Some have said that the written word is the most powerful force in our universe. I have been, and always will be, searching for the right language to use when replying to people who contact me about my wedding photography services.
The first words you use to reply to a prospect will communicate volumes to the reader/listener. Immediately they will instill trust and confidence in you, or they won’t. Indeed, the words you choose will be pivotal on your success. Your words can produce a sale, or leave you dumbfounded, thinking to yourself “why did I say that?” Your words can leave you questioning yourself for days to come, wondering what it was you said that caused your prospect never to call you back, or caused them to reserve your services.
I often ask myself what the sequence of words are that I can use which will cause a prospect to book my services right then and there? I believe those words exist. I also believe that those words are different for each and every prospect that comes through my door.
Trying to find the right words to illicit a response is not trickery. The people that take the time to contact or visit with me want to spend their money on the services I offer. It is up to me to educate the prospect as to why they should spend their money with me, as opposed to a fictitious photographer who has a business next door and charges the same price that I charge. It is my responsibility to sell my services to the best of my ability, without being misleading or obnoxious.
As photographers, we are extremely lucky, because our images can speak for us. There are times when I find that talking less is more, and letting my images talk for me can say volumes.
I will forever continue my education on the use of language. It’s one of my favorite things.
Aric C. Hoek BFA, CPP, AuthorPPBF Administrator
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Language is a powerful weapon. A single word can become a real problem if when we communicate do not use a little diplomacy and sixth sense in reading the clients needs and wants. We can easily go on tangents with a client and by the time we come back to the conversation we already lost their attention. Be always ready to know what they want and then adjust your answers to fill their needs and wants. Talk at their level and be ready to complement and praise. Talking bad about other people could get you in trouble. Do not judge a customer by their appearance; this might be their most powerful unspoken communication to you.