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June 19, 2020
Key Steps For Building Your Product Business (And Where Photography Comes In!)
The Blog
[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”3.22″ custom_margin=”0px|||” custom_padding=”0px||0px|” custom_padding_tablet=”50px|0|50px|0″ custom_padding_phone=””][et_pb_row column_structure=”2_3,1_3″ use_custom_gutter=”on” gutter_width=”4″ _builder_version=”4.0.9″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”94%” max_width=”90%” module_alignment=”center”][et_pb_column type=”2_3″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_post_title author=”off” comments=”off” featured_image=”off” _builder_version=”4.0.9″ title_font=”Fiona||||||||” title_text_align=”left” title_text_color=”#A7714D” title_font_size=”32px” title_line_height=”1.38em” meta_font=”Libre Baskerville||on||||||” meta_text_align=”left” meta_text_color=”#231F20″ meta_font_size=”14px” meta_line_height=”1.38em” text_orientation=”center” title_line_height_tablet=”1.25em” title_line_height_phone=”” title_line_height_last_edited=”on|desktop” meta_line_height_tablet=”1.25em” meta_line_height_phone=”” meta_line_height_last_edited=”on|desktop”][/et_pb_post_title][et_pb_code admin_label=”Code” _builder_version=”3.26″][/et_pb_code][et_pb_button button_url=”https://view.flodesk.com/pages/5e06e9b61877e700296d8454″ url_new_window=”on” button_text=”Click here for instant help with styling your images better!” button_alignment=”center” _builder_version=”4.4.3″ custom_button=”on” button_text_size=”22px” button_text_color=”#000000″ button_bg_color=”#eadccd” button_border_width=”5px” button_border_color=”#1F303F” button_border_radius=”0px” button_letter_spacing=”3px” button_font=”Fiona||||||||” button_icon=”%%24%%” background_layout=”dark” button_text_color__hover_enabled=”on|hover” button_text_color__hover=”#ffffff” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#A7714D” button_bg_enable_color__hover=”on” button_border_color__hover_enabled=”on|hover” button_border_color__hover=”#A7714D”][/et_pb_button][et_pb_image src=”https://hcmarketingpros.com/wp-content/uploads/2020/06/3-1.png” title_text=”3″ align=”center” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” admin_label=”Image” _builder_version=”4.4.8″ custom_padding=”||10px||false|false” custom_padding_tablet=”|0px||0px” custom_padding_phone=”” custom_padding_last_edited=”on|phone”][/et_pb_image][et_pb_text _builder_version=”4.4.8″ text_font=”Bodoni 16 Book||||||||” text_text_color=”#231F20″ text_font_size=”16px” text_line_height=”1.38em” link_font=”Bodoni 16 Book||||on|||#A7714D|” link_text_color=”#A7714D” link_font_size=”16px” link_line_height=”1.38em” quote_font=”Bodoni 16 Book||||||||” quote_text_color=”#A7714D” quote_font_size=”24px” quote_line_height=”1.46em” header_font=”Fiona||||||||” header_text_color=”#A7714D” header_font_size=”48px” header_line_height=”1.05em” header_2_font=”Fiona||||||||” header_2_text_color=”#2F4234″ header_2_font_size=”36px” header_2_line_height=”1.25em” header_3_font=”Fiona||||||||” header_3_text_color=”#ffffff” header_3_font_size=”28px” header_3_line_height=”1.25em” header_4_font=”Fiona||||||||” header_4_text_align=”left” header_4_text_color=”#1F303F” header_4_font_size=”22px” header_4_line_height=”1.22em” background_color=”#A7714D” custom_padding=”20px|25px|20px|25px|true|true” custom_padding_tablet=”0px||0px||false|false” custom_padding_phone=”” custom_padding_last_edited=”on|tablet” text_line_height_tablet=”1.25em” text_line_height_phone=”” text_line_height_last_edited=”on|tablet” link_line_height_tablet=”1.25em” link_line_height_phone=”” link_line_height_last_edited=”on|tablet” quote_font_size_tablet=”20px” quote_font_size_phone=”” quote_font_size_last_edited=”on|tablet” quote_line_height_tablet=”1.25em” quote_line_height_phone=”” quote_line_height_last