“I love what you do, but the price” or “This would be so beneficial, but the cost”. It’s not about the money. The person before you is not your potential customer. Your potential customer is someone willing and able to pay the price you’re asking. It’s a no-brainer. The days of saying, “But they don’t know they need my …”, those days are over.
It’s a numbers game. If you get your product or service in front of enough people willing and able to pay the price you’re asking… you’ve won. Cha-Ching!
How do you find these people? Research, then do more research, then more, then test the market, then, test some more. This is not what you wanted to hear, right? Sorry, in 2018 and beyond, data is the answer. How you use data is essential and will forever be a major part of your success. Success today is by design. It always has been, but there are more people in the pool. Remember, I said, it’s a numbers game.
Let me give you an example
Is it really about money?
The business: A Solopreneur – Children’s Photographer
If you take photos of children, babies, families, select a specialty.
Your specialty is babies. (Are birth rates going up? Research.)
Where are all those babies?
Demographics/Psychographics. Locate areas in your town, city or community where there are young professionals. These professionals, married or living together with expendable incomes.
- Check the number of babies born in a particular community.
- Check the number of midwives, Ob/GYNs, and baby boutiques.
- Are new mothers purchasing primarily online? (Research)
There is endless research needed before you select your potential customers.
Your goal is to discover where those potential customers live, work and play. Then…go for it. You are now in the position to market your service to people willing and able to buy at the price you’re asking.
This is not simple. It is not easy. The success will not come quickly. But, if you are willing to put in the work, build a brand, a superior reputation, you may succeed.
The beauty of being this type of photographer is you become part of the family. You receive referrals. If other photography opportunities arise, decide if you want to expand your specialty.