As Shakespeare’s Juliet once pondered, “What’s in a name? That which we call a rose, by any other name would smell as sweet.”
But is this really true? Can simply changing a name change someone’s opinion?
I was looking through an online catalogue of men’s winter coats. Some of the available colours included: clay, slub, cold steel, varsity, elm, smoke, wine, merlot, cabernet, ink, twilight and midnight.
I’m all for creativity but none of those are actually colours. Some are very ambiguous. What colour is twilight? Wine? Varsity? Slub??
Whatever happened to black, grey, red, blue, green, brown? What about dark blue, sky blue and light grey?
Is this just marketing gone overboard or can using more fashionable names help draw in customers and even justify higher prices?
Many businesses use descriptive terms and words that play on the customers’ emotions or imagination.
Some companies offer their services with names like gold, silver, bronze, platinum or diamond. Most folks assume that “bronze” and “silver” are last place or second choice, and no one wants to be there. Everyone wants the best, so names like “diamond”, “platinum” and “gold” play to their ego.
When choosing paint for your livingroom walls, would you pay more for a colour with a grand-sounding name like squire hill, wedgewood, pacific pine or wilmington? Who wants only beige, off-white, green or blue for their expensive home?
Starbucks doesn’t sell their coffee in small, medium and large sizes. The US company makes their customers say funny words like “grande” and “venti”.
Burger King calls its kids meal the “Kids Meal”. McDonald’s names their product the “Happy Meal”. Ask your child which one they prefer.
What does this have to do with photography?
What bride would even consider buying the “4-hour Special” or the “Deluxe Package” from one photographer when another photographer offers the “Champagne Celebration” and the “True Romance Package”?
Sure, these names might sound silly to you and I. But to a bride planning her wedding, these names create a better and stronger first impression because they play to her emotions and imagination.
Would a customer pay more for a “headshot” or a “portrait”? A “business portrait” or an “executive image”?
Are you a “public relations” photographer or a “business communications” photographer?
Could you better-sell half-day event coverage as the “Media Package” and full-day coverage as the “Complete Executive Package”?
Perhaps a handful of product shots could be offered as the “Start-Up” package; a medium number of shots as the “Progress” package; and a large number of product shots as the “Success” photo package.
All of this depends on the type of photography you do and who your audience is.
It’s not about embellishing or making false promises. It’s about inspiring your customers and tickling their imagination. By using more marketable terms which are appropriate to your clients, you can raise and enhance your image.
They say a picture is worth a thousand words. But using the right words can help paint the picture for your customers.
