Tip of the Week – Holy Crap the Alarm Trigger

As an ongoing series on the Sally Hogshead book “Fascinate” we are continuing with the third trigger “Alarm.” As many of you recall, Hogshead, is an expert in making consumers take action in advertising and marketing. We’ve already covered “Lust” and “Mystique”. Read more here. The Alarm trigger is what creates fear of something going wrong. As photographers, we want our potential clients to know that if they don’t hire us, a professional, the chances of their photos not turning out incredible goes to 100%. In order to tap into the alarm trigger we need to give them a deadline, define what can go wrong (a horrible wedding album, or even worst, lost shots due to a non-professional showing up with just one camera). The alarm trigger can come off very hard-sell if not used correctly, but I think it definitely has a place in our arsenal of tools. Check out her book.