71,"endTime":262.474,"body":"feature for a photography"},{"startTime":258.71,"endTime":262.474,"body":"business. However, the whole"},{"startTime":262.544,"endTime":266.726,"body":"time that we're listening to"},{"startTime":262.544,"endTime":266.726,"body":"this, I want you to be thinking"},{"startTime":266.796,"endTime":271.118,"body":"critically about which ones most"},{"startTime":266.796,"endTime":271.118,"body":"pertain to your business, and"},{"startTime":271.188,"endTime":275.649,"body":"which ones are going to be most"},{"startTime":271.188,"endTime":275.649,"body":"appealing to your ideal clients."},{"startTime":275.719,"endTime":279.413,"body":"Because whereas any of them"},{"startTime":275.719,"endTime":279.413,"body":"could be used to market a"},{"startTime":279.483,"endTime":283.595,"body":"photography business, it's"},{"startTime":279.483,"endTime":283.595,"body":"important not to use all of them"},{"startTime":283.665,"endTime":287.987,"body":"all at the same time. When your"},{"startTime":283.665,"endTime":287.987,"body":"marketing message is too broad"},{"startTime":288.057,"endTime":292.448,"body":"when you are trying to speak to"},{"startTime":288.057,"endTime":292.448,"body":"everyone you end up speaking to"},{"startTime":292.518,"endTime":296.91,"body":"no one at all. Your message gets"},{"startTime":292.518,"endTime":296.91,"body":"lost when it is too scattered."},{"startTime":296.9,"endTime":301.61,"body":"So even if every single one of"},{"startTime":296.9,"endTime":301.61,"body":"these 10 motivators could be"},{"startTime":301.61,"endTime":305.42,"body":"used as sort of an ingredient in"},{"startTime":301.61,"endTime":305.42,"body":"your marketing, you want to"},{"startTime":305.42,"endTime":309.83,"body":"think about what the primary"},{"startTime":305.42,"endTime":309.83,"body":"flavors are of your particular"},{"startTime":309.83,"endTime":379.04,"body":"brand, so that you can make this"},{"startTime":309.83,"endTime":379.04,"body":"recipe work for you."},{"startTime":313.44,"endTime":317.667,"body":"But the first one that I'm going"},{"startTime":313.44,"endTime":317.667,"body":"to mention, I do think comes up"},{"startTime":317.733,"endTime":321.828,"body":"for a lot of people in a lot of"},{"startTime":317.733,"endTime":321.828,"body":"ways. And that is convenience."},{"startTime":321.894,"endTime":325.792,"body":"Back to the bicycle example,"},{"startTime":321.894,"endTime":325.792,"body":"let's say that someone was not"},{"startTime":325.858,"endTime":329.821,"body":"really into cycling didn't have"},{"startTime":325.858,"endTime":329.821,"body":"a very specific idea of what"},{"startTime":329.887,"endTime":333.718,"body":"bike they wanted to buy, they"},{"startTime":329.887,"endTime":333.718,"body":"just knew that they needed a"},{"startTime":333.784,"endTime":337.417,"body":"bike. So they go to their local"},{"startTime":333.784,"endTime":337.417,"body":"bicycle store, which is"},{"startTime":337.483,"endTime":341.513,"body":"convenient. And they kind of"},{"startTime":337.483,"endTime":341.513,"body":"look around and they pick a bike"},{"startTime":341.579,"endTime":345.542,"body":"that is in stock that fits them."},{"startTime":341.579,"endTime":345.542,"body":"And that fits their budget,"},{"startTime":345.608,"endTime":349.571,"body":"right? It's convenient, it could"},{"startTime":345.608,"endTime":349.571,"body":"very well have been another"},{"startTime":349.637,"endTime":353.6,"body":"bicycle if it had met those"},{"startTime":349.637,"endTime":353.6,"body":"parameters and happened to be in"},{"startTime":353.667,"endTime":357.828,"body":"that store. But because this is"},{"startTime":353.667,"endTime":357.828,"body":"the one that was it was the one"},{"startTime":357.894,"endTime":361.791,"body":"that got purchased. When it"},{"startTime":357.894,"endTime":361.791,"body":"comes to photography, there are"},{"startTime":361.857,"endTime":365.82,"body":"lots of ways that convenience"},{"startTime":361.857,"endTime":365.82,"body":"can come into play. Of course,"},{"startTime":365.887,"endTime":369.255,"body":"being somebody that someone"},{"startTime":365.887,"endTime":369.255,"body":"knows, makes it kind of"},{"startTime":369.321,"endTime":373.219,"body":"convenient, or you know, your"},{"startTime":369.321,"endTime":373.219,"body":"kids go to the same school as"},{"startTime":373.285,"endTime":377.512,"body":"the person who's looking to hire"},{"startTime":373.285,"endTime":377.512,"body":"a family photographer, and they"},{"startTime":377.578,"endTime":381.409,"body":"hear that you're a family"},{"startTime":377.578,"endTime":381.409,"body":"photographer, great, you're sort"},{"startTime":381.475,"endTime":385.769,"body":"of first person in line for them"},{"startTime":381.475,"endTime":385.769,"body":"to check. And then all they need"},{"startTime":385.835,"endTime":389.666,"body":"to do is make sure that they"},{"startTime":385.835,"endTime":389.666,"body":"like your style, and they can"},{"startTime":389.732,"endTime":393.695,"body":"afford your prices. So being in"},{"startTime":389.732,"endTime":393.695,"body":"the right place at the right"},{"startTime":393.761,"endTime":397.791,"body":"time is part of convenience. But"},{"startTime":393.761,"endTime":397.791,"body":"there are lots of other ways"},{"startTime":397.857,"endTime":401.952,"body":"that we can build convenience"},{"startTime":397.857,"endTime":401.952,"body":"into what we offer, right? A lot"},{"startTime":402.018,"endTime":406.114,"body":"of people offer mini sessions as"},{"startTime":402.018,"endTime":406.114,"body":"a form of convenience, it's a"},{"startTime":406.18,"endTime":410.341,"body":"smaller commitment of time, it's"},{"startTime":406.18,"endTime":410.341,"body":"a smaller commitment of money."},{"startTime":410.407,"endTime":414.635,"body":"Sometimes all somebody needs is"},{"startTime":410.407,"endTime":414.635,"body":"one or two or three photos for a"},{"startTime":414.701,"endTime":418.796,"body":"holiday card or commemorating an"},{"startTime":414.701,"endTime":418.796,"body":"event. So a mini session is a"},{"startTime":418.862,"endTime":423.09,"body":"convenient offering that can"},{"startTime":418.862,"endTime":423.09,"body":"give people the opportunity to buy."