I was just speaking to a fellow photographer yesterday, giving her and her assistant an overview of the presentation I’m giving tomorrow in Denver at the ProDPI headquarters (spots still available here). And one of the things that popped into my head was this: I firmly believe that albums are one of the last frontiers of true profitability in wedding and portrait photography. Now keep in mind that I said, “one of.” But my point is this. Prints are losing their value because they are everywhere. Canvas wraps are extremely profitable, but many clients are reticent about large photos of themselves on the wall. I believe fine art portrait and wedding albums are a product that can both appeal to every segment of our market, and a product that, when done right, cannot be reproduced by our clients. In the age of professional prints and canvases available on every corner, including Costco, this is an important point.
Tip 1 – Show more albums
This may seem like a no brainer, but people only buy what they can see, touch and feel. I’ve hear of photographers complaining that they never sell anything beyond a 10″x10″ album. But, later I find out that they only show 10″x10″ albums and give the option to upgrade the size. But the client can’t know what a 12″x12″ or 14″x14″ feels and looks like without holding that album. In the studio, photographers need to have samples of each and every size they want to sell.
Albums are an emotional product. They are one of the few products that photographers sell, that can be picked up, held and coddled. When picking up a fine art cloth or leather album, the first thing a person does is feel the pattern, turn it over front and back before opening it. It is an emotional, physical experience and the only way to capitalize on that is by having samples in the studio – this means multiple samples, in multiple sizes with multiple covers.
Most album companies have swatch books with samples of all their cloth and leather choices. And because these samples cost money, many photographers choose to not have them on hand. Clients need to feel and touch their cover choices, especially the more expensive leathers, metals and plexi options available. It’s this tactile connection which creates and emotional response. And business statistics over and over prove that people buy on emotion, not on price, especially when it comes to weddings.
In order to sell more albums, it’s essential that we tap into this emotional response clients’ have when touching sample albums and sample swatches. Without these emotional responses, album sales and album upgrades will be low.
Fundy
Fundy is the creator of many design and business solutions. Best known for his album design software, Album Builder, he’s just released a brand new product, Prosper™ a complete pricing and packaging application. Free trials are available here.
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7 Comments at "7 Tips to Selling More Albums – Tip 1"
It all depends one’s market. Higher end studios can do this. Lower end cannot.
Guilty as charged. A major goal this year is to revamp my entire selection of samples, with more high-end and BIG books. I wonder why my clients all choose press books when that is most of what I show — duh!
I disagree with the statement that only high end studios can do this. I offer payment plans so clients can spread the cost out over (a reasonable amount) time. When I started showing sample albums not only did I sell more albums but I also BOOKED more weddings to begin with. If you don’t do albums and if you don’t have sample ones to show you aren’t going to progress very far.
Album sales are an important current consideration here too.
I feel understanding one’s market and own brand are essential.
It is my own intuition clients who come to me specifically for my style and vision are already qualified for a certain style album. Providing a number of choices outside that style may weaken the perception of my “brand”. I’ve also noticed that when given too many choices people do get overwhelmed, resulting in not making a choice.
I disagree that this is a high-end market-only product.
People love them, everyone spends over $1000 a year on cable TV, albums are a bargain compared to that.
Don’t knock it until you try it.
Well-designed, well-presented album will sell in any market.
Fundy
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