Podcast Summary: This Can't Be That Hard
Episode 317 - The 3 Offers Every Photographer Needs
Release Date: May 20, 2025
Host: Annemie Tonken
Title: The 3 Offers Every Photographer Needs
Duration: Approximately 10 minutes
Introduction
In Episode 317 of This Can't Be That Hard, host Annemie Tonken delves into a crucial strategy for photographers aiming to build a robust and sustainable business. The episode, titled "The 3 Offers Every Photographer Needs," focuses on diversifying service offerings to ensure business stability and growth beyond a singular signature package.
1. The Core Offer: Your Signature Session
Annemie emphasizes the importance of establishing a strong core offer, which serves as the foundation of a photographer's business.
"The first offer and the one that we've already talked about is your signature offer. We'll call this your core offer. This is your bread and butter, right?"
— Unknown Photographer [00:02:19]
Key Points:
- Definition: The core offer is the primary service that defines your brand, such as wedding packages, family sessions, or branding shoots.
- Benefits: It allows new photographers to focus their messaging and build expertise without spreading themselves thin across multiple services.
- Strategic Positioning: The core offer should differentiate you in the market and align with your strengths and values.
- Evaluation: Annemie advises photographers to assess their core offer based on ease of explanation, alignment with personal values and strengths, and whether they would happily book the same service repeatedly.
Notable Insights:
- Starting with a single signature session helps in honing messaging and building a reputation.
- Relying solely on one offer can make the business fragile if market dynamics or personal interests change.
2. The Entry Offer: Bridging Hesitation to Commitment
Once the core offer is established, Annemie introduces the concept of an entry offer, designed to attract clients who may be hesitant to commit to the full signature session.
"Your entry offer is a bit of a gateway for anyone who is a little hesitant to book the whole enchilada your signature session, right off the bat."
— Unknown Photographer [00:03:19]
Key Points:
- Purpose: To provide a lower-commitment option that allows clients to experience your work without the full investment.
- Examples: Mini sessions, half-day shoots, or focused services like headshots.
- Strategic Alignment: The entry offer must maintain brand integrity and professionalism, avoiding the perception of being a "cheap knockoff."
- Conversion: Acts as a bridge to build trust and rapport, increasing the likelihood of clients upgrading to the core offer in the future.
Notable Insights:
- Entry offers should be thoughtfully structured with specific deliverables to ensure they complement the core offer.
- For instance, if the core offer is a $1,200 branding session, an entry offer might be a $350 mini brand refresh.
3. The Expansion Offer: Maximizing Client Lifetime Value
The third component is the expansion offer, aimed at deepening relationships with existing clients and enhancing profitability.
"Your expansion offer is for people who already know, like and trust you. So these are your past clients, they're your raving fans…"
— Unknown Photographer [00:06:00]
Key Points:
- Focus: Targets existing clients to provide additional value and foster ongoing relationships.
- Types of Expansion Offers:
- Memberships or Subscriptions: For continuous engagement, such as monthly sessions until cancellation.
- Print Products: Offering albums, wall art, or other physical products that complement digital images.
- Add-On Sessions: Seasonal or themed mini-sessions exclusive to existing clients, e.g., holiday-themed shoots.
- Additional Services: Workshops, styling sessions, or mentoring programs.
- Benefits: These offers are typically lower in effort but higher in margin since trust has already been established with the client.
Notable Insights:
- Expansion offers leverage existing relationships, making them more efficient and profitable.
- They provide clients with convenient options to continue working with a photographer they already love.
Integrating the Three Offers: A Balanced Business Ecosystem
Annemie underscores the synergy between the core, entry, and expansion offers, likening them to a well-balanced menu that caters to different client needs and stages.
"Having these three types of offers gives your business flexibility and flow, right? Your core offers keep you grounded. Your entry offers keep those leads coming in and turning inquiries into booked work. And expansion offers maximize the lifetime value of each and every client."
— Unknown Photographer [00:08:30]
Key Points:
- Flexibility: Diversifying offers ensures that the business can adapt to varying client demands and market conditions.
- Sustainability: A balanced menu of services supports consistent revenue streams and reduces dependency on a single offer.
- Scalability: With multiple offers, photographers can scale their business without compromising on quality or personal well-being.
Actionable Advice:
- Assess current service offerings and identify opportunities to implement an entry and expansion offer.
- Ensure that each offer aligns with your brand and business values.
- Focus on structuring offers that naturally complement one another to provide a seamless client journey.
Conclusion
In this episode, Annemie Tonken provides photographers with a strategic framework to enhance their business resilience and profitability through a trio of service offerings. By establishing a strong core offer, creating accessible entry points, and developing meaningful expansion opportunities, photographers can build a sustainable and thriving business that reflects their passion and meets their clients' diverse needs.
Final Thought: As Annemie aptly puts it, "You don't need to do more. You just need to structure your business to support the work and the life that you really want."
Resources Mentioned:
- ThisCantBeThatHard.com – Explore resources for photographers.
Call to Action: If you found this summary helpful, consider listening to the full episode for a deeper dive into building your photography business. Don’t forget to leave a review on iTunes or Spotify to support the show!