_edited=”on|tablet” header_font_size_tablet=”40px” header_font_size_phone=”32px” header_font_size_last_edited=”on|desktop” header_line_height_tablet=”1.25em” header_line_height_phone=”” header_line_height_last_edited=”on|desktop” header_2_font_size_tablet=”32px” header_2_font_size_phone=”26px” header_2_font_size_last_edited=”on|desktop” header_2_line_height_tablet=”1.15em” header_2_line_height_phone=”” header_2_line_height_last_edited=”on|desktop” header_3_font_size_tablet=”24px” header_3_font_size_phone=”22px” header_3_font_size_last_edited=”on|desktop” header_3_line_height_tablet=”1.14em” header_3_line_height_phone=”” header_3_line_height_last_edited=”on|tablet” header_4_font_size_tablet=”” header_4_font_size_phone=”” header_4_font_size_last_edited=”on|phone” header_4_line_height_tablet=”1.11em” header_4_line_height_phone=”” header_4_line_height_last_edited=”on|tablet” quote_font_size__hover_enabled=”off|desktop”]Because a pretty picture won’t do everything for your product to sell. Lets talk about what else you need!
[/et_pb_text][et_pb_code admin_label=”Flodesk Form” _builder_version=”4.4.8″ hover_enabled=”0″][/et_pb_code][et_pb_text _builder_version=”4.4.8″ text_font=”Libre Baskerville||||||||” text_text_color=”#231F20″ text_font_size=”16px” text_line_height=”1.38em” link_font=”Libre Baskerville||||on|||#A7714D|” link_text_color=”#A7714D” link_font_size=”16px” link_line_height=”1.38em” quote_font=”Bodoni 16 Book||||||||” quote_text_color=”#A7714D” quote_font_size=”24px” quote_line_height=”1.46em” header_font=”Fiona||||||||” header_text_color=”#A7714D” header_font_size=”48px” header_line_height=”1.05em” header_2_font=”Fiona||||||||” header_2_text_color=”#2F4234″ header_2_font_size=”36px” header_2_line_height=”1.25em” header_3_font=”Fiona||||||||” header_3_text_color=”#231F20″ header_3_font_size=”28px” header_3_line_height=”1.25em” header_4_font=”Fiona||||||||” header_4_text_align=”left” header_4_text_color=”#A7714D” header_4_font_size=”26px” header_4_line_height=”1.22em” custom_padding=”0px||||false|false” custom_padding_tablet=”0px||0px||false|false” custom_padding_phone=”” custom_padding_last_edited=”on|tablet” text_line_height_tablet=”1.25em” text_line_height_phone=”” text_line_height_last_edited=”on|tablet” link_line_height_tablet=”1.25em” link_line_height_phone=”” link_line_height_last_edited=”on|tablet” quote_font_size_tablet=”20px” quote_font_size_phone=”” quote_font_size_last_edited=”on|tablet” quote_line_height_tablet=”1.25em” quote_line_height_phone=”” quote_line_height_last_edited=”on|tablet” header_font_size_tablet=”40px” header_font_size_phone=”32px” header_font_size_last_edited=”on|desktop” header_line_height_tablet=”1.25em” header_line_height_phone=”” header_line_height_last_edited=”on|desktop” header_2_font_size_tablet=”32px” header_2_font_size_phone=”26px” header_2_font_size_last_edited=”on|desktop” header_2_line_height_tablet=”1.15em” header_2_line_height_phone=”” header_2_line_height_last_edited=”on|desktop” header_3_font_size_tablet=”24px” header_3_font_size_phone=”22px” header_3_font_size_last_edited=”on|desktop” header_3_line_height_tablet=”1.14em” header_3_line_height_phone=”” header_3_line_height_last_edited=”on|tablet” header_4_font_size_tablet=”” header_4_font_size_phone=”22px” header_4_font_size_last_edited=”on|desktop” header_4_line_height_tablet=”1.11em” header_4_line_height_phone=”” header_4_line_height_last_edited=”on|tablet” quote_font_size__hover_enabled=”off|desktop”]B
ecause a pretty picture won’t do everything for your product it is important to understand the sales cycle and where photography fits in. Photos are the cherry on top of a well-organized business, but there are a few things that need to be taken care of as a business owner before you decide to take product photos yourself or invest in a professional photographer.
