Make Your Clients Run, Not Walk (Pt. 4)

Scarcity Gone Wrong

Hi photographers 👋,

Discounting.

We've discussed discounting in the past here - Don't Discount Your Services

Lowering your price in hopes that someone will buy degrades your business and misses the point of scarcity. Without time-sensitivity or limitation on quantity, a lower price communicates that's the product isn't as valuable as once thought.

The crappy deodorant that is now on sale from $4.00 to $2.75 simply means that is the real cost of the product minus the store's profit margin.

It doesn't compel me to buy - it's a data point.

Nothing more.

When you're putting your photography services on sale, you MUST include a time or quantity limitation. Otherwise, your discount is your new low price. Congrats.

Training Your Clients (Whatever Works)

Clients will do whatever they can to get a lower price. You want to charge as much as you can, and they want to pay as little as possible. When you run a sale, you inadvertently encourage bad habits from your clients. You get a bunch of sign-ups when you run a sale, but they drop off when the sale ends.

So what do you do? You run another sale.

And what happens when that sale ends? The same thing.

So you run another sale, and another.

Through conditioning, you have rewarded your clients so much that they'd be out of their mind to buy during normally priced runs. Think every major holiday and Black Friday. You find yourself waiting until that holiday sales week before purchasing.

Read the final part tomorrow!

Cheers,
Jordan P. Anderson

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