 This but one of the things that I wanted to ask you is when do you guys market? Yes, thank you. Not just before you want to get a client But you market actually before you get the client During the time that you're getting the client and after the time you're getting the client now the next thing Do we have any photographers here in the room by any chance? If you're at a networking meeting if you're in a place where you introduce yourself How do you introduce yourself? What's what's the little thing that you tell people that you are? Do we have any professional guys here? How do you call yourself when you when you say hey, my name is what I am a a Product photographer, okay Now if you're in a place that there's a bunch of you guys there the same kind of group Thanks Rick Go on How do you stand out? How do you make yourself different? How do you make that guy go and say oh, I met 10 people that do what you do and I really like that guy, but I don't remember who he is I have all the business cards, but I don't even know whose name goes who with what business card Tell people why it is that you are Don't tell him who you are. Don't tell him what you do tell him why you're doing that What do I do for my clients? What is the benefit that I bring to the table? So before You get to know the people that's the most consuming part of marketing you're trying to push this out You're trying to explain exactly who you are. That's all the stuff that you're kind of pushing out So when I tell people who I am what I do I have a little elevator pitch and It's actually one word. I tell people I'm a mind changer and My clients get right away What that means to their business that means that I'm going to create content for you That changes the mind of your customers and that's exactly why they hire me I'm a product photographer too Everything is just a product the same thing you have Online these days where you need to talk about your I call it the online ofator pitch not the elevator pitch And that's what we just heard about with Google What do you need to know What people are typing in that search field when they're looking for your services. They're not looking for you at this point They're just looking for a product photographer If I don't know what my people are searching for I'm never going to get to their first result on the first page in Google So this is how I got my elevator pitch I did a quick Film that I showed in a school. We did a little Pole before and after I saw that we had made a huge change in the attitude of the audience and I wrote a blog post that said how to change a hundred minds in 15 minutes And I went wait a second that mind-changing thing is huge. So ever since then I've been mr. Mindchanger I wear the shirt a lot. I Have the website. I Explain to my clients in one word what I do if you meet me and ten people at the same networking event How are they going to forget me versus everybody else? Then we have While they're getting to know you that's when we market to right, but usually we're producing what we do We are building the website. We're taking the pictures. We're making the campaign We kind of forget that we're marketing. We forget that we're communicating our brand And it's hard to do but you need to remember that this is the most delicate phase of marketing Because you need to be authentic your brand and what you're saying has to match Because if you've said online, hey, I'm this and you never turn out to be something completely different What's going to happen on that repeat business the people are going to be like, you know, well, I searched for the guy I found this I really liked what I saw online We hired him to do fill in the blank what you do Yeah, but he disappointed me because he wasn't what he said he was going to be So your marketing in person is actually really really really important You have to do a good job at being that authentic what we just heard earlier those 10 reviews Those are going to come from somebody going I Searched this I found this guy. He produced whatever he does for me. I really liked it Let me leave him a review and that's social proof that authentication is is super valuable in our marketing I thought our synthesis he was like of course we have to be authentic but I'm finding more and more that People look really great online you hire them and then you're just like oops It's not what I thought this was going to be The flip side of authenticity I think is even more important and this is where I want to talk a little bit about marketing more Don't be like everybody else In fact, I believe that the best marketing you can do is exactly what everybody else is not doing So if everybody's on Google ad words Maybe you need to look at doing something else if everybody's blogging Maybe you need to come up with something else if everybody's doing a print ad. Maybe you need to be the guy that stands out So the marketing hacks that I use in my business all the time are So different, but they they don't have to be expensive. They don't have to be complicated They can be as simple as a couple years ago There was a lady who won the third 30 under 30 and add in one of the ad magazines And I tweeted all of the winners and I said hey congratulations, and she tweets me back And she said I didn't even know I was on this list. Thanks so much for letting me know So I fed extra the copy of my magazine Cost me what a couple bucks. She was floored to get the copy. I don't need it It's going to be in my