},{"startTime":423.0,"endTime":426.72,"body":"Other convenience based"},{"startTime":423.0,"endTime":426.72,"body":"purchases in photography can be"},{"startTime":426.75,"endTime":431.52,"body":"around all inclusive pricing,"},{"startTime":426.75,"endTime":431.52,"body":"which doesn't ask someone to do"},{"startTime":431.52,"endTime":433.74,"body":"a whole lot of thinking about"},{"startTime":431.52,"endTime":433.74,"body":"what they want to do with their"},{"startTime":433.74,"endTime":437.7,"body":"pictures, they can just sort of"},{"startTime":433.74,"endTime":437.7,"body":"say yes, and then worry about"},{"startTime":437.7,"endTime":441.75,"body":"that later. Right. Ditto with"},{"startTime":437.7,"endTime":441.75,"body":"other kinds of easy purchasing"},{"startTime":441.78,"endTime":445.65,"body":"options, you always want to make"},{"startTime":441.78,"endTime":445.65,"body":"it as easy as possible for"},{"startTime":445.65,"endTime":450.18,"body":"someone to buy from you. Other"},{"startTime":445.65,"endTime":450.18,"body":"things are scheduling related,"},{"startTime":450.21,"endTime":453.27,"body":"you know, you can make it so"},{"startTime":450.21,"endTime":453.27,"body":"that people can self schedule on"},{"startTime":453.27,"endTime":457.62,"body":"a calendar like a calendly or an"},{"startTime":453.27,"endTime":457.62,"body":"acuity calendar. You can make"},{"startTime":457.62,"endTime":462.66,"body":"yourself available on weekends."},{"startTime":457.62,"endTime":462.66,"body":"And you can go to your clients"},{"startTime":462.66,"endTime":465.78,"body":"or if it's more convenient for"},{"startTime":462.66,"endTime":465.78,"body":"your clients, you can have them"},{"startTime":465.78,"endTime":469.65,"body":"come into a studio that's all"},{"startTime":465.78,"endTime":469.65,"body":"set up and ready for them. Maybe"},{"startTime":469.65,"endTime":473.4,"body":"you even go so far as to provide"},{"startTime":469.65,"endTime":473.4,"body":"a client wardrobe for people"},{"startTime":473.4,"endTime":479.07,"body":"like maternity clients and"},{"startTime":473.4,"endTime":479.07,"body":"newborn clients where there is"},{"startTime":479.1,"endTime":482.82,"body":"you know, more prop based"},{"startTime":479.1,"endTime":482.82,"body":"photography happening. All of"},{"startTime":482.82,"endTime":487.14,"body":"those are forms of convenience."},{"startTime":482.82,"endTime":487.14,"body":"And if you offer those, you want"},{"startTime":487.14,"endTime":490.26,"body":"to make sure that you are out"},{"startTime":487.14,"endTime":490.26,"body":"there talking about them on your"},{"startTime":490.26,"endTime":494.04,"body":"social media on your website."},{"startTime":490.26,"endTime":494.04,"body":"And when someone first inquires"},{"startTime":494.04,"endTime":497.4,"body":"with you, if you believe that"},{"startTime":494.04,"endTime":497.4,"body":"convenience is an important"},{"startTime":497.4,"endTime":501.18,"body":"factor in your ideal clients"},{"startTime":497.4,"endTime":501.18,"body":"decision making process."},{"startTime":501.66,"endTime":506.37,"body":"The second motivator for"},{"startTime":501.66,"endTime":506.37,"body":"purchasing is entertainment. So"},{"startTime":506.43,"endTime":510.57,"body":"people buy concert tickets to go"},{"startTime":506.43,"endTime":510.57,"body":"be entertained, even though they"},{"startTime":510.57,"endTime":514.17,"body":"can listen to the same music on"},{"startTime":510.57,"endTime":514.17,"body":"their stereo at home, which is"},{"startTime":514.17,"endTime":517.14,"body":"hyper convenient. They"},{"startTime":514.17,"endTime":517.14,"body":"appreciate the entertainment"},{"startTime":517.14,"endTime":521.52,"body":"factor of going and seeing that"},{"startTime":517.14,"endTime":521.52,"body":"music live. When it comes to"},{"startTime":521.55,"endTime":525.96,"body":"photography, I see entertainment"},{"startTime":521.55,"endTime":525.96,"body":"as part of the package when"},{"startTime":525.96,"endTime":530.16,"body":"we're talking about wedding"},{"startTime":525.96,"endTime":530.16,"body":"photographers who offer like"},{"startTime":530.16,"endTime":534.27,"body":"adventure sessions for their"},{"startTime":530.16,"endTime":534.27,"body":"engagement sessions, or boudoir"},{"startTime":534.27,"endTime":538.17,"body":"or glamour photographers, where"},{"startTime":534.27,"endTime":538.17,"body":"when someone comes in to have"},{"startTime":538.17,"endTime":541.35,"body":"their picture made, it's a whole"},{"startTime":538.17,"endTime":541.35,"body":"experience there's hair and"},{"startTime":541.35,"endTime":544.05,"body":"makeup beforehand, they're"},{"startTime":541.35,"endTime":544.05,"body":"drinking champagne, maybe they"},{"startTime":544.05,"endTime":547.74,"body":"have a friend with them. It's"},{"startTime":544.05,"endTime":547.74,"body":"kind of a pampering girls day"},{"startTime":547.74,"endTime":552.24,"body":"out kind of thing. Same thing"},{"startTime":547.74,"endTime":552.24,"body":"with a themed mini session. Sure"},{"startTime":552.24,"endTime":556.11,"body":"people want pictures of their"},{"startTime":552.24,"endTime":556.11,"body":"kids sitting on Santa's lap. But"},{"startTime":556.11,"endTime":560.34,"body":"you can make it an event by"},{"startTime":556.11,"endTime":560.34,"body":"offering hot chocolate and"},{"startTime":560.34,"endTime":563.94,"body":"marshmallows and little goodie"},{"startTime":560.34,"endTime":563.94,"body":"bags for the kids and playing"},{"startTime":563.94,"endTime":568.59,"body":"holiday music and really making"},{"startTime":563.94,"endTime":568.59,"body":"it an event. So we have"},{"startTime":568.59,"endTime":570.87,"body":"convenience, we have"},{"startTime":568.59,"endTime":570.87,"body":"entertainment."},{"startTime":570.99,"endTime":574.53,"body":"And then the third motivator is"},{"startTime":570.99,"endTime":574.53,"body":"wellness. The wellness industry"},{"startTime":574.53,"endTime":578.07,"body":"is a multi billion dollar"},{"startTime":574.53,"endTime":578.07,"body":"industry and maybe we don't"},{"startTime":578.07,"endTime":581.22,"body":"think of that immediately when"},{"startTime":578.07,"endTime":581.22,"body":"we think about photography."},{"startTime":581.25,"endTime":585.72,"body":"Instead we think more of things"},{"startTime":581.25,"endTime":585.72,"body":"like gym memberships or juicers,"},{"startTime":586.11,"endTime":591.21,"body":"or self help books. There are"},{"startTime":586.11,"endTime":591.21,"body":"lots of wellness ideas out there"},{"startTime":591.21,"endTime":594.42,"body":"that come to mind before"},{"startTime":591.21,"endTime":594.42,"body":"photography, but I would argue"},{"startTime":594.42,"endTime":600.15,"body":"that there is a way to sort of"},{"startTime":594.42,"endTime":600.15,"body":"tap into that desire for people"},{"startTime":600.15,"endTime":603.63,"body":"to create more wellness in their"},{"startTime":600.15,"endTime":603.63,"body":"lives through photography."