How wedding photographer went from charging 1.5k to 15k a day with one little tweak on his sales page

One simple change to the headline on wedding photographer James’ homepage resulted in him 10x’ing his income – almost overnight!

In real terms, he went from charging $1,500 per day (and struggling to get it) to easily getting paid $15,000 per day for the same work. Since then he’s become booked out and has raised his prices again. 

What did he do?

Well, it started with a conversation between him and online business coach Richard Fletcher. 

Richard told him: “There’s something you can do instantly to raise your prices. But it’s gonna take brass balls. It’s not for everybody.”

“Go on”, replied James. 

“We take your headline and we throw it away. And we replace it with…”

I’ll tell you what the new headline was shortly, but first there’s something very important we need to understand about what makes people buy.

In any marketplace there’s the Primark shoppers, the Selfridges shopper and the Valentino shoppers. 

(Note: Primark and Selfridges are UK clothes stores – but think of this as being ‘cheap’, ‘medium’ and ‘high end’.)

The Primark shopper thinks the Valentino shopper is snobby. 

The Valentino shopper thinks the Primark shopper is a worthless piece of trash, not fit even to wipe their dirty shoes on. 

However for both these shoppers, the exact same thing determines whether they buy or not. That thing?

Price. 

Primark shoppers want the cheapest thing they can find. Valentino shoppers want the most expensive. 

For them, a high price is only not only a sign of quality, it’s also a status symbol – ‘I can afford this’. 

They can strut around town with their Gucci, Valentino and Balenciaga bags and demonstrate to the world how rich and successful they are.

As Richard explained to James – at $1,500 per day you’re not attracting the Primark shoppers or the Valentino shoppers. You’re too expensive for the first and too cheap for the second. 

So he told James to change his headline to…

“I’m the most expensive wedding photographer in Queenstown, NZ. And there’s a good reason for that…”

James was a little shocked. And in truth, the idea of doing this terrified him. 

But he said “What the hell! We can give it a go. If it doesn’t work, I can go back to my old site.”

Almost immediately he started getting inquiries from a very different kind of person. 

A person who doesn’t constantly say ‘how much does that cost? or ‘can you do it cheaper?’’, but instead asks a different kind of question…

“Can we add in a premium helicopter ride to the top of the mountain?”

“Can you provide champagne for us during our photos?”

“What kind of car will you drive us in to the shoot? We want a classic Bentley, if possible.”

The price is no longer an issue and it’s now about providing the most exclusive service possible. 

These people not only get a better experience – but more importantly, they also get the status boost of being able to tell their friends and family “We paid for the best. We don’t scrimp and save on important things like this.”

If they’d paid the original price of $1,500, they wouldn’t be able to tell this story – and hence, would have felt ‘lower status’. So they wouldn’t have signed up – despite the service being the exact same!

So…James is a photographer. Chances are you’re not. And you’re thinking ‘oh I can see how that would work for him, but not for me.’

However the reality is that the Valentino shoppers exist in EVERY SINGLE MARKET. You just have to know where to look. 

Imagine if you could have a similar conversation with Richard, where he could quickly uncover your perfect, unique offer. An offer which not only sells like crazy, but also fits with your individual character and personality. 

And what if you could do this in an idyllic sunshine location, in person?

From 4-6 April 2020, myself and Richard are teaming up to invite a select group of 15 entrepreneurs to a private location in Tulum, Mexico to enjoy some sun, fun and cocktails…

…but also to do the following:

Day 1, with Richard: Uncover your perfect ‘Valentino offer’ and audience

Day 2, with Joanna (me!): Create your Pinterest ‘organic traffic generation machine’. How many sales/calls will you get booked if you have 10,000 targeted leads – every month – seeing the offer we created on day 1?

Day 3, with Richard and Joanna: Sales Conversation Mastery: The perfect formula and pitch to use on your sales calls in order to sell like crazy (Richard currently converts at 83% on his calls!)

You’ll get crazy levels of 1-1 support from both of us to create all of the above. 

PLUS – the amount of incredible ideas and energy you get from 15 entrepreneurs in the same room for 3 days is worth the money alone. You’ll not only make friends for life – you’ll meet confidantes, people you can bounce ideas off in the future – possible even future business partners or clients!

(After all, you’re in a room with a load of people who all paid $7000 to be there. You’re not afraid to invest in yourself and neither are they. Do you think that you might get some of them wanting to invest in your offer, once it’s polished and perfected?)

However, you have to act fast. Spots are selling out – and as I say, there’s a maximum of 15 available. Want to know more? Click here to apply