Nov 16 2011

How We Buy (Part II): Exposure vs. Product

POSTED IN How We Buy

On Monday, I wrote about making purchase decisions based on investment rather than insecurity. The next step is to discuss how we decide which purchase is the best investment.

If you boil down any business to its bare bones, it’s really about two things: (1) making a great product; and (2) getting it exposure.

A good starting point for figuring out what to purchase is deciding which of these two categories needs improvement. Are you getting a lot of potential client visits to your website, but nobody’s buying? Perhaps that means investing in your product by attending workshops, undergoing a website redesign, or shooting with new equipment. If, on the other hand, your product seems superior to other products on the market, and people are buying a worse option instead of yours? Well, investing in exposure through advertising might just be your best choice.

What is the best investment you’ve made lately and why?

by Dylan

3 comments

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November 22, 2011 - 2:33 am

Emily A. - I’ve put a lot of time, money and thought into making my photography the best it can be but i’m not getting much client traffic. Lots of other photogs but not many clients. I’m just not sure how/where to buy exposure. It’s hard to buy it if you’re not making the money to pay for it. :-/

November 16, 2011 - 4:24 pm

natasha - I realised that even though I was getting a lot of visitors to my site not all were booking or enquiring. So, its change up time. I am currently redesigning my site to make it more ‘me’ and to attract the type of client that I ideally want. Not to expensive.. just a lot of brainstorming!

November 16, 2011 - 4:14 pm

Abby Grace - I switched brands! I was shooting Nikon up until the past May, but I was never satisfied with my images (mainly, I found the colors were lacking). So I spent a weekend with a rented 5dmkii and a 50 1.2 and fell in love with Canon, so my husband and I decided the best decision for my business going forward would be to switch everything over to Canon. Seeing as I only owned one body, a 24-70, a 50 1.8 and two batteries, it wasn’t very expensive. But an investment, nonetheless!

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