},{"startTime":604.17,"endTime":607.83,"body":"Number one, you're really"},{"startTime":604.17,"endTime":607.83,"body":"offering people an opportunity"},{"startTime":607.83,"endTime":613.2,"body":"to look their best. So that is"},{"startTime":607.83,"endTime":613.2,"body":"in and of itself sort of a way"},{"startTime":613.2,"endTime":617.7,"body":"to display wellness, and to"},{"startTime":613.2,"endTime":617.7,"body":"display that not only out in the"},{"startTime":617.7,"endTime":621.87,"body":"world, but also to themselves."},{"startTime":617.7,"endTime":621.87,"body":"Like, look at us, we look great,"},{"startTime":621.9,"endTime":626.67,"body":"we look happy, we look healthy"},{"startTime":621.9,"endTime":626.67,"body":"not just physically, but also"},{"startTime":626.67,"endTime":630.9,"body":"emotionally. And that really is"},{"startTime":626.67,"endTime":630.9,"body":"for a lot of us as family"},{"startTime":630.9,"endTime":634.32,"body":"photographers or even wedding"},{"startTime":630.9,"endTime":634.32,"body":"photographers, one of the things"},{"startTime":634.32,"endTime":638.76,"body":"that we're selling is this idea"},{"startTime":634.32,"endTime":638.76,"body":"of togetherness, and the fact"},{"startTime":638.76,"endTime":642.39,"body":"that you are happy together. And"},{"startTime":638.76,"endTime":642.39,"body":"let's capture this right now. So"},{"startTime":642.39,"endTime":647.01,"body":"there's sort of a psychological"},{"startTime":642.39,"endTime":647.01,"body":"well being that we are looking"},{"startTime":647.01,"endTime":651.6,"body":"to package up and give back to"},{"startTime":647.01,"endTime":651.6,"body":"people. I have also seen plenty"},{"startTime":651.6,"endTime":655.23,"body":"of photographers who photograph"},{"startTime":651.6,"endTime":655.23,"body":"kids talk about various"},{"startTime":655.32,"endTime":658.89,"body":"psychological studies that have"},{"startTime":655.32,"endTime":658.89,"body":"been done showing the impact of"},{"startTime":658.89,"endTime":662.79,"body":"Family Photos being hung around"},{"startTime":658.89,"endTime":662.79,"body":"the house, on the children in"},{"startTime":662.79,"endTime":666.66,"body":"that house, how it increases a"},{"startTime":662.79,"endTime":666.66,"body":"sense of safety and well being"},{"startTime":666.9,"endTime":672.6,"body":"within that child's home. And"},{"startTime":666.9,"endTime":672.6,"body":"so, although wellness may not be"},{"startTime":672.6,"endTime":675.69,"body":"the tippy top of the list of"},{"startTime":672.6,"endTime":675.69,"body":"things that I think that we are"},{"startTime":675.69,"endTime":680.7,"body":"selling and packaging up as"},{"startTime":675.69,"endTime":680.7,"body":"photographers, it's not to be"},{"startTime":681.09,"endTime":681.87,"body":"neglected."},{"startTime":682.63,"endTime":685.93,"body":"The fourth motivation that comes"},{"startTime":682.63,"endTime":685.93,"body":"into play when someone's making"},{"startTime":685.96,"endTime":690.07,"body":"a buying decision is nostalgia."},{"startTime":685.96,"endTime":690.07,"body":"And this one can be a little"},{"startTime":690.07,"endTime":694.78,"body":"more esoteric, it can be harder"},{"startTime":690.07,"endTime":694.78,"body":"to really tap into what may"},{"startTime":694.78,"endTime":699.94,"body":"remind someone of something that"},{"startTime":694.78,"endTime":699.94,"body":"makes them feel nostalgic. But"},{"startTime":699.94,"endTime":704.05,"body":"photos, on the other hand, are"},{"startTime":699.94,"endTime":704.05,"body":"highly nostalgic, maybe not"},{"startTime":704.23,"endTime":708.46,"body":"before they're made. But we all"},{"startTime":704.23,"endTime":708.46,"body":"have enough nostalgia around our"},{"startTime":708.46,"endTime":713.95,"body":"own photos. Our parents wedding"},{"startTime":708.46,"endTime":713.95,"body":"album,  the photos of us as"},{"startTime":713.95,"endTime":718.27,"body":"children with our parents and"},{"startTime":713.95,"endTime":718.27,"body":"grandparents that we know that"},{"startTime":718.27,"endTime":722.5,"body":"when we invest in photography,"},{"startTime":718.27,"endTime":722.5,"body":"now it will create feelings of"},{"startTime":722.5,"endTime":724.03,"body":"nostalgia in the future."},{"startTime":724.87,"endTime":728.44,"body":"The next motivator is reward or"},{"startTime":724.87,"endTime":728.44,"body":"recognition. And this can take"},{"startTime":728.44,"endTime":733.03,"body":"all kinds of forms when it comes"},{"startTime":728.44,"endTime":733.03,"body":"to photography. Obviously, if"},{"startTime":733.03,"endTime":736.63,"body":"you are a photographer who has a"},{"startTime":733.03,"endTime":736.63,"body":"particularly popular blog, or"},{"startTime":736.63,"endTime":740.68,"body":"Instagram feed, where you are"},{"startTime":736.63,"endTime":740.68,"body":"featuring your clients, there"},{"startTime":740.68,"endTime":744.73,"body":"are going to be people out there"},{"startTime":740.68,"endTime":744.73,"body":"who see that and want to be on"},{"startTime":744.73,"endTime":748.51,"body":"that blog or in your Instagram"},{"startTime":744.73,"endTime":748.51,"body":"feed, they can see themselves in"},{"startTime":748.87,"endTime":753.43,"body":"that place. And that can sort of"},{"startTime":748.87,"endTime":753.43,"body":"ping that reward center in their"},{"startTime":753.43,"endTime":758.05,"body":"brain. Or maybe you have a"},{"startTime":753.43,"endTime":758.05,"body":"really great referral program"},{"startTime":758.08,"endTime":763.51,"body":"where if a client refers another"},{"startTime":758.08,"endTime":763.51,"body":"client, they are able to earn"},{"startTime":763.51,"endTime":768.37,"body":"either free products or earn"},{"startTime":763.51,"endTime":768.37,"body":"credit toward a free session for"},{"startTime":768.37,"endTime":773.47,"body":"themselves. Even just a nice"},{"startTime":768.37,"endTime":773.47,"body":"welcome gift can be the type of"},{"startTime":773.47,"endTime":777.82,"body":"reward that will motivate a"},{"startTime":773.47,"endTime":777.82,"body":"purchase. In that case, though,"},{"startTime":777.85,"endTime":781.87,"body":"you need to make sure that you"},{"startTime":777.85,"endTime":781.87,"body":"are not only delivering nice"},{"startTime":781.87,"endTime":785.11,"body":"welcome gifts, but making sure"},{"startTime":781.87,"endTime":785.11,"body":"that those are getting featured,"},{"startTime":785.14,"endTime":788.44,"body":"whether you are doing the"},{"startTime":785.14,"endTime":788.44,"body":"featuring or whether you are"},{"startTime":788.44,"endTime":792.31,"body":"somehow incentivizing or"},{"startTime":788.44,"endTime":792.31,"body":"encouraging your clients to do"},{"startTime":792.34,"endTime":796.72,"body":"like an unboxing kind of a video"},{"startTime":792.34,"endTime":796.72,"body":"and post that to their social."