Lead Magnets. Pizza, and Some Good Reads for Your Business

It's Friday, time for some chat about making money and eating pizza.

On set for a fashion shoot. Photo by Don Giannatti.

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Can Commercial Photographers Use Lead Magnets?

They Are No Longer Just for B2C

People love freebies. It’s not just a B2C thing. In the world of B2B, especially commercial photography, the concept can revolutionize your marketing.

So, why not give them something they can't resist?

Give Value First

Every transaction is an exchange of value. But before you ask for something, you have to give something.

Enter lead magnets.

Lead magnets are traditionally associated with B2C businesses. They offer a free eBook, a sample, or some sort of content in exchange for a potential customer’s contact information.

But who said B2B can’t be invited to this party? We got music, confetti, and some little drinks with umbrellas in them. Woohoo!

Why Commercial Photographers Need Lead Magnets

1. Trust Building: Commercial photographers thrive on trust. Sharing some of your best work or a useful guide shows potential clients you’re not just looking for a quick buck.

2. Showcasing Expertise: Instead of telling them you're good, show them. A lead magnet is a direct showcase of your skills.

3. Creating a Touchpoint: Every interaction with a potential client is an opportunity. A lead magnet is that nudge, that reminder that you exist.

Some ideas I have worked with photographers on:

1. Mark Manne did a Bagel Poster designed like the Periodical Table of Minerals, and gave it out to bagel shops and restaurants to get their attention.

2. I once created a 50-sheet paper template for creating full-page ads. I put all of the information on the page that a designer could use to sketch ideas, create a layout, or even for a final client presentation. I always added my name at the bottom with “Recommended Photographer Don Giannatti”. They were cheaply produced at Kinko’s and worked really well for me.

3. Working with small businesses? Create something that helps them understand what is needed. A 24-page magazine on how to get better images and graphics for their business and how that would help them grow. Offer it as PDF on your website and in your email. Soft sell, but full of useful information they could use even if they don’t use you. This time.

Lead Magnet Ideas for Commercial Photographers

1. Portfolio Teasers: A well-curated mini-portfolio that teases your range and expertise can whet the appetite of a potential client. Make it downloadable in exchange for an email.
   Create a deck at Canva, or Adobe Express. Make a small video of your work and put it on YouTube with a CTA for some premium.

2. Tips & Tricks E-books: Offer an eBook on photography tips for businesses, or a guide on how companies can use images to boost their branding. Not on photography, but on what they need to know. “How to Prepare for a Great Product” shoot. Or, 25 Things You Can Do With Your Photographs to Make More Sales.”

3. Free Workshops: Hosting a webinar or a mini-course on commercial photography concepts not only helps you share knowledge but also places you as an industry expert. Chamber of Commerce, local library, business group. Make a video of the talk, and use that as more lead generation.

4. Case Studies: How did you transform a brand with your photography? A well-crafted case study can be gold. Damn, clients LOVE case studies. Create a 24 page magazine that shows off your work for other clients like my friend Duck Unitas did.

Redefining the Lead

Traditionally, a lead is a potential client. But in the world of commercial photography, every lead can be a potential project, a potential referral, or even a potential long-term partnership.

Commercial photographers can't afford to play the short game. We focus on nurturing relationships, understanding business needs, and being there when they're ready.

Making it Work

Yes, setting up a lead magnet requires effort. You’ll need to:

1. Understand Your Audience: Know who you’re talking to. What do they need? What will make them go, "Ah, I need this photographer!"?

2. Promote the Magnet: It’s not enough to create it. Use social media, your website, and even targeted advertising to get it in front of the right eyes.

3. Follow Up: Once you have their contact information, nurture the relationship. Offer value. Be genuinely helpful. Because in the end, it’s all about connection.

B2B, B2C... at the end of the day, it doesn’t matter. It’s people to people.

As commercial photographers, embracing lead magnets is about starting conversations, building relationships, and redefining how we do business.

We continue on after the break with possible ways to create lead magnets, from very inexpensive to moderately expensive.

Consider joining the crew that has joined the premium membership. We are doing so much on this Substack that it is practically a workshop for working photographers - and those who want to be.

THE CREATIVE CLASS will open for registration tomorrow. You can check it out here. I have substantially lowered the price because I want as many people to be able to take it as possible. I guarantee it will change your business and your livelihood.

Two great books I would suggest to you today.

“Do Design: Why beauty is key to everything.”

A great dive into the creative world of design and why it is important for all of us. Small book, easy read. Available at Amazon.

“The Creative Act: A Way of Being” - Rick Rubin

A look into the creative mind of one of music’s most prolific producers and all around creative person. Available at Amazon.

See you on Sunday.

Now on to the Premium Membership part where they have a new Legacy Project from Project 52.

Photo by Eleanor Delaney, a Project 52 Alumni.