Marketing Part 2 - Gift Certificates - Value

Steve Saporito Education

So the next topic is considering the value of your gift certificates and how to calculate that. So I like to assign a value to the session. It is a real value that we actually give to our clients. It's probably the most value because we are creating a transformational experience for people.
So having that as part of the value is really important. I think, um, what I found is that some photographers are really boosting that value to be up in that 600 $800 mark and it's having an adverse effect on the average sales.
I think that when you are charging and I think it's coming back to that mentality of a couple of years ago where people believed that if they got an upfront fee, then at least they got that upfront fee.
It was sort of their either safety net or I don't know. I'd never resonated with that sort of mentality really at all. But what seems to happen is the higher you make it, if it's up above that sort of $300 mark, four, five $600 mark, people are coming in with an expectation of getting something and that's when they seem to start getting a lot of where's my files?
Where's my photos? Where's all of this stuff that's included for my $600. Because people want something tangible. So if we keep that session fee at around and really we're talking gift certificates for portrait at the moment because wedding is completely different.

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