},{"startTime":797.35,"endTime":801.61,"body":"Motivation number six is"},{"startTime":797.35,"endTime":801.61,"body":"information or expertise. So"},{"startTime":801.61,"endTime":805.54,"body":"this is the reason that people"},{"startTime":801.61,"endTime":805.54,"body":"buy newspaper subscriptions, or"},{"startTime":805.54,"endTime":810.49,"body":"subscribe to Consumer Reports."},{"startTime":805.54,"endTime":810.49,"body":"They basically want someone else"},{"startTime":810.52,"endTime":814.06,"body":"to get all of the information"},{"startTime":810.52,"endTime":814.06,"body":"for them. And they are willing"},{"startTime":814.06,"endTime":819.49,"body":"to pay for that sort of curated"},{"startTime":814.06,"endTime":819.49,"body":"experience. And there are tons"},{"startTime":819.49,"endTime":823.3,"body":"of ways that photographers can"},{"startTime":819.49,"endTime":823.3,"body":"demonstrate expertise. They can"},{"startTime":823.3,"endTime":828.34,"body":"teach, they can write, they can"},{"startTime":823.3,"endTime":828.34,"body":"do educational series on social,"},{"startTime":828.37,"endTime":832.66,"body":"they can produce educational"},{"startTime":828.37,"endTime":832.66,"body":"content in a newsletter, they"},{"startTime":832.66,"endTime":837.7,"body":"can even teach a class in person"},{"startTime":832.66,"endTime":837.7,"body":"that not only gives value for"},{"startTime":837.7,"endTime":841.6,"body":"the content that it is"},{"startTime":837.7,"endTime":841.6,"body":"providing, but also shows that"},{"startTime":841.6,"endTime":846.58,"body":"photographer off as an expert in"},{"startTime":841.6,"endTime":846.58,"body":"their field. Anytime that you"},{"startTime":846.58,"endTime":851.59,"body":"are showcasing awards or"},{"startTime":846.58,"endTime":851.59,"body":"features or even testimonials on"},{"startTime":851.59,"endTime":857.02,"body":"your website, that is a way to"},{"startTime":851.59,"endTime":857.02,"body":"demonstrate expertise. And then"},{"startTime":857.14,"endTime":860.38,"body":"you guys know my favorite"},{"startTime":857.14,"endTime":860.38,"body":"getting on the phone with a"},{"startTime":860.38,"endTime":865.54,"body":"prospective client when someone"},{"startTime":860.38,"endTime":865.54,"body":"contacts you to potentially work"},{"startTime":865.54,"endTime":869.02,"body":"with you by getting on the"},{"startTime":865.54,"endTime":869.02,"body":"telephone with them or a zoom"},{"startTime":869.02,"endTime":872.35,"body":"call or even meeting with them"},{"startTime":869.02,"endTime":872.35,"body":"in person and walking them"},{"startTime":872.35,"endTime":875.89,"body":"through your pricing and your"},{"startTime":872.35,"endTime":875.89,"body":"process. And doing that in a way"},{"startTime":875.92,"endTime":879.04,"body":"where you are confident and you"},{"startTime":875.92,"endTime":879.04,"body":"are showing them that you have a"},{"startTime":879.04,"endTime":883.96,"body":"plan that is going to inspire in"},{"startTime":879.04,"endTime":883.96,"body":"them trust that you are an"},{"startTime":883.96,"endTime":886.96,"body":"expert that you know what you're"},{"startTime":883.96,"endTime":886.96,"body":"doing and that they can trust"},{"startTime":886.96,"endTime":889.96,"body":"you with not only their time but"},{"startTime":886.96,"endTime":889.96,"body":"also their money."},{"startTime":890.56,"endTime":894.07,"body":"Reason number seven that people"},{"startTime":890.56,"endTime":894.07,"body":"buy is that they see a"},{"startTime":894.07,"endTime":899.23,"body":"particular product as lower risk"},{"startTime":894.07,"endTime":899.23,"body":"or higher value than other"},{"startTime":899.23,"endTime":904.33,"body":"products that they are compared"},{"startTime":899.23,"endTime":904.33,"body":"against. Now, obviously, this"},{"startTime":904.33,"endTime":909.22,"body":"could be taken in the lower"},{"startTime":904.33,"endTime":909.22,"body":"price wins kind of way, right."},{"startTime":909.61,"endTime":913.24,"body":"And that is certainly true."},{"startTime":909.61,"endTime":913.24,"body":"Sometimes if customers are truly"},{"startTime":913.24,"endTime":916.69,"body":"price sensitive, then they may"},{"startTime":913.24,"endTime":916.69,"body":"be pre shopping for the cheapest"},{"startTime":916.69,"endTime":920.35,"body":"option that will get the job"},{"startTime":916.69,"endTime":920.35,"body":"done. But I want to underline"},{"startTime":920.35,"endTime":923.14,"body":"and I'm going to come back to"},{"startTime":920.35,"endTime":923.14,"body":"this in a minute, that is not"},{"startTime":923.14,"endTime":928.03,"body":"true for everyone. In fact,"},{"startTime":923.14,"endTime":928.03,"body":"although no one out there, no"},{"startTime":928.03,"endTime":931.54,"body":"matter how much money they have,"},{"startTime":928.03,"endTime":931.54,"body":"wants to be taken advantage of,"},{"startTime":931.9,"endTime":935.86,"body":"there are a lot of people out"},{"startTime":931.9,"endTime":935.86,"body":"there who will view super low"},{"startTime":935.86,"endTime":940.51,"body":"prices with suspicion, I got an"},{"startTime":935.86,"endTime":940.51,"body":"ad just yesterday when I was"},{"startTime":940.51,"endTime":945.16,"body":"putting this, my notes together"},{"startTime":940.51,"endTime":945.16,"body":"for this episode, for a really"},{"startTime":945.16,"endTime":949.0,"body":"cute pair of pants, popped them"},{"startTime":945.16,"endTime":949.0,"body":"up in my Instagram feed. And it"},{"startTime":949.0,"endTime":952.15,"body":"was cute enough that I like"},{"startTime":949.0,"endTime":952.15,"body":"clicked on it and looked