Why should I buy from you?

[Norm_Cabana]

There is a concept that comes out of the earliers days of advertising an it's called having a Unique Selling Proposition or USP. In short, a USP is a statement of what makes you or your products unique. Another way of looking at it is to answer this question.

"Why should I buy from you instead of from the other guys?"

In the highly competitive world of portrait, wedding and youth sports photographer this is probably a pretty important question.

Once I was asked that question in a direct comparison of another competitor and I answered "Because they are part-time amateurs and we are full-time professionals." I don't know if that actually answered the question but the person asking the question bought a fairly good amount of products so I assume it did.

However, I knew that I needed a better answer and I found it. But, when your customers ask this question about you, and they don't really need to ask YOU this question, what would the answer be?

Why should I buy from you?

[Don_Schenk]

Norm,

It's best to answer the "Why should I buy from you" question with a benefit to the customer...a benefit that makes you look unique - even if it's just an implied benefit.

Years ago many beer manufacturers would just say, "Our beer is pure." in their advertising. Schlitz Brewery hired the J.L Stack Agency to rewrite their campaign and Stack sent in Claude Hopkins to develope the advertising. Hopkins studied the way Schlitz made beer...the charcoal filtered air in the cooling room, the stainless steel tanks that were scrubbed every day, the artesian well where they got the water for their beer, the bottle sterilization system they used. But...

...all beer manufacturers used these same techniques. Yet everyone was still saying, "Our beer is pure."

So Hopkins began telling consumers WHY Schlitz beer was pure. He rewrote the ads to tell readers how Schlitz made beer (the charcoal filtered air in the cooling room, the stainless steel tanks that were scrubbed every day, the artesian well where they got the water for their beer, the bottle sterilization system they used) and made Schlitz look unique because none of the other Brewers were telling their story. It made Schlitz look much better than the others, and Schlitz went from 5th place to 1st place in just 8 weeks!

My studio's stated unique selling propostion (in all my advertising) is..."The portraits I make for you and your family will be your favorites."

And then I add a guarantee,"Absolutely love them or your money back...no questions asked, no hard feelings either."

I've been using this for 13 years now. It works like a charm.

Don

[Don_Schenk]

By the way Norm, your tag "Today's photos...Today! Right Here! Right Now!" is an excellent USP.

Don

[Norm_Cabana]

Don,

If one ever wanted to see a simple example of "Why should I buy from you?" in action, watch the latest Video Professor commercials with John Scherer. He follows all the rules and one that almost no one seems to remember, he asks for your purchase with the simple statement "Try my product!" His warranty is a model for all of us. If you're not completely satisfied, return it for a full refund, including shipping, and on top of the refund he'll give you $10. That statement alone screams confidence in his product. I doubt that he gives back more than $500 a year.

[Will_Mass]

First I need to say, I am not trying to start a media war. So please, no flames!

Since we do not print onsite and we sell lab prints, I try to use that to our advantage. To that end, one of the reasons I give our customers is, Why would you buy something that's "as good as a photograph"? When I can sell you a real photograph?

Recently, I got an em from a "potential customer", saying that she liked our photos better than the ones taken by "Brand X". But his prices are less than ours, and would I consider selling her my photo, for his price?

I responded with a thoughtful answer explaining how we bring a trailer, staff and additional shooters the the shows. We provide prizes and sponsorship, etc. While Brand X shows up with his camera and just takes pictures.

I know this will sound arrogant. But as soon as I hit send, I realized I had made a mistake. Rather than the whole (truthful) schpiel, I probably should have responded with a one sentence reply:

Does he have the photo you want?

She had already claimed she liked ours better. I should've used that to our advantage.

[Norm_Cabana]

Actually Will, your polite and considerate message was the correct one. This person probably figures that it can't hurt to ask and who knows, you might actually go for it. You can't afford to "deal" on prices because once you start, the word gets around and you'll get hammered to provide a "deal" for everyone. You done good!

[Mike_Guilbault]

Originally Posted by Will_Mass

Rather than the whole (truthful) schpiel, I probably should have responded with a one sentence reply:

Does he have the photo you want?

I probably would have added this at the end, or something like it, but your response was correct. These consumers need to be educated why better photography costs more. The more people we all explain this to the better off our industry will be. Part of our responsibility to our profession is to educate the consumer.