Let me tell you a cool story about how an Australian ice cream bar came to be. A local shared it with me.
Grandfather Weis tried to coax his grandchildren to eat fruits. They refused.
So, Weis chopped up the fruits and froze the mixture into what looked like an ice cream bar, and he added a strip of cream in the center. The kids gobbled up the treat.
And now, Weis Bars has become Aussies’ most popular non-dairy, non-ice cream, ice cream-like bar.
I later learned that the story was wholly untrue.
What’s Mightier Than The Sword?
Despite the story being inaccurate, it was catchy. And I am in no way saying to make up stories. It’s just that there’s much to learn from this.
First, the story contained effective elements that proactively answered possible objections to buying the product.
For example, Weis was positioned as a snack alternative to ice cream … especially for lactose intolerant individuals and / or those with health-related concerns.
Pitching that directly might have turned me off … immediately. However, I listened and tuned in. Why?
- People love and listen to stories in its entirety.
- Stories disarm.
- Stories contain morals or messages.
- Stories are catchy, which make them for easy retelling.
In this case, the creative and caring grandfather softens mistrust among consumers, whose typical default perception is that companies are more concerned with making high profits than providing a quality product.
Visual Storytellers
Photographers are visual storytellers. In one way or another, we depict some version of creative reality through our photographs. While genuine transparency is important, we control what information is distributed.
We utilize our skills to garner trust, attract the right audience, develop content that engages and motivates our audiences. All of these bring me to the topic of social media.
Social media is currently the most successful medium in creating relationships. It allows you to:
- Listen to what your target audience is saying.
- Create the best content for your prospects.
- Engage and ultimately convert prospects into clients.
- Evangelize existing clients into becoming your cheer team.
Cadel – Winner of 2011 Tour de France is cheered on by fellow Australians at Federation Square, Melbourne.
Long gone are the days when a photographer could make a living with just a camera, an eye for composition and a flair for developing great images. When Canon and Nikon launched digital cameras that everyone could use, good photography alone as a selling point became moot.
Now, social media raises the bar again, and it goes far beyond staying connected with friends. Sounds exciting, right? It is!
What’s Next?
Alas, good storytelling isn’t everything. In fact, it’s barely the surface.
As mentioned in a previous post, I have been working diligently with a talented team at Wiley Press to produce [what I consider the ultimate] book for social media marketing for digital photographers. In fact, that’s what it is called, Social Media Marketing for Digital Photographers … less my “ultimate” bit.
The book will be available in bookstores and Amazon late October. In the coming weeks, I will be sharing lots of insights, which I’m confident will tickle you pink in an intellectual marketing strategy way.
If you like ice cream, please share with buttons below. And then comment your favorite ice cream. Thanks in advance!
Sincerely,
Lawrence Chan
P.S. A lovely note by Chris Cornwell about my psychology to pricing and packaging e-book.
Got your ebook months ago and now finally get a minute to say THANKS! I redid my COLLECTIONS and managed to book 2 weddings at my highest/ bestest collection! So, thank you : )) Looking to book more in the coming year!
P.P.S. I am sincerely humbled to be speaking at Pictage’s PartnerCon in November this year. Plus, I think Rachel LaCour is the bee’s knees. I have a $50 discount link if anyone’s interested (expires October 7th).
P.P.P.S. Here’s a lovely photo from my Australian holiday. It’s of the Great Barrier Reef. Now sing with me, “Under the sea…”
My favorite ice cream bar is Dark Chocolate Magnum Bar.
Weis Bars are just too healthy for me.
Can’t wait to see what is in store! The new book is definitely something I would read with the hopes of it helping me become better at retaining and engaging my audience.
My favorite ice cream: Honey & Pistachio from Jeni’s Splendid Ice Creams. It’s so savory and sweet; I love it!
WW
Mm … Delicious choices!
The book has loads of strategies for engagement. Just like ice cream, you won’t be disappointed.
Congratulations on your speaking engagement! This post was great…as always.
Thank you. Thank you. I’m quite excited and nervous at the same time.
um…I love coldstone ice cream b/c of the infinite varieties you can have! One of my favorites: chocolate ice cream + peanut butter + banana + brownie chunks
yea!
Dang, man! Is that even possible? To stack all that together let alone an overload in senses?
favorite ice cream: a big toss up between my wife’s homemade peanut butter cup ice cream and her s’mores ice cream.
yes, we just got an ice cream maker at home. :)
You lucky, lucky, You. Anything peanut butter is good.
Anything Mint Chocolate Chip works for me.
Great to talk with you last week, although as you’re in Australia, I’d much rather a face-to-face.
Already at work redoing pricing guide/packages.
Good talking to you too, Mark! I hope the new design will be a game changer. Cheers!
Great post Lawrence! Makes so much sense. Can’t wait till your book is out! Oh, and….I guess anything Cookie Dough….or Strawberry Shortcake…..or Orange Cream…or..
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I am just now reading this and great article too! So where is the link to your latest pricing and packaging e-book?
Thank You,
a new fan
Hi Charlene,
Glad you’re enjoying the blog! Here is the link to the Pricing e-book:
http://www.tofurious.com/marketing-tips/creative-pricing-and-packaging-for-photographers/
Cheers,
Lawrence