at"},{"startTime":952.15,"endTime":956.92,"body":"them. And they were so"},{"startTime":952.15,"endTime":956.92,"body":"inexpensive, that I sort of sat"},{"startTime":956.92,"endTime":961.27,"body":"there thinking like, hmm,"},{"startTime":956.92,"endTime":961.27,"body":"there's no way that these are"},{"startTime":961.27,"endTime":965.08,"body":"going to show up and be of any"},{"startTime":961.27,"endTime":965.08,"body":"kind of quality, they're"},{"startTime":965.08,"endTime":967.96,"body":"probably going to fall apart in"},{"startTime":965.08,"endTime":967.96,"body":"the first couple of weeks that I"},{"startTime":967.96,"endTime":969.97,"body":"have them. And then I'm going to"},{"startTime":967.96,"endTime":969.97,"body":"have to go through the whole"},{"startTime":969.97,"endTime":972.76,"body":"trouble of like shipping them"},{"startTime":969.97,"endTime":972.76,"body":"back and the whole thing. So I"},{"startTime":972.76,"endTime":977.44,"body":"didn't buy because they were as"},{"startTime":972.76,"endTime":977.44,"body":"cheap as they were. And when it"},{"startTime":977.44,"endTime":981.01,"body":"comes to photography, the same"},{"startTime":977.44,"endTime":981.01,"body":"is going to be true, a super low"},{"startTime":981.01,"endTime":986.59,"body":"price may actually demonstrate"},{"startTime":981.01,"endTime":986.59,"body":"to some people that it is a"},{"startTime":986.59,"endTime":990.46,"body":"lower risk or a higher value,"},{"startTime":986.59,"endTime":990.46,"body":"but to other people that may"},{"startTime":990.46,"endTime":993.58,"body":"call into question the quality"},{"startTime":990.46,"endTime":993.58,"body":"that you're going to provide. So"},{"startTime":993.58,"endTime":994.93,"body":"proceed with caution."},{"startTime":994.0,"endTime":999.64,"body":"What I would instead recommend"},{"startTime":994.0,"endTime":999.64,"body":"that you consider when it comes"},{"startTime":999.64,"endTime":1003.51,"body":"to positioning yourself as a"},{"startTime":999.64,"endTime":1003.51,"body":"lower risk or higher value"},{"startTime":1004.2,"endTime":1010.02,"body":"photographer is that you"},{"startTime":1004.2,"endTime":1010.02,"body":"consider how you can lower this"},{"startTime":1010.17,"endTime":1014.22,"body":"person's risk without lowering"},{"startTime":1010.17,"endTime":1014.22,"body":"the overall price. And for those"},{"startTime":1014.22,"endTime":1017.94,"body":"of you who are familiar with the"},{"startTime":1014.22,"endTime":1017.94,"body":"way that I structure my pricing"},{"startTime":1017.94,"endTime":1022.23,"body":"with simple sales, I start out"},{"startTime":1017.94,"endTime":1022.23,"body":"with a session fee. And the"},{"startTime":1022.23,"endTime":1027.0,"body":"session fee is a way to lower"},{"startTime":1022.23,"endTime":1027.0,"body":"that barrier to entry, someone"},{"startTime":1027.0,"endTime":1030.36,"body":"knows that eventually they will"},{"startTime":1027.0,"endTime":1030.36,"body":"spend more money if they like"},{"startTime":1030.36,"endTime":1034.05,"body":"their photos, but I have reduced"},{"startTime":1030.36,"endTime":1034.05,"body":"the pressure on them in the"},{"startTime":1034.05,"endTime":1038.31,"body":"beginning. Compared to the all"},{"startTime":1034.05,"endTime":1038.31,"body":"inclusive photographers in my"},{"startTime":1038.31,"endTime":1042.21,"body":"area who are asking for"},{"startTime":1038.31,"endTime":1042.21,"body":"everything up front, I say, you"},{"startTime":1042.21,"endTime":1044.55,"body":"know, we're going to start out"},{"startTime":1042.21,"endTime":1044.55,"body":"with a session fee that's going"},{"startTime":1044.55,"endTime":1047.43,"body":"to cover the time of the session"},{"startTime":1044.55,"endTime":1047.43,"body":"and the editing and the"},{"startTime":1047.43,"endTime":1051.27,"body":"preparation and all of that. And"},{"startTime":1047.43,"endTime":1051.27,"body":"then once you've had a chance to"},{"startTime":1051.27,"endTime":1054.93,"body":"see your images and know for"},{"startTime":1051.27,"endTime":1054.93,"body":"sure that you want to proceed,"},{"startTime":1055.14,"endTime":1058.56,"body":"then you'll make a purchasing"},{"startTime":1055.14,"endTime":1058.56,"body":"decision. And that really makes"},{"startTime":1058.56,"endTime":1060.72,"body":"it a lot easier for people to"},{"startTime":1058.56,"endTime":1060.72,"body":"commit."},{"startTime":1061.2,"endTime":1065.04,"body":"Reason number seven that people"},{"startTime":1061.2,"endTime":1065.04,"body":"buy has to do with social image"},{"startTime":1065.04,"endTime":1069.51,"body":"or status. Now, photographers"},{"startTime":1065.04,"endTime":1069.51,"body":"who are going for that"},{"startTime":1069.51,"endTime":1073.77,"body":"particular demographic or that"},{"startTime":1069.51,"endTime":1073.77,"body":"purchasing motivation are going"},{"startTime":1073.77,"endTime":1078.9,"body":"to be unapologetically high end,"},{"startTime":1073.77,"endTime":1078.9,"body":"they are not only going to not"},{"startTime":1079.32,"endTime":1082.11,"body":"hide the fact that they're more"},{"startTime":1079.32,"endTime":1082.11,"body":"expensive than other"},{"startTime":1082.11,"endTime":1085.41,"body":"photographers, they are actually"},{"startTime":1082.11,"endTime":1085.41,"body":"going to use that to their"},{"startTime":1085.41,"endTime":1089.31,"body":"advantage, they are going to"},{"startTime":1085.41,"endTime":1089.31,"body":"lean into the luxury side of"},{"startTime":1089.31,"endTime":1092.37,"body":"things with that unicorn"},{"startTime":1089.31,"endTime":1092.37,"body":"business model. If you've heard"},{"startTime":1092.37,"endTime":1095.31,"body":"me talk about the unicorn, the"},{"startTime":1092.37,"endTime":1095.31,"body":"workhorse and the donkey"},{"startTime":1095.31,"endTime":1096.24,"body":"business models."