Original subtitles

We meet again.

Okay, so in the last episode we introduced

branding and explored why it's important to have

a target client in mind.

Now for me understanding the importance of aspiration,

the idea of selling an image and creating

desire was a huge turning point for my

business because brands that create an aspirational image

can generally demand a higher price.

Again it's all linked to my goals, 20

weddings remember, and it starts with image curation.

You see I don't want my couples to

just aspire to my photography or my style

of photography.

I want them to aspire to the weddings

that I show because if I can get

them to connect with my photography and the

weddings I show I create a stronger emotional

connection.

Remember these images from 2013?

Again if I don't show aspirational weddings or

aspirational clients or images where do my couples

go?

An example I touched on in the last

episode is the influence of fashion within my

wedding photography and I have to stress here

I have nothing against anyone who decides to

go down the formal and traditional route but

when it comes to recognizing target clients this

is just one small example of the thought

process behind my image curation and it concerns

rented tailed suit jackets.

Again nothing wrong with anyone who wishes to

go down that route but I'm very aware

that my target client won't do that.

He'll likely have a bespoke suit made or

go off the peg from designers such as

Paul Smith, Tom Ford.

So if I'm trying to target that client

it would be jarring to show a groom

who has opted to rent a tailed suit

jacket within my portfolio.

And to illustrate this point I want to

show you an advert from Land Rover in

2018.

An advert that couldn't better demonstrate aspirational branding.

Here it is.

introducing the new Range Rover Velar.

Land Rover above and beyond.

So first off genius.

I remember watching that for the first time

and even now having hosted 15 plus workshops

where I've shown it I still think it's

clever branding.

And this goes way back to the 1970s

when Land Rover who typically built rough-and

-ready farm vehicles launched a new model of

cars called Range Rover.

Luxury and premium SUVs targeted at a very

different audience.

But what really struck me about this advert

was never the car but it's the very

careful selection and curation of the advert and

in particular the home, the gated front and

the enormous marble wall.

Now the Range Rover Evoque shown in that

advert starts from around £32,000 and I'm

going to hedge my bets here and suggest

that more people here watching this could afford

to buy or lease that car than can

afford to buy or get a mortgage for

a house that has a giant marble wall

on the driveway.

So why choose it for an advert?

Because people want to aspire.

They want to dream.

It makes them emotionally connect with the brand

because that's what they dream of.

They might not be able to afford the

house but if they can own the car

that's the next best thing, right?

So now apply that same idea of aspiration

and thought process to your business, your clients

and previous weddings.

I'd hope that some of you are now

starting to think or remember those clients and

those weddings that were standouts.

They made you go wow, I want more

of those.

That's your target, that's your focus and one

company we all know that do aspiration better

than any other company is this one, Apple.

If someone had told us 15 years ago

how much people would pay for a phone

we'd all think they'd lost the plot, right?

But they do and even though they have

a marketing budget greater than the GDP of

Japan and employ thousands of people it doesn't

mean you can't learn from them.

So what is it about Apple aside from

their products that creates such crazy levels of

spending?

The first for me is the simplicity of

their brand.

They avoid text heavy or complex marketing and

why do they do that?

Just ask yourself if the last time you

visited a website that wasn't a news article

and you read a couple of paragraphs of

copy or the full item description.

We don't do it.

So is there really a need for you

to write pages and pages of copy explaining

yourself as a wedding photographer?

The second is customer experience.

Anyone who has ever visited an Apple store

will recognize this one.

Apple took customer experiences to a new level.

They are beyond keen to help.

You are greeted with a smile and made

to feel welcome.

They go above and beyond.

It was a remarkable change from companies who

would previously take your money for the sale

then as soon as you were out of

the door wash their hands of you.

But how can we embrace customer experience?

Well we can over deliver.

We can deliver 700 images when you only

promised 500 in your package.

You can stay an extra hour or two

in the evening beyond your package.

You can smile and be nice all day

long.

You can send the couple a £50 print

voucher when you deliver the full gallery.

Number three, Apple appeal to emotion and lifestyle

first before specification.

They show people engaging or having a positive

experience with their devices rather than shouting about

memory size or battery life.

This is the aspirational part.

I want this watch because I want to

be fit and in shape.

I want this wedding photographer because...

that's a question for you by the way.

Ask yourself why would somebody want you?

What is it about your work that stands

out from others?

Four, strong visuals.

Apple also lead with strong imagery.

They show their products visually and in the

very best possible light.

They embrace early design trends and often set

them within their own right.

For us that means showing our best work.

That can be an image from last week

or an image from six years ago.

Your best is your best, not your most

recent.

But remember to stay current.

Be inspired and influenced by art and design

and don't forget to look outside of the

industry for inspiration.

You don't and shouldn't be looking at other

wedding photographers for inspiration.

And last but not least they focus on

USPs, unique selling points.

What are yours?

For me it's unlimited coverage and that I

stay way past the first dance.

That I only shoot 20 weddings a year

and I produce a high and consistent standard

of work.

And those USPs form the basis of work

I choose to show within my brand.

Those images strengthen and support those USPs.

So what are yours?

What makes you stand out from the crowd?

I'll leave that one with you until the

next episode.