If you are not providing visual assets to your inquiring clients, you’re basically just trying to explain what your process is, but words are only words. What’s that saying? “A picture is worth a thousand words.” YES! When it comes to consumer psychology, visual content marketing will increase conversion rates far beyond text – written or verbal, and that’s the truth. Actually, it increases conversion rates by SEVEN TIMES! Woah.
Need more persuading? Check out the following statistics:
➕ 65% of people are visual learners (not auditory)
➕ Social media posts with images produce 180% more engagement
➕ Watching a video about a product makes someone 85% more likely to buy it
My favorite way to respond visually is to send back an e-mail complete with a beautifully designed PDF magazine of my brand experience that showcases everything my potential client would ever want to know about hiring me as their photographer. It’s bursting at the seams with images of my past clients, their makeup and hair process, their behind the scenes, AND their product collections. It helps tell your brand story and helps them visualize themselves in the images and having the time of their life at their future session.
While creating an inquiry response magazine does take time, it’s so worth it because:
– you’re not spending extra time with a potential client who hasn’t spent money with you yet (on the phone or in person)
– they can read the magazine when it’s convenient for them
– you don’t have to be present to make booking income
– it provides visual motivation to book you
Now that we understand WHY we need visual motivators when responding to inquiries, let’s discuss what you want to have in your inquiry response guides and resources! One of the number one questions I receive from creatives is, “Amanda, how can I book MORE people that inquire with me?!? I’m so tired of being ghosted after I take the time to write them a custom reply & answer all their questions.” If YOU are having this same issue, I want you to know you’re not alone. This is a BIG issue in this industry & I am here to help you turn your conversion rates around!
Here are THREE things your inquiry response NEEDS in order to book more potential clients:
VISUALS: if you’re responding with just a written e-mail or even a jpg of just your prices, you are leaving money on the table. You need to help your potential clients SEE the experience & results you offer by showcasing a visual welcome guide to every single person that inquires with you.
TESTIMONIALS: word of mouth accounts for the TOP reason people commit to a brand. That’s a MAJOR fact right there! Gather up your past testimonials from your clients and put them all over your visual welcome guide! This lets your potential clients know that you are a legit business, have made tons of clients beyond happy, and makes them want to feel included in your services!
WHAT MAKES YOU DIFFERENT: your potential clients want to know why they should hire YOU over your competition, so why not just tell them? Leave emotions out of it, find out the tangible differences (like experience differences, style differences, etc) and talk only about what YOU can offer that is different from your competition! Keep it positive!