},{"startTime":1097.65,"endTime":1101.37,"body":"In that case, and in that"},{"startTime":1097.65,"endTime":1101.37,"body":"business structure, you would"},{"startTime":1101.37,"endTime":1105.15,"body":"want to stay away from things"},{"startTime":1101.37,"endTime":1105.15,"body":"like discounting because that's"},{"startTime":1105.15,"endTime":1109.53,"body":"not going to incentivize your"},{"startTime":1105.15,"endTime":1109.53,"body":"purchasers, that's actually"},{"startTime":1109.53,"endTime":1112.65,"body":"going to be a turnoff, that's"},{"startTime":1109.53,"endTime":1112.65,"body":"going to be a red flag for them,"},{"startTime":1112.92,"endTime":1116.01,"body":"that this is not the luxury"},{"startTime":1112.92,"endTime":1116.01,"body":"experience that they are looking"},{"startTime":1116.01,"endTime":1120.18,"body":"for. So if your ideal clients"},{"startTime":1116.01,"endTime":1120.18,"body":"are choosing to work with you"},{"startTime":1120.18,"endTime":1124.86,"body":"because it contributes to a"},{"startTime":1120.18,"endTime":1124.86,"body":"social image or a high status,"},{"startTime":1124.89,"endTime":1130.23,"body":"you want to build your packages"},{"startTime":1124.89,"endTime":1130.23,"body":"around that and think about how"},{"startTime":1130.23,"endTime":1134.73,"body":"you can create what feels like a"},{"startTime":1130.23,"endTime":1134.73,"body":"truly bespoke experience."},{"startTime":1135.74,"endTime":1140.21,"body":"Number nine is cause based"},{"startTime":1135.74,"endTime":1140.21,"body":"purchases, people spend money"},{"startTime":1140.39,"endTime":1144.65,"body":"with companies and for products"},{"startTime":1140.39,"endTime":1144.65,"body":"that they believe represent"},{"startTime":1144.65,"endTime":1148.91,"body":"their values. And the same is"},{"startTime":1144.65,"endTime":1148.91,"body":"true in photography. Now, this"},{"startTime":1148.91,"endTime":1151.4,"body":"isn't true for every"},{"startTime":1148.91,"endTime":1151.4,"body":"photographer, but there are"},{"startTime":1151.4,"endTime":1155.75,"body":"plenty of photographers out"},{"startTime":1151.4,"endTime":1155.75,"body":"there who are activists, and"},{"startTime":1155.75,"endTime":1159.83,"body":"whose brands are centered on"},{"startTime":1155.75,"endTime":1159.83,"body":"that activism. It's all over"},{"startTime":1159.83,"endTime":1163.91,"body":"their social media. They are"},{"startTime":1159.83,"endTime":1163.91,"body":"outspoken advocates for this or"},{"startTime":1163.91,"endTime":1169.19,"body":"that or the other, or they are"},{"startTime":1163.91,"endTime":1169.19,"body":"very anti certain things. And"},{"startTime":1170.15,"endTime":1174.71,"body":"those people are going to have a"},{"startTime":1170.15,"endTime":1174.71,"body":"very strong attraction for"},{"startTime":1174.71,"endTime":1178.4,"body":"certain potential clients, and"},{"startTime":1174.71,"endTime":1178.4,"body":"then they're going to repel"},{"startTime":1178.4,"endTime":1182.27,"body":"other clients. And once upon a"},{"startTime":1178.4,"endTime":1182.27,"body":"time this was a strategy that"},{"startTime":1182.27,"endTime":1185.6,"body":"was frowned upon. In business"},{"startTime":1182.27,"endTime":1185.6,"body":"people would say don't mix"},{"startTime":1185.6,"endTime":1189.8,"body":"business and politics don't mix"},{"startTime":1185.6,"endTime":1189.8,"body":"business and religion. But these"},{"startTime":1189.8,"endTime":1194.33,"body":"days, it's much more common for"},{"startTime":1189.8,"endTime":1194.33,"body":"people and brands to take a"},{"startTime":1194.33,"endTime":1199.94,"body":"stand and consumers tend to like"},{"startTime":1194.33,"endTime":1199.94,"body":"that. It's also possible to take"},{"startTime":1199.94,"endTime":1203.66,"body":"a stand for things that aren't"},{"startTime":1199.94,"endTime":1203.66,"body":"terribly polarizing. There are"},{"startTime":1203.66,"endTime":1208.07,"body":"photographers I know who do"},{"startTime":1203.66,"endTime":1208.07,"body":"volunteer work for, let's say"},{"startTime":1208.07,"endTime":1211.91,"body":"Children's Cancer hospitals,"},{"startTime":1208.07,"endTime":1211.91,"body":"everybody can get on board with"},{"startTime":1211.91,"endTime":1215.63,"body":"that. And the fact that that"},{"startTime":1211.91,"endTime":1215.63,"body":"person puts their time and money"},{"startTime":1215.63,"endTime":1220.16,"body":"and efforts into supporting a"},{"startTime":1215.63,"endTime":1220.16,"body":"cause like that is going to"},{"startTime":1220.16,"endTime":1224.24,"body":"attract a lot of people who feel"},{"startTime":1220.16,"endTime":1224.24,"body":"good about spending their money"},{"startTime":1224.24,"endTime":1227.39,"body":"in support of a person or a"},{"startTime":1224.24,"endTime":1227.39,"body":"business that is aligned with"},{"startTime":1227.39,"endTime":1228.59,"body":"their values in that way."},{"startTime":1228.0,"endTime":1231.96,"body":"And the final purchase motivator"},{"startTime":1228.0,"endTime":1231.96,"body":"that I want to talk about today"},{"startTime":1231.96,"endTime":1236.04,"body":"is when a business is able to"},{"startTime":1231.96,"endTime":1236.04,"body":"create a sense of belonging or"},{"startTime":1236.04,"endTime":1242.7,"body":"affiliation for their clients."},{"startTime":1236.04,"endTime":1242.7,"body":"So when someone is purchasing,"},{"startTime":1242.73,"endTime":1247.2,"body":"they become a member, or they"},{"startTime":1242.73,"endTime":1247.2,"body":"become part of some kind of a"},{"startTime":1247.2,"endTime":1251.85,"body":"club, that can be a very strong"},{"startTime":1247.2,"endTime":1251.85,"body":"motivator for someone to choose"},{"startTime":1251.97,"endTime":1255.78,"body":"one, let's say photographer over"},{"startTime":1251.97,"endTime":1255.78,"body":"another. And the number one"},{"startTime":1255.78,"endTime":1259.47,"body":"example that comes to mind for"},{"startTime":1255.78,"endTime":1259.47,"body":"me when it comes to creating"},{"startTime":1259.47,"endTime":1262.86,"body":"belonging or affiliation in"},{"startTime":1259.47,"endTime":1262.86,"body":"photography, our senior"},{"startTime":1262.86,"endTime":1265.98,"body":"photographers who do modeling"},{"startTime":1262.86,"endTime":1265.98,"body":"programs, as you can imagine,"},{"startTime":1265.98,"endTime":1271.86,"body":"teenagers in particular love to"},{"startTime":1265.98,"endTime":1271.86,"body":"have that affiliation or that"},{"startTime":1271.86,"endTime":1276.9,"body":"belonging, that part of a group"},{"startTime":1271.86,"endTime":1276.9,"body":"that senior photographers can"},{"startTime":1276.9,"endTime":1279.87,"body":"sort of garner. So when they do"},{"startTime":1276.9,"endTime":1279.87,"body":"that, and they feature that in a"},{"startTime":1279.87,"endTime":1284.1,"body":"prominent way, that is a"},{"startTime":1279.87,"endTime":1284.1,"body":"wonderful way to encourage other"},{"startTime":1284.22,"endTime":1287.97,"body":"teenagers to sign up with their"},{"startTime":1284.22,"endTime":1287.97,"body":"business for their senior"},{"startTime":1287.97,"endTime":1288.6,"body":"portraits."