I Scaled this MOST Competitive business without Ads [STRATEGY REVEALED]

Summary

This video script outlines a strategy for a photography business to stand out in a saturated market. It introduces five key strategies: enhancing the offer with a free engagement shoot, creating a content strategy with organic and paid ads, leveraging other people's audiences, expanding the team, and implementing irresistible upsells and continuity plans. The script emphasizes the importance of creating compelling content, collaborating with influencers, and offering lifetime photography services on a subscription basis to secure repeat business.

Takeaways

• 📸 **Irresistible Offer**: The photography business made its offer irresistible by providing a free engagement shoot, allowing clients to choose their photographer.
• 🚀 **Content Strategy**: Emphasized the importance of creating a content strategy that includes both organic and paid content to reach a wider audience.
• 💡 **Organic Growth**: Suggested relying less on paid advertising and more on organic growth through creating compelling content.
• 🔥 **Viral Content**: Highlighted the potential of creating viral content by analyzing what makes certain videos go viral and replicating that success.
• 🤝 **Opa (Other People's Audiences)**: Discussed leveraging the audiences of influencers or brands for collaborations to gain more exposure.
• 💼 **Team Expansion**: Mentioned the necessity of expanding the team to manage increased marketing efforts and to free up time for business owners.
• 🔄 **Continuity**: Introduced the concept of continuity in services, suggesting a subscription model where clients pay monthly for ongoing photography services.
• 📈 **Lead Generation**: Explained how offering a free engagement shoot can be a powerful lead generation strategy, getting potential clients engaged with the brand.
• 📱 **Automated Engagement**: Suggested using tools like ManyChat for automated direct messages to streamline the process of converting viewers into leads.
• 💰 **Upsell Opportunities**: Explored the idea of offering additional services as upsells, such as videography or viral content creation for weddings.

Q & A

What was the main issue the photography business was facing?

The photography business was facing saturation in the market and struggling with ads due to the abundance of photographers, leading to inconsistent results and a shift towards organic leads that were mostly low-quality.

What are the five strategies implemented to improve the photography business's marketing?

The five strategies are: 1) Enhancing the offer to make it more attractive, 2) Creating a legion strategy, 3) Developing a content strategy that includes organic and paid approaches, 4) Utilizing Other People's Audiences (OPA), and 5) Building a team to execute the strategies.

What does 'making the offer sexy and irresistible' entail?

It involves creating an offer that stands out and is hard to resist, such as offering a free engagement shoot, which is typically a paid service.

How does the 'free engagement shoot' strategy differentiate the photography business from competitors?

The 'free engagement shoot' allows potential clients to choose their photographer based on a trial shoot, providing a unique value proposition that most competitors do not offer.

What is the significance of creating content verticals in the content strategy?

Creating content verticals involves identifying and producing types of content that are already popular and proven to engage audiences, such as first look videos or dress reveal videos in the context of wedding photography.

What is the 'hook, hold, tease' formula mentioned in the script?

The 'hook, hold, tease' formula is a content creation strategy where a hook grabs attention at the beginning, the hold builds anticipation, and the tease provides a brief glimpse of the payoff, encouraging viewers to rewatch the content.

How can two-step CTAs be utilized in the content strategy?

Two-step CTAs involve prompting viewers to take an initial action, like commenting, which then triggers a follow-up action, such as receiving a direct message with a sign-up link for a free engagement shoot.

What is the role of 'Other People's Audiences' (OPA) in the marketing strategy?

OPA involves partnering with influencers or brands that have a relevant audience to leverage their reach. For example, running a contest with an influencer to give away engagement shoots can drive new followers and engagement.

Why is it suggested to hire a team or outsource the marketing tasks?

Hiring a team or outsourcing allows the business owner to focus on their core business activities while ensuring that the marketing strategies are being effectively implemented by specialists.

What is the concept of 'continuity' in the context of the photography business?

Continuity refers to establishing an ongoing relationship with clients beyond the initial service, such as offering a subscription model for lifetime photography services, including wedding, baby, anniversary, and other milestone photos.

How does the photography business handle the financial aspect for clients with upcoming weddings?

The business allows clients to pay in installments for their upcoming wedding photography, spreading out the cost over time instead of requiring a lump sum payment.