The power of the idea of FREE

Posted on September 4, 2007
Filed Under Marketing Yourself | Leave a Comment

Who doesn't like free? I am willing to bet that, as a consumer, you like to get free things. But the chances are, from a business perspective, giving things away for free is not something you want to do. As much as you may love this business, ultimately you are in it to make money. But it would be in your best interest to cozy up to the idea of free because the proper use of “free” can help your photography business make more money.

The trick is to realize that the idea of free is different than the reality of free.

Have you ever noticed that every As Seen On TV product comes with something free? This is not an accident. What sounds more appealing to you? That you get 6 deluxe stay sharp knives for $19.95 or that you get 1 deluxe knife for $19.95 and another 5 for FREE? You are getting the same deal either way, but somehow it feels better when you think you are getting something for free.

You can apply this same idea to your own photography business as well. Instead of just offering a photo in a folder, offer the client the same photo and tell your client that you will add the folder to the deal for free. The price does not need to change, just the way you present the package to your clients. For example, maybe its not 6 prints for $X amount of money. It‘s 3 prints for $X and the other three are FREE.

The idea of free can be used in other ways as well. One excellent way to use free is to offer a free gift when you first meet a potential client. A small free gift such as a small frame or a keychain that they can put a picture in will bring goodwill to the table. When potential customers are making a final decision about which photographer they will use, they will remember that your competitor asked them for money but you gave them a free gift. Will it work every time? No, but it will work enough times that those free gifts will make you more money than they cost you.

“Free” can also be used in up selling. When customers order two 8×10s, suggest that they order three so that they can get the fourth print for “free”. Another option could be to order three 5×7s, and receive all of the images framed in photomounts for “free”. Use a free item to entice people to spend a little more money (in order to get something for “free”).

“Free” can also bring new customers to your studio. This is a method frequently used by the mega studios to draw in business. Giving out coupons that offer a free sitting, a free print, a free photomount or even just a free consultation will attract attention and new clientele.

To a consumer, the word free harkens to mind getting something for nothing. To a business, free is simply a mindset. It is a way of presenting the same product or service in a new and better light.