Explain the benefit of the benefit

It’s an old marketing adage that you need to explain the benefit of the benefit, but it’s an easy one to forget. Don’t ever assume that people will just get it. The more you spell things out, the better. Edward Tufte, the famous information designer said magicians never show their tricks twice for a reason. Because you’ll figure things out when you see it a second time. So it’s fair to assume the reverse. If you want people to get things, repeat yourself. Go into detail. Make your points crystal clear, and don’t worry about clients being insulted for treating them like little kids. They won’t be. They’ll appreciate you being the only person to bother to really talk with them. Tell people what it really means to have you as their photographer, back it up with good pictures, and you’ll get the business you need.