comments

Lindy, I bought a new smartphone and shot some 3gp video + want to convert to MPEG. What (preferably free) video converter do you reco?

@JoeHage on Twitter

Karen, I don't know the categories well enough to intelligently comment.

The question I'd have is how would you connect to these disparate groups of "photo buyers"? Is there a place, an association, you can meet many of them or do you need a one-to-one direct marketing approach?

@joehageonline

Karen, it's a good start. I'm concerned about your targeting which is unmanageably broad for you to focus on.

How would you target "to photo buyers worldwide"?

In your benefit statement, I might say "action shots" and in your supporting statement your prospects will want to see your portfolio as well as strong testimonials from "big name" endorsements if you have them.

@joehageonline

I'm eager to see where you land with your very good idea!

@joehageonline

Ramona, we have some work to do and that's ok.

To whom? "Everyone experiencing essential moments in life" sounds like romance copy, not an effective target for your focus.

How would you target "everyone"? Everyone within a 20-mile drive of you? "Essential moments in life" - leaves a lot to the imagination: could be any wedding, bar mitvah, school play, etc. Which makes it difficult for you to focus your effort. As a start-up you, especially, need to focus your limited resources.

Who and what? Ramona Lynne Photography, expert photographer. OK.

Benefit? It's not clear what benefit you provide over all others. Your "excellent music, portraits, weddings, or events" is more of a supporting statement which, presumably, we would be able to see first-hand on your Web site.

I recently worked on Daphne's positioning statement and her primary benefit was an intimacy with her clients. I'm not saying hers is the 'definitive benefit' but it is one that works for her.

Write back and give some thoughts about how you might offer something that no one else does. @joehageonline

Congratulations, Ramona, you submitted the 200th post to this incredible string of dialogue! Thanks for attending my event last night.

I'll take a look and comment soon. Follow me on Twitter @JoeHageOnline

Great conversation, everyone.

Thanks!

Well done, Laura. Welcome to the rest of you.

I'm looking forward to a nice evening together.

@joehageonline on Twitter

JoeHageOnline.com marketing strategy blog

I just remembered something I wrote in "Why Real Estate Marketing is so hard" that might work for you.

Something like, Daphne Taylor is the girlfriend you wish you had to photograph your wedding.

Yes, I very much like the stratified pricing approach.

Karrie Kohlhaas has some good content about pricing.

@joehageonline on Twitter

JoeHageOnline.com marketing strategy blog

Daphne, my first reaction was giving you a link to Strong positioning paves the way for good copy for the difference between positioning and copy.

Working through your copy, however, I see that you understand the essence of your selling proposition. It is quite good.

To whom? Engaged couples in the Puget Sound area looking for a fun and affordable photographer. Good.

Who and what? Creative Image Photography, two confident, easy-going, and experienced photographers. Got it.

Benefit An intimate understanding with your photographer will ensure you get what you want.

Because Daphne and Craig will spend time with the bride and groom before the wedding. You can see samples of their work on their Web site as well as testimonials from satisfied customers.

Two additional thoughts...

About Warmth: I get the sense that your customer may enjoy you two so much that they may want to "keep in touch" afterward. That's a great selling point to weave into your approach (not necessarily copy).

About Pricing: It sounds as though you give a lot of attention to each customer. I begin to think (a) how "affordable" will you really be with all those hours or (b) are you underpricing yourself (which suggests, to me, a lack of confidence and maybe skill).

Interested in your perspective on that.

@joehageonline on Twitter

JoeHageOnline.com marketing strategy blog

Thanks, Howard. Good to be back.

Hello, Laura, I look forward to meeting you.

I just realized I've been having this conversation for 14 months with three dozen people now.

Thanks, Biznik friends!

Dina, maybe we should talk. I'm concerned about the value proposition of emailed conversations.

It doesn't seem high value to me.

Read The First Three Numbers and reach out to me at joe@joehageonline.com.

~ Joe

Great, Mike. Look forward to seeing you again.

Dina, I think your statement is only for brides, not pros, right?

To whom?

Brides (“everywhere” I don’t like because I don’t think you can support it ~ remember, this isn’t romance copy) who want to feel more skilled and comfortable managing the emotions and concerns of planning a wedding.

I understand it and it is clear. With the caveat that I’m overly familiar with the category, is “brides want to feel more skilled and comfortable” the key insight?

Maybe instead, “To brides who want to enjoy wedding planning as much as the day itself?”

Before I continue on, what do you think of that?

http://joehageonline.com

@JoeHageOnline

@Christine, my pleasure. Come on back when you have a positioning statement to share.

@JoeHageOnline on Twitter