When I started this business, everything I did was for free, and you know what – before that, I worked for free, for my mentor at his studio. I didn’t see a dime as a photographer for about 6 months.
And then I didn’t see a dime as a videographer for about 3 or 4 months after that. I simply created over and over and over again.
I created things for myself, and I created things for other people. I simply loved what I did, and everything in my heart told me to just make what I was making. I was learning, everything was new and exciting – and I couldn’t help but give it away for free.
Now, why does this change as time goes on? I’m sure you’ve done the same. I mean, with your time that is.
If you use your mind and energy, on at least one front of your business – to earn a profit, then that can be given away for free.
To me, this means a free consultation if you’re somewhere in the physical realm. It means as a contractor, sitting down and getting to know the potential client, and giving them value well above and beyond their expectations.
Because this is the thing – you’ve been doing this for a long time now, probably years. And by this time, you’ve developed a bit of a reputation – and results are valuable. You’ve done obviously a lot of work for paying customers, and you deserve it.
But I don’t believe that we should ever stop simply giving people things. Call it a marketing cost – and we should all have a budget for that. People remember this, and karmically it feels good. It also reminds you about how much you love what it is that you do.
So, for me – if someone gives me a call and wants to sign a long term contract with me, I should go out of my way and do a shoot with them for a couple of hours. I’ll put together a little video and some photos for them.
Maybe I’ll schedule out some posts and give it to them in a word document. All they need to do is plug and play.
The big companies do this – you know like Apple and other subscription based companies. There is a reason that they do the 30 day free trial.
Now, as small business owners – we’re not really in a position to have ourselves or our employees work for free for 30 days, but we can take the same concept and apply it to new conversations in our own way.
Try it! I’m feeling the urge lately to go back to my roots and see what magic I can find. For myself, by creating more for myself as of late, I’ve redeveloped a deep love for what I do. I ditched the expensive studio last year, and expanding my margins gave me the chance to think and see more clearly.
Think like your ideal client. What would they appreciate from you? Do things for them, and then watch their reactions. Did they appreciate the 3 hours you gave them? Will it help them to commit and sign a deal or make that purchase?
9 times out of 10 it will.
So behave in the same way you did when you started your business. Don’t do it every time, but when the time feels right, draw upon the energy it took to start this whole thing, and give people the gift of what it is that you do.
To Your Success,
Jay Ashcroft
four32 MEDIA
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