},{"startTime":1289.26,"endTime":1293.19,"body":"So to recap those 10 reasons"},{"startTime":1289.26,"endTime":1293.19,"body":"that people buy, we have"},{"startTime":1293.19,"endTime":1300.09,"body":"convenience, entertainment,"},{"startTime":1293.19,"endTime":1300.09,"body":"wellness, nostalgia, reward,"},{"startTime":1300.99,"endTime":1307.17,"body":"expertise, lower risk and higher"},{"startTime":1300.99,"endTime":1307.17,"body":"value, social image or status,"},{"startTime":1307.86,"endTime":1313.14,"body":"cause based purchases, and then"},{"startTime":1307.86,"endTime":1313.14,"body":"those brands that create a sense"},{"startTime":1313.14,"endTime":1320.22,"body":"of belonging or affiliation. But"},{"startTime":1313.14,"endTime":1320.22,"body":"with all of those, still, most"},{"startTime":1320.22,"endTime":1324.42,"body":"photographers that I talked to"},{"startTime":1320.22,"endTime":1324.42,"body":"get hyper focused on two things,"},{"startTime":1324.93,"endTime":1329.01,"body":"the quality of their photos, and"},{"startTime":1324.93,"endTime":1329.01,"body":"their price point. And they talk"},{"startTime":1329.01,"endTime":1332.76,"body":"about those, as though they are"},{"startTime":1329.01,"endTime":1332.76,"body":"the only reasons that someone"},{"startTime":1332.76,"endTime":1336.81,"body":"would or would not hire them."},{"startTime":1332.76,"endTime":1336.81,"body":"And for sure, those two things"},{"startTime":1336.81,"endTime":1341.43,"body":"are going to attract some people"},{"startTime":1336.81,"endTime":1341.43,"body":"and repel or exclude others,"},{"startTime":1341.43,"endTime":1345.75,"body":"right. But they are by no means"},{"startTime":1341.43,"endTime":1345.75,"body":"the whole story of why someone"},{"startTime":1345.75,"endTime":1349.02,"body":"hires you or doesn't hire you."},{"startTime":1345.75,"endTime":1349.02,"body":"And that is my point and going"},{"startTime":1349.02,"endTime":1353.55,"body":"through all of those 10. Because"},{"startTime":1349.02,"endTime":1353.55,"body":"I would say that those two"},{"startTime":1353.55,"endTime":1358.23,"body":"things are just kind of a"},{"startTime":1353.55,"endTime":1358.23,"body":"baseline. They are a tripwire,"},{"startTime":1358.26,"endTime":1361.05,"body":"if someone doesn't like your"},{"startTime":1358.26,"endTime":1361.05,"body":"photos, it doesn't really matter"},{"startTime":1361.05,"endTime":1364.95,"body":"anything else about what you"},{"startTime":1361.05,"endTime":1364.95,"body":"offer, or how you offer it. If"},{"startTime":1364.95,"endTime":1368.61,"body":"someone can't afford your"},{"startTime":1364.95,"endTime":1368.61,"body":"prices, that's a non starter, it"},{"startTime":1368.61,"endTime":1372.78,"body":"doesn't ultimately matter what"},{"startTime":1368.61,"endTime":1372.78,"body":"you're doing to package that up."},{"startTime":1373.47,"endTime":1378.57,"body":"That said, once you get past"},{"startTime":1373.47,"endTime":1378.57,"body":"that starting line, there is a"},{"startTime":1378.57,"endTime":1383.22,"body":"client out there for absolutely"},{"startTime":1378.57,"endTime":1383.22,"body":"every photographic style and"},{"startTime":1383.22,"endTime":1385.11,"body":"skill level and price point."},{"startTime":1385.83,"endTime":1388.77,"body":"When it comes to actually"},{"startTime":1385.83,"endTime":1388.77,"body":"choosing a photographer, though,"},{"startTime":1388.86,"endTime":1393.87,"body":"people need a hook to help them"},{"startTime":1388.86,"endTime":1393.87,"body":"differentiate and decide between"},{"startTime":1393.9,"endTime":1399.03,"body":"all the options that they have."},{"startTime":1393.9,"endTime":1399.03,"body":"So as you know, when a client is"},{"startTime":1399.03,"endTime":1402.15,"body":"new, and I am bringing them into"},{"startTime":1399.03,"endTime":1402.15,"body":"my business for the first time,"},{"startTime":1402.18,"endTime":1405.57,"body":"I use my simple sales system."},{"startTime":1402.18,"endTime":1405.57,"body":"And I think that simple sales in"},{"startTime":1405.57,"endTime":1411.06,"body":"particular appeals to people in"},{"startTime":1405.57,"endTime":1411.06,"body":"three of those areas. Number one"},{"startTime":1411.09,"endTime":1414.84,"body":"is expertise. Here I am, I'm"},{"startTime":1411.09,"endTime":1414.84,"body":"getting on the phone with them,"},{"startTime":1414.87,"endTime":1418.47,"body":"and I'm talking them through a"},{"startTime":1414.87,"endTime":1418.47,"body":"system. It's easy enough to"},{"startTime":1418.47,"endTime":1422.52,"body":"explain it's not a complicated"},{"startTime":1418.47,"endTime":1422.52,"body":"system, but it feels tried and"},{"startTime":1422.52,"endTime":1426.03,"body":"tested, they can sort of look"},{"startTime":1422.52,"endTime":1426.03,"body":"and see that I know what I'm"},{"startTime":1426.03,"endTime":1429.12,"body":"doing. I know what I'm talking"},{"startTime":1426.03,"endTime":1429.12,"body":"about. So there's that trust in"},{"startTime":1429.12,"endTime":1434.1,"body":"my expertise. Number two is"},{"startTime":1429.12,"endTime":1434.1,"body":"convenience. One of the things"},{"startTime":1434.1,"endTime":1438.0,"body":"that I sort of harp on when we"},{"startTime":1434.1,"endTime":1438.0,"body":"are on the phone is that once"},{"startTime":1438.0,"endTime":1441.51,"body":"they hire me, I am going to walk"},{"startTime":1438.0,"endTime":1441.51,"body":"them through the whole thing,"},{"startTime":1441.66,"endTime":1445.62,"body":"step by step. And other than the"},{"startTime":1441.66,"endTime":1445.62,"body":"session itself, everything is"},{"startTime":1445.62,"endTime":1449.16,"body":"online, they can do everything"},{"startTime":1445.62,"endTime":1449.16,"body":"on their time, they don't have"},{"startTime":1449.16,"endTime":1453.33,"body":"to wait for me or my"},{"startTime":1449.16,"endTime":1453.33,"body":"convenience. And finally, simple"},{"startTime":1453.33,"endTime":1456.57,"body":"sales provides that lower risk."},{"startTime":1453.33,"endTime":1456.57,"body":"And we talked about this before,"},{"startTime":1456.57,"endTime":1460.68,"body":"but because there is a session"},{"startTime":1456.57,"endTime":1460.68,"body":"fee and not an all inclusive"},{"startTime":1460.68,"endTime":1465.12,"body":"fee, they are able to spend just"},{"startTime":1460.68,"endTime":1465.12,"body":"a little bit before they see"},{"startTime":1465.12,"endTime":1468.21,"body":"their photos, which makes people"},{"startTime":1465.12,"endTime":1468.21,"body":"feel a lot more confident."