There are many variations of the sales cycle so it’s good to know what type you are incorporating into your company. Here are 5 tips to help you get started.
1 – Know your Ideal Client Avatar
Your Ideal Client Avatar (ICA) is one person and that you learn everything there is to know about them. It should be so detailed, you know their lifestyle, what their interests are, and what they’re feeling or thinking. Discovering who your ideal client avatar is a process in itself and can be someone you identify over time. Once you identify your ICA, survey them to validate your offer and see if your product you’re wanting to sell will fit the needs of your ideal audience. This is also a great opportunity to add in questions that might help you figure out what visual elements will relate best to your audience like where would this person shop, what is their style, do they travel, have kids, etc. those details help in your copy but also the visual ideas you can brainstorm to really connect with your audience.
2 – Customer service
As you grow and want to develop your visual strategy, reach more, polish your look, and increase sales, you must have customer service in place. It’s not only to handle the growth in emails and questions but also to tie into your overall marketing plan. Great visuals, ads, and increased social media exposure are great but if you don’t have a customer service plan everything won’t align as needed to support your growth. Customer service is what keeps the customer coming back for more. It can set you apart from your competitors and create a memorable experience for those buying your products. An example would be to add a little something extra into the packaging before sending the purchased product to the customer. Not only will this kind gesture put a smile on their face but they’ll appreciate the extra details.
3 – Create Your Product and Packaging
After you have listened to your ideal customer, understood what they need, and decided what paid product they could benefit from, it’s time to create. These key pieces are vital to your visual strategy because branding and visuals are more than just a picture with some stuff. They capture details that help the customer decide in a quick second why they need to click the “buy” button every time. Showing the process also gets them interested. It’s become very popular to talk about these pieces so the customer feels emerged in your creation process, detail and beauty of your product, and who you are as the maker. It also develops a great sense of transparency which is vital to a product business’s success. So, get out there and create but remember to share your creative journey with your customers.
4 – Branding Your Website
Branding is the deep dive. It’s the opportunity to fine-tune your ICA and dig deeper into what makes this person want what you have – on a visual scale. Branding specialists will help you look at color psychology, the feel of your brand, and how to translate that to your audience; they can also help you develop your brand style. All things are important for your visual strategy and photography. If you’re struggling to artistically create the branding that’s personalized to you and your company, check out my partners at Red Velvet Ink.
The branding stage is also the part where 50% of the product businesses are ready to get started! They’ve put time and research into branding and developing a message, vision, and visual events to help communicate what they want their business to be about. So in steps photography to provide you with the cherry on the pie, the final touch that takes all the work you’ve put in and translates it to let your customer know they’re in the right place. Your product provides the solution for them and the elements they need to complete their life or solve their problem!
5 – Market Your Product
You’re almost there! Now it’s about pulling your visual strategy together. This is where the business owner is looking for continual product photography. At one point we all reach a place where you can’t possibly continue to do it all. The photos, making products, sales, growth strategy, shipping, and all the things – it adds up. Your time is valuable and should be used wisely. Hiring a professional product photographer is a great investment for your business and it’s time well spent. You can relax knowing that your photos will fit your business like a glove while maintaining consistency across the board.
When you know where photos fit in the overall sales cycle, it’s easier to see what steps you need to take before you consider professional photography. If creating strategies and systems to run effortlessly without you is where you struggle most, consider joining our membership with The Creative Boss Society. Membership reopens on Monday! If you have any other questions, you can catch me on Instagram!
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