A McGill University psychiatry graduate student, Jay Olson, and his fellow researchers last month published a study titled Influencing Choice Without Awareness which examined the psychology of magic. Olson is also a professional magician. The research showed how various psychological factors are used to influence someone’s decision making especially when it comes to magic.
The use of persuasion extends far beyond magic. In fact, some photographers already know this and they use psychology to influence their customers.
1) Some wedding and portrait photographers know how to properly list their photo packages. Never start or end with the lowest priced package unless you’re trying to sell that low-priced package.
2) Always have one very expensive, luxurious package with lots of bells and whistles. Let price anchoring work for you.
3) When photographing a business headshot, family portrait or other portrait, the subject will reflect the photographer’s expression and mood. A smart photographer will alter their mood and energy to influence the subject.
4) Speaking slightly slower and standing closer will calm a nervous subject. Speaking slightly faster and louder may help a distracted subject pay more attention.
5) When selecting images with the customer, say something like “Which ones do you like best?” rather than “Pick the ones you want.” It will put the customer in a more positive mood.
6) Portrait customers choose images based on emotion. Instead of saying “this picture looks nice,” the photographer might say something like “this one makes you look strong and confident” or “this one really shows your personality.”
7) The choice of music played in a studio will, of course, affect the subject’s mood.
8) A lower studio temperature will make subjects more attentive and business-like.
9) Never let your studio smell like ammonia cleaner or paint. You might think that a floral scent is best but it’s not. Instead try the scent of fruit like grapefruit or orange or, if you can find it, a fragrance that smells like freshly baked cookies or banana bread.
10) How a photographer dresses affects the customer’s behaviour. For formal pictures or senior executive portraits, wear a suit and tie for best results. Dressing to the same level as the customer helps build trust.
11) For light food catering, a fruit platter makes people happy, a vegetable platter does not.
12) Let’s say you want a subject to pose in an odd way, for example, standing in a shower. If you ask, “Can you stand in the shower” the customer will hear this as, “Do I want to stand in the shower” and the answer will most likely be no. (This may not apply to actors and models who are used to odd requests.)
It may help to say something like, “Do you think the best way to show your sense of humour would be for you to stand in the shower?” Frame the question as a positive suggestion and the subject will think they came up with the idea.
13) A warm drink (e.g. coffee, tea) builds customer trust and confidence more than a cold drink.
14) For a head-and-shoulders portrait where the subject’s hands aren’t shown, having the person hold something can help them relax and feel a bit less awkward. Try a rolled-up magazine, a small book, a stress ball or anything else that’s small and lightweight. This should stop any nervous fidgeting.
15) Always try to say yes to the customer even when you mean no:
“Yes, if you wear a purple Hawaiian shirt for your business portrait you’ll certainly standout. I think we should cover all our bases and also do a picture of you in a nice suit and tie.”
“Yes, the CEO can hold his dog in the annual report photo. Although, I will first need to do some quick test shots of him without the dog.”
16) Never refer to yourself as a “freelance photographer.” By using “professional photographer”, you can build customer confidence.
None of the above is about manipulating the customer but rather it’s about enhancing the customer experience by building their confidence, earning their trust and then making better pictures.
Ultimately, customer experience is about how the photographer makes the customer feel.
