Think about your dream client for a minute, you know that one you just cross your fingers and hope will land in your inbox? Hopefully if you’ve been following this series, you’ve been implementing the steps to refine your brand, reach your ideal clients, and you’ve been leveraging social media to make it all happen! Today we are going to talk about creating a boutique experience that will let you charge more, work less, and make every client bragging about your ‘til kingdom come.
So, let me let you in on a little secret. Your clients expect your service or product – what they don’t expect is the experience you can provide them. What am I talking about? Well, as a photographer, my clients obviously expect photographs… but when they sign on with me they are getting so much more. I learned early on that in order to set yourself a part in your industry, each touch point with your client needs to be memorable, exciting, and part of a total experience that will stick with them years from now.
I had been on a trajectory for more, more, more until I almost broke and burnt out. Each year I was booking more and more work and while my bank account was thanking me, my life wasn’t. I was working around the clock trying to personalize each experience for each client and it was leaving me entirely drained and depleted. I realized that in order to be my best self, I had to cut back, I had to raise my prices, but all of those thoughts can be easier said than done. So how do you do that and not tank your business? You make the experience worth every penny.
The experience starts from the minute a client hears your name. Chances are they will go to your website, maybe click to your blog, or scroll your Instagram account. What are they seeing? What are they feeling? Are they engaged? Excited? Connected? While each of entity may feel totally separate for your business, they all play together to start giving your clients a feel of what they can expect from you should they hire you!
For me, I want to attract a brides that feel like they could hang out on the couch with a glass of wine, a Netflix marathon, and yoga pants. I want them to feel like I’m their sixth bridesmaid and a dear friend who can hug their grandma and it isn’t weird. I want them to get the vibe that they can be comfortable, goofy, and authentic in front of me (while also appreciating that I am the authority and can take control when necessary!) I want them to feel connected and comfortable with me while relinquishing trust that they will get THE best images in the most authentic, easy way.
It’s hard as a business owner to think about how you can give your clients an experience but when you start to dissect each touch point from emails to welcome gifts, personalized mail to beautifully branded communication. Make sure every time your client is in touch with you, they feel like they are ingesting you, your personality, and your brand. Set yourself apart from the rest, make it memorable, and when you do, you will create client evangelists that will allow your marketing budget to be zero dollars and new clients kicking down the door waiting for their chance to work with you!