Power Marketing

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S E C O N D E D I T I O N
MARKETING
,
SELLING
,
and
PRICING
A Business Guide for
Wedding and Portrait Photographers
Amherst Media
®
PUBLISHER OF PHOTOGRAPHY BOOKS
Mitche Graf
POWER
Dedication
I would like to dedicate this book to one of the greatest men I have ever met, Pat Wright. Although he is no longer
with us, he left behind a legacy that will not soon be forgotten. As my stepfather, my supporter, and my friend, he
showed me the value of not only a hard days’ work, but also the importance of taking time to enjoy the precious mo-
ments life has to offer.
By example, he taught me to take my work seriously, but to take myself lightly. His playful spirit will forever be an
integral part of my daily life, and his gentle approach to loving others will always help guide me in each of my rela-
tionships. I am honored to have known such a tender and loving man.
Copyright © 2009 by Mitche Graf.
All rights reserved.
Published by:
Amherst Media, Inc.
P.O. Box 586
Buffalo, N.Y. 14226
Fax: 716-874-4508
www.AmherstMedia.com
Publisher: Craig Alesse
Senior Editor/Production Manager: Michelle Perkins
Assistant Editor: Barbara A. Lynch-Johnt
Editorial Assistance: John S. Loder, Carey A. Maines, C. A. Schweizer
ISBN-13: 978-1-58428-246-4
Library of Congress Card Catalog Number: 2008926666
Printed in Korea.
10 9 8 7 6 5 4 3 2 1
No part of this publication may be reproduced, stored, or transmitted in any form or by any means, electronic, mechani-
cal, photocopied, recorded or otherwise, without prior written consent from the publisher.
Notice of Disclaimer: The information contained in this book is based on the author’s experience and opinions. The au-
thor and publisher will not be held liable for the use or misuse of the information in this book.
Table of Contents
1. The Wonderful World
“How can you immediately begin
to create value (perceived or real) in your
products that motivates people to want
to do business with you?”
“Do you just hand your clients a piece of paper
with your wedding or portrait prices on it?”
1. Failure to Have a Well-Thought-Out
Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . .56
2. Failure to Have a Clearly Defined Hook
or Message . . . . . . . . . . . . . . . . . . . . . . . . . . . .56
` 3. Failure to Have Professional-Looking
Marketing Pieces . . . . . . . . . . . . . . . . . . . . . . . .57
4. Failure to Project Your Sales and Goals
into the Future . . . . . . . . . . . . . . . . . . . . . . . . .57
5. Failure to Price Your Packages to Allow for
Costs, Overhead, and the Four-Letter
Word: Profit . . . . . . . . . . . . . . . . . . . . . . . . . . .57
7. Special Report! Mitche’s
Buying is Based on Benefits . . . . . . . . . . . . . . . . . . . . .73
4 POWER MARKETING, SELLING, AND PRICING
Feature a “Most Popular” and
a “Best Value” Collection . . . . . . . . . . . . . . . .128
“What is your mark-up factor? How did
you decide what to charge for each of
your products and services?”
TABLE OF CONTENTS 5
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