trash in a week for her It's like, you know the most important thing she's done in 10 years because she's on this massive list It can be that simple it can be that small or it can be as crazy as flying a plane From halfway around the world into a hangar and doing a world premiere of a movie with a plane standing next to that The screen that you're showing the movie on and anything in between but again, it needs to be who you are be authentic with that be your brand Be the person that you look like you are online or better yet Make the person that's online look like who you really are Because you're not going to be able to do this So that's my After they get to know you You market as well We just said you're marketing all the time before they get to know you during the time They're getting to know you and then after the time they're getting to know you This never stops You are always doing this I don't care how long you have the relationship with a client You are constantly marketing to them. You are constantly saying This is who I am. This is what I do. How can I build value to your brand? How can I do a better job for you? What can I do? The secret to that and I think the next talks about this is Really really really good customer service Your current customers should be the most important people in your life Or in your brand's life or in your company's life. You should focus on them all the time If you take care of your current customers You're going to be great. You're going to do really really well Me telling an example is so I do photography and cinematography. I do commercial work and The most diabolical Marketing I've ever done and that's an actual client quote Was a few weeks ago. I was in Dallas. I Was at a friend's house who's a client of mine He's a vice president of marketing for a billion dollar company or hanging out and I noticed in his garage The fridge that he has in his garage when you come in the door opens so you have to walk around the fridge And I'm like I can change that door for you. I'm just gonna use a little three screws on the top move the hinge over Now the door opens the other way around He calls me a week later. He goes. That's the most diabolical thing you've ever done in marketing because every time I open that fridge I think of you It has nothing to do with photography. I didn't put a sticker on the fridge That said, you know brought to you by photography by the pool I Just treated a customer while I saw he had a problem. I fixed the problem. It took me 20 minutes with his tools To fix a problem for him that week phone call later He hired me on a five-figure job Just because I took the time and said how can I serve my current customer? So when you market especially when you're marketing after they get to know you and you have those relationships Do something that's unique. How many of his vendors do you think have done something like that for him? Any guesses? Zero right? Nobody would have done that. Now. He's a friend of mine I don't I'm also not suggesting that you walk into all of your clients homes and change the doors on their refrigerators my point is Marketing can be anything it doesn't have to be the glossy brochure. It doesn't have to be the really well-written email It doesn't have to be any of that stuff Just make people remember you so before you get to know them. You're telling them why you are While you're getting to know them you're being authentic and you're being the person that you're actually are Hopefully that matches up with what they see online and After they get to know you You need to show that you care for your customer and that has to be the number one priority in your business Any questions? It needs to be authentic a it cannot be I'm sorry The question was if you send a thank-you note after you're done with your job How do you follow up six months a year later than that? How do you stay with that relationship? Number one. It has to be authentic. So if I've been One way with them the whole time. I can't all of a sudden now start saying them flowers if that's never happened You know that it has there has to be that has to be me It has to be my brand look for look for a reason to send them a you know their birthday That's one reason to talk with them about it When they post stuff on social media that you've created like when they do my photos on social media I'll hit them up and be like wow that looks so great. Who shot that? I know who it is my stuff They know I know who did hi. It's so funny. Yeah, we're working on this next project. Let's talk in a month Does that help an example of a why yes for me? It's mind changer So I vision I create visual content. So all of your websites that need videos and photos. That's what I make So but I create things not that are pretty but I create things that have a reason I want to have somebody walk away from a video and go I want to buy that I want to go there I want to stop doing this so take What who you are and why you do your work and use that as the explanation of what you are So I I do not walk into any place anymore and say I'm a photographer I walk into a place that I'm a mind changer. Why? Into the mind-changing how do you say? Why I got into photography? I don't know I was saving money for a mountain bike and I bought a camera I have no clue why I started being a photographer true story. I'm not lying so Thank you so much for putting up with our technical problems Thanks, but Scott I was That was a great way to end the talk