From my observation, a well-named product tends to promote itself.
An example of its value might be demonstrated at an actor’s convention. There are lots of photographers there who are promoting themselves.
“What do you do, Bill?”
“Oh, I’m a photographer.”
“Oh, let me have your card. I need pictures all the time.”
But it is likely that he will never call. There are hundreds of photographers available. But now the actor meets our photographer who’s just done an Admin Scale on his photographic services.
“What do you do, Bill?”
“Oh, I’m an image consultant.”
“An image consultant. I find out what image, what communication you want to portray in a photograph and I capture that on film.”
“When can we start?” is the actor’s immediate response. Why? Because that really communicates as something valuable!
“Oh, it’s very expensive.” he could add. When it’s perceived as valuable enough, the actor will not care! It’s never the money. Repeat, it’s never the money, as any seasoned veteran salesperson will agree. If a potential buyer or client starts talking about or getting concerned about money, then you probably haven’t communicated the value of the product or service. The value is simply not real enough.
Now our photographer can even do a consultation before the photography session, for the same or extra fee, to isolate what the “message” is and be sure he can get his product and a satisfied customer.
Before our photographer’s Admin Scale training, his clients used to come in and he’d say,
“Okay. What kind of photograph would you like?”
“Well, I want a picture…you know. I want to look strong.”
“Oh, OK. Have a seat there. I’ll get some barbells…”
He takes the picture. The client comes back for his photos.
“Here are your pictures.”
“Uh. I don’t know. That’s not me. I don’t know.”
“Yeah, but you said strong. Look, that’s strong. See the barbells?
“That’s not what I meant by strong.”
“Oh. What did you mean?”
“I don’t know. Strong.”
What occurred was a breakdown of communication. And that breakdown was caused by a breakdown of sufficient early interest on the part of the photographer. The customer said “Strong.” What did he mean exactly?
If you don’t fully understand something, you’ve got to ask. If you’re really interested, you will ask. You don’t know what he means by “strong,” so you automatically ask. (Unless, of course, you don’t want to appear “stupid.” Somebody is talking about something, and you don’t quite get it, but you don’t want to appear stupid and don’t ask them. At that point, you are stupid. So try to make it a policy to query what you don’t understand. It keeps you smart.)
“What do you mean by strong?” “Well, you know…strong,” is the answer.
So he puts a bunch of “strong” type pictures up on the wall. “This is the ‘strong’ picture set. I’d like you to take a look at this and point out the picture that you like best. Which seems to be the kind of communication or image that you want to portray?”
One cares. One asks because one wants to know.
“All right, well, I like #3, that picture of strength.” “Oh, all right. Tell me about it. What do you like about this?” “Well, you know, you see how the head is tilted there to one side? It’s strength, but it’s a quiet strength. Yeah. It’s a quiet strength. That’s what I want.”
He’s got it. He’s discovered his image. Now it’s simple. No problem. The photographer knows exactly how to set this picture up. He’s got some certainty. He has communicated and fully understands what the client wants. No problem. Success is guaranteed. And you don’t have to hope; you are certain.
Using this procedure, we organize and promote better. The customer walks in and is handed a sheet to fill out which gives the photographer an idea of what this prospect is really after. Then the photographer shows him five different “messages” in photographs, or maybe ten other actors and actresses in poses that are communicating something. “Which one most closely approximates what you are trying to say?” he would ask, and then—having isolated exactly what was needed and wanted—he would produce it.
The event is the photo session. But all the preparation is done prior to the shoot. By the time he is at work in the studio, he knows exactly what the client wants. He knows how he is going to set it up and how he will shoot it, which is the technical expertise.
The taking of the photograph was the event—but look at the preparation that went into creating that event! That’s professionalism.
Back to Basics
If you are having trouble working out naming your PRODUCT, one good method is to cut out all the verbiage, and go strictly down to “What is it that I do?” Then look at the result of that “doingness,” and build on that.
What is it you deliver?
Professional Speaker, Writer and Business Consultant
Author of The Natural Laws of Management: The Admin Scale