I just finished a program in Atlantic City for WPPI Road Show called, "SImple Answers to Things I Learned the Hard Way". If you were at the program and are looking for the notes to download, you've come to the right place!
During my program, I talked about a lot of different things that have made a difference to my business, and I wish I would had known about sooner. I guess it's always easier to look back and say, "If only I'd known". Right? I try to do that with advice to my kids too, but it never seems to work. I tell them, "trust me, if you start doing this now, you'll be a millionaire by the time you're mid 20s! But all they can say is, "Squirrel!"
To download the program notes, click here. Don't forget to use the password I gave you at the program!
One of the things we talked about in the program was the concept of finding your Mona Lisa. I learned years ago that showing my clients too many similar images was not "giving them more choices", but was actually overwhelming them and preventing them from making a purchase decision. When I started showing less images – only my favorite, best, "Mona Lisa" images, they actually made decisions quicker and ended up buying more.
The other reason I call it the Mona Lisa is that items that are scarce are perceived as more valuable – just like the one-of-a-kind Mona Lisa. If there were 5 slightly different variations of the priceless painting, each one just slightly different, then she wouldn't be nearly special, nor as priceless. Only somewhat priceless. You follow my drift?
When you buy stuff off a rack of similar items, you inherently feel the value is less. When you see just one, and only one, of something you like, you covet it more and the perceived value goes up.
Edit diligently in your workflow and show only the best of the series of images to your clients. They will appreciate it more, select quicker, and chances are good that you'll increase your average sale as well.
Thank you again to my program supporters! WHCC for their beautiful lab services, amazing service, money making backdrops. Thank you Asukabook for giving me boutique quality coffee table books that separate me from the masses. Thanks B&H for feeding my gear habit with phenomenal selection and prices! Expo Imaging for the lighting tools I use every day, Triple Scoop Music for the groovy tunes that bring life to every presentation, and Tamrac for the camera bags and cases that have been at my side for nearly 20 years. I appreciate your great products and services!