},{"startTime":1469.29,"endTime":1472.17,"body":"After someone has come through"},{"startTime":1469.29,"endTime":1472.17,"body":"simple sales after they've"},{"startTime":1472.17,"endTime":1476.19,"body":"worked with me, I pivot the"},{"startTime":1472.17,"endTime":1476.19,"body":"message a bit because their"},{"startTime":1476.19,"endTime":1479.64,"body":"needs have changed. They no"},{"startTime":1476.19,"endTime":1479.64,"body":"longer need to be convinced of"},{"startTime":1479.64,"endTime":1484.44,"body":"my expertise. They no longer"},{"startTime":1479.64,"endTime":1484.44,"body":"need that lower risk because"},{"startTime":1484.44,"endTime":1487.77,"body":"they trust because they have"},{"startTime":1484.44,"endTime":1487.77,"body":"experience that I am going to"},{"startTime":1487.77,"endTime":1490.5,"body":"deliver on the promise of good"},{"startTime":1487.77,"endTime":1490.5,"body":"photos."},{"startTime":1491.05,"endTime":1495.28,"body":"So instead, I invite them into"},{"startTime":1491.05,"endTime":1495.28,"body":"my membership and I sell the"},{"startTime":1495.28,"endTime":1498.46,"body":"membership with slightly"},{"startTime":1495.28,"endTime":1498.46,"body":"different purchase motivators."},{"startTime":1499.21,"endTime":1502.99,"body":"Number one is that they are"},{"startTime":1499.21,"endTime":1502.99,"body":"becoming a member. Right. So"},{"startTime":1502.99,"endTime":1507.34,"body":"that's that belonging and"},{"startTime":1502.99,"endTime":1507.34,"body":"affiliation piece, I am also"},{"startTime":1507.34,"endTime":1510.25,"body":"offering them even more"},{"startTime":1507.34,"endTime":1510.25,"body":"convenience, all of a sudden"},{"startTime":1510.25,"endTime":1513.1,"body":"they have the ability to self"},{"startTime":1510.25,"endTime":1513.1,"body":"schedule on my calendar, they"},{"startTime":1513.1,"endTime":1516.97,"body":"have first dibs to my calendar,"},{"startTime":1513.1,"endTime":1516.97,"body":"they don't even have to think"},{"startTime":1516.97,"endTime":1520.3,"body":"about scheduling because I am"},{"startTime":1516.97,"endTime":1520.3,"body":"going to reach out to them and"},{"startTime":1520.3,"endTime":1524.47,"body":"say, hey, it's time for your"},{"startTime":1520.3,"endTime":1524.47,"body":"session. And then finally, I"},{"startTime":1524.47,"endTime":1530.8,"body":"reward my members, they get not"},{"startTime":1524.47,"endTime":1530.8,"body":"only a better overall value when"},{"startTime":1530.8,"endTime":1535.3,"body":"they're a member versus when"},{"startTime":1530.8,"endTime":1535.3,"body":"they hire me as a one off, but"},{"startTime":1535.3,"endTime":1538.18,"body":"they're also getting tons of"},{"startTime":1535.3,"endTime":1538.18,"body":"little special perks along the"},{"startTime":1538.18,"endTime":1542.95,"body":"way. So they feel like their"},{"startTime":1538.18,"endTime":1542.95,"body":"loyalty is being rewarded."},{"startTime":1543.95,"endTime":1549.26,"body":"So today, I want you to think"},{"startTime":1543.95,"endTime":1549.26,"body":"through your process, I want you"},{"startTime":1549.26,"endTime":1554.42,"body":"to think outside the box of"},{"startTime":1549.26,"endTime":1554.42,"body":"price outside the box of photos."},{"startTime":1554.42,"endTime":1557.6,"body":"And I want you to think if you"},{"startTime":1554.42,"endTime":1557.6,"body":"were one of let's say 20"},{"startTime":1557.6,"endTime":1561.62,"body":"photographers being interviewed"},{"startTime":1557.6,"endTime":1561.62,"body":"by a single prospective client,"},{"startTime":1561.89,"endTime":1565.85,"body":"and all of you all 20,"},{"startTime":1561.89,"endTime":1565.85,"body":"photographers had pretty similar"},{"startTime":1565.85,"endTime":1569.81,"body":"skill level, relatively similar"},{"startTime":1565.85,"endTime":1569.81,"body":"style. And you all have the same"},{"startTime":1569.81,"endTime":1573.08,"body":"price point, right? What would"},{"startTime":1569.81,"endTime":1573.08,"body":"you talk about during that"},{"startTime":1573.08,"endTime":1577.91,"body":"interview? What would make you"},{"startTime":1573.08,"endTime":1577.91,"body":"stand out? What do you do best?"},{"startTime":1578.45,"endTime":1583.79,"body":"And what does your ideal client"},{"startTime":1578.45,"endTime":1583.79,"body":"value the most if you get 100%"},{"startTime":1584.09,"endTime":1589.28,"body":"clear on what the top two or"},{"startTime":1584.09,"endTime":1589.28,"body":"three of those items is for you"},{"startTime":1589.28,"endTime":1594.26,"body":"and for your clients, and then"},{"startTime":1589.28,"endTime":1594.26,"body":"use your website and your social"},{"startTime":1594.26,"endTime":1598.31,"body":"media to really demonstrate how"},{"startTime":1594.26,"endTime":1598.31,"body":"you solve those problems for"},{"startTime":1598.31,"endTime":1602.0,"body":"people. You are going to see"},{"startTime":1598.31,"endTime":1602.0,"body":"your inquiries grow and your"},{"startTime":1602.0,"endTime":1603.95,"body":"conversion rates soar."},{"startTime":1604.67,"endTime":1607.52,"body":"Well, that's it for this week's"},{"startTime":1604.67,"endTime":1607.52,"body":"episode of this can't be that"},{"startTime":1607.52,"endTime":1611.48,"body":"hard. I'll be back Same time,"},{"startTime":1607.52,"endTime":1611.48,"body":"same place next week. In the"},{"startTime":1611.48,"endTime":1614.51,"body":"meantime, you can find more"},{"startTime":1611.48,"endTime":1614.51,"body":"information about this episode,"},{"startTime":1614.57,"endTime":1618.05,"body":"along with all the relevant"},{"startTime":1614.57,"endTime":1618.05,"body":"links, notes and downloads at"},{"startTime":1618.05,"endTime":1621.74,"body":"this can't be that hard comm"},{"startTime":1618.05,"endTime":1621.74,"body":"slash learn. If you like the"},{"startTime":1621.74,"endTime":1625.31,"body":"podcast, be sure to hit the"},{"startTime":1621.74,"endTime":1625.31,"body":"subscribe button. Even better,"},{"startTime":1625.46,"endTime":1629.12,"body":"share the love by leaving a"},{"startTime":1625.46,"endTime":1629.12,"body":"review in iTunes. And as always,"},{"startTime":1629.3,"endTime":1632.84,"body":"thanks so much for joining me. I"},{"startTime":1629.3,"endTime":1632.84,"body":"hope you have a fantastic week."}]}