There is a reason you get all that “junk mail” every day – it works! Using direct mail is one of the most popular and effective ways for your photography business to reach new customers.
Components of a successful photography business mailer:
- Images. This goes without saying, really. Your chosen images need to reflect your target group (seniors, brides, children, etc.). You need a great image to capture the viewer’s attention. Be sure that you have a model release for any images you use.
- Headline. Your headline should be short and get right to the point. Without a god headline, your viewer has no reason to read the rest of your copy. Good headlines include questions that peak interest, or bold statements that attract attention. Examples:
- Is your child growing up too fast?
- Believe it or not, these are not professional models!
- Preserve your family memories before they are gone forever
- Copy. Copy is another word for your sales message. Here are some ideas of what to include in your copy:
- Why your photography business is unique
- What unique services you can provide to your photography clients
- Any planned sales or special events that your photography studio will be having
- A “call to action” – meaning phrases such as “call today” and give your phone number, or “appointments are filling up fast, so be sure to call us today to reserve your spot” etc.
- Logo. You should include your photography business logo somewhere on the mailer. In addition to your logo, you should mention the name of your photography business in your copy at least twice.
- Contact info. This includes your phone number (with hours of operation), email address, and website address. You can also include your physical address if desired (although I would not do this if you are running a home based photography business).
Copyright 2006 by Cindy Bracken. This article may not be reproduced or distributed without written consent of the author.