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Marketing for Commercial Photographers: 5 Simple Steps to Create Your Unique Selling Proposition

Updated: Mar 14, 2023

Your unique selling proposition is what makes your business different from everyone else in your market.

As a commercial photographer, how can you stand out in a crowded market and attract more clients? One of the most effective ways to do this is by defining your unique selling proposition. Your unique selling proposition is what sets you apart from your competitors and communicates your value to your target audience. It's the foundation of your marketing strategy and can help you win more business. In this article, we'll explore five simple steps you can take to define your unique selling proposition as a commercial photographer. Whether you're just starting out or looking to refine your marketing message, these steps will help you stand out from the competition and attract your ideal clients.

  1. Identify Your Strengths: Start by identifying your strengths as a photographer. What makes your work unique and valuable? Is it your technical skills, creativity, attention to detail, or ability to capture emotions? Make a list of your top strengths.

  2. Analyze Your Competition: Research your competitors and identify what sets them apart. Do they specialize in a particular style or type of photography? Are they offering unique services such as gifs, motion, or a second shooter? Identify areas where your competitors excel and where there may be gaps in the market that you can fill.

  3. Consider Your Target Audience: Your unique selling proposition should be tailored to your target audience. Consider what your ideal customer is looking for in a photographer. Do they want your support with art direction or require a treatment? Do they need a quick turn around on delivery or are they more interested in post-production techniques that elevate the quality of your images? Identify their needs and preferences.

  4. Define Your Value Proposition: Your value proposition is what makes you stand out from your competitors and provides value to your customers. It should be clear, concise, and focused on the benefits you offer. Consider what benefits you provide to your clients and how they align with your target audience's needs and preferences.

  5. Craft Your Unique Selling Proposition: Once you've identified your strengths, analyzed your competition, considered your target audience, and defined your value proposition, it's time to craft your unique selling proposition. This should be a clear and concise statement that communicates your value to your target audience. For example, "As a travel photographer, I specialize in capturing the beauty and essence of destinations around the world, using a mix of documentary and editorial-style photography to create images that feel both timeless and iconic. If you're looking to showcase the beauty of your hotel and the experiences it offers to guests, my photography can help elevate your brand and capture the attention of potential guests. With my expertise in capturing stunning travel photography, I can create a visual narrative that tells the story of your hotel, highlighting its unique features and setting it apart from the competition."

By following these 5 simple steps, you're well on your way to creating a unique selling proposition that truly sets you apart as a commercial photographer. With this clarity and focus, you can confidently share your value with your target audience, differentiate yourself from the competition, and attract the clients that appreciate your unique style and approach. With your unique selling proposition in place, you'll be on your way to achieving your goals and establishing your brand in the competitive world of commercial photography.

Photographer - Brittany Wages
Prop Stylist - Stacy Suvino
Food Stylist - Laura Cole
Food Stylist Assistant - Lindsay Campanis


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