One of our readers sent the following question to us:
"I just finished reading your book Tuned In and am now turned on to revamping my business after 15 years of business. But, and here is my problem, I am completely lost as to what questions to ask my potential clients. Plus, your book constantly talks about solving a problem for our customers, I am a professional portrait photographer and although I can somewhat see a problem my clients might have, I see professional photography more of a want rather than a need. This industry has become extremely crowded with semi-pros and weekend photographers and with gas prices and other items increasing in cost, my industry has become a luxury item. Your book has fired me up, but I don't know what to ask. Can you help?"
This is how I replied:
I think you may be hung up in the word "problems." Many times we have trouble identifying "problems" in a consumer market. This usually is because we don't think of them as problems. For example, what problems does someone who "wants" a new car possess? There could be many. Maybe I want to go off road or I need to haul lots of cargo. Those are easy. But maybe I just got divorced and I am going through a mid-life crisis and want to hit the dating scene with a spiffy new sports car… that would be a "problem." Or even if I want a better car than my neighbor's car is a problem.
The easiest way to express market problems is "first person buyer." What I mean by that is, when you uncover a problem, write it down the way the buyer would say it. Instead of, "Our market is looking for an attractive car…" I would write the problem as, "I am turning 40 and want to attract women by driving a car that makes me look like I am rich and fun to be with." The more you connect with your market, the more you will collect these comments that translate into problems.
As for the photography business, I suggest you look again at the impact continuum on page 93-94. Plot the impact that a non-professional with a digital camera provides as opposed to what you provide. Listen for the problems expressed first person buyer. They might say, "Well, Ed could take our wedding photos but they are often fuzzy or the lighting is bad, or he missed the cake cutting, or he accidentally deleted the files…" You must re-assess the incremental impact that you provide by being a professional. Express that impact in terms of the problems you solve that they cannot by "doing it themselves." Remember that your positive impact is offset by negatives including, primarily, the fees you must charge. You must focus on the incremental impact so don't waste your time telling people they should hire a photographer; convey that you can solve this set of problems that they can't without a professional.
I think my promotion might look like this:
You could have your buddy shoot your wedding photos
or you could hire a professional.
Here you have educated the buyer about a problem that they might not have thought about. Regardless of whether they sense it, they do have this problem and you can capitalize on it.
Obviously, I know nothing about the photography market, but I hope this gives you some ideas.
