You’ve heard it time and time again, “The only person you should be in competition with is yourself.” In fact, we’ve recently shed light on this popular topic during our recent Ask Kim weekly series.
While answering a question about how not to get caught up in comparing yourself to other photographers, Kim shared some valuable insights and ultimately drew the conclusion that “If you continuously complete with others, you become bitter. If you only compete with yourself, you become better!”
While I wholeheartedly agree, I also believe in another very popular phrase, maybe you’ve heard it?
“Keep your friends close but keep your enemies closer.”
And so I declare – SCREW THE RULES!!
Keeping a watchful eye on your enemies (aka, your competition) is not only necessary but it can also be extremely rewarding.
Here’s why…
When you pay close attention to how your competition operates, you can learn what systems, sales, and marketing techniques, among other things, actually work for them versus against them.
When you observe, you’ll absorb new strategies and techniques that you can apply within your own business; while fine-tuning or expanding on, to physically guarantee you’ll always be ten steps ahead.
Thankfully, this is the one time that your creepy stalker tendencies will be granted “not guilty” status in the court of All Is Fair In Love, War, and Business!
(Disclaimer: This post doesn’t condone copying, stealing, or anything of said nature because that’s just one rule absolutely no one should break. Really. That’s just bad business.)
Wanna see what I mean in action?
Here’s to bringing sexy stalking back!
Let’s pretend for a moment I’m an up and coming newborn photographer based out of Western Massachusetts, and in my attempts to scope out my competition, I stumble upon Kelly Ross Photography.
At first glance, I learn that Kelly has been in business for several years, her work is gorgeous, and she’s recently established her niche as a premier newborn photographer in our local market.
By now you’re completely green with envy as you devour every inch of her site. Unless you’re living up to Kim’s golden rule about only being in competition with yourself (which we all know you are, right?!) and in that case your mind is open to learning.
Besides, they’ll be no transforming into the Incredible Hulk on our watch!!
After an hour (or maybe three!) you’ve learned enough about your competition’s business to have an idea of what’s working for them, what’s not, and what they could be doing better. These insights can only help you continue to grow.
Tip: As you do your research, imagine yourself as the client – what would you like to see more or less of, what do you expect to learn from the photographer’s site, and what offerings or techniques could they use that would guarantee you as their next client?!
Here’s what I took away from spying on my competition, Kelly Ross Photography, for about 15 minutes:
1. This girl loves to get down with some hot jams, but when it comes to a website, lose the tunes! You’ll never please everyone and the big boys don’t do it because research told them it was a bad idea. See for yourself… and remember, your website is often your first impression, so let the photos speak for themselves.
2. A Registry is a FANTASTIC idea!! The only thing I would change to make this idea work even better, is to include it as part of the overall experience versus an optional free add on. This way you’re adding even more value to your offer! (You can learn more about Kelly’s Registry here…)
3. Client contracts made easy - Using JotForm, Kelly has made the undesirable task of contract management quick, easy, and painless by creating a digital contract! I shared with Kelly the one thing I would change – remove the “Client Contract” option in her site’s navigation menu after she told me that she only sends clients to this page after they’ve booked. Since the form is hosted via JotForm, (outside of her site), she can link directly to the page from her “Booking Confirmation” email.
4. Don’t make your About Page all about YOU! Jenika, from “Psychology for Photographers” said it best when she said, “Never forget that a client hasn’t dropped onto your virtual doorstep to hear you talk about you. They’re there to hear you talk about them.” and “Information about you serves to tell them not “Look how cool I am,” but “look how well we could work together.” Think about that difference for a moment.”
Read The Easy Way to Write About Yourself (Without Feeling Like a Jerk) where Jenika shares three mini-exercises that’ll hook you up with a bio that sells itself!
5. Sometimes you gotta skip the self portrait! - Think about it – you’re a child photographer with kids of your own and your ideal client is also a Mom or expectant Mother, most likely with values similar to yours. What would resonate with you more… a self portrait, or a gorgeous family photo of you and your babies? You know the answer!
Can you see now how keeping your friends close but your enemies closer is just as important as only being in competition with yourself?
One more important point to make…
Competition can be your friend! Send referrals each others way!!
Don’t dismiss building relationships with local photographers because their your “competition”. You could be passing up priceless referral opportunities. Really.
A photographer with an overflowing schedule, or in an unrelated niche, is always happy to recommend other togs who they know will offer the same level of service. Now how could someone know that if you don’t put yourself out there and make friends?!
I also firmly believe there are enough clients to go around. No one really dominates an entire market… not even Google (and y’all know how much I love Google!!).
To conclude, here’s what you learned today:
- You should only be in competition with yourself (99.9% of the time, anyways!!)
- There’s plenty to be learned from your enemies (aka: your friendly competition!)
- Rules are meant to be broken (unless you’re committing an illegal act. Cow tipping doesn’t count!)
I’d love to hear your favorite takeaway from today’s NEW “SCREW THE RULES” Monthly Series. Leave your comments below… let’s hear ‘em!!